All kinds of special events are ubiquitous in social life. Shining brightly in people’s daily life, colorful events can not only help people define the meaning of life, but also promote the development of social culture, community, religion and nation. In view of this, Goldblatt (2008) puts forward that “eventology” is the science about how to create positive benefits for all members of the society through special events. From a global perspective, event studies is expanding into broader issues such as social and environmental impacts, heritage management, incentive travel and attendee’s experience. Hopefully, it may further infiltrate the field of personal life. Based on the theories of experiential learning and human growth stage, the paper analyzes the theoretical basis of eventology as a kind of world view, and then builds a framework of the world view of event, starting from the essence of special events and with the support of theory of governance by network and Event System Theory (EST). The authors argue that as a new theory to look at the world, the world view of event can provide people with several basic perspectives to observe and analyze things from seven dimensions, namely the experience and attached meaning (corresponding to the value), the ritual (corresponding to the symbolic meaning), the scenario (corresponding to the specific time and space), the objective (corresponding to the attributes of event/things), the multi-stakeholders (corresponding to the related people), the whole process (corresponding to the management process) and reconstruction (corresponding to the change of elements). From the perspective of “life theory”, this paper preliminarily studies the theoretical construction and functional realization of special events in personal development and good life construction, and provides a new perspective for the research on good life. On the other hand, expanding the event to a wider area of life service will help to enhance the status of tourism industry, and also enrich the teaching and research of tourism, exhibition and events.

In response to the current situation in which the theoretical study on tourism geography is relatively weak, this article has pointed out that the major way to extricate us from this dilemma is to clarify the core research topics in tourism geography, follow up the current methodological turn, and keep up with the new phenomenon in tourism geography. Evolutionary economic geography, which has emerged as a powerful explanatory paradigm, explains the long-term change in human-environment interaction of tourism from a dynamic perspective. However, in terms of methodology, EEG is essentially a process study which is an effective way for theoretical construction. Therefore, interpreting the development of tourism destination and the change of tourist behavior through process studies may be deemed as a new attempt to build up the theory of tourism geography. On these grounds, the paper constructs the theoretical framework of tourism geography, using the main elements of tourism system as the basic research subjects, and the process studies as the core research approach. Based on that, we will eventually come up with literature, models, prediction and mechanism relevant to tourism geography.

The nature of tourism industry determines the influence of external environment variables on efficiency measurement. By taking the data of input and output of tourism industry from 1997 to 2015, this essay uses the method of three-stage DEA model, which can calculate the influence of environment variables on tourism efficiency, and then put forward some strategies and suggestions for provincial tourism development. The results show that the tourism efficiency of most provinces has changed after considering the external environment variables, and the external environment variables still have great influence on tourism efficiency at the present stage. The influence of external environment variables on tourism efficiency has presented some pattern of spatial differentiation. The total efficiency and scale efficiency has generally declined with the adoption of external environmental factors in three major areas. In particular the tourism development in western China is mostly affected. However, the pure technology efficiency has generally increased with the adoption of external environmental factors, especially in eastern China. According to the results of three-stage DEA calculation, the provincial tourism efficiency is divided into 4 types, and then some optimization countermeasures are suggested. In the future, for one thing, the external environment should be optimized to improve the pure technology in eastern China, in order to promote the intensive development of tourism. For the other, the external environment in central and western China should be optimized to reduce the scale efficiency, and reduce the extensive operation of tourism development.

：Medical tourism refers to the tourism activity for the purpose of medical care, healthcare, rehabilitation and recovery. The theory of planned behavior is one of the most widely used psychological models that examine the factors influencing behavior. Based on this theory, behavioral intention is predicted from three antecedents: attitudes about behavior; perceptions of important others’ approval of performing the behavior (subjective norms); and perceived control over performing the behavior. This paper used the theory of planned behavior to investigate the medical tourism beliefs of Chinese residents. Furthermore, contextual factors have significant effects on the behavioral intentions, and marketing level has been approved to be one of the important contextual factors. Thus, this present study examined how attitude, subjective norm and perceived control influenced medical tourism intention based on the theory of planned behavior, and the moderating effect of medical tourism marketing. Multiple linear regression analyses showed that when the attitude toward medical tourism was more positive, the external circumstance was more supportive, and the perceived control was stronger, individuals showed higher intention for medical tourism. In addition, perceived marketing level of medical tourism could weaken the relations among attitude, subjective norm, perceived control and behavioral intention. In the future, this paper proposes suggestions to increase the purchase of medical tourism products, including highlighting the promotion and marketing of medical tourism, and increasing the international service qualities to attract more Chinese medical tourists.

With the development of mobile internet and social networking platforms, microfilm advertising has become an important marketing tool for many tourism destinations. However, in terms of marketing effects, there are very few destination microfilms that can attract enough attention and arouse consumers’ desire effectively. What kind of destination microfilms is more likely to be shared by viewers? This study is conducted to explore the intensity of positive emotions triggered by microfilms and the source of microfilms.

The results of Study 1 demonstrate that the intensity of positive emotions triggered by destination microfilms may significantly affect the willingness of viewers to share. The higher the positive emotions are, the greater the willingness to share. Study 2 and Study 3 show that, compared with videos of unknown places, videos related to hometown are more likely to be shared by viewers. At the same time, study 3 further confirms the influence of emotion intensity on the willingness of viewers to share. The findings of this paper enhance our understanding about the role of destination microfilms in viewers’ willingness to share. Furthermore, this study has practical implications for brand communication. For destination marketing organizations, our advice is that if they want to obtain a higher click through rate and widespread publicity, they should pay more attention to the interest and the psychological needs of potential tourism consumers than before so as to produce more interesting microfilms for the target audiences. At the same time, destination marketing organizations should strive to inspire and guide local residents’ nostalgic feelings for hometown, sharpen their awareness of the local tourism resources and arouse their enthusiasm for the dissemination of microfilms, thus greatly improving the communication of the destination tourism brand.

Emotion is crucial in tourist experience, which has an important influence on tourist satisfaction, word-of-mouth and revisit intention. By reviewing the concepts and dimensions of affect in psychology, this paper aims to understand the present situation and research progress of emotion in tourist experience, and to compare the research progress of emotions in tourist experience both at home and abroad. Through the process of literature review, it is found that the current emotional research in tourist experience mainly focuses on the following six aspects, respectively, (1) The discussion of emotion in tourist experience from the perspective of logical thinking. Emotional researchers generally agree that affect is a more comprehensive concept, which includes moods and emotions; (2) Exploring the relationship among variables, such as emotion and tourist satisfaction, loyalty and other outcome variables; (3) The study of some specific emotions, such as nostalgia, regret, happiness and so on; and (4) The factors influencing emotional evaluation; (5) The measurement of emotions. From using emotional scales developed by emotional theorists to develop tourist emotion scales. Nowadays, some psycho-physiological methods are used to measure the real-time emotional responses; (6) Other related research: using big data to analyze the emotional experience of tourists. Although studies have been made to explore the relationship between emotion and outcome variables in different research contexts, however, the antecedents of emotions and the identification of emotional triggers in specific situations are limited, which should be the focus of future tourist emotion research. Only in this way we may deepen our understanding of the emotional experience, so as to design tourism products more effectively and enhance the tourist experience.