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This study explores consumers' perceptions of purchasing fast food items through online platforms. The central idea of this research is to practically assess the various elements impacting the consumers’ perceptions of online purchasing of fast food items and find out the factors with high importance and performance value.

A quantitative research approach was used to collect data from 402 participants in the form of a pen-and-paper-based method using a 5-point Likert scale. The collected data were analyzed using structural equation modeling (SEM) and importance-performance analysis. Theory of planned behavior and technology acceptance model form the basis for this research.

The findings indicate that constructs such as convenience, perceived quality and perceived healthiness positively influence consumers' perceptions of online purchasing of fast food items. On the other hand, competitive prices, discounts and promotions (CPDP) and online shopping experience have no significant impact on perceived value for money.

A constraint of this study is that it was done in a particular geographical location, which restricts the generalizations of the findings. The study only examined consumers' perceptions of online fast food purchasing, and future research could explore consumers' actual behaviors toward personalized fast food recommendations by online sellers.

The research supports and extends the existing literature by comprehensively understanding consumers' perceptions of purchasing fast food online. These findings can help online fast food sellers improve their services and develop targeted marketing strategies.

The massive adoption of virtual reality (VR) applications has started since the COVID-19 pandemic, and until now, VR applications are still being used. However, there is limited research that analyses the consumer's perspective on the adoption of VR applications. Thus, this study discovers the adoption of VR applications in the hospitality sector by integrating the value-based adoption model (VAM) and VR quality.

The data were gathered through a survey of 500 respondents and evaluated through the structural equation model-partial least squares (SEM-PLS).

Employing SEM-PLS and importance-performance map analysis (IPMA), the findings revealed that VR quality and perceived value are essential determinants in the adoption of VR applications in the hospitality industry.

Practically, this study encourages the hospitality industry to create and develop high-quality VR application technology to benefit visitors. Through this study, hospitality marketing managers, governments and others concerned with the hospitality industry’s future development can create effective ways to increase the adoption of VR applications in this industry.

This study offers novel perspectives into the theory and application of VR quality and VAM in the adoption of VR applications in the hospitality industry.

In recent years, there has been significant interest in adopting XR (extended reality) technologies such as VR (virtual reality) and AR (augmented reality), particularly in retail. However, extending activities through reality-mediation is still mostly believed to offer an inferior experience due to their shortcomings in usability, wearability, graphical fidelity, etc. This study aims to address the research gap by experimentally examining the acceptance of metaverse shopping.

This study conducts a 2 (VR: with vs. without) × 2 (AR: with vs. without) between-subjects laboratory experiment involving 157 participants in simulated daily shopping environments. This study builds a physical brick-and-mortar store at the campus and stocked it with approximately 600 products with accompanying product information and pricing. The XR devices and a 3D laser scanner were used in constructing the three XR shopping conditions.

Results indicate that XR can offer an experience comparable to, or even surpassing, traditional shopping in terms of its instrumental and hedonic aspects, regardless of a slightly reduced perception of usability. AR negatively affected perceived ease of use, while VR significantly increased perceived enjoyment. It is surprising that the lower perceived ease of use appeared to be disconnected from the attitude toward metaverse shopping.

This study provides important experimental evidence on the acceptance of XR shopping, and the finding that low perceived ease of use may not always be detrimental adds to the theory of technology adoption as a whole. Additionally, it provides an important reference point for future randomized controlled studies exploring the effects of technology on adoption.

Gastronomic festivals are important events to bring people together around food-themed activities. This study aimed at determining the relationships between festival quality, memorable food experience, loyalty, behavioral intention, hedonic well-being, and eudaimonic well-being. In this study, festival quality is the independent variable that affects the memorable food experience, the memorable food experience is the independent variable that affects loyalty, and loyalty is the independent variable that affects behavioral intent. Hedonic well-being and eudaimonic well-being are moderating variables. Behavioral intention is the dependent variable, while memorable food experience and loyalty are both dependent and independent variables.

The population consisted of local tourists visiting Orange Blossom Carnival held in Adana, Turkey. The survey technique and the convenience sampling method were preferred and 545 data were obtained.

The analysis results showed that all dimensions of the memorable food experience are strongly affected by festival quality. Plus, superior service approach and high value perception dimensions of the memorable food experience have significant effects on loyalty. Furthermore, destination loyalty was found to have a strong effect on behavioral intentions. Moreover, higher levels of Hedonic well-being (HWB) and Eudomenic well-being (EWB) were found to increase the effect of loyalty on behavioral intention; accordingly, the moderator roles of HWB and EWB were determined.

This article provides information that the memorable dining experiences of festival visitors who attend the Orange Blossom Carnival in Adana affect the quality of the festival and their intentions to loyalty. In addition, in the study, it was found that the well-being of carnival visitors had a moderating role in the effect of their loyalty on their behavioral intentions. Therefore, this article provides information on how the food experiences and well-being of the visitors at the gastronomy festival will affect which factors.

According to the findings, gastronomy-based events may affect tourists’ experiences, and tourists’ psychological well-being affects loyalty and behavioral intentions. Destination management organizations can learn about gastronomy-based festivals. The results of the study include a number of theoretical and practical findings for destination management organizations, festival managers, policy makers and academics working in the literature.

The purpose of this study is to examine the impact of experience dimensions on the engagement in pro-environmental behaviour (PEB) within nature-based tourism in China. The focus was on sustainable/responsible consumer behaviour by the Chinese Gen Z (18–26 years).

Firstly, a conceptual model was suggested, drawn on experiential marketing approach. Secondly, an empirical study (online survey) with a sample of 580 young persons was conducted and data were analysed using structural equation modeling (SEM).

It was revealed that the act and feel dimensions significantly influence experiential value (EV), and EV positively affects satisfaction, significantly impacting arousal and memory. Positive outcomes of experience impact Gen Z members’ engagement in PEBs. Furthermore, arousal and memory play a similar and partial mediating role between satisfaction and engagement in PEB.

The insights gained give support and guidance to tourism destinations and suppliers to promote environmentally friendly behaviour among tourists. This understanding is valuable and useful to industry practitioners in elaborating and implementing the appropriate strategies to stimulate, motivate and promote tourists’ PEB.

This study elaborates an integrative framework, drawn on a marketing approach and establishing a relationship between experiential dimensions and engagement in PEB through the mediating factors of perceived EV, satisfaction, memory and arousal. It provides tourism researchers with new perspective and insights on tourism experience and consumption behaviour.

本研究证实了体验维度对于中国自然旅游地游客的亲环境旅游行为(PEB)的影响。研究对象聚焦于中国Z世代(18 至26 岁)游客的亲环境行为。

本研究基于体验营销, 提出了一个概念模型, 对580名Z世代游客进行了实证研究(在线调查), 并采用结构方程模型（SEM）对数据进行分析。

结果表明, 行动维度和情感维度显著影响体验价值, 体验价值正向影响满意度, 满意度显著影响唤醒度和记忆。体验后的积极结果会影响Z世代游客的亲环境行为的参与。此外, 唤醒度和记忆在满意度和亲环境行为参与之间起平行的部分中介作用。

研究结果可为旅游目的地的管理者和从业者提供借鉴和参考, 以促进游客的环保行为。这对于旅游业从业者制定和采取恰当的策略来促进和激励游客的亲环境行为也具有重要意义。

本研究基于营销方法, 构建了一个整合框架, 并通过体验价值、满意度, 记忆和唤醒度等中介, 建构了体验维度和参与亲环境行为之间的关系, 拓展了旅游体验及消费行为的研究视角。

El propósito de este estudio fue examinar el impacto de las dimensiones de la experiencia en el comportamiento turístico proambiental (CTP) en el turismo de naturaleza en China, centrándose en el comportamiento sostenible y responsable de la Generación Z china (entre 18 y 26 años).

Se propuso un modelo conceptual basado en el enfoque del marketing experiencial. Posteriormente, se llevó a cabo un estudio empírico mediante una encuesta en línea a 580 jóvenes, y los datos obtenidos se analizaron utilizando SEM (Modelado de Ecuaciones Estructurales).

Se encontró que las dimensiones “actuar” y “sentir” tienen una influencia significativa en el valor experiencial, y este último impacta positivamente en la satisfacción, lo cual a su vez influye en la excitación y la memoria. Los resultados positivos de la experiencia turística tienen un efecto en el compromiso de los miembros de la Generación Z con el comportamiento turístico proambiental. Además, tanto la excitación como la memoria desempeñan un papel parcialmente mediador entre la satisfacción y el compromiso en el CTP.

Los conocimientos obtenidos en este estudio brindan apoyo y orientación a los actores del sector turístico para fomentar un comportamiento respetuoso con el medio ambiente entre los turistas y visitantes. Esta comprensión es valiosa y útil para los profesionales del sector al diseñar e implementar estrategias adecuadas que estimulen, motiven y promuevan el comportamiento turístico proambiental.

Este estudio presenta un marco integrador basado en el enfoque del marketing experiencial, estableciendo una relación entre las dimensiones experienciales y el compromiso en el CTP a través de factores mediadores como el valor experiencial percibido, la satisfacción, la memoria y la excitación. Proporciona a los investigadores del turismo una nueva perspectiva y conocimientos sobre la experiencia turística y el comportamiento de consumo.

Effective post-disaster communication is essential for destination marketing organizations to encourage visitors following natural disasters. This research aimed to analyze the impact of two typical types of post-disaster communication messages – solidarity messages and testimonial messages – on post-disaster visiting intention. This research proposes effective communication strategies for post-disaster destination marketing.

For the case of Jiuzhai Valley, China, which experienced market recovery after two years of rebuilding following a 2017 earthquake, this study designed three contextual experiments based on post-disaster communication scenarios on the Internet and social media to test the causal chain between recovery message types and post-disaster visiting intentions. The data were analyzed using analysis of variance, independent samples t-tests, and the bootstrap method.

The results indicate that both solidarity messages and testimonial messages evoked higher visiting intention than the no-message group. However, solidarity messages (vs testimonial messages) were more effective when shared on the destination management organization's official account than when they were shared on an influencer's account, with their effects being mediated by the symbolic – as opposed to the hedonic – value of tourist behavior.

Destination management organizations should actively carry out marketing communication through the Internet and social media for areas that have experienced disasters. Crisis communicators should consider inviting popular social media influencers to visit the destination and share their experiences to enhance market confidence, while also paying more attention to the operation of official social media accounts.

This study sheds light on the use of the Internet and social media as tools for post-disaster marketing. By expanding on post-disaster communication theory, this study fills a research gap regarding the effectiveness of tourism marketing strategies after a crisis.

This study explores the influence of heritage brand extension on consumer purchase intention and analyses the effects of pop culture involvement. The extension of heritage brands is becoming increasingly difficult because such an extension needs to be consistent with the unique characteristics of brands and resonate with consumers. However, few scholars discuss the influence of consumers' level of pop culture involvement on brand extension and purchasing behaviour.

Taking time-honoured brands as an example, this study established a conceptual model based on a comprehensive review of the literature, and then tested the model using a sample of 255 respondents who were familiar with one of the selected Chinese time-honoured brands. Structural equation modelling was used to analyse the relationships amongst brand extension fit, pop culture involvement, perceived value and purchase intention.

Time-honoured brand extension fit has a positive impact on consumer purchase intention, and this path is significantly influenced by the mediation mechanisms of perceived value. Situational pop culture involvement can significantly strengthen the relationship between time-honoured brand extension fit and perceived value, whereas enduring pop culture involvement does not.

The results clarify and expand on the different roles of cultural involvement in time-honoured brands and broaden research on the influence of cultural involvement in this regard. This study has significant theoretical value for the inheritance and revival of heritage brands and provides a reference for the practice of time-honoured brands.

Social participation and user-generated contents have engendered an era when “any receiver can be a provider.” Although studies have emphasized on increasing the number of subscribers conducive to platform success, the issue regarding why viewers drop their registered YouTuber channels has been less addressed. This article aims to present and empirically test a causal model to account for the pattern of discontinuous intention of attention to YouTuber channels.

Inspired by the expectation–disconfirmation theory, the study proposes and examines a research model by using an empirical quantitative approach. The proposed model considers channel and YouTuber facets, as well as potential moderation effects of viewing seniority.

Analysis of a sample of 406 questionnaires revealed that ads interference is not a significant reason for discontinuation of viewing a channel, in contrast to insufficient playfulness and inconsistency. Regarding YouTubers’ features, both interaction inadequacy and negative self-disclosure are significant determinants of perceived dissatisfaction and discontinuation of viewing. The effects of determinants of discontinuity depend on viewers' seniorities, except for negative self-disclosure.

While existing studies have focused mainly on revealing the determinants associated with the behavioral intention of viewing YouTuber channels to increase self-media performance, this research contributes insights into the literature investigating why existing viewers stop following a certain YouTuber channel. From a psychological perspective, this study demonstrates the value of modeling discontinuous behaviors toward YouTuber channels in the domain of social marketing.

The problem of environmental pollution is becoming increasingly severe, and international consensus confirms the need for eco-friendly consumption. Worldwide, the eco-friendly food market is booming, so understanding consumers’ motivations to purchase these foods is crucial. This paper aimed to construct a model explaining consumers’ intentions to purchase eco-friendly food by combining stimuli-organism-response (SOR) and signalling theories and exploring the mechanisms by which macro- and micro-signals impact perceptions of value and consumers’ subsequent willingness to purchase eco-friendly food.

An online questionnaire was distributed through the Qualtrics platform, and the completed questionnaires were collected in March and April 2023. The study used partial least squares structural equation modelling (PLS-SEM) to analyse the 331 valid responses received.

The results indicated that trustworthy eco-labels for high-quality and health-promoting products, as conveyed in macro signals, significantly enhanced consumers’ perceptions of functional value. The peer effect and a moderate level of food anthropomorphism conveyed in micro-signals substantially improved their perceptions of social value, whilst the perceived value of products significantly and positively influenced their purchase intentions.

This study explains consumers’ motivations to purchase eco-friendly products. This provides an explanation for the effect of macro- and micro-signals on value perceptions. By integrating the different dimensions of these signals to create a unified research perspective, the paper provides an integrated model, thereby filling a research gap concerning the influence of two-dimensional signals on purchase intention. By supporting eco-friendly food use, the paper contributes to environmental protection and sustainable development.

The normalization of COVID-19 disease prevention has presented a major opportunity for the transformation and upgrade of cultural and tourism products in Taiwan. This paper aims to explore the attractiveness of Taiwanese military dependents’ villages, known as juancun, two studies were conducted to test the path relationships of juancun experiencescape, authenticity, memorability and revisit intention.

This research conducted two studies by using a mixed sampling of snowball sampling and purposive sampling for the questionnaire survey. Based on the 397 valid questionnaires retained in Study 1, a cultural heritage site experiencescape was developed and validated; in Study 2, 393 valid questionnaires were collected, and structural equation modeling was conducted to test hypotheses that were developed drawing on the stimulus–organism–response model and theory of buyer behavior.

It is revealed that cultural heritage site experiencescape include natural and cultural, social, sensory and functional factors and that the experiencescape affects authenticity positively; “existential authenticity–memorability” mediates the relationship of experiencescape and revisit intention, whereas co-creation behavior has the positive moderating effects on the relationship of experiencescape and authenticity.

The research developed an experiencescape scale for cultural heritage sites and described the managerial implications for destination management organizations regarding product development and service design.

COVID-19疫情防控的常态化为台湾的文化和旅游产品升级转型提供了巨大的契机。为了明确台湾眷村的旅游吸引力, 本研究操作两个研究设计以检定眷村体验景观、真实性、难忘性及重游意图之间的路径关系。

本研究操作的两个研究设计皆采用滚雪球抽样和目的性抽样的混合抽样方法进行问卷调查。基于研究设计一回收的397份有效问卷, 发展和验证了眷村文化遗产地体验景观量表; 运用研究设计二回收的393份有效问卷, 操作结构方程模型分析以检定基于刺激-机体-反应理论和买方行为理论发展的假设。

本研究揭示了文化遗产地体验景观包含自然与文化、社会、感官、功能性因素; 体验景观正向影响真实性; “存在主义真实性-难忘性”中介调节体验景观和重游意图的关系; 共创行为正向调节体验景观与真实性的关系。

本研究发展了文化遗产地体验景观量表, 并就产品发展和服务设计为旅游目的地管理组织提供了实务建议。

Esta investigación llevó a cabo dos estudios mediante un muestreo mixto de bola de nieve y muestreo intencionado para la encuesta por cuestionario. A partir de los 397 cuestionarios válidos retenidos en el Estudio 1, se desarrolló y validó el experiencescape del patrimonio cultural; en el Estudio 2, se recogieron 393 cuestionarios válidos y se realizó un modelado de ecuaciones estructurales para probar las hipótesis que se desarrollaron a partir del modelo estímulo-organismo-respuesta y la teoría del comportamiento del comprador.

La normalización de la prevención de la enfermedad COVID-19 ha supuesto una gran oportunidad para la transformación y mejora de los productos culturales y turísticos de Taiwán. Para explorar el atractivo de las aldeas de los familiares de militares en Taiwan, conocidos como juancun, se realizaron dos estudios para probar las relaciones de trayectoria del experiencescape del juancun, la autenticidad, la memorabilidad y la intención de volver a visitarlo.

Se revela que el experiencescape del patrimonio cultural de la aldea militar incluye factores naturales y culturales, sociales, sensoriales y funcionales, y que el experiencescape afecta positivamente a la autenticidad; la “autenticidad existencial-memorabilidad” media en la relación del experiencescape y la intención de volver a visitarlo, mientras que el comportamiento de cocreación tiene los efectos moderadores positivos en la relación del experiencescape y la autenticidad.

La investigación desarrolló una escala de experiencescape para el patrimonio cultural del sitio y describió las implicaciones gerenciales para las organizaciones de gestión de destinos en relación con el desarrollo de productos y el diseño de servicios.