Yaoqi Li

Consumption philanthropy, a marketing tool that combines purchasing behavior with charitable giving, is gaining more and more attention from hospitality companies. However, few studies have explored how to optimize consumption philanthropic statements to achieve stronger consumer responses. This study combines communication strategies with consumption philanthropy to explore what donation subject can be emphasized in consumption philanthropic statements to better stimulate consumers' purchase intentions. Two experiments were conducted to elucidate the persuasive effects and boundary conditions of consumption philanthropic statements that emphasize different donation subjects. The results suggest that joint donation of consumption philanthropic statements leads to stronger purchase intentions than either customer‐oriented or company‐oriented donation statements, as well as highlighting the mediating role of customer–company identification in the effect of consumption philanthropic statements on purchase intentions. In addition, it is emphasized that differential impacts from different donation subjects exist only in the context of low‐involvement consumers. This study explores how communication strategies can be adapted to achieve superior consumption philanthropy performance, which not only contributes to the consumption philanthropy literature but can also guide hospitality companies in improving their consumption philanthropy practices.

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.

Research on virtual reality (VR) tourism experiences has grown exponentially. Despite this, the cognitive mechanisms that make VR tourism experiences memorable remain underexplored. This research critically examines the cognitive processes which prolong the memorability of VR tourism experiences, utilizing an extended multi-step mixed-methods design with biosensor measures. Findings demonstrate increased physical presence enhances virtual memorable tourism experiences (vMTEs), serially mediated by visual attention and cognitive appraisals. Causal effects are stronger in VR tourism environments with lower levels of social presence. Longitudinal repeated measures analysis delineates patterns of memory decay in VR tourism, elucidating the temporal and structural dynamics of experience memorability. A conceptual model of vMTEs is developed that articulates the cognitive architecture underpinning experience memorability. Practical guidelines inform the delivery of vMTEs and the digital preservation of unique and charismatic nature, culture and heritage in virtual environments. Future research should focus on memory retention in innovative virtual tourism contexts.