Purpose Kaiping Diaolou in Guangdong Province, China, is a UNESCO World Heritage site that is often used as a film location. This study aims to investigate the antecedents of film-induced heritage conservation behaviour in tourists visiting Kaiping Diaolou. The conceptual premises of...

Purpose This paper aims to generate knowledge of the impact of different virtual reality (VR) set-ups in tourism promotion regarding destination image, place attachment and behavioural intention. Design/methodology/approach The paper presents a comparative study of the impact of different...

Purpose The use of extended reality (XR) to create memorable experiences has attracted considerable attention, especially in tourism. Multisensory XR offers a new way of virtually previewing a destination before physical holidays. This study aims to explore how multisensory XR can be used at...

Purpose This study aims to investigate the effect of virtual reality (VR) as a communication tool for advertising on tourism destination image and the changes in destination attitude, clarifying how flow experience affects destination image, and examining how destination image mediates the...

Purpose Smart tourism technology (STT) has become prominent in the development of the tourism industry. This study aims to propose a model that integrates the cognitive–affective–behavioral model and trust transfer theory in the context of the 2018 Taichung World Flora Exposition, a...