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Online travel agencies (OTAs) have an important role to play in reactivating tourism activity following a health crisis by providing information about the health conditions of tourist destinations. Once developed, it is necessary to analyze the effectiveness of the information provided and ascertain whether the provision of such information effects the understanding of the value of using OTAs and, in turn, the intention to do so.

This paper, based on an empirical case study conducted during the COVID-19 pandemic, examines whether following a health crisis, the quality of information provided by OTAs on the health conditions of tourist destinations and the perceived value of their offer generate a greater OTA services reuse intention, and signals, therefore, a return to travel.

The results show the quality of the information positively influences the perceived value, but not the OTA services reuse intention. Rather, the perceived value positively influences the OTA services reuse intention.

Overall, it can be suggested that providing quality health information for a destination is a necessary strategy because it contributes to increasing the perceived value of OTAs. To incentivize the intention for repeated use of OTA services, it is necessary to consider the perceived value that influences the intention to make repeat OTA reservations.

This research offers a novel perspective about the OTAs’ contribution to the recovery of the activity of the tourism industry after a health crisis. This contributes to achieving a more resilient sector in the face of future health crises.

The city of Quito is a World Heritage Site (WHS) in Ecuador and the city owns one of the best-preserved and extensive historic centers in Latin America for cultural tourism. This study aims to identify the factors that constitute perceived value construct at the WHS of Quito.

This research collects data from tourists who have visited the city of Quito, Ecuador. A total of 381 on-site questionnaires are used. Data have been analyzed using exploratory factorial analysis.

Results regarding the dimensional structural framework of perceived value indicate that perceived value at the WHS of Quito has five factors: (1) monetary and non-monetary costs (MNC), (2) staff service quality (SSQ), (3) tourist offer accessibility (TOA), (4) destination attractiveness (DA) and (5) information accessibility (IA).

Two new factors of accessibility have been proposed in this study for measuring consumer value at a WHS. Perceived value and accessibility have been treated as two separate subjects in academic literature before. However, this article contributes to the understanding of perceived value at WHS, including factors linked to accessibility. Both managerial and theoretical implications for WHS are discussed.

This study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image, commemorative product perceived value and tourists’ behavioral intentions (TBIs) in the sports tourism context of the Beijing Winter Olympic Games. Additionally, the article discusses the role of event image and product perceived value in enhancing the SMAs’ effect on TBIs.

The research analyzed 315 valid questionnaires from tourists in the Chinese market by structural equation modeling.

The results indicate that SMAs positively impact sports tourism event image, tourists’ perceived commemorative product value and TBIs. Meanwhile, event image and product perceived value mediate the SMAs and TBIs relationship.

Considering SMAs as essential for sustainable development, this paper contributes to the strategic management discipline. Additionally, the research expands the analysis of event image and product perceived value in the brand theory and customer behavior research.

The article outlines the principal value of SMAs implementation in enhancing behavioral intentions. It also reveals that a favorable event image and good perceived value can enhance SMAs’ effectiveness toward positively influencing TBIs, especially purchase intentions. It provides a new vision for nonprofit organizations to prioritize SMAs’ implementation in marketing strategies.

It is pioneering work with a complex research framework for SMAs implementation in the sports tourism context.

This study aims to examine how the initial ambiguity of COVID-19 contributed to tourists' intentions for visiting a once-viral outbreak site in the future.

The present study (N = 248) used partial least-squares structural equation modeling (PLS-SEM) to examine whether perceptions of ambiguity and mismanagement of COVID-19 are indirectly related to intentions to travel to Wuhan in a post-pandemic world through perceptions of risk and tourism value. Further, whether the model effects differed as a function of individual safety orientation was examined.

Perceptions of COVID-19 risk and tourism value serially mediated the effects of perceived COVID-19 ambiguity on post-pandemic travel intentions. Safety orientation did not moderate any paths. Perceived risk was a negative direct correlate of post-pandemic travel intentions.

The current study's strength is rooted in its specific targeting of post-pandemic travel intentions to Wuhan—the first city to experience a widescale outbreak of COVID-19 and subsequent international stigma—compared to general travel inclinations.

The purpose of this study is to examine the impacts of product knowledge, perceived quality, perceived risk and perceived value on customers’ intention to invest in Islamic Banks. This study specifically examines an Islamic bank’s term deposits.

Structural equation modeling was used to analyze the data collected from 217 customers of an Islamic bank in Indonesia using an online survey.

This study highlights the central and dual roles of perceived risk as both the independent and the intervening variable that mediates the relationship between product knowledge and Muslim customer intention to invest in an Islamic bank’s term deposits.

This study only investigates term deposits as one type of investment in Islamic banks. This study contributes to the literature by examining the role of product knowledge, perceived quality, perceived risk and perceived value on Muslim customer intention to invest in Islamic term deposits.

The results of this study highlight the requirement for Islamic banks to educate customers to improve the depositors’ product knowledge because Muslim customers’ risk and value perception and intention are strongly influenced by product knowledge.

The investigation of perceived risk is particularly relevant for Islamic financial products because of the inherent nature of risk sharing in Islamic finance. This study investigates the role of product knowledge in influencing the Muslim customers’ perception of risk, quality, value and their intention to invest in Islamic bank term deposits. Ideally, the profit loss sharing concept (PLS) should be applied; however, in this context, revenue sharing is applied because of Indonesia’s central bank regulation.

The purpose of this study is to identify the influence of perceived brand color emotions on perceived brand creativity, assess the influence of perceived brand creativity on utilitarian and hedonic values, measure the impact of hedonic and utilitarian values on brand loyalty and evaluate the role of different theme park color schemes in influencing these relationships.

The study modeled the proposed relationships by analyzing data from an online survey using partial least squares structural equation modeling. Respondents were presented with different color schemes to induce certain emotions before answering questions.

The results showed that the valence and arousal of emotions incited by various colors lead to a perception of creativity for theme park products, which then influence both utilitarian and hedonic values and thus brand loyalty. When the model was compared for seven different color schemes for a theme park brand, differences seem sporadic rather than systematic.

The online nature and timing of the study may have prohibited authentic reactions from consumers as the US theme park industry is currently in its recovery mode.

While the results did not identify a specific preferred color scheme, theme park executives should continue using a variety of color combinations to generate visitor perceptions of novelty and creativity that would impact their perceived hedonistic and utilitarian values.

The study empirically tests color influences on a brand’s perceived creativity and its consequences on a brand’s utilitarian and hedonic values and brand loyalty.