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This study aims to investigate the metaverse’s capability to foster sustainable tourism through word-of-mouth (WoM), by integrating embodied social presence theory with social identity theory. It aims to unveil how the interplay between metaverse technology and user attributes enhances tourists’ experiences and satisfaction, thereby promoting WoM for sustainable tourism practices.

A scenario-based survey research design was used, comprising a survey of 528 respondents. This study used structural equation modelling to analyse the data, focusing on the relationships between technological features, user attributes, social presence and their combined effect on promoting sustainable tourism through WoM.

Results indicate that the metaverse significantly enhances social presence and tourist satisfaction, which in turn, fosters WoM for sustainable tourism. Key factors include technological attributes (individuality, empathy, naturalness and immersion) and user attributes (prior experience and interest in sustainable practices), which collectively influence the propensity for sustainable WoM, also impacted by prosocial identity and subcultural identification.

This research contributes to the literature by demonstrating the metaverse’s potential in enhancing sustainable tourism promotion through innovative technological engagement. It offers practical insights for destination marketers and service providers on leveraging metaverse technology to engage a wider audience in sustainable tourism practices, marking a significant step towards integrating digital innovations with ecological sustainability efforts.

本研究旨在探讨元宇宙促进可持续旅游的能力, 通过融合具身社会存在理论与社会认同理论, 分析元宇宙技术与用户属性之间的相互作用如何增强游客的体验和满意度, 从而推动可持续旅游实践的口碑（WoM）传播。

采用基于情境的调查研究设计, 对528名受访者进行了问卷调查。本研究运用结构方程模型对数据进行分析, 重点关注技术特性、用户属性、社交存在感及其对通过WoM促进可持续旅游的联合效应。

研究结果表明, 元宇宙显著增强了社交存在感、游客满意度和体验感, 进而促进了可持续旅游的WoM。关键因素包括技术属性（个性化、共情、自然性和沉浸感）和用户属性（先前经验和对可持续性的兴趣）, 这些因素共同影响了可持续性WoM的倾向, 同时也受到亲社会身份和亚文化认同的影响。

本研究通过展示元宇宙在通过创新技术参与中增强可持续旅游推广的潜力, 为文献做出了贡献。它为目的地营销人员和政策制定者提供了实际洞见, 关于如何利用元宇宙技术吸引更广泛的受众参与可持续旅游实践, 标志着将数字创新与生态可持续性努力相结合的重要一步。

Este estudio investiga la capacidad del metaverso para fomentar el turismo sostenible a través del boca a boca (WoM), integrando la teoría de la presencia social corporal con la teoría de la identidad social. Su objetivo es desvelar cómo la interacción entre la tecnología del metaverso y los atributos de los usuarios mejora las experiencias y la satisfacción de los turistas, promoviendo así el WoM para prácticas de turismo sostenible.

Se utilizó un diseño de investigación con encuestas basadas en escenarios, con 528 participantes. El estudio empleó modelos de ecuaciones estructurales para analizar los datos, centrándose en las relaciones entre las características tecnológicas, los atributos de los usuarios, la presencia social y su efecto combinado en la promoción del turismo sostenible a través del WoM.

Los resultados indican que el metaverso mejora significativamente la presencia social y la satisfacción del turista, lo que a su vez fomenta el WoM del turismo sostenible. Los factores clave incluyen atributos tecnológicos (individualidad, empatía, naturalidad e inmersión) y atributos de los usuarios (experiencia previa e interés por las prácticas sostenibles), que influyen colectivamente en la propensión al WoM sostenible, también afectado por la identidad prosocial y la identificación subcultural.

Esta investigación contribuye a la literatura al demostrar el potencial del metaverso para mejorar la promoción del turismo sostenible a través de un compromiso tecnológico innovador. Ofrece perspectivas prácticas para los comercializadores de destinos y los proveedores de servicios para aprovechar la tecnología del metaverso para involucrar a un público más amplio en prácticas de turismo sostenible, marcando un paso significativo hacia la integración de las innovaciones digitales con los esfuerzos de sostenibilidad ecológica.

Amid rising concerns over unhealthy dietary habits and their impact on public health, this study aims to explore the role of avatars in promoting healthier eating and enhancing customer satisfaction in restaurants. By leveraging the theory of planned behavior (TPB) and nudge theory, this research sought to gain insights into consumer behavior and assess how digital innovations can encourage healthier food choices.

This study recruited 672 participants in the USA. Participants viewed a video featuring an avatar that informed them about available healthy food options, simulating a restaurant ordering scenario. Following the video, participants completed comprehensive online surveys. The collected data was analyzed using partial least squares structural equation modeling to assess the effectiveness and implications of the intervention.

The findings revealed that health consciousness, environmental awareness, social norms and perceived behavioral control significantly influence dietary habits. Restaurant health initiatives and avatar persuasiveness were found to encourage healthier food choices, improve customer satisfaction and loyalty and enhance electronic word-of-mouth. The study confirmed that avatars equipped with attributes such as competence, warmth, trustworthiness and credibility can be an effective digital nudge for consumers toward healthier dietary decisions.

This study’s originality lies in its integration of TPB and nudge theory, bridging the gap between individual psychological factors and external cues. This comprehensive framework provides valuable insights for restaurant managers, artificial intelligence developers and policymakers, offering practical strategies to promote healthier eating and enhance customer experiences through digital innovation.

鉴于公众对不健康饮食习惯及其对公共健康影响的日益关注, 本研究旨在探索虚拟形象在促进更健康饮食和提升餐厅顾客满意度中的作用。通过利用计划行为理论（TPB）和劝导理论（Nudge Theory）, 本研究试图深入了解消费者行为, 并评估数字创新如何鼓励更健康的食品选择。

本研究在美国招募了672名参与者。参与者观看了一个展示虚拟形象的视频, 该虚拟形象向他们介绍了可供选择的健康食品选项, 模拟了餐厅点餐场景。观看视频后, 参与者完成了全面的在线调查。收集的数据通过偏最小二乘结构方程模型（PLS-SEM）分析, 以评估干预的有效性和影响。

研究发现, 健康意识、环境意识、社会规范和感知行为控制显著影响饮食习惯。餐厅健康倡议和虚拟形象的说服力被发现能够鼓励更健康的食品选择, 提高顾客满意度和忠诚度, 并增强电子口碑。研究证实, 具备能力、温暖、可信度和信誉等属性的虚拟形象可以成为有效的数字劝导工具, 引导消费者作出更健康的饮食决策。

本研究的原创性在于它将计划行为理论和劝导理论结合起来, 填补了个体心理因素和外部线索之间的差距。这一综合框架为餐厅经理、人工智能开发者和政策制定者提供了宝贵的洞见, 提供了推动更健康饮食和通过数字创新增强顾客体验的实用策略。

En medio de la creciente preocupación por los hábitos alimentarios poco saludables y su impacto en la salud pública, este estudio pretende explorar el papel de los avatares en la promoción de una alimentación más saludable y la mejora de la satisfacción del cliente en los restaurantes. Aprovechando la Teoría del Comportamiento Planificado (TPB) y la Teoría del Impulso, esta investigación trata de profundizar en el comportamiento del consumidor y evalúa cómo las innovaciones digitales pueden fomentar la elección de alimentos más saludables.

El estudio reclutó a 672 participantes en Estados Unidos. Los participantes visionaron un vídeo en el que un avatar les informaba sobre las opciones de comida saludable disponible, simulando una situación en la que solicitaban comida en un restaurante. Después del vídeo, los participantes rellenaron unas exhaustivas encuestas en línea. Los datos recogidos se analizaron mediante un modelo de ecuaciones estructurales por mínimos cuadrados parciales para evaluar la eficacia y las implicaciones de la intervención.

Los resultados revelaron que la conciencia saludable, la conciencia medioambiental, las normas sociales y el control conductual percibido influyen significativamente en los hábitos alimentarios. Se comprobó que las iniciativas relacionadas con la salud en los restaurantes y la capacidad de persuasión de los avatares fomentan la elección de alimentos más sanos, mejoran la satisfacción y la fidelidad de los clientes y potencian el boca a boca electrónico. El estudio confirmó que los avatares dotados de atributos como competencia, calidez, fiabilidad y credibilidad pueden ser un estímulo digital eficaz para que los consumidores tomen decisiones dietéticas más saludables.

La originalidad de este estudio radica en la integración de la TPB y la Teoría de los Estímulos, que tiende un puente entre los factores psicológicos individuales y las señales externas. Este marco integral aporta valiosas ideas a los gestores de restaurantes, desarrolladores de IA y responsables políticos, ofreciendo estrategias prácticas para promover una alimentación más sana y mejorar las experiencias de los clientes a través de la innovación digital.

This study aims to chart the impact of technological advancements on tourism from the post–Second World War era to the present and forecast their influence until 2050. It assesses how technologies have reshaped travel experiences and operations, with a focus on upcoming innovations such as the metaverse, Web 3.0 and AI, and their implications for sustainable and ethical tourism.

This study uses a hybrid approach, combining historical analysis and future projections. It analyzes archival data, industry reports and academic literature.

This study identifies crucial technological milestones that have significantly impacted tourism, including the rise of commercial aviation, the internet and AI. Future trends suggest emerging technologies will further transform the sector. Challenges in sustainability, ethics and inclusivity are highlighted as critical considerations for future development.

This paper offers a unique longitudinal perspective on technology’s influence on tourism, bridging past trends with future projections.

本研究采取混合方法, 融合历史分析与未来趋势预测。研究分析了丰富的档案数据、行业报告以及学术文献。

旨在勾勒从二战后至今技术进步对旅游业的影响, 并展望至2050年的潜在影响。本研究着重评估技术如何重塑旅游体验和运作, 特别是对元宇宙、网络3.0和人工智能等即将到来的创新技术及其对可持续和伦理旅游的意义。

识别了旅游业中关键的技术里程碑, 包括商业航空、互联网和人工智能的崛起。研究指出, 未来趋势显示新兴技术将继续深刻改变旅游业。同时强调, 可持续性、伦理和包容性是未来发展中不可忽视的关键要素。

本文从独特的纵向视角出发, 深入探讨了技术对旅游业的历史与未来影响, 将过去发展趋势与未来展望紧密结合。

Este estudio emplea un enfoque híbrido que combina el análisis histórico y las proyecciones de futuro. Analiza datos de archivo, informes del sector y bibliografía académica.

La investigación pretende trazar el impacto de los avances tecnológicos en el turismo desde la era posterior a la Segunda Guerra Mundial hasta la actualidad y prever su influencia hasta 2050. Evalúa cómo las tecnologías han reconfigurado las experiencias y las operaciones de viaje, centrándose en las próximas innovaciones como el Metaverso, la Web 3.0 y la IA, y sus implicaciones para un turismo sostenible y ético.

El estudio identifica hitos tecnológicos cruciales que han tenido un impacto significativo en el turismo, como el auge de la aviación comercial, Internet y la IA. Las tendencias futuras sugieren que las tecnologías emergentes transformarán aún más el sector. Los retos en sostenibilidad, ética e inclusividad se destacan como consideraciones críticas para el desarrollo futuro.

Este artículo ofrece una perspectiva longitudinal única sobre la influencia de la tecnología en el turismo, tendiendo un puente entre las tendencias pasadas y las proyecciones futuras.

This study aims to investigate the integration of blockchain technology into the food supply chain within the restaurant industry. It focuses on how blockchain can be applied to enhance transparency and trust in tracking food sources, ultimately impacting customer satisfaction.

A service design workshop (Study 1) and three between-subjects experiments (Studies 2–4) were conducted.

Results indicate that blockchain adoption significantly improves traceability and trust in the food supply chain. This improvement in turn enhances customer satisfaction through perceived improvements in food safety, quality and naturalness. This study also notes that the effects of blockchain technology vary depending on the type of restaurant (casual or fine dining) and its location (tourist destinations or residential areas).

The findings offer practical insights for restaurant owners, technology developers and policymakers. Emphasizing the benefits of blockchain adoption, this study guides decision-making regarding technology investments for enhancing customer service and satisfaction in the hospitality sector.

This research contributes novel insights to the field of technology innovation in the hospitality industry. It extends the understanding of signaling theory by exploring how blockchain technology can serve as a tool for signal transmission in restaurant food supply chains.

As technology increasingly integrates into the restaurant industry, avatar servers present a promising avenue for promoting healthier dining habits. Grounded in the halo effect theory and social comparison theory, this study aims to delve into the influence of avatars' appearance, humor and persuasion on healthier choices and customer satisfaction.

This paper comprises three experimental studies. Study 1 manipulates avatar appearance (supermodel-looking vs normal-looking) to examine its effects on perceived attractiveness, warmth and relatability. These factors influence customer satisfaction and healthy food choices through the psychological mechanisms of social comparison and aspirational appeal. Studies 2 and 3 further refine this theoretical model by assessing the interplay of appearance with humor (presence vs absence) and persuasion (health-oriented vs beauty-oriented), respectively.

Results suggest that avatars resembling supermodels evoke stronger aspirational appeal and positive social comparison due to their attractiveness, thus bolstering healthier choices and customer satisfaction. Moreover, humor moderates the relationship between appearance and attractiveness, while persuasion moderates the effects of appearance on social comparison and aspirational appeal.

This research bridges the halo effect theory and social comparison theory, offering insights enriching the academic discourse on technology’s role in hospitality.

The findings provide actionable insights for managers, tech developers and health advocates.

Despite its significance, avatar design research in the hospitality sector has been overlooked. This study addresses this gap, offering a guideline for crafting attractive and persuasive avatars.

Draws from the equity theory and customer equity literature, this study aims to argue that the implementation of contactless service as an innovative service design in the hospitality industry can generate customers’ emotional attachment and cognitive evaluation of the brand.

This study uses partial least squares modeling and data from a large-scale survey of hotel guests who have experienced contactless service in mainland China. The authors performed an importance-performance map analysis to evaluate the significance of critical variables and constructs by including the performance dimension.

Customer equity is a three-dimensional higher-order construct that embraces value-, brand- and relationship equity. A pleasant experience of contactless service in hospitality encounters generates a positive effect on customer equity and delight. Additionally, increased customer equity improves satisfaction and trust.

This study provides practical evidence for hospitality practitioners to consider contactless service in creating memorable experiences, improve customer satisfaction, build trust and add value to hospitality brands.

The findings of this study add to the understanding of emerging contactless services, contribute to the development of the equity theory and current customer equity literature and advance the implementation of innovative service design in hospitality.

This study aims to investigate the impact of virtual tours on the engagement and travel intentions of older adults, emphasizing the role of emotional and informative content. It aims to enhance travel confidence and reduce stress among older travelers, fostering inclusive tourism through advanced avatar technology.

Using two between-subjects experiments, this research compares the effects of emotion-driven and knowledge-centric virtual tours on older adults. It explores the mediating role of travel confidence and stress reduction, along with the moderating influence of positive psychological cues on engagement and travel intentions.

The results highlight the potential of technology in promoting inclusive tourism. Emotionally engaging virtual tours significantly increase travel intentions among older adults by boosting confidence and alleviating stress, with positive psychological cues enhancing these effects.

This study offers valuable insights for tourism industry stakeholders by suggesting the development of avatar-based virtual tours tailored to the emotional and cognitive needs of older travelers. This approach could create more accessible and satisfying tourism experiences for older travelers.

This study extends the socioemotional selectivity theory to the realm of metaverse travel, providing a novel perspective on the emotional and cognitive engagement of older adults in the metaverse. This underscores the importance of inclusive technology in addressing the needs of older travelers.

This paper aims to deliver a systematic review of customer engagement in hospitality and tourism by synthesising existing literature, thus presenting a state-of-art landscape of customer engagement research.

A total of 173 peer-reviewed articles were collected from seven databases, spanning from 2007 to 2020. A systematic review was conducted by analysing, categorizing and synthesising existing studies to examine the evolution, conceptual nature, typology and measurement of the existing literature on customer engagement in hospitality and tourism.

This study provides an overview of the temporal, spatial, sectoral and journal-wise distribution of customer engagement in hospitality and tourism. A comprehensive definition of customer engagement is proposed based on five fundamental propositions. Scrutiny of customer engagement studies in hospitality and tourism presents four sub-forms, including online customer engagement, tourist engagement, customer brand engagement and customer engagement behaviour. Additionally, the research methods, dimensionality and measurement scales of customer engagement are systematically reviewed.

This study is the first systematic review of customer engagement research in the field of hospitality and tourism. The original definition leads to an improved understanding of customer engagement. This study is also the first to propose a clear typology of customer engagement to enhance consistency in usage.

This study aims to examine the influence of imposter syndrome on women’s careers in the hospitality and tourism industry drawing on the role congruity theory of prejudice.

Employing cross-sectional design, this research analyzed quantitative data from 574 women at various managerial levels using the Structural Equation Modeling (SEM) technique.

The results show that imposter syndrome significantly impacts women employees’ engagement and organizational commitment. The study found that higher levels of diversity management and female role models have a stronger moderating effect on the relationship between imposter syndrome, career expectations, work-family balance, employee engagement, career advancement and organizational commitment whilst lower levels of diversity management and female role models have a weaker moderating effect on these relationships.

This study presents a new theoretical perspective on female employees’ challenges to career advancement. It expands the knowledge of imposter phenomenon and role congruity theory of prejudice, illustrating how imposter syndrome can be influenced not only by individual traits but also by institutional, situational or stereotypical factors.

This work provides valuable insights for hotel policymakers and managers to implement policies that alleviate imposter syndrome and contribute to women’s career development and gender equality in workplaces.

This study can serve to raise awareness of women’s issues in the workplace and offer insightful guidance to organizations to promote diversity and women’s leadership. These pertain to how realistic human resources policies can be used to promote the well-being of hospitality and tourism women employees.

This study evaluates the impact of Avatar-led Green Training on enhancing organizational citizenship behavior for the environment (OCBE) and green creativity among employees in the hospitality sector. This study aims to understand how such innovative training influences green engagement and workplace spirituality, exploring the role of employees’ biospheric values in this context.

The research involved implementing Avatar-led Green Training courses for 724 hotel employees, followed by comprehensive online surveys. The collected data were analyzed using partial least squares structural equation modeling to assess the effectiveness and implications of the training.

Findings indicate that Avatar-led Green Training significantly enhances green engagement in OCBE, primarily through the development of workplace spirituality. Additionally, the study discovers a moderating effect of biospheric value on the training’s efficacy in fostering workplace spirituality, underlining its critical role in environmental consciousness and creativity.

This research benefits managers, human resources professionals, senior leaders and employees by enhancing training effectiveness and workplace satisfaction, while also positively impacting the industry’s environmental footprint and reputation.

This study’s originality lies in its exploration of artificial intelligence (AI)-driven training methods, particularly Avatar-led Green Training, in enhancing OCBE and green creativity in the hospitality sector. It offers a novel perspective on how technology can be leveraged for environmental stewardship and employee engagement.