Alastair M Morrison

University of Greenwich · Department of Marketing, Events & Tourism

Film-induced tour guiding is evolving as a hybrid of storytelling and information and communication technologies. It is a contemporary approach to tour guiding with the sharing of visual, vocal, and celebrity effects via audiovisual clips before and on-site during tours. The main purpose of this research was to investigate the impacts of film-induc...

Introduction In 2023, air traffic reached 88.6 % of pre-pandemic (2019) levels (IATA, 2024), with global tourism cities as key beneficiaries (Graham, 2023; Marchesani et al., 2023). Similarly, theme parks have been found to be a major attractor for urban destinations globally (Liang & Li, 2023; Luo & Li, 2024) and catalysts for economic development...

Purpose This paper aims to compare the differences between single- and multi-person interactions in virtual tourism, underpinned by the stimulus-organism-response (S-O-R) framework and media richness theory (MRT). Design/methodology/approach In this study, quantitative data gathered from questionnaires applied to 558 individuals was analyzed by us...

Generation Z (Gen Z) is believed to be more socially and environmentally committed. While environmentally responsible behaviour is crucial to the success of sustainable tourism, little is known about Gen Z's specific environmental behaviours in tourism settings. In this research, the roles of Gen Z's consumption emotions and environmentally friendl...

Despite the lengthy history of the research on destination image from various perspectives, how pro-environmental destination image promotes resident environmental citizenship behavior remains underexplored. Grounded in the cognition–affect–behavior (CAB) model, this research investigated the translation of pro-environmental destination image into...

The intense competition amongst travel apps, regardless of their popularity, has made repurchase intention a critical financial challenge for travel providers. By combining the Stimulus-Organism-Response (S-OR) framework and the New Economic Geography (NEG) theory, this research examined how city tier disparities influence the experiential features...

Purpose This study synthesises the self-determination theory (SDT), expectation-confirmation model (ECM), and protection motivation theory (PMT) to formulate an integrated theoretical framework that elucidates the process of shaping the intention to continue using facial recognition payment (FRP) under the conditional impact of perceived technology...

Purpose-The purpose of this research paper was to determine which needs for incentives influence positive word-of-mouth (PWOM) among international tourists and how these needs differ based on the cultural orientation toward individualism and collectivism. Design/methodology/approach-This research used online surveys to gather data from 959 Australi...

Plain Language Summary How do information sources influence the purchases of tourism, culture and entertainment Purpose: This research analyzed the influence of four information sources on such buying based on data from the China Family Panel Studies (CFPS) from 2014 to 2018. Methods: Regression analysis was used to examine the relationships among...

Tourist civility is attracting growing attention from practitioners and scholars. However, the research on the effects of knowledge of tourist civility and Taoist values on tourist civility intentions (TCI) is incomplete. Based on the theory of planned behavior (TPB), an expanded and integrated framework was developed to explore TCI with data from...

Purpose Although it is acknowledged that entrepreneurial networks play a crucial role in fostering business model innovation (BMI) for start-ups, it is unclear how and when these networks affect BMI. This research developed a moderated mediation model to explore the impact of entrepreneurial networks on BMI in start-ups and examined the dual mediat...

The Handbook of Sustainable Urban Tourism focuses on an important topic, sustainability in urban tourism destinations, which is an under-researched area of study. Cities, in particular large cities, are important destinations that attract many types of visitors due to their complex characteristics and the variety of attractions they offer. However,...

Purpose This study aims to examine the use of the metaverse in tourism and hospitality to comprehend better how the technology might shape customer journey management, especially relative to information provision, experiences and customer benefits. Design/methodology/approach This explanatory research used a two-stage approach of media analysis an...

Sustainable tourist behavior is a rapidly growing field within sustainable tourism. This study contributes to this emerging body of knowledge through a systematic literature review combining bibliometric and qualitative analysis of 331 publications. Key themes in sustainable tourist behavior research, including intended and actual behaviors , were...

Artificial intelligence (AI) chatbots are pervasive in the travel industry and have significantly alleviated solo travelers’ concerns in trip planning and booking. However, many existing AI chatbots have yet to meet the expectations of solo travelers, especially when they demand more personalized information to assist in travel decision-making. Bas...

Using about 73,000 individuals’ data in China, this research, for the first time, analyzes the impact of labor transfer (LT) caused by foreign product demand (FPD) on human capital investment. Two-stage least squares estimation with the instrumental variable is applied and produced three findings. First, the FPD-LT model illustrates that with FPD i...

This research investigates residents’ pro-environmental behavior from the unique perspective of government-resident interactions. Guided by social movement theory, how local governments regulate residents’ waste-sorting behavior in Chinese rural tourism destinations is assessed. This longitudinal study (lasting from 2016 to 2022) uses participant o...

Purpose: A number of hospitality businesses are understaffed and are experiencing severe labor shortages, in various contexts. In many cases, hotels and restaurants are finding it difficult to retain and recruit motivated employees. In this light, this research uses key constructs related to the self-determination theory and integrates them with a...

Purpose The purpose of this study is to review empirical studies on the relationship between climate change and tourism for a period of 15 years, from 2007 to 2021. The main variables analyzed were research subjects, topics and economic development levels. Design/methodology/approach Literature review was used to analyze articles published on clim...

Sustainability has grown to become a major body of knowledge in tourism research (Espiner et al., 2019) since the advent of the first definition of sustainable development, coined by the United Nation’s Brundtland Commission Report (WCED, 1987). In 2005, the United Nations World Tourism Organization (UNWTO) developed a definition for sustainable to...

City destination branding is "the steps city destination management organisations take to develop and communicate particular identities and personalities for city tourism that are different from those of all competitors” (Morrison and Maxim, 2022, p. 139). What is the relationship between city destination branding and sustainable urban development?...

The concept of sustainable tourism emerged in the 1970s (Serrano et al., 2019), with early research in this field led initially by geographers and environmentalists to discuss sustainable development from an environmental perspective (Butler, 1999). Over the time, sustainability grew in importance and became increasingly embedded in tourism researc...

Purpose Drawing from resource orchestration theory, this research proposed an integrative model that leverages insights into counter resource constraints and uncertainty in start-up business model innovation (BMI). It investigated the influences of entrepreneurial networks and effectuation on BMI through bricolage in uncertain environments. Design...

The future of cities is important to everyone and to every sector of the economy, and not just tourism. Why is this? One reason is that the number of people living in urban areas is constantly increasing. Cities also produce most of the gross domestic product (GDP) in countries. Along with that, they are the greatest sources of greenhouse gases (GH...

Crisis events of various types (e.g., natural disasters, terrorism attacks, pandemics, economic downturns, political instability) can adversely affect the development of tourism destinations in the short to medium term. However, there needs to be more scholarly research on the classification attributes, spatial distribution, and impact structure of...

This research aims to address the lack of research on hotel employee resilience during a crisis (HERC) and the absence of a measurement scale to assess it. A mixed-method approach was used to conceptualize HERC, identify its dimensions, and build a measurement scale. In Study 1, an online survey of 69 employees from upscale hotels was conducted, re...

The Han culture is the Chinese national culture as well as a significant part of the world's costuming heritage. However, Han clothes (Hanfu) are little known outside of China. This research selected Xi'an, a famous historical city, as the case to collect data using the survey questionnaire method. Factor analysis explored the variables involved in...

The application of virtual reality (VR) promises unique visitor experiences in museum tourism; however, the underlying characteristics of the experiences still need to be well-researched. This research used world-famous paintings (Vincent van Gogh’ s The Starry Night and Claude Monet’s Water Lilies) as examples, combining flow theory and Stimulus-O...

Waste sorting is a practical way of handling the garbage and an effective strategy for facilitating sustainable waste management. This research extended the theory of planned behavior (TPB) with self-identity and moral norms to predict waste sorting intentions in a heritage context of tourism. A total of 403 valid self-administrated questionnaires...

Purpose This study aims to examine the empirical linkages among emotional experiences, national identity and behavioural intentions for red tourism in China. Design/methodology/approach Partial least squares structural equation modelling was applied to data from two rounds of surveys of 1,095 on-site visitors to Zunyi and Yan’an, two well-known re...

Purpose This research aims to explore generation (Gen) Z's personal branding on social media when job seeking. Design/methodology/approach Gen Z students, in their final year of university, were interviewed about personal branding, as well as recruiters and career advisors to gain insights into the recruitment process and expectations of online pe...

Purpose This study aims to use a bottom-up, inductive approach to derive destination image attributes from large quantities of online consumer narratives and establish a destination classification system based on relationships among attributes and places. Design/methodology/approach Content and social network analyses were used to explore the cons...

This study systematically reviewed enhanced employability and language competency in the context of international hospitality internships. A multi-method research design was applied to analyze the perceptions of student interns and industry practitioners. Research methods included a questionnaire, interviews with practitioners, and focus group meet...

The effect of hotel employee resilience during major crises lacks sufficient empirical investigation. This research aimed to develop a conceptual model of hotel employee resilience effects on turnover intentions and service quality with belief restoration as mediation and challenge stressors and perceived risk as moderation variables. A questionnai...

This study includes China and 197 countries from 1995 to 2019 as the research subjects. It considers trade in cultural products and inbound tourism as proxy variables of cultural communication and the visitor economy to analyze cultural communication’s impact on the visitor economy’s development and finds that cultural communication significantly p...

How to save resources and protect the environment at destinations is one of the hot issues in tourism. One effective solution is to cultivate tourist resource-saving behavioral intentions (TRSBI). Prior studies mainly use Structural equation modeling (SEM) to explore its antecedents, whereas other potential methods (i.e., fuzzy-set qualitative comp...

Purpose Based on text content analysis using big data, this study aims to explore differences in guest perceptions of peer-to-peer accommodations before and after COVID-19 to provide suggestions for the development of these properties in China postpandemic. Design/methodology/approach A guest perception dictionary was established by collecting Ctr...

Purpose This study aims to investigate the perceived benefits arising from tourist activities at natural disaster sites, to analyze the influence of perceived benefits on satisfaction and behavioral intentions and to identify origin region’s moderating role. Design/methodology/approach A research model containing dark tourism motivations (DTMs), t...

Purpose: A number of hospitality businesses are understaffed and are experiencing severe labor shortages, in various contexts. In many cases, hotels and restaurants are finding it difficult to retain and recruit motivated employees. In this light, this research uses key constructs related to the self-determination theory and integrates them with a...

Residents’ environmental citizenship behavior is essential to the environmental protection and sustainable development of rural destinations. However, previous research with regards to environmental citizenship behavior has focused on an employee perspective, rather than a resident one. Through the theoretical lens of the Stimulus-Organism-Response...

Tourists’ pro-environmental behaviors are critical to the conservation of cultural landscape heritage and for the sustainability of heritage tourism. Applying the theories of planned behavior (TPB) and self-congruity, this research explained the formation of tourists’ pro-environmental behavioral intentions (TPEBI). A total of 342 effective respons...

This investigation focused on the antecedents and impacts on volunteer pro-environmental behavior, and explored the effects of meaningfulness through pride and environmental passion according to the cognitive appraisal theory of emotions. A mixed method research design was used, consisting of interviews, observations, and surveys with volunteers. T...

The aim of this research was to examine the long- and short-run relationships among real expenditures on outbound tourism from China, economic growth and international trade for the period of 1995 to 2018, applying a newly developed cointegration test—the Bootstrap Autoregressive Distributed Lag framework. Evidence of cointegration was found when e...

Improper waste disposal of tourists has detrimental impacts on the environment, economy, and people in rural destinations. Separating at the source is an effective means to mitigate these adverse impacts on rural destinations. Hence, identifying factors influencing tourists’ waste sorting intentions in rural destinations is critical to the sustaina...

This research adopts the view that tourists can feel destinations belong to them emotionally (destination psychological ownership). An ownership route for promoting tourist environmentally responsible behavioral intentions (TERBI) is examined based on the theory of planned behavior, with perceived environmental responsibility and place attachment a...

How to alleviate tourist incivility (i.e. social and environmental deviant behaviors) is not only a practical concern but an emerging tourism research topic. Advocating civilized tourist behavior could be an effective tool in enhancing sustainable tourism. In this paper, we test how tourists’ anticipated emotions and perceived severity (of tourism...

Purpose –The main aim of this research was to explore specialty coffee experience dimensions and what drives revisit intentions through experiencescapes. The theoretical framework on experience co-creation in food and wine consumption by Carvalho et al. (2021) was employed to explore the dimensions of specialty coffee shop experiences and specialty...

Tourists' green behavior plays a significant role in sustainable tourism development. Most of the previous research considered tourists exert green behavior independently, neglecting the influences of tourist-to-tourist interaction and the culture they are embedded in. This study took Chinese tourists visiting two lake tourism destinations (West La...

The main purpose of this chapter is to propose a conceptual model of transformational tourism. The transformational process for tourists is explored through an analysis of tourism experiences in Sri Lanka. Based on a thematic analysis of in-depth interviews, two themes were identified: (1) The healing and inspiration of Sri Lanka; and (2) self-refl...

Informal employment in tourism is an important component of urban economies. A mixed-method approach using a questionnaire survey combined with in-depth interviews was used to analyze urban resident perceptions and attitudes toward tourism informal employment in Beijing, while considering the residents as both hosts and consumers. The results showe...

The effects of entrepreneurial networks and effectuation on business model innovation (BMI) are widely recognized. However, the existing researches focus on the driving of entrepreneurial networks (external factor) and effectuation (internal factor) on BMI separately. Few studies explore the combination of internal and external drivers. Consequentl...

Purpose The effect of hotel employee safety behavior has not as yet been investigated. The purpose of this research is to determine the impact of hotel employee ternary safety behavior on negative safety outcomes, as well as the moderation effects of job vigor and emotional exhaustion. Design/methodology/approach A questionnaire survey of 16 mediu...

Limited research assesses the impacts of crises on hotels from the individual employee perspective, and hotel employee perceived crisis shocks (HEPCS) lack empirical investigation and scale development. This mixed-method research conceptualized HEPCS and validated a measurement scale for HEPCS through three studies. In Study 1, 99 employees from 24...

Purpose – This article examines critically the literature on transformational tourism and explores a research agenda for a post-COVID future. Design/methodology/approach – A systematic review of the transformational tourism literature is performed over a 42-year period from 1978 to 2020. Findings – Further research is required in terms of how t...

Tourism destinations are prone to crises and disasters that can cause significant loss and damage, with cities even more exposed to such events due to their complex nature. This was evidenced by the current coronavirus pandemic that had a devastating impact for many city destinations. Yet, this is an area of research that has attracted little atten...

Unmanned hotels are regarded as the future of hospitality in a post-Covid 19 world, based upon smart, contactless self-service technologies (SSTs). The purpose of this research was to determine if unmanned smart hotels create more positive outcomes such as enhanced experiential satisfaction and experiential loyalty. Grounded on Cognitive Appraisal...