Drawing from the extended technology acceptance model, we develop and test a model that links the perceived characteristics of mobile guide system to visitor satisfaction toward mobile guide system and its effect on overall museum experience. Data were collected from 408 museum visitors who have used mobile guide system in National Museum of Korea. The results found that perceived usefulness (PU), perceived enjoyment, and perceived interactivity had direct positive effects on visitor satisfaction toward mobile guide system. In addition, we found the moderating role of age between PU and satisfaction toward the mobile guide system. Furthermore, this study revealed that the experience of using museum mobile guide system was significantly associated with the overall experience of visiting the museum.

The ongoing debate about vaccine passport policies for dealing with COVID-19 has necessitated analyzing its effectiveness in the airline and tourism industry. This study was purposed to analyze how vaccine passports are evaluated by multiple stakeholders, such as airline investors and passengers for leisure/vacation purposes. The findings of the first study show that the implementation of vaccine passports is positively evaluated by airline investors. The results of the second study highlight the role of vaccine passports in reducing perceived health risks, which is integral to leisure travelers’ decision making. This study offers a theoretical lens to understand the value of vaccine passports and provides guidance for airline companies and tourism marketers in deciding whether to implement a vaccine passport policy.

Airbnb has become popular. Although empirical research on the motives to use Airbnb has been conducted, the findings have been limited and mixed. Further, identifying motives for two major segments (i.e. business and leisure travellers) enables Airbnb hosts and organizers to develop effective and specific strategies for improvement and better targeting. Therefore, the purpose of this study was to investigate travellers’ motives to choose Airbnb accommodations and further examine business and leisure travellers’ perceived importance and performance with respect to their motives to select Airbnb. Study 1 conducted an interview and identified 10 motives. Study 2 performed an importance-performance analysis (IPA) of the 10 motives among business versus leisure travellers, and differences were found across the two types of travellers. The results showed that price, location, and home-like environment were the primary reasons leisure travellers chose Airbnb, while location, price, and user-friendly interface were the key motives for business travellers.

There is an urgent need in the travel industry to devise strategies that will help navigate the current pandemic as well as provide guidance on how to prepare for the next pandemic. Given health and wellbeing are regarded as important aspects of sustainable development, doing so would build long-term resilience in the travel and tourism industry. This study analyzes the relationships among travel fear, protection motivation, and destination visit intentions in the pandemic context. While previous studies have proposed psychological factors as antecedents of travel fear, this study contributes theoretically to the literature by proposing a conceptual model that allows us to test the way the policy of immunity certificates—which is a non-psychological factor of a risk-reduction strategy—influences travel fear and subsequent decision-making behaviors, where the construct “protection motivation” mediates the travel decision-making process. By adopting customer and investor stakeholder perspectives, this study shows that immunity certificates are effective not only in enhancing travel intentions but also in enhancing the market value of tourism companies. Given that the efficacy of policies is better assessed by multi-stakeholders, the methodological approach taken in the current study can help to better understand the value of COVID-19 measures and immunity certificate policies.

To provide a dynamic view of hotel employee turnover intention in the age of artificial intelligence (AI) and robotics, this study analyzes how AI awareness influences three dimensions of turnover intention: turnover intention toward other hotels, other hospitality companies, and other industries. A total of 571 responses from frontline hotel employees in South Korea and China were used for the data analysis. The results demonstrate that artificial intelligence awareness positively influences job stress and insecurity. Job insecurity positively impacts the three dimensions of turnover intention, although it is stronger for turnover intention toward other industries. Finally, the moderating impact of job enrichment differs depending on the dimension of turnover intention.