LUO Xiaoyan 罗晓燕

Urban and nature visuals are ubiquitous in tourism marketing. Although most research documents a “nature-superiority” pattern, the influence of urban imagery on marketing effectiveness remains underexplored. We propose that, relative to nature, urban visuals increase preference for high-construal messages by heightening the need for eudaimonic well-being—a need left unmet under urban exposure. Across five studies manipulating destination visuals (urban vs. nature) and message construal, we consistently find evidence for this effect. These findings refine the nature–urban dichotomy and extend Construal Level Theory beyond its traditional emphasis on psychological distance. Practically, they offer actionable guidance for optimizing the use of urban and nature visuals in tourism campaigns.

With the rapid expansion of AI-based services in tourism and hospitality, older consumers increasingly encounter age discrimination from both human employees and AI systems. This research investigates how elderly customers perceive and respond to ageism from human versus AI servers. Using survey and experimental methods, the authors find that older adults report high prevalence of age-related discrimination in service contexts and that the perceived intentionality and controllability of the discriminator shape their coping responses. Compared with human servers, discriminatory AI is perceived as less intentional but more pervasive, leading to different patterns of complaint, avoidance, and adaptation. The findings offer theoretical insights into ageism in technology-mediated services and practical implications for inclusive service design for older customers.

Purpose: The advancements in generative artificial intelligence (GenAI) encourage disruptive transformation in the hospitality industry. Previous discussions predominantly focused on the impact of AI-powered agents on the labor force. This research extends previous studies by investigating the feasibility of GenAI as an information search agent in comparison to the predominant role of search engines. Design/methodology/approach: Based on the Tourist Online Information Search Behavior framework, the authors proposed that consumers' GenAI adoption may vary upon search purpose (search type), individual differences (travel motive) and situational differences (GenAI task-oriented customization level). Four studies with a total number of 813 participants were conducted. Findings: Taking GenAI over traditional search engines for pre-trip information search significantly increased with a non-decision-based (vs decision-based) purpose. To enhance the adoption of GenAI in its less effective but more important decision-based situations, the authors proposed and confirmed the incremental effect of utilitarian travel motives and task-oriented customization levels.

This study examines the relationship between pandemic alleviation and tourists' intention to visit tourist and hospitality sites. It identifies that tourists' regulatory focus affects their risk perception in visiting tourist and hospitality sites via mobile app usage during the stage of pandemic alleviation. Mixed methods that combine quantitative modeling and experiment were adopted. A total of six sets of panel data of mobile app usage in South Korea during and after the first wave of the pandemic was analyzed, supported by an experimental study to test the causal effect. Results reveal an increasing intention to engage in on-site hospitality and tourism activities in the alleviating period of a pandemic wave. This tendency is stronger for promotion-focused (vs. prevention-focused) tourists.

Given the significant practical value impulsive buying brings to destinations, it has increasingly become a popular topic in tourist behavior research. However, few studies have examined how practitioners can sway tourists to engage in impulsive buying. This paper explores a possible strategy for practitioners by testing the effect of endorsers' emotions (excitement vs. calmness) on the tourists' arousal levels and their subsequent impulsive buying. In three experimental studies, we show that exciting (vs. calm) endorsement causes tourists to feel more aroused, which results in higher impulsive buying.

Curatorial and destination practices often design romance-themed attractions to stimulate visitors’ purchases, yet little is known about how romantic cues influence tourists’ impulsive buying. This study examines how exposure to romance-themed attractions affects tourists’ impulsive buying tendencies and explores the underlying psychological mechanisms. Across multiple experiments, the authors show that romance-themed cues increase tourists’ impulsive buying by activating a romantic mindset, which in turn elevates affective responses and lowers self-control.

Individuals frequently experience restrictions in their mobility owing to circumstances outside of their control. This paper examines the effect of mobility restrictions on individuals' perceptions of personal freedom, and subsequent preferences for tourism advertisements. In a secondary data analysis and three experiments, we show that physical confinement triggered by restricted mobility causes individuals to psychologically feel that their personal freedoms are threatened. In turn, these experiences result in a compensatory response, where people more strongly prefer advertisements that signal scarcity-reduction over advertisements that signal control-restoration.

Curatorial practices in museums often present artifacts in a static, impersonal way, which may hinder engagement with broader audiences. This research investigates whether anthropomorphizing museum exhibits can enhance visitors’ responses. Across a series of studies, the authors demonstrate that anthropomorphism increases visitors’ psychological closeness to exhibits, which leads to higher levels of interest, enjoyment, and willingness to support the museum.

Just how much of the global service industry will be left standing by the time Covid-19 is brought under control is anybody's guess. This research suggests that robots—which are not generally known for their personal touch—may be able to help the stricken hospitality industry weather and recover from Covid-19. The study found that the use of robotics in a tourism and hospitality industry setting could help to draw customers back into restaurants and hotels, at a time when people are concerned about the risk of viral transmission from people-to-people interactions.

This paper explores a potential “silver lining” of tourism stagnation during the COVID-19 pandemic. Using survey and experimental data, the authors show that temporary stagnation in tourism can alter tourists’ attitudes toward destinations and travel activities in unexpected positive ways, such as increasing appreciation for local attractions and enhancing perceived value of future travel opportunities. The study identifies psychological mechanisms related to scarcity and temporal distance that shape these responses.