... older travelers, fostering inclusive tourism through advanced avatar technology. Design/methodology/approach Using two between-subjects experiments, this research compares the effects of emotion-driven and knowledge-centric virtual tours on older adults. It explores the mediating role of travel...

...Fei Hao; Wailing Ng; Adil Masud Aman; Chen Zhang Purpose This study evaluates the impact of Avatar-led Green Training on enhancing organizational citizenship behavior for the environment (OCBE) and green creativity among employees in the hospitality sector. This study aims to understand how...

... the physical property in the real world? Design/methodology/approach Based on the general learning model and social cognitive theory, this research hypothesizes the positive impact of metaverse experiences on customers’ visit intentions and explores two boundary conditions for positive impact: user–avatar...

...Fei Hao; Adil Masud Aman; Chen Zhang Purpose As technology increasingly integrates into the restaurant industry, avatar servers present a promising avenue for promoting healthier dining habits. Grounded in the halo effect theory and social comparison theory, this study aims to delve...