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This study aims to determine whether destination awareness, destination image, and tourist motivation have a direct or indirect effect on tourists’ intention to revisit, with word of mouth (WOM) as a mediating variable. The study conducted a self-administered questionnaire survey and its target population was the visitors who came to the Batu Secret Zoo. The sample consisted of 170 respondents, who had visited the Batu Secret Zoo in the last six months. A survey research design was used. The measures used in the questionnaire were adapted from previous scales. The research was conducted using a quantitative method.

The findings indicate that destination awareness, destination image, and tourist motivation have a significant effect on tourists’ intention to revisit. This study also analyzed the possible mediating effect of WOM on tourists’ intention to revisit. The results showed that WOM plays a significant mediating role for destination awareness and destination image on tourists’ intention to revisit. These causal relationship variables were consistent with previous findings and conceptualized related studies. Several implications of the findings are discussed later.

This study aimed to obtain the study results of the visit increase model by adding the word of mouth (WOM) variable based on the results of research reviews in 2017 and 2019. The research was conducted in the ecotourism area of the south coast of West Java, which is oriented toward the environment’s carrying capacity and improving the community’s economy. Data analysis used descriptive verification using structural equation modeling (SEM), with a total of 302 respondents. The study results obtained descriptive analysis results based on research in 2017 and 2019, which showed no different results. The descriptive analysis results show that tourist travel motivation is considered strong by tourists; tourists have felt impressive tourism experiences. The average image of tourism destinations is considered sufficient. The West Java ecotourism area is quite successful in becoming a positive WOM conversation among most tourists. The intention to revisit is considered insufficient, or tourists have not agreed to return soon. The results of the verification analysis show that all the proposed hypotheses have a significant effect so that the model of increasing tourist visits based on travel motivation and impressive tourism experiences, the destination image that is intermediated by the WOM variable, has an impact on revisiting intention.

This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It addresses the theoretical mechanisms that explain how creative media affects consumers. Its final purpose is to review all the empirical findings about creative media advertising effects.

This chapter presents a systematic literature review of all the empirical research about creative media advertising that explicitly compares its effectiveness with traditional media advertising. The 11 reviewed articles with 16 experiments appeared between 2005 and 2015.

Overall creative media advertising generated positive evaluative outcomes (e.g., brand attitude) and behavior (e.g., word of mouth and sales). These effects were often mediated by a feeling of surprise and an increase in positive thoughts. It remains unclear whether creative media are perceived as persuasion attempts. Mixed findings exist for cognitive outcomes. Creative media advertising seems beneficial for creating strong brand associations, but brand memory might suffer from the technique if solving the link between the medium and the message takes away mental resources for the brand elements in the advertisement.

By reviewing all the literature about creative media advertising, the authors make recommendations for future research and for using creative media in practice. They emphasize potential boundary conditions and ideal circumstances of using creative media advertising.

Buying online has become a widespread and common activity for consumers, and, for many organizations, e-commerce has become a very profitable alternative to sell their products and services, also allowing them to leverage their strategy in new geographical markets immediately. Although the literature on the subject is comprehensive, there is a gap in identifying the holistic constructs that are the determinants of consumers' choice of an online store. This research resorts to an exploratory study, based on a nonsystematic literature review, seeking to identify these constructs. The results obtained allowed us to identify the following constructs: consumer behavior, customer experience, web content, catalog, terms and conditions, customer support, perceived value, trust, security and privacy, satisfaction, and loyalty. Customer experience, satisfaction, and loyalty constructs stand out from a strategic perspective.

This study uses the social identity theory and relationship marketing theory to investigate customer satisfaction, commitment, trust and loyalty towards hospitality brands. Therefore, the author develops and empirically tests the relationships among these constructs. The methodology involved the use of structured equation models to investigate the hypothesised relationships. The results suggest that customer brand identification has a positive influence on loyalty, commitment, satisfaction and trust. The study also implies that commitment mediates the relationships between the three relational constructs (customer identification, trust and satisfaction) and brand loyalty.

Drawing on the confirmation–disconfirmation paradigm and the elaboration likelihood model, this study builds and tests a conceptual model that examines the effect of perceived authenticity on affective and behavioural outcomes as well as the moderating role of consumer involvement on the link between authenticity and satisfaction. The model was tested on data collected from 224 members of a theatre audience using structural equation modelling. Results indicate that perceived authenticity associated with both the core arts product and the venue enhances audience satisfaction which is a strong predictor of intention to recommend. Audience involvement with theatre moderates the link between authenticity of venue and satisfaction, with this association being stronger for low-involvement consumers.

Purpose: In this technologically advanced era, it is crucial to understand how consumers adopt innovations so that producers and marketers can cater to these needs effectively. While existing technology adoption models have good explanatory power, a hybrid model must account for newer contexts.

Need for the Study: Most technology adoption papers in extant literature deal with the phenomenon’s functional, environmental and cognitive aspects. However, a mindset-oriented approach is largely absent from current studies. Mindsets are core beliefs people have about the malleability of human traits and characteristics that ultimately shape consumer behaviour. Investigating the adoption of such technologies through a deeper psychological lens will advance the field substantially.

Methodology: This conceptual paper utilised a literature review and theoretical integration to present a novel technology adoption model. The literature review of secondary data helped identify extant gaps, while academic integration of major concepts helped fill said gaps.

Findings: Based on the existing gaps in the literature, this study conceptualised a novel technology adoption model based on the foundation of Mindset Theory. Overall, relevant constructs, variables and scales have been presented along with future research propositions.

Practical Implications: From a global perspective, the findings of this chapter will enable marketers and practitioners to understand consumer adoption of new-age technologies. Producers of such technologies will also be able to cater to consumers more efficiently as a result of this study.

This chapter examines the significance of multisensory experiences in the branding of the Swedish tourist destinations. Firstly, it provides a critical review of the relevant literature in the field of nation branding. It discusses about the tourism branding strategies that are intended to attract more visitors to Stockholm and in other areas in Sweden. Secondly, this contribution suggests that the destination marketers are engaging with tourists and are providing them with multisensory experiences to drive their emotional resonance for the Swedish destinations. Thirdly, it analyses how the ‘Swedishness’ could be expressed through the destinations’ attractions and from creative marketing campaigns. In conclusion the author provides four case studies on ‘The Swedish Number Campaign’, ‘ICEHOTEL’, ‘The ABBA Museum’ and ‘IKEA Museum’ to better explain how the Swedish destinations are providing the mentioned multisensory experiences to tourists.