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The unprecedented growth of social media in the past decade has resulted in an increasing interest on social media research. The purpose of this study is to examine the state-of-the-art developments in social media research and to develop a thematic research framework.

The study reviewed 262 social media-related articles published in eight top hospitality and tourism journals between 2007 and 2017. Content analysis was used to code data from the selected articles, and correspondence analysis was then used to compare the characteristics of research conducted on different social media platforms.

A thematic framework of social media research was developed based on a thorough review and systematic examination of the articles. The thematic framework consisted of the three key players – hospitality and tourism businesses, social media platforms and consumers – along with four categories of topical areas – marketing, managerial implication, user-generated content and impact – and 19 research topics. Three platform groups were identified to share similar article characteristics and research attributes.

This study offers a systematic overview of social media research in hospitality and tourism and is the first one to identify triadic relationships of social media platforms in thematic research framework. The innovative findings of correspondence analysis offer insights on future social media research from a platform perspective.

Information technologies are changing the service paradigm. This paper aims to provide a concise review on technology-enabled service evolution in tourism.

The paper is based on a review of relevant literature.

The past evolution of service delivery is summarized in three stages: service, e-service and m-service. The fourth stage of service evolution is predicted to be “a-service” with three features: service automation and human–robot interaction, artificial intelligence and big data and smart travel experience.

This paper provides a brief overview of service evolution under the impact of technology. It originally identifies the four stages of service evolution in tourism.

The purpose of this paper is to propose and test an extended theory of planned behavior model (TPB) to explain how following destination Facebook pages impacts travelers’ visit intention.

The study asked 252 participants to follow a destination’s Facebook page for three months before they completed the survey. An integrative model combining theory of planned behavior, social influence theory and attitude toward the ad was proposed. Partial least squares structural equation model (PLS-SEM) was used in testing the proposed model.

The findings indicated that the three social influences (compliance, identification and internalization) all significantly impacted visit intention both directly and mediated by subjective norm. Facebook page experience also significantly influenced visit intention mediated by perceived behavioral control. However, both attitude toward the destination and attitude toward messages were not significantly associated with visit intention.

The findings of this study revealed important practical implications for destination marketing organizations (DMOs) to leverage Facebook marketing. Specifically, DMOs should pay extra attention to the social influence of Facebook pages, especially identification, and also use Facebook pages to reduce perceived behavioral control of potential visitors.

This study was one of the first attempts to explore the factors influencing visit intention of destination Facebook fans based on an extended TPB model. The study also contributed to the literature of using PLS-SEM in predicting behavioral intention through a reflective-formative higher-order model.

本论文旨在建立和验证一个扩展的计划行为模型, 用来解释旅游目的地Facebook如何影响游客旅游意图。

252人参与本研究项目, 他们实际关注了一个旅游目的地Facebook三个月, 然后填写了问卷。本论文以计划行为模型、社会影响理论、以及广告认知理论等为基础, 建立一体化模型。本论文采用偏最小二乘回归结构方程模型（PLS-SEM）验证这个一体化模型。

三种社会影响因素（从众、认同、内化）均对旅游意图有直接和间接的影响。Facebook体验也对于旅游意图, 通过知觉行为控制的中间调解作用, 有显著影响。然而, 目的地态度和信息的态度并未显著地与旅游意图有关。

本论文结果对于旅游目的地管理机构（DMOs）如何使用Facebook营销有着实际启示作用。特别的是, DMOs应该更加关注Facebook的社会影响方面, 比如认同, 以及使用Facebook来减少潜在游客的知觉行为控制。

本论文是首先几篇以TPB模型为基础, 探索目的地Facebook粉丝效应的旅游意图的文章。本论文还对于使用PLS-SEM技术通过反应性-形成性多阶模型来预测行为意图的文献有着理论贡献。

关键词：广告认知, 、目的地Facebook, 、社会影响理论, 、计划行为理论, 、旅游意图

研究论文

Aligned with cultural attraction theory, this study aims to propose a cultural attractiveness index (CAI) that helps tourism practitioners and scholars evaluate and track the cultural attractiveness of urban destinations (cities) in the context of sustainable development.

Applying the Delphi method, a panel of experts was recruited to conduct three rounds of review to generate dimensions and determine indicators and corresponding weights. This study then verified CAI with statistical data from three sample cities (London, New York and Beijing).

A 12-item three-dimensional index structure (cultural places, cultural activities and cultural atmosphere) was created as CAI. This study also applied the CAI to compare three sample cities. The comparison identified possible aspects to be improved in developing cultural attractiveness, confirming CAI’s usefulness in fostering sustainable development.

The new CAI offers an effective tool for ascertaining a sustainable city’s cultural attractiveness while extending the cultural attraction theory and filling the existing gaps in the literature through a benchmark instrument. The CAI also provides an effective tool for destination managers and tourism practitioners for their sustainable initiatives in cities.

本研究旨在于建立文化吸引力指数(CAI), 帮助旅游从业者和学者在可持续发展的背景下评估和跟踪旅游城市的文化吸引力。

本研究采用德尔菲专家咨询法, 聘请了一个专家小组对指标体系进行了三轮审查, 以建立评价维度、确定指标和相应的权重。最后, 该研究用三个样本城市(伦敦、纽约和北京)的统计数据验证了CAI。

本文创建了一个由3个维度12项指标组成的评价指数体系CAI（文化场所, 文化活动和文化氛围）。三个样本城市的相关统计数据也验证了CAI评价体系在促进城市可持续发展方面的科学性, 也通过跨城市比较找到各自可进一步提升文化吸引力的维度。

新的CAI为衡量可持续城市的文化吸引力提供了评价体系, 填补了现有文献的空白。该CAI还为目的地管理者和旅游从业者提供了一个有效的基准工具, 以促进可持续城市发展目标的实现。

alineado con la teoría de la atracción cultural, el estudio propone un índice de atractivo cultural (CAI) que ayuda a los profesionales y académicos del turismo a evaluar y rastrear el atractivo cultural de los destinos urbanos (ciudades) en el contexto del desarrollo sostenible.

Aplicando el método Delphi, se reclutó un panel de expertos para realizar tres rondas de revisión para generar dimensiones y determinar indicadores y pesos correspondientes. Luego, el estudio verificó el CAI con datos estadísticos de tres ciudades de muestra (Londres, Nueva York y Beijing).

Se creó como CAI una estructura de índice tridimensional de 12 ítems (lugares culturales, actividades culturales y atmósfera cultural). El estudio también aplicó el CAI para comparar tres ciudades de muestra. La comparación identificó posibles aspectos a mejorar en el desarrollo del atractivo cultural, lo que confirma la utilidad de CAI para fomentar el desarrollo sostenible en las ciudades de la muestra.

El nuevo CAI ofrece una herramienta eficaz para determinar el atractivo cultural de una ciudad sostenible al mismo tiempo que llena los vacíos existentes en la literatura a través de un instrumento de referencia. El CAI también proporciona una herramienta eficaz para los administradores de destinos y profesionales del turismo para sus iniciativas sostenibles en las ciudades.

The purpose of this study is to explore how following a destination’s Facebook page changes fans’ visit intentions.

The study conducted two waves of data collection before and after following a Facebook page over a three-month period and collected 297 and 172 usable responses. The theory of planned behavior was adopted to build the evolution model. Partial Least Squares Structural Equation Model was used in testing the proposed evolution model and exploring the changes over time.

Fans’ visit intentions significantly improved after following a Facebook page with a strengthened impact of subjective norm on visit intention. The effect of attitude on visit intention showed significant decrease after following the Facebook page, making attitude less important in travelers’ decision-making processes.

This study proves that destinations’ Facebook pages are effective in terms of improving fans’ visit intentions. Therefore, destination marketing organizations (DMOs) should focus on increasing the number of their Facebook fans and pay most attention to the social influence of Facebook pages.

This study is one of the first attempts to prove the effectiveness of Facebook marketing using a longitudinal approach. The study also contributes to the literature of utilizing PLS-SEM in hospitality and tourism research through applying the procedure of analyzing longitudinal data.

本论文旨在探索旅游目的地Facebook官网对吸引粉丝旅游的影响力。

样本数据搜集历时三个月, 分别在游客粉丝一个旅游目的地Facebook官网前和三个月后进行问卷收集。样本数量分别为297份（粉丝前）和172份（粉丝后）。计划行为理论（TPB）作为本论文的理论基础以建立研究模型。PLS-SEM为数据分析方法来测试假设模型和探索因时间而产生的变化。

游客的旅游意向明显加强了, 在粉丝旅游目的地Facebook之后, 显示为增强的主观规范对旅游意向的影响。游客态度对旅游意向的影响在粉丝Facebook官网后明显降低, 使得游客的态度对旅游决策的作用重要性降低。

本论文结果显示旅游目的地Facebook官网对增加粉丝游客有效用。因此, DMO应该重视吸引更多Facebook粉丝, 以及尤其重视Facebook中的社会影响。

本论文是极少数文章通过纵向研究方法来证明Facebook营销的效用性的研究。本论文还对酒店旅游研究文献采用PLS-SEM分析方法进行纵向研究有着理论贡献。

关键词 – 旅游目的地facebook官网, 纵向, 计划行为理论（TPB）, 旅游倾向。

纸张类型 – 文献综述

The aim of this study was to investigate the themes related to the achievement of Sustainable Development Goal (SDG) 12 in relation to tourism, and specifically to explore how the emotional psyche affects tourists’ environmentally responsible behaviors.

Based on the value-belief-norm theory, a research framework was developed to examine the serial mediation effects of environmental emotions in predicting tourists’ environmentally responsible behaviors. A total of 741 responses was collected from an online survey. Data were analyzed by the partial least squares structural equation modeling.

Environmental concern does not directly predict tourists’ environmentally responsible behaviors. Instead, environmental awe and environmental worry serially mediate the relationship between environmental concern and tourists’ environmentally responsible behaviors.

This study extends the value-belief-norm theory by integrating environmental emotions and empirically tests the effect of multiple psyches on responsible consumption, contributing to the achievement of SDG 12 in UN Agenda 2030.

本研究的目的是探究与旅游相关的可持续发展目标12的实现, 特别是探讨环境情感如何影响旅游者的环境责任行为。

基于价值信念-规范理论, 构建了环境情感预测旅游者环境责任行为的链式中介模型。研究共收集741份有效样本, 并采用偏最小二乘结构方程模型进行分析。

环境关心并不能直接预测旅游者的环境责任行为。但是, 环境敬畏和环境忧虑在环境关心与环境责任行为之间起链式中介作用。

本研究将环境情感扩展到价值信念规范理论中, 并实证检验了环境敬畏和环境忧虑两种环境情感对旅游者的负责任消费行为的影响, 呼应了联合国2030年议程中的可持续发展目标12。

el objetivo de este estudio fue investigar los temas relacionados con el logro del Objetivo de Desarrollo Sostenible 12 en relación con el turismo, y específicamente explorar cómo la psique emocional afecta los comportamientos ambientalmente responsables de los turistas.

Basado en la teoría del valor-creencia-norma, se desarrolló un marco de investigación para examinar los efectos de mediación en serie de las emociones ambientales en la predicción de los comportamientos ambientalmente responsables de los turistas. Se recopiló un total de 741 respuestas de una encuesta en línea. Los datos se analizaron mediante el modelo de ecuaciones estructurales de mínimos cuadrados parciales.

la preocupación ambiental no predice directamente los comportamientos ambientalmente responsables de los turistas. En cambio, el temor ambiental y la preocupación ambiental median en serie la relación entre la preocupación ambiental y los comportamientos ambientalmente responsables de los turistas.

este estudio amplía la teoría del valor-creencia-norma al integrar las emociones ambientales y prueba empíricamente el efecto de múltiples psiques en el consumo responsable, contribuyendo al logro del ODS 12 en la Agenda 2030 de la ONU.

This paper aims to examine the effectiveness of two types of hotel commercials [virtual reality (VR) versus traditional commercials] by proposing and testing a presence-mediated model along with gender effects.

An experimental design is used to test the proposed hypotheses. Data were collected in China, and the Shangri-La hotel brand was chosen. University students were randomly assigned to watch either a hotel VR commercial or a hotel traditional video commercial. One HTC Vive VR headset was provided to those participants in the hotel VR commercial group.

The study revealed that VR commercials generate a higher level of vividness and interactivity among customers, which positively influence attitudes toward the ad, brand attitude and booking intention. Moreover, the findings showed that in the virtual environment, women, as compared to men, are influenced more by VR.

This research is the first to bring the presence model and gender effects together to better understand the effectiveness of VR in hospitality advertising research.

本论文检验两种酒店广告类型的有效性（VR对比传统广告）, 通过构建和检验存在-中介模型和性别影响。

本论文使用实验设计方式来验证提供的模型。研究样本数据来自中国, 以香格里拉酒店品牌为例。本论文随机抽样大学学生, 一组看酒店VR广告, 另一组观看酒店传统视频广告。实验参与者使用HTC Vive VR头盔观看VR广告。

研究结果表明, VR广告引发酒店客人的生动和互动性, 对广告、品牌态度、和预定房间意图有着积极影响。此外, 研究结果还表明女性相对男性在虚拟环境中受到VR更多影响。

本论文是首个将存在模型和性别影响相结合, 更好地理解VR在酒店广告研究中的作用。

关键词 虚拟现实、酒店广告、广告有效性、存在、生动、互动性、性别影响

The purpose of this study is to examine the role of consumption emotion in the digital food-ordering experience by comparing the performances of the three digital ordering methods in an experimental design.

A research model was developed based on the Feelings-as-Information (FaI) theory and the expectancy-disconfirmation theory. A 3 × 2 between-subjects lab experiment was conducted to compare the three digital ordering methods (online, mobile or chatbot) in two different types of restaurants (quick-service or full-service).

The results indicate that the chatbot ordering method evoked more negative emotions and less positive emotions than the other two methods. The online ordering method worked the best for quick-service restaurants, whereas the mobile ordering method was most suitable for full-service restaurants. Both positive and negative emotions (comfort and annoyance) significantly mediated the relationships between the ordering method and internal responses (satisfaction and behavioral intention). Only one negative emotion (anger) significantly mediated the relationship between the ordering method and order amount.

This is the first study that attempts to explore and compare consumers’ emotional responses resulting from restaurant digital ordering experiences in the context of the three food-ordering methods. The use of the FaI theory strengthens the theoretical foundation of research on emotion in the hospitality field. This study also pioneers the application of chatbot technology in the restaurant industry.

本论文旨在研究消费情感在线上点菜体验中的作用, 采用实验设计中的三种线上点菜方式。

本论文基于情绪即信息（Fal理论）和期望-不一致理论创建了研究模型。实验设计为3×2被试间设计来比较三种线上点菜方式（在线、手机、或聊天机器人）在两种不同餐厅类型（快餐vs全服务餐厅）

研究结果表明, 聊天机器人点菜方式相比较其他两种方式, 将带来更多负面情绪和较少的正面情绪。在线点菜方式最适用于快餐类型的饭店, 手机点菜方式最适合全服务餐厅。正面和负面情绪（舒服和烦恼）都对点菜方式和情绪反应（满意度和行为意图）之间的关系起到中介作用。只有一种负面情绪（愤怒）对在线方式和点菜量之间存在显著的中介作用。

本论文是首篇探索和对比消费者面对三种点菜方式, 在餐厅线上点菜体验的情绪反应。本论文使用Fal理论巩固了酒店管理领域中情感研究的理论深度。本论文还探索了饭店中对聊天机器人应用的科研。

The purpose of this study is to develop a typology of social media messages to compare the effectiveness of different message strategies.

In total, 1,837 messages from 12 hotel brand Facebook pages were content-analyzed. Applying both correspondence analysis and multivariate analysis of variance, the study compared message strategy across hotel-scale levels and explored the effectiveness of different message strategies.

A typology of four-type message format and six-type message content was developed. The picture message was the best message format. Product, brand and involvement messages were shown to be more effective than information, reward and promotion messages. Promotion message was the least effective message content type.

The major limitation of this study is the generalizability owing to the sample selection process. There is also the limitation on exclusion of control variables, selection of the three effectiveness measures and evolving social media technology.

The typology of Facebook message strategy developed in the study provided guidelines for hotel marketers to create messages on Facebook pages and track effectiveness. Hotels should also take full advantage of the picture format and product, brand and involvement contents.

This study created a new typology of social media message strategy consisting of two dimensions. It also provided empirical evidence to support the application of message strategy theory in the hotel social media marketing area.

The purpose of this study is to apply the triangle model of technology and the technology readiness index (TRI) in a qualitative study design to explore the geocaching phenomenon in state parks.

A framework was developed to examine the triangular relationships between the park, geocaching and visitors. A total of 12 semi-structured interviews were conducted with Texas state park officials. A thematic analysis was used to analyze the interview data.

Three types of interactions (i.e. park-visitor, visitor-technology and park-technology) were identified. Although geocaching leads to positive recreational experiences for park visitors, the study also revealed the decreasing popularity of geocaching along with park officials’ apprehension regarding the placement of caches. The findings suggest that Texas state parks fall within the “Avoiders” stage in terms of technology readiness because of a low level of optimism and innovation and a high level of discomfort and insecurity toward geocaching technology.

The study contributes to the extant literature by adding new knowledge regarding geocaching in the context of state parks. This study is one of the first to apply the triangle model of technology to examine the trilateral relationships between parks, geocaching and visitors. The study also innovatively adopts the TRI in a qualitative study to identify the technology readiness stage of state parks.

德州州立公园地理藏宝：一项科技准备度的分析研究

本研究旨在运用科技三角模型以及科技准备度指数（TRI）以定性研究为方法来探索地理藏宝这一现象。

本研究为探索公园, 地理藏宝以及访客的三角结构关系提出了理论框架。研究对德克萨斯州立公园行政人员进行了12项半结构化访谈。主题分析发进行了访谈数据分析。

研究发现了三种形式的互动：公园访客, 访客科技装备, 和公园的科技装备。尽管地理藏宝活动提高了公园访客的体验, 本研究通过公园人员的视角也发现访客的热情有所降低。研究结果发现德州州立公园在科技准备度意义来说仍处于“回避”阶段, 基于较低的积极度和创新意识, 以及对地理藏宝活动表现较高的不适以及不安。

本研究为已有的文献增添了有关州立公园地理藏宝的新发现。本研究是首次运用科技三角模型来研究公园, 地理藏宝和访客之间的三边关系。本论文也创新性的在定性研究中运用了TRI对州立公园科技准备度进行研究。