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Traditionally, Task–Technology Fit (TTF) theory has been applied to examine the usefulness of technology in the work environment. Can the same approach (based on experience rather than tasks) be applied to non-work, cultural heritage environments? This is the question the authors ask in this study. This study proposes a new variation of TTF based on the experience economy model, namely Experience–Technology Fit (ETF), for the non-work environment, in particular, in the context of cultural heritage, where visitor experience is enhanced by extended reality technology, which combines immersive technologies and artificial intelligence.

Employing a quantitative survey method, the empirical analysis seeks to determine the influence of Mixed Reality (MR) characteristics (interactivity, vividness), Voice User Interface (VUI) characteristics (speech recognition, speech synthesis) and experience economy factors (education, entertainment, esthetic, escape) on satisfaction, revisit intention and actual purchase to propose a new ETF model.

VUI, MR, and experience factors were significantly associated with ETF; when combined with MR-based experience, ETF was significantly associated with satisfaction. This study’s findings further demonstrate the relationship between users' satisfaction when engaging with MR-based experience and revisit intention, while purchase intention was significantly associated with the actual purchase.

The novel contribution of this study is the proposal of the EFT model, a new variation of TTF based on the experience economy model. Overall, this study expands the applications of TTF to an experience-oriented business, thereby broadening the authors’ understanding of technological success with a specific focus on the technology fit of Extended Reality (XR) in the context of cultural heritage.

The purpose of this paper is to examine souvenir sellers as unconventional micro-entrepreneurs, focusing on non-economic motives for selling.

A qualitative methodology was used. Semi-structured interviews were undertaken with 20 souvenir sellers in the Romanian city of Timişoara. These were analysed using thematic analysis which identified four non-economic motives for selling souvenirs.

Souvenir selling was a matter of choice rather than economic necessity. While these sellers were entrepreneurs who were seeking to generate income, non-economic motives were also important. These included passion, hobbyism and interpersonal interactions with customers. Some sellers considered themselves as cultural intermediaries, representing place and tradition to their customers.

In a European context, selling souvenirs can be a matter of lifestyle choice rather than economic necessity. Micro-entrepreneurs are frequently motivated by passion, hobbyism and interpersonal rewards as much as financial profit. This represents a particular form of unconventional or lifestyle entrepreneurship.

The encouragement of on-street souvenir sellers by urban managers can add vibrancy to a city, enhancing the experiences of local communities and visitors. This can also encourage the development of an artisan class to enhance a city’s reputation as a creative place.

Souvenir sellers are little researched, and this is one of few studies that has investigated this group outside Developing World contexts. This study emphasises the importance of unconventional entrepreneurship and non-economic motives for selling souvenirs in a European context.

本研究将纪念品销售商这类非传统微型企业家群体作为研究对象, 重点关注其销售纪念品的非经济动机。

本研究主要采用定性的研究方法, 对20位罗马尼亚蒂米什瓦拉市的纪念品销售商进行了半结构化访谈。通过对访谈结果的主题分析, 本研究发现并提炼出了纪念品销售商的4种非经济动机。

纪念品销售并非经济上的必然选择, 而更多地体现为一种个体的自主决策。尽管这些销售商本质上仍是追求经济回报的企业家, 其销售活动背后的非经济动机同样重要。这些动机包括对事业的激情、业余爱好, 以及与顾客之间的人际互动等。一些销售商视自身为文化传播的中介, (在销售活动中)向顾客展示地域与传统的象征。

在欧洲的语境下, 纪念品销售通常被视为一种生活方式的选择而非经济的迫切需要。微型企业家的销售行为通常受到对事业的激情、业余爱好以及人际关系的多重因素的推动, 而非单纯由经济利益驱使。这呈现出一种独特的非传统生活方式创业形态。

城市管理者可以通过默许纪念品销售商在市区进行销售活动的方式为城市注入活力, 提升当地社区和游客的体验。这同时有助于培养手工艺术家阶层, 进一步增强城市作为创意之地的声誉。

纪念品销售商的相关研究相对比较有限, 本研究在探讨这一群体时跳脱了发展中国家的框架, 同时强调了在欧洲环境下非传统创业和销售纪念品的非经济动机的重要性。

Se utilizó una metodología cualitativa. Se realizaron entrevistas semiestructuradas a 20 minoristas de recuerdos (souvenirs) de la ciudad rumana de Timişoara. Las entrevistas se analizaron mediante un análisis temático que permitió identificar cuatro motivos no económicos para la comercialización de recuerdos.

Este artículo examina a los comerciantes de souvenirs como micro emprendedores no convencionales, centrándose en los motivos no económicos para su venta.

La venta de souvenirs era una cuestión de elección más que de necesidad económica. Aunque estos vendedores eran emprendedores que buscaban generar ingresos, los motivos no económicos también eran importantes. Entre ellos, la pasión, la afición y las interacciones interpersonales con los clientes. Algunos vendedores se consideraban intermediarios culturales que representaban el lugar y la tradición ante sus clientes.

En un contexto europeo, la venta de recuerdos puede ser una cuestión de elección de estilo de vida más que de necesidad económica. Los micro emprendedores suelen estar motivados por la pasión, la afición y las recompensas interpersonales tanto como por el beneficio económico. Esto representa una forma particular de espíritu empresarial no convencional o de estilo de vida.

El fomento de los vendedores ambulantes de souvenirs por parte de los gestores urbanos puede aportar dinamismo a una ciudad, mejorando las experiencias de las comunidades locales y de los visitantes. Esto también puede fomentar el desarrollo de una clase artesanal para mejorar la reputación de una ciudad como lugar creativo.

Los comerciantes de souvenirs están poco investigados, y éste es uno de los pocos estudios que ha investigado este grupo fuera de los contextos del mundo en desarrollo. Destaca la importancia del espíritu empresarial no convencional y de los motivos no económicos para la venta de recuerdos en un contexto europeo.

The study examines tourists' psychological and social risk and shared beliefs – devotion, concerns and entertainment – at a religious and cultural heritage destination. It also examines how shared beliefs impact tourists’ nostalgia. Further, it examines whether nostalgia affects choice deferral and revisit intentions. Finally, it investigates how moderation of place attachment strengthens the link between shared beliefs – devotion, concerns, entertainment and nostalgia.

The data were collected from 439 inbound tourists, with 272 completing online questionnaires and 167 participating in face-to-face survey. Data analysis was performed using Amos 24.0 and SPSS 25.0, employing structural equation modeling (SEM) and the PROCESS macro.

The findings suggest that perceived psychological and social risk negatively impacts tourists' shared beliefs – devotion, concerns and entertainment – which positively impacts nostalgia. Positive nostalgic association boosts revisit intention and hampers choice deferral. The data also show how strong place attachment strengthens the relationship between shared beliefs – devotion, concerns and entertainment – and tourists’ perceived nostalgia.

This work contributes to information behavior using S-O-R theory. It analyzes the psychological and social risks of destination visits and how nostalgia affects shared beliefs and revisit intentions. Management and policymakers at destination enterprises can use the findings to design measures to enhance revisit intentions despite risk considerations.

Pakistan's destination tourism is underutilized amid its religious and cultural heritage significance. The literature has ignored how perceived psychological and social risk affects travelers' shared beliefs and nostalgic feelings. Thus, this study suggests and validates these linkages utilizing stimulus-organism-response (S-O-R) theory in Pakistan's unique environment with inbound tourists.

This study assessed the antecedents and consequences of tourists’ authenticity experience in a new ancient town in China. Based on Chinese cultural background and case study, this paper aims to explore this kind of tourism place making and establishes an empirical model to examine and verify the impact of tourists’ perception, authentic experience and behavioral tendency on such place making, and proposes targeted improvement measures.

Based on a Chinese cultural background and case study, this paper explored a certain kind of tourism place making and established an empirical model to examine and verify the impact of tourists’ perceptions, authentic experiences and behavioral tendencies on such place making; the goals were to try to create a new scale to measure the authenticity of the “new ancient town” in the Chinese context and to propose targeted measures for improvement.

Research shows that Chinese visitors acquire experiences that they perceive to be authentic when visiting a contrived attraction such as a new ancient town. The dimensions of cultural, functional, product, value and unique authenticity were identified as distinct dimensions of tourists’ authenticity experiences in a new ancient town. Although these dimensions have been mentioned at times in the context of traditional Western assessments of authenticity, they do not replicate exactly any category of Western objective authenticity, existential authenticity, constructive authenticity or postmodern authenticity. They instead constitute an authentic experiential dimension in a typical oriental context, which is comprehensively explicated by combining the image of a national cultural theme and the elements of functional construction created by tourist places in a new ancient town.

This study explored the path relationship among perception of place making – authenticity experience – behavioral intention, but it did not analyze relationships among the dimensions of perception of place making or among the authenticity experience variables. Furthermore, advantage was not taken of the availability of socioeconomic information to look for differences among interviewees with different attributes. In addition, there is a profound cultural and complex theoretical connotation to authenticity in the Chinese context, and the study of a single case is insufficient to fully elucidate meaning in this emerging discourse.

By verifying the path of tourists’ authenticity experiences through the perception of place making, the understanding of the effects of different elements of place making on tourists’ experiences is refined. For space producers, different elements of place making promote tourists’ authenticity experiences to different degrees. Strengthening the construction of the physical environment, marketing and scenes can promote tourists’ authenticity experiences: planning and design, marketing and scene enhancements promote tourists’ functional authenticity experiences; planning and design, the physical environment and marketing enhance tourists’ product authenticity experiences; planning and design, marketing, the physical environment and scene enhancement can improve tourists’ perceptions of value; unique authenticity experiences can be created in the marketing and scenes in new ancient towns.

Certain aspects of the space production in new ancient towns can be used to strengthen tourists’ perceptions of value. First, the scene system at scenic spots can be strengthened, catering to tourists’ visual, olfactory and other senses so that they are available in all kinds of weather. Second, the local cultural characteristics of the material environment can be strengthened and the installation of inappropriate cultural symbols can be avoided. Thus, a physical environment that is of local ethnic cultural significance can be created so that both local residents and tourists can perceive the value of the place. Third, the rational layout of the new ancient towns should be established and maintained through the ongoing involvement of professional planning and design teams. Local cultural attributes that are of national significance should be included in the layout and design of the physical environment. Fourth, daily marketing and management actions influence how tourists influence scene value. Therefore, managers of scenic places need to make prudent decisions about and integrate local folk and ethnic characteristics into their marketing, which can promote the sustainable development of tourism effectively (Saarinen, 2018).

First, this study constructed and validated the model and path relationship of the “perception of place making, authentic experience, and behavioral intention,” and it confirmed that the perception of place making had an important impact on tourists’ authentic experiences. Second, the exploratory factor analysis extracted five dimensions of the tourist authenticity experience (i.e. cultural, functional, unique, product and value authenticity) based on China’s context of ming shi, which enriched the connotations of the authenticity experience. Third, this study effectively linked the perception of place making with the real experience and behavioral intention of tourists and expanded the theoretical research boundary of place making to a certain extent.

本文以中国文化背景和案例研究为基础, 对“新古镇”旅游的地方营造进行了探讨, 并建立了实证模型。利用SPSS 23.0和Smart PLS 3.0进行数据分析, 检验和验证游客在类似场所的地方营造感知、真实体验和行为意向的路径关系。

以现代技术手段再造（创造）遗产旅游目的地已经成为一个全球性的现象。本文基于中国的文化背景和案例, 考察和验证了游客对地方营造的感知、真实性体验和行为意向的影响, 尝试创造一种新的尺度来衡量在中国语境下“新古镇”的真实性内涵, 并以此提出了针对性的改善措施。

研究表明, 中国游客在参观新古镇等人造景点时, 会获得他们认为真实的体验。文化真实、功能真实、产品真实、价值真实和独特真实是新古镇游客真实性体验的不同维度。它们构成了一个典型东方语境下的真实性内涵, 全面阐述了一个民族文化主题形象与新古镇旅游地方营造功能建设要素的结合。

本研究探讨了地方营造知觉-真实性体验-行为意向之间的路径关系, 但未分析地方营造感知各维度之间及真实性体验变量之间的关系。此外, 没有利用社会经济信息的可用性来寻找不同属性受访者之间的差异。此外, 在中国语境中, 真实性有着深刻的文化内涵和复杂的理论内涵, 仅对单个案例的研究不足以充分阐明这一新兴话题的意义

对于空间生产者来说, 加强物理环境、营销和场景的建设可以促进游客的真实体验:规划设计、营销和场景的增强可以促进游客的功能真实体验;规划设计、物质环境、营销提升游客的产品真实性体验;规划设计、营销、实体环境和场景提升可以提升游客的价值感知;在新古镇的营销和场景中应创造独特的真实性体验。

新古镇地方营造的某些方面可以提升游客的价值感知。首先, 通过迎合游客的视觉、嗅觉和其他感官, 加强景区的场景系统。其次, 可以创造一个具有当地民族文化意义的物质环境, 使当地居民和游客都能感受到这个地方的价值。第三, 通过专业规划设计团队的持续参与, 建立和维护新古镇的合理布局。第四, 日常营销和管理行为影响游客的价值体验。

首先, 本研究构建并验证了“地方营造感知、真实体验与行为意向”的模型和路径关系, 证实了地方营造感知对游客真实体验的重要影响。其次, 基于中国语境, EFA提取了旅游真实性体验的五个维度(文化真实、功能真实、独特真实、产品真实和价值真实), 丰富了真实性体验的内涵。第三, 本研究将游客的地方营造感知、真实体验和行为意向进行了有效地连接。

Basándose en un contexto cultural chino y en un estudio de caso, este artículo exploró la creación de lugares turísticos en la “nueva ciudad antigua” y estableció un modelo empírico. Se utilizaron SPSS 23.0 y Smart PLS 3.0 para el análisis de datos, con el fin de examinar y verificar la relación entre las percepciones de la creación de lugares, las experiencias auténticas y las intenciones de comportamiento de los turistas en dichos lugares.

La recreación moderna de lugares como atracciones turísticas patrimoniales es un fenómeno mundial. Partiendo de un contexto cultural chino y de un estudio de caso, este artículo examina y verifica el impacto de las percepciones de los turistas, las experiencias auténticas y las tendencias de comportamiento en dicha creación de lugares; los objetivos eran intentar crear una nueva escala para medir la autenticidad de la “nueva ciudad antigua” en el contexto chino y proponer medidas específicas de mejora.

La investigación muestra que los visitantes chinos adquieren experiencias que perciben como auténticas cuando visitan una atracción artificial como una nueva ciudad antigua. Las dimensiones de autenticidad cultural, funcional, de producto, de valor y única se identificaron como dimensiones distintas de las experiencias de autenticidad de los turistas en una nueva ciudad antigua. Éstas constituyen una auténtica dimensión experiencial en un contexto típicamente oriental, que se explica de forma exhaustiva combinando la imagen de un tema cultural nacional con los elementos de construcción funcional creados por los lugares turísticos de una nueva ciudad antigua.

Este estudio exploró la relación entre la percepción de la creación de lugares, la experiencia de autenticidad y la intención de comportamiento, pero no analizó las relaciones entre las dimensiones de la percepción de la creación de lugares, ni entre las variables de la experiencia de autenticidad. Además, no se aprovechó la disponibilidad de información socioeconómica para buscar diferencias entre entrevistados con distintos atributos. Adicionalmente, en el contexto chino, la autenticidad tiene profundas connotaciones culturales y teóricas complejas, y el estudio de un solo caso no basta para dilucidar plenamente la importancia de este tema emergente.

Para los productores de espacios, reforzar la construcción del entorno físico, el marketing y las escenas puede promover las experiencias de autenticidad de los turistas: la planificación y el diseño, el marketing y la mejora de las escenas promueve las experiencias de autenticidad funcional de los turistas; la planificación y el diseño, el entorno físico y el marketing mejoran las experiencias de autenticidad de los productos de los turistas; la planificación y el diseño, el marketing, el entorno físico y la mejora de las escenas pueden mejorar la percepción de valor de los turistas; se pueden crear experiencias de autenticidad únicas en el marketing y las escenas de las nuevas ciudades antiguas.

Ciertos aspectos de la creación de lugares en las nuevas ciudades antiguas pueden mejorar la percepción de valor de los turistas. En primer lugar, puede reforzarse el sistema escénico de los lugares de interés, atendiendo a los sentidos visuales, olfativos y de otro tipo de los turistas. En segundo lugar, se puede crear un entorno físico que tenga un significado cultural étnico local para que tanto los residentes locales como los turistas puedan percibir el valor del lugar. En tercer lugar, el trazado racional de las nuevas ciudades antiguas debe establecerse y mantenerse mediante la participación continua de equipos profesionales de planificación y diseño. En cuarto lugar, las acciones diarias de marketing y gestión influyen en la experiencia de valor del turista.

En primer lugar, este estudio construyó y validó el modelo y la relación entre la “percepción de la creación de lugares, la experiencia auténtica y la intención de comportamiento,” lo que confirmó la importante influencia de la percepción de la creación de lugares en la experiencia auténtica de los turistas. En segundo lugar, basándose en el contexto chino, el análisis factorial exploratorio extrajo cinco dimensiones de la experiencia de autenticidad turística (autenticidad cultural, funcional, única, del producto y del valor), que enriquecieron las connotaciones de la experiencia de autenticidad. En tercer lugar, este estudio vinculó eficazmente las percepciones de los turistas sobre la creación de lugares, con la experiencia real y con las intenciones de comportamiento de los turistas.

Past research often relies on linear relationship assumptions from the perspective of managers when studying the relationship between attribute performance and satisfaction. However, this study extracts tourists’ online reviews to explore asymmetric relationships and identifies island tourism satisfiers, hybrids and dissatisfiers.

The research uses 3,523 reviews from Tripadvisor to examine Langkawi Island’s tourist satisfaction. Latent Dirichlet allocation (LDA) machine-learning approach, penalty–reward contrast analysis and asymmetric impact-performance analysis (AIPA) were employed to extract and analyse the data.

Langkawi’s dissatisfiers included “hotel and restaurant”, “beach leisure”, “water sport”, “snorkelling”, “commanding view”, “waterfall”, “sky bridge walk”, “animal show”, “animal feeding”, “history culture”, “village activity” and “duty-free mall”. Amongst these, five were low performers. Hybrids encompassed “ticket purchasing”, “amenity” “traditional food market” and “gift and souvenir”, all of which were low performers. Only one attribute was categorised as a satisfier: “nature view” which performed exceptionally well.

This study provides recommendations to enhance tourist satisfaction and address tourist dissatisfaction. The elements requiring immediate attention for enhancement are the five low-performance dissatisfiers, as they represent tourists’ fundamental expectations. Conversely, the satisfier or excitement factor (i.e. nature views – mangroves and wildlife) could be prominently featured in promotional materials.

This research constitutes an early endeavour to categorise attributes of island tourism into groups of satisfaction, hybrid or dissatisfaction based on user-generated data. It is underpinned by two-factor and three-factor theories.

Based on social cognitive theory, this study aims to explore the psychological mechanism behind consumer verification behavior following tourism e-commerce live-streaming.

Based on grounded theory, data were collected through 20 semi-structured in-depth interviews and analyzed.

This study identified that companies commonly use reminder messages and secondary promotions to facilitate the verification of tourism live-streaming products. Throughout this process, consumers undergo various psychologies related to verification. Specifically, they experience four positive verification psychologies: fear of missing out, anticipated emotions, status self-esteem and promotional perception. They also encounter two negative verification psychologies: psychological reactance and invasiveness. In addition, environmental factors such as the type of tourism live-streaming products and tourism destinations, along with individual trait factors like cognitive miserliness, tourism experience, autonomy, regulatory mode and impulsiveness, play significant roles in shaping verification behavior. These factors collectively influence the formation of verification behavior.

This study can provide recommendations for tourism companies to conduct marketing events following live-streaming. It is one of the earlier comprehensive studies discussing how to promote verification behavior following tourism e-commerce live-streaming. It helps to understand the psychological mechanism underlying the formation of verification behavior.

This tourism study delves into the universal impact of authenticity on tourists' preferences. This study aims to enhance understanding and present a model delineating authenticity's intricate relationship with behavioral intention, involvement and nostalgia.

The research entails administering a sample survey to travelers located in the departure lounge of Macau International Airport. Ultimately, 499 fully completed questionnaires are obtained through convenience sampling. The analysis of the collected data incorporates an innovative method, using a quadratic model.

Results undeniably validate that a destination's perceived authenticity significantly influences tourists' intentions, engagement and nostalgic sentiments. Findings strongly support the assertion that this authenticity demonstrates a nonlinear pattern in its association with behavioral intention, involvement and nostalgia.

Through quantitative analysis and interpretation, this study has advanced the comprehension of the interplay between authenticity and tourism. It introduces a novel perspective that adds depth to the broader understanding in this domain. This foundational research is crucial for acknowledging the unique contributions made by this study to the fields of tourism and authenticity.

这项旅游研究深入探讨了真实性对游客偏好的普遍影响。它旨在增强理解并提出一个模型来描述真实性与行为意图、参与和怀旧之间的复杂关系。

该研究需要对位于澳门国际机场候机室的旅客进行抽样调查。最终通过便利抽样获得完整填写的问卷499份。对收集的数据的分析采用了一种创新方法, 利用二次方模型。

结果无可否认地证实, 目的地的感知真实性会显着影响游客的意图、参与度和怀旧情绪。研究结果有力地支持了这一主张, 即这种真实性在其与行为意图、参与和怀旧的关联中表现出一种非线性模式。

通过定量分析和解释, 这项研究增进了我们对真实性与旅游之间的回应的理解。它引入了一种新颖的视角, 加深了我们对这一领域更广泛的理解。这一基础研究为承认本研究对旅游和真实性领域做出了独特贡献。

Este estudio turístico profundiza en el impacto universal de la autenticidad en las preferencias de los turistas. Pretende mejorar la comprensión y presentar un modelo que delinee la intrincada relación de la autenticidad con la intención conductual, la implicación y la nostalgia.

La investigación consistió en administrar una encuesta por muestreo a los viajeros situados en la sala de embarque del Aeropuerto Internacional de Macao. Finalmente, se obtuvieron 499 cuestionarios totalmente cumplimentados mediante un muestreo de conveniencia. El análisis de los datos recogidos incorpora un método innovador, utilizando un modelo cuadrático.

Los resultados validan sin lugar a duda que la autenticidad percibida de un destino influye significativamente en las intenciones, la implicación y los sentimientos nostálgicos de los turistas. Los hallazgos apoyan firmemente la afirmación de que esta autenticidad demuestra un patrón no lineal en su asociación con la intención conductual, la implicación y la nostalgia.

Mediante el análisis cuantitativo y la interpretación, este estudio ha hecho avanzar nuestra comprensión de la interacción entre autenticidad y turismo. Introduce una perspectiva novedosa que añade profundidad a nuestra comprensión más amplia en este ámbito. Esta investigación fundacional es crucial para reconocer las contribuciones únicas de este estudio a los campos del turismo y la autenticidad.

Based on self-determination theory (SDT), this paper seeks to identify autonomous motivations driving nostalgia-related cultural tourism among visitors to satisfy their craving to revisit Luxor and re-root their identities. This paper looked at the nexus of destination image and past experience, as well as nostalgic visitors' revisit intention and actual behavior toward Luxor.

Partial least squares-structural equation modeling (PLS-SEM) was employed to quantitatively analyze 354 responses from Luxor's visitors, and 17 interview transcripts were narrated using MAXQDA software.

Autonomous motivations influenced revisit intentions significantly, and revisit intentions acted as a strong mediator between actual visit behavior and autonomous motivations.

Destination marketers need to create nostalgic emotional bonds with people and destinations by planning cultural events that leave visitors with unforgettable memories of these particular moments. They also need to focus more on promotional strategies, develop messages with words that have emotional meaning and highlight crucial characteristics that tourists can quickly identify when visiting a destination.

Cultural tourism has emerged as a dominant niche sector worldwide; nevertheless, nostalgia-related cultural tourism has received less attention. As a result, the primary purpose of this paper is to provide a methodological framework for nostalgia tourism promotion in Luxor, Egypt. Luxor was chosen and has been an excellent subject for this paper, which can further evoke a sense of nostalgia. Hence, this paper prioritizes cultural site preservation and promotion.

This paper analyses children's experiences of school or family visits to Hare Krishna eco-farms in Europe. The article evaluates the extent to which these encounters enable retention and recollection of memories and, consequently, trigger change towards more sustainable behaviour.

Participatory research, qualitative observations and theories of childhood memory are used to explore the nature of children's environmental encounters on Hare Krishna eco-tours.

Findings reveal that Krishna eco-tours offer a conducive environment for cerebral registering and future reminiscing through the following components: experiential learning of sustainable practices which are radically different to mainstream alternatives, sensory experiences, nature play and entertainment and freedom from everyday constraints.

The emerging literature on children's eco-tourism has largely focussed on market-related aspects and farmers' needs. In contrast, the authors’ conceptual framework, based on contemporary research in childhood memories, offers a tool to evaluate the impacts of eco-tourism from a more holistic perspective.

The purpose of this research paper was to determine which needs for incentives influence positive word-of-mouth (PWOM) among international tourists and how these needs differ based on the cultural orientation toward individualism and collectivism.

This research used online surveys to gather data from 959 Australian, US, UK, Japanese and Korean respondents who had visited Beijing. A random sampling method was used, and data were analyzed using SmartPLS 4.0. By adopting the existence relatedness growth theory, the findings explain how cultural orientation affects the impact of needs for incentives in generating PWOM.

Three hypothesized relationships were significant for Australia/UK/USA and Japan/Korea – the effect of needs for incentives on motivation, the effect of motivation on PWOM and the effects of needs for incentives on PWOM were significant and positive for Australia/UK/USA and Japan/Korea. The effect of needs for incentive type on motivation varied across national populations, and the intensity of the effects of needs for incentive type on PWOM was also different. For Australian, UK and the US tourists, the honorary title was the most influential need to stimulate word-of-mouth motivation. The need for cultural learning was the most influential for Japanese and Korean tourists.

This research contributes to the literature by exploring and comparing the needs for incentives that influence PWOM among tourists from the perspective of individualism and collectivism. The results also increase the understanding of the relationships among needs for incentives, motivation and PWOM.

本研究旨在确定哪些激励需求会影响国际旅游者的积极口碑（PWOM）, 以及这些激励方式的影响在个人主义和集体主义文化取向的群体中有何不同。

本研究通过在线调查收集了 959 名曾到访北京的澳大利亚、美国、英国、日本和韩国的国际游客数据。研究采用了随机抽样的方法, 使用 SmartPLS 4.0 对数据进行了分析。基于ERG理论, 本研究解释了文化如何影响激励类型对积极口碑的影响。

研究结果显示, 三个假设关系在澳大利亚/英国/美国和日本/韩国两个群组中均显著, 即激励需求对动机的影响、动机对积极口碑的影响、以及激励需求对积极口碑的影响在澳大利亚/英国/美国和日本/韩国群组中都是显著和正向的。激励需求类型对动机和积极口碑的影响在不同国家群体中存在差异。对于澳大利亚、英国和美国的国际游客, 满足名誉需求的激励对产生积极口碑动机的影响更大。对于日本和韩国的国际游客, 满足文化学习需求的激励对产生积极口碑动机的影响更大。

本研究从个人主义和集体主义的角度, 探讨比较了影响国际旅游者积极口碑的激励需求, 为相关领域研究做出了贡献。研究结果加深了对激励需求、动机和积极口碑之间关系的理解。

El objetivo de esta investigación era determinar qué necesidades de incentivación influyen en el boca a boca positivo (PWOM por sus siglas en inglés) entre los turistas internacionales y cómo difieren estas necesidades en función de la orientación cultural hacia el individualismo y el colectivismo.

Esta investigación utilizó encuestas en línea para recopilar datos de 959 encuestados australianos, estadounidenses, británicos, japoneses y coreanos que habían visitado Pekín. Se empleó un método de muestreo aleatorio y los datos se analizaron con SmartPLS 4.0. Adoptando la teoría del Crecimiento de la Relación con la Existencia (ERG por sus siglas en inglés), los resultados explican cómo afecta la orientación cultural al impacto de las necesidades de incentivos en la generación del PWOM.

Tres relaciones hipotetizadas resultaron significativas en los dos grupos de Australia/Reino Unido/Estados Unidos y Japón/Corea: el efecto de las necesidades de incentivación en la motivación, el efecto de la motivación en la PWOM y los efectos de las necesidades de incentivación en la PWOM fueron significativos y positivos para Australia/Reino Unido/Estados Unidos y Japón/Corea. El efecto del tipo de necesidad de incentivación sobre la motivación varió entre las poblaciones nacionales, y la intensidad de los efectos del tipo de necesidad de incentivos sobre la PWOM también fue diferente. Para los turistas australianos, británicos y estadounidenses, el título honorífico fue la necesidad más influyente para estimular la motivación WOM. La necesidad de aprendizaje cultural fue la más influyente para los turistas japoneses y coreanos.

Esta investigación contribuye a la bibliografía al explorar y comparar las necesidades de incentivación que influyen en la motivación boca a boca entre los turistas desde la perspectiva del individualismo y el colectivismo. Los resultados también aumentan la comprensión de las relaciones entre las necesidades de incentivación, la motivación y el PWOM.