The current study examines the associations between the individual's cultural values about web-based advertising (IWA), attitudes toward web-based advertising (AWA) and individual's behavioral reactions (BR) in three dissimilar cultures Pakistan, Malaysia and the United States of America. The study is based on the five individual cultural values to evaluate the understanding of the cultural perception of the web-based advertising users towards individual's attitudes toward web-based advertising (AWA). This addresses the research gap that how individual's values-driven attitudes towards web-based advertising influence the individual's behavioral reactions (BR). The study uses the Hofstede cultural dimensions to delineate the cultural variability between three national cultures which also provides ecological assumption based contextual interpretation to the web-based advertising effectiveness. The findings demonstrated that the four individual cultural values are important forecasters of attitudes toward web-based advertising (AWA) and Behavioral Reactions (BR). However, the misrepresentation of value in web-based advertisements was negatively evaluated by the users. The findings pointedly provide evidence that individual cultural values are a noteworthy forecaster of the web-based ad browsing and rate of recurrence of web-based spending. The study provides theoretical and practical implications to consider individuals values and persuasive knowledge in web-based advertisements instead of focusing on repeated exposure to the obtain favorable behavioral reactions (BR). Keywords: Individual's cultural values about web based advertising (IWA), Attitudes toward web-based advertising (AWA), Individual's behavioral reactions (BR),
The evolving tourism industry and increasing number of travelers are not only raising environmental concerns about tourism sites, but also posing challenges for local communities. In this scenario, the notion and agenda for sustainable tourism are widely criticized due to their limited scope and emphasis on creating a balance between economic and adverse environmental and communal benefits. In response, the call for a necessary paradigm transformation has become intense. Consequently, a new approach—regenerative tourism—has been developed to create awareness about pro-environmental behavior to satisfy the primary needs of the community. Regenerative tourism supports the quality of life of local people. Therefore, there is a great need to promote eco-literacy through innovative and better audience experience-laden communication strategies, such as immersive journalism and metaverse-based promotional content. However, little is known about how these future technologies interplay with psychological and social mechanisms to enhance regenerative tourism intention. Drawing an analogy from pro-environmental theory and media richness theory, this research intends to identify whether virtual, augmented reality merger (i.e., immersive journalism), and metaverse-based environmental delineations may contribute to educating tourists and lead to regenerative tourism intention. This research was carried out using a cross-sectional online survey that collected data from 776 digital media users from Pakistan who plan to visit a destination or have done so previously. The results from the data, based on structural equation modeling, suggested that immersive journalism and metaverse-based regenerative tourism promotion are communication strategies that effectively enhance eco-literacy and lead to pro-environmental behavior. However, dispositional empathy has critical moderating implications; the greater the extent of the empathy concerns that individuals uphold, the stronger the eco-literacy and pro-environmental behavior. Finally, regenerative tourism intention can be predicted by these antecedents effectively. Therefore, these pioneer results confirmed that innovative technology-driven media content can augment awareness of regenerative tourism activities and transform travelers’ intention to adopt regenerative practices during destination visits. This research suggests strategic guidelines for organizations and governments to implement practical, innovative, and communicative tools that support adopting regenerative practices among prospective travelers.
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