Browsing by Author "Tanaporn Khotphat"

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    Avatar influence: How form realism and message appeal shape Generation Z's travel intentions
    (Elsevier Ltd, 2025) Zhen Su; Biman Lei; Shichang Liang; Tanaporn Khotphat; Qi Hu; S. Liang; Business School, Guangxi University, Nanning, No. 100 East Daxue Road, 530004, China; email: liangshch@gxu.edu.cn
    Although avatars have gained popularity in virtual reality marketing, research on their influence on Generation Z consumers' travel intentions remains limited. Drawing on the Construal Level Theory and the Elaboration Likelihood Model, this study examined the congruent effects of avatar form realism and message appeal on Generation Z's travel intentions through three experimental scenarios. The findings indicate that high-form realism avatars with rational appeal and low-form realism avatars with emotional appeal significantly boost travel intentions. These effects are mediated by believability and affect intensity and are more pronounced among individuals with low behavioral realism expectations. This study enhances our understanding of avatar-mediated persuasion in tourism marketing by linking core avatar attributes to consumer decision-making processes. These insights enable us to leverage the visual and verbal components of avatars to promote destinations that attract young travelers. © 2025 The Authors
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    Rural Tourism Households Adapting to Seasonality: An Exploratory Sequential Mixed-Methods Study
    (Multidisciplinary Digital Publishing Institute (MDPI), 2023) Zhen Su; Kun Xian; Dandan Lu; Wenhui Wang; Yinghong Zheng; Tanaporn Khotphat; D. Lu; Department of Tourism Management, Business School, Guangxi University of Finance and Economics, Nanning, 530008, China; email: ludandan@gxufe.edu.cn
    The inherent vulnerability of tourism poses a substantial challenge to maintaining the productivity and stability of livelihoods among rural tourism households. Although tourism seasonality significantly influences the livelihood activities of rural tourism households, research exploring how they adapt their livelihood strategies to achieve optimal outcomes is limited. Employing an exploratory sequential mixed-methods design that combines thematic analysis and fuzzy-set Qualitative Comparative Analysis (fsQCA), we investigated the relationship between the livelihood strategies and outcomes of rural tourism households under the influence of tourism seasonality in the Lijiang scenic spot of China. The results indicate that livelihood strategies adopted by rural tourism households include ÒTourism PersistenceÓ, ÒSeasonal EmploymentÓ, and ÒSeasonal FarmingÓ during the off-season and ÒExtending Working HoursÓ, ÒIncreasing Staffing InputÓ, and ÒIncreasing Capital InputÓ during the peak season. Furthermore, these strategies form flexible combinations to realize livelihood outcomes, with ÒExtending Working HoursÓ being a necessary condition. The findings also revealed that the four configurations of seasonal livelihood strategies in the two patterns significantly contributed to high livelihood outcomes. One is named ÒPeak-Season Driven PatternÓ; the other is named ÒPeak-Off Blend-Driven PatternÓ. These findings provide theoretical and practical insights for sustainable livelihood research. © 2023 by the authors.
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    The Influence of Seasonality on the Sustainability of Livelihoods of Households in Rural Tourism Destinations
    (MDPI, 2022) Zhen Su; Ruyi Wen; Yanyu Zeng; Kai Ye; Tanaporn Khotphat; Y. Zeng; Department of Tourism Management, School of Business, Guangxi University, Nanning, 530004, China; email: 2002302043@st.gxu.edu.cn
    Even though seasonality is an important concern in tourism research, only a few scholars have focused on the seasonality of rural tourism. Therefore, this study examines seasonality in rural tourism destinations. We adopt a mixed research approach to explore the sustainable livelihoods of households in rural tourism destinations from a seasonality perspective, using the case of rural tourism destinations in Yulong River basin, Guangxi, China. First, in-depth interviews and grounded theory are used to construct a sustainable livelihood model for households in rural tourism destinations under the influence of seasonality. Second, the model is tested using the data envelopment analysis model and statistical analysis. We find that (1) psychological capital, a previously neglected livelihood capital, is an important component of rural householdsÕ livelihood capital in rural tourism destinations under the influence of seasonality; (2) rural tourism does not significantly improve rural livelihoods due to seasonal influences; and (3) participating in tourism work in the off-season and combining it with other work practices are the main livelihood strategies of rural households to cope with seasonality; however, over-dispersing resources reduces the livelihood efficiency. This studyÕs findings will prove useful for policy formation by governments to deal with seasonality in rural tourism. © 2022 by the authors.