... Emerald Publishing Limited Licensed re-use rights only Artificial intelligence Destination brand equity Destination brand love Destination brand image S-O-R framework Tourism marketing The rapid advancement of artificial intelligence (AI) has fundamentally transformed the tourism...

...Rajat Kumar Behera; Lu Zhang Purpose Using the concepts of game design principles such as badges, leaderboards, points and rewards, gamification platforms for tourism marketing make tourists have more fun, which inspires their behavioural changes towards sustainable engagement. Despite the growing...

... in tourism marketing (Lund et al., 2018). Despite the growing prevalence of storytelling in tourism, research has largely focused on qualitative analysis with limited theoretical grounding (Zhang and Ramayah, 2024). Few studies have examined how viewers cognitively engage with narrative...

..., AI, or hybrid). The AIEDA model, which incorporates positive and negative anticipated emotions, proved effective in all three scenarios. Practical implications Tourism marketers can leverage AI for content creation but should maintain human oversight. Originality/value The study adds...

...Sadaf Javanmardi; Ehsan Javanmardi; Alessandra Bucci Purpose This study examines the role of Virtual Reality (VR) in tourism marketing, analyzing its psychological effects, demographic differences and factors influencing adoption. It seeks to identify and measure the main drivers and obstacles...

... destination products with tourists' interests and collaborate with influencers for affiliate marketing to increase tourist-generated UGC. Furthermore, improved connectivity encourages UGCs about the destination. Originality/value In tourism marketing, UGC has become a valuable information source...

... Emerald Publishing Limited 2022 Emerald Publishing Limited Licensed re-use rights only Wellness tourism Medical tourism Healthcare hospitality Tourist behavior Tourism marketing Existing literature indicates that wellness tourism is taking advantage of services that were previously...