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In the competitive realm of destination branding, understanding the factors that lead tourists to develop a deep emotional connection with a destination’s brand is essential. At the heart of this emotional bond lies destination brand love – an exceptionally profound sentiment transcending mere satisfaction or preference. This concept has recently garnered attention from both tourism academia and industry practice. However, there remains a void in exploring the factors and mechanisms that pave the way for tourists to develop deep affection for a destination’s brand. This study examines the influences of self-congruence and destination immersion on destination brand love. In addition, the linkages from the four facets of self-congruence to destination brand love via the mediating role of destination brand immersion are also scrutinized.

With data collected from 421 tourists in Vietnam, the partial least squares structural equation modeling (PLS-SEM) approach was applied to test the research model and hypotheses.

The results reveal that (1) ideal and ideal social self-congruence impact destination brand love, (2) all four facets of self-congruence impact destination brand immersion and (3) there is an indirect effect of the four facets of self-congruence on destination brand love, mediated by destination brand immersion.

The study’s findings provide evidence that destination characteristics must be symbolic of the destination brand and consistent with its image among tourists, which is essential in understanding the complex behavior of tourists. Indeed, the results indicate that facets of self-congruence significantly influence both destination brand immersion and destination brand love. Therefore, destination marketers should develop marketing strategies that emphasize personal relevance to the tourist destination to increase their sympathy and love for the destination.

Adapting self-congruence theory and the psychology of flow theory, this study presents a model that elucidates both the direct and indirect relationships among the four facets of self-congruence: destination brand immersion and destination brand love based on the aspects of congruence between tourists and destinations. From this, it helps to explore the factors and mechanisms that pave the way for tourists to develop deep affection for a destination’s brand.

This paper aims to achieve phosphating via optimal features of Mg metal as a suitable base coating, which is considered for other properties such as barrier properties against the passage of several factors.

In this research, in the phosphate bath, immersion time, temperature and the content of sodium nitrite as an accelerator were changed.

As a result, increasing the immersion time of AZ31 Mg alloy samples in the phosphating bath as well as increasing the ratio of sodium dodecyl sulfate (SDS) concentration to sodium nitrite concentration in the phosphating bath formulation increase the mass of phosphating formed per unit area of the Mg alloy. The results of the scanning electron microscope test showed phosphating is not completely formed in short immersion times, which is a thin and uneven layer.

Mg and its alloys are sensitive to galvanic corrosion, which would lead to generating several holes in the metal. As such, it causes a decrease in mechanical stability as well as an unfavorable appearance.

Mg is used in several industries such as automobile and computer parts, mobile phones, astronaut compounds, sports goods and home appliances.

Nevertheless, Mg has high chemical reactivity, so an oxide-hydroxide layer is formed on its surface, which has a harmful effect on the adhesion and uniformity of the coating applied on Mg.

By increasing the ratio of SDS concentration to sodium nitrite concentration in the phosphating bath, the corrosion resistance of the phosphating increases.

This paper aims to investigate the corrosion resistance of two types of coatings – one is ceria sol coating and the other is ceria sol coating modified by ZnO nanoparticles on 7075 aluminum alloy in 3.5% NaCl solution.

Aluminum alloys were dipped into ceria sol and ceria sol modified by ZnO nanoparticles separately and removed after 10 min from the solutions and dried at 110°C for 30 min and heated at 500 °C for 30 min to form the coatings. The coatings have been characterized by using field emission scanning electron microscopy (FE-SEM), electrochemical impedance spectroscopy (EIS), X-ray diffraction (XRD) and energy dispersive spectroscopy (EDS). The EIS tests were performed in a corrosive solution of 3.5% NaCl.

The results showed that the coating of ceria sol modified by ZnO nanoparticles has higher corrosion resistance than the ceria sol coating and the bare sample. Also, the best efficiency is related to aluminum sample immersion after 1 h in NaCl corrosive solution for coating modified by ZnO nanoparticles.

In this research, the modification of ceria sol coating by ZnO nanoparticles had an effect on improving the corrosion behavior of aluminum alloy. It is also understood that modification of coatings is an effective parameter on corrosion resistance.

This research paper aims to investigate the predictors and outcomes of immersive technology adoption in tourism.

PLS-SEM is used for data collected from tourists visiting the UAE and Egypt to examine predictors and consequences of adoption.

It is revealed that perceived ease of use, enjoyment, immersion, usefulness and attitude towards technology predict immersive technology adoption. It is also revealed that the adoption affects tourists’ perceived value and engagement, which, in turn, affects tourists’ satisfaction and loyalty.

The study has integrated a research model that combines both antecedents and consequences of immersive technology adoption where few empirical investigations were revealed to draw conclusions on this research area. Also, missing relations have been included and tested in the research model.

The massive adoption of virtual reality (VR) applications has started since the COVID-19 pandemic, and until now, VR applications are still being used. However, there is limited research that analyses the consumer's perspective on the adoption of VR applications. Thus, this study discovers the adoption of VR applications in the hospitality sector by integrating the value-based adoption model (VAM) and VR quality.

The data were gathered through a survey of 500 respondents and evaluated through the structural equation model-partial least squares (SEM-PLS).

Employing SEM-PLS and importance-performance map analysis (IPMA), the findings revealed that VR quality and perceived value are essential determinants in the adoption of VR applications in the hospitality industry.

Practically, this study encourages the hospitality industry to create and develop high-quality VR application technology to benefit visitors. Through this study, hospitality marketing managers, governments and others concerned with the hospitality industry’s future development can create effective ways to increase the adoption of VR applications in this industry.

This study offers novel perspectives into the theory and application of VR quality and VAM in the adoption of VR applications in the hospitality industry.

In this paper, the authors aim to study the effect of hydrogen on the pitting corrosion behavior of Incoloy 825, a commonly used material for heat exchanger tubes in hydrogenated heat exchangers.

The pitting initiation and propagation behaviors were investigated by electrochemical and chemical immersion experiments and observed and analyzed by scanning electron microscope and energy dispersive spectrometer methods.

The results show that hydrogen significantly affects the electrochemical behavior of Incoloy 825; the self-corrosion potential decreased from −197 mV before hydrogen charging to −263 mV, −270 mV and −657 mV after hydrogen charging, and the corrosion current density increased from 0.049 µA/cm² before hydrogen charging to 2.490 µA/cm², 2.560 µA/cm² and 2.780 µA/cm² after hydrogen charging. The pitting susceptibility of the material increases.

Hydrogen is enriched on the precipitate, and the pitting corrosion also initiates at that location. The synergistic effect of hydrogen and precipitate destroys the passive film on the metal surface and promotes pitting initiation.

This paper aims to characterize the surface film formed on Alloys 800 and 690 in chloride and thiosulfate-containing solution at 300°C.

Alloy 800 and 690 were immersed in chloride and thiosulfate-containing solution at 300°C up to five days, and then the surface film was analyzed by scanning electron microscopy (SEM), X-ray photoelectron spectroscopy (XPS), transmission electron microscopy (TEM) and energy dispersive X-ray spectrometers (EDX).

Through static immersion experiments in a high-temperature and high-pressure water environment, the alloy samples covered by surface film after five days of immersion were obtained. The morphology of the surface film was characterized at both horizontal and cross-sectional scales using SEM and focused ion beam-TEM techniques. It was observed that due to the influence of the quartz lining, the surface film primarily exhibited a bilayered structure. The first layer contained a significant amount of SiO₂, with a higher content of metal hydroxides compared to metal oxides. The second layer was predominantly composed of Fe, Ni and Cr, with a higher content of metal oxides compared to metal hydroxides.

The results showed that the materials of the lining of the autoclave could significantly influence the film composition of the tested material, which should be paid attention when analyzing the corrosion mechanism at high temperature.

This research paper aimed to investigate the affordances of using virtual reality (VR) in teaching culture among in-service teachers of teaching Persian to speakers of other languages (TPSOL) in Iran.

This qualitative case study, conducted at two Iranian universities, used purposeful sampling to select 34 eligible in-service Persian teachers from a pool of 73. Data collection used an open-ended questionnaire and interviews.

Before the TPSOL in-service training workshop, teachers expressed their reservations regarding the use of VR to teach culture in TPSOL courses. The emerged themes were “skepticism toward effectiveness,” “practicality concerns,” “limited awareness of VR applications,” “technological apprehension” and “prevalence of traditional teaching paradigms.” During the post-workshop interview, it was discovered that the teachers’ perceptions of VR in teaching culture had undergone a positive shift. The workshop generated emergent themes that reflected positive perceptions and affordances for using VR to teach culture in TPSOL, including “enhanced cultural immersion,” “increased student engagement,” “simulation of authentic cultural experiences,” and “facilitation of interactive learning environments.”

One primary limitation is the lack of prior experience with VR for teaching practices in real-world classrooms among the participants. While the study aimed to explore the potential of VR in enhancing pedagogical approaches, the absence of participants with prior exposure to VR in educational contexts may impact the generalizability of the findings to a broader population. Additionally, the study faced practical constraints, such as the unavailability of sufficient facilities in the workshop. As a result, the instructor had to project the VR cont7ent on a monitor, potentially diverging from the immersive nature of true VR experiences. These limitations offer opportunities for future research to refine methodologies and gain a more comprehensive understanding of the implications of integrating VR into teaching practices.

Extensive research has been conducted on the effectiveness of VR in language education. However, there is a significant gap in research on TPSOL, which is considered a less commonly taught language. This study aims to address this gap by exploring the use of VR in the TPSOL through the lenses of in-service teachers. As part of a larger investigation, this qualitative inquiry focuses on the perceptions of in-service teachers about VR, with a particular emphasis on the cultural understanding of the Persian language.

The purpose of this paper is to offer an accessible and interdisciplinary research strategy in organisational ethnography, called action ethnography, that acknowledges key concepts from action research and engaged and immersive ethnography. It aims to encourage methodological innovation and an impact turn in ethnographic practice.

A working definition of “action ethnography” is provided first. Then, to illustrate how an action ethnography can be designed by considering impact from the outset, the author draws on a study she is undertaking with a grassroots human rights monitoring group, based in England, and then discusses advantages and limitations to the approach.

The author suggests three main tenets to action ethnography that embrace synergies between action research and ethnography: researcher immersion, intervention leading to change and knowledge contributions that are useful to both practitioners and researchers.

This paper provides researchers who align with aspects of both action research and ethnography with an accessible research strategy to employ, and a better understanding of the interplay between the two approaches when justifying their research designs. It also offers an example of designing an action ethnography in practice.

Whereas “traditional” ethnography has emphasised a contribution to theoretical knowledge, less attention has been on a contribution to practice and to those who ethnographers engage with in the field. Action ethnography challenges researchers to consider the impact of their research from the outset during the research design, rather upon reflection after a study is completed.

The impact of rolling on the performance of micro arc oxidation (MAO) coatings on ZM5 alloy has been underreported. The purpose of this study is to explore the correlation between rolling and the failure mechanism of MAO coatings in greater depth.

The influence of rolling on the corrosion and wear properties of MAO coating was investigated by phase structure, bond strength test (initial bond strength and wet adhesion), electrochemical impedance spectroscopy and wear test. The change of the surface electrochemical properties was studied by first principles analysis.

The results showed that the MAO coating on rolled alloy had better corrosion and wear resistance compared to cast alloy, although the structure and component content of two kinds of MAO coating are nearly identical. The difference in interface bonding between MAO coating and Mg substrate is the primary factor contributing to the disparity in performance between the two types of samples. Finally, the impact of the rolling process on MAO coating properties is explained through first-principle calculation.

A comprehensive explanation of the impact of the rolling process on MAO coating properties will provide substantial support for enhancing the application of Mg alloy anticorrosion.