This research expands destination positioning theories by introducing a new perspective on destination positioning, namely sensory experience. This can be used to distinguish destinations with otherwise similar images. Through three studies focusing sequentially on positioning, segmenting and...

With the rapid growth of social media practice in the tourism industry, destination-marketing-organization-generated content (DGC) has become an important communication tool in promoting destinations. However, little remains known about the extent to which DGC affects tourist behavior. Based on a...

This study investigates the impact of nostalgic advertising and perceived destination types on tourists using four experiments. Study 1a and Study 1b revealed that destination nostalgic advertising is more likely to evoke tourists' history sense and further trigger visit intention, while...

With the return of global travel in the wake of the COVID-19 pandemic, destination marketers face the major challenge of attracting tourists via advertisements in an environment characterized by fierce competition and comparatively limited budgets after a long hiatus. This research examines the...

Extreme sports, a unique sports genre, rely heavily on commercial communication to motivate participation and realize marketing potential. This study highlights incidental awe (awe emotion elicited from experiences other than extreme sports) as an introjected motivation for extreme sports under...

As a consequence of the lockdown and quarantine measures during the COVID-19 pandemic, consumers engaged in home fitness by purchasing fitness courses online. Therefore, after the pandemic, the platform model has become a trend for transformation among fitness clubs to resist risks of uncertainty...

Previous literature leaves the impression that betting market inefficiencies are widespread. However, most studies rely upon limited data and ignore biases' persistence. Our simulation-based analyses show (1) the impact of low sample sizes on the chance to detect markets that only appear to be...

This study aims to test the effects of differentiation on short-term rental performance along the dimension of aesthetic design. Online platforms display listing cover photos as search results, thus making aesthetic design a key element of differentiation. We hypothesize opposite impacts in two...

This study investigates the effect of social media affordances (SMAs) on tourist destination image formation from the technology affordances lens, and measures the mediating role of social presence and parasocial interaction (PSI). Through both qualitative and quantitative approaches to the...