The rapid growth of the domestic food delivery market has led to intense market competition as the use of delivery applications has grown quickly. This study explored the variables of personal innovativeness, trust, perceived ease of use, perceived usefulness, and intention to use such applications by testing the extended technology acceptance model (ETAM). By using Google Forms, data were collected from 10 May 2022 for a period of two weeks from Koreans who have experience using mobile food delivery applications. A total of 296 responses were used to test the hypotheses. The findings revealed that personal innovativeness had a positive effect on perceived ease of use. Trust was found to positively affect perceived usefulness and perceived ease of use. The variables perceived ease of use and perceived usefulness significantly influenced intention to use food delivery applications. This current research study provides practical implications by suggesting that ease of use with food delivery applications deserves further consideration. It was shown to be a key factor in increasing the intention to use such applications and can help to influence the creation of strategies to enhance continuous usage.

While heritage tourism has been explored widely in the tourism literature, there remains a need to further understand the antecedent variables that influence tourist experiences in such a context. This study applied mindfulness theory, investigating the effect of authenticity and mindfulness on the tourist experience and how the tourist experience influenced satisfaction and loyalty. A structural model was used with eight proposed hypotheses based on data collected in the spring of 2021 from 363 Chinese visitors to the Forbidden City. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed, enabling variable relations to be tested. Results revealed that authenticity significantly influenced mindfulness, and mindfulness significantly influenced tourists’ experience. Furthermore, two dimensions of tourists’ experience influenced satisfaction and satisfaction influenced loyalty.

While food can function as a component product of tourism, there remains a need for food tourism to become more sustainable. This study sought to discover what risk dimensions tourists perceive in food tourism and to enhance understanding of what actions and coping behaviors tourists take to lower levels of perceived risk in a food tourism setting. Data were collected in March 2023 for two weeks from Chinese tourists who considered traveling to Jeju Island, South Korea. A total of 303 responses were analyzed using exploratory factor analysis, confirmatory factor analysis, and structural equation modeling to test 13 hypotheses. Results identified physical risk, communication risk, and food-related risk as concerns for tourists, and the results confirmed support for 11 of the hypotheses tested. This study has theoretical implications for supplementing insufficient prior research by examining the risk factors perceived by tourists when participating in food tourism. Practical implications from this study include ways to reduce the level of perceived risk dimensions for sustainable food tourism experiences.

Guest value priorities in relation to online peer-to-peer accommodation are an underexamined area. This study examined social and economic benefits among Airbnb guests. The relationships between guests’ benefit priorities were tested in relation to satisfaction and behavioral intention. A total of 693 Airbnb guests were recruited from the U.S. and China. A framework to examine how cross-cultural differences moderate the associations between constructs was employed to examine the influences of the two cultures, one characterized by collectivism (China) and the other by individualism (U.S.). Confirmatory factory analysis and partial least-squares structural equation modeling (PLS-SEM) were used to test variable relationships. PLS-SEM analysis indicated that social and economic benefits both significantly influenced satisfaction and behavioral intention (satisfaction also influenced behavioral intention). Multigroup analysis was employed to test a framework examining cultural differences. It was found that social and economic benefits influenced behavioral intention differently for Chinese and U.S. Airbnb guests. The results suggest the importance of social and economic benefits in a peer-to-peer accommodation setting, as well as the need to understand cultural differences in the sharing economy.