20 September 2025, Volume 17 Issue 5

    

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  Escape and Search: An Exploratory Study on the Interaction Mechanism between Tourists and Travel Time Types

  Tourism Research. 2025, 17(5): 1-12.

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  The tourism field is based on a spatio-temporal perspective, yet the temporal dimension has not received sufficient attention consistent with the spatial dimension. Guided by the unified view of time and space, this article aims to extract the types and implications of travel time and explore the interaction mechanism of travel time types. Based on the travelogue guide of Ctrip website and supplemented by NVivo software, text analysis and coding work are carried out. The research finds that the types of travel time can be divided into the time of the source of tourists, the time of the destination, the time of tourists and the perception of time. The allocation and handling of limited time by tourists in a semi-self-controlled state express their attempt to escape from the time in the place of origin and their self-choice of the time at the destination, ultimately culminating in their reflection on the meaning of individual life and the world of daily life.
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  What Factor Makes the “Tourist Cities Explosion”? Dynamic QCA Analysis Based on Sample Data from 12 Cities

  Tourism Research. 2025, 17(5): 13-29.

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  The viral spread of internet sensations like Zibo's barbecue craze and Kaifeng's “Wang Po Matchmaking” has turned tourism city “ explosive popularity” into a social hotspot. This study examines 12 cities that experienced such phenomena, applying the social ecosystem theory to collect 18 data indicators from 2016-2023 that could drive urban “ explosive popularity”. Through dynamic qualitative comparative analysis ( QCA) , it explores the spatiotemporal pathways and mechanisms behind this phenomenon. The research reveals three essential conditions: well-regulated supervision, sudden surge in online buzz and residents' warm hospitality. By analyzing commonalities and differences in regional development models, it proposes five strategies to boost cities' “explosive popularity”.
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  Research on the Development of Online Exhibition Audience Experience Scale

  Tourism Research. 2025, 17(5): 30-42.

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  Under the background of the rapid development of information technology, China's exhibition industry has gradually changed from “ offline” to “ online”. Current academic research on online exhibitions lags behind relatively. Aiming at the audience experience of online exhibition, this paper developed the online exhibition audience experience scale through grounded theory, and verified the good internal consistency, reliability and structural validity of the scale, taking the X company online exhibition as a case study through questionnaire. The results show that the online exhibition audience experience scale can be divided into six dimensions ( invisible atmosphere, tangible environment, social interaction, online content, entertainment interaction, online payment) . The scale highlights the differences between the online and offline experience perception, the disappearing process of the social dimension of the offline experience, cultural symbol dimension and destination dimension of offline experience on the online experience, and the similar impact on online experience from the invisible atmosphere and physical environment dimension of offline experience. The scale confirms the contribution of physical environment for the online exhibition, and it is the core of the audience experience of the online exhibition, because it is the most easily perceived factor that can make the audience have the first impression in the process of participating in the online exhibition.
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  Research on the Development of Tourist Perception and Its Influencing Factors in Film and Television Tourism Through the Lens of Media Pilgrimage

  Tourism Research. 2025, 17(5): 43-54.

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  As an important form of media, film and television productions are not only as vehicles for cultural value and entertainment but also as powerful tools for shaping the image of tourist destinations and enhancing tourist interest, which has important tourism research value. This highlights the necessity for comprehensive research. This paper examines tourists' behaviors, attitudes, and emotions through the lens of media pilgrimage theory within tourism sociology, analyzing the overall perception of tourists throughout the film and television tourism experience. It particularly emphasizes tourists' cognitive and emotional assessments before, during, and after their travels. The findings reveal that symbols and emotional representations influence tourists' decision-making; emotions and spatial elements enhance tourists' emotional experiences; discrepancies between expectations and reality shape tourists' perceptions; and community engagement and sharing reinforce tourists' identities after their trips.
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  Study on the Influence of Host-Guest Interaction on Tourists' Fit Behavior: A Case Study of Miao Village in Xijiang

  Tourism Research. 2025, 17(5): 55-68.

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  This study takes Xijiang Miao Village in Guizhou Province as the research object, aiming to explore the influence mechanism of host-guest interaction, emotional solidarity and flow experience on tourists' fitting behavior. By using SPSS 26.0 and Amos 27.0, the relationship model was verified through the structural equation model. The research results show that the host-guest interaction is not the direct cause of tourists' fitting behavior, but rather the result of the combined effect of emotional solidarity and flow experience; emotional solidarity has a significant positive impact on tourists' fitting behavior independently; emotional solidarity and flow experience have multiple mediating effects in the realization process of tourists' fitting behavior, which is reflected in the chain effect path of “ host-guest interaction → emotional solidarity → flow experience → tourists' fitting behavior”.
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  The Influencing Mechanism of Social Capital on Rural Tourism Homestays Performance

  Tourism Research. 2025, 17(5): 69-85.

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  Since the implementation of the rural revitalization strategy, the rural tourism industry has flourished, and rural tourism homestays have gradually become a hot topic in both business and academic circles. This study follows the logic of social capital - dynamic capabilities - performance and establishes a mediating effect model to investigate how social capital influences the performance of rural tourism homestays through dynamic capabilities. The findings reveal that rural tourism homestays can leverage their accumulated cognitive and relational social capital to develop adaptive capabilities including environmental sensing, integrative absorption, and innovation in response to external environmental changes, thereby exerting a positive influence on performance.
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  A Study on the Impact of Cognitive Image Focus on On-site Travel Intention in the Context of Short Video Marketing

  Tourism Research. 2025, 17(5): 86-98.

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  Based on the ABC attitude model, this study investigates the impact mechanism of cognitive image focus on on-site travel intention among short video users in the context of new media. By constructing a structural equation model, this study verifies the influence paths of the four dimensions of cognitive image focus on on-site travel intention through viewing experience perception. The results indicate that landscape image and service image significantly positively influence on-site travel intention through the mediating effects of escapism, presence and enjoyment. Facility image positively influences on-site travel intention through the mediating effects of presence and enjoyment, while the mediating effect of safety image is not significant. Additionally, interactivity positively moderates the relationship between presence, enjoyment, and on-site travel intention.