Social presence has emerged as a critical factor in explaining behavioral responses within hospitality and tourism services. Despite substantial research, the mechanisms linking social presence to behavior remain unclear, particularly in technology-mediated communications. This study addresses this gap through a theory-driven meta-analytic review applying the Heuristic-Systematic Model (HSM). We examine four key mechanisms: (1) affective experience, (2) attitudinal experience, (3) cognitive evaluation, and (4) relationship evaluation. Through meta-analytic structural equation modeling (metaSEM) of 40 studies (N = 15,224), we demonstrate that the HSM provides a robust framework for understanding social presence effects. Our findings reveal that heuristic processing (particularly affective experience) has significantly stronger mediating effects than systematic processing, with relationship evaluation emerging as another critical mediator. These results advance theoretical understanding of social presence while offering practical insights for designing more effective technology-mediated services in hospitality and tourism industries.

中文翻译：

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社会存在和行为反应的双重过程：酒店和旅游背景下的荟萃分析回顾

社交存在已成为解释酒店和旅游服务中行为反应的关键因素。尽管进行了大量研究，但将社会存在与行为联系起来的机制仍不清楚，尤其是在技术介导的通信中。本研究通过应用启发式系统模型 （HSM） 的理论驱动的荟萃分析审查来解决这一差距。我们研究了四个关键机制：（1） 情感体验，（2） 态度体验，（3） 认知评估，以及 （4） 关系评估。通过 40 项研究 （N = 15,224） 的元分析结构方程模型 （metaSEM），我们证明 HSM 为理解社会存在效应提供了一个强大的框架。我们的研究结果表明，启发式加工（尤其是情感体验）比系统加工具有明显更强的中介效应，关系评估成为另一个关键中介。这些结果促进了对社会存在的理论理解，同时为在酒店和旅游业设计更有效的技术中介服务提供了实用见解。