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Application Of The Theory Of Planned Behavior To Understand Traveler Behavior Affected By Covid-19: A Qualitative Study, Xiaoxu Wang, Jim Petrick

Travel and Tourism Research Association: Advancing Tourism Research Globally

With the pandemic still intact, understanding how COVID-19 affects traveler behaviors may be critical to the tourism industry. While much research has been conducted related to COVID-19’s impact on travel, little research has examined the underlying determinants of changes in behavior, and whether these changes will continue over time. This qualitative study was grounded in the Theory of Planned Behavior (TPB), Plog's travel model, and the concept of constraint negotiation, to better understand the impact of COVID-19 on travel behavior through in-depth interviews. Preliminary results found that travelers' attitudes, social norms, and perceived behavioral control were influenced by COVID-19, and …

Destination Brand Equity And Value Creation For Internal Stakeholders, Jonathon Day Dr, Gurpreet Kour

Travel and Tourism Research Association: Advancing Tourism Research Globally

Destination-based brand equity (DBBE) is a crucial aspect of destination marketing, adding value to products or services beyond their functional benefits. However, the impact of increased brand equity on the behavior of internal stakeholders in a destination is not well understood, even though they play a crucial role in influencing tourist behavior and improving the perceived value of a destination. This study aims to fill this gap by exploring the equity created for internal stakeholders by destinations and assessing the perception of the destination's attraction through the customer-based brand equity (CBBE) model. Using the theory of shared value and the …

Cultural And Heritage Tourism: Are Small Company Will Have Ability To Compete With Big Company?, Oktavianus Dato Toda

Travel and Tourism Research Association: Advancing Tourism Research Globally

Culture and heritage are two things that are inseparable. Since it has been recognised that cultural and heritage is part of a tourist destination that must be developed with the aim of maintaining its sustainability and existence. This study does explore and analyses how small business and middle and big firm in the same industry will able to share market? and are small business important for state revenue? This study will be based on three research study models, namely context analysis, observational participation and in-depth interviews. These three models will be used to highlight and interpret strategic options from existing …

A Plan For Developing A Bio-Tourism In Umm Qais Village In Jordan, Mahdi Alzoubi Prof. Dr., Janette Aldababneh Ms.

Travel and Tourism Research Association: Advancing Tourism Research Globally

This research will present a plan to develop Bio-Tourism in Umm Qais and its surroundings. Bio-Tourism plan in Umm Qais will contribute to the economic development of the region and the employment of the local community leading to improvements in the standards of living by counting on it as a source of income..

This study is based on the existence of historical and cultural elements, the distinctive geographical location, the archaeological site that witnessed several civilizations, and the existence of a local community- that does not directly benefit as much as it hopes from the tourism activity in the region. …

Saving An Australian Icon: Koala (Phascolarctos Cinereus), Aaron Tkaczynski Dr, Sharyn Rundle Professor

Travel and Tourism Research Association: Advancing Tourism Research Globally

In February 2022, the koala (Phascolarctos cinereus) was upgraded to an endangered species in Queensland (QLD), New South Wales (NSW) and the Australian Capital Territory (ACT) due to flooding, bushfires and urban development causing significant decline in this marsupial’s numbers in these locations. This paper presents a call for tourism action to save an Australian icon through sustainable tourism initiatives. Studies demonstrating the role that the tourism sector can play in koala conservation are minimal, suggesting there is considerable room for improvement to ensure koalas can be experienced by current and future generations. Through applying a triple bottom …

Is Tourism To Blame? Short-Term Rentals And Housing Availability In Montana, Melissa Weddell, Elena Bigart

Travel and Tourism Research Association: Advancing Tourism Research Globally

Montana experienced almost 12% population growth between 2010 and 2021, with its largest increase of 1.7% between 2020 and 2021. This growth has been concentrated in Western Montana, specifically in areas like Bozeman, Missoula, and Kalispell. This is in unison with the growth of short-term rentals (STR), bringing perceptions of both positive and negative impacts on the communities, hosts, and guests. Platforms like VRBO and Airbnb have streamlined the process for owners and renters to communicate and transact. The COVID-19 pandemic exacerbated the demand for STR as people were looking for accommodations with little human interaction and remote workers that …

Resident Willingness To Pay For "Local, Ecologically Sustainable And Cultural Food Production And Consumption" In Hawaii, Holly Itoga

Travel and Tourism Research Association: Advancing Tourism Research Globally

This study is part of a larger objective to produce data to develop an appropriate marketing campaign for ecologically sustainable and cultural food production for consumption through data analysis on key audience, industry leaders, and Hawaii's food production.

This paper covers a smaller (n=100) study as a mode for survey of locals willingness to pay for "ecologically sustainable and cultural food production and consumption". Through our findings we establish a statistically significant willingness to pay more for consumption of food grown through ecologically sustainable and cultural food production in Hawaii.

Extending Tourism From Main Attractions To Industrial Areas Of The City With The Help Of Art Tourism Beautification, Natasa Slak Valek

Travel and Tourism Research Association: Advancing Tourism Research Globally

While work on tourism gentrification in general and the role of aesthetics of gentrification in tourism in particular has been conducted, the nexus between particular aspects of gentrification, such as gentrification aesthetics, and specific forms of tourism, such as art tourism, deserves more attention. Specifically, less has been written on how local stakeholders affected by gentrification understand gentrification aesthetics and their potential role in promoting forms of art tourism. To fill in this gap, through a quantitative survey, this paper explores the opinions of a group of business owners in Mussafah, an industrial and commercial area in Abu Dhabi that …

Hop(E)S Of Rural Revitalization In China? The Craft Brewers’ Perspectives, Bruno Ferreira, Yanjie Long

Travel and Tourism Research Association: Advancing Tourism Research Globally

Rural revitalization is a priority of the Chinese government, aimed to combat the country’s rural decline. Local leaderships and entrepreneurs are encouraged to pursue non-traditional and innovative economic activities. With the craft beer scene on the rise in China, this study investigates the potential of craft brewing to support the country’s rural revitalization effort. To this end, we inquired eight brewers about consumer motivation and demographics, business models, marketing, policy, challenges and opportunities. Results show that craft beer is predominantly an urban middle-class phenomenon, and that structural barriers and cultural differences may hamper a swift expansion into rural areas. However, …

A Netnographic Exploration Of Domestic Gastronomic Tourism In The Uae, Ellma Rahman, Cody Morris Paris, Sreejith Balasubramanian

Travel and Tourism Research Association: Advancing Tourism Research Globally

In December 2020, the UAE Government launched the ‘UAE Strategy for Domestic Tourism’ across the seven Emirates and the country's first federal tourism campaign ('World's Coolest Winter'), which invited the public "to explore the hidden gems of the seven emirates, rediscover the UAE’s landmarks, reconnect with nature and share their experiences on social media platforms” (UAE, 2023). This study employed an overt passive netnographic approach to explore the drivers of domestic gastronomy tourism through the content shared by a small group of UAE residents through Instagram. The researchers 'hung out' on Instagram with 23 participants over eight months …

An Exploration Of Formal Tourism Development In Quebec’S Indigenous Cree Community Of Waskaganish, Jonathan Blueboy, Zainub Ibrahim

Travel and Tourism Research Association: Advancing Tourism Research Globally

The Cree community of Waskaganish is an Indigenous community situated on the James Bay in Northern Quebec. Waskaganish is in an early stage of tourism development and currently encounters a relatively limited number of visitors who participate in a variety of informal activities including traditional cultural Cree activities including fishing, hunting, and trapping. Current legislation restricts cultural practices such as fishing and hunting to members of the Cree Nation. However, locals informally involve visitors in these activities, which while illegal, is unenforceable. A recent Cree Nation Governance Agreement was passed in 2017 enabling the Cree Nation government to pass laws …

Water, Tourists, And Community Equity: A Scenario Analysis For Destinations In The United States, Kuang Xin, Gordon Jonathon Day

Travel and Tourism Research Association: Advancing Tourism Research Globally

Water resource management has long been a vital component of sustainable development. At destinations where tourism is among the largest economic sectors, a remarkable increase in water consumption could draw challenges to environmental and social assets. The complex relationship between tourism, water and community has yet to be explored. This study attempts to explore the complex nexus between tourism, water resources, and destination community. It builds on the assumption of various climate change scenarios to impacts and reactions to stakeholders within the nexus. This study aims to answer (1) who are the water stress and conflict generators at the selected …

The Role Of Relationship In Determining Event Satisfaction Attributes, Ranyue Xiao, Jeffry P. Downey, James F. Petrick

Travel and Tourism Research Association: Advancing Tourism Research Globally

While extensive research has focused on satisfaction and loyalty relating to tourism destinations and tourism festivals/events, that research has tended to be centered on the drivers of satisfaction and loyalty. The current study uses discriminant function analysis to assess the role of relationship or marital status on the drivers of satisfaction and loyalty. The results suggest that married couples, singles, and those in relationships have distinctly different drivers of satisfaction when it comes to festival attributes. Specifically, the study suggests that married couples’ satisfaction is more strongly related to the festivals’ facilities and souvenirs than singles and those in relationships, …

Value Co-Destruction And Residents' Perceptions In Yellowstone National Parks, Filza Armadita, Jonathon Day

Travel and Tourism Research Association: Advancing Tourism Research Globally

Growing concerns about the declining health of national park destinations have risen. Contributing to these problems are destructive human behaviors that violate National Park Service protocols. Residents of communities near these National Parks have shown their concerns on social networking sites such as Twitter and Facebook, using imagery to visualize their concerns. The limited literature on residents' perception of these destructive human behaviors shows that despite such access to information, tourism scholars have paid little attention to the issue or relevant concepts such as Value Co-destruction. The term VCD is derived from Value Co-creation, which theorizes that value is created …

Marketing And Sustainable Tourism: A Rapid Systematized Literature Review, Jonathon Day Dr, Gurpreet Kour

Travel and Tourism Research Association: Advancing Tourism Research Globally

The role of marketing in promoting sustainability in tourism has been a topic of debate, with some researchers viewing it as a hindrance to sustainability due to its focus on increasing tourist numbers and commodifying tourism. However, others believe that marketing can positively promote sustainability. A more holistic view of marketing is needed in the tourism literature to address this issue. This study aims to identify how marketing can effectively communicate a destination's sustainable attributes to attract an environmentally conscious traveler. The authors conducted a rapid literature review of empirical evidence from the last two decades and evaluated important domains …

Wine Tourism And The Senior Market Spending Behaviors: A Qualitative Approach, Nikol K. Lopez Llantuy, Tianshu Zheng

Travel and Tourism Research Association: Advancing Tourism Research Globally

Wine tourism has increased in popularity in the United States. Nevertheless, many wineries located in rural areas are not well known and have been understudied. On the other hand, the senior market has demonstrated to have great potential for tourism. However, studies regarding senior tourism behaviors including spending, are scant. This research aims to reduce this research gap by analyzing spending habits of senior population who visit rural wineries. By using a qualitative approach this study will be able to: a) Identify the characteristics and profile of senior travelers; b) Determine the underlaying reasons of senior visitors’ expenditure patterns; c) …

Sustainable Initiatives Of Forbes Five-Star Hotels In Tokyo : Balancing Sustainability And Average Customer Spending Under Covid-19, Ayako Nakai

Travel and Tourism Research Association: Advancing Tourism Research Globally

This study analyzed sustainable initiatives of Forbes five-star hotels in Tokyo. The hotels adopted different Sustainable Development Goals (SDGs) initiatives to attract guests and improve their reputation targeting SDGs 3(good health and well-being),11(sustainable cities and communities),12(responsible production and consumption), and 13(climate action). Various sustainable initiatives have been implemented by luxury hotels like promoting wellness, preserving tradition and culture, supporting local communities, sustainable and luxury dinner, and reducing plastics and adopting NORDAQ. Five-star hotels in Japan contribute to behavioral change of guests who are interested in sustainability by encouraging them to participate in various events and stay plans. Sustainable events do …

Investigating Chinese Lgbtq Travelers In Chinese Metropolises, Institute Of International Tourism And Management,Toyo University

Travel and Tourism Research Association: Advancing Tourism Research Globally

This study aims to identify the travel motivations of Chinese LGBTQ members living in Chinese metropolises. At least 5 Chinese LGBTQ members living in Beijing, Shanghai, Guangzhou, Chengdu and Chongqing were interviewed between August and October 2022, and the data were analyzed based on grounded theory approach. The results of the study show that ①Chinese gays and lesbians differ in terms of security threats, with lesbians tending to act differently to ensure their safety when traveling, and they place higher demands on the safety of their destination or accommodation. ② Unlike Europeans and Americans, Chinese gays and lesbians tend to …

A Bibliometric Analysis Of Technology Acceptance Models In Tourism-Culture-Museum And Mainstream Service Contexts, Hangjun Zhang, Waihung Chan, Sharif Shams Imon

Travel and Tourism Research Association: Advancing Tourism Research Globally

Technology Acceptance Model (TAM) is the most commonly used theoretical understanding of technology adoption research and also the most powerful model applied to describe personal acceptance decisions. Prior studies fail to become comprehensive due to confining in one industry, so authors review top journal articles in mainstream service and tourism-related industries as well as identify the diverse trendy and similar grounds through a bibliometric analysis. Totally 16 top SSCI journals selected for this research and find all the articles mention TAM. After excluding 79 papers not based on the theory of TAM, 100 papers remain. The analysis focused on descriptive …

Tracking Stimulated Emotions: Potentials Of Facial Expressions To Evaluate The Performance Of A Tourism Promotion Message On The Internet, Charlotte De Sainte Maresville, Christine Petr

Travel and Tourism Research Association: Advancing Tourism Research Globally

With the development of tourism promotional campaigns based on new artificial intelligence techniques, it is important to know how to identify a visual that provokes a positive emotion from a visual that provokes a negative emotion. These emotions can be seen through the facial expressions of the tourist. In the field of tourism, several researches support the link between the positive emotion of a tourist and his degree of satisfaction in his experience. We propose in our study to confirm the potential of using facial expressions to reliably evaluate the performance of a web visual. From a managerial point of …

How Can Airlines’ Esg Activities Be Evaluated By Consumers? Development Of Consumer-Driven Esg Measurement To Validation, Miyoung Sim, Hany Kim

Travel and Tourism Research Association: Advancing Tourism Research Globally

Despite the inclusion of environmental, social, and governance (ESG) initiatives seeming ubiquitous in today’s corporate practices, there is still a lack of systematic research addressed on how the corporate's ESG activities affect consumers' overall perception. This study aims to determine whether perceived airline ESG practices affect consumers’ behavioral intention and if brand image, attachment, and attitude mediate this relationship. Initially the ESG measurement of consumer perception was developed for the airline industry, and then an online survey was conducted of 567 South Korean consumers. Data was analyzed by using the partial least squares structural equation modeling. Our research findings provide …

Showing More Kindness To Disabled Tourists Because Of Understanding: The Interaction Among The Perceived Level Of Information, Affection And Altruistic Behavior Intention, Luyao Wang, Guangxin Song, Xinke Wang, Sujie Wang

Travel and Tourism Research Association: Advancing Tourism Research Globally

It is the common responsibility of the whole society to provide friendly and appropriate help for disabled tourists.However, the altruistic behavior of ordinary tourists towards disabled tourists has been ignored in academia, and few studies have focused on the internal factors that affect the altruistic behavior of ordinary tourists. To fill in these gaps, planning to investigate 500 respondents, based on The Tri-component attitude model, this study, applying SEM, will examine the effect of ordinary tourists' perceived level of information about the travel barriers faced by physical disabled tourists on their empathy and discomfort, which positively affected their altruistic behavior …

The Impacts Of Live-Streaming Farm Tour On Psychological Well-Being And Behavioral Intentions, Ye Shen, Martha Ranasinghe, Moses Mike, Pei Zhang, Jennifer Pelayo

Travel and Tourism Research Association: Advancing Tourism Research Globally

Live-streaming tours allow people to visit destinations without leaving their homes, and it has rapid growth. This research aims to identify the key features of a live-streaming farm tour; to examine the relationship between the features, perceived value, satisfaction, and outcomes (i.e., psychological well-being, intention to recommend the virtual tour, intention to visit the farm, and intention to buy the farm products), and to propose a framework for designing live-streaming farm tours. First, a total of 2,577 reviews from the platform Airbnb Online Experience were analyzed using Leximancer. Second, two-round pilot tests were conducted with 70 participants who joined the …

Applying Q Methodology In Developing Destination Images From The Traveller Generated Photographs, Win Theingi, Yung-Ping Tseng Assoc

Travel and Tourism Research Association: Advancing Tourism Research Globally

This paper investigates the perceived destination image of Sun Moon Lake (SML) and develops the projected destination brand image for SML Tourism Circle (SMLTC). This paper uses traveller-generated image (TGI) to conduct Q methodology approach. Q methodology is a combination of a quantitative approach with the interpretation of qualitative research. 20 stakeholders of SML-TC are asked to Q sort using a photograph from score +4 to -4, and then why they choose are asked. Next, PQ method software is applied for Q method analysis and three distinct factors have resulted - three types of attributes are identified as SML perceived …

What Does Authenticity And Neolocalism Mean To Craft Brewery Visitors? Insights From The Midwest And The Great Plains, Shuangyu Xu, Matthew J. Bauman, Sandra Ponting, Dr. Lisa Slevitch, Craig Webster, Ksenia Kirillova

Travel and Tourism Research Association: Advancing Tourism Research Globally

The global rise in craft beer produced by small and independent brewers has precipitated the development of craft beer tourism. Two concepts, neolocalism and authenticity, have emerged as critical for understanding the craft beer experience. However, established research on these topics, particularly from the consumer perspective, are still quite limited. To fulfill this gap, this study conducted 46 semi-structured in-depth interviews and observations in breweries located in the Midwest and Great Plains regions to explore the meaning of authenticity and neolocalism to craft brewery visitors. Analysis resulted in nine major themes, including 1) beer itself, 2) beer production, 3) brewery …

Can Cross-Disciplinary Conferences Improve Perceived Productivity?, Chadley R. Hollas, Sydney Begerowski, Lori Dickes, Marissa Shuffler, Claire Whitehouse, Lisa Chase

Travel and Tourism Research Association: Advancing Tourism Research Globally

As the number of agritourism operations and support professionals grows around the world, and the diversity of research into the subject expands, international collaborations have become more prominent among both academics and practitioners. However, the COVID-19 pandemic exposed a weakness in international collaboration: the reliance on in-person academic conferences as a primary opportunity for scientists to network and collaborate. A transdisciplinary, conference was hosted for the agritourism sector in 2022. In order to better understand how this emerging network might become more productive, or not, researchers surveyed attendees on their intended productivity. Results indicate that attendees were productive as a …

The Influence Of Enduring Involvement On Travel Push Motives And Attraction To Destination Pull Attributes Among Us And Canadian Mountain Bike Tourists, Brian Abernethy, Anthony W. Dixon Dr, Patrick J. Holladay Dr, Gi-Yong Win Koo Edd

Travel and Tourism Research Association: Advancing Tourism Research Globally

An increase in mountain bike participation has been accompanied by growth of mountain bike-specific travel. However, little is known about the site preferences of Canadian and US mountain bike tourists or the role that activity involvement might have on travel motives and attraction to destination pull attributes. An online questionnaire consisting of a 21-item scale to measure travel motives, a 41-item scale examining the importance of destination attributes and an adapted Modified Involvement Scale to establish one’s level of activity involvement was completed by 527 Canadian and US mountain bikers. Based on the mean involvement score of each involvement dimension, …

Understanding Children’S Travel Experiences Via The Drawings, Yung Ping Tseng, You Zih Jiang, Theingi Win

Travel and Tourism Research Association: Advancing Tourism Research Globally

Previous studies primarily focused on the perspective of parents, giving little attention to the viewpoint of children. Exploring children's travel experiences can be challenging both ethically and in terms of data collection. This study overcomes these difficulties by using children's paintings as the method of data collection, which provides objective and measurable data. This study applied means-end chain (MEC) and content analysis to analyze the pictures. A total of 309 pictures were collected, and 13 Attributes(A), 11 Consequences(C), and 7 values(V) of children's travel experience were identified through MEC. Results revealed that children place great value on participating in activities …

Multidimensional Cultural Perception And Spatial Differentiation In The Yellow River Basin Of China, Jing Qin, Quan Han, Xiaomeng Li, James Petrick

Travel and Tourism Research Association: Advancing Tourism Research Globally

Based on the travel blogs of 69 prefecture-level cities along the Yellow River basin, this study constructed a six-dimensional cultural perception system from the perspective of tourists, analyzed the similarities and differences in cultural perception across 6 dimensions between 69 prefecture-level cities using a deep learning textual thematic recognition method, and further proposed 10 cultural tourism regions with different cultural themes through the combination of a network-oriented geographic regionalization method and a text mining method. Lastly, the comparison of tourists’ cultural perceptions and emotional evaluations across 10 cultural tourism regions led to the conclusion that it is necessary to promote …

Applying The Resilience To The Community Development In Taiwan, .Yung-Ping Tseng, Chiu-Kun Chen, Po-Chia Su, Chun-Hsiao Chu

Travel and Tourism Research Association: Advancing Tourism Research Globally

In 1999, the Shishui community in Nantou County, Taiwan was severely damaged by the 921 earthquakes, with many houses collapsing and community facilities suffering unprecedented damage. In late 2001, a community development association was established, and with the efforts of residents, the community was awarded the title of "Classic Rural Area" by the government in 2007, becoming a nationally recognized leisure agriculture demonstration base. However, with the subsequent reduction of external resources, continuous loss of internal talents, and operational dysfunction of community organizations, the Shishui community eventually stagnated. How can we evaluate the community's resilience in this situation? This study …