As a classical social science discipline concerned with the study of “human culture”, anthropology has an extraordinary explanatory power to interpret social problems in the tourism context. However, the recent upsurge in the use of anthropology to study tourism has created problems that require investigation. A systematic examination of the “anthropology of tourism”, as precedented upon the knowledge spillover of anthropology into tourism research, is required to understand this emerging field. Therefore, this paper provides a theoretical analysis of knowledge spillover from anthropology to tourism research from three angles: perspective, theory and method. It also identifies specific cases and reflects upon the procedural problems within knowledge spillover. This research finds that anthropological perspective provides research proposals for the interpretation of social phenomena in the tourism field, which can be classified into the following three categories: “overall and local”, “macro and micro” and “internal and external” perspectives. Secondly, as a mature social science discipline, anthropology provides a theoretical tool for tourism researchers to revise their understanding of tourism phenomena. Thirdly, the long-term tracing of typical cases and ethnographic methods used in anthropology has had a profound impact on tourism research, and the ethnography of diversified development expands the methodologies of tourism research, providing an effective tool for tourism researchers to gain insight into their subjects’ perspectives, appreciate communities’ emotions and attitudes, and understand local culture. Finally, in order to ensure the knowledge spillover of anthropology is recognized by the academic community, tourism scholars should further broaden the applications of knowledge spillover, deepen the underlying theory, strengthen the absorption and creation of knowledge, and ultimately realize the sharing of knowledge between these two disciplines.

Literature is the “source” of academic thought and the “survival way” of postgraduate academic research. “Soaking in” vast archives and the extensive reading of literature can broaden horizons, provide academic “nutrition” and trigger creative inspiration. The in-depth reading of literature related to the selected topic and the clarification of ideas for conducting research are conducive to the construction of a logical and clear research framework. The careful examination of existing studies, research perspectives and methods, data collection approaches and processing procedures is necessary for the proper planning of research and the investigation of specific problems.

While the exhibition industry involves multiple stakeholders, the most important among these diverse actors are the exhibitors themselves, as they create profit for exhibition organizers. Studying exhibitors’ behavioral responses to particular exhibition brands is important for the sustainable development of individual exhibitions as well as the wider exhibition industry. This paper analyses exhibitor-based brand equity (EBBE), which is defined as the differential effect that an exhibition’s brand awareness has on an exhibitor’s response to the marketing of that exhibition. EBBE provides an important indicator to measure the success of an exhibition. Taking the 24th China Sign Expo and the 15th China International Machine Tool Show as examples, this study aims to examine the extent of EBBE, the relationships between exhibitors and exhibition organizers, and the effects of these relationships on overall EBBE. A survey is used to collect data, with 253 valid questionnaires gathered from exhibitors, and the statistical programs SPSS 21.0 and Mplus 7.0 are used to analyze the data. The study delivers several important conclusions: Both the exhibitor’s brand awareness and the brand’s perceived quality have positive effects on a brand’s perceived value, both brand awareness and brand image have positive effects on brand loyalty, a brand’s perceived value has a positive effect on brand loyalty, and both the brand’s perceived value and brand loyalty have a positive effect on EBBE. The results of this study have important implications for exhibition organizers: First, exhibition organizers should recognize the importance of factors that drive the overall EBBE. Second, as brand loyalty is a major determinant of the overall EBBE, exhibition organizers should endeavor to retain existing exhibitors. Third, since a brand’s perceived value also drives the overall EBBE, exhibition organizers should provide more valuable services to exhibitors. Finally, research limitations and future research directions are discussed.

This study uses information drawn from a literature review and interviews to construct a theoretical model that takes the online experience of tourists as the intermediary variable, the marketing ethics of e-commerce enterprises as the antecedent variable, and the tourist response as the outcome variable. The results show that the ethical marketing strategies employed by e-commerce enterprises in the travel industry significantly impact tourist responses through the mediation of the online tourist experience. Privacy protection, a safe and reliable experience away from home, and good faith management impact cognitive experience positively, while these same factors also have a positive effect on tourist response and combine with the consumer’s belief that the enterprise has fulfilled its social responsibility to influence affective experience in a similarly positive way. There is a strong internal relationship between these elements: the tourist’s cognitive experience positively impacts their affective experience; moreover, affective experience has a stronger impact on tourist response than cognitive experience. However, the cognitive experience creates an effect of partial mediation between the positive strategies used by e-commerce enterprises and the tourist response; likewise, affective experience plays a similar role in mediating the tourist response to privacy protection and good faith management, whilst completely altering the tourist’s perception of whether their experience has been safe and reliable. This study is important with regards to the construction of marketing ethics and the management of tourist experience in the online travel market.

Since the implement of Weekend System in 1995, people’s leisure time has gradually increased and holiday types have become richer. This paper establishes a theoretical model on holiday and tourism consumption to prove that different types of holidays have significantly varied effects on tourism expenditure, and whether they can effectively affect tourism consumption lies in if this type of holiday can enhance the travel willingness and tourism marginal propensity to consume. Based on 2016 Chinese Tourism and Leisure Survey data from former China National Tourism Administration, this paper finds that the domestic tourism consumption effect of Week Break is the most significant. An 10% increase in holiday time on Week Break is expected to promote domestic tourism consumption by 2.3%, and it will have a significant positive impact on tourism consumption for transportation, accommodation, entertainment, food and beverage, especially for accommodation. Besides, Paid Holiday has more obvious and stronger effect on the domestic tourism consumption, which provides great support for the implement of Paid Holiday System. However, National Day Golden Week makes less contribution to domestic tourism consumption and Public Holiday shows little significance. This paper verifies that the tourism consumption promotion effect of Week Break is closely related to the strong willingness of weekend trips and huge market demand through China's holiday economic data. Therefore, this paper suggests that in the future design of the holiday reform policy, we ought to not only pay attention to which type of holidays should be increased or decreased, but also focus on optimizing the combination efficiency within the existing holidays structure. It is advisable to encourage individuals and businesses to combine Week Break and Paid Holiday to form an efficient and flexible holiday, maximizing the tourism consumption effect of Week Break.

This article used Citespace, an information visualization program, to analyse 1252 relevant papers in the CNKI database of core Chinese journals from 1993 to 2018. The authors produced a knowledge map of tourism image research in China and then extracted the research author, research agency, burst word, keyword and cluster of this domain. Firstly, the results show that the critical study of domestic tourism images began in 1993, and the number of publications fluctuated with time; the largest number of publications came in 2011. Secondly, the analysis revealed that, whilst their research is widely available, the number of academics working in this field is small. There are just five core teams and six sub-core research teams. Ma Yaofeng is the author with the most significant number of articles, and Lu Xingyang is the author with the largest detection value on Burst. Thirdly, the strength of cooperation between research institutions often depends on their relative geographical locations, whilst inter-regional and inter-departmental cooperation is mainly based on the relationship of learning edge. The School of Tourism and Environment at Shanxi Normal University is the institution that has produced the largest number of publications. Lastly, the article shows that research concerning travel images in China has undergone three stages: exploration, development, and maturity. The research perspective is narrow, and the data sources are diverse. The research focuses on cognitive images, emotional images, and perception images, amongst others.