Purpose This study aims to understand tourists’ travel intention during the COVID-19 pandemic by using the theory of planned behavior (TPB) with additional causal links and moderators. The three research objectives of this study are to explore basic causality, mediating effects of attitude and moderating effects of age and perceived risk, of the extended TPB model, respectively. Design/methodology/approach An online survey was conducted in Taiwan during the COVID-19 pandemic. In total, the survey generated 351 responses. The structural model analysis was performed to test the cause-and-effect relationships in the traditional TPB model and the mediating role of an individual’s attitude regarding travel during the COVID-19 pandemic. The SmartPLS multi-group analysis procedure was applied to test the moderation effects of age and perceived risk. Findings It is found that the perceived behavioral control is the main contributor of travel intention for the traditional TPB while attitude partially mediates the relationship between subjective norm and travel intention for the test of mediation. Also, moderation tests confirm that both age and perceived risk show significant moderating effect only on subjective norm to travel intention relationship. Originality/value The novelty of this research is that this study proposed and verified the mediating influence of attitude and two additional paths, the moderating influence of age and perceived risk, which deepened the understanding of the TPB model and the impact of COVID-19 on travel intention. Because TPB model is context-dependent, using one mediating and two moderating variables allows the study to understand how TPB functions in a different situation.

Purpose Many tourism-related industries, such as hotels, use social media as a marketing tool for promotion and distribution. This paper aims to use a model that explores the impact of social media platform image (SMPI) on customers’ visit intention (VI) in a hotel context, using hotel image (HI), motivation (Mot) and anticipated service quality (ASQ) as mediators. The objectives of this study are then: to understand the interactions between the two brand images, to test the mediation effect of HI, Mot and ASQ and to investigate how this interaction contributes to customers’ VI to hotel. Design/methodology/approach This study used a convenience sampling method that targeted respondents who are willing to book a hotel using a social media platform such as Facebook and a hotel reservation website (Agoda, Airbnb, Booking.com, Hotels.com and Trivago) that have forums that allow customers to share their experiences. The survey was conducted through various social media platforms, with 349 responses being collected. Findings This study finds that SMPI contributes to Mot largely through HI, Mot partly mediates the relationship between HI and ASQ and Mot contributes to VI mostly through direct impact and a small part through ASQ. The findings also indicate that SMPI is less potent in terms of contributing to the later constructs if HI is low. Practical implications This research provides practical implications for marketers serving the hotel industry, and social media sites, and establishes the interrelationship between them. This research also offers insight to the hotel managers for using social media platforms to attract potential visitors because social media platforms in recent years have become significant contributors to customers’ decision-making process of booking and visiting a hotel. Originality/value This study provides results on how social media platforms can be caused to become a more effective hotel promotion channel.

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Holbrook and Hirschman (1982) suggest that consuming experiences are derived from consumers' perceived value. This type of consumers depends on sensations, emotions and enjoyments to form their experiences. Hence, consumers' destination image and place attachment determine their destination choice. The aim of this study is to understand the relationships between experience values, destination image and place attachment. The image of the business circle inside Kenting national park is always controversial. However, the study of the relationships between the image of the business circle and visitors' recognition are scarce if not non-existed, which prompted this study. The study used convenient sampling method to survey the visitors inside the business circle of Kenting national park, which yield 418 valid responses. The finding suggests that: (1) consumer return on investment, service excellence and aesthetic value are the experience values that contribute most to the formation of destination image, especially consumer's return on investment (ROI), (2) product image, perceived facility quality and price image are the destination images that contribute most to the formation of place attachment, and (3) consumer's ROI, service quality, aesthetic value and playfulness value are the experience values that contribute most to the formation of place attachment, especially the playfulness value.

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