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This paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the Stimulus – Organism – Response (S-O-R) theory.

The conceptual model and research hypotheses were assessed using covariance-based structural equation modeling (SEM). An online survey was used to collect data from 369 domestic tourists who had traveled to Danang and knew about content related to Danang generated by either DMOs or other users on social media.

Except for the effect of DMO-generated social media communication on tourist satisfaction and the impact of destination brand awareness on destination brand loyalty, the findings confirmed the sequential causal relationships between research concepts based on the S-O-R model.

Future research should explore the proposed model based on comparisons of different nationalities to better understand the impact of cultural factors.

DMOs should associate social media with their marketing strategies to enhance destination brand equity, using cutting-edge technologies to create content and update information in a significant way to make communications by DMOs more effective. The findings especially suggest that UGC plays a vital role in improving brand equity dimensions, so DMOs could exploit UGC to engage existing customers and build relationships with potential customers. This research provides guidance for DMOs to improve their brand equity based on social media.

This study has contributed to the destination marketing literature by applying the S-O-R theory to propose a pathway for effectively increasing destination brand equity and highlight the importance of social media communication as a driver to achieve a hierarchical relationship between destination brand equity components and tourist satisfaction from stimulus to organism (e.g. cognition to affect).

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 causal relationship of user-generated content (UGC) on trust in UGC (TUGC), destination image (DI) and tourist visit intention (VI) guided by the stimulus-organism-response (SOR) theory. This work further examined the mediating effect of TUGC and DI between UGC and VI.

Data were collected through online and personal-administered surveys and randomized sampling. This work employed partial least squares structural equation modeling (PLS-SEM) to test the proposed model empirically.

In line with the SOR Theory, this work found UGCs that induce positive emotions and connection to the users motivate VI rather than UGCs that are predominantly factual. Furthermore, UGCs are considered reliable, authentic and less biased than brand-generated content. The findings of this work contribute to the theoretical understanding of UGC to VI in a destination.

This work proposes that destination marketers prioritize UGC that evokes positive emotions and connections with users, as it is more effective in encouraging VI. Strategies such as incentivizing content creators, improving online presence and engaging influencers can maximize UGC. Enhancing online traffic quality, visibility and interaction and implementing content policies are crucial for UGC's effectiveness. Marketers should align destination products with tourists' interests and collaborate with influencers for affiliate marketing to increase tourist-generated UGC. Furthermore, improved connectivity encourages UGCs about the destination.

In tourism marketing, UGC has become a valuable information source for tourists in making informed travel decisions. UGC is a tourist-generated content that offers factual information and authentic experiences through images, videos or text posted through social media platforms. UGC is considered more reputable than travel firms and the mainstream media as an information source. Due to the limited works on UGC in the literature, the influence of UGC on tourists' VIs has remained unexplored at the time of writing. This work bridges this gap by empirically examining the impact of UGC on Gen Z tourists' VI guided by the SOR theory.

This study aims to investigate the influence of the reviewed establishment’s price level and the user’s social network size and reputation status on consumers’ tendency to post more visual imagery content. Furthermore, it explores the moderating effects of user experiences and geographic distance on these dynamics.

This study adopts a multi-method approach to explore both the determinants behind the sharing of user-generated photos in online reviews and their internal mechanisms. Using a comprehensive secondary data set from Yelp.com, the authors focused on restaurant reviews from a prominent tourist destination to construct econometric models incorporating time-fixed effects. To enhance the robustness of the authors’ findings, the authors complemented the big data analysis with a series of controlled experiments.

The reviewed establishments price level and the users reputation status and social network size incite corresponding motivations conspicuous display “reputation seeking” and social approval motivating users to incorporate more images in reviews. “User experiences can amplify the influence of these factors on image sharing.” An increase in the users geographical distance lessens the impact of the price level on image sharing, but it heightens the influence of the users reputation and social network size on the number of shared images.

As a result of this study, high-end establishments can increase their online visibility by leveraging user-generated visual content. A structured rewards program could significantly boost engagement by incentivizing photo sharing, particularly among users with elite status and extensive social networks. Additionally, online review platforms can enhance users’ experiences and foster more dynamic interactions by developing personalized features that encourage visual content production.

This research, anchored in trait activation theory, offers an innovative examination of the determinants of photo-posting behavior in online reviews by enriching the understanding of how the intricate interplay between users’ characteristics and situational cues can shape online review practices.

This study utilised Mehrabian and Russel's stimulus-organism-response (SOR) model to investigate the inter-relationship between perceived social media information qualities (IQ) of online UGC, destination image, perceived travel risk and behavioural intentions.

A total of 255 responses from international tourists were collected. The data collection via an online survey was performed from October 2020 to February 2021. The study model and hypotheses were examined using partial least squares-structural equation modelling (PLS-SEM).

The result indicated that social media intrinsic, representational, and social IQ significantly influenced tourists perceived cognitive image, while only contextual and social IQ significantly predicted the perceived affective image. This study also confirms the significant effect of cognitive image on the affective image. In addition, the authors found that both destination image components, cognitive and affective, significantly affect tourists' behavioural intentions. However, surprisingly, tourists' perceived travel risk did not moderate the effect of destination image components on behavioural intentions.

This study contributes to the body of knowledge by extending Mehrabian and Russel's SOR model in the tourism behaviour context.

From a practical perspective, this study proves that UGC significantly affects destination image and plays an integral part in luring tourists to visit a destination.

Previous research in this area is limited, making this study particularly novel. This study represents one of the initial attempts to evaluate the dimensions of information quality in UGC on social media and online review platforms, particularly within the field of tourism. Treating online travel UGC seriously could assist organisations in leveraging tourist behaviour and enhancing destination image.

This paper investigates the usage and trust of Chinese social media in the travel planning process (pre-trip, during-trip and post-trip) of Chinese tourists.

Through a combination of structured online survey (n = 406) and follow-up interviews, the research identifies the diversification of the demand-and-supply patterns of social media users in China, as well as the allocation of functions of social media as tools before, during and after travel.

Social media users are diverse in terms of their adoption of social media, use behaviour and scope; the levels of trust and influence; and their ultimate travel decisions and actions. Correlations between the level of trust, influence of social media and the intended changes in travel decisions are observed. Destination marketers and tourism industries should observe and adapt to the needs of social media users and potential tourist markets by understanding more about user segmentation between platforms or apps and conducting marketing campaigns on social media platforms to attract a higher number of visitors.

This paper demonstrated the case of social media usage in mainland China, which has been regarded as one of the fastest growing and influential tourist-generating markets and social media expansions in the world. This study further addressed the knowledge gap by correlating social media usage and travel planning process of Chinese tourists. The research findings suggested diversification of the demand-and-supply pattern of social media users in China, as well as the use of social media as tools before, during and after travel. Users were diversified in terms of their adoption of social media, use behaviour, scope, the levels of trust, influence and the ultimate travel decisions.

Destination marketing organizations should note that some overseas social media platforms that are not accessible in China like TripAdvisor, Yelp, Facebook and Instagram are still valued by some Chinese tourists, especially during-trip period in journeys to Western countries. Some tactics for specific user segments should be carefully observed. When promoting specific tourism products to Chinese tourists, it is necessary to understand the user segmentation between platforms or apps.

Social media is a powerful tool for tourism development and sustainability in creating smart tourists and destinations worldwide. In China, the use of social media has stimulated the development of both information and communication technology and tourism.

This study aims to explore image-based visual price determinants (image features and visual aesthetic perception) and how image features affect Airbnb listing price on a sharing accommodation platform.

The study uses an SOR model and a hedonic price model to examine the connections between the characteristics of image features, visual aesthetic perception and Airbnb listing prices. The model is then examined by an econometric model using data from Insideairbnb.com.

Empirical results revealed that image features have a significant positive effect on visual aesthetic perception, visual aesthetic perception has a significant positive effect on Airbnb listing price and visual aesthetic perception has a significant mediating effect between image features and Airbnb listing price.

This study contributes to the relationship and effect mechanism among image features, visual aesthetic perception and Airbnb listing price and has some implications for both property operators and the sharing accommodation platform.

本研究探讨了基于图像的视觉价格决定因素（图像特征和视觉美学感知）以及图像特征如何影响共享住宿平台Airbnb价格。

本研究采用SOR模型和hedonic价格模型来检验图像特征特征、视觉美感与Airbnb房源价格之间的关系。然后使用Insideairbnb.com上的数据, 通过计量经济学模型对该模型进行检验。

实证结果显示：1）图像特征对视觉美学感知有显著的正向影响; 2）视觉美学感知对Airbnb价格有显著的正向影响; 3）视觉美学感知在图像特征和Airbnb价格之间有显著的中介效应。

本研究有助于探讨图像特征、视觉美学感知和Airbnb价格之间的关系和影响机制, 对房源经营者和共享住宿平台都有一定的借鉴意义。

Este estudio explora los determinantes visuales del precio basados en las imágenes (características de las imágenes y percepción estética visual) y cómo afectan las características de las imágenes al precio de los anuncios de Airbnb en una plataforma de alojamiento compartido.

El estudio emplea un modelo SOR y un modelo de precios hedónicos para examinar las conexiones entre las características de los rasgos de la imagen, la percepción estética visual y los precios de Airbnb. A continuación, se examina el modelo mediante un modelo econométrico utilizando datos de Insideairbnb.com.

Los resultados empíricos revelan que 1) las características de la imagen tienen un efecto positivo significativo sobre la percepción estética visual, 2) la percepción estética visual tiene un efecto positivo significativo sobre el precio de los anuncios de Airbnb, y 3) la percepción estética visual tiene un efecto mediador significativo entre las características de la imagen y el precio de los anuncios de Airbnb.

Este estudio contribuye al mecanismo de relación y efecto entre las características de la imagen, la percepción estética visual y el precio del anuncio de Airbnb, y tiene algunas implicaciones tanto para los operadores inmobiliarios como para la plataforma de alojamiento compartido.

The objective of the present study was to investigate the impacts of familiarity with and awareness of Florida as a snowbird destination, and satisfaction with the snowbird experience on Florida's image and on snowbirds' permanent relocation intention to Florida. Additionally, the influence of Florida's image on snowbirds' behavioral intention to move to Florida permanently was investigated.

Data gathered from 304 snowbirds were utilized in employing structural equation modeling to assess the research model.

The study results showed that awareness of and familiarity with Florida as a snowbird destination, and satisfaction with the snowbird experience significantly influenced participants' image perceptions of Florida. In addition, awareness of and familiarity with Florida as a snowbird destination, and participants' image of Florida had a significant influence on snowbirds' intentions to move to Florida permanently.

The findings of the study provide significant insights for destination marketing and management organizations and local policymakers in formulating and enacting policies in snowbird destinations to efficiently address migration trends.

This study is one of the first papers to empirically investigate and successfully construct a comprehensive model that explicate the determinants of snowbird tourists' permanent relocation intention.

Today, individuals use social media to express their opinions and feelings, which offers a living laboratory to researchers in various fields, such as management, innovation, technology development, environment and marketing. It is therefore necessary to understand how the language used in user-generated content and the emotions conveyed by the content affect responses from other social media users.

In this study, almost 700,000 posts from Twitter (as well as Facebook, Instagram and forums in the appendix) are used to test a conceptual model grounded in signaling theory to explain how the language of user-generated content on social media influences how other users respond to that communication.

Extending developments in linguistics, this study shows that users react negatively to content that uses self-inclusive language. This study also shows how emotional content characteristics moderate this relationship. The additional information provided indicates that while most of the findings are replicated, some results differ across social media platforms, which deserves users' attention.

This article extends research on Internet behavior and social media use by providing insights into how the relationship between self-inclusive language and emotions affects user responses to user-generated content. Furthermore, this study provides actionable guidance for researchers interested in capturing phenomena through the social media landscape.

Property developers identify the vital role of social media brand engagement (SMBE) in sustaining their businesses in competitive marketplaces, but it remains underexplored. This paper examines how SMBE mediates the effects of firm-generated content (FGC) and user-generated content (UGC) on brand trust, considering the moderating effects of social media influencer endorsement (SMIE) and self-image congruence (SIC) for luxury residential properties (LRPs).

Around 516 high-income homebuyers in Vietnam who shared information about LRP on social media were targeted to test the research model empirically. The primary data collected from paper-based surveys were analysed using SPSS 26 and AMOS 24.

Results indicate that FGC and UGC positively impact SMBE and consequently significantly affect brand trust. Further, results confirm the moderating roles of SMIE and SIC in the effects of FGC and UGC on SMBE.

Data and sample size were limited to meet the generalisation from different nations and cross cultures.

The authors' findings suggest that marketers should apply the authors' integrated SMBE model to strengthen brand–consumer interactions and increase their sales revenue.

This study is the first in its application of the uses and gratifications theory and self-congruence theory to investigate how SMBE mediates the relationship between FGC and brand trust as well as between UGC and brand trust. Noticeably, this study makes a novel contribution as the first to quantitatively explore the moderating effects of SMIE and SIC in the authors' research model.