PurposeThis paper aims to investigate whether cultural intelligence will influence Chinese tourists’ travel satisfaction, revisit intention and word-of-mouth communication.Design/methodology/approachAn online survey was conducted to collect data from 614 adult Chinese tourists, who have overseas travel experiences. Then, the Statistics Package for the Social Sciences (SPSS) and the structural equation modelling (SEM) were employed for data analysis.FindingsThe findings confirm that cultural intelligence has significant positive impacts on tourist satisfaction, revisit intention and electronic word-of-mouth (eWOM) communication. Additionally, tourist satisfaction significantly affects tourist eWOM communication.Originality/valueThis study provides theoretical and practical contributions regarding the effects of tourist cultural intelligence, especially on tourist post-travel evaluation and behavioural intention, which has been merely investigated in extant tourism research.
The application of neurophysiological techniques to marketing and consumer research has seen tremendous growth in recent years. To provide a comprehensive overview of neuroscientific methods, the authors first review extant conceptual and empirical studies on neuromarketing and consumer neuroscience, based on these the rationale, features, and applications of neuroscientific techniques are systematically summarized. Next, the authors discuss how neurophysiological methods were applied to the research on customers’ cognition, emotion, and behavioral responses to marketing stimuli, and illustrate how neuromarketing studies extend the knowledge boundary and contribute to marketing theories and practices. The limitations of current neuromarketing tools, studies, and methodology are concluded as well, and future directions are presented accordingly. This paper contributes to the literature by offering a clear research insight into the application of neurophysiological methods. By articulating principles, methods, contributions, and directions of neuromarketing, this paper may benefit the development of neuroscientific tools being a more well-established and commonly used marketing research approach and offers a guide to scholars who are dedicated to consumer neuroscience research.
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