Fu-Chieh Hsu

Purpose: This study opens the “psychological black box” of participation experiences in mass participation sport events (MPSEs) by examining how goal frames are associated with experiential outcomes through cognitive engagement and psychological empowerment. Drawing on goal-framing theory and the cognitive-affective processing system (CAPS), it proposes a process model linking goal frames to participation experiences, with social connectedness as a boundary condition. Design/methodology/approach: A quantitative survey was conducted with participants in Taiwan who had engaged in non-elite sport events within the past year (N = 405). Data were analyzed using PLS-SEM with bootstrapping, employing established scales to measure goal framing, cognitive engagement, psychological empowerment, event enjoyment, subjective vitality, and social connectedness. Findings: All three goal frames were positively associated with cognitive engagement and psychological empowerment. Cognitive engagement was positively associated with both event enjoyment and subjective vitality, whereas psychological empowerment was positively associated with subjective vitality but not event enjoyment. Social connectedness significantly moderated the relationship between psychological empowerment and subjective vitality, while the other moderation effects were not statistically significant. The indirect effects further revealed two distinct pathways, with cognitive engagement operating across both experiential outcomes and psychological empowerment being associated with subjective vitality. Originality/value: This study advances a process-based perspective by integrating goal-framing theory with CAPS to explain how goal frames are associated with experiential outcomes through cognitive engagement and psychological empowerment. It demonstrates that social connectedness functions as a selective rather than universal boundary condition.

Purpose: This study examines how memorable visiting friends and relatives (VFR) experiences shape post-visit relational outcomes in China. Drawing on social exchange theory (SET) and guanxi, it focuses on the roles of nostalgia, reinforced trust, reciprocity and place identity in future invitations to former hosts. Design/methodology/approach: A sequential exploratory mixed-method design was used. Study 1 comprised semi-structured interviews with Chinese VFR travelers and examined how guanxi-related relational dynamics were expressed after the visit. Study 2 used structural equation modeling (SEM) to test the relationships among memorable VFR experiences, nostalgia, trust, reciprocity, invitation intention and place identity. Findings: Memorable VFR experiences were positively associated with nostalgia, trust, and reciprocity and each mechanism was positively associated with intention to invite former hosts. The three indirect effects were significant. Place identity strengthened the effects of nostalgia, trust, and reciprocity on invitation intention. Research limitations/implications: The findings distinguish post-VFR relational maintenance from business-oriented guanxi and extend VFR research to the post-visit stage. They also indicate how destinations and hospitality providers can support reciprocal hosting and place-based sharing among relatives and friends. Originality/value: The study contextualizes guanxi in VFR travel by identifying nostalgia, reinforced trust and reciprocity as post-visit relational mechanisms. It also identifies place identity as a boundary condition that helps explain when these mechanisms are more likely to translate into future hosting intentions.

As human attitudes toward animals continue to evolve, the social status of pets has undergone a significant elevation. Increasingly, people treat their pets as integral family members and seek to c...

Despite the increasing popularity of e‐commerce live streaming (ECLS), research development in the hospitality and tourism field lags. Drawing on social impact theory, this study aims to investigate the effects of streamers' personal brand equity (strength) and the live‐streaming broadcasting environment (immediacy) on viewers' tourism product purchase intention. This research developed three experimental studies to examine the causal link between live‐streaming features (i.e., the interactive effect of streamers' personal brand equity and telepresence) and customer responses. The results showed that the interactions between different levels of personal brand equity and telepresence significantly impact positive outcomes related to tourists' behavior and decision‐making. This study contributed to the literature and practices by enhancing the understanding of ECLS as a newly emerging marketing tool in the tourism industry. The findings would encourage more hospitality and tourism companies to leverage ECLS as a new marketing campaign strategy.