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Publication A Tale of Two Villages: Debordering and Rebordering in the Bordered Community Scenic Area(2021) Huang, Xingyu; Xu, Honggang; Li, Xiang (Robert)Border is part of the entrenched history and reality of tourist mobility. This study takes the concept of border as the theoretical basis to analyze how local borders are produced, developed and transformed in tourism communities. Taking China’s Hongcun Village, a bordered UNESCO World Cultural Heritage Site, and its neighboring village - Jicun, as the study cases, the authors conducted interviews and observation to explore how local borders are developed. The results show that local borders can be understood from at least five perspectives: administrative, physical, social-economic, functional and psychological. Different aspects of local borders interact with each other and constantly change. This paper contributes to the literature as it reveals that local borders are always driven by external forces and actors, strongly supported by the market economy. And it conceptualizes borders as processes including bordering, debordering and rebordering, which provides a dynamic perspective to understand tourism impacts.Publication Participatory Low-impact Tourism Strategy as a way of achieving Sustainability. Samalayuca Dunes (Mexico)(2021) González Herrera, Manuel Ramon; Suarez, Rosa Herminia; Casimiro, Karina HThe objective of this study is to potentiate a low-impact tourism model with the participation of the local community in the Samalayuca Dunes, Mexico, as a way of achieving sustainability for a New Tourism Era. For this purpose, a participatory tourism strategy was built with community stakeholders, specifically neighboring communities, based on three pillars: conservation of natural and cultural heritage; socioeconomic community development; and reduction of environmental impacts. For this purpose, a participatory tourism strategy was built with community stakeholders, specifically neighboring communities, based on three pillars.Publication Agritourism: Challenges and opportunities for the rural future(2021) Hollas, Chadley; Chase, LisaIn the ever-changing economies of tourism, individual-led efforts such as agritourism have the potential to bring social and economic benefit to rural destinations, building more resilient communities. In post-COVID tourism, this is especially true as travelers find comfort in outdoor, physically-distanced activities. However, few large-scale studies have explored the qualities of successful agritourism operations and their perceived barriers, challenges, and successes. In this presentation, we share the results of a 2019 national survey of agritourism operators throughout the US. The survey questions built on results from qualitative research on agritourism and were focused on products and activities offered, operator motivations, challenges and successes, and perceived economic performance. The survey responses gave insight into the positive outlook for agritourism in the United States. In our proposed 15-minute presentation, we will report on on these findings and conclude with implications for future research, policy and outreach favoring rural tourism operators.Publication Profiling Tourists’ Fear, Resilience, and Protective Behaviors toward Post-Pandemic Travel(2021) Zheng, DanniTo overcome the long shadow of COVID-19 on tourism, it is particularly important to understand tourist psyche and behaviors toward post-pandemic travel. By integrating protection motivation theory and resilience theory, this paper aims contribute to literature by identifying distinct post-pandemic tourist segments based on their psychological, behavioral, and sociodemographic attributes. Via an online survey, the study collected 1208 questionnaires across most provinces in mainland China. Results reveal four segments toward post-pandemic travelling, including fearful, high resilient, inactive coping, and threat careless tourists, providing valuable information to understand different tourists’ psychology toward post-COVID-19 travel. Tailor-in strategies are identified to eliminate negative consequences generated during the COVID-19 outbreak.Publication Reversed polarity items in tourism scales(2021) Boley, Bynum; Jordan, Evan J; Woosnam, Kyle MDisciplines such as marketing and education have begun to question the benefits of incorporating reverse polarity items (e.g., a mixture of negatively and positively worded items) into multi-item scales due to such items’ degradation of scale dimensionality. The tourism literature however, has yet to critique this practice due to the commonly held belief that reverse polarity items reduce acquiescence bias. With limited critique of its practice within the tourism literature, the purpose of this “Methods and Practice’ paper is to provide a literature review of the topic and to conduct psychometric analyses on four tourism scales including reversed polarity items. EFA and CFA results from 703 responses to the Psychological, Social, and Political Empowerment Scales of the Resident Empowerment through Tourism Scale and 300 responses to the Perceived Stress Scale reveal that the inclusion of reversed polarity items had significant negative impacts on unidimensionality, model fit, factor loadings, and AVE in each instance. Differences were also found in the strength of regression coefficients and variance explained between reverse and non-reverse polarity scales when regressed on theoretically relevant dependent variables. Implications for future scale development are discussed highlighting the need to simultaneously reduce acquiescence bias and ensure scales demonstrate construct validity.Publication Taking your next vacation from home: Motivations and impacts of using live-streaming tourism(2021) Zhang, Pei; Jiang, Mengtian; Shen, YeThe research investigates a novel and alternative form of tourism, namely, live-streaming tourism (LST). Live-streaming tourism empowers individuals to experience new destinations at home without the risks associated with large-scale travel. Meanwhile, it boosts the economy by enabling destinations and micro-entrepreneurs to launch an alternative business model and create new employment opportunities. Specifically, the current study proposes and tests a conceptual model of viewers’ motivations and consequences of using live-streaming tourism based on the United Theory of Acceptance and Use of Technology 2.0 (UTAUT2). We explore how existing UTAUT2 antecedents, together with newly incorporated LST antecedents, affect viewers’ reuse and Word-of-Mouth intention of LST through the mediated effect of co-creation value. We adopt an online survey method to collect an estimated sample of 1000 viewers who have participated in live-streaming tourism in the past twelve months.Publication Study on the Effect of Cuisine Tourism Resource on Tourists’ Willingness to Visit(2021) Wu, Ailing; Yao, Yanbo; Yang, Yufan; Liu, YumengThis article aims at examining if tourists’ evaluation of cuisine tourism resource has a positive effect on their willingness to visit (WTV) the destination (H1). In Study 1, the content analysis of travelogues of 60 Chinese major tourist cities shows that the scenic spots have a significant effect on WTV, while the effect of cuisine tourism resource on WTV is not supported. Moreover, the tourist city Chengdu with both abundant scenic spots and cuisine resources is chosen for further research of how cuisine resources influence tourist’ decisions. In term of 276 questionnaires (Study 2) and 30 interviewee (Study 3), the results show that the impact of the cuisine resource on WTV is moderated by the tourists’ evaluation on the scenic spots. Only when tourists have a high evaluation on scenic spots, the cuisine resource plays a positive impact on WTV, showing the auxiliary attraction of cuisine resource to tourists.Publication Ways of Seeing for Ourselves. The Role of Webcams in Tourism Research & Practice.(2021) Nadegger, MonicaUntil recently, webcams and their implications for tourism research and practitioners have been overlooked in tourism. However, recent publications (Jarratt, 2020a, 2020b) started to theorize webcams as windows into distant worlds, whose unedited gaze requires no further interpretation. Referring to the concept of transparency (Flyverbom et al., 2015; Flyverbom, 2019; van Woerkum & Aarts, 2009) and canons of use (Ledin & Machin, 2019), this reserach offers an alternative concept of webcams as a prism with historical, material and social roots in surveillance and transparency narratives. Acknowledging webcams as artefacts formed by historical, social and material context offers opportunities and uncovers hurdles for researchers and practitioners. First, researchers must consider the circumstances of production when critically assessing webcam and their content. Second, practitioners can leverage (and maintain) the narratives of truthfulness and facticity for building trust and authenticity if they are aware of the fragile, constructed nature of the webcam images.Publication Past evacuation behavior and intended shelter selection of Japanese considering presence of foreign tourists(2021) Choi, Sunkyung; Maharjan, Rajali; Hanaoka, ShinyaDue to the rapid growth, tourism in Japan has been receiving significant attention from the Japanese government and has been placed as a key policy. Japan is a country prone to several natural disasters like earthquake, typhoon, flood etc. In light of this vulnerability, the central government and local municipalities have worked towards evacuation planning to secure safety of foreign tourists. This study aims to develop suggestions for better regional tourism evacuation shelter planning targeting both Japanese and foreign tourists. The main research objectives are to understand 1) evacuation experience of Japanese during past disasters; 2) intended evacuation behaviour and preference of Japanese under Tokyo Metropolitan Earthquake scenario; and 3) impact of presence of foreign tourists on evacuation shelter choice of Japanese in case of an emergency. We conduct a local resident survey to identify the need of dedicated evacuation shelter planning as disaster preparedness for foreign tourists in Japan. End Proctoring-Publication Strategies of Forbes Five-Star Hotels for Attracting Guests in Japan amid the COVID-19 Pandemic(2021) Nakai, AyakoThis study examined the strategies employed by Forbes five-star hotels in Japan to attract customers amid the COVID-19 pandemic. Eight five-star hotels were examined in this study. Data were collected through the official websites of the hotels between August 2020 and February 2021, and the researcher stayed at all of the investigated hotels for a night. Six strategies were identified: (1) emphasizing cleanliness and safety, (2) using signature stories, (3) providing cultural and seasonal offers as the new normal, (4) developing new takeout menus and delivery, (5) recommending staycations and daycations, and (6) improving branded loyalty programs. Five-star hotels maintained high-level services without joining price wars, added exclusive seasonal and cultural guest experiences, developed new takeout foods and cocktails, and utilized signature stories in an effort to cope. Adopting these strategies to increase the satisfaction of guests could secure the future of luxury hotels in Japan and abroad amid the ongoing global pandemic.Publication Improving the North Carolina Oyster Trail by Matching Supply and Demand Data: Lessons learned from COVID-19 adaptations(2021) Yeager, Emily P; Knollenberg, Whitney; Barbieri, Carla; Harrison, JaneThe mariculture industry provides economic diversification to coastal communities as well as environmental benefits such as improved water quality, resulting from the water-filtering properties of oysters and clams (NC Shellfish Mariculture Advisory Committee, 2018). These benefits have encouraged the North Carolina (NC) legislature to devote resources to strategies that would develop this industry, including the creation of a North Carolina Oyster Trail (NCOT). To expand and ensure the sustainability of this NCOT effort, greater information is needed about the demand for mariculture tourism experiences. Therefore, a mixed-method approach was taken to generate an inventory of existing assets and resources needed for the future growth of the NCOT. This presentation reflects upon lessons learned from the implementation of this mixed-method study and adaptation strategies employed to continue the study in light of the ongoing COVID-19 pandemic.Publication The Effect of Synergies Between the Informal and Formal Tourism Sectors on Farmers’ Tourism Microentrepreneurial Intentions(2021) Ferreira, Bruno; Morais, Duarte B.; Jakes, Susan; Brothers, Gene; Brookins, CraigLeveraging the popularity of the foodie scene, signature farm tourism is emerging as one of the most promising niches for tourism microentrepreneurs. However, both psychological and structural constraints seem to be holding farmers back in their intention to start offering farm experiences or expanding their existing farm tourism portfolio. We argue that Permatourism-enabled bridging social capital affords farmers sources of entrepreneurial self-efficacy, which enhances entrepreneurial intention. To test our conceptual model, we surveyed 207 farmers in NC and used SEM to examine relationships between constructs. The analysis revealed an adequate model fit and strong significant relationships between bridging social capital and both dimensions of tourism microentrepreneurial self-efficacy. Internal self-efficacy was strongly and significantly associated with entrepreneurial intention, while external self-efficacy was non-significant. We provide meaning to these results through triangulation with qualitative data from five years of participatory action-research with farm tourism microentrepreneurs.Publication Managing Tourism Uncertainties During the Era of COVID-19 Through Scenario Planning(2021) Clark, Connor; Nyaupane, GyanThis study used a scenario planning method to devise four possible scenarios for tourism recovery in Arizona, U.S.A., a state highly impacted by the COVID-19 pandemic. A scenario planning session was attended by 24 experts representing key stakeholder groups within the tourism industry and public health, epidemiology, tourism, public policy, and transportation experts where participants selected six critical drivers of tourism recovery to develop possible scenarios. The critical drivers were public health status, performance of the economy, destination availability, government policy, consumer confidence, and leadership communication, with public health status and performance of the economy agreed to be the most influential but most uncertain on tourism recovery. The four scenarios represented a worst-case, best-case, and two mid-level scenarios in which tourism recovery efforts would need to operate. The implications and responsibilities of each scenario for governmental bodies, destination managers, tourism businesses, and planners is discussed and recommendations are given.Publication A model of destination image for transformative travel(2021) Alahakoon, Thilini; Pike, Steven; Beatson, AmandaThe uniqueness of transformative travel lies in its subjective, enduring, and personal growth-oriented nature. Despite this uniqueness and the role the place/setting play in triggering transformations, there is a lack of academic focus on destinations and relevant traveller perceptions as viewed from a transformative lens. Therefore, we use a destination image perspective to propose the notion of transformative destinations (i.e., places that have the potential to trigger transformations by creating a sense of otherness) and to present a conceptualisation of the transformative destination image. Accordingly, based on Fishbein’s theory of attitude-behaviour relations and considering the importance of novelty, a willing and open mindset and subjectiveness for transformative travel, we posit that destination familiarity, perceived cultural distance, travellers’ personal values, and the degree of mindfulness during an experience influence the transformative destination image which then induces behavioural intentions.Publication Transformative Potential of Yoga Tourism(2021) Chhabra, DeepakThe purpose of this study was to test the transformative potential of yoga retreat programs, using cyclical transformative model integrated with PERMA (positive emotions, engagement, relatedness, meaningfulness and accomplishment) dimensions in Rishikesh (a historical yoga town), India. A mixed method technique was used to collect data. The results report that multiple benefits are sought by wellness tourists. Their expectations soar as they engage with the program/environment, after they arrive at the site. Some elevated experiences, such as happiness, produce short-term benefits; but some enduring transformative benefits also happen and these stay for a long time upon return home. The transformative process evolves and is cyclical in nature, as the participants share and engage with their community, upon return. This study suggests that the restorative and therapeutic potential of yoga tourism should be tapped by the destination marketing organizations, as they endeavor to reconstruct tourism for the intra- and post-pandemic times.Publication Amish in Rural Tourism: Representation of Subcultures in Tourism Marketing(2021) Zhang, Yuanxin; Day, Jonathon; Meng, Zhenhao(Mark); Xiong, ChengyuEthnic culture heritage, as a subculture, provides an important resource for US rural tourism. However, the commodification of culture heritage has affected the representation of cultural heritage in tourism marketing. This study examines 13 counties of Indiana where Amish are a significant proportion of the population and explores how the destination presents Amish culture in their promotional materials. This article conducts content analysis and semiotic analysis of Amish icons and website information through data collection and coding of 50 websites and 458 images. The results calculated the geographic location, symbols, and text distribution of Amish elements in Indiana, and also compared the different usage proportions, meanings, and functions of Amish icons and texts in DMO & commercial websites. And it is also analyzed the Amish meaning system of symbols and culture codes through semiotic models in DMO & commercial websites.Publication The Regenerative Economy and the Response of Foodservice Industry: A Study on Vancouver Visitors’ Destination(2021) Roy, HiranThe Regenerative Economy and the Response of Foodservice Industry: A Study on Vancouver Visitors’ Destination Abstract The current linear economy model consumes large amount of energy and resources but it does not optimize the materials recycling, reuse or recovery. Thus, the concept of Circular Economy (CE) has received increasing attention among policymakers and different stakeholders in worldwide. However, current research on CE have mainly focused on manufacturing sectors, and only a few studies are found on the tourism sector. There is a dearth of empirical studies on CE practices in foodservice operations across North America especially from Vancouver context. Foodservice operation causes significant environmental impacts. Reducing the negative impacts of the practices of the foodservice operation is essential. Therefore, this study will explore the foodservice operations knowledge of CE and its practices, and to determine operations’ willingness to design a transition to the CE. A quantitative approach (online survey) will be employed to collect data from a sample of foodservice operations in Vancouver, one of the most popular visitor destinations in Canada. Keywords: Circular economy; foodservice operations; waste generation; resource consumption; sustainabilityPublication Can virtual tourism aid in the recovery of tourism industry in the COVID-19 pandemic?(2021) Lu, Junyu; Xu, ZixuanThe COVID-19 pandemic has imposed tremendous impacts on the tourism industry worldwide. The tourism sector can take advantage of the new technology (e.g., virtual tourism), to respond to the challenges. This study aims to explore how virtual tourism can aid the recovery of tourism industry. We explore this through a mixed-method approach. Our results show that the use of virtual tourism can be partially explained by the theory of planned behavior. Virtual tourism has a strong influence on people’s onsite destination choices and can be used as an effective marketing tool. Virtual tourism can be an entertainment activity to bring immersed experience without being actually in the destinations, and thus reinforce stay-at-home order. Even after the pandemic is over, people still show willingness to use virtual tourism for diverse purposes. Virtual tourism can also help promote sustainable tourism by reducing unnecessary greenhouse gas emissions and enhance “virtual accessibility” especially for the elderly and disabled with limited mobility.Publication MATCH IT UP: STRATEGIES FOR REGULATING POSITIVE EMOTIONS(2021) Gao, Jie; Zhang, Ye; Xiao, Xiao; Wang, YaweiTraveling is good for people because of positive outcomes, and tourists used regulation strategies to manage emotions for the purpose of maximizing these positive outcomes. However, it is unclear what specific strategies should be used for a select positive emotion. This study is aimed to examine the relationship between select positive emotions and their corresponding regulation strategies used during vacation. Using travel diaries, study findings revealed what corresponding regulatory strategies were used for each of seven positive emotions examined in this study. For example, to regulate the positive emotion of joy, tourists used strategies of Expressive Suppression, Stimulus Control, Savoring, Replaying, and Behavioral Activation. Results are valuable to understand how individuals use regulation strategies for select positive emotions, which might influence the positive outcomes out of their vacation, as well as provide significant managerial implications to the travel industry.Publication Generation Z’s Character-strength Applications in Tourism(2021) Zhang, Ye; Gao, Jie; Ricci, Peter; Bilgihan, AnilConcerning the growing public interest in well-being and the role of tourism in promoting well-being, this study proposes the adoption of a character-strength-based perspective to uncover the hidden potential of tourism for bolstering the enduring eudaimonic well-being. With an empirical exploration among Generation Zs, it reveals how tourism experiences have uniquely deployed their different character strengths that can further lead to an eudaimonia improvement. It also identifies the potential influential factors for strength deployment in tourism, which sets the basis for transformative tourism marketing/experience designs. Besides the theoretical and practical implications for boosting eudaimonia with tourism experiences, the revealed on-vacation strength practicing patterns of Gen Z lend valuable explanatory power to examining various travel behaviors/patterns of this promising market.