Tour. Hosp., Volume 6, Issue 5 (December 2025) – 49 articles

As inclusive and accessible tourism continues to expand, communication barriers remain a major obstacle for travelers with diverse needs. This study examines how infographics can function as a strategic communication tool to enhance accessibility, inclusivity and comprehension in tourism marketing. A quantitative survey with 187 tourism businesses in Kefalonia, Greece, assessed perceptions of infographic use through constructs adapted from the Technology Acceptance Model (TAM) & Usefulness, Satisfaction and Ease of use (USE) frameworks. Findings show that perceived usefulness and ease of learning directly influence intention to adopt infographics, while ease of use and perceived efficiency affect adoption indirectly through satisfaction. The study advances tourism and marketing literature by linking accessibility with visual communication strategies and offers practical guidance for Destination Management Organizations (DMOs), Small and Medium-sized Enterprises (SMEs) and policymakers on using infographics to promote clarity and equitable information access. Full article

This study examines the adoption of artificial intelligence (AI) among micro and small hospitality enterprises in Slovenia, a small EU economy where digital transformation remains limited. It explores how organisational characteristics and managers’ attitudes toward AI are related to its adoption and firms’ operating revenues. Data were collected from 286 accommodation and food-and-beverage enterprises through a structured questionnaire completed by managers or owner–managers, complemented by secondary official financial data. Using ordinary least squares regression, the analysis examined associations among organisational characteristics, managerial attitudes, AI use intention and adoption, and financial performance. The results indicate that firm size and structural features alone are not closely linked to digital transformation. AI adoption shows stronger associations with managers’ positive attitudes and with factors such as non-family ownership and smaller firm size. The overall General Attitudes toward AI Scale (GAAIS) score showed no direct relationship with revenue, but two specific items—enthusiasm for AI and recognition of business opportunities—were positively associated with higher revenues. Among AI tools, only smart text editors and CRM systems were statistically associated with revenues, suggesting that better-performing firms are more likely to use simpler, more affordable technologies. The study provides contextual evidence on behavioural and organisational dimensions of AI adoption in resource-constrained hospitality SMEs. Full article

Traditional foods (TFs) represent a key component of regional cultural identity and gastronomic heritage, particularly within the hospitality sector. The growing interest of tourists in authentic, locally sourced and sustainable food underscores the importance of understanding the perceptual and socio-demographic factors that shape their preferences and choices regarding TFs. The aim of this study is to identify and explain the factors that influence tourist attitudes toward dishes prepared with TFs in the hospitality sector, as well as to examine the extent to which socio-demographic characteristics predict tourists’ purchasing decisions. For this purpose, the Tourist Perception and Preferences Model in the Context of Traditional Foods (TPP-TF model) and the Perceptual Factors Scale for Traditional Food Consumption (PFS-TFC) were developed. The research was conducted on a sample of 507 respondents in the A.P. Vojvodina (Republic of Serbia), employing both exploratory and confirmatory factor analyses, which identified the following three key factors: socio-cultural, ecological, and economic. The results of the logistic regression analysisshowed that income level and place of residence significantly influenced the decision to purchase dishes based on traditional foods (TFs). Tourists with higher income levels were substantially more likely to purchase TFs, highlighting the role of economic affordability in shaping consumer choices. Conversely, individuals residing in urban areas showed a significantly lower likelihood of purchasing TFs compared to rural respondents, suggesting that traditional food consumption remains more rooted in rural environments and is closely associated with cultural proximity. Full article

The contemporary digital landscape overwhelms visitors with fragmented and dynamic information, complicating travel planning and often leading to decision paralysis. This paper presents a real-world case study on the design and deployment of an intelligent tourism assistant for Valencia, Spain, built upon a Retrieval-Augmented Generation (RAG) architecture. To address the complexity of integrating static attraction data, live events, and geospatial context, we implemented a multi-agent system orchestrated via the ReAct (Reason + Act) paradigm, comprising specialized Retrieval, Events, and Geospatial Agents. Powered by a large language model, the system unifies heterogeneous data sources—including official tourism repositories and OpenStreetMap—within a single conversational interface. Our contribution centers on practical insights and engineering lessons from developing RAG in an operational urban tourism environment. We outline data preprocessing strategies, such as coreference resolution, to improve contextual consistency and reduce hallucinations. System performance is evaluated using Retrieval Augmented Generation Assessment (RAGAS) metrics, yielding quantitative results that assess both retrieval efficiency and generation quality, with the Mistral Small 3.1 model achieving an Answer Relevancy score of 0.897. Overall, this work highlights both the challenges and advantages of using agent-based RAG to manage urban-scale information complexity, providing guidance for developers aiming to build trustworthy, context-aware AI systems for smart destination management. Full article

This study investigated how consumers’ food consumption needs and perceptions influence their attitudes and behavioral intentions toward food truck dining. Drawing on the stimulus–organism–response (SOR) framework, perceived risks and benefits were conceptualized as external stimuli; food consumption needs (necessity vs. enjoyment) and attitudes represented the organism; and behavioral intentions denoted the response. Data were collected via Amazon Mechanical Turk and analyzed using structural equation modeling and multigroup comparisons based on prior food truck experience. Perceived benefits and food enjoyment positively influenced attitudes, whereas perceived risks negatively influenced attitudes. Attitude significantly predicted future behavioral intentions, whereas food as a necessity did not. The multigroup analysis revealed that prior experience moderated these relationships; perceived benefits and risks primarily guided inexperienced consumers, whereas experienced consumers formed attitudes mainly through hedonic needs. These findings contribute to the literature by integrating the SOR and value–attitude–behavior hierarchies to explain cognitive and motivational mechanisms underlying food truck patronage. They also highlight the moderating role of prior experience, which reshapes the strength of the model’s key paths. The study offers practical implications for food truck operators seeking to balance risk mitigation with perceived benefits to encourage repeat patronage. Full article

Customer satisfaction (CS) is a cornerstone of competitiveness in the hospitality sector, particularly in restaurants, where service interactions are highly sensory and time-sensitive. Traditional measurement instruments, such as SERVQUAL, SERVPERF, and the American Customer Satisfaction Index, provide valuable diagnostic insights but remain limited by recall bias, social desirability, and delayed feedback. Advances in deep learning now enable non-intrusive, real-time monitoring of customer experience. This study evaluates the feasibility of using a convolutional neural network (CNN) to automatically classify customer satisfaction based on facial expressions captured at the point of payment in a restaurant. From an initial dataset of over 5000 images, 2969 were validated and labeled through a binary self-report mechanism. The CNN, implemented with transfer learning (MobileNetV2), achieved robust performance, with 93.5% accuracy, 92.8% recall, 91.0% F1-score, and an area under the ROC curve of 0.93. Comparative benchmarks with Support Vector Machine and Random Forest classifiers confirmed the superiority of the CNN across all metrics. The findings highlight CNNs as reliable and scalable tools for continuous CS monitoring, complementing rather than replacing classical survey-based approaches. By integrating implicit, real-time signals with traditional instruments, restaurants can strengthen decision-making, enhance service quality, and co-create personalized experiences while addressing challenges of explainability, external validity, and data ethics. Full article

The present paper deals with community participation in destination planning, using the small town of Koroni in Greece and the associated Maniatakeion Foundation as a case study. Benefiting from the author’s consulting experience and based on interviews with the foundation’s owner and the local community, on local press articles and a business plan on the development of Koroni, the paper aims at exploring the following: (A) how the participation of the local community in destination planning can lead to concrete plans and actions towards achieving sustainable development; and (B) the role of civil society organisations to this end. At first, the existing development model of Koroni is outlined. Then, the new development model of Koroni, based on the Mediterranean Diet, is analysed: how it was crafted; how it was implemented; what the role of the Maniatakeion Foundation was; and whether it was embraced by the local community groups. It is shown that (A) Koroni managed to shift from a mass tourism development model towards an alternate model that is rooted in sustainable development. Also, the fact that Koroni, which had no brand name (even on a local level), succeeded in acquiring an international brand name through the inscription of the Mediterranean Diet on the UNESCO Intangible Heritage List; (B) the destination planning process was initiated, coordinated, and operated by the local civil organisation Maniatakeion Foundation. The key lesson of broader application to be taken is that civil society organisations can build integrity and capacity and play a leading (and not only a supportive-supplementary) role in destination planning. Full article

This article analyzes the construction of the Digital Extended Self of digital influencers from the travel channel Travel Channel, drawing on R. W. Belk’s theory. The study employs a qualitative exploratory–descriptive approach, using a case study as its methodological strategy. Data collection involved analyzing five podcast interviews with the channel’s founders, along with videos published between 2022 and 2024. In addition, viewer comments on these videos were extracted and examined. All materials were analyzed using Bardin’s content analysis. The results reveal a strong presence of the Extended Self dimensions, co-construction, and sharing, showing that interaction with the audience actively shapes the influencers’ identity and content. The dimensions of dematerialization (e.g., cloud storage) and distributed memory (the use of digital records as extensions of memory) were also evident. Reincarnation (the use of avatars or personas) was the least observed dimension, a finding attributed to the influencers’ authentic style and focus on real-life experiences. Overall, the Digital Extended Self of the Travel Channel emerges as a genuine and organically constructed entity, resulting in an aggregated Self that reflects a strong connection with its audience. This research provides valuable insights into how Belk’s theory can be applied to the in-depth analysis of digital materials. Full article

Culinary culture shock (CCS)—the discomfort and ambivalence travelers feel when encountering unfamiliar foods—remains underexplored from a short-horizon, trip-bounded perspective. While prior work notes both attractions and impediments of food in tourism, a process-oriented account of how ordinary travelers experience and navigate CCS during brief trips is still limited. This study examines CCS in Guangzhou, China and delineates how it shapes travelers’ evaluations of place. We adopt a qualitative design, combining 30 semi-structured interviews with in situ ethnographic observations across markets, street-food settings, restaurants, and guided food tours, supplemented by document analysis (e.g., visitor materials and menus). Using reflexive thematic analysis, we identify three recurrent coping trajectories—avoidance, gradual adaptation, and immersion—that unfold nonlinearly as travelers recalibrate expectations, manage sensory dissonance, and renegotiate comfort boundaries. We integrate expectancy–disconfirmation theory (EDT) with an embodied view of tasting to develop the Palate Adaptation Spiral Model (PASM), which explains CCS as recursive cycles of appraisal, strategy enactment, and re-appraisal within the span of a trip. Social influence (peers, guides, and service staff) operates as a cross-cutting mechanism that can accelerate adaptation or entrench avoidance depending on cue valence and credibility. The study clarifies the scope of CCS as general travel encounters (not restricted to culinary-motivated tourists) and specifies contextual conditions under which negative reactions are reversible. Theoretically, we connect EDT to short-term culinary adaptation through PASM; practically, we outline design levers—pre-trip expectation management, pictorial/transparent menus, and guide-mediated tasting sequences—to reduce anxiety and support constructive exploration. Full article

This study examines the travel behaviour and motivations of tourists visiting heritage attractions in the Sekhukhune District Municipality (SDM) in South Africa, as part of the sustainable development of rural heritage tourism. A quantitative approach through a means of a questionnaire was used to collect data from a sample size of 208 respondents at major heritage attractions in the study area. The results indicate that the respondents are primarily motivated by cultural performances, historical stories and sites associated with mining and agricultural heritage. This study identified that tourists are more concerned about the level of crime and environmental degradation as inhibiting factors to their attitudes and behaviours of participation. This study also demonstrates the socio-economic and environmental barriers rural municipalities deal with. This study provides practical recommendations for enhancing cultural engagement, addressing safety concerns, and promoting local economic development, thereby fostering a more sustainable and inclusive approach to heritage tourism in the SDM. Full article

Cultural landscapes are facing increasing challenges in terms of sustainable financing, owing to fiscal austerity and limited public funding. This study explores tourists’ willingness to pay (WTP) for the conservation of cultural landscapes through Japan’s Furusato Nozei (Tax payment to hometown)—a policy that pairs tax deductions with tangible “return gifts,” institutionalising a form of mixed (or “impure”) altruism that can convert intention into action. Using a survey of 500 visitors to Shibamata, Tokyo, we estimate an integrative model that links psychological pathways (motivation → destination evaluation), behavioural investments (time, spending, and interactions with residents), and socio-demographic characteristics. To analyse the collected data, we use partial least squares structural equation modelling. Results reveal that interaction with local communities has the strongest direct effects on WTP, while motivation influences WTP indirectly through destination evaluation. Age shows a negative relationship, whereas marital status has a positive one; income and gender are not significant predictors. These findings suggest that institutional incentives embedded in Furusato Nozei can transform altruistic intention into actual financial support for heritage conservation. This study contributes theoretically by linking institutional design to behavioural intention–action gaps and practically by providing insights for participatory and incentive-based heritage financing. The findings are based on a single-site case in Shibamata, Tokyo, and should therefore be interpreted within its local and cultural context. Full article

Accommodation tax represents an increasingly important fiscal instrument for financing tourism development and destination management organizations (DMOs). This paper examines the structure, distribution, and utilization of accommodation tax revenues in Slovakia, with comparative insights from Switzerland. Drawing on financial data from 905 Slovak municipalities (2017–2023), the study investigates the relationship between taxation, public–private funding, and sustainability-oriented expenditures. The results highlight that accommodation taxes serve as both a stable and flexible revenue source for DMOs but remain geographically uneven, reflecting disparities in tourism density and local administrative capacity. The study contributes to tourism economics and governance literature by illustrating how destination funding evolves in emerging European economies. Theoretical and practical implications for equitable and sustainable DMO financing are discussed. Full article

This mixed-methods case study explores risk management in hotel events using a large resort hotel in Portugal as its empirical setting. Addressing a critical gap between theoretical risk frameworks and their practical application, the research examines which risks are prioritized, how they are perceived, and who owns them across different organizational roles. The study combines a quantitative probability-impact matrix with a qualitative analysis of interviews using a systematic code co-occurrence analysis structured by established risk categories. Quantitatively, operational and safety-related threats, such as accidents during setup, were identified as the most critical. The qualitative findings, however, revealed a stark contrast in siloed risk cultures. The Events Department demonstrated comprehensive, experience-based ownership of risks across all categories. In contrast, other departments exhibited a narrow, operationally focused awareness and showed significant risk blind spots for entire categories, such as Event Planning and Human Resources. This divergence fosters accountability gaps and normalizes recurring issues. Integrating the findings demonstrates that the primary challenge is not the risk register itself but rather the fragmented organizational perception and presence of these blind spots. The study concludes that bridging these perceptual silos is essential for building a resilient, proactive risk culture. The study contributes to theory by empirically mapping divergent risk cultures and blind spots, thereby highlighting the limitations of purely quantitative assessments. It offers a practical diagnostic method and recommendations for using categorical analysis to foster cross-departmental dialogue and shared ownership in hotel event management. Full article

Lifestyle entrepreneurship has become a crucial phenomenon in tourism, especially in low-density rural territories where traditional business models struggle to sustain economic and social vitality. Understanding how lifestyle entrepreneurs combine personal values, community attachment, and territorial identity is essential to uncover how entrepreneurship can promote sustainable development and resilience in these fragile regions. This study investigates how lifestyle-based entrepreneurs in rural Portugal embed themselves in local contexts and contribute to community revitalisation through tourism. A qualitative multiple case study was conducted with three ventures located in the Planalto Mirandês region, using semi-structured interviews, document analysis, and field observations. Thematic analysis was applied to identify key patterns of motivation, community involvement, innovation, and challenges. The results show that lifestyle entrepreneurs are primarily driven by intrinsic motivations related to self-fulfilment and attachment to place rather than profit. Their engagement with the community varies from transactional collaborations to transformational partnerships, generating social, cultural, and environmental values. This study advances the literature by proposing a conceptual model that integrates individual, relational, and territorial dimensions of embedded entrepreneurship, revealing how authenticity and social purpose shape innovation in rural tourism. Practically, the findings provide guidance for policy makers, local authorities, and development agencies seeking to design support mechanisms that enhance the contribution of lifestyle entrepreneurs to sustainable rural regeneration. Full article

Zanzibar has witnessed fast growth in tourism due to its natural beauty and unique cultural values. On average, about 600,000 tourists arrive annually, creating demand for more hotels, which significantly adds to the generation of waste streams on the island. Food waste is a multifaceted issue and a cross-sectoral problem. However, existing research on food waste management in hospitality focuses mainly on operational and managerial perspectives, while overlooking the role of stakeholder engagement and their social interactions, creating a gap in understanding the relational and context-specific factors shaping sustainable practices, particularly in small island destinations. Therefore, collaborative efforts from different stakeholders are required to ensure sustainable waste management. This study aims to map the key stakeholders and analyze engagement dynamics and structural patterns of social networks to improve hotel food waste management as part of a sustainable tourism strategy in Zanzibar. Stakeholder mapping and analysis, and social network analysis, were applied to examine both the dynamic and interaction patterns. Semi-structured interviews were conducted with different stakeholders related to tourism and waste management operations to solicit their roles, responsibilities, interests, knowledge, interaction, information sharing, influence, and power in decision-making. The results revealed that waste management is the responsibility of local authorities, and there was limited interaction, information sharing, and coordination among stakeholders and across sectors. Building collaborative relationships is important and can be achieved by stimulating interactions through active communication platforms, including social media and online webinar sessions. Moreover, the study proposes a context-specific model for analyzing small-scale stakeholder interactions regarding food waste management in tourist hotels that can inform future stakeholder coordination and policy interventions. Full article

Wine tourism has become a key element for the economic and cultural development of Spanish rural areas, traditionally excluded from major tourist flows. This study analyzes the motivations of wine tourists in Spain and their influence on perceived value while also considering the moderating role of perceptions generated during the visit. A total of 357 valid questionnaires were collected between October and December 2022 and analyzed using structural equation modelling (PLS-SEM). Of the two hypotheses proposed, the positive influence of motivations on perceived value was confirmed, while the expected influence of perceptions on perceived value was not supported. The results highlight the importance of motivations as a determining factor for enhancing tourists’ perceived value and, therefore, their satisfaction and loyalty. These findings can be of great help to cooperatives and small wineries when designing wine tourism strategies and wine festivals that enrich the tourist experience and strengthen the positioning of destinations in the Spanish wine sector. Full article

This article presents the initial findings of the DIETALY project (Destination Italy in English Translation Over the Years), which explores the role of language and translation in shaping Italy’s international image as a tourist destination from the 1920s to the 1950s. Focusing on the national tourism agency ENIT, it analyses brochures, booklets and related materials produced for English-speaking markets during a period marked by Fascism, economic depression and post-war reconstruction. The study reveals that translation, localisation and adaptation were pivotal to ENIT’s communication strategy, facilitating cultural representation and adapting discourse in response to cultural, political and market changes. A case study of the Italy brochure series (1920–1937) illustrates the transition from literal translations to more adaptive, market-sensitive forms of linguistic mediation, reflecting growing awareness of audience expectations in Britain and the United States. Alongside this historical inquiry, the DIETALY project is developing a database that systematises the metadata of these dispersed materials. Although still in progress, this database is designed to support future qualitative and quantitative research, complementing the project’s demonstration of how ENIT’s multilingual discourse contributed to the construction of Italy’s identity as an attractive tourist destination for international audiences. Full article

While prior research has examined the role of smart technologies (e.g., IoT and AI) in sustainability, the combined influence of IoT, AI, and organizational capabilities on hotel sustainable performance, particularly through the mediating roles of data-driven decision-making and innovation capability, remains underexplored. This study investigates how the integration of smart technologies, specifically the Internet of Things (IoT) and artificial intelligence (AI), as well as dynamic managerial capabilities focusing on data-driven decision-making (DDM) and innovation capability (IC), enhances hotel sustainable performance (HSP) within the context of Saudi Arabia’s hospitality sector. Grounded in the Resource-Based View (RBV) and Dynamic Capabilities Theory (DCT), the research develops and tests a conceptual model that explores both the mediating roles of DDM and IC in the link between IoT and HSP and the moderating role of AI application in the relationships between IoT and DDM, IC, and HSP. Using data collected from 312 managers of four- and five-star hotels across Saudi Arabia, the study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the hypothesized relationships. The results reveal that IoT has a significant positive effect on HSP, DDM, and IC. Further, the IoT-HSP relationship is partially mediated by both DDM and IC. Furthermore, AI significantly strengthens the relationships between IoT and DDM, IoT and IC, and IoT and HSP, highlighting AI’s crucial role as an enabler of digital transformation and sustainability. The findings extend the RBV and DCT by demonstrating how technological resources, when combined with dynamic managerial capabilities, lead to superior sustainability outcomes. Practically, the study emphasizes that hotels must pair digital adoption with employee training, innovation culture, and AI-powered analytics to enhance HSP. Full article

This article explores participatory planning as a key tool for addressing the challenges of overtourism, a phenomenon that exerts complex pressures on the environment, social cohesion, and the cultural identity of cities, despite its contribution to economic growth. Through a comparative analysis of six European urban destinations with high tourism intensity, the study presents different forms of participatory processes as strategies for the sustainable management of tourism. The findings show that the active involvement of stakeholders—local authorities, professional associations, civil society organizations, and residents—strengthens the legitimacy and social acceptance of policies, while improving their overall effectiveness. The article examines whether existing strategies address the structural conditions that generate overtourism or are limited to managing its symptoms, and how the level of community engagement influences the sustainability of these policies. It also highlights that the concept of overtourism, while useful, is often overused in both public and academic discourse, which makes evidence-based analysis even more crucial. The study concludes that there is a pressing need for a more inclusive and strategically oriented model of tourism governance, one that goes beyond symptom management and targets the deeper causes of the phenomenon. Full article

This study aims to identify and critically compare multi-stakeholder frameworks and collaborative approaches for sustainable destination development. A comprehensive literature review was carried out, examining the most relevant frameworks published between 2014 and mid-2025. This study compares frameworks and collaborative approaches grounded in a real-life context, examining their operational mechanisms, foundational principles, and the adaptive perspectives tailored to specific destinations. The research questions were developed using the SPIDER tool, and the literature review was conducted using sources from various databases. Seventy-eight articles were included and typologically classified as applied, conceptual, and empirical. To deepen comparison, six focal cases were assessed in a five-criterion matrix. Three typical destination settings were presented and describe how frameworks are configured across contexts. The findings reflect a maturity scale, with empirical cases presenting a more comprehensive overview in relation to the criteria of the matrix. The discussion takes place through the identification of barriers and challenges of frameworks’ implementation and the introduction of two practical design levers, as an interpretive contribution, that are identified as mechanisms that go beyond the framework for upgrading the quality of implementation. The study contributes to the broader discussion on sustainable development and offers useful recommendations for future research in destination management. Full article

This study presents a comprehensive carrying capacity assessment for Gunung Gede Pangrango National Park (GGPNP), a key biodiversity hotspot in Java, Indonesia, integrating Physical Carrying Capacity (PCC), Real Carrying Capacity (RCC), and social-ecological correction factors. Using a PCC-RCC framework that combines GIS-based slope and land-cover analysis with an online visitor survey (camping n = 34; recreation n = 31) and 2020–2024 visitation statistics, we evaluated sustainable limits for hiking, camping, and recreation. Ecological and social constraints, primarily steep topography (>25% slope) and preferences for uncrowded conditions, reduce effective capacity by 96–99% from theoretical physical limits. The resulting daily RCC thresholds are 210–282 persons for hiking across three main trails, 131–204 for camping, and 803 for recreation, demonstrating that spatial availability is a poor predictor of sustainable capacity. Comparison with 2020–2024 visitation data reveals systemic overuse of the recreation zone on non-working days and pinpoints October as the most critical month. Given the park’s financial constraints, we recommend adopting dynamic visitor limits, developing a fee structure that reflects ecological value and demand, and diversifying revenue streams to mitigate degradation and ensure long-term financial and environmental sustainability. Full article

Alternative tourism contributes to the sustainable development of tourism and to the participation of communities in managing tourism within their territories. For this reason, it is pertinent to study the concept, characteristics, and benefits of alternative tourism, as well as its relationship with tourism competitiveness, leading to a methodology for evaluating the potential of a territory as an alternative tourism destination. The main objective of this research is to design a Sustainable Development Index in Alternative Tourism (SDIAT) based on Colombia’s tourism competitiveness indicators, which are focused on the dimensions of sustainable development, as a tool to identify the capacities of a territory associated with the development of this type of tourism. The methodology includes the application of the Delphi technique through a multidisciplinary panel of 15 experts. Two rounds have been conducted for discussion and dissemination based on the experts’ opinions, allowing consensus validation of three dimensions with their weightings and relationships, along with 21 indicators proposed for the index, which are articulated with the measurement of tourism competitiveness. The contribution lies in generating a measurement proposal applicable to different contexts that supports tourism planning and informed decision-making by destination managers, contributing to the creation of inputs for public policy. Full article

This study examines the interrelations among the perception of Gen Z towards tourism’s negative environmental impacts, adoption intentions of eco-friendly travel apps, and attitudes towards the value of these apps, as well as the mediating roles of adoption intention and attitude towards the value of eco-friendly travel apps in the relations between tourism’s perceived negative environmental impacts and sustainable travel behavior. Methodologically, this study extends the Theory of Planned Behavior by incorporating adoption intention and attitude towards eco-friendly travel apps as mediators between perception and sustainable behavior. This integrated model offers a novel application of TPB within digital sustainability contexts. This study reveals that awareness of tourism’s environmental consequences positively impacts the intention to use eco-friendly travel apps and fosters sustainable travel behaviors. These findings highlight and underscore the role of attitudes and technological adoption in sustainable tourism. This study offers some recommendations for future researchers to explore whether the current findings are consistent across different cultural contexts as well as for practitioners to make several practical recommendations to encourage sustainable travel behaviors among young travelers. Full article

Fun plays a pivotal role in unlocking positive outcomes. Tourists can fall head over heels for a destination or lose interest as they immerse themselves in their journey. This study examined the mediating role of fun in the relationship between service excellence and place love and further investigated how expectation congruence moderates this effect. Our findings reveal that service excellence exerts significant influences on all dimensions of fun. Moreover, the four dimensions of fun—social vigor, emotional spark, psychological zest, and flow–significantly affect place love. Additionally, expectation congruence significantly moderates the effect of service excellence on flow and emotional spark. Full article

The adoption of smart farm tourism in agritourism is primarily determined by consumer acceptance, yet limited research has assessed the psychological determinants of the intention to apply smart farm systems. The current study aimed to explore the impact of perceived value on consumer’s attitudes and intentions to use indoor smart farm restaurant systems in Al-Ahsa, Saudi Arabia, using a value–attitude–behavior framework. A cross-sectional survey was conducted among 110 participants, and partial least squares structural equation modeling (PLS-SEM) was employed to assess the hypothesized relationships. The final measurement model showed acceptable levels of convergent and discriminant validity. The results of the structural model demonstrated that the perceived value significantly predicted both attitudes (β = 0.687, p < 0.001) and intentions to use (β = 0.308, p = 0.002). Attitudes also had a direct positive effect on the intention to use (β = 0.557, p = 0.001) and significantly mediated the relationship between perceived value and intention (indirect effect β = 0.383, p = 0.003), accounting for 55.4% of the total effect. These results highlight the positive effect of perceived value in shaping favorable consumer attitudes and behavioral intentions towards the adoption of smart farm restaurant systems. As a consequence, targeting consumer perceived values would influence the behavioral attributes of consumers and support sustainable agritourism innovations in Saudi Arabia and beyond. Full article

This paper reflects on the results of a survey and aims to illuminate the operations of Destination Development, Management and Marketing Organisations (DDMMOs) by identifying different Key Performance Areas (KPAs), the indicators connected to them, and examining how they influence each other. Various linkages were explored between Enablers and Results performance areas, both within and across these categories. The use of multivariate statistical techniques such as Structural Equation Modelling (SEM), along with Analysis of Variance (ANOVA), chi-square tests, Pearson correlation, and other descriptive statistical methods yielded several insightful findings. The authors developed a research model which operated at an observation level and measured all the latent variables and tested all the hypothetical dependencies. The model investigates causal relationships among variables and understands how each contributes to overall performance. Researchers created a questionnaire using the EFQM framework, which consisted of seven constructs and 72 indicators rated on a Likert scale (1–5). Out of the 141 questionnaires distributed, 128 were considered valid and formed the sample for this research. All respondents were experienced employees/managers of DDMMOs in various roles. The results revealed that Leadership is one of the most valuable functions that DDMMOs can provide, and that when stakeholders trust the DDMMO, they become more efficient. The optimal size and ownership structure should be tailored to the specific needs of the destination, which can also influence how it manages its response. Furthermore, this paper revealed the link between sustainability and performance. The effectiveness of DDMMOs will largely determine the impact on the local economy and society. The research model developed together with the insights revealed is a testament of the practical relevance of this paper. Full article

While place branding strategies are increasingly implemented in rural tourism, they are criticised for issues of exclusion and homogenisation. In response, attempts have been made to rejuvenate place branding by integrating the ideology of place-shaping. To explore the conceptual distinctions between place branding and place-shaping, and the potential for integrating these two approaches, this paper examines the process of tourism programme and beyond in a peripheral rural community in Southwest China. This case study collected qualitative data from 2016 to 2023 to describe how the village was transformed by a top-down tourism initiative and how local stakeholders subsequently shaped these changes. Our empirical investigation reveals that sustainable rural tourism development requires integrating place branding strategies with the place-shaping process. While the administrative and financial support was required to promote the place branding, the exogenous approach led to a brand alien to the place. In contrast, residents and other stakeholders have shaped a living place beyond the programme. It entails an integration where elements from the place branding and place-shaping are recruited, reinterpreted, and reconfigured to support sustainable, place-based development. Full article

The main objective of this paper is to investigate how the interest in the value of performing arts and the awareness of the value of performing arts among local youth in Dhofar can influence their inclinations towards performing arts. Moreover, we have incorporated the perceived brand equity of the Dhofar region as a moderator in the proposed model. A structured questionnaire was administered to a sample of young residents in the Dhofar region (N = 415). The measurement instrument was developed based on the established literature concerning youth behavior, territorial branding, and the perceived value of performing arts. All items were measured using five-point Likert scales. The main theoretical constructs were operationalized as arithmetic means (composite scores) of their corresponding items: VPA (Value of Performing Arts, 9 items), APA (Awareness of Performing Arts, 10 items), YI (Youth Inclination, 11 items), and DBE (destination brand equity). Data analysis proceeded in several stages using Stata 17. The paper concludes that there is a positive and statistically significant effect of VPA on YI. Furthermore, our results confirmed that there is a positive relationship between the awareness of performing arts and youth inclination towards performing arts. Moreover, the results indicated that destination brand equity is not a significant moderator in the relationship, which means that there is no moderating effect of DBE that was confirmed on either path. This study underscores the need of preserving intangible cultural heritage by stimulating interests and developing suitable practices to make the Dhofarian youth inclined towards performing traditional arts. The findings of this study offer some policy implications to policymakers to sustain creating an interest in valuing traditional arts performance and increasing the awareness of these types of events, which are influential factors in shaping youth inclination towards performing traditional arts. The study suggests that generating awareness is vital in creating the intention among local youth to perform traditional arts. These findings suggest that policymakers provide support for traditional art performances by devising an institutional policy that provides structural support to increase interest and awareness. The paper is an original contribution as it has provided insights into how the extent of the interest in the value of performing arts and the awareness of the value of performing arts could influence the inclination of local youth to perform art activities in the Dhofar region. Secondly, this study explores whether perceived brand equity moderates this relationship. Full article

This paper studies the connection between the 4As factors and tourist satisfaction and evaluates the impact of digital interaction that can either strengthen or weaken the effect of these factors. The study has been conducted in five major tourist destinations in Serbia with 577 tourists as the sample, who used high category hotels. Bayesian statistics allowed a specific evaluation of the effects of predictors and the effects of moderation. The findings reveal that all the 4As determinants are important predictors of tourist satisfaction with attractions and amenities playing the strongest roles. Digital interaction: Digital interactions will become a major mediator of its presence, with an amplification of the effect of ancillary services and accessibility in the case of attractions and amenities, and a dependent effect on the perceptions of authenticity and technological literacy by the tourists. The research is relevant to the theoretical discussion on the impact of digitalization in tourism because it extends the concept of the 4As framework by providing it with a digital aspect. Practical implications show that there is a necessity to introduce a balance between digital and physical aspects of the tourist experience to maximize visitor satisfaction. Full article

Destinations such as Bali face intensifying overtourism, which undermines ecological integrity, cultural authenticity, and local livelihoods. Traditional sustainable tourism approaches have proven insufficient, leading to calls for regenerative tourism that restores ecosystems and strengthens communities. This study examines how Penta-Helix collaboration can drive regenerative tourism, mitigate overtourism, and deliver sustainability outcomes. A mixed-methods design was employed. Survey data from 220 domestic and international visitors were analyzed using structural equation modeling (SEM–PLS) to test relationships among Penta-Helix collaboration, regenerative tourism, overtourism mitigation, and sustainability outcomes. To complement these findings, an analytic hierarchy process (AHP) was conducted with 30–40 key stakeholders drawn from 100 informants (government, businesses, communities, academia, and media) to prioritize mitigation strategies. SEM–PLS results indicate that Penta-Helix collaboration significantly enhances regenerative tourism practices (β = 0.62), which strongly reduce overtourism impacts (β = 0.58). Mediation tests reveal that overtourism mitigation is a key mechanism linking regenerative tourism to triple bottom line outcomes (economic, socio-cultural, environmental). AHP results show that carrying capacity enforcement and participatory governance emerge as the top-priority strategies, underscoring the dual importance of institutional policy and community empowerment. The findings advance theoretical debates by positioning regenerative tourism as a systemic innovation enabled by networked governance and operationalized through overtourism mitigation strategies. Practically, the study highlights the need for policy enforcement, participatory governance, and adaptive destination management to embed regenerative principles in overtourism hotspots. Full article