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The question of whether tourist destinations established in the aftermath of a disaster will attract visitors remains unanswered. This study attempts to answer this question by examining the effect of nation identity on tourists' loyalty in dark heritage tourism through place attachment using the social identity and attachment theory.

In this quantitative study, data were collected from 622 tourists through a survey method at Jallianwala Bagh, Amritsar, India. Data analysis was performed using exploratory factor analysis (EFA), confirmatory factor analysis (CFA) and structural equation modelling.

The findings of the study suggest that tourists' national identity is a very important variable, not only in retaining the tourists at a destination but also in increasing their attachment towards that particular destination. Place attachment is found to be a predictor of tourist loyalty at a dark tourist destination. Finally, results of the mediation analysis show that place attachment mediates the relationship between national identity and tourist loyalty.

The findings of the study contribute to the research knowledge about a dark heritage tourist destination by exploring the role of national identity in explaining the place attachment and tourist loyalty towards a dark heritage tourist destination. The practical implications for site managers have also been discussed.

The study used the social identity theory and attachment theory to come up with an empirical model of place attachment for a dark heritage tourist destination. This study adds value to understanding national identity, place attachment and tourists' loyalty by exploring their inter-relationship. The focus on diverse characteristics of place attachment is what makes this study unique.

The purpose of this paper is to propose the mechanism of festival attachment and examine how it serves as a significant predictor of place attachment and place loyalty.

Through on-site survey with convenience sampling, 465 visitors were surveyed at the Pingxi Sky Lantern Festival, which is one of the most famous Taiwanese festivals. Structural equation modeling is used to examine the proposed research model.

Empirical results of this study reveal that “hedonism” is the most important antecedent for improving festival attachment, followed by novelty seeking, attractions and cultural exploration. Festival attachment exerts positive effects on place attachment, which then increases place loyalty. Moreover, place attachment partially mediates the relationship between festival attachment and place loyalty.

By hosting festivals, festival managers can induce festival attachment in visitors and then transfer the attachment with festivals into the host place. The findings of this study demonstrate the major role of festivals in promoting local tourism.

The purpose of this paper is to investigate the drivers of visitation intention, including demographic, psychographic (animosity, national attachment and consumer ethnocentrism) and image factors on tourist decision-making in a situation of bilateral conflict between the destination country and the source country, that is, the USA and Russia, respectively.

The data were collected at two different points in time from two different samples but analyzed with the same research question in mind. To increase the robustness and validity of findings, three analytical approaches from the repertoire of statistics and data mining techniques such as hierarchical linear regression, logistic regression and decision tree analysis were applied to two independent samples of tourists with different demographic profiles. This multiple methods research employs a complementary design, as methods used have equal importance and are applied concurrently.

The paper obtained generally consistent results across methods and samples: general animosity, destination image and country image are the most influential factors in the tourists’ decision-making to visit a destination country with which their own country has strained bilateral relations.

Destination image is highly important in all analyses and is more favorable than country image. It indicates some degree of separation of the two images in the respondents’ mind, which indicates that marketing a country as a tourist destination on a not-so-friendly tourism market may still be effective. Results also tentatively indicate that for young adults, patriotic feelings matter more in their decision-making, while for more mature tourists, ethnocentric tendencies play a more important role.

The paper examines the influence of general and situational animosity, national attachment, and consumer ethnocentrism on visitation intentions in a situation of conflict between the two nations and, thus, expands the empirical evidence accumulated to date on tourist behavior in conflict. The paper acts on the premise that if a connection between any two variables truly exists, it should be able to withstand variations in samples, timing of data collection and measurement, thus, leading to more robust findings.

The purpose of this paper is to explore whether there are any effects on Hong Kong university students’ national identity after short-term study abroad. If so, what sources of influence from the short-term study abroad programme contribute to the students’ change in national identity?

Using the case study approach, 85 students completed a questionnaire, and a small group of 12 students were invited to individual interviews for further investigation.

Results show that the students’ perceptions of national identity are multiple and complicated through the lens of four components of national identity. The responses of students’ perceptions of change in identity were pointed to three statements: “feeling prouder of being Chinese”, “Hongkongers are very different from mainland Chinese” and “no change in my views of national identity”. The influences of study abroad experiences on national identity varied, dependent on the students’ interaction with the local and non-local people, and reflection on their own identity, whether on the cultural or political differences or on national achievements.

The findings of this study can inform educators and administrators to enhance profound short-term study abroad experience for the students. The limitation of this case study is that it is concerned with understanding how small numbers of students construct meaning from their individual experience. It is recommended that studies with larger sampling sizes be conducted to investigate students’ perceptions of their national identity before and after studying abroad.

Considering the increasing number of Hong Kong youths who have participated in these short-term study-abroad programmes in higher education, the findings of this study are significant in terms of awakening the students’ taken-for-granted national identity, if any. The programme serves as a means of triggering the students’ feelings and emotions regarding their identity in different national, social and cultural contexts. This can inform policy makers, educational administrators and teachers to formulate an appropriate national education curriculum for the youth.

Purpose – This chapter examines place attachment and spatial mobility intentions among highly skilled professionals who are descendants of low-skilled migrants from Turkey. Having achieved considerable intergenerational mobility, these professionals work in prestigious international firms.

Research Design – The analysis in this chapter is based on 27 indepth interviews with descendants of migrants from Turkey, who now occupy leading positions within the corporate business sector in France, Sweden, Germany and the Netherlands.

Findings – The study reveals that respondents feel attached to the city they live and work in, but feel less attached to the country at large. Along with this ambiguity towards their home country, they are open to spatial mobility and would move to another country based on their career aspirations. They display a feeling of ‘inbetweenness’, but they are able to turn this condition to their advantage by framing it as an inherent adaptability to the marketdriven requirement to be mobile.

Originality and Implications – The study provides an original contribution to the field by focussing on an understudied group: highly educated descendants of migrants from Turkey. The findings have practical and social implications, showing that, despite their steep upward mobility and success in the labour market, descendants of migrants continue to be the subject of integration and exclusion discourses that influence their sense of belonging to the countries where they were born and raised.

This paper aims to investigate the effect of metaphor “Digital India-Power to Empower” on citizens’ intention to adopt the e-governance while taking citizens’ attitude and emotional attachment with Digital India as mediating variables between citizens’ involvement and intention to adopt e-governance.

After reviewing the extant literature and using the learning from Technology Acceptance Model-Extension (TAME), a conceptual model has been proposed. The model is empirically tested on 224 respondents from India using structural equation modeling technique.

The paper suggested that the metaphoric promotion of E-Governance leads to a higher intention to adopt E-Governance. Metaphoric promotion has a positive influence on citizen involvement with E-Governance, which leads to positive attitude toward E-Governance. This positive attitude leads to citizens’ emotional attachment with E-Governance, which in turn leads to citizens’ positive behavioral intention to adopt E-Governance. In addition, there is a significant difference in attitude toward E-Governance with respect to education level and metro city dwelling, but there is no difference in intention to adopt E-Governance with respect to education and metro city dwelling.

As there is a dearth of research on the usage of metaphor by government and its effect on citizens’ adoption of E-Governance, a conceptual model has been prepared by using learning from metaphor studies majorly in non-government services.

As marketing and metaphors are rarely spoken words in E-Governance research, present study starts the much-needed conversation. In the past, adoption of E-Governance is studied in terms of technology attributes using TAM Model. The present study is first to explore the behavioral impact of E-Governance metaphoric promotion on citizens’ intention to adopt E-Governance based on TAME model. It raises the issue of marketing foundation of E-Governance in mobilizing the citizens’ intention to adopt the E-Governance.

Using trade tensions as a background scenario, the study aims to investigate the dynamics of coexistence between cosmopolitan trends and the patriotic moods of luxury consumers, and how these feelings interact with both economic animosity and intention to buy luxury products originated in the hostile country.

The analytical framework was tested through an empirical survey carried out on Russian and Chinese consumers. In total, 766 questionnaires were collected and were analysed using structural equation modelling method.

Results confirm that patriotic sentiments and economic-based feelings are negatively associated with intentions to buy luxury products that originated in the hostile area. Furthermore, results show that cosmopolitanism positively influences intention to buy. However, the positive effect of patriotism on economic animosity combined with its indirect effect on the intention to buy may reduce the strength of luxury products.

The study has practical implications since it identifies strategic suggestions for luxury companies' managers. More specifically, they have to be aware of the patriotic trends affecting Russian and Chinese consumers and should actively seek to leverage local partners' knowledge in order to better connect with customers' expectations.

The study contributes to a better understanding of the influence exerted by cosmopolitan orientation and patriotic feelings on luxury goods purchase intentions. The study also examines cosmopolitanism and patriotism as antecedents of animosity, which have not been extensively researched in the past with respect to the luxury sector.

The National Football League (NFL), the most lucrative sports league in the world, has its second largest foreign audience in Brazil. Its Brazilian broadcasts stimulate the audience to extrapolate television reception and interact through a social media platform, seeking to integrate a collective consumption. Thus, attachments are established between consumers and league. Based on this, this study aims to analyze how the interaction in social media of the Brazilian NFL audience, during the transmissions of its games, results in consumption attachments.

The method undertaken was Netnography, commonly used to investigate cultural practices occurring in online environments. The research corpus consisted of messages posted on Twitterhashtags created by the ESPN Brazil channels to reverberate its broadcasts of the league between 2016-2017 and 2017-2018 seasons.

The findings of this study indicate that Brazilian audience interaction in social media establishes consumer attachment with the NFL by means of the brand elements and aspects of social life, mediated by the league.

The research observed only the part of the Brazilian audience of the NFL that engages in the broadcasts of the games through social media.

The research of this study demonstrates how brands can use social media to enable social interactions that create or improve consumer attachments with them.

The study presents how a media brand imbricated in the American culture has been the target of attachment by Brazilian fans through social media interactions.

Purpose – The purpose of this chapter is to show how Moroccan-Dutch young people discuss national belonging in a context fraught with experiences of exclusion.

Design and Methodology – Data were collected in three rounds of focus groups with the same Moroccan-Dutch participants, addressing a different aspect of their identity in each round. To analyse the data, a narrative approach was used that considers both the import of stories as well as the contextual opportunities and constraints for sharing stories.

Findings – The analyses show how participants used ‘subjunctive stories’, which highlight the possibility of alternative meanings, to address the controversial issue of national belonging without contradicting the dominant storyline of exclusion. While the Dutch national identity could not be explicitly adopted – at least not in the company of their peers – Moroccan-Dutch young people imagined what national belonging might look like in their stories.

Research Implications – An approach to narrative that considers its subjunctive properties may sensitize researchers to the ways in which people express hopes and desires in spite of macro- and microcontextual constraints.

Value/Originality – This study takes issue with the tendency in academic research on belonging to focus on exclusion; it shows how the actual narratives reveal a longing to belong, even in the face of exclusion.

The purpose of this paper is to examine whether events such as acts of terrorism, political and social turmoil, military conflicts, epidemics, and similar influence preferences of Russian tourists for international and domestic travel (DT) and the role of psychographic and demographic factors in this process.

The study is a survey of 139 international tourists from a large Russian city. Variables representing the influence of instability in the world on selecting international vacations (unstable world, UW) and the willingness to turn to DT instead (domestic tourism, DT) were operationalized. The study operationalized the constructs of national attachment and consumer ethnocentrism and then converted them into manifest variables, NAT and CET. Hierarchical linear regression and logistic regression were conducted to investigate the relationship between UW and DT variables and personal factors. Supporting ANOVA and χ² tests were conducted to further explore those relationships.

The study found that being a female, older and more attached to the homeland make Russian tourists more receptive to threats and risks of international travel; however, being wealthier, makes them less susceptible to those threats. Those with higher ethnocentric tendencies are more likely to turn to DT instead, while those with higher income are less likely.

The study does not pertain to a particular “destination-negative event” context. Nor the study is interested in a particular travel risk or whether or not Russian tourists perceive international travel as risky. The study focuses on to what degree those perceptions influence their decisions to travel internationally or domestically. Psychographic consumer ethnocentrism and national attachment variables that are rarely used in tourism studies were employed to better understand the destination selection process of Russian tourists in the UW.