Volume 10, Issue 2, 2024
The complete Volume 10, Issue 2, 2024, is available to download here (14,8MB). Detailed information for each paper included in Volume 10, Issue 2, 2024, is presented bellow:
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Antonios Giannopoulos, Co-Editor, International Hellenic University, Greece
Published online: 1 December 2024, JTHSM, 10(2), pp.1-2.

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We are pleased to present the twenteeth publication of JTHSM (volume 10, issue 2), the last issue in its tenth year of publication. In previous issues, this journal presented original refereed papers, both conceptual and research-based, focused on various topics of tourism, heritage, and services with an emphasis on marketing and management. Volume 10, issue 2 focus on furthering the journal’s scope and consolidating its position in both conceptual developments and practical applications in tourism, heritage and services through publication of nine quality manuscripts that underwent rigorous double-blind reviewing: seven exciting full papers.
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Giannopoulos, A. (2024). Editorial. Journal of Tourism, Heritage & Services Marketing, 10(2), 1–2. https://doi.org/10.5281/zenodo.14535723
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FULL PAPERS:
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Thuc Thi Mai Doan Do, Thai Binh Duong University, Vietnam,
João Albino Matos Silva, Universidade do Algarve, Faro, Portugal,
Giacomo Del Chiappa, University of Sassari, Italy &
Luís Nobre Pereira, Universidade do Algarve, Faro, Portugal
Published online: 1 December 2024, JTHSM, 10(2), pp.3-14.

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Abstract
Purpose: This study aims to explain the effect of electronic word-of-mouth (eWOM) on Airbnb consumers’ behavioral intentions by examining the moderating role of sense of power and perceived psychological risk, especially in the challenging time after the COVID-19 pandemic. Moreover, this research also considers the critical role of culture in Airbnb customers’ experience by conducting a cross-cultural study in Italy, Portugal, and Vietnam.
Methods: Survey data from 1,146 Italian, 262 Portuguese and 441 Vietnamese customers allow us to test the hypothesis with the partial least squares structural equation modeling.
Results: The findings confirm the differential moderating role of sense of power and psychological risk in Airbnb customers’ eWOM adoption process across those research settings. Moreover, the desire to book shared accommodation is the most influential factor in customers’ purchase intention.
Implications: This research is among the first to delve into the understanding of how customers perceive and respond to eWOM with a specific emphasis on the accommodation sharing sector in a global pandemic. Additionally, it investigates the differential moderating role of sense of power and psychological risk in the online reviews adoption process of Airbnb customers by considering cultural differences.
Keywords: Airbnb, eWOM, sense of power, psychological risk, cross-cultural study
JEL Classification: L81, D81, D91
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Doan Do, T. T. M., Silva, J. A. M., Del Chiappa, G., & Pereira, L. N. (2024). The moderating role of sense of power and psychological risk on the effect of eWOM and purchase intentions for Airbnb. Journal of Tourism, Heritage & Services Marketing, 10(2), 3–14. https://doi.org/10.5281/zenodo.14535723
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The impact of online marketing on tourists’ visit intention: Mediating roles of trust
Anfitri Sihombing, Chaoyang University of Technology, Taiwan,
Li-Wei Liu, Chaoyang University of Technology, Taiwan &
Pahrudin Pahrudin, Chaoyang University of Technology, Taiwan
Published online: 1 December 2024, JTHSM, 10(2), pp.15-23.

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Purpose: Making social media the landscape of travel decision-making has a significant transformation, and become adept at catering to the specific needs and preferences of travelers. This study examined the impact of online marketing on tourists’ visit intention: mediating roles of trust. The study investigated the relationship among electronic word of mouth (eWoM), customer online reviews, official website reviews, and travel intention.
Methods: This study utilized a quantitative approach, and this study collected data from travelers who wanted to depart for traveling. The data analysis used the Structural Equation Modeling Partial Least Square (SEM-PLS) with the software smart-PLS.
Results: Through the influence of e-WoM, online customer reviews, and official website reviews, can effectively leverage online platforms and social media to shape positive perceptions and attract more visitors to come and visit the destination. Furthermore, the findings of the study bridge the gap in the literature by investigating the influence of e-WoM, online customer reviews, and official website reviews on travel visit intention in destinations.
Implications: The findings will not only contribute to theoretical knowledge but also will offer valuable practical implications for travelers to visit destinations and to promote tourism to the evolving needs of travelers in the digital era.
Keywords: e-WoM, official website reviews, customer online reviews, travelers, visit intention, trust
JEL Classification: M3, M31, F61
The Impact of Online Marketing on Tourists’ Visit Intention: Mediating Roles of Trust
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Sihombing, A., Liu, L.W., & Pahrudin, P. (2024). The impact of online marketing on tourists’ visit intention: Mediating roles of trust. Journal of Tourism, Heritage & Services Marketing, 10(2), 15–23. https://doi.org/10.5281/zenodo.14515259
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Making parasocial identification tangible: Can film memorabilia strengthen travel intention?
Ariel Zoltán Mitev, Corvinus University of Budapest, Hungary,
Anna Rita Irimiás, University of Trento, Italy &
Gábor Michalkó, University of Pannonia, Hungary
Published online: 1 December 2024, JTHSM, 10(2), pp.24-32.

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Abstract
Purpose: The main purpose of this paper is to expand on the theories of parasocial identification and transitional objects, and to pioneer the investigation into how imaginative practices become tangible aspects of tourist behavior.
Methods: Based on a survey data with 385 Game of Thrones fans, a hypothesized model was tested using PLS-SEM.
Results: This paper suggests that identification with media characters is a gradual structured process, and memorabilia are transitional objects that further enhance viewers’ travel intentions. Findings show that film memorabilia make illusory experiences tangible and enable individuals to cross the threshold between the imagined and the mundane.
Implications: The study offers tourism marketers and service providers insights into how to shorten the psychological distance between seemingly unattainable fictive worlds and screen tourism destinations.
Keywords: film tourism, TV series, hypothesis development, travel motivation, material culture
JEL Classification: C12, L82, Z32
Making Parasocial Identification Tangible: Can Film Memorabilia Strengthen Travel Intention?
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Mitev, A.Z., Irimiás, A.R., & Michalkó, G. (2024). Making parasocial identification tangible: Can film memorabilia strengthen travel intention?. Journal of Tourism, Heritage & Services Marketing, 10(2), 24–32. https://doi.org/10.5281/zenodo.14524802
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Narmadha Velu, Vellore Institute of Technology, India &
Arthanari Anuradha, Vellore Institute of Technology, India
Published online: 1 December 2024, JTHSM, 10(2), pp.33-46.

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Purpose: Rural tourism is a priority for nations in terms of fostering and reviving tourism development. This can be achieved by focusing on rural tourism entrepreneurship. The purpose of the study is to examine the rural tourism market potential by exploring the significant impact of social, economic and technological effects on heritage education and rural entrepreneurial self-efficacy in facilitating and improving the rural tourism market potential in India respectively, to attract more tourists.
Methods: Research was undertaken on a random sample of 646 individuals from rural areas in South India. An exploratory factor analysis followed by a confirmatory factor analysis was performed using AMOS to assess convergent and discriminant validity and composite reliability. Structural equation modelling was utilised to examine the impacts of all proposed constructs.
Results: The results of SEM reveal that social and technological effects play a crucial role in fostering residents’ entrepreneurial self-efficacy ensuring huge tourism market potential.
Implications: The findings emphasise the need for planners to go beyond traditional strategies to achieve the Sustainable Development Goals (SDGs) reinvigorating the rural tourism business in India by empowering host communities.
Keywords: rural tourism, market potential, heritage education, entrepreneurial self-efficacy
JEL Classification: L83, O1, Z32
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Velu, N., & Anuradha, A. (2024). Reinvigorating rural tourism market potential through entrepreneurial self-efficacy and heritage education. Journal of Tourism, Heritage & Services Marketing, 10(2), 33–46. https://doi.org/10.5281/zenodo.14534671
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Nuno Sousa, University of Vigo, Portugal,
Elisa Alén, University of Vigo, Portugal,
Nieves Losada, University of Trás-os-Montes and Alto Douro, Portugal &
Miguel Melo, University of Trás-os-Montes and Alto Douro, Portugal
Published online: 1 December 2024, JTHSM, 10(2), pp.47-57.

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Purpose: The adoption of Virtual Reality (VR) is becoming increasingly common among tourism companies, seeking innovative solutions that allow for virtual exploration of destinations. To understand this new trend, this study explores in-depth the factors that influence the adoption of VR by tourism companies.
Methods: Using the method of Interpretative Phenomenological Analysis (IPA) and the TOE theory (Technology-Organization-Environment), this study analysed the perceptions of tourism managers regarding their intention to include VR in their business models.
Results: The results suggest that the adoption of VR is related to perceived usefulness, experience with technology, and attitude. COVID-19 also had a significant impact on the adoption of new technologies, opening the door for the introduction of VR in this sector. However, we realize that a lack of knowledge about issues such as the position of the competition, the return on investment in technological equipment and support for the introduction of VR into business models, inhibits managers from adopting VR equipment.
Implications: It is evident from this study that VR could become part of tourism firms’ business strategies. This is where the business organizations can view VR as a successful means to meet customer demands and drive organizational efficiency.
Keywords: virtual reality adoption, tourism companies, innovation, IPA, TOE
JEL Classification: L83, Z32, Q55
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Sousa, N., Alén, E., Losada, N., & Melo, M. (2024). The adoption of Virtual Reality technologies in the tourism sector: Influences and post-pandemic perspectives. Journal of Tourism, Heritage & Services Marketing, 10(2), 47–57. https://doi.org/10.5281/zenodo.14524968
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Jason M. S. Lam, Multimedia University, Malaysia,
Metin Kozak, Kadir Has University, Turkey &
Ahmad Azmi Ariffin, Universiti Kebangsaan Malaysia, Malaysia
Published online: 1 December 2024, JTHSM, 10(2), pp.58-68.

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Purpose: This study examines the correlation between tourist attitudes toward international travel post-Covid-19 pandemic as well as the image of the travel destination and the perceived risk.
Methods: A cross-sectional method was used to collect data via self-administered questionnaires from 432 international respondents visiting Malaysia in 2023. The causal correlations were then examined using partial least squares structural equation modelling (PLS-SEM).
Results: Both the subjective norms and perceived behavioural control of TPB, and destination image significantly influence tourist attitudes, and, subsequently tourist satisfaction. This present study also lists its managerial and theoretical implications as well as its limitations and suggestions for imminent studies.
Implications: This study contributes to the limited empirical research on travel post-pandemic by applying the established theory of planned behaviour (TPB). Most of the variables of the theory of planned behaviour, an attitudinal theory, correlate with travel intentions but this study takes another perspective. This study also bridges the gap by correlating the TPB to on-travel experiences by measuring tourist satisfaction.
Keywords: theory of planned behaviour, attitudinal theory, travel destination image, travel risks, tourist satisfaction
JEL Classification: H12, Z32, C1
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Lam, J.M.S., Kozak, M., & Ariffin, A.A. (2024). Covid-19 pandemic? A novel examination of the causal correlations within the attitudinal theory of planned behaviour. Journal of Tourism, Heritage & Services Marketing, 10(2), 58–68. https://doi.org/10.5281/zenodo.14525041
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Álvaro Dias, ISCTE-IUL, Portugal,
Marta Santos, ISCTE-IUL, Portugal &
Leandro Pereira, ISCTE-IUL, Portugal
Published online: 1 December 2024, JTHSM, 10(2), pp.69-78.

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Purpose: Rural tourism has become more popular in the tourism industry, as it offers unique and personalized experiences. During the COVID pandemic, many rural accommodations (RA) had more bookings. This shows the importance of finding out the factors that make good RA experiences.
Methods: Customer ratings are one way to measure customer satisfaction. However, there is not much research on the factors that affect ratings. As such, this study aims to analyze the factors that lead to high and low customer ratings in RAs. Data from 73 rural accommodations was analyzed using fsQCA as a method to study different RAs in Portugal.
Results: The study finds two combinations that lead to high ratings. One combination is for customers who want diversity in experiences, products and services. The other combination is for customers who want premium, expensive and sustainable experiences. For both, diversity in bedroom choice is also important. The study also finds three combinations that lead to low ratings.
Implications: Results can help managers to be more competitive in the RA market.
Keywords: rural tourism, sustainable tourism, tourism marketing, fsQCA
JEL Classification: P25, J28, L83
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Dias, A., Santos, M., & Pereira, L. (2024). Green marketing strategies and customer satisfaction in rural accommodations: A configurational approach. Journal of Tourism, Heritage & Services Marketing, 10(2), 69–78. https://doi.org/10.5281/zenodo.14525119
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