Volume 12, Issue 1, 2026
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Song Bee Lian, MILA University, Malaysia, Ho Ree Chan, Taylor’s University, Malaysia, Kanesh Gopal, UCSI University, Malaysia, Tee Poh Kiong, MILA University, Malaysia & Wong Ling Chai, Universiti Malaysia Sabah, Malaysia.
Published online: 5 June 2026, JTHSM, 12(1), pp.1-18.
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Abstract
Purpose: This research attempts to examine the relationships between online experiential value co-creation, customer brand engagement (CBE) and experiential quality, and their effects on brand performance in the tourism industry in Ma-laysia. The experiential value dimensions adopted are functional value, social value, emotional value, and epistemic value in the online co-creation context. Brand performance is measured by the customer-based brand performance model consisting of brand trust and brand loyalty.
Methods: By adopting the quantitative method, a survey questionnaire was used to gather the responses from 505 customers who have used travel-related social media networking websites, and experienced services from branded travel com-panies in Malaysia. Structural Equation Modeling (SEM) is used to analyse the data.
Results: The findings conclude that functional value and social value have positive influence on CBE. Emotional value and epistemic value have no influence on CBE. CBE has positive influence on experiential quality. Finally, experiential quality positively influences brand trust and brand loyalty respectively.
Implications: Theory of Consumption Value (TCV) is applied to extend an integrative framework of online experiential value co-creation (consumption values) aimed to enhance CBE and experiential quality (consumer consumption behaviour) and brand performance (consumer consumption behavioural outcomes) in the tourism industry.
Keywords: online experiential value co-creation; customer brand engagement; experiential quality; brand performance; tourism industry
JEL Classification: M31, M1, L83
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Song, B. L., Ho, R. C., Kanesh, G., Tee, P. K., & Wong, L. C. (2025). Online experiential value co-creation, customer brand engagement and experiential quality: Effects on brand performance in tourism industry. Journal of Tourism, Heritage & Services Marketing, 12(1), 1-18. http://doi.org/10.5281/zenodo.22737724
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Ioulia Partsali, International Hellenic University, Greece, Antonia Delistavrou, International Hellenic University, Greece & Irene Tilikidou, International Hellenic University, Greece
Published online: 5 June 2026, JTHSM, 12(1), pp.19-39.
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Abstract
Purpose: This study aimed to investigate consumers’ intentions to (a) visit green and/or ethical hotels, (b) boycott hotels ac-cused of environmental degradation and/or exploitation of workers, and (c) discuss or share negative messages on social media against such practices. The examination included a full combination of the Values-Beliefs-Norms theory and the Theory of Planned Behaviour, incorporating risk perception as a modifying factor.
Methods: A survey was conducted among 571 residents of Thessaloniki, Greece, using a combination of area and quota sam-pling. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) via the SmartPLS 4 software.
Results: Findings indicated that biospheric values, risk perception, awareness of consequences, and -most notably- the ascrip-tion of responsibility significantly influenced the formation of personal norms. Personal norms, in turn, emerged as the strongest predictor of behavioural intentions. Conversely, attitudes and perceived behavioural control indicated weak influence on these intentions.
Implications: The study highlights the predominance of moral over practical considerations in shaping consumer intentions. Spe-cifically, it provides deeper insight into the decision-making process to choose green or ethical hotels, avoid accom-modation accused of unethical environmental or labour practices, and engage in discursive actions against such prac-tices.
Keywords: green/ethical hotels; boycotting/discursive activities; values-beliefs-norms theory; theory of planned behaviour; risk perception
JEL Classification: M31, M14, L83
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Partsali, I., Delistavrou, A., & Tilikidou, I. (2026). Moral versus practical criteria in hotel choice: Consumer responses to environmental and labour issues. Journal of Tourism, Heritage & Services Marketing, 12(1), 19–39. https://doi.org/10.5281/zenodo.22746106
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The impact of user-generated content on travel destination choices: A configurational approach
Álvaro Dias, BRU and ISCTE-IUL, Portugal & Alisa Nechaeva, ISCTE-IUL, Portugal
Published online: 5 June 2026, JTHSM, 12(1), pp.40-50.
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Abstract
Purpose: This study examines how user-generated content (UGC) on social media platforms shapes university students’ visit intention. Drawing on a configurational perspective, it investigates how UGC usage, perceived importance of UGC, need for information, destination familiarity, and planning complexity combine to explain high and low visit inten-tion.
Methods: A quantitative survey was conducted among university students studying in Portugal and Spain. The data were ana-lysed using fuzzy-set qualitative comparative analysis (fsQCA), which is appropriate for identifying multiple config-urations of conditions associated with the same outcome.
Results: The findings reveal two configurations associated with high visit intention and three configurations associated with low visit intention. High visit intention is associated with combinations involving UGC engagement, planning com-plexity, information need, and low destination familiarity. Low visit intention is associated with different combina-tions involving low UGC usage, low information need, and high destination familiarity.
Implications: The study shows that UGC does not influence visit intention in a uniform way. Tourism businesses and destination managers targeting students should design UGC strategies that reduce uncertainty, address information needs, and simplify complex planning situations.
Keywords: user-generated content; visit intention; decision-making; social networking sites
JEL Classification: M31, M3, L83
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Citation: Dias, Á., & Nechaeva, A. (2026). The impact of user-generated content on travel destination choices: a con-figurational approach. Journal of Tourism, Heritage & Services Marketing, 12(1), 40-50. http://doi.org/10.5281/zenodo.22748960
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Influence of music on tourism imaginaries of distant destinations
Monica Coronel Padilla, Corvinus University of Budapest, Hungary & Anna Irimiás, Corvinus University of Budapest, Hungary
Published online: 5 June 2026, JTHSM, 12(1), pp.51-64.
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Abstract
Purpose: Visual and textual narratives have long been recognized as stimuli for shaping tourism imaginaries, but the role of music is still to be explored. This study explores how tourism imaginaries of distant destinations are shaped through music.
Methods: An experimental design using video-elicitation and 23 semi-structured interviews were appropriate for examining sensory stimuli and imaginaries. Potential tourists to Ecuador consumed the same promotional video with three different music. Ecuador was selected for being a lesser-known country seen as an untamed destination by Western travellers. A deductive-inductive thematic analysis revealed both manifest and latent dimensions of tourism imaginaries.
Results: Different music paired with identical visuals generates contrasting tourism imaginaries of place, practices, and par-ticipants. Ecuador was perceived as a dangerous, peaceful, or vibrant place. Music also shaped imaginaries of tour-ism practices, leading participants to associate Ecuador with either active or relaxing experiences. As a novelty, the study shows that music can stimulate social awareness of locals’ and tourists’ roles and relations, by eliciting imagi-naries of either social detachment or connection with host communities.
Implications: Tourism marketers are advised to consider music in videos to shape tourism imaginaries and to carefully select mu-sic when promoting lesser-known and distant destinations.
Keywords: destination marketing; promotional videos; tourism advertising; perceived distance; narrative
JEL Classification: O34, M31, M37
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Coronel Padilla M., & Irimiás A., (2026). Influence of music on tourism imaginaries of distant destinations. Journal of Tourism, Heritage & Services Marketing, 12(1), 51-64. http://doi.org/10.5281/zenodo.22752858
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Attribution theory in tourism research: Bibliometric trends and emerging themes
Fatih Ercan, Zonguldak Bülent Ecevit University, Turkey & Taner Dalgin, Muğla Sıtkı Koçman University, Turkey
Published online: 5 June 2026, JTHSM, 12(1), pp.65-82.
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Abstract
Purpose: Attribution theory is robust in explaining tourist behaviors and serves as a supplementary framework to other theo-ries; however, the literature lacks a comprehensive synthesis of how the theory has evolved. This study aims to elu-cidate the intellectual structure and thematic evolution of attribution theory within tourism research through a com-prehensive bibliometric analysis.
Methods: A total of 343 relevant publications from the Web of Science and Scopus databases were analyzed using bibliometric analysis techniques. Performance metrics of authors, most cited documents, and thematic mapping analyses were conducted utilizing Biblioshiny software.
Results: The analysis indicates that publications on attribution theory in tourism have increased since 2018. While the lead-ing motor themes in the development of the relevant literature are service recovery and satisfaction, consumer be-havior, service robots, and artificial intelligence (AI) are among the emerging but less researched topics in the field, classified as niche themes.
Implications: This study is significant as it represents the first comprehensive bibliometric analysis to systematically explore the intellectual foundations of attribution theory in tourism research, providing insights into emerging themes and con-tributing to both theoretical and empirical advancements in the field.
Keywords: attribution theory, tourism research, thematic evolution, bibliometric analysis
JEL Classification: L83, Z31, Z33
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Ercan, F., & Dalgin, T. (2026). Attribution theory in tourism research: bibliometric trends and emerging themes. Journal of Tourism, Heritage & Services Marketing, 12(1), 65-82. http://doi.org/10.5281/zenodo.22769877
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Jinsoo Hwang, Sejong University, South Korea, Heather Markham Kim, Dong-A University, South Korea, Taeuk Kim, Kyonggi University, South Korea & Kyuhyeon Joo, Sejong University, South Korea
Published online: 5 June 2026, JTHSM, 12(1), pp.83-97.
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Abstract
Purpose: This study aimed to identify the determinants of behavioural intentions toward robotic golf caddies using an extended theory of planned behavior (TPB). The proposed framework extends the original TPB by incorporating the dimensions of experience economy theory.
Methods: A research model integrating TPB and experience economy theory was developed and tested through seven hy-potheses. To test the proposed model, survey data were collected from 393 respondents in South Korea.
Results: The findings revealed that the four dimensions of the experience economy positively influenced attitude. In addition, attitude, subjective norm, and perceived behavioural control significantly influenced behavioural intentions toward robotic golf caddies.
Implications: This study contributes to the literature by explaining technology acceptance behavior toward robotic golf caddies and provides practical implications from the perspectives of TPB and experience economy theory.
Keywords: robotic golf caddy, experience economy, TPB, attitude, behavioural intentions
JEL Classification: L83, D91, O33
Overtourism and gender equality: Empirical evidence from the EU27 member states
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Hwang, J., Kim, H. M., Kim, T., & Joo, K. (2026). Applying the extended theory of planned behavior to robotic golf caddies: a focus on the experience economy. Journal of Tourism, Heritage & Services Marketing, 12(1), 83-97. http://doi.org/10.5281/zenodo.22773405
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