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This paper aims to investigate the effects of virtual reality experiences (VREs) and emotions on holiday destination visit intentions by applying the stimulus-organism-response (S-O-R) framework. It also examined the role of amateur photography as a moderator in the relationship between VREs, emotions and visit intentions.

Primary data were collected through a structured survey questionnaire administered in India, and structural equation modelling (SEM) was used to examine relationships among variables. The formal survey was preceded by a pilot study. The partial least squares-SEM product indicator technique was applied to measure the moderation effect of amateur photography.

When people have high levels of positive emotions in the pre-travel stage with VRE participation, their intentions to visit destinations are stronger. Amateur photography moderated the relationships between user interactivity, memorable experiences, mental imagery and visit intentions. No significant moderating effect was found between emotional experiences and visit intentions.

The results indicate that creators of virtual reality (VR) communications should concentrate on producing interactive and visually striking VR content, as the research found that VR experiences with tourism-related activities have a significant impact on potential visitor emotions. Therefore, VR producers should incorporate authentic and distinctive elements into contents, giving viewers realistic and trustworthy VR tourism experiences. Destination marketers should evoke emotions in people to increase motivations to visit the VR-presented places. Destination marketers should create VR content with hedonic elements, fostering a connection and desire to visit the destination presented in the VR. For example, destination marketers can enhance the sensory aspects of VR content with audio, video, haptics and artificial intelligence, encouraging people to be emotionally captivated and fully immersed. The findings indicate that amateur photography has a significant moderating effect on prospective tourists’ intentions to visit a place presented in VR. Thus, destination marketers are advised to provide photogenic and relevant content to users. By using amateur photography, destinations can market their attractions to potential visitors in a more interactive and relatable manner. Showcasing images taken by amateur photographers presents a genuine perspective of the offerings, thereby increasing visit intentions among prospective visitors. Additionally, amateur photography helps promote the destination in a positive light, emphasizing the attractions and other offerings, and this encourages potential visitors to consider the destination as a travel option, thereby increasing visit intentions. Encouraging amateur photographers to take and share images also increases their engagement with the destination, creating a sense of community and connection and ultimately driving visit intentions. Destination marketers should embrace VR tourism content as a means of promoting their destinations to potential customers by considering the three crucial elements of memorable experiences, emotional experiences and mental imagery. In essence, destination management organizations and other decision makers should develop complete VR communication plans that incorporate interactive and visually striking activities. This can be done by creating VR experiences for prospective tourists, which will enable them to pick their preferred destinations at the pre-travel stage. Through this approach, an effective destination marketing strategy can be established.

This research has value in making several potential contributions to the tourism applications of VR. It is the first study to use and test the S-O-R framework to analyse tourist behaviour from the perspective of emotions generated by VR applications. The analysis focuses on India’s tourism market, which has not been explored much in the context of VR and from the perspective of a developing country. The research emphasizes the use of VR as a tool to understand tourist behaviour rather than just focusing on visit intentions. The findings provide valuable insights into the importance of VR in tourism. The knowledge generated will contribute to the understanding of the impact of VR experiences on emotions and visit intentions and the moderating effect of amateur photography. It has practical implications for destination marketers in developing effective marketing strategies that enhance tourists’ emotions and motivate visit intentions.

本研究运用刺激-机体-反应(S-O-R)框架, 探讨虚拟现实体验（VREs）和情绪对度假目的地旅游意向的影响。还研究了业余摄影在VREs、情感和访问意图之间的关系中的调节作用。

通过在印度进行的结构化调查问卷收集原始数据, 并使用结构方程模型(SEM)来检查变量之间的关系。在正式调查之前进行了一项试点研究。采用PLS-SEM结果指标方法测量业余摄影的调节效果。

当人们在旅行前的VRE参与阶段拥有高水平的积极情绪时, 他们访问目的地的意愿会更强。业余摄影调节了用户交互性、纪念体验、心理意象和访问意图之间的关系。情绪体验与访问意向之间无显著调节作用。

本研究对虚拟现实的旅游应用有几个可能的贡献。这是第一个使用并测试刺激-生物-反应(S-O-R)框架的研究, 从VR应用产生的情感角度分析游客行为。分析集中于印度的旅游市场, 而在VR的背景下和从一个发展中国家的角度来看, 印度的旅游市场还没有得到太多的探索。该研究强调将VR作为一种了解游客行为的工具, 而不仅仅是关注游客的意图。这些发现为VR在旅游业中的重要性提供了有价值的见解。所产生的知识将有助于理解VR体验对情绪和访问意图的影响以及业余摄影的调节作用。这对目的地营销人员制定有效的营销策略, 增强游客的情绪和激发旅游意图具有实际启示。

Esta investigación analizó los efectos de las experiencias de realidad virtual (VREs) y las emociones en las intenciones de visita a destinos vacacionales aplicando el modelo estímulo-organismo-respuesta (S-O-R). También examinó el papel de la fotografía amateur como moderador en la relación entre las VREs, las emociones y las intenciones de visita.

Los datos primarios se recogieron mediante una encuesta con cuestionario estructurado administrado en la India, y se utilizó la modelización de ecuaciones estructurales (SEM) para examinar las relaciones entre las variables. La encuesta principal fue precedida de un estudio piloto. Se aplicó la técnica PLS-SEM para medir el efecto moderador de la fotografía amateur.

Cuando las personas poseen un alto nivel de emociones positivas en la etapa previa al viaje con participación en VRE, sus intenciones de visitar destinos son más fuertes. La fotografía amateur moderó las relaciones entre la interactividad del usuario, las experiencias memorables, las imágenes mentales y las intenciones de visita. No se encontró ningún efecto moderador significativo entre las experiencias emocionales y las intenciones de visita.

Esta investigación tiene el valor de hacer varias contribuciones potenciales a las aplicaciones turísticas de la realidad virtual. Es el primer estudio que utiliza y pone a prueba el marco estímulo-organismo-respuesta (S-O-R) para analizar el comportamiento de los turistas desde la perspectiva de las emociones generadas por las aplicaciones de RV. El análisis se centra en el mercado turístico de la India, poco explorado en el contexto de la RV y desde la perspectiva de un país en desarrollo. La investigación hace hincapié en el uso de la RV como herramienta para comprender el comportamiento de los turistas, en lugar de centrarse únicamente en las intenciones de visita. Las conclusiones aportan valiosas ideas sobre la importancia de la RV en el turismo. Los conocimientos generados contribuirán a comprender el impacto de las experiencias de RV en las emociones y las intenciones de visita, así como el efecto moderador de la fotografía amateur. Se presentan implicaciones prácticas para los responsables de marketing de los destinos turísticos a la hora de desarrollar estrategias de marketing eficaces que potencien las emociones de los turistas y motiven las intenciones de visita.

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

This study aims to investigate the relationship between destination image (DI), travel motivation, religiosity, Islamic attributes of destination and the Muslim millennial’s visiting intention to halal tourist attraction.

Using quantitative method, this study analyses responses to a questionnaire distributed to 200 respondents living in various province in Indonesia. To prove the hypothesis, the data collected are analysed using partial least square-structural equation modelling (PLS-SEM).

This study shows that there is significant relationship positively between travel motivation, religiosity, Islamic attributes of destination and Muslim millennials’ visiting intention to Lombok as halal tourist attraction. However, the DI shows insignificant impact on Muslim millennials’ visiting intention. The results confirm that travel motivation, religiosity and Islamic attributes of destination are highly important in encouraging the intention of Muslim millennials to visit halal tourist attraction.

This study, however, has limitations. Firstly, the observation of this study is only aimed at Muslim millennials aged from 20 to 40 years. Secondly, the variables used in this study are only four variables.

To increase the visiting intention among Muslim millennials to halal tourism destination, the authorities should create and design the concept of halal tourism to attract Muslim millennials by considering the factors in this study. In addition, related parties need to improve halal infrastructure quality to boost halal tourism development. Indonesia is the biggest Muslim country in the world recently, the better promotion and campaign of halal tourism, the more Muslim millennials who are interested to visit halal tourism destination.

This study explores Muslim millennials’ visiting intention to halal tourist attraction in Indonesia. The study combines four important determinants affecting Muslim millennials to visit Lombok as one of the halal tourist attractions in Indonesia. In addition to that, literature explaining visiting intention in the context of prospective Muslim millennial is scarce.

This study aims to explain the effect of tourists' attitudes towards child labor, subjective norms and perceived behavioral control (PBC) on their intention to visit a destination with the model created with the help of theory of planned behavior (TPB).

The study utilized the convenience sampling technique. Data were collected through social media platforms from individuals over the age of 18 who live in Turkey and have traveled as tourists before. For this purpose, travel and tourism-themed groups were applied. Six hypotheses based on the literature were tested in the study. Data analysis was carried out using the Smart partial least square (PLS) program on data collected from 226 people.

Findings showed that the conceptual model explained tourists' intentions well. In detail, subjective norm, PBC and attitude, together with their belief constructs, all had a positive impact on visit intention.

Destination managers are recommended to protect children's rights in the destination. Any kind of exploitation of children and child labor can be prevented if stakeholders within the industry do not include any partners that violate children's rights. Destination managers should also guarantee the safety of children by launching codes of conduct and guidelines in coaction with local authorities and NGOs.

Many factors that may affect tourists' intention to visit a destination have been studied in the literature so far; however, tourists' perspective on child labor in a destination was not among these factors. It is not known whether the problem of child labor in destinations will affect tourists' intention to visit that destination. In this study, destination visit intention is discussed from this aspect, and this study differs from the previous studies in this respect. Recommendations were provided for practitioners to evolve into a child-friendly destination and highlight the efforts made to prevent child labor in their marketing practices.

This study aims to investigate how user-generated content (UGC) and firm-generated content (FGC) in social media affect attitudes toward halal tourism destinations, destination image and visit intentions among female Muslim (Muslimah) travelers. It also examines the role of travel habits as the moderating variable.

This study adopts the Theory of Interpersonal Behavior (TIB) and the Theory of Planned Behavior (TPB) to explore the motivation of Muslimah travelers to visit halal destinations. The survey was completed by 284 Indonesian Muslimah respondents who had visited halal tourism destinations in Indonesia. The SEM-PLS statistical technique was used to verify the associations between variables.

This study’s findings offer valuable insights for both theoretical understanding and practical applications. They suggest that both UGC and FGC significantly predict attitudes toward halal tourism and destination image, thereby influencing the visiting intentions of Muslimah travelers. Although UGC does not directly influence visiting intentions, it does play a significant role in shaping visiting intentions through its mediating effect on attitudes toward halal tourism destinations. In addition, the results indicate that habit positively moderates the relationship between attitudes toward halal tourism and visiting intentions.

This research contributes uniquely and significantly in two aspects. First, it merges the TIB with the TPB to elucidate the decision-making process of Muslimah travelers when selecting halal destinations. This integration illuminates new insights into the intentions of Muslimah tourists. Second, this study examines the respective influences of UGC and FGC on the visiting intentions of Muslimah travelers to halal tourism destinations. By comparing UGC and FGC, the research provides valuable insights into the decision-making processes of Muslimah tourists. Given Indonesia’s status as home to the largest Muslim population globally, this study offers a novel perspective on the traveling behavior of Muslimahs and practical recommendations for the Indonesian tourism sector in the establishment and promotion of Muslim-friendly destinations within the country.

This study aims to analyze the moderating roles of familiarity, generation and gender on the impacts of coronavirus fear-uncertainty on the destination image and visiting intentions post-COVID-19.

This paper seeks to provide evidence for a research conclusion by conducting a survey of 431 potential travelers of various nationalities who visited Egypt. The data were examined using structural equation modeling with a multigroup analysis and PROCESS MACRO.

The findings indicated that the links between coronavirus fear-uncertainty, the destination image and intention to visit were significantly different from one gender and generation group to another. Moreover, it showed that destination familiarity moderates the negative effects of coronavirus fear-uncertainty on the destination image and intention to visit.

To the best of the authors’ knowledge, this paper is the first to explore the moderating role of destination familiarity, generation and gender in the effects post-COVID-19 of coronavirus fear-uncertainty on the destination image and travelers’ intention to visit using generational cohort theory and gender schema theory.

This study aims to examine the tourists' visit intention by watching deepfake destination videos, using Information Manipulation and Media Richness Theory.

This study conducted a primary survey utilizing a structured questionnaire. In total, 1,360 tourists were surveyed, and quantitative data analysis was done using PLS-SEM.

The results indicate that the factors that affect the tourists' visit intention after watching deepfake videos include information manipulation tactics, trust and media richness. This study also found that perceived deception and cognitive load do not influence the tourists' visit intention.

The originality/salience of this study lies in the fact that this is possibly among the first to combine the Media Richness Theory and Information Manipulation for understanding tourists' visit intention and post-viewing deepfake destination videos.

The purpose of this research is to investigate the change in the relationship of cognitive destination image, affective destination image, destination psychological commitment and destination psychological ownership with intention to visit destination because of COVID-19 pandemic.

The research followed a longitudinal design with 424 samples collected in two phases (t1 – before COVID-19; t2 – during COVID-19). The hypotheses were analysed using structural equation modelling, and the difference between the models (before and during COVID-19) was estimated using multi-group analysis.

The results indicate that destination psychological ownership and affective destination image share higher significant relationships with intention to visit destination even during COVID-19.

The results have indicated the role of destination psychological ownership in building a sustainable campaign towards the visit intention even during a crisis.

The study contributes to understanding the difference of tourists intention to visit destination before and during COVID-19 from the lens of various theories such as psychological ownership, psychological commitment and destination image.

With the usage of social media and Web 2. 0, YouTube channels currently play a pivotal role in supporting a traveler’s destination visit. Travelers create their YouTube channels and share their past experiences in the form of videos, which helps other potential travelers to support their destination visit. The purpose of this paper is to understand how travelers adopt information through YouTube channels and how it influences the traveler’s intention to visit a destination.

A research model was constructed and empirically tested by using a sample of 486 respondents who watch YouTube channels before visiting a destination. Further, the hypotheses of this study were validated with the help of structural equation modeling using partial least squares. The respondents in this study were from Delhi.

This paper found comprehensiveness, relevance, timeliness, source expertise and attitude as the most significant predictors of a traveler’s destination visit intention through YouTube channel adoption. Further, source trustworthiness and accuracy were not found to be statistically significant.

The findings of this paper were based on data taken from the local respondents in Delhi. Further, it analyzed the influence of only seven dimensions on destination visit intention, which could have excluded some important factors that influence tourists’ destination visit intention.

This paper has provided implications for YouTube vloggers and tourists. The result proves that while making decisions regarding destination visit, tourists thinks critically and scrutinize the content of YouTube channels prior to deciding a destination. So, vloggers should provide relevant, comprehensive and accurate destination information through their videos to tourists.

To the best of authors’ knowledge, this paper is the first in the Indian context to examine the adoption of YouTube channels before visiting destinations through information adoption models with additional constructs.

This paper aims to draw from the stereotype content model (SCM) to investigate the mediating role of country-triggered emotions on the relationship between country stereotypes and intentions to visit a country as well as the boundary conditions under which such mediation occurs.

Two-hundred and eighty-three consumers participated in a between-subjects, Web-based study conducted in Hungary. Participants were randomly exposed to one out of six countries that are among the most popular tourist destinations for Hungarian consumers. Moderated-mediation analysis was performed to test the research hypotheses.

Country stereotypes of competence and warmth positively influence country-related emotions of admiration which, subsequently, transfer to consumer intentions to visit the focal country as a tourism destination. This mediation is moderated by consumers’ extraversion, such that intentions to visit are greater for highly extraverted consumers.

Policymakers should take into consideration both the country stereotype and related emotions triggered by this stereotype when developing and promoting the country destination brand. Practitioners should also consider extraversion as a potential personality-based segmentation and targeting variable when communicating a country as a destination brand.

This study delineates the link between country stereotype and affective responses to this stereotype, thus further adding to our understanding of the role that emotions play in determining tourism behavior. It also highlights the role of the personality trait of extraversion as a moderating influence on the stereotype-emotions-visit intentions link.