A destination imagery processing model: Structural differences between dream and favourite destinations

The present paper aims at understanding how destination imagery is processed in tourists’ working memory. The research focuses on two highly desirable, but contrasting, destination brand categories: Favourite Destination, which involves retrospective memory of positive experiences in situ; and Dream Destination, based on tourists’ prospective memory. Through an online multilingual survey, 23,446 responses consisting of perceptions, evoked by way of free-recall, associated to Dream and Favourite Destinations, were collected. Findings point to clear structural differences between the imagery of Dream and Favourite Destinations. Additionally, a theoretical destination imagery model that offers a basis for future studies is proposed, and some managerial implications of significant relevance to destination marketing are discussed.     

How virtual reality influences travel intentions: The role of mental imagery and happiness forecasting

Virtual reality can influence consumer behavior in powerful ways, but in the domain of tourism marketing, less is known about the psychological process. One possibility is that VR has stronger impact on mental imagery than traditional channels, creating vivid simulations of what it would be like to visit destinations. This process might create hedonic expectations of future happiness, which should increase the willingness to actually seek out the destination in real life. The results from a laboratory experiment provided support to this hypothesis. Participants were randomly assigned to view a nature destination either in traditional still images or virtual reality, and then reported their initial responses before making an actual consumer choice. VR exposure led to higher levels of mental imagery and happiness predictions, which in turn was associated with stronger travel intentions and purchasing decisions. However, VR effects on consumer choice were moderated by previous experience with the destination.     

The local impact of typhoons on economic activity in China: A view from outer space

We examine the impact of typhoons on local economic activity in coastal China. To capture potential damages from an individual typhoon we use historical typhoon track data in conjunction with a detailed wind-field model. We then combine our damage proxy with satellite derived nightlight intensity data to construct a panel data set that allows us to estimate the impact of typhoons at a spatially highly disaggregated level (approx. 1 km). Our results show that typhoons have a negative and significant, but short-term, impact on local activity – a typhoon that is estimated to destroy 50% of the property reduces local economic activity by 20% for that year. Over our period of analysis (1992–2010) total net economic losses are estimated to be in the region of $US 28.34 billion. To assess the damage risk from future typhoons we use simulated probability distributions of typhoon occurrence and intensity and combine these with our estimated effects. Results suggest that expected annual losses are likely to be around $US 0.54 billion.     

谈《建筑制图》课程对培养学生创新思维能力的促进作用

培养创造型人才,开发学生的创造力是素质教育的重中之重。每一位教师都应重视对学生创新能力的培养。《建筑制图》课程能培养学生空间想象、培养学生发散思维、收敛思维、逆向思维。这对培养学生创新思维能力起到积极的促进作用。在《建筑制图》教学过程中,注重学生形象思维与逻辑思维相结合,注重培养学生综合素质与提高技能相结合,使学生形成科学的思维结构,从而有效的促进学生创新思维能力提高。     

Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust

Although online retailing is applying livestreaming to promote both hedonic and utilitarian products, the differential effectiveness of utilizing this tool across the two types of products is still unclear. With an online experiment, the study found that livestreaming (vs. traditional e-commerce) is more effective in boosting hedonic products while making no difference in increasing purchase intentions of utilitarian products. By running a moderated serial mediation analysis, the research also demonstrated the underlying mechanism that livestreaming could significantly enhance mental imagery quality and customer trust in hedonic rather than utilitarian products. Therefore, our research has discovered an important boundary condition for the livestreaming effect and also the mechanism for the success of utilizing livestreaming to boost hedonic products. Considering the indiscriminate use of livestreaming regardless of product types and the huge amounts of resources required to sustain livestreaming, the study not only provides a theoretical glimpse of where livestreaming is more effective and why, but also practical insights as to how to apply livestreaming to different types of products and how to leverage mental imagery and customer trust to achieve business growth in an online retailing context.     

从《静夜思》的英译看古代诗歌意境的体现

诗歌创作的顶峰是追求诗歌的意境,而如何在古代诗歌的英译中体现或再创造与原诗歌相同或相似的意境,使异国的读者能够感受原诗的意境美和其中所包含的深刻内涵,从而达到文化上的认同,进而达到对中国古代诗歌的欣赏,传播我国博大精深的文化,是古代诗歌英译中最为困难的部分.译者应深刻领悟原文的内容和韵味,灵活运用翻译技巧,结合具体语境,准确表达原作的意境,再现原作的意境之美.     

Residents’ perceptions of tourism development – implications for small economies business: the case study of Ali Sadr,Iran

Ali Sadr Cave is the world's largest water cave and is a protected national heritage of Iran. This paper examines the residents’ perceptions of tourism development. In total, 250 residents of Ali Sadr village were interviewed. To improve the economic outcomes of the exchange between individuals from various cultural backgrounds, it is important to resolve the conflicts between residents and international tourists. In the management of tourism in the region, the local people who strongly support tourism development are not involved much. This paper concludes with recommendations for tourism managers to improve the economic outcomes of local people through tourism development.     

Journeys for Experiences: Japanese Independent Travelers in Scotland

Summary

This paper reviews the motives of Japanese independent travelers and offers a conceptualization-Journeys for Experiences. A desegregation of the independent traveler market is broken down into the three effected segments: Careerists, Collectors andMainstreamers. These segments are compared to generic segments of the Japanese market, and the effectiveness of Japanese tourism policy reviewed in terms of this segmentation. Also identified is the need for target marketing and image differentiation in promotion, in order to match the differential importance of motives by each segment toward the product offered both in terms of perceived and consumed experiences.     

Examining Antecedents and Consequences of Brand Personality in the Upper-Upscale Business Hotel Segment

ABSTRACT

Relying on Aaker's (1996 Aaker, D. A. 1996. Building strong brands, New York: Free Press.  [Google Scholar]) dimensions of brand personality, this study investigated the relationships between brand personality and its antecedents and consequences in the upper-upscale business hotel segment. Two dimensions of brand personality––competence and sophistication––were confirmed. User imagery was found to be the strongest predictor of brand personality, while trust had the significant mediating effect on the relationship between brand personality and loyalty. The theoretical and practical implications of this study's findings are included to assist both academicians and practitioners in the lodging industry in enriching their understanding of customers' perceptions of and attitudes toward hotel brand.     

Effects of perceived interactivity of augmented reality on consumer responses: A mental imagery perspective

As the use of technological features is becoming more common in digital retailing, retailers have adopted augmented reality (AR) solutions to help consumers browse their products. This study examines dimensions of perceived interactivity after experiencing shopping with AR and investigates the relationships between perceived interactivity and mental imagery and between mental imagery and other consumer responses in a mobile shopping context. A total of 302 female online consumers in South Korea participated in a survey. After shopping cosmetic products with the AR function in a mobile app, participants completed the questionnaire. The findings reveal that the controllability and playfulness dimensions of perceived interactivity influence mental imagery, which, in turn, affects consumers' attitudes toward a product and their behavioral intentions. The relationship between perceived interactivity and mental imagery differs based on an individual's involvement level. These results provide practical insights for digital retailers in creating effective mobile shopping environments.