Tourists like to share their memorable experiences on mobile social media. This sharing behaviour may stimulate tourists’ future holiday intentions. Within an ethnic minority tourism setting in Guangxi Zhuang, this study examines the relationship between sharing memorable ethnic minority tourism experiences (MEMTEs) on mobile social media and intentions to visit other ethnic destinations. Partial least squares structural equation modelling and Sobel tests were performed to analyse survey data from 279 tourists. The results indicate that three dimensions of MEMTEs (scenery, entertainment, and interaction) affect tourists’ sharing behaviour and that sharing behaviour during trips mediates the effects of during-trip experiences (scenery and interaction) on tourists’ post-trip intentions to visit other destinations. This study explores MEMTE as the source of during- and post-trip behaviours, explains the role of sharing experiences, contributes a scale for measuring sharing behaviour, and makes recommendations for developing ethnic minority tourism.

The behavioral intentions of visitors play an important role in predicting future profits in the food festival. The purpose of this study is to identify the dimensions of festival quality and examine the interrelationships between behavioral intentions and the other constructs related to behavioral intentions as perceived by visitors to the food festival using structural equation modeling (SEM). The dimensions of festival quality are built and a multi-dimensional and hierarchical model is used as a framework to synthesize the effects of festival quality and visitor satisfaction on behavioral intentions of visitors to the Macau Food Festival (MFF). The findings of this study are based on SEM analysis of a convenience sample of 428 respondents. The findings reveal that there are four primary dimensions and 11 sub-dimensions of festival quality in the MFF.

Purpose: This study aims to empirically testify an integrated model, including the attributes of smart tourism technologies (STTs) (user interface [UI] design, informativeness, accessibility, personalization and interactivity), satisfaction, loyalty and word of mouth (WOM), and further investigate the potential moderating effect of switching costs (SCs) on the satisfaction–loyalty/WOM relationships.Design/methodology/approach: Systematic sampling was used to collect data in Macau. Partial least squares structural equation modeling (PLS-SEM) was employed to analyze valid data collected from 332 tourists who have recently used STTs.Findings: The results indicate that informativeness has a stronger effect on satisfaction, loyalty and WOM than UI design, accessibility and personalization; interactivity shows no significant influence on satisfaction, loyalty and WOM; satisfaction positively influences loyalty and WOM. Furthermore, procedural SCs negatively moderate the effects of satisfaction on loyalty and WOM.Originality/value: The present study extends the knowledge about information technology and tourism (ITT) by introducing a new attribute, UI design into STT structure and confirming that UI design is an effective predictor of user satisfaction. This paper is also a pioneer study that integrates customer satisfaction with STTs with SCs to explore the mechanism of how customer loyalty and WOM are generated. Practical recommendations are provided for STT designers and destination managers to improve the overall quality of STTs and to consider carefully setting procedural SCs as a retention strategy.