Tour. Hosp., Volume 6, Issue 3 (August 2025) – 38 articles

Aim: This study extends existing research by focusing specifically on the perceptions of hotel employees, a crucial yet often overlooked group of stakeholders in the adoption of new technologies within the hotel sector. The objective of this research is to investigate the perceptions of hotel employees in Hong Kong regarding the implementation of Metaverse hotels. This study emphasizes their evaluations of the strengths, weaknesses, opportunities, and threats associated with these establishments through a SWOT analysis. Ultimately, the study aims to provide recommendations for addressing technological challenges, supporting employees during the transition, and facilitating adaptation across the industry. Design/Methodology/Approach: A convenience and purposive sampling method is employed to investigate 20 participants, comprising hotel staff from various departments in the Metaverse hotel in Hong Kong. This study adopts a qualitative research design, utilizing semi-structured interviews to gather in-depth insights into the perceptions of the Metaverse hotel among these employees. Purposive sampling ensures that participants have relevant experience and familiarity with VR/AR technologies. Interviews, each lasting 45–60 min, were conducted in person, with informed consent obtained beforehand. Findings: The exploration of hotel employees’ perceptions of Metaverse hotels in Hong Kong underscores the innovative potential of these establishments to enhance operational efficiency and guest engagement, while also offering new training opportunities and streamlining daily tasks. However, employees express concerns about the potential erosion of personal interactions, which are crucial to the hospitality experience, and foresee significant technical and integration challenges. Despite these drawbacks, Metaverse hotels present distinctive opportunities for market differentiation, appealing to tech-savvy guests and generating new revenue streams that contribute to industry growth. Nonetheless, potential threats such as guest skepticism and challenges in industry adaptation highlight the necessity for cautious implementation and robust privacy measures. Balancing these aspects—strengths, weaknesses, opportunities, and threats—will be pivotal for the successful integration of Metaverse technologies into the hotel industry. Theoretical/Practical Implications: Participants recognized that the Metaverse hotel could offer various potential benefits for both employees and businesses, such as enhanced operational efficiencies and new opportunities for guest engagement. Understanding the perceptions of hotel staff towards the Metaverse carries significant real-world implications for shaping policies, practices, and technologies that facilitate its operational success and market acceptance. Leveraging these insights enables the optimization of Metaverse’s advantages while mitigating associated risks and drawbacks. This study advances existing research by focusing specifically on the perceptions of hotel employees, a crucial yet often neglected group of stakeholders in the adoption of new technologies within the hospitality sector. By understanding the perspectives of hotel employees, this research provides valuable insights into the practical challenges and benefits of implementing Metaverse technologies in the hotel industry. Originality/Value: The Metaverse hotel is still relatively new and evolving, making it crucial to conduct research to understand how hotel staff perceive it. However, there is limited research specifically focusing on the perceptions of hotel employees regarding Metaverse hotels. This gap highlights the need for a comprehensive investigation into how employees perceive the strengths, weaknesses, opportunities, and threats of implementing the Metaverse in hotels. Full article

Augmented reality has hastened innovators to create things instantly. It has long been understood that the tourism industry is an industry of cultural exchange and visitation seeking experience, satisfaction, and pride. This study aims to increase behavior intention and delight mediating through experiential value co-creation using service-dominant logic theory. This study answers the focused research question by conducting surveys (n = 307) of members of Generation Y in Jakarta and Semarang city. The findings show that experiential value co-creation and delight directly and indirectly have a positively effect on behavior intention in virtual travel. This research offers a new concept, namely experiential value co-creation, to explain the connection between how tourists’ behavior in surfing the internet can influence their behavior intentions. This research certainly has managerial implications which are very useful for increasing behavioral intention, especially in the tourism sector. Tourist attraction managers must pay attention to content that discusses tourist destinations. Complete and accurate information is very useful in increasing the desire to visit tourist locations. Full article

In response to increasing global sustainability demands, this study examines how green dynamic capabilities influence business performance in Bali Island’s tour and travel SMEs, with green service innovation as a mediating mechanism. Drawing on the resource-based view (RBV) and dynamic capability theory, the research adopts a quantitative approach using survey data from 387 SMEs and employs structural equation modeling (SEM) to analyze the relationships among green dynamic capabilities, green service innovation, and business performance. Findings reveal that green dynamic capabilities significantly enhance both green service innovation and business performance. Notably, green service innovation partially mediates this relationship, underscoring its pivotal role in transforming internal sustainability-oriented capabilities into tangible performance outcomes. The key contribution of this study lies in extending RBV by integrating green service innovation as a strategic conduit that links eco-centric capabilities to competitive advantage in a tourism SME context—a perspective that remains underexplored in emerging economies. Practically, the study provides actionable insights for SME owners and policymakers to prioritize innovation in service design and delivery as a pathway to sustainable tourism performance. Full article

From the 17th century, European leisure travellers sought novel experiences, places and landscapes; they explored them within the context of contemporary, but temporally changing, social norms. Amongst travellers’ earliest motivations were reportage, curiosity and recuperation in managed landscapes. From the late 18th century, images in art galleries and then guidebooks directed leisure travellers into ‘wild’ places. Supporting and part-driving these developments were travel and antiquarian publications. That normalisation of ‘wild places’ exploration coincided with natural history’s popularisation. From the early 19th century, geosites were recognised, scientifically described, and popularised through a range of publications; this marked the beginning of geotourism. This can be contextualised within the rise in resort-based coastal tourism. These various themes are explored in relation to ‘Coastal Southern England’, an important tourism region from the early-18th century. By the Great War’s (1914–1918) close, its tourism patterns and nature, recognisable in present-day offerings, were established. Its development as a geotourism region can be conceptualised through the ‘travellers’ gaze’ and ‘adapted comfort zone’ models. Early geotourism literature and artistic representations, along with their creators’ biographies, could underpin modern geo-interpretation, of which some exemplars are given. General conclusions are drawn and future research suggested. Full article

The hospitality sector plays a crucial role in the tourism industry, undergoing a transformation driven by the intersection of service innovation and environmental practices. Competitiveness in this sector requires adaptation to market demands, with a focus on service innovation and environmental sustainability. This research aims to analyze the relationship between service innovation, environmental practices, and sustainable competitive advantage in Brazilian hospitality establishments. A quantitative and descriptive approach was applied to 300 individuals who stayed in Brazil. Data collection was conducted through an online questionnaire, utilizing the Snowball Sampling technique. The data collection was between 15 February and 20 June 2024. Data analysis was performed using Structural Equation Modeling, which enabled the examination of multiple variables and the verification of hypothetical relationships. The research results validated the hypotheses tested, demonstrating that service innovation and environmental practices have a positive influence on sustainable competitive advantage in hospitality establishments. An important finding in the research refers to the correlation between these constructs, which highlights the importance of integrated strategies that consider innovation and environmental sustainability as key elements for organizational success in the hospitality sector. With its theoretical contribution, this research developed a framework for analyzing the relationships between the constructs. Full article

Prior studies have generally confirmed that Environmental, Social, and Governance (ESG) practices have a positive impact on perceived value and sustainability performance. However, empirical research examining the mediating role of employee-perceived value in the relationship between ESG and sustainability performance from the perspective of internal stakeholders remains limited. To address this gap, this study aims to understand the relationship among ESG, employee-perceived value, and sustainable management in green hotels in southern Taiwan. Using a convenience sampling method, 277 valid questionnaires were collected and analyzed through Structural Equation Modeling (SEM). The results show that ESG practices have significant positive effects on both employee-perceived value and sustainability performance, with perceived value partially mediating the relationship between the two, highlighting the critical role employees play in promoting sustainable management. Based on the empirical findings, it is recommended that companies strengthen internal ESG communication and education to ensure that employees understand ESG goals and outcomes and integrate them into daily work. Employee-centered participation programs, such as green innovation contests and community carbon reduction activities, should be designed to enhance emotional value and organizational identification. Companies should internalize ESG principles into corporate culture and management processes, reinforcing sustainable behaviors through performance appraisals, leadership modeling, and continuous dialogue. Finally, ESG should be positioned as a core strategy aligned with long-term corporate objectives, enhancing employee commitment and creating competitive advantages that attract support from customers and stakeholders. Full article

This study examines the intersection of renewable energy and tourism by exploring why domestic tourists visit wind farm sites for recreation. Traditionally seen as industrial facilities, wind farms are now recognized as dual-purpose attractions that promote environmental awareness and local economic growth. Using the Value–Belief–Norm (VBN) theory, Theory of Planned Behavior (TPB), and New Environmental Paradigm (NEP) as theoretical lenses, we investigate the psychological, social, and cultural factors influencing wind farm tourism. The key determinants of tourist behavior include attitudes, subjective norms, perceived behavioral control, personal norms, and environmental beliefs. Structural equation modeling (SEM) indicates that personal norms have the strongest direct impact on tourists’ intentions (underscoring the importance of internalized moral obligations in this context), with additional indirect effects through environmental citizenship factors. The findings highlight wind farms’ potential to foster sustainability, community engagement, and rural development. Managerial recommendations include providing visitor amenities, targeted marketing, and community involvement to enhance wind farms’ appeal as tourism destinations. This study contributes to tourism theory by expanding the definition of attractions to include renewable energy sites. Future research should examine the moderating role of past behavior and incorporate additional environmental citizenship variables to deepen insights into wind farm tourism. Full article

The purpose of this study is to investigate the factors that influence tourist behavior and revisit intentions in the context of halal tourism. The antecedent variables in this study included religiosity, digital halal literacy, halal destination features, contentment, and trust. This is a quantitative study that used travelers that visited halal tourism attractions in West Sumatra, Indonesia, as the sample population. The sample size was 400 respondents. The data were analyzed using the partial least squares–structural equation model (PLS-SEM). We discovered that religiosity is an important predictor of contentment and trust. Satisfaction was achieved through digital halal literacy and halal destination qualities and was found to have a significant influence on trust, tourist behavior, and revisit intentions. Finally, trust was found to have a significant association with intention to revisit and behavior. The results of this research are insightful for managers and policymakers on how to provide halal tourism attributes and analyze tourists’ digital halal literacy that lead to tourist satisfaction. This study also provides further knowledge to policymakers and local authorities on how to promote future tourist participation in halal tourism development in Indonesia; thus, it can help create more tourist returns for further visits to the same location in the future. Full article

This study examines the determinants of environmentally responsible behavior among tourists in the heritage villages of Paveh County, Iran, through an integrated theoretical framework that synthesizes place-related psychological constructs with the Theory of Planned Behavior (TPB). Employing structural equation modeling on data collected from 443 tourists across three heritage villages (July–November 2024), the investigation tested comparative theoretical models with differing explanatory capacities. The baseline TPB model confirmed significant positive effects of environmental attitudes (β = 0.388), environmental norms (β = 0.398), and perceived behavioral control (β = 0.547) on behavioral intentions, which subsequently influenced environmental behavior (β = 0.561). The extended model incorporating place-related variables demonstrated enhanced explanatory power, with the R² values increasing from 48.2% to 52.7% for behavioral intentions and from 49.2% to 54.7% for actual behavior. Notably, place identity exhibited dual psychological functions: moderating the intention–behavior relationship (β = 0.155) and mediating between place attachment and environmental behavior (β = 0.163). These findings advance sustainable tourism theory by illuminating the complex pathways through which place-based psychological connections influence environmental behavior formation in heritage contexts, suggesting that more sophisticated theoretical frameworks are required for understanding and promoting sustainable practices in culturally significant destinations. Full article

Social media platforms like Instagram significantly shape destination images and influence tourist behavior. Understanding how different cities are represented and perceived on these platforms is crucial for effective tourism marketing. This study provides a comparative analysis of Instagram content and engagement patterns in Seoul and Tokyo, two major Asian metropolises, to derive actionable marketing insights. We collected and analyzed 59,944 public Instagram posts geotagged or location-tagged within Seoul (n = 29,985) and Tokyo (n = 29,959). We employed a mixed-methods approach involving content categorization using a fine-tuned convolutional neural network (CNN) model, engagement metric analysis (likes, comments), Valence Aware Dictionary and sEntiment Reasoner (VADER) sentiment analysis and thematic classification of comments, geospatial analysis (Kernel Density Estimation [KDE], Moran’s I), and predictive modeling (Gradient Boosting with SHapley Additive exPlanations [SHAP] value analysis). A validation analysis using balanced samples (n = 2000 each) was conducted to address Tokyo’s lower geotagged data proportion. While both cities showed ‘Person’ as the dominant content category, notable differences emerged. Tokyo exhibited higher like-based engagement across categories, particularly for ‘Animal’ and ‘Food’ content, while Seoul generated slightly more comments, often expressing stronger sentiment. Qualitative comment analysis revealed Seoul comments focused more on emotional reactions, whereas Tokyo comments were often shorter, appreciative remarks. Geospatial analysis identified distinct hotspots. The validation analysis confirmed these spatial patterns despite Tokyo’s data limitations. Predictive modeling highlighted hashtag counts as the key engagement driver in Seoul and the presence of people in Tokyo. Seoul and Tokyo project distinct visual narratives and elicit different engagement patterns on Instagram. These findings offer practical implications for destination marketers, suggesting tailored content strategies and location-based campaigns targeting identified hotspots and specific content themes. This study underscores the value of integrating quantitative and qualitative analyses of social media data for nuanced destination marketing insights. Full article

This study employs a mixed method. In-depth interviews and observational studies are among the data collection approaches used in qualitative research. The quantitative method measures the weight of respondents’ answers to the distributed questionnaire. The questionnaire, containing 82 items, was distributed to 202 tourists to collect their perceptions based on the 4A tourist components. The results indicate that tourists’ perceptions of attractions, accessibility, and ancillary services are generally positive. In contrast, perceptions of amenity services are less favorable. Using the scores from IFAS, EFAS, and the I-E matrix, the total weighted scores for IFAS and EFAS are 2.68 and 2.83, respectively. The appropriate strategy for BTV is one of aggressive growth in a position of strengths and opportunities. The study highlights key techniques, including the application of information technology in service and promotion, the strengthening of community and government roles, the development of infrastructure and facilities, the utilization of external resources, sustainable innovation, and the encouragement of local governments to issue regulations for halal tourism villages. By identifying drivers and barriers from an economic, environmental, social, and cultural perspective, the SWOT analysis results help design strategies that can make positive contributions to the development of sustainable, community-based halal tourism and digital information in the future. Full article

This study integrates Expectation–Confirmation Theory (ECT) and the existing literature on service failure to propose a novel service gaps model. This model categorizes service gaps into three dimensions: Gap 1—the service delivery system gap; Gap 2—the customer needs and requests gap; and Gap 3—the unprompted and unsolicited service behaviors gap. This study examines the effects of these service gaps and recovery satisfaction on repurchase intention, as well as the moderating role of service recovery in the relationship between recovery satisfaction and repurchase intention. Based on the findings, this study offers practical recommendations to address service gaps, enhance recovery satisfaction, and ultimately improve customers’ repurchase intentions in the restaurant industry. Full article

Globalization and market saturation have led Portuguese textile companies to seek international markets not only for growth but also to contribute to their country’s international image. This study aims to explore how the internationalization of the Portuguese textile sector into the Chinese market contributes to Portugal’s destination image and identify the critical success factors in this process. The research follows an inductive, qualitative methodology based on semi-structured interviews with two groups of companies: those already operating in China (n = 5) and those preparing to enter the market (n = 5). The interviews were thematically analyzed to extract key patterns and insights. The findings reveal that successful companies operate in the luxury segment, rely on prior international experience, and often use local intermediaries. Firms planning to internationalize highlight quality differentiation, brand authenticity, and innovation as strategic advantages. These insights support the role of niche positioning and cultural adaptation in building both commercial success and a refined international image of Portugal. This study contributes to the literature by linking internationalization and destination branding through industry-specific case evidence and offers practical implications for managers targeting emerging markets like China. Full article

Online reviews increasingly shape experiential travel decisions. This study investigates how structural and linguistic features of user-generated content influence peer endorsement in wine tourism. While prior research has explored review valence and credibility, limited attention has been paid to how micro-level textual and identity cues affect social approval metrics such as likes. Grounded in the Elaboration Likelihood Model, the analysis draws on 7942 TripAdvisor reviews using automated web scraping, readability metrics, and multivariate regression. Results indicate that location disclosure significantly increases likes, while higher textual complexity reduces endorsement. Title length and reviewer contributions function as peripheral cues, with an interaction between complexity and title length compounding cognitive effort. Findings refine dual-process persuasion theory and offer practical insights for content optimization in post-pandemic tourism engagement. Full article

This study examines how memorable tourism experiences (MTEs) influence tourists’ intention to recommend coastal tourism destinations. Using a quantitative approach of PLS-SEM analysis and a disjoint two-stage approach, this study examines MTE as a higher-order construct (HOC) with its seven dimensions and the moderating role of coastal destination competitiveness (CDC) in structural relationships. Data were collected through purposive sampling from 339 tourists who had visited Likupang, one of the priority tourism destinations in Indonesia. The results show that MTE plays a crucial role in increasing perceived economic value (PEV) and place attachment (PLA), and it is directly related to the intention to recommend the destination (ITRD). In addition to the prominent mediation role of PEV, these findings reveal that the CDC can strengthen or weaken the influence of these factors on tourists’ intention to provide recommendations. Specifically, the CDC can strengthen PLA influence towards intention to recommend, whereas, in contrast, it weakens the PEV in driving these intentions. The findings of this study expand the horizon of managing coastal tourism with an understanding of tourist behavior, particularly through a focus on improving MTE from the dynamics of its seven dimensions in encouraging promotion through tourist recommendations while optimizing the natural competitiveness elements of Likupang. Full article

This study analyzes how Vietnam’s Ministry of Culture, Sports and Tourism (MoCST) communicates policy implementation in tourism governance through 35 official responses to citizen petitions, using Heidbreder’s Multilevel Policy Implementation Strategies Framework (centralization, agencification, convergence, networking). Content coding, frequency analysis, co-occurrence network, and sentiment analysis reveal a dominant centralization pattern, with MoCST maintaining strong top-down control in decision-making and resource allocation. Convergence reflects increased inter-ministerial coordination, while agencification is limited, and networking with private or civil sectors remains weak. This weak networking limits participatory decision-making and hinders the development of adaptive, community-based tourism initiatives, which are crucial for sustainable tourism governance. Positive sentiment is more associated with centralized and convergent actions, indicating institutional trust. The study extends Heidbreder’s framework to a non-Western, centralized context and calls for stronger local agency roles and inclusive networks to enhance resilience and community ownership in policy implementation. Full article

This paper focuses on regeneration projects in ‘first-generation’ seaside resorts in England from the perspective of those leading and managing such projects. There have been numerous recent initiatives intended to revive seaside resorts and enable them to regain competitiveness, but limited analysis of what is necessary for such regeneration projects to be successful. This paper contributes to debates about the role of critical success factors (CSFs) in regeneration by identifying issues that apply to the specific context of seaside resorts. In-depth interviews were undertaken with ten managers responsible for individual projects focusing on the CSFs necessary for regeneration projects to succeed. Four such factors were identified: (1) the need to secure appropriate funding (and associated difficulties); (2) the importance of involving stakeholders (particularly the local authority and local community); (3) the need for a strong business plan (which must evolve as the project progresses); and (4) the importance of considering best practices elsewhere. The importance of each success factor varied by the sector (public/commercial/third) leading the regeneration initiative and varied at different stages of a regeneration project. These findings have practical implications for local authorities, commercial enterprises, and third-sector bodies in seaside destinations. Full article

Sociodemographic aspects influence consumer perception in a food hall. This study evaluates the attributes that determine the gastronomic experience and examines how sociodemographic aspects (age, education level, income, consumption) affect the perception of restaurant attributes, satisfaction, and loyalty. Using a valid sample of 420 participants, exploratory factor analysis and multiple regression were applied. The results show that education level and income significantly affect satisfaction (β = −0.173; p = 0.006 and β = 0.195; p = 0.015, respectively) and loyalty dimensions, including revisit intention (β = −0.179; p = 0.004 and β = 0.269; p = 0.001), recommendation (β = −0.171; p = 0.005 and β = 0.295; p = 0.001), and intention to say positive things (β = −0.120; p = 0.051 and β = 0.215; p = 0.006). Unlike prior studies focused on traditional restaurants, this research offers new empirical evidence within food halls as hybrid gastronomic spaces. The findings provide practical insights for food hall managers and urban tourism developers by emphasizing the importance of segmenting marketing strategies according to education, income, and visit frequency to enhance customer satisfaction, loyalty, and destination attractiveness. Full article

As health and well-being become central concerns in the post-pandemic tourism landscape, health tourism is evolving to prioritize not only physical recovery but also psychological engagement and emotional value. This study explores how gamified design can enhance tourist participation and experience quality within health-related tourism contexts. By integrating theories from tourism psychology and game-based experience design, a structural equation model is proposed to examine the relationships among memorable tourism experiences, tourist motivation, game design elements, flow experience, and perceived value, and their joint influence on behavioral intention. Data collected from tourists who engaged in gamified experiences were analyzed using structural equation modeling (SEM) techniques. The results identify a dynamic “participation–immersion–value” mechanism, in which gameful design fosters flow and perceived value, thereby mediating gamification’s impact on behavioral intention. These findings offer valuable insights for health tourism developers and experience designers seeking to create emotionally engaging, motivating, and sustainable visitor experiences in the context of health and well-being. Full article

This study introduces a novel reflective–formative hierarchical model specification for the classic push–pull tourist motivation construct, aligning its measurement with the theoretical distinction between intrinsic “push” drives and external “pull” attributes. Unlike the traditional reflective-reflective structuring of tourist motivation we defied the higher order factors (novelty, knowledge and facilities as formative. Using partial least squares structural equation modeling (PLS-SEM) on a purposive sample of 319 international tourists, we empirically validate the reflective–formative (reflective first-order, formative second-order) model. The reflective–formative model showed a superior fit and predictive power: it explained substantially more variance in key outcome constructs (social motives (R² = 53.60) and self-actualization (R² = 23.10)) than the traditional reflective–reflective specification (social motives (R² = 49.30) and self-actualization (R² = 21.70)), which is consistent with best-practice guidelines for theoretically grounded models. In contrast, the incorrectly specified reflective–reflective model showed stronger effects between unrelated constructs, supporting concerns that choosing the wrong type of measurement model can lead to incorrect conclusions. By reconciling the push–pull theory with measurement design, this work’s main contributions are a theoretically justified reflective–formative model for tourist motivation, and evidence of its empirical benefits. These findings highlight a methodological innovation in motivation modeling and underscore that modeling push–pull motives formatively yields more accurate insights for theory and practice. Full article

Higher education in tourism plays a pivotal role in the development of the tourism sector in Portugal—one of the country’s most vital economic pillars. In recent years, there has been growing interest in the adoption of innovative teaching methodologies by higher education institutions, aiming to foster more dynamic and student-centered learning environments. This article analyzes, through a qualitative approach grounded in educational and social science research, the main pedagogical and didactic strategies employed in leading tourism programs across Portugal. Drawing on a content analysis of curricular unit descriptions and all relevant public pedagogical information available on official institutional websites, this study provides a critical overview of current didactic practices. Finally, the research reflects on the degree to which innovative teaching and research practices are integrated and discusses their alignment with recognized international standards and best practices. This study contributes to bridging a significant research gap by systematically linking pedagogical practice in Portuguese tourism programs with global educational standards. Full article

The increasing use of Global Positioning System (GPS) tools reshapes nature-based recreational practices. While previous research has examined the role of GPS technologies in outdoor recreation, limited attention has been given to the specific factors driving GPS use in nature-based settings such as natural parks. This case study examines the sociodemographic, behavioural, motivational and experiential factors influencing GPS use among visitors to the Capçaleres del Ter i del Freser Natural Park (Catalonia, Spain). A structured visitor survey (n = 999) was conducted over a one-year period and a hierarchical binary logistic regression model was applied to evaluate the explanatory contribution of four sequential variable blocks. The results showed that the behavioural factors (i.e., physical activity intensity) emerged as the strongest predictor of GPS use. Additionally, the final model demonstrated that visitors who were younger, engaged in higher-intensity physical activities, motivated by health-related goals, undertook longer routes, and reported more positive experiences were significantly more likely to use GPS tools during their visit. These findings highlight the need to adapt communication strategies to diverse visitor profiles and leverage volunteered geographic information (VGI) for improved visitor monitoring, flow management, and adaptive conservation planning. Full article

Tourism development in coastal zones is often guided by marketing strategies focused on promotion, without real integration with the ecological, identity, and planning challenges facing these territories. This disconnection compromises environmental resilience, dilutes local cultural identity, and hinders adaptive governance in contexts of increasing tourism pressure and climate change. In response to this problem, the article presents the concept of Blue Marketing, a place-based, sustainability-oriented approach designed to guide communication, product development, and governance in marine and coastal destinations. Drawing on socio-environmental marketing and inspired by Integrated Coastal Zone Management (ICZM), the study proposes a Blue Marketing Decalogue (BMD), structured into three thematic blocks: (1) Ecosystem-focused sustainability, (2) cultural identity and territorial uniqueness, and (3) strategic planning and adaptive governance. Methodologically, the decalogue is empirically grounded in a territorial diagnosis of the Barbate–Vejer coastal corridor (Cádiz, Spain), developed through Geographic Information Systems (GIS), local planning documents, and field observations. This case study provides a detailed analysis of ecological vulnerabilities, cultural resources, and tourism dynamics, offering strategic insights transferable to other coastal contexts. The BMD incorporates both strategic and normative instruments that support the design of responsible tourism communication strategies, aligned with environmental preservation, community identity, and long-term planning. This contribution enriches current debates on sustainable tourism governance and provides practical tools for coastal destinations aiming to balance competitiveness with ecological responsibility. Ultimately, Blue Marketing is proposed as a vector for transformation, capable of reconnecting tourism promotion with the sustainability challenges and opportunities of coastal regions. Full article

This research proposes a framework for Eudaimonic well-being in destination competitiveness. This framework is based on the theoretical Ritchie and Crouch’s model (1993, 2000, 2003) and the recent theoretical notion that a travel trip may influence life satisfaction through tourists’ experiences. We conducted a qualitative study based on 34 in-depth interviews with key tourism stakeholders in Cape Verde, a small island developing country (SIDS) dependent on the tourism sector. The findings contribute to identifying specific sources of positive and negative effects that may affect the tourists’ and residents’ overall sense of well-being and thus affect the overall destination competitiveness. Full article

The COVID-19 pandemic revealed long-standing vulnerabilities in island tourism economies such as Crete and Chios, including seasonality, overdependence on mass tourism, and limited innovation adoption. This study investigates how sustainable tourism, regional development, and innovation interconnect in these two cases. Drawing on structured questionnaires addressed to tourism stakeholders in Hersonissos (Crete) and Chios, we apply a comparative analysis through descriptive and inferential statistics. The findings reveal a common interest in diversifying tourism offerings through digital transformation and alternative tourism models. Hersonissos demonstrates higher engagement with innovation-led strategies, while Chios reflects a cautious but growing inclination toward eco-tourism and cultural tourism initiatives. The study employs a comparative cross-sectional design based on structured questionnaires addressed to 71 tourism stakeholders in Hersonissos and Chios. Data were collected through purposive sampling that was completed in July 2023. As a practical outcome, we propose the Regional Innovation Index in Tourism—a composite tool designed to assess innovation readiness at the local level. This index enables policymakers to evaluate the strategic capacity of tourism regions and supports the formulation of long-term, place-based development strategies aligned with EU policy goals and the transition to a green economy. Full article

The COVID-19 pandemic severely impacted Japan’s inbound tourism, but recent recovery trends highlight the growing importance of Chinese tourists. Understanding their motivations is crucial for revitalizing the industry. Building on our previous framework, this study applies Transformer-based natural language processing (NLP) models and principal component analysis (PCA) to analyze large-scale user-generated content (UGC) and identify key motivational factors influencing Chinese tourists’ visits to Hokkaido. Traditional survey-based approaches to tourism motivation research often suffer from response biases and small sample sizes. In contrast, we leverage a pre-trained Transformer model, RoBERTa, to score motivational factors like self-expansion, excitement, and cultural observation. PCA is subsequently used to extract the most significant factors across different destinations. Findings indicate that Chinese tourists are primarily drawn to Hokkaido’s natural scenery and cultural experiences, and the differences in these factors by season. While the model effectively aligns with manual scoring, it shows limitations in capturing more abstract motivations such as excitement and self-expansion. This research advances tourism analytics by applying AI-driven methodologies, offering practical insights for destination marketing and management. Future work can extend this approach to other regions and cross-cultural contexts, further enhancing AI’s role in understanding evolving traveler preferences. Full article

The purpose of this study is to reveal the characteristics of wine tourists by determining their demographic and psychographic profiles, the effects of their travel motivations and lifestyles on their attitudes towards wine tourism, and the relationships between their demographic characteristics and attitudes. Based on a quantitative approach, study data were collected using a questionnaire. The sample consists of tourists who had visited a winery or participated in the vintage in a wine destination. Wine tourists’ principal motivations were pull factors and wine-related motivations. Their attitudes towards wine consumption had higher mean values than attitudes towards info-seeking, meaning that wine tourists preferred to taste wine and shop from wineries more than learn about wine. Regarding lifestyles, they were mostly innovators and experiencers. For destinations like Türkiye, wine tourism is a significant economic and sociocultural development tool. It is the first study to identify the wine tourists’ profile based on VALS-2, thereby providing a different perspective for the literature. Full article

This study develops and tests an integrated structural equation model (SEM) linking Butler’s Tourism Area Life Cycle (TALC), residents’ quality of life (QoL), and community participation in sustainable tourism governance (STG) across three emerging island destinations in Aceh, Indonesia. Drawing on survey data from 1266 residents, we employ confirmatory factor analysis and covariance-based SEM to (1) assess the direct effects of TALC-derived dimensions on residents’ QoL; (2) examine the influence of residents’ QoL on governance participation; and (3) evaluate both direct and indirect pathways linking TALC to STG. Rather than distinct life cycle stages, we conceptualize and measure residents’ perceptions of destination maturity based on key TALC dimensions, such as infrastructure development, tourism intensity, and institutional coordination. Results indicate that higher perceived destination maturity is positively associated with residents’ QoL (β = 0.21, p < 0.001), and that residents’ QoL strongly predicts governance participation (β = 0.31, p < 0.001). TALC dimensions also directly affect STG (β = 0.23, p < 0.001), with residents’ QoL partially mediating this relationship and accounting for 22.4% of the total effect. Multigroup SEM reveals consistent effect patterns across Weh, Pulo Aceh, and Simeulue. These findings illustrate how TALC-informed perceptions of destination maturity relate to residents’ quality of life and governance participation, suggesting that perceived well-being may play an important role in shaping community engagement in small-island tourism contexts. Full article

In the context of macroeconomic recovery and accelerating digital transformation in the post-pandemic era, the hotel industry in China is undergoing profound structural changes. This research investigates the core competencies required for hotel managers to navigate these challenges. Data was collected via a quantitative survey involving a structured questionnaire, was conducted among hotel managers in Shanghai, China, resulting in 404 valid responses. Employing exploratory factor analysis using SPSS, this study identifies seven key competency dimensions encompassing 36 ranked items, including interpersonal communication, leadership, operational knowledge, human resource management, financial analysis, technology, and administrative management. The results show that economic recovery has brought new opportunities but also challenges to the hotel industry, and that managers must possess a diverse set of core competencies to adapt to the demanding new market changes. The novelty of this research lies in its empirical grounding and its focus on the intersection of digitalization and economic recovery within China’s hotel industry. It pioneers a dynamic strategic competency framework tailored to the evolving demands of the hotel industry during a period of economic volatility, providing empirical evidence and advice for optimizing the industry’s talent training systems. Simultaneously, it brings a new perspective for dealing with the recovery path for the hotel enterprises in other urban and travel destinations, aiming to promote industry sustainability and competitive advantages. Future research could extend the proposed framework by exploring its applicability across different cultural and economic contexts. Full article

Sustainable tourism has become a strategic imperative, particularly in Bali Island, where tourism drives regional economic growth. In this study, we investigate the mediating role of green service innovation in the relationship between the marketing mix and business performance among small and medium-sized enterprises (SMEs) in Bali Island’s tour and travel sector. We seek to understand how sustainability-oriented innovation contributes to enhancing SME competitiveness and long-term performance. A quantitative approach was adopted, using structured survey data from 387 tour and travel business owners registered with the Bali Provincial Tourism Office. Structural Equation Modeling (SEM) was employed to assess both the direct effects of the marketing mix on business performance and the indirect effects mediated by green service innovation. The findings indicate that the marketing mix does not directly influence green service innovation or business performance. However, green service innovation significantly enhances business performance, confirming its mediating role. This suggests that traditional marketing strategies are insufficient unless aligned with sustainability-driven innovation. Green service innovation acts as a strategic resource that strengthens business performance in tourism SMEs. We provide theoretical and practical insights into how integrating sustainability into marketing and operational strategies can enhance SMEs’ competitiveness and support sustainable tourism development. Full article