Emotional and cognitive mechanisms of eco-social receptivity: Exploring tourism brand e-vocacy in AI-enabled travel

Tourism accounts for roughly 10% of global greenhouse-gas emissions and is projected to increase substantially by 2030 without decisive action. In response, this study investigates how travelers' eco-social receptivity on social media can transform them into climate advocates (termed tourism brand e-vocacy). We address a critical knowledge gap by examining the emotional and cognitive mechanisms linking receptivity to e-vocacy, and the conditions under which these processes are strengthened. A multi-city survey (n = 427) of leisure travelers in five major Chinese tourism hubs was conducted to test a stimulus-organism-response model. Results reveal that eco-social receptivity drives tourism brand e-vocacy…

• DO
  Department of Education of Shandong Province

  Awards: Z2024402, PNURSP2026R545
• PN
  Princess Nourah Bint Abdulrahman University
• NS
  National Social Science Fund of China

  Award: BIA210184