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.

To better analyze the tourist experience of the Jinsha Site Museum, this study adopts a mixed research method, combined with questionnaire surveys, interviews, and online review data, to comprehensively analyze the tourist experience from three dimensions: cognition, emotion, and behavior. After statistical analysis of 223 questionnaire surveys and analysis of 530 online comments, it was found that tourists’ overall satisfaction with the Jinsha Site Museum reached 95.3%. In the feedback on interactive exhibitions, 63.8% of tourists hoped to add more interactive elements and technological applications. The above results indicate that the Jinsha Site Museum has been widely recognized by tourists in providing historical and cultural exhibitions and modern facility services. However, to meet the needs of more tourists, museums should consider innovating and upgrading in interactive exhibitions, adding technological interactive elements, and improving the usability and responsiveness of equipment.

The Huaiyang Canal, a significant section of the Grand Canal, boasts representative tourist attractions. This study analysis of online reviews from Ctrip and Mahive using R language, Gephi, ROST CM, and SPSS has provided insights into tourists’ perceptions of the Huaiyang Canal’s image. Key findings include: (1) Dominant landscape images encompass gardens, canals, and buildings, emphasizing the historical and cultural assets. Both cultural and natural landscapes equally captivate tourists. (2) The canal’s tourism image perception follows a “garden-history-canal” hierarchy with the canal as the central space and history expanding its tourism features. (3) The perceptions can be categorized into historical and cultural landscapes, man-made projects, and attraction perception. Despite varying tourist numbers in Huaian and Yangzhou, scenic spot experiences are similar. The overall perception of tourists is largely positive, but some express concerns about service attitudes and travel time planning.

Consumers, particularly women, pursue beauty and health in order to uphold their image within society, which has contributed to consistent demand for cosmetics. The cosmetics market, driven by globalization and cultural exchange, sees Thai cosmetics gaining popularity among Chinese women. There has been a significant rise in the popularity of Thai cosmetics, known for their natural ingredients and innovative formulations. With a growing interest in cross-cultural consumer behaviour, particularly in the context of skincare and make-up products, understanding how different age groups perceive and choose Thai cosmetics is crucial for effective marketing strategies. The main issue is the development of consumer preferences over time among Chinese women who have only recently been given the opportunity to choose among many brands. This qualitative study explores the intergenerational differences in Chinese female consumers’ preferences for Thai cosmetics, aiming to uncover rich insights into their perceptions, attitudes, and behaviours. The target population is female Chinese who have visited Thailand and purchased or used Thai-branded cosmetics. Key themes emerge regarding the perception of product efficacy, the cultural authenticity and the role of digital media and trends in influencing product choices. Findings highlight nuanced generational preferences, with older cohorts emphasizing trust and familiarity with established brands, while younger cohorts prioritize innovation, sustainability, and personalized beauty experiences. These insights provide valuable implications for marketers seeking to tailor strategies and product offerings to engage effectively diverse generational segments within the competitive cosmetics market.

This article explores the possibilities of developing Oman’s tourism sector under China’s Belt and Road Initiative (BRI). Tourism is a cornerstone of Oman’s economy, with the government prioritizing substantial efforts toward its development to foster economic diversification. This paper examines the broader efforts of Oman to strengthen its relations with China, which will indirectly benefit the tourism industry. This article presents a comprehensive analysis of the historical exchanges and future cooperation between China and Oman under BRI, specifically focusing on developing infrastructure and technology in Oman to support the tourism sector. It has been argued that BRI has the potential to significantly contribute to the growth and development of Oman’s tourism sector through increased investment and cooperation with Chinese counterparts.

Pattaya City is a well-known tourist destination in Thailand, famous for its beautiful beachfront, lively nightlife, and stunning natural scenery. Since 2019, the Eastern Special Development Zone Act, the so-called EEC (Eastern Economic Corridor), has positioned the city as a focal point for Meetings, Incentives, Conferences, and Exhibitions (MICE), boosting its tourism-driven economy. Infrastructure improvements in the region have accelerated urban development over the past decade. However, it is uncertain whether this growth primarily comes from development within existing areas or the expansion of urban boundaries and what direction future growth may take. To investigate this, research using the Cellular Automata-Markov model has been conducted to analyze land use changes and urban growth patterns in Pattaya, using land use data from the Department of Land for 2013 and 2017. The findings suggest an upcoming city expansion along the motorway, indicating that infrastructure improvements could drive rapid urbanization in coastal areas. This urban expansion emphasizes the need for urban management and strategic land use planning in coastal cities.