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COVID-19 halted global tourism, prompting stakeholders to use virtual reality (VR) tourism to maintain interest. Due to technological advancements and wider internet access globally, VR tourism has become increasingly popular. Guided by the attention-interest-desire-action (AIDA) model and the technology acceptance model (TAM) frameworks, and with the inclusion of personal innovativeness, this study aims to clarify consumer intentions toward engaging with VR tourism by investigating factors such as personal innovativeness, interest, perceived usefulness (PU), perceived ease of use (PEOU), attitude and desire.

Data was gathered from 252 participants using a cross-sectional approach, with partial least squares structural equation modeling used to assess the research model.

The findings indicate consumers' personal innovativeness strongly influences VR tourism intention, mediated by PU, attitude and desire. VR tourism intention is also significantly impacted by interest in VR tourism and is mediated by PU and PEOU, attitude and desire. PEOU and PU are significantly linked to interest and determine attitude. Attitude, both directly and indirectly, significantly influences VR tourism intention through users' desire, which mediates the relationship. Through multiple group analysis, the path from desire to intention is found to be moderated by age, education and marital status.

Theoretically, this study pioneers a framework that merges AIDA, TAM and personal innovativeness to advance the understanding of VR tourism adoption dynamics and enrich tourism research. Managerially, it provides valuable guidance on targeting communications and technology toward increasing VR tourism engagement and presents a roadmap for industry practitioners.

This research addresses the identified gaps in extant literature by combining TAM and AIDA with personal innovativeness to investigate the process of consumers' VR tourism intention, triggered by consumers' personal innovativeness and interest in VR tourism. The study highlights significant managerial insights for both tourism industry practitioners and academic researchers, which can assist with decision-making to promote VR tourism development.

COVID-19 使全球旅游业停滞不前, 促使利益相关者使用虚拟现实 (VR) 旅游来保持兴趣。由于技术进步和全球互联网接入的增长, VR 旅游变得越来越受欢迎。基于注意-兴趣-渴望-行动模型 (AIDA) 和技术接受模型 (TAM) 框架, 并纳入个人创新性, 本研究旨在通过调查个人创新性、兴趣、感知有用性、感知易用性、态度和渴望等因素, 澄清消费者对参与 VR 旅游的意图。

使用横截面方法收集了252名参与者的数据, 并使用偏最小二乘结构方程建模来评估研究模型。

研究结果表明, 消费者的个人创新性通过感知有用性、态度和渴望显著影响 VR 旅游意图。VR 旅游意图也受到对 VR 旅游兴趣的显著影响, 并通过感知有用性、感知易用性、态度和渴望进行调节。感知易用性和感知有用性显著与兴趣相关, 并决定态度。态度通过用户的渴望直接和间接地显著影响 VR 旅游意图, 这些渴望调节了这种关系。通过多群组分析, 发现年龄、教育和婚姻状况对渴望与意图之间的路径具有调节作用。

本研究通过结合 TAM 和 AIDA 与个人创新性来研究消费者的 VR 旅游意图过程, 填补了现有文献中的空白。本研究强调了对旅游业从业者和学术研究人员的重大管理见解, 这些见解可以帮助决策者推动 VR 旅游的发展。

从理论上讲, 本研究开创了一个结合 AIDA、TAM 和个人创新性的框架, 以提升对 VR 旅游采用动态的理解, 并丰富旅游研究。从管理角度来看, 它提供了有价值的指南, 帮助定位通信和技术, 以增加 VR 旅游参与度, 并为行业从业者提供了发展路线图。

El COVID-19 detuvo el turismo global, lo que indujo a las partes implicadas a utilizar el turismo de realidad virtual para mantener el nivel de interés. Debido a los avances tecnológicos y al acceso más amplio a Internet a nivel mundial, el turismo de realidad virtual se ha vuelto cada vez más común. Basándose en el modelo de Atención-Interés-Deseo-Acción (AIDA) y en el modelo de aceptación tecnológica (TAM), y con la inclusión de la innovación personal, este estudio tiene como objetivo comprender las intenciones de los consumidores hacia el compromiso con el turismo de realidad virtual investigando factores como la innovación personal, el interés, la utilidad percibida, la facilidad de uso percibida, la actitud y el deseo.

Se recopilaron datos de 252 participantes utilizando un enfoque transversal, y se utilizó la modelización de ecuaciones estructurales de mínimos cuadrados parciales para evaluar el modelo de investigación.

Los resultados indican que la innovación personal de los consumidores influye fuertemente en la intención de turismo de realidad virtual mediada por la utilidad percibida, la actitud y el deseo. La intención de turismo de realidad virtual también se ve significativamente afectada por el interés en el turismo de realidad virtual y está mediada por la utilidad percibida y la facilidad de uso percibida, la actitud y el deseo. La facilidad de uso percibida y la utilidad percibida están significativamente relacionadas con el interés y determinan la actitud. La actitud influye tanto directa como indirectamente de manera significativa en la intención de turismo de realidad virtual a través del deseo de los usuarios, que media en la relación. A través del análisis de múltiples grupos, se encontró que la edad, la educación y el estado civil moderan la relación entre el deseo y la intención.

Desde el punto de vista teórico, este estudio es pionero en la creación de un marco que aúna AIDA, TAM e innovación personal para avanzar en la comprensión de la dinámica de adopción del turismo de realidad virtual y enriquecer la investigación turística. Desde el punto de vista de la gestión, ofrece una valiosa orientación sobre cómo orientar las comunicaciones y la tecnología para aumentar la participación del turismo de realidad virtual y presenta una hoja de ruta para los profesionales del sector.

Esta investigación aborda las lagunas identificadas en la literatura existente mediante la integración de TAM y AIDA con la innovación personal para analizar el proceso de la intención de los consumidores de turismo de realidad virtual, provocada por la innovación personal de los consumidores y el interés en el turismo de realidad virtual. El estudio pone de relieve importantes perspectivas de gestión tanto para los profesionales del sector turístico como para los investigadores académicos, que pueden ayudar en la toma de decisiones para promover el desarrollo del turismo de realidad virtual.

The drone food delivery service (DFDS) is a revolutionary technology owing to its ability to reduce delivery costs, alleviate traffic congestion, and offer a more environmentally friendly alternative compared to traditional delivery methods. While studies have been conducted to understand consumers’ intentions towards DFDS, very few of them considered internal factors such as personality traits. Considering the aforementioned factors, this research employs the belief-desire-intention (BDI) model and the big five personalities (BFP) traits to explore how personality traits (neuroticism, extraversion, agreeableness, conscientiousness, and openness) moderate the associations between the desire for DFDS and consumers’ intention to use DFDS (ITU).

Survey questionnaires were distributed online via Facebook and WhatsApp. A total of 359 responses were considered valid, and the study employed the partial least squares structural equation modelling approach to test the hypotheses.

The study revealed a positive impact of the desire for DFDS on ITU. Additionally, extraversion and agreeableness were found to moderate the effect of the desire for DFDS on ITU.

This study is the first in DFDS literature to employ the BDI model, showcasing its effective application in understanding the desire-to-intention relationship. Also, this is the first study that explores the moderating role of the BFP traits in the context of DFDS usage intention. The results provide insights for developing marketing strategies to encourage DFDS usage intention based on consumers' personality traits.

The purpose of this study is to conceptually integrate business to consumer (B2C) into business to business (B2B), with a holistic consumer-centric, technology-reinforced, long-term vision for tourism industries and companies to survive and succeed in the era of new technologies 4.0. The research suggests that the tourism-marketing-new technologies decision-making involves customers as the center of the design and decision process.

The research design includes a qualitative study with 94 in-depth interviews, a literature analysis and a conceptual proposition. The qualitative study follows the tourism consumer desire data analysis, from categorization to integration. The literature analysis applies a systematic literature review approach based on the 29 most up-to-date new-tech papers from peer-reviewed journals. The analysis compares qualitative research findings and literature analysis results and matches the new technology applications with consumer desire understanding. The conceptual framework of tourism marketing/advertising is proposed based on qualitative research and literature analysis.

The qualitative research deciphers that consumers, based on their imagination and memorization, desire therapy and sceneries and connect such desires to the empathetic and resonating advertising messages. The literature analysis synthesizes the new tech applications in tourism and matches the qualitative research findings with the deciphered desires in tourism. The conceptual model proposes that B2C should be integrated into B2B to provide value for both consumers and businesses and opens avenues of research on this topic.

This research has made the following theoretical contributions: it offers an in-depth understanding of consumer desire, often hidden or subconscious, in the field of tourism. Consumer desires regarding tourism are mostly subconscious and exist long before consumers are exposed to advertising messages. These desires reflect the search for therapy and sceneries and become “embodied” – they exist on multisensorial levels and become part of the body and life and will lead consumers into positive perceptions when marketing communications/advertisements resonate with them. In the latter case, they will subjectively judge advertising as “good,” regardless of the advertising design quality. The research also connects consumer research with a new technologies research review and proposes a conceptual framework to integrate business to consumer (B2C) with business to business (B2B). As such, the research makes theoretical contributions to the integration or the “boundary blurring” between B2C and B2B research and practical suggestions that involved industries and consumers may all benefit from such integration. Conceptually, there is a lack of discussions of the pitfalls of new technologies, a dearth of empirical verification of the applications of new technologies in the proposed fields and a shortage of discussions about ethical issues. Qualitative methods, offering an efficient tool for understanding consumer desires in the tourism industry, have their own limits, as discussed in previous research. The sample is limited to the state of New York population and may be influenced by geographic, demographic and psychological characteristics related to the region.

This research provides advertising practitioners, new technology innovators and tourism industries with a framework to face the combined challenges of understanding hidden consumer desires and applying adequate technologies that resonate with consumer desires to tackle relevant issues. The conceptual proposition of this research fills the gap between qualitative consumer research without concrete practical resolution and new technologies applications without in-depth consumer understanding. Through the conceptual framework, the author provides insights into how industries may benefit from consumer understanding. The business relationships among the industries of marketing, tourism and new technologies should be centered around consumers. Thus, B2C and B2B should be naturally integrated into business practices.

Social implications of this research include three major points: first, the understanding of consumer desire for therapeutic power in tourism, which invites more attention to tourism as part of social well-being design instead of a purely for-profit business. Second, a profound comprehension of what consumers need and desire, without which the applications of new technologies may cause severe societal problems. Third, a way to tailor to consumers’ individuality and desires for advertising/marketing that may be considered abusive, stressful and socially destructive if applied in a nonpersonal manner.

Conceptually, this research adds consumer desire, an originally B2C concept, to the B2B context regarding the new technology applications in tourism marketing/advertising. It contributes to the B2B literature by proposing a strong consumer-centric approach, especially the consumer desire understanding, that is not yet investigated in the B2B literature; and a combination of empirical study and literature analysis and the matching of the two for better practice of advertising/marketing, tourism and new technologies applications.

Drawing on the conservation of resources theory, the present research paper examines the moderating role of leaders' Machiavellianism in the relationships between the desire for promotion, workplace anxiety and exploitative leadership.

The authors collected matched time-lagged data from part-time MBA students and their subordinates. The subordinate questionnaires were paired and coded by the researchers and then directly distributed and instructed to be filled out, which would not be known to the MBA students. The final sample size came to 370 leader-subordinate dyads. The data were analyzed using SPSS 24 and Mplus 7.0.

Leaders' desire for promotion is positively related to exploitative leadership via workplace anxiety. Furthermore, this mediating effect is significant when Machiavellianism is high, but not when Machiavellianism is low.

For business ethics scholars and practitioners, this study points out that leaders with a desire for promotion can produce workplace anxiety, lead to subordinates' perception of exploitative leadership and how this process varies by key personality trait—Machiavellianism.

This study aims to explore the role of social media visual posts (known as foodstagramming) on restaurant visit intention. Drawing on the heuristic–systematic model and normative focus theory, this research introduces a framework that assesses the effects of key foodstagramming attributes – vicarious expression, aesthetic appeal and post popularity – and the mediating roles of goal relevance and mimicking desire, in the process.

Structural equation modelling was performed to test the proposed model using a sample of tourists (n = 377) and residents (n = 341). Multi-group analysis was performed to compare the differences between these groups.

Results reveal that mimicking desire and goal relevance influence restaurant visit intention; however, mimicking desire has a stronger influence than goal relevance. Little difference was found between the tourist and the resident groups in the proposed relationships, except that vicarious expression positively influences mimicking desire in the tourist group but not in the resident group.

This study guides restauranteurs and social media influencers (foodstagrammers). It shows that consumers value the textual content and aesthetic appeal of photos over the popularity of a post. It also indicates that vicarious expression is more important for tourists than for residents.

This research advances social media marketing literature by proposing a new information processing framework. To the best of the authors’ knowledge, this study is one of the first studies to explore the impact of visual post attributes on individual decision-making behaviours through socially acceptable norms.

The purpose of this study is to investigate the motivations, attitudes and intentions towards luxury dining in airplane themed restaurants (ATRs). The moderating roles of desire to fly, desire for luxury and fear of missing out (FOMO) towards attitude and intention to embark on this ATR experience are also investigated.

Data are collected through a consumer panel. A total of 315 valid responses were analysed using exploratory factor analysis, confirmatory factor analysis and multi-group moderation. To enhance ecological validity, a stimulus for the Singapore Airlines A380 Restaurant @Changi was created to ensure complete understanding of the product offering by the participants.

Three motivation factors were discovered – novelty, escape and supporting reliving. Interestingly, it was also found that the attitude towards ATR partially mediated the relationship between supportive reliving and intention towards ATRs. Disposition towards FOMO was found to moderate the effect of attitude towards ATR on intention towards ATR. Negative effect between escape motivation and attitude towards the ATR from the moderation analysis for desire for luxury and desire to fly shows that people are still hesitant to accept the ATR as a replacement to satisfy their salient needs for luxury travel.

Insights of this study demonstrate that local airlines could pivot their business through innovative offerings during the pandemic. The ATR concept can be effectively marketed by appealing to hedonistic and nationalistic needs and to avoid positioning it as an alternative for flying.

This is a novel concept introduced during the COVID-19 pandemic. Unprecedentedly, it uncovers the motivations, attitudes and intentions towards luxury dining in ATRs as a means to compensate for the pent-up desire to relive the experience of air travel.

This study aims to assess how undergraduates’ exposure to entrepreneurship education (EE) may increase their volitional desire and behavioral control to start-up a business.

The model establishes three different paths from EE to entrepreneurial intention (EI): attraction and passion through desire and confidence through control. These paths are assessed by partial least-squares structural equation modeling in a sample of 650 undergraduates from Poland, Turkey and Portugal.

The most effective way by which EE may increase EI is by promoting a favorable change in the attractiveness of the entrepreneurship career. Contrary to expectations based on the literature, the effects of EE on perceived behavioral control are weak and limited to aspects related to financial control.

EE programs should consider desire and control in different phases of training, with the following learning outcomes: explore prospective rewards of an attractive entrepreneurial career, develop self-efficacy regarding management competences and gain control by assuring skills to cope with failure.

To the best of the authors’ knowledge, this study is the first to establish a path from EE to EI through passion and desire. It is also the first to consider entrepreneurial passion as a positive anticipated emotion in the model of goal-directed behavior. The results allow to relate the different paths with different learning outcomes of EE programs.

The purpose of this study is to explore the complex interplay between technology, personal norms and emotional factors in shaping the sustainable housing choices of millennials in emerging economies. It integrates the model of goal-directed behavior, technology acceptance model and norm activation model, incorporating both self-interest and prosocial motivations. Key adaptations involve replacing perceived behavioral control with financial self-efficacy and substituting hedonic motivation for anticipated positive emotions. Moreover, it introduces location as a practical anchor.

A quantitative, cross-sectional and descriptive research design was used in this study. Data were gathered from a sample of 610 millennial residential real estate investors across Indian smart cities. A multistage stratified sampling technique was used to ensure a representative sample. For data analysis, partial least squares structural equation modeling was used. The analysis focused on hypothesis testing to examine the relationships between the constructs of interest. Bootstrap t-values and effect sizes were used to assess the significance and magnitude of these relationships, respectively.

One of the key findings of this study was the establishment of significant positive relationships between awareness of consequences, ascription of responsibility and personal norms with behavioral intentions. This underscored the importance of personal ethical considerations in shaping intentions. Perceived usefulness and ease of use were found to significantly influence attitudes positively, highlighting the relevance of these factors in forming favorable attitudes toward behaviors. Attitude, subjective norms, financial self-efficacy and location played significant positive roles. However, negative anticipated emotions decreased desire. This illustrated the complex role emotions play in motivational processes. The study also revealed that subjective norms did not significantly contribute to shaping personal norms. This indicated a potential decoupling of societal expectations from personal ethical obligations in the decision-making process.

This study offers actionable insights for both policymakers and real estate developers. For policymakers, the findings highlight the need to craft initiatives that go beyond mere awareness, instead fostering a deep sense of personal responsibility and environmental stewardship among potential homebuyers. For real estate developers, the emphasis on financial self-efficacy and location suggests a strategy shift toward designing sustainable homes that not only meet environmental standards but also align with buyers’ financial confidence and geographic preferences. Together, these strategies can drive a more widespread adoption of sustainable housing, making sustainability a tangible and appealing choice for millennials.

To the best of the authors’ knowledge, this empirical research study was one of the first studies that contributed to the literature by integrating the model of goal-directed behavior, technology acceptance model and norm activation model. This study thus offered a nuanced understanding of the interplay between normative influences, usability perceptions, ethical considerations and emotions in the context of behavioral intentions.

This study investigated a new attributional phenomenon in a brand scandal setting in which consumers tend to blame the top management of a brand, even though it was the frontline parties that caused the scandal. The authors termed this phenomenon upward blame attribution (UBA), shedding light on whether consumers in a host country indicate a higher UBA for a multinational (vs domestic) brand scandal, which in turn reinforces their revenge and impairs their reconciliation reactions, and whether these effects are contingent on consumer animosity.

Two experimental studies were conducted with real and fictitious brand/product and country stimuli with 1,399 Chinese participants.

Both studies verified UBA and found that Chinese consumers' UBA is higher for multinational (vs domestic) brand scandals, which drives their stronger desire for revenge and weaker desire for reconciliation. Moreover, consumers with high (vs low) animosity toward a multinational brand's home country reported a higher UBA for the multinational (vs domestic) brand scandal, which in turn reinforces their desire for revenge and impairs their desire for reconciliation.

The study provides new insights into host-country consumers' more severe UBA and responses toward multinational versus domestic brand scandals and the amplifying role of consumer animosity in these processes. It also has implications for mitigating host-country consumers' UBA and negative responses to multinational brand scandals.

This study contributes to the blame attribution literature by verifying consumers' UBA and the country-of-origin (COO) literature by revealing host-country consumers' higher UBA, stronger revenge desire and weaker reconcile desire toward multinational (vs domestic) brand scandals. It extends the knowledge regarding consumers' blame attributions toward the top management of a multinational (vs domestic) brand in scandals and the impact of such attributions.

With over-the-top (OTT) streaming services rapidly transforming the media industry and saturating the market, the authors' study seeks to enrich the goal-directed behaviour model by exploring how perceived risks and descriptive norms influence OTT consumption.

Survey data from OTT subscribers were collected online to assess their risk behaviours. The 353 responses obtained were analysed with SmartPLS, validating the structural equation modelling (SEM) through structural and measurement model verification.

The authors' findings illustrate that descriptive norm, perceived behavioural control, as well as positive and negative anticipated emotion (NEM) and attitude, contribute positively to the desire to engage with OTT streaming services. Interestingly, the authors' study contradicts common assumptions, revealing that subjective norms do not significantly impact the propensity to utilise OTT services. This counterintuitive finding necessitates a reconsideration of prevalent theories and contributes to a nuanced understanding of OTT adoption determinants.

The data gathering for this study were conducted from the perspective of a single nation. Therefore, caution must be exercised when generalising this study's results.

The practical ramifications of this research are vast, providing OTT service providers and marketers with actionable insights to maximise user engagement and navigate perceived risks related to OTT service adoption and consumption.

This study's exploration of perceived risks and descriptive norms enhances the goal-directed behaviour model's breadth, facilitating a holistic comprehension of the constructs shaping OTT consumption behaviours. It would be the first attempt to combine perceptual, affective and behavioural factors and perceived risks to understand the user's predisposition to engage in OTT streaming services.