...Duo-Ning Yuan; Yi-Nan Chen; Liang-Liang Han Purpose To promote tourist destinations, travel agencies are leveraging virtual influencers (VIs) to enhance destination marketing. This study aims to investigate the impact of the language style (emotional vs rational) adopted by VIs to promote tourist...

...Bin Wang; Liping Li; Jay Kandampully; Jin Wang Purpose This study aims to examine the effectiveness of figurative versus literal language in historical storytelling in cultural tourism. It investigates how these language styles interact with presenter type (digital vs human), interpreter expertise...