Although destination publicity is widely used in tourism marketing, there is a lack of studies specifically examining its role in national park tourism. Thus, this study looks into the effects of publicity and electronic word, of, mouth (e-WOM) on tourists' visit intention to Wakatobi National Park, an internationally recognized marine destination known for its commitment to sustainable tourism. Grounded in the stimulus–organism–response (S, O, R) framework, the proposed model includes five constructs: publicity, destination personality, e-WOM, destination preference, and visit intention. Responses from 208 potential tourists were gathered through an online survey and analysed through structural equation modelling. The findings indicate that publicity enhances destination personality significantly, which further enhances the intention to visit. E-WOM has a direct impact on destination preference and visit intention. Destination preference has no impact on visit intention, implying that the impact of affective evaluation may not be enough to trigger sustainable visits without the presence of cognitions and social validation. The findings emphasize the strategic application of non, commercial communication, particularly credibility, based publicity and peer, generated content, to generate symbolic, ethical, and desirable destination images. This work contributes to the literature on sustainable tourism by addressing how authenticity, based destination branding and community stories can contribute to the creation of environmentally friendly tourist conduct. The practical contributions indicate that the tourism authorities should spend on publicity and online interaction to co, construct destination personality as per the spirit of conservation.

Despite the growing relevance of sustainable niche tourism, there is a lack of empirical studies on tourist consumer behavior in the context of coffee tourism—particularly regarding the factors that stimulate the urge to travel. The aim of the present study is to examine how digital literacy, habit, destination trust, and destination preference influence tourists’ urge to travel to coffee plantations. A conceptual framework was formulated to determine the ways in which habituated interaction between tourists and AI-based tourism infrastructure shapes tourists’ cognitions and affections to trust and preference, and these further drives travel enthusiasm. Data were gathered through an online survey on 225 tourists using convenient sampling. The measurement model was examined using Exploratory Factor Analysis (EFA), and the structural model and hypotheses were evaluated using Structural Equation Modelling (SEM) with AMOS version 29. The findings indicated that digital literacy had a significant and positive impact on the construction of habitual use of technology. Habit further emerged as an essential antecedent for destination trust and destination preference. Moreover, trust and preference were significant antecedents of tourists’ urge to travel. The model had superb fit indices (χ²/DF = 1.124, CFI = 0.995, RMSEA = 0.024), validating its theoretical construct and empirics. The findings provide deeper insights into consumer behavior, digital tourism consumption, and destination marketing practices, particularly, in response to the growing sustainability demands within the emerging context of coffee tourism.

This study explores the impact of TikTok marketing activities in stimulating consumer purchasing intention with trust and reliability during live streaming sessions for Muslim apparel. While there is a growing interest in shopping through live streaming, little study has been done regarding Islamic marketing. To achieve the purpose of the study, a convenience sampling method was adopted to collect data from 225 participants for assessing the effects of TikTok marketing activities on consumer behaviour. The findings suggest that most of the TikTok marketing activities enhance trust and credibility, hence influencing positive intentions to buy among consumers while attending a live stream. The insights also apply to three broader fields of Islamic marketing, consumer behaviour, and sustainable marketing, while again supporting the United Nations SDGs specifically Goal 12: Responsible Consumption and Production. This paper therefore advocates for more sustainable consumption patterns and responsible marketing practices, as it gives confidence and trust in online shopping for ethical consumption of goods in digital commerce. Beyond this, the study highlights how social commerce can be instrumental for the realization of economic growth (Goal 8), innovation within marketing practices, and inclusive and sustainable economic participation via digital platforms.

This study examines the factors influencing Muslim consumers' purchase intentions for Muslim apparel products through TikTok live streaming. Data were collected in Jakarta, with 225 participants selected using convenient sampling. The collected data underwent analysis using exploratory factor analysis, confirmatory factor analysis, and structural equation modelling. The results revealed several key findings. Firstly, the hypothesis that TikTok marketing activities significantly influence perceived innovativeness was supported. Additionally, it was found that TikTok marketing activities significantly affect perceived enjoyment. However, the hypothesis that perceived innovativeness significantly impacts purchase intention was rejected. Furthermore, it was established that perceived innovativeness significantly influences perceived enjoyment, and perceived enjoyment significantly affects purchase intention. These findings contribute to expanding knowledge in social commerce, particularly in understanding the dynamics of consumer behavior within the context of Muslim apparel products marketed through TikTok live streaming. The acceptance of hypotheses regarding the influence of TikTok marketing activities on perceived innovativeness and enjoyment underscores the importance of social media marketing strategies in shaping consumer perceptions and experiences. However, rejecting the hypothesis concerning the direct impact of perceived innovativeness on purchase intention suggests that other factors may mediate this relationship, warranting further investigation.

This research focuses on the consumer cyborg's engagement with social media, online shopping, and tourism activities. The objective is to explore the effect of narcissism, social media addiction, and self-esteem on online shopping and tourism addiction. The survey involved 221 participants chosen through the convenient sampling method. The data was processed using exploratory and confirmatory factor analysis and structural equation models. The findings of this study indicate that narcissism significantly influences social media addiction and self-esteem. Besides, social media addiction has a considerable effect on self-esteem. In addition, self-esteem significantly impacts both online shopping addiction and tourism addiction. These findings provide new insights into cyborg marketing and consumer addiction theory.

It is argued that excessive social media use can lead to an addiction. This study compares two proposed research models. The first model examines how social media addiction, narcissism, and self-esteem affect tourism addiction. Whilst the second model studies the impact of narcissism and self-esteem on social media and tourist addiction. There were also two research models proposed here. Data collection was obtained in Jakarta, with 214 participants chosen by using the convenient sampling method. Exploratory factor analysis and structural equation models were used to process the data. Social media addiction and narcissism affect self-esteem, while social media addiction and tourist addiction affect self-esteem. This research combines the study of addiction, modern media, and cyber marketing.