Electronic Word of Mouth (eWOM) has become a pivotal factor influencing consumers’ decisions, particularly in the context of hotel services. With the advent of social media, it provides individuals with powerful tools to share its experiences and opinions about hotels. In this digital age, customers increasingly rely on online reviews and recommendations from their peers when selecting accommodations. eWOM on social media platforms has a substantial impact on customers’ perceptions and decision-making processes. This study aims to better understand the influence of eWOM by social media platforms on purchase intention of hotel services. To understand the influence of eWOM, this study uses the information adoption model as the model has been widely used in previous eWOM studies. The information quantity construct has been added to strengthen the model. The online questionnaire was distributed to social media users by using Google forms via social media platforms and only 210 of them were responded. The SmartPLS 4.0 software is used to analyze the data as the Partial Least Square-Structural Equation Modelling (PLS-SEM) is a method to confirm the structural equation models and to test the link between inert developments. Based on results, the information quantity and information quality of hotel services on eWOM positively influences the information usefulness and the information usefulness of hotel services on eWOM positively influences the purchase intention. The results lead to increase sales of hotel services and contribute to economic growth.

From the perspective of urban school symbiosis, examining the relationship between art universities and their respective cities has pointed out new social service paths for the development of art universities. This article summarizes the characteristics of art universities serving society in the context of urban school symbiosis, which helps to better understand the important role of art universities in serving society and provides theoretical reference for the specific practice of art universities serving society; Summarizing and summarizing the development path of art universities serving society under the background of urban school symbiosis can help better play the role of art universities in serving society and improve their effectiveness in serving society.

The evolution of the internet has led to the emergence of social media (SM) platforms, offering dynamic environments for user interaction and content creation. Social media, characterized by user-generated content, has become integral to electronic communication, fostering higher engagement and interaction. This study aims to explore the utilization of SM marketing, particularly in Higher Education Institutions (HEIs), focusing on Széchenyi István University’s academic social network sites (SNS) as a case study to enhance student engagement and satisfaction. The primary objective of this study is to review recent academic literature on SM marketing, especially for HEI marketing, and investigate the potential of the University’s SNS platforms as a case study in increasing student engagement. First a systematic literature review was conducted using Scopus and Science Direct databases to analyze recent research in academic SM. Then the article examined the University’s website and SNS platforms using the Facepager program to collect and analyze posts’ content. The findings from the literature review and observation indicate the growing importance of SM in higher education marketing. The university’s use of various SM strategies, such as visual storytelling, multimedia content, blogs, and user-generated content, contributes to increased student engagement of the university’s values.

Political identity is of special significance to the political construction and social development of contemporary China. Returnee lecturers are an important part of the university teaching team and an important force in training socialist builders with Chinese characteristics. An empirical survey was conducted on 35 returnee lecturers in universities in Jinhua area by means of questionnaires and interviews. The results show that the political identity of the returnee lecturers is generally good, but there are some problems, such as political party identity, national identity, institutional identity and interest identity need to be improved. As a result, factors such as gender, political profile and length of stay abroad have a significant effect on the political identity of returnee lecturers. The paper concludes with some initiatives, such as strengthening ideological and political education, improving remuneration and promoting career development.

service-learning activities are effective in higher education programmes. During the COVID-19 period, universities have implemented this methodology and students have improved their social and practical skills. The purpose of this article is to analyse the role of higher education in the process of adapting teaching based on experiences designed for students to serve the community. This research presents the results of a specific service-learning experience of 35 students from the Teamworking programme during the academic years 2020–21 (online) and 2021–22 (face-to-face), in collaboration with the San Juan de Dios Foundation in Madrid, which provides care for people with disabilities. Students evaluated the experience through a quantitative study based on a questionnaire previously developed by Folgueiras (2013), divided into four dimensions. Students also provided some feedback, explaining that this experience changed their perception of people with disabilities, considering the personal value of contributing to social inclusion through service learning. The results show that through the Folgueiras model, students have strengthened their social skills and competences, and through an applied training project that offers the opportunity to build a real relationship through different activities, where learning was at the centre of the interaction between students and young people with disabilities. In conclusion, although the evaluation was positive in terms of the students’ professional and human development, this project requires continuous improvement in the long term, since the subjectivity of human relationships follows a dynamic course with variables that are sensitive to time and individual experience.

Promoting travelling intention within social media is significant for stakeholders to grasp a new tourism market and cultivate a new model for development of tourism industry. This study aims to understand path of destination image affecting travelling intention, and to investigate the mediation role of perceived value, furthermore, to uncover the role of moderator of situational involvement. This paper conducts a survey on tourists visiting Guilin, collecting 435 questionnaires, and uses the structural equation modeling method to explore how the image of the tourism destination affects tourists’ willingness to travel. The research results indicate that cognitive image, emotional image, and projected image all have a significant positive impact on perceived value, perceived value as a significant mediator to bridge the relationship among the destination image and tourists’ travel intention. Furthermore, situational involvement plays a negative moderating role in the mediating effect of emotional value. This study endeavor will serve to enrich the understanding of perceived value theory, destination image theory, and tourism consumer behavior theory. It will also provide theoretical foundations and policy recommendations for guiding tourism consumer behavior, analyzing destination image perception, and destination marketing.