TikTok, along with other social media platforms, has emerged as one of the most important tools for many people, particularly millennials. Because the relationship between social media and customers’ behavioral intentions has long been a topic of discussion in the hospitality industry, the purpose of this study was to look into the potential determinants of customers’ visiting intentions toward Universal Studios Beijing on short video platforms such as TikTok. In addition, descriptive analysis was also conducted to show the demographic and other basic characteristics of the sample. The findings revealed that social interaction, informativeness, and trust had significant effects on perceived usefulness, as well as significant influences on the related visiting intentions from the perceived usefulness, ease of use, and playfulness. This study filled in the research gaps of the TikTok studies based on the extended technology acceptance model (TAM) and explored the effects of perceived playfulness on the theme park. This study can contribute to the formulation of operational and marketing strategies by theme park marketers, help internet vloggers with content creation and development, and provide suggestions to local governments for tourism destination management.

The present study investigates the impact of natural environments on tourism destinations in a holistic approach. Specifically, the impact of accessibility to beaches and environmental quality aspects (temperature, visibility, air quality, and water quality) on tourism businesses can be accessed based on a natural-resource-based view. Dynamic panel estimation is employed to analyze the financial performance of U.S. coastal hotels between 2008 and 2017. By employing the Generalized Method of Moments (GMM) analysis, this aims to estimate coefficients consistently and impartially, thereby addressing endogeneity issues. According to findings of the present study, as hotels are close to beaches, they earn higher revenues and higher revenue per-available-room. Also, all four environmental factors are significant on coastal hotels’ financial performance. These findings underscore the importance of beach and environmental factors as location-specific tourism resources that provide a competitive advantage and demonstrate the application of natural-resource-based view to tourism destinations.

Purpose: Social media's role in engaging participants in sports events, particularly during the pandemic, is acknowledged. However, previous studies often utilized sports events for diverse objectives but overlooked brand equity's influence on sports event development. And very limited research explores social media's impact on brand equity in esports events, despite its significance. Therefore, this study aims to explore how social media affects esports event brand equity and participants' satisfaction and engagement with social media through brand equity's influence.Design/methodology/approach: The study focused on League of Legends World Championships (LOLWC) participants, who completed a self-judged questionnaire online. The questionnaire included demographic details and latent constructs. Data analysis involved two steps: exploratory factor analysis (EFA) to assess measurement scale validity and structural equation modeling (SEM) to study relationships between traits.Findings: The results reveal that, within the esports event context, controlled communication exerts a meaningful and dual impact – both directly and indirectly – on the fundamental components of brand equity. This, in turn, serves as a catalyst for increasing participant contentment and their posting intention.Originality/value: This study applies brand equity theories to the esports domain, exploring participant-based brand equity concepts, user behavior and the influence of social media communication on event branding and engagement. It also recommends strategies for event improvement, emphasizes controlled communication for brand equity and highlights marketing's role in brand awareness, association and participant satisfaction. Additionally, it suggests government regulation to address cyber violence during esports events.