Drawn to the unique natural and geographical advantages of ecotourism scenic areas, tourists can roam the natural environment and, at the same time, promote the sustainable development of the scenic area’s ecology. As a result, ecotourism has gradually become a popular type of tourism. Tourists’ perceived authenticity, perceived values, revisit intentions, and environmentally responsible behaviors, which are important variables in understanding their cognition and behaviors, have received extensive attention from scholars. However, few studies have combined tourists’ perceived authenticity, perceived values, revisit intentions, and environmentally responsible behaviors in the context of ecotourism. Taking Huangshan World Natural and Cultural Heritage Site in Anhui, China, as a case study, this study explored the relationship between the perceived authenticity and perceived values of ecotourists, and the respective relationships of perceived authenticity and perceived values with revisit intentions and environmentally responsible behaviors. A survey research method was employed, and the structural equation modeling technique was used to determine the relationships among variables. The results indicated that the perceived authenticity of ecotourists had a significant positive impact on their perceived values. Tourists’ perceived authenticity and perceived values significantly and positively affected their revisit intentions and environmentally responsible behaviors, respectively, while their perceived values played a mediating role in the impact of perceived authenticity on revisit intentions and environmentally responsible behaviors. Theoretically, this study introduces the concept of perceived authenticity into ecotourism, expands the research scope of perceived values, and fills the gaps in the research regarding the impact of perceived authenticity on environmentally responsible behaviors. Practically, it will assist tourism managers in developing a strategic plan for protecting the unique natural resources and cultural customs of scenic spots, producing a valuable interactive experience, and enhancing the collaborative decision-making process, which will lead to the sustainable development of ecotourism destinations.

Since Pine and Gilmore (1999) proclaimed the arrival of the experience economy era, research on tourists’ experiences has become an area of growing interest among scholars and practitioners. Gaining knowledge of the experiential features of tourist activities at historic sites and museums is of paramount importance for tourism operators to understand and satisfy tourists’ wide-ranging needs. With this concern in mind, the purpose of this study was to develop a multiple-item scale to measure tourists’ experiences of visiting historic sites and museums. Following the scale construction procedure suggested by DeVellis (2003), we developed an experiential scale with 17 embedded items in five dimensions: entertainment, culture identity-seeking, education, relationship development, and escapism. The data support this dimensional structure as well as its internal consistency and validity. This study serves as an initial attempt to explore the seemingly amorphous nature of tourists’ experiences at historic sites and museums. The findings offer important practical implications for historic sites and museums in relation to experiential marketing.

Destination food has been increasingly appealing to tourists within adjacent markets. This trend has been widely recognised by destination marketers; however, scholars have paid limited attention to tourists’ psychological and behavioural responses to destination food. Taking Shunde as the research site, using a questionnaire-based survey method equipped with the techniques of measurement modelling, path analysis, principal component analysis, and cluster analysis, this study explores how tourists’ food involvement affects their place attachment and destination loyalty, as well as the differentiation of tourists with different lifestyles. The results show that food involvement significantly affects place attachment and destination loyalty. These relationships are differentiated by tourists’ lifestyles. This study contributes to the psychological research of tourist behaviours and provides insights into destination marketing in the context of food tourism.

The arrival of the experience economy has diversified patterns of consumption, especially in tourism. Tourists travel more to seek the pleasure of new feelings, confirmation of their personality and realization of their self-worth. Food is one of the most basic elements of tourism consumption, and plays a pivotal role in tourism activities. Food festivals have in turn become a popular place for tourists to gather, and an area of growing interest among tourism scholars. Despite the growing body of literature dealing with food festivals however, there is limited information available on the measurement of food festival visitor experience. This paper attempts to fill this gap by developing a multiple-item scale to measure food festival visitor experiences. A questionnaire was designed to survey visitors attending the 14th Macau Food Festival. Following the construction procedure suggested by Robert F. DeVellis, an experiential scale was finalized with 20 embedded items in five dimensions: entertainment, food culture, nostalgia, stress relief and healthy diet education. The scale was tested for its internal consistency and validity. The findings provide tourism practitioners with a better understanding of the experiential features of food festivals, and assist them with more effective market segmentation and experiential product development.

Wine tourism is an increasingly prevalent form of tourism, but is still an emerging market in China. Wine tourism is highly experiential, yet only a few research works have focused on the antecedents and consequences of co-creation experience in the context of wine tourism. In this study, Chateau Changyu Rena Shaanxi, China, was selected as the site of research to explore the impacts of wine tourism experience on co-creation experience, perceived value, and consumer behavior. The Structure Equation Modeling (SEM) method has been used to analyze a sample of 536 respondents who have participated in wine tourism. The results show that most Chinese tourists participated in wine tourism for the first time and spent around 800 Renminbi for wine in average at the winery. In addition, this study is the first to confirm that autonomous of co-creation experience, entertainment, education, escapism, and novelty experience have positive effects on co-creation experience. Education experience, esthetic experience, escapism experience, and hedonism experience are positively correlated with perceived value. Co-creation experience and perceived value are positively correlated with word-of-mouth intention, revisit intention and purchase intention. The results of this study also provide implications for winery operators, guiding them to improve their business strategies, enrich wine tourism experience, encourage tourists to participate in co-creation activities, reward visitors for positive word-of-mouth promotion and offer cost-effective products.

With the rapid development of the experience economy and sharing economy, bed and breakfast (B&B) accommodation, favoured by more and more tourists, has become an indispensable component of tourism. Gaining knowledge of the experiential features of tourist activities at B&Bs is paramount for B&B operators to understand and satisfy tourists’ wide-ranging needs. With this concern in mind, the purpose of this study was to develop a multiple-item scale to measure tourists’ experiences of staying at B&Bs. We developed an experiential scale with 24 embedded items in six dimensions: entertainment, aesthetics, escapism, education, relationship development, and folk custom. The data support this dimensional structure, as well as its internal consistency and validity. This research bridges the gap in measuring the experiential stay at B&B and puts forward directions for future research. The findings offer important practical implications for B&B operations in relation to experiential product development and marketing.