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This study aims to critically evaluate the impact of government tourism promotion methods on city image and visiting intentions and to explore the moderating effect of tourism experience on two of the conceptualized relationships, using Macao as a case study.

The research analyzed responses from 407 Macao visitors during the pandemic to determine the effects of tourism promotion methods on the city’s image and visiting intention using structural equation modeling (SEM) to test the hypotheses.

This study revealed that tourism promotion methods positively impact the city’s image and visiting intentions. City image also mediates the relationship between tourism promotion methods and visiting intentions. Furthermore, tourism experience moderates the relationships between promotion methods and city image and between promotion methods and visiting intentions.

The study’s findings on the effects of promotion methods utilized by local governments support and expand upon existing theoretical frameworks within the realm of nonprofit organizations’ management and marketing for destination marketing organizations (DMOs). However, the cross-sectional design limits causality, and findings may not be generalizable beyond Macao without further comparative research.

This study provides valuable insights for policymakers and marketers to design promotional campaigns that deliver authentic and memorable experiences, aligning with their promotional promises, especially in postpandemic contexts.

This research contributes to the theoretical and methodological advancement of management and marketing for DMOs from a public sector perspective, highlighting the critical role of government involvement in urban tourism promotion.

The research offers valuable insights into how promotional activities influence visiting intentions, advancing tourism management and marketing for DMOs from a nonprofit perspective. The study validates theories and adds unique insights by focusing on Macao’s postpandemic recovery, offering practical implications for similar urban settings.

The Hong Kong Palace Museum (HKPM) showcases China’s rich heritage with multimedia technologies. This research examines the effectiveness of the museum’s exhibition, visitors’ perceptions of multimedia technologies, and the educational role of multimedia technologies in Chinese art and culture.

This research fills the gap with a survey to investigate sociodemographic factors and user perceptions guided by the 5E Instructional Model.

Results indicated that the younger generation is enthusiastic about utilizing multimedia technologies as educational tools when visiting the HKPM museum. Incorporating such technologies in museums can also benefit visitors, enhancing their understanding and appreciation of Chinese art and culture.

Results support recommendations for improving the use of multimedia technologies in museums for educational programs and visitor experiences in Chinese art and culture appreciation. Few studies have investigated the effectiveness of recent multimedia technologies for museum education, especially in East Asia.

This study aims to analyze the war museum experience by analyzing the comments and feedback provided by visitors on Google and TripAdvisor. This analysis intends to uncover the various aspects of war museum experiences.

A total of 201 comments, in which visitors explicitly articulated their experiences at the museum, were subjected to analysis. The comments were examined using a netnography analysis. Four dimensions; object experience, cognitive experience, introspective experience and social experience were used to group the analyzed remarks.

The findings indicate that the majority of the participants' museum experiences at the Canakkale Gallipoli Epic Promotion Center were introspective experiences, that the visitors felt extremely strong emotions as a result of the technological systems used in the museum and that they perceived the museum as being in a combat zone. Additionally, it was noted that the appearance of the artifacts in the museums really impressed the tourists and that the museum had provided them with thorough information about the war.

The limitations of this study are the number of visitors to the museum and the number of reviews written on Google and TripAdvisor about the visit experience. Especially since the majority of the reviews on Google do not include comments and only consist of ratings, the number of comments on the museum experience is limited.

While there exists a range of studies examining the experiences of tourists at historical places, there is a scarcity of research that specifically focuses on analyzing the impacts of these experiences from the visitors' standpoint. Given the absence of any existing study examining the experiences of war museum visitors using the netnographic approach within this particular context, this research is believed to possess originality and is anticipated to address the existing gap in the relevant literature. Furthermore, this work holds significant theoretical and practical ramifications for curators and scholars. To the best of the authors’ knowledge, since this research is the first to comprehensively analyze the experiences of war museum visitors using the netnographic approach and no similar studies have been found in existing literature, the findings of this study are considered original.

One of the crucial elements of addressing global climate challenges through urban tourism is the continuing existence of urban forests. The reasoning is that the ecological attraction of urban forests can impact visitors’ intention to conduct pro-environmental behavior, including low-carbon actions. Thus, more visitors to urban forests will positively affect enhancing the quality of the urban environment. However, the extent to which ecological attraction can influence pro-environmental behavior warrants further investigation due to the complexity of psychosocial factors that impact behavioral intention. The main objective of this research is to examine the effects of the ecological attractiveness of urban forests on the pro-environmental behavior of visitors by exploring motivation, ecological experience, perceived value and knowledge as mediators. Moreover, whether the nature of the urban forest and facilities attract visitors simultaneously is also studied.

Data were collected from 615 respondents who visited three urban forests in Bandung, the second-most populous city in Indonesia, by five-point Likert questionnaires. As an analytical tool, SEM PLS was applied to establish the effect of the ecological performance of the urban forest on the increase in environmentally conscious behavior among urban forest visitors.

The findings demonstrate that the attractiveness of an urban forest affects the growth of environmentally responsible behaviors. Nonetheless, the attractiveness of urban forests is dictated more by their infrastructure than their ecological function. On the contrary, the visitors’ knowledge level can improve their motivation, environmental experience and perceived environmental value. These findings show the significance of developing educational programs with an emphasis on the experience of the visitors so that their ecological performance can contribute to improved low-carbon behavior. In conclusion, this work contributes to the management of sustainable urban tourism.

This work also has some limitations. First, the medium R-square on intention behavior to low-carbon action suggests investigating other influential factors to produce a more robust conscious behavior. Mkono and Hughes (2020) mention that many complex factors that cause positive intention do not necessarily lead to environmental action. Thus, many psychosocial variables need to be explored in different models. Second, the convenient sampling used here does not represent the whole population, making generalization difficult. Thus, further work needs to apply more rigorous sampling techniques to validate the findings. Further investigations may also need to be conducted in other urban forests in another Asian country with a similar and different social context for benchmarking, as this study found that the type of attractive urban forest design is a more dense forest, which differs from other studies based in Europe. Exploring more influencing behavioral factors of pro-environmental action in the model is also suggested. Thus, we could contribute more to support recreational activities in urban forests.

As an implication for planning an urban forest to increase its recreational function, the authors illustrate the importance of producing educational programs. Although the improved knowledge of visitors has been shown to strengthen their commitment to perform pro-environmental actions, the mediating role of motivation, experience and perceived value reveals that some activities are required to achieve visitor motivation to actual behavior. Consequently, designing an urban forest requires not only the enhancement of eco-attractions and artificial elements for the convenience of visitors but also the development of an environmental education program that can improve visitors’ environmental experience and perception of ecological value. The designed educational program may use an experiential education approach incorporating objective knowledge of Earth’s current state. The urban forest education program must encourage visitors’ connection and participation with nature. Moreover, knowledge and information about Earth’s environmental quality can increase visitors’ perceived value, ensuring that their activities in the urban forest contribute to improved health, environmental quality and social environment. Thus, with well-managed and provided education, they are encouraged to adopt low-carbon action because it complements their contribution to a better quality environment.

The theoretical contribution of this research is generated through the role of urban forest attractiveness in the intention to conduct low-carbon action, which influences solutions to existing urban environmental problems. This work exhibits that both ecological attractiveness and attractiveness of artificial elements in urban forests can attract visitors and subsequently boost their outdoor recreation motivation, ecological experience and perceived value and then turn them to boost their intention to conduct low-carbon action. The physical characteristics of a site are behavioral stimuli that can increase a person’s motivation, experience and perception of the value of the environment, thereby increasing their intention to engage in low-carbon actions. This environment behavioral construction is fundamental in understanding that urban forests offer ecological benefits and influence the social quality of urban communities. Nevertheless, without visitor activity, urban forests are merely physical entities that become increasingly demanding to maintain. Due to this, an urban forest that is socially active and has an influence on promoting environmentally conscious behavior is needed, and its presence is becoming ever more crucial. This work shows the significance of integrating psychosocial approaches into managing tourism in urban forests.

Applying the stimulus-organism-response (S-O-R) theory in a wine museum context, this paper aims to examine how and why experience design characteristics influence visitor satisfaction, particularly investigating the role of epistemic (learning) and hedonic (having fun) values as the underlying mechanisms of this relationship.

The authors collected field survey data from 652 visitors at a world-leading wine museum. The authors tested the research model on ten modules of the museum using path analysis and a bootstrap approach; the authors further conducted mediation analyses to test how the design of the museum’s modules influenced perceived value and satisfaction.

Content comprehensibility and surprise, as well as interactivity and ease of use, are core design characteristics that drive visitor satisfaction. More significantly, hedonic and epistemic values play a significant mediating role in influencing the relationship between design characteristics and visitor satisfaction.

The authors provide clear and actionable recommendations to help managers design museums that provide educational, entertaining and satisfying visitor experiences.

To the best of the authors’ knowledge, this is the first study to apply the S-O-R theory in a wine museum context. The significance of this study lies in demonstrating how and why experience design characteristics support the creation of an edutainment visitor experience that drives visitor satisfaction.

This study aimed to identify both visitors’ and residents’ general wine consumer typology as well as their typology specific to a wine destination, Florida, and investigated the influences of these typologies on consumer motivation to visit a winery in Florida and their motivations’ influences on their satisfaction with the winery visit and loyalty in the way of likelihood to revisit.

Two studies were conducted to identify the wine consumer typology and its influences, one with residents of a wine destination and one with its visitors. In both studies, the same cross-sectional survey design was conducted. The survey was designed using the survey design tools of Qualtrics.

Study results showed similar general wine consumer typology for both visitors and residents but slight differences in the destination-specific wine consumer typology. Results also revealed differences in the influences of these typologies on motivation, with different influences on satisfaction and loyalty for the two segments.

Even though consumer typologies have been discussed in tourism destination decision-making and choice, consumer typology in wine destination consumption has been lacking in the literature. To the best of the authors’ knowledge, this is the first study to identify both visitors’ and residents’ general wine consumer typology as well as their typology specific to a wine destination, Florida, and to investigate the influences of these typologies on consumer motivation to visit a winery in Florida and their motivations’ influences on their satisfaction with the winery visit and likelihood to revisit.

此文章通过两项研究来探讨葡萄酒消费者类型及其影响, 一项针对葡萄酒目的地的居民, 另一项针对其游客。这两项研究采用了设计相同的调查问卷, 该调查问卷的设计使用了 Qualtrics 的调查设计工具。

该研究旨在归纳游客和居民的葡萄酒消费者类型以及他们在佛罗里达州葡萄酒目的地的特定类型, 并调查了这些类型对消费者参观佛罗里达州酒庄的动机的影响以及他们的动机对其满意度和再次参观酒庄意愿的影响。

研究结果显示, 游客和居民的葡萄酒消费者类型相似, 但特定目的地的葡萄酒消费者类型略有不同。 结果还揭示了这些类型对动机的影响存在差异, 对游客和居民的满意度和忠诚度的影响也不同。

尽管文献已经讨论了旅游目的地决策和选择背景下的消费者类型, 有关葡萄酒目的地消费的消费者类型的研究却相对缺乏。此文章旨在发掘游客和居民的葡萄酒消费者类型以及佛罗里达州葡萄酒目的地特有的消费者类型, 并调查这些类型对消费者参观佛罗里达州酒庄动机的影响以及此动机对酒庄参观的满意度和再次参观的可能性的影响。

Se realizaron dos estudios para identificar la Tipología del Consumidor de Vino y sus influencias, uno con residentes de un destino enoturístico y otro con sus visitantes. En ambos estudios se llevó a cabo el mismo diseño de encuesta transversal. La encuesta se diseñó utilizando las herramientas de diseño de encuestas de Qualtrics.

El estudio identificó la tipología general del consumidor de vino tanto de los visitantes, como de los residentes, así como su tipología específica para un destino vinícola, como el de Florida, e investigó las influencias de estas tipologías en la motivación del consumidor para visitar una bodega en Florida y las influencias de sus motivaciones en su satisfacción con la visita a la bodega y la probabilidad de volver a visitarla

Los resultados del estudio mostraron una tipología general del consumidor de vino similar tanto para los visitantes, como para los residentes, pero ligeras diferencias en la tipología del consumidor de vino específica del destino. Los resultados también revelaron diferencias en las influencias de estas tipologías sobre la motivación, con distintas influencias sobre la satisfacción y la fidelidad para los dos segmentos.

Aunque se ha hablado de tipologías de consumidores en la toma de decisiones y la elección de destinos turísticos, la tipología de consumidores en el consumo de destinos vinícolas ha estado ausente en la literatura. Éste es el primer estudio que identifica tanto la tipología general del consumidor de vino de los visitantes y residentes como su tipología específica para un destino vinícola como el de Florida, e investiga las influencias de estas tipologías en la motivación del consumidor para visitar una bodega en Florida y las influencias de sus motivaciones en su satisfacción con la visita a la bodega y la probabilidad de volver a visitarla.

This study seeks to investigate and discuss the heritage experiences of both domestic and international visitors at Göbeklitepe UNESCO World Heritage Site in Türkiye.

A qualitative research approach was adopted in the current study. TripAdvisor's comments and reviews of both domestic (n = 519) and international (n = 186) visitors regarding their visits to Göbeklitepe were collected. The data were then subjected to content analysis by MAXQDA as qualitative data analysis software. Additionally, an abductive research approach, which consisted of three stages, was implemented for data analysis.

The three aspects of visitor experiences at Göbeklitepe, including cognitive, emotional and relational experiences were found and discussed. Additionally, commonalities and differences among domestic and international visitors in terms of the heritage experience they gained from their visit to Göbeklitepe were revealed and analyzed.

Based on the findings regarding the main aspects of heritage experiences at Göbeklitepe, including cognitive, emotional and relational experiences, site managers and destination marketers can create effective marketing strategies that focus on those characteristics to attract visitors to the site. Moreover, the study can guide destination marketers to develop targeted marketing campaigns that highlight the different historical and religious significance of the site for both groups of domestic and international visitors.

First, the study affirms that Göbeklitepe is an important and impressive cultural heritage site due to its historical significance to both domestic and international visitors. It also strengthens the multifaceted nature of heritage experiences. Especially, the evidence of relational heritage experiences, including the connectedness to heritage and the sense of belonging to the visitor community, enriches the literature of heritage experience in this regard.

This study aims to determine museum experiences by analyzing the TripAdvisor reviews of the museum visitors in Gaziantep and offer suggestions for improving the visitors' experiences by taking museum curators' opinions.

The case study method was used as one of the qualitative approaches in the study. The research comprises two stages. TripAdvisor reviews about five museums in Gaziantep were analyzed in the first stage, and museum curators' opinions on the visitor complaint reasons and solution suggestions were discussed in the second stage.

The study showed that satisfying or non-satisfying experience factors might differ according to visitors, museum curators and both visitors and museum curators. Therefore, each museum curator should effectively manage every component of visitor experience factors by its target audience.

Although this study has some valuable findings and contributes to the literature, it also has limitations. The study's sample consists of five museums in Gaziantep. Further studies can be carried out on a larger population and sample. The data for determining visitor experiences, the first stage of the research, were obtained only from an online platform (TripAdvisor).

The proposed model provides a holistic perspective on evaluating and managing visitor experience. There may be structural problems (small size of the museum area, lack of parking spaces and elevators, etc.) with the museum beyond the manager's control. Also, the lack of information and communication (limited concept, lack of artifacts, etc.) causes criticisms of the museum.

This paper contributes to the museum management literature with a model for enriching the quality of the museum experience and increasing the museum's attractiveness. The study showed that museums contribute to the visitor's experience in all dimensions. While visitors thought museums primarily contribute to object experience, museum curators thought museums contribute more to visitors' cognitive experience and other experience elements.

The present study analyzed the visitor comments and the opinions of museum curators from a holistic perspective, considering the internal and external factors that are effective in the visitor experience, and revealed the reasons for the visitors' negative experience and the solution suggestions toward the improvement of the visitor experience.

This research analysed visitors’ trust in and perceptions of the authenticity and value of the World Heritage (WH) brand based on theories of information seeking behaviour and perceived value.

Data were obtained through a self-administrated online survey and the 818 questionnaires completed. Quantitative methods were applied including PLS-SEM modelling.

The findings show that trust in the WH brand influences individuals’ perceptions of WH sites (WHSs), and brand authenticity is an important determinant of visitors’ perceived WHS value.

This study extends the existing theoretical research on WH brand management and tourism behaviour by evaluating data on natural, tangible and intangible WHSs.

This study aims to develop an all-encompassing model to analyse various aspects of atmospherics, including components of the museum space and its physical surroundings. Moreover, it evaluates whether the identified attributes of the “museumscape” affect the positive word of mouth of museum visitors.

This exploratory study adopts a quantitative methodology. Data were collected through direct interviews with visitors at three Italian art museums and through a structured questionnaire. All dimensions were measured with multiple items on a five-point Likert scale. To assess the influence of the museumscape attributes on positive word of mouth, a structural equation model is performed adopting the two-stage testing procedure estimating the measurement model in the first stage and running a confirmatory factor analysis to assess reliability and demonstrate convergent and discriminant validity for all multi-item measures.

Six attributes of the museumscape are delineated (ambient conditions; facilities and convenience; signs and signage; staff behaviour; art gallery quality; exhibition space aesthetics). The latter three positively influence visitors' positive word of mouth.

The study expands frameworks from previous service museum marketing research in general and service museum research on atmospherics in particular. The framework developed here identifies the direct predictive power of museumscape cues on positive museum visitor's word of mouth, thus increasing knowledge of the customer service experience and service quality and atmospherics management.

The constructs discovered here may help museum managers to carefully design and manage the museumscape to enhance visitors' satisfaction and loyalty.

This study is the first application of servicescape theory in the museum context; previous applications focus on for-profit sectors.