Purpose This study aims to determine how the attitudes toward artificial intelligence (AI) of
religious tourists affect their AI self-efficacy and their engagement in AI. This study …

This study employs a cognitive approach to examine the intricate interplay among Chinese
cultural values, destination image, tourist satisfaction, revisit intention, and recommendation …

This study provides future directions for KTB's marketing strategy for more marketing content
design and insights into product design and travel experiences for the Chinese market. The …