Hung-Che Wu

This study aims to examine the relationships between pink atmosphere, pink promotion, positive emotions, pink experiential equity, pink experiential relationship quality and pink-seeking intentions. The findings are based on structural equation modeling of a convenience sample of 495 women consumers who have purchased L’Oréal Paris beauty products at three stores in Shanghai. The results contribute to the pink marketing theory by providing additional insights into pink atmosphere, pink promotion, warm glow, sense of belonging, pink experiential equity, pink experiential satisfaction, pink experiential trust, pink experiential loyalty and pink-seeking intentions. These findings are discussed based on both academic and practitioner implications.

To account for potential asymmetries in the relationship, this study applies new bootstrap symmetric and asymmetric multivariate panel Granger causality test to examine the causal relationship between international tourism receipts (ITRs) and economic growth in China for the period from 1995 to 2019. The result supports evidence for the symmetric causality in Henan, showing significant one-way Granger causality from ITRs to real gross domestic product (RGDP). They also indicate that Hunan has significant one-way Granger causality from RGDP to ITRs. These results denote that the hidden tourism-led growth hypothesis is valid in Heilongjiang, Henan, Hubei and Jiangxi.

This study aims to examine the relationships among the dimensions of service innovation (product innovation, process innovation, marketing innovation and organizational innovation), the dimensions of experiential relationship quality (experiential value, experiential satisfaction, experiential trust and experiential commitment) and the dimensions of shopping outcomes ((positive word-of-mouth (WOM) and patronage intentions)). Data were obtained from 485 respondents at one smart unmanned store in Wuhan of China, and were analyzed using structural equation modeling. The findings show that product innovation, process innovation, marketing innovation, organizational innovation and experiential value have a direct positive influence on experiential satisfaction. Also, experiential value, experiential satisfaction and experiential trust have a direct positive influence on experiential commitment, which in turn lead to positive WOM, while experiential trust has a positive influence on patronage intentions. This study concludes with key implications arising from the analyses and further research opportunities.

This study investigats the relationships among positive emotions, perceived threats, protection motivation, coronavirus disease 2019 (COVID-19) vaccination intentions, quarantine-free travel intentions and COVID-19 protective behaviors in the context of quarantine-free travel. Data were collected from Singaporean tourists in Batam and Bintan of Indonesia using travel bubbles. A total of 387 respondents completed the questionnaires. The findings can help tourism managers create and implement market-driven service initiatives to increase positive emotions, protection motivation, and intentions to take quarantine-free travel and decrease perceived threats in order to enable tourists to have accurate COVID-19 protective behaviors.

This paper explores the relationships between underwater hotel attachment, experiential service outcomes, experiential relationship investment and intention to stay. To test the model, empirical data was collected from 515 tourists at one underwater hotel in Dubai in the United Arab Emirates. The analysis results contribute to the services marketing theory by providing additional insights into the dimensions of underwater hotel attachment, the dimensions of experiential service outcomes, experiential relationship investment and intention to stay. The results of this study will also assist underwater hotel management in developing and implementing market-oriented service strategies to increase the dimensions of underwater hotel attachment, the dimensions of experiential service outcomes and experiential relationship investment and create intentions to stay. The theoretical and managerial implications of these results are discussed.