Delivering memorable experiences is the essence of the tourism industry and has been regarded as a core aspect of competitiveness for destinations under the experiential marketing paradigm. However, knowledge remains scarce regarding how memorability can be generated and how it shapes tourist behavior. Taking rural tourism as the research context, this study proposes a theoretical model in which memorability is generated through ordinary experiences (perceived quality and satisfaction) and extraordinary experiences (perceived novelty and delight), which go on to influence word of mouth. This model was tested using two data sets gathered from Chinese tourists visiting rural destinations in China ( n = 873) and in New Zealand ( n = 500), respectively. Findings from the two groups are compared and discussed.
Destination marketing organizations (DMOs) have widely adopted virtual reality (VR) commercials to highlight attractions for potential tourists and encourage visitation. This study extends the stimulus-organism-response (SOR) model by incorporating telepresence and social presence as stimuli and elucidating these factors’ possible interplay in jointly shaping users’ cognition, affection, and (re)visit intentions. A 2 × 2 between-subjects experiment was conducted with a sample of 254 participants. Results showed that VR commercials with higher telepresence elicited stronger (re)visit intention, and this effect was mediated by cognition (i.e., education) and affection (i.e., entertainment, and esthetics). Such causal effects appeared stronger in contexts with lower levels of social presence. Findings offer valuable insight into the design of destination VR commercials.
It is well established that there is an academic achievement gap between students from high and low socioeconomic family backgrounds. However, how being brought up and living in different socioeconomic backgrounds impacts adolescent development, particularly their creative capabilities and creativity-related personality traits, is not well understood. This study compared creative capabilities and traits of 8th grade students of 2 school districts: a suburban, upper-middle class community and an urban community with a large proportion of families under poverty, located in a northeastern state. The results provide compelling evidence for a creativity gap. The study also found a possible mediating role of academic achievement and intrinsic cognitive motivation, suggesting that the psychosocial processes and mechanisms leading to the creativity gap are tractable. Implications of the findings for optimal adolescent development and social interventions are discussed.
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