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This study aims to assess how airline companies can frame their message strategies given the effects of the COVID-19 pandemic.

Message forms used in empirical tests included message framings, regulatory focuses and benefit types. A total of 450 participants were recruited through an online survey.

Promotion-focused behavioral intention was more effective when personal economic benefit was negatively framed. However, prevention-focused behavioral intention was more effective where social benefit was positively framed. The results were moderated by personal traits such as the level of perceived COVID-19 threat.

The findings of this study can help create new communication strategies during risky or critical situations.

本文实证分析中所使用的信息形式包括信息框架、监管重点和利益类型。通过线上问卷调查, 共招募了450名参与者。数据分析采用了ANOVA检验和Hayes（2017）的PROCESS检验。

当个人经济利益是负面框架时, 促进定向的行为意向更有效。然而, 当社会利益是正面框架时, 防御定向的行为意向更为有效。上述关系受到个人特质的调节, 如COVID-19感知威胁的程度。

本研究的结果是新颖且有意义的, 有助于在风险或危急情况下创造新的传播策略。

Las formas de mensaje utilizadas en las pruebas empíricas incluyeron encuadres de mensajes, enfoques normativos y tipos de beneficios. Se reclutó a un total de 450 participantes a través de una empresa en línea porque era difícil recopilar datos durante la pandemia.

Este estudio pretende evaluar cómo las compañías aéreas pueden enmarcar sus estrategias de mensajes teniendo en cuenta los efectos de la pandemia de COVID-19.

El comportamiento centrado en la promoción fue más eficaz cuando el beneficio económico personal se enmarcó negativamente. Sin embargo, el comportamiento centrado en la prevención fue más eficaz cuando el beneficio social se enmarcó positivamente. Los resultados fueron moderados por rasgos personales como el nivel de amenaza percibida de COVID-19.

Las conclusiones de este estudio son muy novedosas y significativas en la medida en que pueden ayudar a crear nuevas estrategias de comunicación durante situaciones de riesgo o críticas.

The purpose of this paper is to investigate the effects of experiences with local food in Ghana on satisfaction, favorability and behavioral intention.

Unlike previous studies that have used multiple regression analysis or structural equation modeling, this study adopts impact-range performance analysis (IRPA) and impact asymmetry analysis (IAA). A total of 336 questionnaires were used in the data analyses.

Factor analysis generates five domains of experience of consuming local food. Socialization and boasting and experience with various menus and quality of food contribute most to explaining the three dependent variables.

This study has significant value because it extends the study of local food consumption experience to the understudied area of African food tourism, particularly Ghanaian food and tourists to Ghana.

This study aims to test a new model by examining the influence of memorable local food consumption experiences (MLFCEs) on international diners’ affective states, well-being and attitudinal loyalty. Local food tasting destination, local food neophobia and previous local food tasting experience are used as moderating variables.

A quantitative data collection method was used to source data from 900 US tourists to European countries (excluding the UK) and Asian countries. The data were quantitatively analyzed to examine the multidimensionality of tourists’ MLFCEs as well as their influence on outcome variables.

The findings indicate that MLFCEs significantly explain diners’ attitude toward local food, subjective well-being, intention to recommend and attitudinal loyalty. Also, three variables partially moderate the associations between the proposed constructs.

Theoretically, the study enhances our understanding of the dimensional nature of tourists’ MLFCEs and how they inform the affective and behavioral states of tourists. Practically, it provides insights for local food businesses and destination marketing organizations concerning the composition of tourists’ MLFCEs and promotion of a tourism destination.

This study has quantitatively unraveled the dimensionality of tourists’ MLFCEs. It also developed an integrated model to test the predictive effect of MLFCEs on outcome variables and has provided a deeper understanding of the relationships, thereby enriching the literature and aiding the development of relevant theories.

This paper aims to investigate travelers’ intentions to use ChatGPT and the influential factors affecting their decision-making.

Four studies were conducted to test three hypotheses. Four groups of respondents totaling 593 (Study 1), 337 (Study 2), 374 (Study 3) and 385 (Study 4) survey participants were used for data analyses.

Overall, the findings confirmed the impacts of technology usage experience and ChatGPT’s mistakes and provided additional information on travelers’ intentions to use ChatGPT. The four hypotheses were supported.

The findings can help researchers and industry to understand travelers’ intentions to use ChatGPT and their responses to its functions.

这项研究调查了旅行者使用ChatGPT的意图, 以及影响其决策的重要因素。

通过进行四项研究来验证三个假设。四组受访者总共593名（研究1）、337名（研究2）、374名（研究3）和385名（研究4）参与了数据分析。

总体而言, 研究结果证实了技术使用经验的影响、ChatGPT的错误并提供了有关旅行者使用ChatGPT意图的更多信息。四个假设均得到了支持。

研究结果可以帮助研究人员和业界了解旅行者使用ChatGPT的意图, 以及他们对其功能的反应。

Este trabajo investiga la intención de los viajeros en el uso de ChatGPT y su influencia en el proceso de decisión de viaje de los viajeros.

Se han desarrollado cuatro estudios para probar tres hipótesis. Cuatro grupos de participantes: 593 (Estudio 1), 337 (Estudio 2), 374 (Estudio 3), y 385 (Estudio 4) participantes respondieron la encuesta y sus respuestas utilizadas para el análisis de datos.

En resumen, los resultados confirman el impacto de la experiencia de uso de la tecnología, los errores de ChatGPT, proveyendo información adicional sobre la intención de uso de ChatGPT por los viajeros. Las cuatro hipótesis de investigación fueron aceptadas.

Los resultados pueden ser útiles para la academia y la industria sobre la comprensión en la intención de uso de ChatGPT, tanto por los viajeros, como sus respuestas sobre su función.

This research aims to examine the role of perceived threat (i.e. COVID-19) on people’s preferences for destination logo designs. In addition, it investigates the influence of childhood socioeconomic status (SES) and sensation seeking on the aforementioned effect.

Five experiments are used. Studies 1 A and 1B examine the impact of the threat of COVID-19 on visiting intentions as influenced by different destination logos. Study 2 replicates the previous studies and tests for evidence of mediation by the perceived risk. Studies 3 and 4 investigate the moderating role of childhood SES and sensation seeking.

The results show that a salient threat of COVID-19 leads people to display higher visiting intentions when presented with simpler (vs complex) destination logo designs. The perceived risk mediates this effect as well. This preference is evident only for people with low (vs high) childhood SES and only for relatively low sensation seekers.

This study contributes to the branding literature by investigating how situational factors can influence affective reactions to brand logos and to the tourism literature by further investigating the impact of logos on visiting intentions.

This study provides actionable insights for tourism marketers and logo designers, allowing them to select or create positively perceived destination logos during a potential global crisis.

This research offers the first evidence that pandemic-related threat perceptions influence people’s visiting intentions when presented with different destination logos, and that these effects are influenced by individual characteristics such as childhood SES or sensation seeking. In doing so, the current study offers a more sophisticated understanding of the potential boundary conditions driving people’s brand logo evaluation.

This study aims to explain how the impact of COVID-19 on human mobility is affected by the perceived risk of the pandemic.

Using a statistical analysis and a geographic visualization technique, we investigate whether and how changes in people’s restaurant visiting patterns during COVID-19 vary with their level of risk perception.

The changes in people’s restaurant visiting patterns vary with their risk perception: the tendency to increase the number of visits to restaurants located in non-popular areas is related to the level of perceived risk.

This research confirms the importance of risk perception when examining the pandemic’s multi-dimensional impacts.

这项研究旨在解释 COVID-19 对人类流动性的影响如何受到大流行的感知风险的影响。

使用统计分析和地理可视化技术, 我们调查人们的餐厅是否以及如何变化COVID-19 期间的访问模式因他们的风险感知水平而异。

人们的餐厅光顾模式的变化随着他们的风险感知而变化：去位于非热门区域的餐厅的光顾次数增加的趋势与感知的风险水平有关。

这项研究证实了在检查大流行的多维影响时风险认知的重要性。

Mediante un análisis estadístico y una técnica de visualización geográfica, investigamos si los cambios en los patrones de visita a restaurantes de las personas durante COVID-19 varían en función de su nivel de percepción del riesgo y cómo lo hacen.

Esta investigación pretende explicar cómo el impacto de COVID-19 en la movilidad humana se ve afectado por el riesgo percibido de la pandemia.

Los cambios en las pautas de visita a restaurantes de las personas varían en función de su percepción del riesgo: la tendencia a aumentar el número de visitas a restaurantes situados en zonas no populares está relacionada con el nivel de riesgo percibido.

Esta investigación confirma la importancia de la percepción del riesgo a la hora de examinar los impactos multidimensionales de la pandemia.

This paper aims to examine when and how the number of “likes” can exert significant influence on consumer evaluations of social media advertising. It sheds a novel perspective on how social media “likes”, advertising disclosures and the presence of firm-serving motives influence advertising effectiveness.

Study 1 examines how the number of “likes” influences consumer attitudes towards the sponsoring brand by strengthening advertising credibility, when social media ads are effectively (vs non-effectively) disclosed. Study 2 further establishes how the influence of the number of “likes” for effectively disclosed ads varies depending on whether the company states (vs does not state) its firm-serving motives.

The authors found that a social media ad displayed with a higher number of “likes” is perceived to be more credible, which can then yield more positive attitudes towards the brand. However, the use of effective disclosures moderates this relationship. To offset this effect, companies can restore the value of “likes” by stating their firm-serving motives openly when they develop social media advertising messages.

The study offers a novel perspective on how consumers evaluate the number of displayed “likes” in the context of other social media features.

The study shows how social media marketers can become more effective in taking advantage of the number of “likes” that they accumulate on social networking site platforms.

The study illustrates a novel mechanism behind how and when the number of “likes” can influence the effectiveness of social media advertising.

Integrating conceptual perspectives from social exclusion, thinking style and context effects, this study aims to examine how different types of social exclusion influence attraction and compromise effects.

Eight studies were conducted. To establish the causal relationship between social exclusion types and context effects, this study uses experimental designs in all studies.

The attraction effect is stronger when consumers feel rejected than ignored, whereas the compromise effect is stronger when they feel ignored than rejected. Consumers who feel rejected increase their propensity to think holistically, which in turn leads to their choice preferences for asymmetrically dominant options. Conversely, those who feel ignored increase their propensity to think analytically, which in turn leads to their choice preferences for compromise options.

The findings show that consumer preferences for one option over the other alternatives in choice contexts are susceptible to subtle differences in the manner that exclusion is communicated. The studies are limited to recall tasks and scenarios that previous research has shown to be effective. Future research may use actual exclusion to corroborate this study’s findings.

Marketing practitioners may benefit from this study’s findings when it comes to an increase in the relative share of their target brand against their competitor brands by introducing a third option.

To the best of the authors’ knowledge, this research is the first to provide evidence that exclusion communicated in an explicit manner produces the attraction effect, whereas exclusion communicated in an implicit manner produces the compromise effect. Given that threatening situations often influence individuals’ preferences and choices, how social exclusion shapes cognitive processes is an empirical question worthy of investigation.

This study aims to systematically review a total of 513 papers using experimental methods in hospitality and tourism research and then proposed new recommendations to address approaches that have been confusingly adopted or ignored in the current literature.

An extensive literature review was conducted. Together with critiques on previous studies, four recommendations were proposed to help carry out future experimental studies using more rigorous and exact approaches.

Multiple experimental studies can provide stronger evidence for theoretical arguments. Demonstration of the theoretical underlying mechanism using evidence based on mediation and moderating methods is required. The adoption of complementary methods can mitigate the generic weaknesses of experimental methods. In addition, enhancement of the realism of experiments is required to obtain stronger empirical evidence with internal and external validity.

This study proposes four constructive recommendations which help researchers to conduct future experimental design studies correctly. Valid and exact research outcomes can help practitioners to carry out new useful marketing strategies.

After reviewing 513 previous papers that used experimental design in the hospitality and tourism fields, this study proposes four new recommendations to facilitate a better understanding of experimental design. The original and innovative nature of this study will help future investigations to adopt more accurate statistical approaches.