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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

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 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.

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。

Drawn from flow theory, this study aims to explore children’s flow experiences in virtual reality (VR) by examining the relationships between VR experience length, arousal and flow experience (time estimation and enjoyment).

A within-subject laboratory experiment was conducted using 9D VR and iMEC 12. A total of 47 children participated in this study. Both survey data and physiological data were collected.

The results revealed that longer VR videos evoked lower arousal, higher respiratory rates and less enjoyment among child participants than shorter videos. This study also verified the mediating effects of respiratory rates measured arousal on time estimations and self-reported arousal in terms of enjoyment.

This study fills a research gap related to children’s flow experiences in VR, as children’s voices remain limited in tourism research. The study findings offer meaningful insights for destination marketers to leverage the growth of parent-child tours and the increasing effects of VR on the tourism industry.

儿童虚拟现实旅游体验探究: 一项基于沉浸理论的心理-生理研究

基于沉浸理论,本研究旨在通过检验虚拟现实（VR）的体验长度、兴奋度, 以及沉浸体验（时间估计和乐趣）之间的关系来探讨儿童的VR沉浸体验。

运用9D虚拟现实模拟器和iMEC12, 本研究进行了一项被试内实验。一共有47位儿童参与本研究。收集了调研数据和生理学实验数据。

研究结果显示与短VR视频相比, 较长的VR视频导致了较低水平的兴奋度, 较高水平的呼吸率,和较少的乐趣。本研究且还证实了呼吸率测量的兴奋度对时间估计的中介作用 和自我报告的兴奋度对乐趣的中介作用。

由于从儿童角度出发的旅游研究有限, 所以本研究填补了儿童VR沉浸体验领域的研究空白。本研究为目的地营销人员提供了有意义的参考, 从而能有效利用亲子旅游和VR对旅游业日益增长的影响。

This study aims to compare the performance of self-service kiosks in a quick-service setting with the performance of cashiers. In particular, this study explores both internal responses and external responses between the two ordering methods with the moderating role of crowdedness.

This study develops a theoretical framework based on the stimulus-organism-response (S-O-R) model. A 2 × 2 field experiment was conducted in a real quick-service outlet to collect data.

The results reveal that customers reported a better experience when using self-service kiosks compared to placing orders with cashiers. However, cashiers generated more revenue for the quick-service outlet than kiosks. Significant interaction effects were found for external responses. Customers spent more time placing orders with cashiers than with kiosks in less crowded periods, while cashiers generated more sales than kiosks during busier periods.

This study enriches the hospitality and tourism literature by applying the S-O-R framework in an experimental design incorporating both internal and external responses. The findings on the interaction between ordering methods and crowdedness on external responses provide practical insights for quick-service restaurant operators to find a balance between technology and human services.

自助服务机可否超越收银员? 以刺激 – 机制 – 反应 (SOR) 模型作为理论框架的点餐体验研究

本论文在快餐环境下比较自助服务机与收银员的业绩表现差异。具体而言, 本研究从内部和外部反映两方面探索了两种不同点餐方法以及就餐环境拥挤程度作为调节变量。

本研究借用刺激 – 机制 – 反应 (SOR) 模型作为理论框架, 以快餐店为环境进行了2x2 实验。

研究结果显示, 相比较餐饮收银员, 消费者对自助服务机更加较积极的顾客反应。但是餐厅收银员会产生相对较高的销售额。针对对外反应, 研究结果呈现显著的交互作用。 消费者在相对不拥挤的环境下更愿意花时间借助自助服务机点餐, 但是收银员比自助服务机在高峰时段更能产生较高销售额。

本研究借助SOR的理论框架用实验法来研究消费者内部和外部反应, 从而进一步充实了酒店和旅游文献。基于点餐方法和拥挤程度的交互作用, 本研究结果为快餐产业实现人工和科技的平衡提供了实践意义。

自助服务机 S-O-R 理论框架 快餐厅 拥挤程度 内部反应 外部反应

研究型论文

Despite its volume, the academic research on the impact of electronic word of mouth (eWOM) on tourism and hospitality consumer behaviour is fragmented and largely limited to investigating a small scope of its impact. The purpose of this paper is to bridge this gap by synthesising the existing literature, providing a conceptual framework for the various dimensions of this impact.

This paper is based on the meta-synthesis and a critical conceptual analysis of relevant academic literature identified using a keyword search of papers via the Web of Science and Scopus databases, followed by a snowballing process comprising tracking the citations to the resources referred to in the identified papers.

This conceptual analysis illustrates how the full spectrum of the impact of eWOM on tourist behaviour spans well beyond the limited scope traditionally focussed on by tourism and hospitality researchers. This scope, encompassing multiple cognitive, normative and affective dimensions, is illustrated in an evidence-based conceptual framework proposed in this paper, providing a systematic tool to identify the less-studied aspects of this important phenomenon.

This paper synthesises the large and fragmented body of literature on eWOM and proposes a novel conceptual framework, illustrating the vast scope of the various cognitive, affective and normative mechanisms through which eWOM affects consumers’ choice of tourism and hospitality products. Furthermore, this paper provides a synthesis of the state-of-the-art of research in this field, highlights the existing gaps and provides researchers with a systematic tool to identify pathways towards breaking the status-quo in progressing beyond the current boundaries of academic research in this field.

游客感知对清真旅游目的地的影响：结构模型分析

尽管有大量研究, 但有关网络口碑eWOM对旅游业和酒店业消费者行为的影响的学术研究仍是零散的, 并且在很大程度上只限于调查其影响的一小部分。本文的目的是通过综合现有文献来弥合这种差距, 为这种影响的各个方面提供概念框架。

本文基于元合成法和对相关学术文献的关键性, 概念性分析。这些文献是通过Web of Science和Scopus数据库对文章进行关键字搜索而确定的。随后是滚雪球式搜索过程, 该过程包括跟踪对已识别文章中引用的资源的引用。

这项概念分析阐述了eWOM对游客行为的影响范围如何远远超出了旅游和酒店业研究人员传统上关注的有限范围。这一范围是基于有理论依据的的概念框架提出的, 并涵盖多个认知, 规范和情感的维度。此范围为识别这一重要且缺乏研究的现象提供了系统的工具。

本文综合了有关eWOM的大量零散文献, 并提出了一个新颖的概念框架, 阐明了eWOM影响消费者选择旅游和酒店产品的各种认知, 情感和规范机制的范围。此外, 本文提供了该领域最新的研究综述, 突出了现有的差距, 并为研究人员提供了系统的识别打破现状的途径, 以超越当前学术界在这个领域的研究局限。

关键字 电子口碑, eWOM, WOM, 酒店, 旅游, 口碑

研究论文

El Boca a Boca Electrónico en el Comportamiento del Consumidor Turístico y Hotelero: Estado del Arte

A pesar del gran volumen de investigación académica sobre el impacto de eWOM en el comportamiento del consumidor turístico y hotelero, esta se encuentra fragmentada y en gran medida se limita a investigar un pequeño alcance de su impacto. El propósito de este artículo, es cerrar esta brecha sintetizando la literatura existente y proporcionando un marco conceptual para las diversas dimensiones de este impacto.

Este documento se basa en un análisis metasíntesis crítico y conceptual de la literatura relevante académica identificada, mediante una búsqueda de artículos por palabras claves a través de las bases de datos de Web of Science y Scopus, seguido de un proceso de “bola de nieve” que comprende el seguimiento de las citas de los recursos mencionados en los artículos identificados.

Este análisis conceptual, ilustra cómo el espectro total del impacto de eWOM en el comportamiento turístico se extiende mucho más allá del limitado alcance que tradicionalmente han realizado investigadores del turismo y hoteles. Este nuevo alcance, que abarca múltiples dimensiones cognitivas, normativas y afectivas, se ilustra en un marco conceptual basado en la evidencia propuesta en este documento, que proporciona una herramienta sistemática para identificar los aspectos menos estudiados de este importante fenómeno.

Este documento sintetiza la gran cantidad de literatura fragmentada sobre eWOM y propone un marco conceptual novedoso, que ilustra el amplio alcance de los diversos mecanismos cognitivos, afectivos y normativos a través de los cuales eWOM afecta la elección de los consumidores de productos turísticos y hoteleros. Además, este documento proporciona una síntesis del estado de la investigación en este campo, destaca las brechas existentes y brinda a los investigadores una herramienta sistemática para identificar vías para romper el statu quo en el progreso más allá de los límites académicos actuales en este campo.

Boca a boca electrónica, eWOM, WOM, Industria hoteleram, Turismo, Boca a boca

– Trabajo de investigación

Information and communication technologies (ICTs) are a key player in the food services and restaurants sector; thus, the aim of this work consists in studying the previous research on ICTs in food services and restaurants in the context of tourism and hospitality through a systematic literature review.

The systematic literature review is performed on full papers published in journals included in the Journal Citation Report of the WoS in the category of Hospitality, Leisure, Sport and Tourism. A total of 165 articles from 28 journals are analyzed, following different criteria, such as the research methods, perspectives, statistical techniques, geographical focus, topics, technologies, authors and universities.

The restaurant sector is more and more based on the creation of experiences and ICTs, through their multiple possibilities, can undoubtedly contribute to adding value to the simple meal and create and recreate experiences to attract and retain customers who are increasingly sophisticated and hooked on ICTs. ICTs are basic for managers taking decision at the highest level in food services and restaurants, so ICTs should not be seen as a technical tool but as an essential element for top management.

This paper examined articles from very well-known tourism and hospitality journals, leaving aside others as well as different publication formats such as books or papers presented at conferences.

A significant contribution made with this paper is the availability of a list of topics in the context of ICTs in food services and restaurants. These topics are classified into three areas (Consumers, Suppliers and Environment and Tendencies) that can serve as a future research framework. The paper also provides useful information to restaurant managers about ICTs, to researchers for their future projects and to academics for their courses.