Purpose Of Visit Research Articles

Virtual Culinary Influence: Investigating the Impact of Food Vlogs on Viewer Attitudes and Restaurant Visit Intentions

Emerging as a pivotal trend on social media, food review vlogs not only narrate culinary experiences but also boost local cuisine and economic growth. This study delves into how such vlogs and vlogger traits affect viewer attitudes and restaurant visit intentions, guided by the stimulus–organism–response paradigm. Hypotheses were quantitatively assessed through an online survey with 347 participants from Amazon’s Mechanical Turk (MTurk), analyzed using SPSS 22 and AMOS 22 for structural equation modeling (SEM). The results indicated that informativeness, entertainment, and vividness influence viewers’ engagement with food review vlogs, while attractiveness and homophily are major predictors of parasocial relationships. Content engagement and parasocial relationships exerted positive influences on attitudes and visiting intentions toward the reviewed restaurants. The findings contribute to the empirical understanding of foodservice communication by identifying key characteristics of food review vlogs and vloggers that drive viewer engagement and behavioral intentions. Building on an established theoretical foundation, this study underscores the practical significance of the S–O–R model in digital marketing, offering actionable insights to empower content creators and marketers in driving audience engagement and shaping consumer behavior.

Effects of tourists’ online self-disclosure depth on readers’ visit intentions: mediating roles of perceived social distance and perceived self-expressiveness

ABSTRACT social media are important channels through which potential consumers can obtain information to inform travel decisions. This research examined the influence of tourists’ social media self-disclosure depth on information receivers’ visit intention. Hypotheses were tested using three experiments. Results revealed that tourists’ self-disclosure depth on social media positively affected readers’ visit intention directly. Tourists’ self-disclosure depth specifically reduced the social distance perception between posters and readers and improved a destination’s/hotel’s self-expressiveness perception, thereby enhancing readers’ visit intention. Spatial distance moderated these effects. These findings offered theoretical and managerial implications for destination managers and website designers to guide tourists’ self-disclosure.

Multidimensional bandwagon effect and dual-process decision making: An integrated model of the theory of planned behavior from the perspective of American millennials' travel intention.

This study addresses the imperative need for an updated approach that incorporates evolving psychological insights and economic theories to better understand decision-making processes in the tourism sector. By integrating the bandwagon effect with the theory of planned behavior (TPB), the study aims to gain deeper insights into the intention-forming processes of American millennials during the pre-trip stage when considering a visit to Thailand. The research amalgamates principles from behavioral economics and traditional psychological theory within the dual-process framework, providing a comprehensive understanding of how American millennials determine their visit intention. Through empirical analysis employing Partial Least Squares Structural Equation Modeling (PLS-SEM) in a post-pandemic context, the study reveals that the multidimensional bandwagon effect significantly and synergistically influences American millennials' travel intention, attitude, and subjective norm, supporting a dual-process decision-making model. These findings elucidate how American millennials navigate heuristics and cognitive biases based on the theory of planned behavior framework, offering valuable insights for destination management organizations to refine their marketing and communication strategies effectively.

Perceived Service Quality towards Repetitive Visit among Dot Accredited Agri-Tourism Farm Sites in Nueva Ecija: A Basis for Quality Service Strategic Plan

The study assessed the service quality provided by the six DOT accredited Agri-tourism Farm Sites in Nueva Ecija. This study is anchored from the SERVQUAL model (Parasuraman et al., 1988), which categorizes service quality into five distinct dimensions: Responsiveness, Tangibles, Reliability, Assurance, and Empathy. The researchers used Likert-scale type questionnaires and analyzed the data through statistical data treatment such as frequency and percentage, weighted mean, and Pearson-R Correlation. The study used a quantitative descriptive correlational research design. This will benefit specifically the Agri-tourism farm sites in Nueva Ecija in improving the quality of service that they will provide, which will likely result in higher intention to visit for visitors to return. The result of this study shows that the service quality of Agri-tourism Farm Sites in Nueva Ecija in terms of responsiveness, tangibles, reliability, assurance, and empathy was verbally interpreted as strongly agree and with a verbal description of highly satisfied. The study revealed that there is significant relationship between the socio-demographic profile of respondents (generation, occupation, purpose of visit, and services availed) and the service quality of the Agri-tourism Farm Sites in Nueva Ecija in terms of responsiveness, tangibles, reliability, assurance and empathy. On the other hand, there is also significant relationship between the socio-demographic profile of respondents (generation, occupation, type of tourist, and purpose of visit) and their repetitive visit intention in Agri- tourism Farm Sites in Nueva Ecija in terms of satisfaction and loyalty. Additionally, there is significant relationship between the service quality and repetitive visit intention to Agri-tourism Farm Sites in Nueva Ecija. Moreover, the output of this study will provide quality service strategic plan to improve the quality service to be used by the management of six DOT accredited Agri-tourism Farm Sites in Nueva Ecija.

TOWARDS SUSTAINABLE VOLCANO TOURISM: UNDERSTANDING VISIT INTENTIONS AT MOUNT ANAK KRAKATAU THROUGH DESTINATION CREDIBILITY AND ENVIRONMENTAL MOTIVATION

This study aims to analyse the elements that affect people's intention to visit Mount Anak Krakatauthrough focusing on the influence of destination publicity, destination credibility, and environmental motivation in the context of volcano tourism. This study involves 225 tourists who were selected using a convenient sample procedure. The data underwent rigorous examination by exploratory factor analysis, confirmatory factor analysis, and structural equation modelling. The research results are as follows: The initial hypothesis demonstrated that a destination's sustainability significantly impacts its credibility. Whilst the second hypothesis confirmed that the sustainability of a destination substantially affects environmen tal motivation. The third hypothesis supported the notion that the credibility of a destination has a significant influence on environmental motivation. The fourth hypothesis established that the credibility of a destination has a considerable effect o n visit intention. Lastly, the fifth hypothesis affirmed that environmental motivation significantly impacts visit intention. Taken together, these findings enhance the comprehension of volcano tourism, destination marketing, and consumer behaviour.

The Impact of Electronic Word of Mouth (eWOM) on Visit Intention within the Framework of the Information Adoption Model: A Study on Instagram Users.

The Impact of Electronic Word of Mouth (eWOM) on Visit Intention within the Framework of the Information Adoption Model: A Study on Instagram Users.

Examining Tourists' Intention to Visit Karimunjawa National Park: The Role of Social Media

This study, conducted from September to December 2024, investigates the impact of social media marketing, destination image, destination awareness, and destination trust on visit intention to Karimunjawa National Park, a destination facing environmental sustainability challenges and increasing competition in the tourism sector. Using a quantitative research approach, the study was conducted in Jakarta, involving 241 respondents who were selected through the purposive sampling technique. Data were collected using structured online questionnaires and analyzed through exploratory and confirmatory factor analysis, as well as Structural Equation Modeling (SEM) using SPSS and AMOS software. The results indicate that social media marketing significantly influences destination image and destination awareness, which subsequently has a positive effect on destination trust. Furthermore, destination image, destination awareness, and destination trust are proven to significantly drive visiting intention to Karimunjawa National Park. The implications of these research findings can guide tourism industry practitioners and decision-makers in developing more effective marketing strategies, and this study contributes significantly to the literature on tourism marketing, particularly in the context of environmental sustainability challenges faced by destinations like Karimunjawa National Park.

The influence of social networks on the intent to visit hotels

Social media plays a crucial role in the hospitality industry, significantly influencing potential guests' intentions to visit hotels. The dynamic nature of social media allows hotels to engage directly with potential customers, shaping perceptions and building brand image. The importance of social media in decision-making processes has grown, with users relying on platforms to gather information, read reviews, and assess hotel quality. This study aims to explore the extent to which social media characteristics (perceived relevance, informativeness and interactivity), usage habits, and hotel image impact visit intention, providing insights into how these factors contribute to a guest's final decision to book a stay. Linear regression was used to test the mutual influences of variables, and the results showed that the characteristics of hotel social networks, habits of using social networks and the hotel's image on social networks positively influence the intention to visit a hotel. This research advances understanding of how social media impacts consumers' hotel visit intentions by identifying key influencing factors. The findings offer actionable insights for hotel marketers to optimize social media strategies and enhance customer engagement. By leveraging these insights, hotels can improve overall marketing effectiveness and better align their strategies with consumer preferences.

Determinants of Users’ Intention to Visit a Destination: A Virtual Reality Quality Framework

ABSTRACT The growth of virtual reality (VR) in hospitality and tourism marketing has raised questions about this technology’s utility in creating positive destination perceptions and visit intentions. This research draws upon stimulus – organism – response (SOR) theory and the information system (IS) success model. It specifically assesses how VR travel quality (i.e. content quality, system quality, and vividness [stimulus]) affects customers’ psychological experiences, as represented by telepresence, immersion, and enjoyment (organism), and visit intention (response). Data from an online survey informed the assembly of a quality-based framework for VR travel experiences. Results revealed significant positive impacts of content quality, system quality, and vividness on telepresence and immersion; however, content quality did not significantly affect immersion. Positive relationships also emerged between telepresence, immersion, and enjoyment, with the role of immersion influencing enjoyment more strongly than telepresence. Enhanced enjoyment significantly increased intentions to visit the destination. This study provides practical implications for destination marketing.

Relieving xenophobia through fostering resident self-affirmation: the role of identification and collective self-esteem in developing sustainable tourism

ABSTRACT Xenophobia (i.e. fear of foreigners) can threaten the tourism industry and communal interactions between residents and travellers. However, the limited research examining the phenomenon has focused on the negative association between xenophobia and tourists’ visit intention, leaving a research void on exploring how to mitigate xenophobia. Thus, this study focuses on residents’ standpoints, specifically proposing that residents’ identification and collective self-esteem towards the city increase residents’ welcoming attitude toward foreign travellers. The findings of this research suggest that tourism policies must consider the goodwill of the locals to foster inclusive and sustainable tourism.

Utilization of Virtual Reality Technology in Tourism Destination Promotion Strategy to Increase Tourist Attraction

This study aims to explore the utilization of Virtual Reality (VR) technology in tourism destination promotion strategies to increase tourist attraction through a Systematic Literature Review (SLR) approach. The study was conducted by selecting literature from academic databases such as Google Scholar, Scopus, and DOAJ, using keywords such as “virtual reality,” “destination promotion,” and “tourism” within the time span of 2014-2024. The results showed that VR significantly influenced travelers' perceptions by creating deep emotional engagement and increasing visit intentions. VR is also able to strengthen destination image through immersive experiences that enrich tourists' interactions with virtual environments. However, challenges were found in the adoption of VR by certain demographic groups, such as elderly travelers who tend to be more resistant to this technology. This research highlights the gaps in understanding regarding the wider application of VR, as well as the need for further research to develop effective and holistic promotional strategies to integrate VR with conventional methods. Future research should focus on ways to maintain the authenticity of the tourist experience through VR as well as reaching more diverse market segments.

Evaluating factors influencing visit intention towards birding tourism: an extended theory of planned behaviour perspective

ABSTRACT Birdwatching, also known as avitourism, has become the fastest-growing segment of ecotourism, which contributes significantly to socio-economic development as well as the protection and development of threatened natural areas around the world. Despite the potential benefits of avitourism, only a few countries have fully exploited such opportunities. Hence, this study aims to understand the factors influencing the intentions to visit avitourism destinations. To improve the conceptual model, this study extended the Theory of Planned Behaviour (TPB) by integrating environmental awareness, concern, knowledge and the Big-Five personality traits. A quantitative methodology via questionnaire was employed to gather data from 389 respondents across Malaysia. The results reveal that environmental awareness, environmental knowledge, openness to experience, introversion, and emotional stability significantly influence Malaysians’ intention to visit avitourism destinations. Notably, this study also highlights the demographic profile as a crucial factor influencing the visit intention towards avitourism. Older males with lower education and job positions are more likely to visit avitourism destinations than younger females with higher education and job positions. These insights are anticipated to assist tourism organisations, educators, and policymakers in devising strategies to foster avitourism amongst the Malaysian population. The limitations and future studies were also discussed in this study.

Digital or physical satisfaction? The effects of consumers’ digital intentions and physical experiences on revisiting the restaurants.

The purpose of this study is to examine the impact of consumers' digital purchasing intentions and physical experiences on their intention to revisit restaurants. The study examined the utilization of restaurants' Instagram pages within the framework of the Uses and Gratifications (U&G) theory. The study aimed to measure the impact of the Uses and Gratifications theory on Instagram sales, the influence of sales on restaurant visits, the effect on the hospitality experience of restaurant visitors, and the extent to which it affects restaurant visitation behavior. Using structural equation modeling, this study examines the mediating effects of Instagram satisfaction and restaurant visit intention on revisit intention. This study found that the Uses and Gratifications theory suggests that satisfaction with information, convenience, and self-expression influences satisfaction with Instagram. However, satisfaction with entertainment and social interaction does not have the same effect. Satisfaction with Instagram influences visitation, intention to visit impacts the satisfaction experience and visit satisfaction influences revisitation. The findings of this study make theoretical and practical contributions by extending the application of the Uses and Gratifications (U&G) theory to the use of Instagram by restaurants, as presented in a table in the final section. Restaurant managers can utilize social media platforms to connect with customers and establish two-way communication, thereby facilitating engagement with their restaurants. When updating social media accounts, businesses should also create environments that encourage repeat visits. This can be achieved through friendly staff, high-quality food and beverage offerings, and maintaining a pleasant atmosphere and excellent service. Social media satisfaction alone may not lead to repeat visits. These results also encourage restaurant businesses to utilize Instagram accounts to meet users' needs and increase their likelihood of revisiting the restaurant.

The Role of City Branding Mediation in Building Domestic Tourists’ Intention to Visit: Empirical Study Lawang Kuwari as City Branding Sekadau Regency

The purpose of this study is to examine the influence of natural attractions, cultural attractions, and social media promotion on domestic tourists' visit intentions through the mediating role of city branding. This study determines the Lawang Kuwari tourist attraction as city branding in Sekadau Regency, West Kalimantan, Indonesia. The survey was conducted by distributing questionnaires to 100 respondents. The sampling method used purposive sampling. The analysis tool used SEM-PLS. The results of this study indicate that of the seven hypotheses, 3 hypotheses show no significant results while four are significant, namely, H1: Natural Attraction has a significant effect on City Branding, H2: Cultural Attraction has a significant effect on City Branding, H3: Social Media Promotion has no significant effect to City Branding, H4: Natural Attraction has no significant effect to Visit Intention, H5: Cultural Attraction has no significant effect to Visit Intention, H6: Social Media Promotion has significant effect to Visit Intention, H7: City Branding has significant effect on Visit Intention.

The Role of AI-Based Destination Chatbots in Satisfaction, Continued Usage Intention, and Visit Intention: A Study from Quito, Ecuador

Framed on the Expectation-Confirmation Model (ECM), the Information System Success Model (ISSM), and the Technology Acceptance Model (TAM), the aim of the study is to investigate destination chatbots to know the factors that generate user satisfaction, chatbot continued usage and destination visit intentions. Ecuador has the city of Quito as its capital and has been a World Heritage Site (WHS) since 1978. To provide tourists with information about the city, the Chatbot Quito Guide Bot. A convenience sampling method was employed to collect data from 284 participants who tried the QuitoGuide chatbot before answering a self-administered questionnaire. The Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to test the proposed structural model. The results showed that the quality of information, the perceived enjoyment, and the perceived usefulness positively influence satisfaction. The findings also revealed that satisfaction with the chatbot is a strong determinant and a predictor of continued use of the chatbot and visit intentions.

Investigating the Effects of the Infodemic on Store Visit Intention

Investigating the Effects of the Infodemic on Store Visit Intention

The Influence of Panda Kid’s Club Activities on Repeat Visit Intentions at Holiday Inn Resort, Batam City

This study evaluates the impact of activities and facilities at Panda Kid’s Club at Holiday Inn Resort Batam City, on guests' intention to return. The research questions identified are how activities at Panda Kid’s Club influence guests' intention to return and how the provided facilities contribute to this effect. The main objectives of this research are to determine the impact of Panda Kid’s Club activities on return intentions and how its facilities affect them. The quantitative method is based on the approach described by (John W. Creswell, 2017) to measure quantitative data objectively through surveys. This study uses the SPSS version 23 application to process the research survey data. The results of the analysis indicate a positive impact of creative and educational activities and good and safe facilities on guests' intention to return. The conclusion of this study confirms that activities at Panda Kid’s Club significantly influence guests' intention to return. Recommendations for future research include expanding the scope by incorporating additional independent variables to gain a more comprehensive understanding of factors affecting return intentions.

A demographic study of natural heritage visitation intentions in tourism in Győr-Moson-Sopron County, in Hungary

A demographic study of natural heritage visitation intentions in tourism in Győr-Moson-Sopron County, in Hungary

The Indirect Effects of Authentic Value and Attitude Toward Food Vlogs on the Link Between Trustworthiness and Visit Intentions: A Serial Mediation Analysis

"Research Aims: The current study investigates how food vloggers’ trustworthiness influences viewers’ visit intention toward the featured food destination. Furthermore, it examines whether food vlogs’ authentic value and viewers’ attitudes toward food vlogs serially mediate the link between source trustworthiness and visit intentions. Design/Methodology/Approach: The respondents were identified using a purposive sampling technique. Causal-predictive research design and path modelling via partial least squares was employed to measure the hypothesised relationships. Research Findings: Source trustworthiness has a significant and positive influence on attitudes toward food vlogs and food vlog’s authentic value. Additionally, the food vlog’s authentic value was found to have a significant and positive effect on attitudes toward food vlogs and visit intention. Serial mediation also showed that food vlogs’ authentic value and attitude toward food vlogs serially mediate the relationship between source trustworthiness and visit intention. Theoretical Contribution/Originality: The findings of the study lie on the Stimulus-Organism-Response (S-O-R) paradigm by Mehrabian and Russell (1974) and illustrate the complexities associated with influencer marketing from the point of encounter with the stimulus or the food vlog, to the formulation of the intention to visit food establishments. Managerial Implications in the South East Asian Context: The study's findings underscore the significance of food vlogs in shaping consumer behaviour, particularly regarding visit intentions. Southeast Asian tourism and hospitality industries can leverage food vlogs as a tool for cultural exposure. Research Limitations & Implications: Selecting a trustworthy vlogger who has high engagement through creative and eye-catching videos is a pertinent requirement to ensure the success of a campaign to promote vlogs."

Virtual reality tourism and its impact to visitor intention in rural Bandung

Virtual reality tourism and its impact to visitor intention in rural Bandung