, Volume 3 Issue 4 Previous Issue   
Special Topics:The Explorations and Prospects of Tourism Research
On the Logic of Writing Quantitative Research Papers in Tourism
Qilou(Bill) ZHOU, Xiang(Robert) LI
Tourism and Hospitality Prospects, 2019, 3(4): 1-14.   https://doi.org/10.12054/lydk.bisu.124
Abstract( 76 )   HTML( 8 )     PDF(2098KB)( 46 )

Rigorous logic is an imperative indicator of the quality and scientificity of researches and papers. This commentary focuses on analyzing and explaining the implications, importance and specific requirements of logic in scientific writing in tourism. Several key observations are made. Firstly, research papers should seek to achieve logical self-consistency and ensure there is no inherent contradiction in writing and/or mathematical calculation. Self-consistent logic generally includes logical reasoning and mathematical logic. Secondly, on top of logical self-consistency, a research paper also needs to establish external consistency, which emphasizes that research design, arguments, conclusions and contributions should be extended from knowledge frameworks recognized by the academic community. At the same time, it also stresses corroboration with existing research paradigm and knowledge, thus adding credibility and reliability to the overall study. Thirdly, compositional logic in terms of written organization and expression is another important aspect of scientific writing. Research purpose and process should be delineated in a clear, comprehensive, correct and concise manner; conclusion and contributions should be convincingly articulated. Fourthly, when a paper falls into a logical dilemma due to research limitations, authors may need to delimit the subject matter.

Research Paper
Rethinking the Social Construction of Nature in Ecotourism Research
Qingming CUI, Honggang XU
Tourism and Hospitality Prospects, 2019, 3(4): 15-29.   https://doi.org/10.12054/lydk.bisu.119
Abstract( 57 )   HTML( 4 )     PDF(1556KB)( 36 )

Scientific knowledge is usually regarded as the basis for the management of natural environment and wildlife in ecotourism. However, recently social construction approach challenges the domination of natural science. This study aims at examining the effectiveness of social construction paradigm in ecotourism management, through conducting a content analysis of social media comments on an accident caused by a monkey in a Chinese ecotourism area, and exploring how Chinese people socially and culturally construct and response to the natural accident. The results show that people commented the accident from five aspects. First, the public expressed their compassion and mourning to the deceased. Second, people thought that the death was casual and absurd, life was full of uncertainty and we should cherish the present life. Third, people commented much on the deceased tourists’ company, which is a famous sugar brand with many Chinese people’s childhood memory. Fourth, people constructed the monkey as Monkey King, Golden Monkey (another famous sugar brand in China) and criminal. Fifth, people also expressed their explanation about the accident: caused by the mandate of heaven; caused by company competition; caused in conspiracy theory; and questioning the management. This study only seriously considers the comments about the mandate of heaven, in which, the accident was believed to happen under the mandate of heaven. This explanation is consistent with Chinese traditional construction of nature as “heaven”. The heaven is believed as the dominance of nature and human. It has its own rules and orders to arrange people’s entire life, which cannot be fully known by human, and thus cannot be changed or controlled by human beings. Therefore, most of people including the managers accepted the accident and did not explore further about the accident reasons. This construction inherits the enchantment of nature from pre-modern society, which attributes the causality to some supernatural power. In this case, social construction of nature does not benefit to effective ecotourism management.

A Study on the Impact of Bundled Packages Price Framework on Tourist’s Purchase Intention on the Online Travel Market : The Mediating Effect of Perceived Transaction Value and the Moderating Effect of Brand Knowledge
Ning LV, Jinli ZHANG
Tourism and Hospitality Prospects, 2019, 3(4): 30-49.   https://doi.org/10.12054/lydk.bisu.120
Abstract( 59 )   HTML( 2 )     PDF(1697KB)( 39 )

Consolidated and itemized pricing are two pricing strategies widely used on the online travel market. Based on the bundling phenomenon in online tourism market, and taking flight and hotel package provided by the online travel agency with the static bundling method as the research object, this paper investigates the effects of price framework on tourists’ purchase intention by considering brand knowledge as moderator and taking perceived acquisition value and perceived transaction value as mediators.

The results support the hypothesis that price framework has significant influence on tourists' purchase intention and perceived transaction value. In addition, bundles are evaluated more positively when presented with itemized price. There is no significant impact of price framework on perceived acquisition value, and the result shows that perceived transaction value exists the partial mediating effect. Regression analyses reveal that brand knowledge has a significant moderating effect. The findings suggest that there is no significant difference in purchase intention under different price frameworks if tourists’ brand knowledge to OTA is low. On the contrary, if tourists’ brand knowledge to OTA is high, tourists have higher purchase intention as price presentation is itemized price.

An Academic Investigation on the Ideological Logic of Tourism Philosophy and the Closure of Tourism World
Yuzhuo ZHU, Yanping WANG
Tourism and Hospitality Prospects, 2019, 3(4): 50-65.   https://doi.org/10.12054/lydk.bisu.123
Abstract( 46 )   HTML( 2 )     PDF(1685KB)( 23 )

As to the contents about tourism philosophy, this paper carries an academic investigation on the ideological logic. It also reflects the related thinking mode of geography to some extent. Tourism essence is one of the logic starts for tourism philosophy, but with the development of tourism industry, the volume of tourism phenomenon increased rapidly, and the attention was taken on tourism world which weakened that on tourism essence existed before. Meanwhile, time-space view is included not only for researches on tourism world, but also as an object for researches on the tourism essence, which means that studies on the Tourism philosophy carries a feature of inter-subjectivity related to the positions more and more.

The research contents get out from the hardcore of essence, move between the subject and the object, and develop continuously during this wandering. What’s more, tourists get into tourism world by traveling far, which means to remove the distance between the traveling world and the living world, in reality or in consciousness, and also means the travel world is pulled over here or traveling to the tourism world. An opposite concept was put forward, called far-off, which means to return the tourism world to the distance of the consciousness world or when the tour is over tourists will leave the tourism world and return to the living world, and back to the place of residence to move the travel world away. It also means the theory of the closure of the tourism world has been formally put forward, and the closing process of the tourism world is from the tourism world to the conscious world, and then to the subconscious world.

Review Article
A Review of Tourism Destination Marketing from Perspective of Sensory Marketing Theory
Xingyang LV, Haijun XU, Huifan LI
Tourism and Hospitality Prospects, 2019, 3(4): 66-92.   https://doi.org/10.12054/lydk.bisu.98
Abstract( 158 )   HTML( 3 )     PDF(1762KB)( 31 )

This paper aims to introduce the theory of sensory marketing by highlighting its significance and necessity to destination marketing, analyzing its basic principles and psychological rationale, and constructing a basic research framework for its application to the destination context. Two fundamental problems must be solved when applying the sensory method to destination marketing. One concerns how to effectively express and transmit the sensory information of destination resources and position; the other deals with the behavioral mechanism and outcomes of tourists in sensory marketing. Keeping these two problems in mind, this study further systematically summarizes and reviews the domestic and international literature on destination marketing from 2000 to 2016, in the perspective of each five-sense dimension, namely vision, audition, taste, smell and touch. A total of 191 English articles and 90 Chinese papers are obtained. Historically, the number of English literature shows an increasing trend, while the number of Chinese literature has not.The extant destination marketing research lacks a systematic thinking of the sensory perspective, whose use has not received due attention for a long time. Unfortunately, the indispensability of sense in the theory system of destination marketing has not yet been realized by scholars in this field. This will ultimately lead to the vacancy of “sense” in destination marketing. Overall, the overload of visual sense and vacancy of other sense dimensions in the extant destination marketing create new opportunities for sensory marketing. The allopatric nature of destination marketing makes the adoption of senses face a big obstacle, but special techniques can make up for this flaw. Multi-sensory interaction research is particularly scarce. The play of a synergistic effect among the senses is especially worthy of examination.

5 articles