Technology is critical for facilitating the experience value cocreation process in tourism. Online platforms in particular enable consumers to develop realistic expectations and to cocreate their experiences. Limited empirical research has been done to investigate the experience value cocreation process, especially in tourism. This study fills this gap by proposing a cognition–emotion–behavior model. A scenario experiment approach is used to investigate the experience value cocreation process on destination online platforms in the pretravel stage. Structural equation modeling analysis shows that online platform experience significantly affects the destination emotional experience. This, in turn, has significant effects on the five dimensions of destination engagement intention. The mediating effect of destination emotional experience on the relationship between online platform experience and destination engagement intention is supported. These findings contribute to a better understanding of the experience value cocreation process and theoretical and managerial implications are proposed.

Gaming as a cutting-edge concept has recently been used by some innovative tourism sectors as a marketing tool and as a method of deeper engagement with visitors. This research aims to explore the gamification trend and its potential for experience development and tourism marketing. Using a focus group, this paper discusses gaming and tourism, and explores what drives tourists to play games. The results suggest tourists’ game playing motivation is multidimensional. Players tend to start with purposive information seeking, then move on to an intrinsic stimulation. Socialization is also an important dimension. The research demonstrates several implications for tourism marketing.

Cultural Ecosystem Service (CES) evaluation is the basis for various environmental management and policymaking for nature-based tourism destinations including national parks. As an innovative data sourcing method, geolocated social media data promotes the rapid growth in CES research. Based on 58 empirical research articles using geolocated social media data, we review the current status and challenges of CES research and suggest some future CES research directions. We find that current geolocated social media based quantitative CES evaluation studies concentrate in photo density analysis, quantitative analysis of photo contents, photo viewshed analysis and economic values analysis. We also find that factors affecting CES spatial and temporal distributions fall in two major categories: biophysical and social/infrastructure. We think that future CES research can be improved by theoretical extension, methodological integration and service co-creation.

Multivariate analysis techniques are always evolving in social sciences. We compared a new alternative approach called fuzzy-set qualitative comparative analysis (fsQCA) with the conventional regression-based approach called partial least squares structural equation modeling (PLS-SEM) by testing the models to predict the national park tourists’ car use and car less-use intentions. PLS-SEM results were conditionally supported by fsQCA for car use intention, namely, pro-driving norm and neutralization techniques have significant positive effects on tourists’ car use intention. For car less-use intention, fsQCA provided more nuanced information to predict high and low car less-use intention. Considering their respective advantages and limitations, these two approaches could be used complementarily in pro-environmental behavior research.