The use of information boards tends to be regulated in many heritage sites to preserve these cultural heritage places. Although augmented reality (AR) has become a major approach for reducing negative experiences due to restrictions, limited studies have been conducted to understand the effect of AR experiential value on destination-related behavior. Accordingly, the current work aims to investigate how the multidimensional components of AR experiential value (i.e., visual appeal, entertainment, enjoyment, and escapism) affect supportive behavior through AR satisfaction and experiential authenticity. Partial least squares structural equation modeling is performed to test the relationships. Results show that visual appeal, entertainment, and enjoyment exert significant positive effects on destination authenticity and AR satisfaction, ultimately increasing the supportive behavior of an individual. By contrast, escapism does not exhibit a substantial influence on experiential authenticity and AR satisfaction. These findings help practitioners and researchers create competitive advantages for destinations and improve tourist–destination relationships.

Since responsible tourism (RT) emerged as a critical issue in the tourism literature in the early 2000s, the challenge has been how to encourage consumers to practice RT. In this context, the goal of this study is to examine effective ways to promote individuals’ RT behavior using message framing and appeals. The present study used campaign advertisements as a stimulus and employed a 2 × 2 factorial design ((message framing: gain framing vs. loss faming) × (appeal: rational appeal vs. emotional appeal)) in the experiment. In addition, the study investigated the moderating impact of involvement on people’s attitude towards advertising and intention to participate in RT. Independent-sample t-tests and a two-way analysis of variance were used to verify the hypotheses. The results of the study revealed that gain-framed messages had a greater influence on individuals’ attitude towards the advertisement and their intention to participate in RT than loss-framed messages in the low-involvement group. Furthermore, rational and emotional appeals had a greater influence on people’s attitude towards the advertisement in the high- and low-involvement groups, respectively.

With the increasing amount of attention paid to sustainable tourism, balancing tourism growth with ecosystem conservation has become critical. As one of the most concentrated forms of tourism, island tourism is subject to distinct ecological pressures, making the study of tourists’ environmentally responsible behavior (TERB) both urgent and necessary. However, research on TERB in island tourism remains limited. In this study, we investigated Jeju Island as a case study and, based on 575 valid responses, integrated the value–identity–personal norm (VIP), value–attitude–behavior (VAB), theory of planned behavior (TPB), and complexity theory models to explore the formation pathways of TERB systematically. Structural equation modeling (SEM) confirmed that the core components of the VIP, VAB, and TPB models positively influence the development of TERB, while nationality emerged as a significant moderator. Fuzzy-set qualitative comparative analysis (fsQCA) further revealed six causal configurations, highlighting the diverse and non-linear TERB pathways. These findings will serve as significant theoretical insights into TERB and provide practical strategies for utilizing ecotourism as a tool for sustainable island tourism development.

In order to better understand of travelers’ risk perception and travel decision in pandemic, this study examines the role of media information and the effect of trust in the government on travel decision making based on the social amplification of risk framework. We perform a structural equation model using 1,156 samples collected through an online survey. The most notable findings are that the exaggeration and volume of media information play significant roles as moderators in the relationship between risk characteristics and perceived risk. In addition, the results reveal that trust in the government completely mediates the relationship between perceived societal risk and travel intention. Based on the findings, this study provides implications for the risk management and travel decision-making process during pandemic crises.

The rise of social media and online social interaction has significantly contributed to the field of tourism marketing. However, the underlying mechanism of member–member social interactions (M-MSI) in online tourism communities (OTCs) and their emotional benefits remain underexplored. Grounded in social penetration and social exchange theories, this study investigates how the self-driven mechanism of M-MSI, which comprises online social support (OSS), social capital (OSC), and social cohesion (OSN) enhances co-creation experiences (hedonic, social, and cognitive) fosters brand love. An analysis of survey data from 535 Chinese OTCs members using partial least squares structural equation modeling (PLS-SEM) revealed that OSS promoted OSC and OSN, with OSC further facilitating OSN. Moreover, high-quality M-MSI significantly strengthens brand love through co-creation experiences, a relationship positively moderated by affordances. Additionally, a fuzzy set qualitative comparative analysis (fsQCA) was used to identify six configurational paths to brand love, supplementing linear model limitations. These findings expand the understanding of OTCs experience management and underscore the marketing potential of sustained emotional value co-creation through optimized M-MSI.