Visual attention toward tourism photographs with text: An eye-tracking study

This study examines consumers' visual attention toward tourism photographs with text naturally embedded in landscapes and their perceived advertising effectiveness. Eye-tracking is employed to record consumers' visual attention and a questionnaire is administered to acquire information about the perceived advertising effectiveness. The impacts of text elements are examined by two factors: viewers' understanding of the text language (understand vs. not understand), and the number of textual messages (single vs. multiple). Findings indicate that text within the landscapes of tourism photographs draws the majority of viewers' visual attention, irrespective of whether or not participants understand the text language. People spent more time viewing photographs with text in a known language compared to photographs with an unknown language, and more time viewing photographs with a single textual message than those with multiple textual messages. Viewers reported higher perceived advertising effectiveness toward tourism photographs that included text in the known language.     

Evaluating museum visitor experiences based on user-generated travel photos

ABSTRACT

This research introduces online travel photos published on social media platforms as a complementary data resource to examine the behavior and experience of museum visitors. The practical value of online travel photos is demonstrated through a case study of popular Hong Kong museums, particularly by using the photo content and metadata available from the Flickr platform. The proposed approach is a generic method for understanding museum visitor behavior and preferences, and supports museum practitioners in developing improved products for visitors. The case study findings are particularly beneficial for tourism managers, especially those in Hong Kong, in promoting and attracting tourists to visit local museums.     

The presence of tourists and residents in shared travel photos

This study aims to reveal the extent of human presence in travel photos shared in the social media by tourists who traveled to Iran. We unearthed the host-guest interaction that is distinctive in those photos. To do so, we investigated 812 random photos shared by 186 tourists on Facebook. We employed quantitative and qualitative content analysis to categorize and define photos. We found that people are absent in sixty percent of shared photos. The biggest share of photos with the presence of humans comprise those featuring tourists and their travel companions only, and in which portrait photos have the biggest share. About one third of photos with human presence include residents only, and the western-dominance and reporting approach is noticeable. Only in ten percent of all photos can tourists and hosts be seen beside each other, and we categorize these according to three levels of interaction.     

Children's Recreational Physical Activity

This study explored children's participation in recreational (physical) activities and the extent to which this participation was influenced by individual and household socio-demographics and characteristics of the social and physical environment. Travel and activity diaries were used to collect data on out-of-home recreational activities for a random sample of 4,293 children in primary schools in the Netherlands. These data were investigated in relation to measures describing the social and physical living environment. Specifically, a Bayesian belief network was proposed because it derives and represents simultaneously all direct and indirect relationships between the selected variables. Results indicated that participation in various types of recreational activities was directly related to the socio-economic status of the household, the perceived safety of the neighborhood, the size of agricultural area in the neighborhood, travel distance, and day of the week. Planners and designers are recommended to find a good land use mix, and specifically make sure that they focus their attention on safety issues, as these factors stimulate children's participation in recreational physical activities.     

Aesthetics of hotel photos and its impact on consumer engagement: A computer vision approach

Visual content has been an essential marketing approach to exerting enjoyable virtual experiences and inducing consumer engagement. However, despite the widespread acknowledgment of the importance of visual content, how would the exerted aesthetic perception affect consumer engagement is still unexplored. Adopting a deep convolutional neural network model, this study quantifies the aesthetics of thumbnail images and managerial photos of hotels and thereby explores the impact of hotel photo aesthetics on consumer engagement. Aesthetically enjoyable photos are shown effective not only to encourage more consumers to engage in word-of-mouth discussions but also to promote consumer ratings. Such impact is also significantly moderated by hotel price. This study illustrates a viable approach to probing the perceived aesthetics of visual content in the hospitality field, and the uncovered significant role of aesthetics highlights the necessity of further attention to the cognitive perceptions of visual marketing content in both theoretical research and practical management.     

Trust and reputation in the sharing economy: The role of personal photos in Airbnb

‘Sharing economy’ platforms such as Airbnb have recently flourished in the tourism industry. The prominent appearance of sellers' photos on these platforms motivated our study. We suggest that the presence of these photos can have a significant impact on guests' decision making. Specifically, we contend that guests infer the host's trustworthiness from these photos, and that their choice is affected by this inference. In an empirical analysis of Airbnb's data and a controlled experiment, we found that the more trustworthy the host is perceived to be from her photo, the higher the price of the listing and the probability of its being chosen. We also find that a host's reputation, communicated by her online review scores, has no effect on listing price or likelihood of consumer booking. We further demonstrate that if review scores are varied experimentally, they affect guests' decisions, but the role of the host's photo remains significant.     

Children's tourist world: Two scenarios

This study discusses how tourism enriches children and how children conceptualize their tourist world under two scenarios (recreational and red tourism). Chinese urban children demonstrate a rich sense of tourism and treat it as an upgraded version of the daily play that is more fun and exhilarating. In children's eyes, recreational tourism refers to children enjoying a good time with their parents, while red tourism offers educational opportunities that promote values such as patriotism and collectivism. A child's tourist world is different (but not inferior) to the adult tourist world. These findings reveal children's perspectives and can help improve the practice of children's and family tourism.     

Learning patterns of tourist movement and photography from geotagged photos at archaeological heritage sites in Cuzco,Peru

The popularity of media sharing platforms in recent decades has provided an abundance of open source data that remains underutilized by heritage scholars. By pairing geotagged internet photographs with machine learning and computer vision algorithms, we build upon the current theoretical discourse of anthropology associated with visuality and heritage tourism to identify travel patterns across a known archaeological heritage circuit, and quantify visual culture and experiences in Cuzco, Peru. Leveraging large-scale in-the-wild tourist photos, our goals are to (1) understand how the intensification of tourism intersects with heritage regulations and social media, aiding in the articulation of travel patterns across Cuzco's heritage landscape; and to (2) assess how aesthetic preferences and visuality become entangled with the rapidly evolving expectations of tourists, whose travel narratives are curated on social media and grounded in historic site representations.     

Resident attitudes toward sustainable community tourism

This study examined, using social exchange theory, a range of variables involved in determining resident attitudes toward tourism development and the adoption of sustainable tourism. After a comprehensive review of the literature on the role of residents in tourism development, and of the use of social exchange theory, 430 completed questionnaires obtained in a Texas town involved in tourism were analyzed. A structural equation model was utilized to understand the effects of selected components of sustainability on the attitudes of the respondents about future tourism development and to test hypothesized causal relationships among the variables. The findings revealed that three major components of sustainable tourism, namely long-term planning, full community participation and environmental sustainability within tourism, are critically related to support for tourism and to the positive and negative impacts of tourism. The paper uses the findings to suggest critical implications that local governments need to consider when developing tourism.     

Barriers toward purchasing from online travel agencies

Online travel agencies (OTAs) are expanding their services to many segments of the travel and tourism industry. While they are beneficial to travelers, OTAs also face a great deal of consumer resistance. However, prior literature has largely focused on travelers’ adoption intentions toward OTAs, scarcely exploring the causes of such resistance. Addressing the gap, this study extends the innovation resistance theory (IRT) to examine the barriers to positive purchase intentions toward OTAs. A mixed method research design with open-ended essays and cross-sectional survey is used to test the proposed model. Findings suggest that benefits barrier is the chief inhibitor of purchase intentions. In comparison, privacy and security concerns and the vulnerability barrier show positive association with intentions. As a moderator, visibility influences the strength of the association between benefits barrier and purchase intentions. Further, the strength of this association differs among young, middle-aged, and old users.     

Innocents Abroad: Attitude Change toward Hosts

The purpose of this study was to examine the role of social distance, prior expectations, and trip experience on post-trip attitudes in multiple destinations. This study is based on surveys conducted with two groups of students: 1) a group participating in a summer study abroad program to the South Pacific or to Europe, and 2) a control group. The results show that attitude changes were positive towards Europeans, negative towards Australians, and mixed towards Fijians. This study supports the expectation value theory, but contradicts the cultural distance theory of attitude change. Further, the results show that experience with non-tourism related services played an important role toward attitude change.     

Airline employee's service behavior toward different nationalities

Stereotyping of groups is unique and has influences on emotions and behaviors. The aim of this study was to examine the relationship between national stereotyping, emotion and service behavior of South Korean airline employees towards passengers from four countries (China, Japan, the USA and South Korea, based on both Hofstede's cultural dimensions and the entrance rates to Korea), and whether there is a difference in constructs for each of the four countries’ passengers. South Korea was involved in this study to compare an in-group with the out-groups. Four models were acceptable, and we found that national stereotyping, emotions and service behaviors are significantly different among the four countries. The results imply that national stereotyping and cultures affect the service behavior of South Korean airline employees.     

Scale development for tourist trust toward a tourism destination

The increasing occurrence of tourist trust crises in various destinations in recent years has made tourism researchers and practitioners aware of the important role of trust. However, the previous literature has not provided a generally recognized scale for measuring tourist trust toward tourism destinations. In the current study, a qualitative analysis of social media posts and a quantitative examination of destination visitors were used to measure and validate tourist trust in a destination. The results revealed that tourist trust in a destination consists of five dimensions involving multiple stakeholders, including authorities, tourists, residents, employees, and the agency, which demonstrated that each party in the overall ecosystem of tourism destination plays a critical role in building positive tourist trust. Evidence from about 1100 tourists' responses at multiple destinations indicated that tourist trust has a significant positive impact on destination image. The study findings have many theoretical and practical implications.     

Growth-focused or profit-focused firms: Transitions toward profitable growth

Profitable growth is the most desirable state tourism and hospitality firm managers can hope to achieve. In reality, however, it is not easy for a tourism and hospitality firm to consistently grow and accumulate profits. In order to achieve profitable growth, some firms focus on sales growth while victimizing profits, while others concentrate on profits and hold off on growth. To better understand these strategies, this study investigated the growth state, profit state and transitions of restaurant firms. The findings of this study supported that profit-focused firms are more likely to achieve profitable growth than growth-focused firms. In addition, growth-focused firms with low liquidity had a higher likelihood of transitioning to a state of low growth and low profit in the short-term, and this liquidity effect was more serious for small firms in terms of long-term performance. Further, when profit-focused firms had few growth opportunities, large free cash flows increased the likelihood of transitioning to a state of low growth and low profit in the short-term. More detailed results are provided in this paper.     

Industrial tourists' behavioral intention toward slow travel in Taiwan

Taiwan has experienced rapid growth in the last decade, especially in the number of international tourists and domestic leisure travelers it receives. In response to pressures to minimize the negative environmental impacts of such visits (i.e. greenhouse gas emissions) and reshape the notion of sustainable destinations, since 2010 the concept of slow travel has been promoted by governments and the tourism industry. Consequently, calls to expand programs connecting various destinations (e.g. the establishment of industrial tourism) using slower modes of transportation have begun to emerge. In an effort to elucidate the key factors that motivate a traveler's intention to engage in slow travel, this study has constructed a research model that incorporates slow travel's three core elements: the mode of slow travel, tourism experience and environmental consciousness. Particularly, this study has focused on industrial tourists who typically rely on cars to reach destinations that have become new tourism hotspots. The quality of the transportation mode (i.e. a shuttle bus) and the tourism experience were found to be the most powerful determinants of their intentions. This study provides important information to practitioners seeking to market slow travel as a form of sustainable tourism and an alternative to conventional leisure.     

Using verbal attention to enhance restaurant customer satisfaction and behavior

Managing and developing positive customer relationships is a critical factor in the success of a restaurant. In this study, waitresses either asked customers about their satisfaction with the food or service before proposing tea or coffee, or they directly proposed coffee or tea without asking about satisfaction. It was found that the number of customers who ordered coffee/tea was significantly higher when the waitress asked the customers about their satisfaction. The theoretical and practical interest of studying the effect of verbal communication toward customers is discussed.     

Tourists' and tourism suppliers' perceptions toward crisis management on tsunami

This study describes tourists' perceptions toward the importance of safety measures across tourists who stay at different types of accommodation; compares the pre and post analysis of such safety measures during normal time and six months after the disaster and identify safety measures that contribute the most to the sense of beach safety. This study uses a survey, interviews, and observation. The target population was inbound tourists traveling to Thai beaches. It was found that respondents who participated in the survey six months after the March 2011 Japanese tsunami placed more importance on almost all tsunami safety measures than those who did the survey six years after the Indian Ocean tsunami. Guests at guest houses, placed the highest importance on all safety measures, whereas guests at upscale hotels, placed the lowest importance. Moreover, perceptions of beach safety were dependent on the availability of a tsunami evacuation system and a crisis management plan.