This study investigates how local culture sharing and altruistic values from the elderly affect satisfaction levels with travel and life satisfaction via tourism product selection. Stratified random sampling is used in this study, we invited 1,000 qualified elderly tourists to participate in the survey from hot spring areas in Taiwan. We received 242 usable responses and that was fully completed questionnaires. Our research analysis and hypotheses were evaluated with partial least squares (PLS) modeling using SPSS and SmartPLS software. The findings of the study point out the elderly look forward to vacationing with other members to enjoy the local values of wellness tourism at tourist destinations, the service providers provide suitable and special tourism products to attract elderly tourists. Likewise, hoteliers, will provide more fun facilities for the elderly; marketers of travel agencies can emphasize the fun of wellness tourism with advertising icons; therefore, a happy travel experience contributes to the dignity and quality of life of the elderly.

Purpose: This study aims to analyze the challenges facing tourism marketing, specifically traditional local cuisines. These challenges include communication with tourists, tourists' revisit behaviors mediated by place identity and perceived interactivity with service providers.Design/methodology/approach: Data were collected via random sampling in Taiwan. The model and hypothesis were tested using a structural equation modeling approach. One thousand participants were invited to respond to a questionnaire. After removing those that declined to participate or returned incomplete questionnaires, 411 valid questionnaire responses were received.Findings: The findings of this study provide exciting insights into how traditional local cuisine strategies affect tourists' behavior. Governments can foster a destination image with a nostalgic aesthetic to attract more tourists. Moreover, destination marketers should provide mechanisms for instant interactions for tourists, such as mobile travel apps.Research limitations/implications: This research sample focuses on promoting emotional connections between tourists and the experience of traditional local cuisines at the destination. An understanding of nostalgic cuisine could provide a better understanding of why tourists are willing to engage in unique travel experiences.Practical implications: Traditional local cuisine providers should consider aesthetics, including their decoration, style, and markers. Further, it is important that service staff make tourists feel comfortable and satisfied with the traditional local cuisine experience.Originality/value: This study contributes to the destination marketing of traditional local cuisines from the perspective of nostalgia. The findings of this study provide interesting insights into how traditional local cuisine strategies affect tourists' behaviors.

Purpose: This study analyzes how trust in generative artificial intelligence (GenAI) competency and supplier–supplier connection affect innovation capacities and service innovation performance via the compatibility of GenAI and customer agility. Design/methodology/approach: An innovative performance model was developed by integrating orientation, cooperation and orchestration (OCO) theory, the knowledge-based view and diffusion of innovation (DOI). Empirical data were gathered from travel agencies in Taiwan, and the model was evaluated using the partial least squares (PLS) approach. Findings: This study demonstrates that trust in GenAI competency impacts the compatibility of GenAI and customer agility; the role of digital marketing innovation moderates the effect of customer agility on online consumption value and service innovation performance. Originality/value: The study’s findings underline the antecedents and consequences of service innovation and provide further specific suggestions for travel agencies, focusing on applying GenAI to innovation in travel agencies.

School travel plan (STP) is a significant tourism market for travel agencies; this study explores how travel agencies with customer orientation ability, product advantages, and high-quality service performance affect customer perceived value and the strategic adaptation of travel agencies from a resource-based view by moderating the effect of inter-functional coordination. Proportionate stratified sampling was used to select teachers and administrators from junior and high schools who participated in graduation trip selection for three years from Taiwan, and 183 samples were collected for analysis; likewise, PLS-SEM was adopted to verify the measurements and test hypotheses in the research. The scientific results indicate that travel agencies with customer orientation, product advantages, and high service performance positively impact customer perceived value. Inter-functional coordination has a moderating effect on customer perceived value and travel agency strategic adaptation. Travel agencies have customer-oriented characteristics that can clearly understand customers’ needs and prioritize them. Constantly reviewing customers’ needs and enhancing their perceived value can lead to increased sales volume in STP market. Effective communication and coordination are the critical effects of cooperation between travel agencies and other tourism industries, and travel agencies should quickly respond to schools and provide tourism products that meet STPs’ needs in Taiwan.

Purpose - The purpose of this study is to examine how online travel communities and host benevolence influence Couchsurfer behavior. We formulated a model of Couchsurfers’ behavioral intentions from the perspectives of trust, social identity theory, and altruism. Design/methodology/approach - Empirical data were collected from members of online travel communities. Participants were required to complete an online survey program developed using the SURVEYCAKE website (https://www.surveycake.com/), via invitation message. The invitation information stated the purpose of the study and provided a hyperlink to the digital survey form. We sent out the invitations, and 423 were returned completed. Findings - Community engagement is an enzyme catalyst between Couchsurfers and online travel communities. Online travel communities that provide an enjoyable experience could increase the satisfaction of Couchsurfers, who tend to spend more time browsing and interacting with interesting online travel communities. Research limitations/implications - Research will discuss the travel purpose of Couchsurfers and may better understand the considerations of hosts willing to provide lodging in future research. Practical implications - The operator of online travel communities should collect tacit knowledge and transform it into useful tourism information that can benefit both online travel communities and Couchsurfers. Originality/value - The results of this study provide additional evidence of altruism in the study of tourism behavior and offer new perspectives on behavior in virtual communities

Purpose: This study explores how perceived ChatGPT credibility, compatibility, and innovative digital marketing influence joint decision-making and process innovation capabilities through relational ties. Design/methodology/approach: The research model was analyzed using partial least squares structural equation modeling (PLS-SEM) based on 472 valid questionnaires from members of three well-known online travel communities who traveled with unfamiliar companions. Findings: Results showed that perceived ChatGPT credibility, compatibility, and innovative digital marketing significantly impacted relational ties, which, in turn, influenced joint decision-making and process innovation capabilities. Additionally, joint decision-making significantly affects process innovation capabilities. Originality/value: This study offers three notable contributions to tourism marketing. Through empirical research, it analyzes the relationship between joint decision-making and the process innovation capabilities of OTCs. Specifically, the study provides a novel perspective on the Process Innovation model, encompassing antecedents, mediators, and moderators. Through analysis through PLS, this study clearly understands the causal relationship between joint decision-making and process innovation capabilities of OTCs.