Tour. Hosp., Volume 6, Issue 2 (June 2025) – 60 articles

Understanding the economic value of natural resources is essential for the sustainable management of national parks. However, most existing studies focus on single conservation objectives and overlook the valuation of multiple resources within the same ecosystem. This study estimates tourists’ willingness to pay (WTP) for the conservation of four natural resources—crab-eating macaques, coral reefs, dry evergreen forests, and clean air—within Khao Laem Ya-Mu Ko Samet National Park in Thailand. Using the contingent valuation method and seemingly unrelated regression (SUR) analysis, data were collected from 205 tourists using structured surveys. The results show that dry evergreen forests received the highest average WTP (THB 129/year), followed by coral reefs (THB 125), clean air (THB 110), and crab-eating macaques (THB 107). At the population level, aggregate annual WTP values ranged from THB 85.7 million to THB 103.2 million across the resources. Age and awareness levels were consistent positive predictors of WTP, while other influencing factors—such as education, income, nationality, and residential location—varied by resource type. The findings provide empirical insights for designing resource-specific conservation strategies and highlight the potential of economic valuation to support sustainable financing mechanisms and policy development for protected area management. Full article

The present paper aims to analyze consumers’ attitudes to domestic leisure tourism, considering essential factors that affect consumer travel choices and experiences. The focus is on the attitudes to the main advantages and disadvantages of domestic leisure tourism in Bulgaria. The research is based on the outcomes of a nationally representative survey among 1003 respondents aged over 18. The results are interpreted using the Fishbein multi-attribute model. The results reveal that the customers’ attitudes toward the advantages of the Bulgarian winter (ski) and summer (sea) domestic leisure tourism are relatively higher compared to the midpoint of the interval and to their highest point. Although the score for summer domestic leisure tourism is slightly lower than that of winter tourism, Bulgarian consumers appear to be more dissatisfied with the advantages of summer (sea) domestic leisure tourism. The dissatisfaction is not only greater compared to the midpoint of the scale but also in comparison to the disadvantages associated with winter domestic leisure tourism. Overall, Bulgarian consumers are more attracted to the positive aspects of domestic winter leisure tourism and more concerned about the negative aspects of summer tourism. Full article

Rural tourism is growing as travelers seek authentic experiences with local traditions, culture, and heritage. This form of tourism plays a key role in the sustainable development of rural areas by effectively utilizing rural resources. To ensure its continued success, best practices must be adopted to enhance the visitor experience while ensuring long-term viability. Research on rural tourism in the villages of Sremski Karlovci, Irig, and Vrdnik in Fruška Gora (Serbia) and Pienza, Montalcino, and San Gimignano in Tuscany (Italy), involving 357 tourists, identified four key factors influencing their experiences: ‘Organic Heritage’, ‘Authentic Comfort’, ‘Authentic Flavors’, and ‘Warm Farmstead’. These factors show that the motivations driving tourists to rural destinations and village accommodations are universal. However, Tuscan villages attract more tourists due to their superior infrastructure, diversified offerings, and strong international promotion, attracting wealthier tourists who tend to stay longer and spend more. Stakeholder research (58 participants) confirmed that Fruška Gora must improve infrastructure, diversify experiences, and strengthen promotional efforts to enhance sustainability and competitiveness. These changes are essential for the long-term success of rural tourism businesses in the future. Full article

The increasing popularity of e-biking and e-mountain biking offers new opportunities for sustainable tourism and environmental education, particularly in mountain regions. This study focuses on the Italy–Switzerland “E-Bike” project, which integrates e-bike-friendly routes with scientific and cultural education across the Alps. By analyzing key points of interest along the routes, particularly glaciers and earth pyramids in Lombardy, we explore strategies for sustainable management, conservation, and public engagement. Glaciers (Forni and Ventina), facing rapid retreat due to climate change, represent sensitive environments requiring monitoring and visitor regulation. Similarly, earth pyramids in Postalesio exemplify fragile landforms shaped by erosion, requiring visitor management. This study highlights the need for strategic promotion, clear scientific communication, and sustainable tourism practices to balance conservation with accessibility. E-biking facilitates low-impact exploration of geosites, enhancing public awareness of environmental challenges while minimizing ecological footprints. Innovative digital tools (QR-coded virtual guides) enhance visitor education and engagement. By integrating e-bike tourism with geoheritage conservation, this study proposes guidelines for managing soft mobility in mountain areas, combining conservation needs with accessibility, and fostering public engagement. These findings contribute to broader discussions on sustainable tourism development, offering a replicable model for other regions seeking to harmonize recreation with environmental stewardship. Full article

This study investigates the influence of experiential programs (EPs) on enhancing consumer experience offerings at luxury resorts. EPs encompass a variety of activities, amenities, and services designed to immerse consumers in the local culture, scenery, and authenticity. The research focuses explicitly on EPs related to fitness, evening entertainment, children’s activities, and personalized experiences. By analyzing data from 30 resorts, significant trends and typologies within each category of EP emerged, highlighting the diverse ways in which resorts meet consumers’ desires for immersive and status-enhancing experiences. Valuable insights were gained through semi-structured interviews with two hoteliers, providing a deeper understanding of the strategic integration of EPs. Fitness EPs highlight activities, including hiking and yoga, whereas evening entertainment encompasses experiences like mixology, music, and astronomy education. For children, EPs prioritize cultural immersion through hands-on experiences, while personalized EPs—including romance packages and private dining—allow for consumer exclusivity. The research underscores how these EPs align with contemporary trends in conspicuous consumption, where luxury resorts leverage unique, high-quality, and culturally rich experiences to reinforce affluence and societal standing. The findings emphasize that EPs are a vital strategy for luxury resorts to differentiate themselves in a competitive market, enhancing consumer satisfaction, loyalty, and positive self-image. Full article

Natural disasters such as hurricanes, earthquakes, or tsunamis can significantly affect the image of tourist destinations and the intention to visit them. However, research on the effects of natural disasters and their impact in destinations in Mexico is an under-researched topic. Moreover, attitudes and behaviors of solidarity are important for recovery of destinations after natural disasters. Therefore, the aim of this study was to examine how people’s perceived risk and solidarity attitudes affect the image and intention to visit destinations after natural disasters in the country. Through a structured questionnaire (n = 228), the risk perception, solidarity attitudes, destination image, and intention to visit were measured to assess interest in visiting the emblematic destination of Acapulco, Mexico, which was devastated by Hurricane Otis (category 5) in October 2023. The results show that risk perception does not affect destination image and solidarity attitudes, but it does affect the intention to visit the destination (β = −0.120). The main findings of this study establish the strong influence of solidarity attitudes on the image (β = 0.611) of the destination and the intention to visit (β = 0.581). The results state that destination image had a mediating effect (β = 0.240) on solidarity attitudes and intention to visit post-disaster destinations. Therefore, destination image has a fundamental effect on the formation of attitudes of solidarity for the recovery of destinations after a natural disaster. Solidarity attitudes are of great importance for the destination’s recovery after natural disasters. It is important to prioritize marketing campaigns that recognize these actions of solidarity, on the part of destination management organizations (DMOs) and local governments. Full article

The growing importance of customer experience management (CEM) in the tourism sector has led to a proliferation of research interests in satisfaction enhancement, loyalty, and value co-creation. This study proposes a systematic and exhaustive thematic and bibliometric analysis of 3874 articles on CEM in the tourism industry published in the Scopus database between 1979 and 2024. Following the guidelines of the PRISMA protocol, the study uses Bibliometrix (version 4.4.1) in R and VOSviewer (version 1.6.20) to map publication trends, author networks, thematic and chronological evolution, and influential contributions. A qualitative content analysis of the most cited works, guided by grounded theory, revealed the main antecedents, consequences, mediators, and moderators of customer experience management. This analysis is embodied in the proposal of a conceptual model that illustrates the dynamic relationship between these elements and provides the basis for future research for theoretical enrichment and empirical validation. The results offer actionable insights for academics and industry practitioners alike, with the aim of promoting authentic and memorable tourism experiences. Full article

Social media sites, particularly Instagram, have recently developed effective instruments for influencing customer behavior, particularly regarding eating experiences and cuisine. This study examines the influence of posting food-related content on Instagram on customers’ intention to visit casual dining restaurants in Saudi Arabia. This study also examined the mediating role of credibility in shaping this intention. A quantitative approach was used through online surveys gathered from 685 Saudi Arabian customers. The major findings of this study revealed that foodstagramming attributes such aesthetic appeal (AA) and post popularity (PP) positively influence customers’ visit intention (VI) in the context of casual dining restaurants in Saudi Arabia. Furthermore, the content credibility (CC) of foodstagramming positively influences customers’ VI. In addition, the CC of foodstagramming partially mediates the relationship between AA, PP, and customers’ VI. Theoretical contributions and practical implications are also provided. Full article

We propose Phase-Adaptive Federated Learning (PAFL), a novel framework for privacy-preserving personalized travel itinerary generation that dynamically balances privacy and utility through a phase-dependent aggregation mechanism inspired by phase-change materials. (1) PAFL’s primary objective is to dynamically optimize the privacy–utility trade-off in federated travel recommendation systems through phase-adaptive anonymization. The phase parameter φ ∈ [0, 1] operates as a tunable control variable that continuously adjusts the latent space geometry between differentially private (φ→1) and utility-optimized (φ→0) representations via a thermodynamic-inspired transformation. Conventional federated learning approaches often rely on static privacy-preserving techniques, which either degrade recommendation quality or inadequately protect sensitive user data; PAFL addresses this limitation through three key innovations: a latent-space phase transformer, a differential privacy-gradient inverter with mathematically provable reconstruction bounds (εt ≤ 1.0), and a lightweight sequential transformer. (2) PAFL’s core innovation lies in its phase-adaptive mechanism that dynamically balances privacy preservation through differential privacy and utility maintenance via gradient inversion, governed by the tunable phase parameter φ. Experimental results demonstrate statistically significant improvements, with 18.7% higher HR@10 (p < 0.01) and 62% lower membership inference risk compared to state-of-the-art methods, while maintaining εtotal < 2.3 over 100 training rounds. The framework advances federated learning for sensitive recommendation tasks by establishing a new paradigm for adaptive privacy–utility optimization. Full article

The demand for maritime–coastal tourism has been intensifying, but its offerings are sometimes limited to a few activities. Some of these activities do not require specific skills or certifications, while others do. This study aimed to investigate what type of activities are carried out by tourism and recreational vessels in the coastal area of the central Algarve (Portugal). To this end, data from the automatic identification system (AIS) of recreational vessels was used to monitor and categorise these activities in a non-intrusive manner. A model (TORMA) was defined to facilitate the analysis of AIS data and relate them to five independent variables (distance from the coast, boat speed, bathymetry, seabed type, and number of pings). The results of the analysis of more than 11 thousand hourly AIS records for passenger, sailing, and charter vessels showed that the 14 most regular ones had strong seasonal patterns, greater intensity in summer, and spatial patterns with more records near some coastal cliffs. This study provides valuable information on the management of motorised nautical activities near the coast and at sea, contributing to more informed and effective tourism regulation and planning. Full article

The end of the pandemic has been officially declared; however, the requirement to ensure hygienic living conditions in tourist accommodations remains a top priority for all hotel establishments and a prerequisite for every customer. Our systematic review studied the level of effectiveness of existing technological means and practices in order to limit COVID-19 infections and to protect customers from other factors aggravating their health, focusing on hotel restaurants. The PRISMA-S method was used. Database research (ABI/INFORM, ProQuest, Scopus EBSCO Business Source Premier, CBCA Business, Pubmed, and Embase) was undertaken between 6/2020 and 4/2024 with keywords comprising “hotels restaurants”, “health and safety”, “effectiveness/efficacy”, “primary analysis”, secondary analysis”, etc. In total, 1110 articles were initially identified, but eventually, 20 papers were selected comprising customer-level questionnaires, systematic reviews, and expert opinions/surveys. Different criteria were used for study assessment according to the type of study. So far, only a very limited number of studies have focused on the effectiveness of different health and safety measures in hotel restaurants. Even though the studies focusing on AI, robotics, and further technological means for enhancing customer satisfaction and the overall level of cleanliness are quite limited, the constant investment of hotels and restaurants in new technologies appears to be a one-way road. Full article

Scarce research on inbound tourism has focused on local residents’ attitudes toward inbound tourism, especially since the COVID-19 pandemic. This study combines social identity theory and emotional solidarity theory to explore Chinese residents’ attitudes toward inbound tourism. In particular, we explore two types of social identities (cultural and environmental identities, termed “humanistic environmental identity” in this study) and three factors of local residents’ emotional solidarity (welcoming nature, emotional closeness, and sympathetic understanding toward inbound tourists). Based on a survey of 310 local residents in Yangzhou, China, this study finds that local residents’ humanistic environmental identity significantly affects their emotional solidarity with inbound tourists, which significantly influences their acceptance of inbound tourism; this, in turn, increases their support for inbound tourism. Meanwhile, local residents’ humanistic environmental identity has an indirect effect on their support for inbound tourism through their welcoming nature, emotional closeness, sympathetic understanding, and acceptance of inbound tourism. In addition, local residents’ xenophobia significantly moderates the relationships between humanistic environmental identity and emotional closeness, between humanistic environmental identity and sympathetic understanding, and between emotional closeness and local residents’ acceptance of inbound tourism. This study extends research on factors affecting inbound tourism from the perspectives of local residents. Full article

Economic transformations in emerging countries have resulted in an increase in the volume of international travellers from diverse geographical regions. In the tourism sector, service providers must possess cultural competencies that foster a flexible and appropriate attitude, which in turn affects the perception of service. The present study aims to shed light on the motivational factors and cultural behaviours that influence intercultural empathy among staff working in the tourism sector in Quintana Roo. To this end, a comprehensive literature review has been conducted, during which the variables have been validated, and a quantitative study has been undertaken, employing multivariate analysis through a Multiple Correspondence Analysis and inferential statistics with an Ordinal Logistic Regression. The findings of this study demonstrate a positive correlation between motivation and cultural behaviour, which is contingent on experience and age, and its impact on empathy in understanding and meeting the diverse needs of tourists. Cultural motivation is defined as the interest in learning and interacting in multicultural situations, and its impact on behaviour is reflected in appropriate personal management for effective cultural interactions. The probabilities estimated by ordinal logistic regression models of consistently or predominantly exhibiting intercultural empathy increase with age and experience for the most significant variables obtained by the Multiple Correspondence Analysis. Full article

Stakeholder fragmentation in transdisciplinary research often impedes innovation in South Africa’s tourism sector. The real-time supply network for MSMEs in Gauteng and KwaZulu-Natal struggles with digital adoption, limiting its resilience despite rising demand in the digital economy. This study examined how a transdisciplinary approach can enhance the Tourism Supply Chain Network in these regions—an urban hub (Gauteng) and a coastal cultural destination (KwaZulu-Natal)—to unlock their potential. Employing action research, this study engaged stakeholders (tourism operators, tech developers, and communities) to co-create data-driven digital solutions, including a real-time supply network. The collected data included both qualitative insights from workshops and interviews, as well as quantitative metrics such as platform usage and tourist engagement, which were analysed using descriptive statistics. Innovative technologies improved the supply chain efficiency, cutting coordination delays by 25% in Gauteng and boosting rural tourism visibility in KwaZulu-Natal, with a 30% increase in bookings. Gauteng saw urban connectivity gains, while KwaZulu-Natal achieved inclusive growth. This study provides a scalable, data-driven framework for digitalisation in tourism supply networks, offering practical strategies for stakeholders. It advances innovative technologies in emerging markets, emphasising the transformative potential of transdisciplinary collaboration to build resilient, collaborative tourism ecosystems in South Africa. Full article

This study explores the potential of using eye-tracking technology as a marketing tool to enhance domestic tourism. By examining the visual preferences of users, this research aims to improve the informational resources and visual components of advertising campaigns for tourism destinations. An experiment was conducted to determine which of three image categories—architecture (Ia), nature (In), and people (Ip)—captures more user attention. Participants’ eye movements were tracked to collect data on fixation time, first glance, and the order of image exploration. The findings indicate that images of people (Ip) attract more attention than images of architecture or nature, irrespective of pose, angle, or clothing. Within the Ip category, dynamic images of people in authentic clothing (Ip3–Ip5) held viewers’ attention longer, averaging 3.3 s compared to 1.3 s for static portrait photos (Ip6–Ip8). This study concludes that eye-tracking technology can effectively identify visual elements that interest potential tourists, facilitating the creation of compelling advertising content. This approach can support the development of a cohesive and engaging visual identity for tourism destinations, thereby enhancing marketing strategies and promoting sustainable tourism. Full article

Gastronomic event tourism is an emerging phenomenon that attracts an increasing number of tourists seeking a memorable gastronomic experience based on its cultural uniqueness, highlighting the need to understand the behavior of this tourism demand. This study proposes a model to determine the importance of food tourism events in developing the cultural identity of tourist destinations by analyzing the tourist experience concerning their motivation, satisfaction, and loyalty, understood as variables of sustainable tourism behavior. The hypotheses in the model have been tested using non-linear structural equations modeling (SEM), estimated with data from the Resident Tourism Survey of the National Statistics Institute (NSI), on domestic demand for value-added gastronomic tourism in Spain. The data analyzed covers the period from January 2019 to December 2022 (n = 3483). The results show a significant relationship between the variables influencing overall tourist satisfaction with gastronomic events and tourist loyalty. This research provides knowledge on the behavior of gastronomically motivated tourists with practical implications for destinations, aimed at improving decision-making in the definition of tourism strategies, focusing on the preservation and enhancement of their gastronomic offer as a cultural identity through the offer of food events. Full article

The north of Portugal and Porto, a city recognised as a World Heritage Site, stand out for their rich historical trajectory, fostering a continuous increase in tourists over the past decade. This distinction has played a crucial role in acknowledging cultural and landscape heritage while promoting a heightened flow of visitors to the region. Portuguese gastronomy is a key factor in the growth of this tourism industry. It is a living tradition passed down through generations, deeply rooted in regional history and practices, where the residents play a vital role as custodians of these customs and traditions. The primary aim of this article is to analyse residents’ perceptions from the North of Portugal regarding the recognition of gastronomy as a cultural heritage and its role as a tool for tourism development. To achieve this aim, structured questionnaires were distributed to residents using an approach in popular urban tourism areas of Porto between May and October 2022, resulting in 262 valid responses. The findings reveal that participants consider it essential to preserve traditional dishes and ensure their transmission across generations. Regarding tourism, most respondents concur that it positively contributes to the preservation of traditional gastronomy, valuing it as an integral part of cultural heritage. Full article

This study investigates the relationship between diversification and profitability in Macau’s gaming firms, offering quantitative evidence from the world’s largest gambling market. Compared to other major gambling hubs such as Las Vegas, Macau’s gaming companies generate higher revenues but exhibit significantly lower levels of diversification, highlighting an urgent need for strategic expansion beyond gaming. Drawing on governmental data and company financial reports issued from 2010 to 2019, this research employs a combination of case study analysis, linear regression modeling, and bootstrapping techniques. The findings reveal that an increased share of non-gaming business significantly enhances profitability metrics, including net profit margin, return on assets, and a firm’s profit share within the overall gaming market. These results offer valuable implications for the development of corporate strategies, regulatory frameworks, and future academic research. Full article

Psychological theory often reminds us that the best predictor of an individual’s future behavior is their prior behavior. Then, the pandemic happened in 2020, and at least for travel behavior and tourism consumption, everything seemed to change, stressing the importance of re-evaluating predictors. In the present study, we aimed to compare the history of travel behavior and tourism consumption with the predicted travel behavior of students coming from Generation Z, along with intrapersonal characteristics influencing risk perception, like psychological resilience and perceived invulnerability. The findings revealed that the pandemic changed the attitude towards travel for tourism-related purposes in both positive and negative directions, restructuring the attitude towards travel for the majority and also revealing many new prospective travelers. Psychological resilience was a significant variable that differentiated the respondents who changed their attitude towards tourism from those who remained consistent in their non-travel behavior and students who planned to travel more during the pandemic. Although subsamples also differed in the mean value of perceived invulnerability, the variable did not prove statistically significant. Almost 50% of the students predicting that they will travel abroad for non-tourism-related purposes in the future year were students who had not traveled abroad before the pandemic. Full article

This study aims to explore the factors influencing word-of-mouth (WOM) intentions among cultural tourists in Thailand’s southern border provinces. This study develops a comprehensive framework predicting WOM intentions by combining the Stimulus–Organism–Response (S-O-R) model, the theory of planned behavior (TPB), and the cognitive–affective–conative (CAC) model, given the critical role of WOM in tourism marketing. Data were collected from 386 cultural tourists through purposive sampling using a self-administered questionnaire. The study employs structural equation modeling (PLS-SEM) to investigate relationships between trust, attitude, satisfaction, and WOM intentions. The findings reveal that trust, satisfaction, and attitude significantly impact WOM intentions. Social influence strongly predicts trust, while the perceived quality of behavior influences attitude. Satisfaction is driven by perceived value, the quality of the experience, the quality of the physical environment, and tourist engagement. This study contributes to cultural tourism literature by integrating different behavioral theories to provide a robust WOM model. This study’s theoretical contributions and practical implications for scholars, policymakers, tourism marketers, and cultural site operators will be further discussed. Full article

In an increasingly competitive global tourism context, territorial branding plays a key role in enhancing the visibility, identity, and resilience of regions. This study focuses on the Algarve, a region in southern Portugal, and investigates how innovation and competitiveness are reflected in its digital communication strategy. Using a mixed-methods approach, this research combines the quantitative analysis of 689 social media posts published in 2024 on Facebook, Instagram, and YouTube with the qualitative content analysis of 38 documents and the official website of Algarve. The findings reveal a coherent and visually appealing brand narrative centred on the coastal identity of the Algarve, complemented by content related to nature, gastronomy, and cultural heritage. Instagram stands out as the most engaging platform, particularly when posts adopt a participatory tone, emotional storytelling, and references to specific locations. However, only 6.4% of the content surpassed the 1% engagement threshold, suggesting limited audience connection. The website presents a broader thematic range but under-represents intangible heritage and local products.The Algarve brand successfully projects an aspirational image based on landscape and leisure but would benefit from greater content diversification, enhanced stakeholder integration, and expanded narrative strategies to strengthen digital engagement and destination competitiveness. Full article

This study explores the relationship between perceived quality and happiness among self-driving tourists, focusing on the impact of the self-driving journey and sightseeing stages on multi-stage satisfaction and happiness. An online survey was conducted, and a Structural Equation Model (SEM) of perceived quality, satisfaction, and happiness was constructed to test the hypotheses. The results indicate that overall satisfaction with the self-driving experience significantly affects tourists’ happiness, with the indirect effect of attraction satisfaction being particularly notable. Perceived quality indirectly influences happiness by enhancing satisfaction, with key factors including unique attractions, guide services, and innovative entertainment products. Additionally, the development of self-driving parking facilities, public information dissemination, road key nodes and scenery design, and vehicle intelligence levels are critical to enhancing tourists’ happiness. This study provides a theoretical basis for improving the overall tourism experience. Full article

The current study aims to explore the early adoption of the metaverse in the hospitality and tourism industry, with a particular focus on understanding adoption drivers for tourism providers and the anticipated benefits for end-users. Addressing the need for practical insights in a rapidly evolving digital landscape, the review identifies 33 real-world early cases of metaverse and non-fungible token (NFT) adoption, spanning from the first metaverse hotel in 2006 to ongoing digital twins of tourism destinations up to 2023. This study follows the PRISMA technique and examines early metaverse adopters at both the enterprise and destination levels, categorizing them into metaverse-based, NFT-based, and complementary-to-tourism cases. The analysis applies two theoretical frameworks: the Unified Theory of Acceptance and Use of Technology (UTAUT) to examine adoption drivers and the Technology Acceptance Model (TAM) to assess expected end-user benefits. Key findings highlight promotion, brand engagement, new revenue streams, and community building as primary motivations for adoption, while user benefits include enhanced entertainment, social interaction, improved decision-making, and immersive experiences. By bridging theory and practice, this study contributes both actionable guidance for tourism stakeholders and a theoretical foundation for future research on digital transformation in tourism. Full article

This paper provides a conceptual analysis of pollution control in the hospitality industry, focusing on pollution generated by hotel operations. Hotels produce significant waste, emissions, and wastewater, impacting environmental and public health. We propose a framework distinguishing between flow and stock pollutants to highlight how both immediate emissions and long-term pollutant accumulation inform pollution management strategies. Using a conceptual framework, with an optimal dynamic model for pollution control, we illustrate the trade-offs hotels face in optimizing pollution control. Practical methods, from regulatory compliance to voluntary sustainability initiatives and economic incentives, are explored to support effective pollution mitigation. While achieving zero emissions is often impractical, an optimal pollution level allows hotels to balance environmental responsibility with economic feasibility, contributing to sustainable tourism and aligning with the values of eco-conscious consumers. Full article

This study explores the phenomenon of nougat cracker syndrome among Korean tourists in Taipei, Taiwan, foregrounding the evolving concept of authenticity in tourism food souvenirs. Using a phenomenological case study approach, the study conducted interviews with 12 tourist groups (21 tourists) and four popular nougat cracker vendors, along with field observations. It investigates how authenticity is achieved beyond local food traditions through entrepreneurial emergence, municipal-level campaigns, social influence via online platforms, and shifts in the local business landscape that diversify tourism experiences. Authenticity, understood as a process of emergence, is examined through various factors: the prominent nougat cracker vendor MIMI and Taipei’s municipal-level campaign as pre-authenticity; memory of taste as the interaction of pre-, proto-, and post-authenticity; the increasing number of nougat cracker vendors in the city, viewed from a phenomenological perspective, as in situ authenticity; and the role of social media in both pre- and post-authenticity. This study contributes to the theoretical expansion of food souvenir authenticity and offers practical implications for developing food souvenir items that transcend conventional notions of authenticity. Full article

In an era of increasing global uncertainty, tourism destinations face significant challenges due to political instability and social unrest, which shape travelers’ perceptions and decision making. This study examines the relationship between perceived risk, resilience, and destination choice, focusing on the extent to which political and social conditions influence travel intentions. Using the social amplification of risk framework (SARF) and a quantitative survey, this research identifies key determinants of tourism resilience and risk perception management. Our findings indicate that political instability, safety concerns, and negative media coverage deter travelers, while effective crisis communication, strong governance, and high-quality public services can enhance a destination’s appeal. Based on these findings, the study recommends that destination marketers and tourism policymakers invest in targeted safety communication, service quality improvements, and strategies that address the specific concerns of more risk-sensitive demographics, such as women. The study offers strategic insights for destination marketers, tourism policymakers, and hospitality stakeholders on how to mitigate perceived risks and foster resilience in tourism-dependent economies. Future research could explore cross-cultural traveler behavior and incorporate perspectives from tourism professionals to further inform resilience strategies. By addressing these challenges, destinations can develop sustainable strategies to navigate crises and maintain competitiveness in an unpredictable global landscape. Full article

This study investigates the relationship between demographic factors and travel motivations among Generation Z leisure tourists through the lens of the Travel Career Pattern (TCP) theory. More specifically, the research focuses on how gender, age, and area of residence influence the travel motivations of Generation Z. Using a quantitative approach, data were collected from 303 respondents aged 18 to 28 through an online survey. The questionnaire assessed 14 motivational factors and analyzed them in relation to the participants’ demographic characteristics using linear regression models. Results indicate that gender and age significantly influence travel motivations, with women showing higher interest in personal development and social relationships, while men prioritize nature and adventure. Furthermore, rural residents exhibit greater motivation for autonomy, self-development and self-realization, while urban residents lean towards novelty and social interactions. The findings offer valuable insights for tourism marketers, emphasizing the importance of creating segmented marketing campaigns based on demographic factors. It also contributed to overcoming the lack of studies that specifically cover this interrelation between the motivational factors of Generation Z and the demographic factors of age, gender and area of residence. Nevertheless, this study also has limitations, such as the use of a non-representative sample and the focus on quantitative methods, suggesting that future research should adopt qualitative approaches and examine additional demographic variables to gain deeper insights into youth travel motivations. Full article

A new way of life and work—digital nomadism—is increasingly appealing to a growing global workforce, while many destinations are beginning to view this form of tourism not only as an economic opportunity but also as a strategic tool for mitigating seasonality and promoting sustainable destination development. This paper aims to identify the key criteria that digital nomads consider when selecting a temporary residence base, contributing to the growing body of research on digital nomadism by analysing the relative impact of various factors influencing destination choice. The originality of this study lies in its mixed-method approach, which combines secondary and primary data through a netnographic analysis of online communities and semi-structured interviews with digital nomads. Findings from the secondary data highlight the cost of living, internet quality, and lifestyle offerings of a destination as the most influential factors in nomadic decision-making. Additionally, primary data further illustrate the hierarchy of digital nomads’ needs and preferences, which are classified and prioritised based on Maslow’s hierarchy of needs. These insights carry significant implications for destination managers and tourism stakeholders. Understanding and responding to the evolving expectations of digital nomads can help destinations not only attract this emerging market segment but also design policies and infrastructure that align with principles of sustainable tourism. Full article

This study introduces a novel Recency, Monetary, and Duration (RMD) model for customer classification in the hospitality industry. Using a hybrid approach that integrates data mining with multi-criteria decision-making techniques, this study aims to identify valuable customer segments and optimize marketing strategies. This research applies the K-means clustering algorithm to classify customers from a hotel in Iran based on RMD attributes. Cluster validation is performed using three internal indices, and hidden patterns are extracted through association rule mining. Customer segments are prioritized using the TOPSIS (Technique for Order of Preference by Similarity to Ideal Solution) method and Customer Lifetime Value (CLV) analysis. The outcomes revealed six distinct customer clusters, identified as new customers; loyal customers; collective buying customers; potential customers; business customers, and lost customers. This study helps hotels to be aware of different types of customers with particular spending patterns, enabling hotels to tailor services and improve customer retention. It also provides managers with appropriate tools to allocate resources efficiently. This study extends the traditional Recency, Frequency, and Monetary (RFM) model by incorporating duration, an overlooked dimension of customer engagement. It is the first attempt to integrate data mining and multi-criteria decision-making for customer segmentation in Iran’s hospitality industry. Full article