International Journal of Business and Applied Social Science

ISSN: 2469-6501 (Online)

DOI: 10.33642/ijbass
Journal Menu
  • Call for Papers: VOL: 9, ISSUE: 2, Publication February 28, 2023

current

VOLUME: 8; ISSUE: 12; DECEMBER 2022

Table of Contents

Articles

Author(s): Yilin Huang, Kaiwen Gao, Caleb Huanyong Chen*
Full Text
99    90

Abstract:
It is a crucial question for local governments and managers of tourism destinations to strategically restore tourism in the post-pandemic era. Taking Macau, a famous tourism city as a case study, this paper explored the underlying mechanism of visitors’ visit intention. We utilized multimedia electronic word-of-mouth (MeWOM) as a strategic marketing tool for the hospitality and tourism industry and established a theoretical framework. We proposed a sense of place as a mechanism to explain the effect of MeWOM on visit intention. In addition, we examined tourists’ perceptions in the post-pandemic context, including perceived sudden lockdown, psychological resilience, and state boredom as moderators. The present research provides implications for tourism marketing and managerial practices.
Creative Commons This Journal is licensed under a Creative Commons Attribution 4.0 International License.