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As a distinctive form of communist heritage tourism, the ideology and government-led form of red tourism warrants an in-depth examination of how tourists consume and perceive it. This study aims to reveal tourists’ perception of red tourism through the lens of destination image.

This study collected 9,819 user-generated photographs within four types of red tourism destinations (RTDs) and used a computer visual and semiotic analysis approach to conduct photograph-based cognitive and affective attributes extraction. Network analysis further visualized the co-relations between cognitive images and affective images. ANOVA analysis compared the differences of the four types of destination images.

Ten dimensions of cognitive image and eight categories of affective image of red tourism were identified. It found that monuments, statues, memorial symbols were the distinctive cognitive features, and admiration was the most dominant emotion. Heterogeneity of destination images was identified among the four types of RTDs.

To the best of the authors’ knowledge, the study is one of the first to explore tourists’ consumption of red tourism through the lens of destination image, which reveals the inconsistencies between the officially projected images and tourists’ perceived images of red tourism. Using Plutchik’s model, it validates a series of positive and negative emotions contributing to the affective images of red tourism, which expands the findings of emotions within the extant red tourism research. Through combined applications of computer visual and semiotic analysis, ANOVA, network analysis and model visualization, the study provides an important methodological triangulation for photograph-based destination image studies.

红色旅游作为共产主义旅游的独特形式, 游客如何感知这种国家意识形态植入与政府主导型旅游值得深入研究。本研究旨在从目的地意象视角揭示游客红色旅游感知。

本研究收集四种类型的红色旅游地9819张用户生成照片, 利用计算机视觉-情感析法对照片进行认知和情感元素提取。复杂网络分析揭示了认知意象与情感意象之间的关联。方差分析比较了四种红色旅游地意象的差异。

本研究确定了红色旅游认知意象的十个维度和情感意象的八个类别。研究发现, 纪念碑、雕像、纪念符号是其独特的认知意象元素, 钦佩是其最主要的情感，四种类型红色旅游地意象存在差异性。

本文是同类研究中首次从目的地意象视角探索游客对红色旅游地感知, 揭示了红色旅游官方投射意象与游客感知意象之间的差异。利用Plutchik情感之轮模型, 验证了一系列积极和消极情绪构成红色旅游地情感意象, 拓展了红色旅游的情感发现。综合运用计算机视觉-情感分析、方差分析、网络分析和模型可视化等方法, 为基于照片的旅游目的地意象研究提供了一个重要方法。

Como forma distintiva del turismo del patrimonio comunista, la ideología y la forma gubernamental del turismo rojo justifican un examen en profundidad de cómo lo consumen y perciben los turistas. Este estudio pretende revelar la percepción que tienen los turistas del turismo rojo desde la perspectiva de la imagen del destino.

Este estudio recopiló 9.819 fotografías generadas por los usuarios dentro de cuatro tipos de destinos de turismo rojo, y utilizó un enfoque de análisis visual y semiótico por ordenador para llevar a cabo la extracción de atributos cognitivos y afectivos basados en fotografías. El análisis de redes visualizó además las correlaciones entre las imágenes cognitivas y las imágenes afectivas. El análisis ANOVA comparó las diferencias de los cuatro tipos de imágenes de destino.

Se identificaron diez dimensiones de imagen cognitiva y ocho categorías de imagen afectiva del turismo rojo. Se descubrió que los monumentos, las estatuas y los símbolos conmemorativos eran los rasgos cognitivos distintivos, y la admiración la emoción más dominante. Se identificó una heterogeneidad de imágenes de destino entre los cuatro tipos de destinos de turismo rojo.

El estudio es uno de los primeros en explorar el consumo de turismo rojo por parte de los turistas a través de la lente de la imagen del destino, lo que revela las incoherencias entre las imágenes proyectadas oficialmente y las imágenes percibidas por los turistas del turismo rojo. Utilizando el modelo de Plutchik, valida una serie de emociones positivas y negativas que contribuyen a las imágenes afectivas del turismo rojo, lo que amplía los hallazgos sobre las emociones dentro de la investigación existente sobre el turismo rojo. Mediante aplicaciones combinadas de análisis visual y semiótico por ordenador, ANOVA, análisis de redes y visualización de modelos, el estudio proporciona una importante triangulación metodológica para los estudios de la imagen del destino basados en fotografías.

This paper aims to explore the accommodation experience of customers in the budget hotel sector – a less explored but rapidly expanding sector in the hospitality industry. This study investigates the effects of such experience on customer behavior.

The study adopts a quantitative approach and draws on a comprehensive data set (N = 414) by using a quota sampling approach. The context of the study is the Chinese market, where budget hotels and the number of mass tourists (inbound and outbound) have increased tremendously.

This study identifies a behavioral pattern that differs from trends reported in prior studies. The finding shows that the relationship between customer experience and behavioral intentions is mediated by customer satisfaction, which similarly mediates the relationship between perceived value and behavioral intentions.

The results provide significant implications for hoteliers in the budget hotel industry by calling for a differentiated marketing approach for this segment of customers. Furthermore, the study provides insights into the accommodation behavior of Chinese mass tourists. These findings can serve as reference for international budget hotel practitioners, especially those involved in hotels that target the increasing number of travelers from China.

The budget hotel sector is the first accommodation choice for many Chinese mass tourists. This study is the first to conduct a systematic exploration of the behavioral patterns of customers toward budget hotels in this context. Moreover, this study adopts a holistic approach by adopting an experiential view in measuring the overall experience of customers in budget hotels.

This paper aims to answer the following four research questions: Where do tourists gaze at the destination? What do tourists gaze at the destination? How do tourists gaze differently? Why do tourists gaze differently referring to relevant theory?

With a computer vision approach, this study illustrated a series of maps that reflect where and what do tourists gaze at and compared the differences in the visual perceptions among Asian, European and North American tourists in Hong Kong.

The findings confirm that the “tourist gaze” is influenced by geographical and cultural conditions. The conclusions provided three types of implementations for destination management strategies and advocated a high engagement with computer vision technology.

In theory, this study proves that the “tourist gaze” is influenced by geographical and cultural conditions. The study’s methodological contribution lies in applying advanced technology of visual content analysis for big data relevant to the issue of the tourist gaze. Practically, the finding that has not been achieved via previous questionnaire surveys will serve as a reference for tourism recommendations and precision marketing. In addition, its practical contribution is that it offers a means by which to explore tourists’ perceptions of destinations and understand the attractiveness of destinations to tourists.

研究一方面使用计算机视觉深入学习模型对游客照片内容进行识别, 比较了亚洲、欧洲和北美游客在香港不同空间场景的视觉感知差异。另一方面, 研究借助ArcGIS软件对游客凝视地点和内容差异进行了具体可视化分析。

这项研究有四个研究子问题：

• （1） 游客在哪里凝视？

• （2） 游客凝视了什么？

• （3） 游客凝视内容有什么不同？

  （4） 为什么游客凝视不同？

（1） 游客在哪里凝视？

（2） 游客凝视了什么？

（3） 游客凝视内容有什么不同？

（4） 为什么游客凝视不同？

不同游客在旅游目的地的“凝视”存在差异, 差异表征具体体现在地点选择和内容偏好等维度。同时, 研究结果显示计算机视觉技术在旅游研究领域呈现较好的应用潜力。

理论上, 本研究佐证了”游客凝视”受地理和文化条件影响的理论。技术上, 本研究探索了视觉分析技术在游客凝视议题上应用, 为旅游目的地感知评估提供了新的视角。应用层面, 研究结论为旅游目的地精准营销提供了参考。

Resumen

Con un enfoque de visión artificial, este estudio ilustra una serie de mapas que reflejan dónde y qué miran los turistas, y compara las diferencias en las percepciones visuales entre los turistas asiáticos, europeos y norteamericanos en Hong Kong.

El estudio tiene cuatro preguntas de investigación:

• (1) ¿Dónde miran los turistas en el destino?

• (2) ¿Qué miran los turistas en el destino?

• (3) ¿Cómo miran los turistas de forma diferente?

• (4) ¿Por qué los turistas miran de forma diferente en referencia a la teoría pertinente?

(1) ¿Dónde miran los turistas en el destino?

(2) ¿Qué miran los turistas en el destino?

(3) ¿Cómo miran los turistas de forma diferente?

(4) ¿Por qué los turistas miran de forma diferente en referencia a la teoría pertinente?

Las conclusiones confirman que la “mirada del turista” está influida por las condiciones geográficas y culturales. Las conclusiones aportan tres tipos de aplicaciones para las estrategias de gestión de destinos y abogan por un alto compromiso con la tecnología de visión artificial.

En teoría, este estudio demuestra que la “mirada del turista” está influenciada por las condiciones geográficas y culturales. La contribución metodológica del estudio radica en la aplicación de tecnología avanzada de análisis de contenido visual para big data relevante para el tema de la mirada del turista. En la práctica, los hallazgos que no se han logrado a través de encuestas anteriores servirán de referencia para las recomendaciones turísticas y el marketing de precisión. Además, su contribución práctica es que ofrece un medio para explorar las percepciones de los turistas sobre los destinos, y comprender el atractivo de los mismos para los turistas.

This study aims to explore the dimensions and sub-factors of Airbnb hosts’ affinity-seeking strategies. It also aims to build a conceptual framework of hosts’ affinity-seeking strategies and their impact on Airbnb guests’ feelings of affection toward their host and/or the homestay and their behavioral intentions.

Based on 150,161 Inside Airbnb online reviews in three major US cities, this study uses semantic analysis to explore processes through which hosts’ affinity-seeking strategies are constructed.

A conceptual framework is proposed to identify two dimensions (warmth and competency) and their sub-factors (“presenting friendly attitudes,” “showing personality traits,” “providing service and help” and “promoting social interaction and sharing”) of Airbnb homestay hosts’ affinity-seeking strategies. The framework shows a positive relationship between these strategies and guests’ affection and behavior in response.

The research findings provide valuable insights to hosts for improving their affinity and strengthening their competitive advantages. They also offer guidance to destination management organizations on how to build a positive destination image.

To the best of the authors’ knowledge, this study is the first to conceptualize Airbnb homestay hosts’ affinity-seeking strategies. It contributes to the literature by incorporating social cognition theory and service theory in the analysis of these strategies.

This study aims to investigate how different menu types trigger diners’ behavioral intentions in restaurants’ innovation diffusion from paper to digital menus.

Four menu types, namely, paper menus with text only, paper menus with text and images, digital menus that show text and images or text and video with self-service technological functionality, are designed to empirically examine a mental process through which perceived information quality, perceived food quality and perceived service quality influence diners’ behavioral intentions.

Based on the online survey data from 502 diners, results show that the menu design influences customers’ perceptions. The video-based digital menu is the most effective to generate diners’ behavioral intentions, followed by a paper menu with text and images.

This study contributes to the innovation diffusion theory and stimulus-organism-responses theory to encourage the joint use of auditory and visual channels for digital menu design in restaurants.

The authors confirm the digital transformation in menu design in restaurants. Restaurant diners are also prepared and comfortable with digital menus, especially in the postpandemic world.

本研究目的在于调查在餐厅从纸质菜单到数字菜单的创新扩散过程中, 不同菜单类型如何影响餐厅客人的行为意向。

通过设计并使用四种菜单类型, 分别为只有文本的纸质菜单、具有文本和图片的纸质菜单、显示文本和图片或文本和视频的数字菜单以及具有自助技术功能的数字菜单, 本研究以实证方法考察了感知信息质量、感知食品质量和感知服务质量如何影响餐厅客人的行为意向的心理过程。

根据对502名餐厅客人的在线调查数据显示, 菜单设计影响了客人的感知。基于视频的数字菜单是影响餐厅客人行为意向最有效的菜单类型, 其次是文本和图片的纸质菜单。

本研究表明应鼓励在餐厅数字菜单设计中同时使用听觉和视觉元素。因此, 为研究促进了创新扩散理论和刺激-有机体-反应理论的发展。

我们证实了数字菜单在餐厅菜单设计中的转型。餐厅客人, 尤其是在在后疫情时代, 已经准备好并愿意接受使用数字菜单。

This study aims to explore the impact of the belt and road initiative (BRI) on tourism development in China and to identify the factors contributing to the BRI’s effect on tourism development.

This study evaluates the impact of the BRI on tourism development using 2007–2017 panel data from 31 provinces and municipalities in China. The data are analyzed using the difference-in-differences method and the factors contributing to the BRI’s effect on tourism development are identified through an analysis of online reviews by users of a massive open online course offered on the FutureLearn platform.

The result suggests that the BRI has boosted total tourism revenue and total tourist arrivals in the BRI region comparing with other regions. Four factors contributing to the BRI’s impact on tourism development in China are identified: macro-environmental factors, transit factors, destination factors and tourism policy and promotional factors.

The BRI has had a significant impact on regional tourism development, yet very few empirical studies have systematically examined the impact of BRI on tourism development. Thus, this paper also addresses this research gap by evaluating the extent to which BRI impacts tourism development and contributes to the factors affecting tourism development.

审视丝绸之路对中国旅游发展的影响：来自MOOC学习平台的见解

本论文旨在开拓丝绸之路（BRI）对中国旅游发展的影响, 以及指出其影响的各种因素。

本论文采用2007年−2017年十年间的来自中国31个省市自治区的平台数据来审视BRI对旅游发展的影响。分析方法为双重差分（DID）模型, 并且对FutureLearn平台的慕课用户在线评论的分析, 来审视BRI对旅游发展的作用。

研究结果表明, BRI帮助发展了整个旅游经济以及整个BRI区域的旅游人次, 相较于其他区域。本论文指出了四个BRI影响中国旅游发展的因素：宏观环境因素、过渡因素、目的地因素、和旅游政策和发展因素。

BRI对区域旅游发展起到显著作用, 然而, 非常少实证研究曾系统地检验过BRI对旅游发展的影响。因此, 本论文解决了这个研究缺口, 指出了BRI对旅游发展的影响, 以及影响其发展的各种因素。

There are many human resource challenges facing China's hotel and tourism industry. The key issues are: the lack of qualified staff at both operational and managerial levels, high staff turnover rates, the unwillingness of university graduates to enter the industry, and the gap between what is taught in school and college and the realities of the industry itself. The aim here is to explore these issues by interviewing industry executives and academics and via the authors' own experiences of teaching and research in China. It is hoped that these issues will be noted by the Chinese government and by industry leaders, and academics, as it will take a collaborative effort to address them.

China’s tourism and hotel education at tertiary level started in the late 1970s. A lack of qualified tourism educators and employees is a common concern for all levels of Chinese tourism education. Further education and training for the faculty in institutions has become an urgent need for the Chinese government and the institutions themselves. The purposes of this study are to examine the education needs of tourism academics in terms of their perception of the value of upgrading their qualifications, the likelihood of further studies, levels of attainment, preference of study places and possible barriers; to understand the degree of importance of upgrading their qualifications; and to identify the main tourism training and education issues facing China in the twenty‐first century. The results suggest that the Chinese academics perceive upgrading their qualifications and getting more exposure to the outside world as important to them. The training and education issues facing China in the twenty‐first century are improvement of the tourism education system and its structure, improvement in the design of the syllabuses with more language training and the balance of theory and practice, change from a traditional teaching mode to a more modernized innovative and interactive teaching mode, and greater responsiveness of education to the needs of the industry.

Examines tourism policy implementation in Chinese tourism enterprises. In general, all tourism enterprises indicated that economic‐oriented tourism policies implemented promoted the development of tourism in China since the adoption of economic reform and open‐door policy in 1978. Chinese tourism policies have established a legal framework for the administration, management and operation of tourism enterprises. This framework has covered almost all aspects of tourism industry. However, Chinese tourism enterprises also found difficulties in implementing some policies and regulations. Some regulations are too strict and do not allow the tourism enterprises to implement in accordance with their real circumstance. The study also suggests that tourism policy implementation in China has two different patterns in two different kinds of tourism enterprises. Further argues that tourism policy implementation in China is a “top‐down” and “trial and error‐correcting” model. These findings provide the important implications in studying the political dimensions of tourism, including tourism politics and tourism policy‐making process, particularly in the context of socialist countries.

China's travel agent industry started becoming a service industry after China opened its doors to the outside world in 1978. During the process of economic reform and marketization, the industry has become much more mature than 25 years ago. With China's accession to World Tourism Organization, the travel service industry will open its market for competition between foreign travel agents and the ones in China. Through studying and investigating the developing history and the current operating condition of the travel agents, this paper analyzes opportunities and challenges facing China's travel agents upon China's accession to the World Trade Organization.