This study investigated how tour guide humor could influence tourists’ behavioral intentions in tour groups. Drawing on affective events theory, we explored the mediating role of positive emotion and the moderating role of the personality trait of openness on the influence of tour guide humor on behavioral intentions. Data were collected from 888 tourists nested within 52 tour groups. Findings clearly indicated that tour guide humor influenced tourists’ behavioral intentions directly, and indirectly through positive emotion. Furthermore, tourists’ openness significantly moderated the effects of tour guide humor on tourists’ positive emotion. Specifically, tourists with low openness were more likely to experience positive emotion as a result of tour guide humor. Additionally, tourists’ openness weakened the indirect relationship between tour guide humor and tourists’ behavioral intentions through positive emotion.

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This research explores Chinese rural migrant workers' perceived value of tourism from a social tourism perspective. The findings are based on 20 semi-structured interviews and highlight the benefits that tourism can bring to Chinese rural migrant workers. Theoretically, the study led to the developed of a six-dimension life work social self-realization emotional epistemic scale that shows Chinese rural migrant workers' perceived value of tourism based on life value, work value, social value, selfrealization value, emotional value, and epistemic value. Practically, the research provides useful suggestions for government on policy development and opportunities for the design of tourism products for Chinese rural migrant workers. This study challenges the existing understanding of perceived value, which has highlighted tourism value from a macro perspective but neglected to look at perceived value on a micro or individual level.

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