Tourism enterprises have long face the dilemmas of human resources shortage and talent loss, mainly due to the mismatch of labor supply and demand in the external market, and the simple and sloppy internal job setting and human resources management (HRM). The wave of digitalization provides opportunities for solving the aforementioned problems, but it also poses new challenges. The main manifestations are: (1) the digital era has shaped a new scene of tourism, giving rise to new tourism demand, and the new period of tourism enterprise labor demand characteristics and skills structure have been transformed; thus, tourism practitioners need to possess digital management, analysis, innovation, service, and learning abilities. (2) Digital technology (DT; e.g., intelligent machines and big data analysis) is reshaping the division of labor and service functions of tourism services, and its wide application partially replaces human employees (especially in programmed repetitive labor); however, it may also be possible to enhance employees through system support, human-computer collaboration, and so on. Thus, its impact is structural. HRM in tourism enterprises must pay attention to the potential digital divide and digital equity issues in the digital transformation of tourism and ensure that the intelligence and convenience of DT can benefit every stakeholder equally. (3) DT has also enlivened flexible labor, thereby changing the shape of flexible labor through three aspects: new work arrangements, nature of work, and status of workers. In the digital era, the flexible employment management of tourism enterprises must be optimized by deepening the governance of the flexible employment platform and improving the workers’ rights and interests protection system. (4) The digital era poses challenges to the internal HRM of tourism enterprises in terms of responsibility attribution, lack of digital capacity, data security, and customer privacy protection, and also brings opportunities to enhance and optimize the scientific management of talent identification and recruitment, training, performance management, employee relations, and employee retention. In the digital era, HR managers of tourism enterprises must bridge the gap between technology and human nature, pay attention to the ethical dilemmas brought about by the application of DT, and adopt an open and adaptive mindset. (5) DT can also empower the matching of market supply and demand of labor in tourism enterprises, that is, make the quantity of labor supply and demand in such enterprises dynamically balanced through informatization changes, improve the structure through intellectualization, and optimize the docking through platformization.

The rapid proliferation of immersive tourism performance has outpaced academic research, which has created a disparity between development in practice and scholarly investigations. Notably, characterized by interactivity and participation, immersive tourism performance hinges primarily on visitors’ embodied experiences within the local context, and further exploration of specific dimensions of immersive tourism performance is warranted. Guided by embodiment theory, we construct an experience quality evaluation of such performance based on tourists’ body, cognition, and situational factors. We further adopt content analysis and interpretative phenomenological analysis (IPA) to comprehensively evaluate immersive tourism performance, considering network evaluation as the analytic text. Our study derives the following findings: (1) The experience quality evaluation system of immersive tourism performance is constructed from four dimensions, with particular emphasis on the role of “body” factors in tourism experience, to accurately and comprehensively measure the quality of immersive tourism performance experience. (2) The quality of tourism experience is relatively satisfactory. Tourists have a good evaluation of embodied participation and experience situational dimensions, while the evaluation of product cognition and service cognition is at a general level. (3) Tourists obtain flow and meaning experiences in product cognition, and the generation of meaning experience can bring more lasting satisfaction, while performance rhythm plays a catalytic role. The service cognition indicators are rated low, which suggests that the various services provided by immersive tourism performance to tourists are not ideal. Physical participation includes the multi-sensory experience of using the body passively, with vision as the dominant factor, and the somatosensory experience of using the body actively, with kinesthetics as the dominant factor. The latter facilitates easier stimulation of tourists to exert their subjective initiative; it extends the experience situation and adds social situation elements based on previous research. (4) IPA reveals that the performance team, sense of substitution, sensory experience, and other elements are its advantages, which must be maintained in the future. The performance rhythm, atmosphere of fellow tourists, service guidance, and other elements fall into the opportunity area, which should be further developed and improved. The performance content factors fall into the key improvement area, and the immersive tourism performance project must take effective measures immediately. The study broadens the research perspective of tourism experience quality, enriches embodied experience research context, and presents recommendations for upgrading the quality and competitiveness of immersive tourism performance.

National parks are one of the most important fields to highlight the achievements of China’s ecological civilization. The key to improving national identity is making the projected image fit the perceived image of national parks. Considering Wuyishan National Park as an example, this study collects Ctrip reviews and official publicity texts on Wuyishan National Park. Based on the tourist gaze theory, we use the latent Dirichlet allocation (LDA) theme model to analyze the similarities and differences between the official projected image and tourists’ perceived image of the national park. We obtain the following results: (1) National parks’ image in the network context contains five dimensions—natural resources, cultural resources, tourist experience, facilities and services, and value status. (2) From the perspective of the core high-frequency words of image cognition, the coincidence rate of projected and perceived image is only 1/3. The broadness of the official propaganda is in sharp contrast to the specificity of tourists’ perceptions and experiences. (3) The comparison of different dimensions reveals that the natural resources dimension exhibits a high degree of projected and perceived image fit, while dislocation exists regarding other dimensions. Accordingly, we use the two-dimensional quadrant method to construct three regions of the national park image: maintenance, advantage, and improvement regions. According to the characteristics of different regions, strategic suggestions are proposed based on the leadership of national park management organizations.

Based on the theory of planned behavior “TPB” and TAM, this study introduces the construct of “worry” to integrate this theoretical model and then proposes some relevant hypotheses. The results of using PLS-SEM to test the data reveal that subjective norms, reservation attitude, and perceived behavioral control have a direct significant impact on the behavior intention of attractions reservation. Compared with perceived ease of use, perceived usefulness has a greater influence on perceived behavior control. The “worry” caused by the epidemic exhibits a direct influence on subjective norms and perceived behavioral control. The model exhibits good explanatory and predictive power. This study also provides a theoretical basis and practical suggestions for tourist attraction reservation from the perspective of technology and management.

Cultural landscape is an important carrier of regional culture and precious tourism resources. The vigorous development of cultural landscape tourism is an important measure to promote cultural self-confidence and self-improvement and promote the high-quality development of the cultural tourism industry. Employing basic data from CNKI, this study uses CiteSpace software to create a visual presentation of relevant literature, and combines this with literature analysis. We conducted a systematic review of China’s cultural landscape tourism from the aspects of development, resources, and perception. Future research should conduct in-depth discussions in three aspects: consolidating the basic research and building a solid theoretical foundation, updating the research methods and enhancing the integration of disciplines, and expanding the research dimension and deepening the research content.