Tour. Hosp., Volume 7, Issue 1 (January 2026) – 27 articles

This study examines how Generation Z’s digital practices on TikTok and Instagram shape their music festival experiences, focusing on event perception, engagement, and the development of collective identity. The aim is to identify key factors connecting online and offline aspects of festival participation. The research adopts a quantitative approach based on an online survey of 248 respondents born between 1995 and 2010 from various regions of Serbia. Data were analyzed in SPSS 26.0 using Spearman correlation, quantile regression, and the Mann–Whitney test. Given the exploratory nature of the study, the findings should be interpreted accordingly. Findings show that frequent social media use has a positive but limited effect on how important these platforms are perceived for the festival experience. However, user-generated content created by attendees plays a more significant role in shaping engagement and attitudes than influencer content. Influencer credibility also influences how festivals are interpreted digitally. The interplay between online interaction and offline participation motivates content sharing and reinforces a sense of community. Overall, the study concludes that social media and digital narratives are central to Generation Z’s festival experience. Authentic, attendee-created content strongly contributes to collective identity, helping bridge digital and physical dimensions—insights valuable for festival organizers, influencers, and cultural tourism. Full article

Marine ecotourism and Small–Medium Enterprise (SME) digitalization are increasingly seen as key drivers for coastal community welfare, yet their combined impact, particularly through local economic empowerment, remains underexplored. This study aims to examine whether marine ecotourism (ME) and SME digitalization (SD) influence local community welfare (LCW), mediated by SME empowerment (SE), and moderated by government support (GS). A quantitative, cross-sectional survey was conducted with 312 marine tourism entrepreneurs in North Minahasa, Indonesia, and data were analyzed using Partial Least Squares Structural Equation Modeling. The results show that ME and SD have a significant positive effect on SE and LCW. However, ME and SD were found to be insignificant on LCW. Crucially, SE fully mediates the relationship between both ME and SD on LCW, indicating that empowerment is the primary mechanism for welfare improvement. Furthermore, GS was found to significantly strengthen the positive relationship between SE and LCW. This study concludes that empowering local SMEs is the critical bridge for transforming ecotourism and digitalization into tangible community welfare, and this process is significantly amplified by a supportive institutional environment provided by the government. Full article

Tourism has become a key sector of the global economy and a driver of economic growth. The Wine Routes are a specialized tourist offering that meets the needs of a segment of travelers, contributing to the enhancement and preservation of rural areas. Recent studies have highlighted that among the reasons driving tourists to choose Slow tourism is the desire to discover local food and wine as an expression of territorial culture. This study assumes that the characteristics of Wine tourists may have changed in recent years. An extensive survey was conducted on visitors of Sicilian Wine Routes. The results examine Wine tourism and Slow tourism and their overlap for tourists who travel around rural territories following the lure of food and wine. The results highlight a new segmentation and the existence of a new profile of Eno-Slow tourists with new primary motivations and needs. On a global level, the new Eno-Slow tourist fits perfectly into the international trends of responsible and sustainable tourism, strengthening the image of wine-producing regions as models of balance between culture, nature, and quality of life. These findings are very important as they provide useful guidance for policymakers and stakeholders committed to the sustainable competitiveness of rural tourist destinations, both locally and internationally. Full article

The present conceptual paper proposes a purpose-driven experiential marketing framework for film-induced destinations, integrating sustainability and emotional engagement into destination management. The model under discussion comprises five interconnected dimensions, namely integrated experience, branding, people, emotional touchpoints and processes. These are articulated through purpose-driven marketing principles and aligned with selected Global Reporting Initiative (GRI) indicators. This approach positions sustainability as an inherent component of value creation rather than an external policy layer. The framework under discussion was developed through an interdisciplinary literature review and is illustrated through insights from an exploratory case study of Monsanto, a rural Portuguese village recently featured in HBO’s House of the Dragon. Semi-structured interviews were conducted with a purposive sample of local stakeholders, including tourists, residents, entrepreneurs and institutional representatives. These interviews were analysed thematically to provide indicative evidence of the framework’s relevance and potential applicability. The findings suggest that emotional engagement, co-creation and territorial authenticity play a central role in shaping memorable film-related tourism experiences that are consistent with destination purpose and stakeholder well-being. The study also emphasises the strategic importance of storytelling, audiovisual narratives and collaborative governance in the strengthening of place identity and the support of sustainable differentiation. Despite its exploratory nature, the framework provides practical guidance for destination management organisations (DMOs), cultural programmers and creative industry actors. The article concludes by identifying avenues for future research, including cross-regional application, digital experimentation and the quantitative assessment of experiential dimensions. Full article

To address the pervasive challenges of resource inefficiency and static management in the hospitality sector, this study proposes a novel management framework that synergistically integrates Model Predictive Control (MPC) with Green Human Resource Management (GHRM). Methodologically, the framework establishes a dynamic closed-loop architecture that cyclically links environmental sensing, predictive optimization, plan execution and organizational learning. The MPC component generates data-driven forecasts and optimal control signals for resource allocation. Crucially, these technical outputs are operationally translated into specific, actionable directives for employees through integrated GHRM practices, including real-time task allocation via management systems, incentives-aligned performance metrics, and structured environmental training. This practical integration ensures that predictive optimization is directly coupled with human behavior. Theoretically, this study redefines hospitality operations as adaptive sociotechnical systems, and advances the hospitality energy-saving management framework by formally incorporating human execution feedback, predictive control theory, and dynamic optimization theory. Empirical validation across a sample of 40 hotels confirms the framework’s effectiveness, demonstrating significant reductions in daily average water consumption by 15.5% and electricity usage by 13.6%. These findings provide a robust, data-driven paradigm for achieving sustainable operational transformations in the hospitality industry. Full article

International shopping is a significant motive for outbound travel; however, evidence on the experiential drivers of luxury travel retail among Chinese luxury travelers remains limited. This study investigates the factors shaping overseas shopping experiences and assesses the adequacy of the luxury customer experience (LCX) framework in this episodic, time-constrained, cross-border context. A quantitative survey of Chinese luxury travelers (N = 407) was conducted and analyzed using IBM SPSS Statistics (Version [30.0], Mac) within the LCX framework. The results show that modern artistic visual merchandising positively predicts overall experience evaluation (β = 0.162, p < 0.001), and emotional connection significantly predicts repurchase intention (β = 0.197, p < 0.001). We find that overall experience evaluation and subsequent behavioral responses are shaped by specific drivers, including service-related post-purchase factors, emotional fulfillment and brand trust, visual appeal, and affective/cognitive evaluations. These results point to possible gaps in theory when LCX is used in short-term travel retail contexts. To address these gaps, we propose the transient experience, relationship quality, action outcomes, connection, and engagement (TRACE) conceptual framework for analyzing feedback-driven encounters throughout the travel experience. Overall, this study extends LCX to episodic, time-constrained contexts and introduces TRACE as a conceptual complementary model to guide future theory testing and model validation in luxury travel retail contexts. Full article

The gastronomic identity represents a blend of tradition, local resources, and cultural values that shape the authenticity and distinctiveness of a region’s gastronomy. Mačva, as an area in western Serbia, possesses an exceptionally rich gastronomic heritage whose tourism potential has not been sufficiently valorized. The subject of this research is the examination of the gastronomic identity of Mačva, and the purpose of the study is to determine how domestic tourists perceive the region’s gastronomic identity, which factors shape this identity, and the extent to which socio-demographic and perceptual characteristics influence the likelihood of purchasing traditional food products. The aim of this research is to develop an analytical framework to identify the key factors shaping the gastronomic identity of the Mačva region and to examine their influence on domestic tourists’ perceptions and consumer behavior related to the consumption and purchase of traditional food. The data were processed using exploratory factor analysis and binary logistic regression. The results indicate that respondents recognize the gastronomic culture of Mačva as an important component of the region’s cultural identity. The factor structure confirmed a three-dimensional model of gastronomic identity, comprising cultural–gastronomic heritage, authenticity and the promotion of gastronomy, and the region’s economic and social development. The results suggest that tourists’ intention to purchase traditional products is shaped by selected socio-demographic and perceptual factors, particularly gender and perceptions of gastronomy as a driver of economic and social development. The findings highlight the need for a differentiated approach to the development and positioning of the gastronomic offer, which may serve as a basis for formulating strategies for the development and branding of the Mačva region. Full article

Grounded in the Stimulus–Organism–Response (SOR) framework, this study examines how tourists’ in-trip use of ChatGPT shapes satisfaction during leisure travel. Survey data from 502 Indonesian travellers were analysed using PLS-SEM. Information diagnosticity, task efficiency, and perceived social support significantly strengthen travellers’ confidence in on-site choices, with social support emerging as the strongest predictor. Greater confidence elevates positive destination emotion, which in turn enhances tourist satisfaction, supporting a sequential cognition–affect mechanism. The study extends SOR to the during-trip stage by conceptualising ChatGPT as a real-time, dialogic stimulus that influences experience formation. Practically, destination and tourism firms can deploy ChatGPT at key on-site touchpoints and prioritise reassuring, effort-reducing guidance, supported by reliable local information and clear escalation to human assistance for higher-stakes needs. Full article

The present study employs cluster analysis to segment Bulgarian domestic tourists based on microdata from a nationally representative survey (n = 1003) of summer holidaymakers on the Black Sea coast destinations. The primary objective is to identify homogeneous groups of tourists with similar demographic and behavioural characteristics, thereby enabling the development of more targeted tourism policies and marketing strategies. The methodological framework includes both hierarchical and non-hierarchical (k-means) clustering, applied to standardized variables such as age, household size, satisfaction with various aspects of the tourist experience, and behavioural intentions. The analysis reveals four distinct tourist profiles, each characterized by specific patterns of evaluation and travel behaviour—retirement age loyalists, middle-aged sceptics, younger moderate enthusiasts and young high loyalists. The findings reveal the heterogeneity of the domestic tourism market in Bulgaria and provide a data-driven foundation for enhancing the effectiveness of tourism management and promotional efforts. Full article

This study aims to explain what drives consumers to adopt e-tipping in restaurants and determine whether interface-based manipulation reduces perceived autonomy, lowers satisfaction, and weakens brand favorability. Prior research indicates that when autonomy is undermined through manipulative design, satisfaction declines. This study integrates UTAUT2 and Self-Determination Theories to examine the determinants of consumers’ e-tipping intention, satisfaction, and brand favorability in Saudi restaurants. Four UTAUT2 motivators (performance expectancy, facilitating conditions, social influence, hedonic motivation) and service quality were modeled as antecedents, cultural attitude as mediator, and inferred manipulation as moderator. An online survey of restaurant consumers in Saudi Arabia who had previously engaged in e-tipping generated 607 valid responses, providing adequate sample power for PLS-SEM testing. Results show that performance expectancy, social influence, hedonic motivation, and service quality significantly predict intention; cultural attitude mediates several effects; and manipulation weakens the intention–satisfaction relationship, negatively impacting brand favorability. This research offers a theoretical contribution by extending UTAUT2 to the e-tipping context through integrating service quality as an antecedent and positioning satisfaction and brand favorability as core outcomes. It advances theory by demonstrating how technology-driven manipulation within payment interfaces influences cultural attitudes, behavioral intentions, and post-experience evaluations in a high-context, non-tipping society. Managerial and policy implications for responsible e-tipping designs are discussed. Full article

Participation in running events has expanded worldwide, consolidating itself as a form of active leisure and a driver of social and tourism engagement. Although runners’ motivations have been extensively studied, perceived inclusivity, understood as motivation derived from the event’s promotion of equitable participation across gender, age and functional ability, has rarely been examined as a distinct motivational dimension within structural models. This study analyses the motivational structure of participants in the Elche Half Marathon (Spain) and assesses the incremental contribution of inclusivity to traditional motivational frameworks. Based on a sample of 1053 valid responses, a two-stage psychometric and segmentation approach was applied. Exploratory and confirmatory factor analyses (EFA and CFA) were conducted to compare a four-factor model (sport-related hedonism, competition, socialization and digital socialization) with an extended five-factor model incorporating inclusivity. Subsequently, cluster analyses were performed using factor scores derived from each model. The results show that the inclusion of inclusivity improves model fit and increases explained variance, while also generating a more differentiated segmentation structure. The extended model revealed six motivational profiles, some of which displayed continuity with the classical solution, while others were reconfigured when inclusivity was introduced. Overall, the findings indicate that inclusivity functions as a complementary and context-dependent motivational dimension that refines the understanding of participation heterogeneity in running events. Rather than replacing traditional motives, inclusivity contributes incremental explanatory value and enhances the identification of motivational profiles, offering relevant insights for the design and management of mass-participation sporting events. Full article

The growing integration of immersive technologies in the tourism sector raises questions about their real impact on the visitor experience. This study investigates whether mixed reality effectively influences the tourism experience, seeking to understand the mechanisms through which tourism content and emerging technologies shape tourists’ perceptions. A quantitative approach was adopted through the application of a questionnaire. The data were analyzed using the PLS-SEM (Partial Least Squares Structural Equation Modeling) method, allowing us to test direct and indirect relationships between the constructs Tourism Content, Adoption of Mixed Reality, and Tourist Experience. The analysis revealed positive and statistically significant direct effects. Tourism content strongly influences the adoption of mixed reality (β = 0.725; p < 0.001). Moderate impacts of the adoption of mixed reality (β = 0.375; p < 0.001) and tourism content (β = 0.392; p = 0.001) on the tourist experience were found. The indirect effect mediated by the adoption of mixed reality proved to be significant (β = 0.272; p = 0.001), with a VAF (Variance Accounted For) of 41%. Mixed reality plays a complementary partial mediating role in the relationship between tourism content and visitor experience, confirming its relevance in the contemporary tourism experience. Full article

To avoid tourism market failure caused by inappropriate development strategies, a study was conducted on the travel preferences of Generation Z, the future tourism market. The study found that tourism has shifted from comfortable, tranquil, and easily accessible areas to areas with unique views, extreme topography, proximity to nature, and instagrammable features. This shift reflects tourists’ responses and motivations. This study used a mixed-methods approach, involving 28 tourism managers and 147 Generation Z tourists. Quantitative methods, such as questionnaires, examined tourism motivations through push and pull factors, while in-depth interviews, a qualitative method, examined shifts in the tourism space. The results of this study demonstrate a shift away from the classical view that younger generations’ tourism behavior is predominantly hedonistic and consumptive toward an experience-oriented, nature-connected orientation, aligned with the concept of eco-experiential tourism. Rather than indicating a uniform or definitive shift in reflection, this tendency highlights the growing importance of experiential, cultural, and digital values in Generation Z’s travel preferences. Theoretically, the study contributes to refining existing perspectives by emphasizing the social, technological, and ecological dimensions shaping these preferences. In practice, the findings underscore the need for tourism policies that integrate nature conservation, digital innovation, and the strengthening of local culture to support sustainable destinations. Full article

The rapid integration of artificial intelligence (AI) and smart technologies is transforming hospitality operations, yet guest acceptance remains uneven, shaped by utilitarian, experiential, ethical, and cultural evaluations. This study develops and empirically tests a multicomponent framework to explain how these factors jointly influence two behavioral outcomes: whether AI-enabled features affect hotel choice and whether guests are willing to pay a premium. A cross-sectional survey of 689 hotel guests in Tirana, Albania, an emerging hospitality market and rapidly growing tourist destination in the Western Balkans, was analyzed using cumulative link models, partial proportional-odds models, nonlinear and interaction extensions, and binary robustness checks. Results show that prior experience with smart or AI-enabled hotels, higher awareness, and trust in AI, especially trust in responsible data handling, consistently increase both acceptance and willingness to pay. Perceived value, operationalized through the breadth of identified benefits and desired features, also exhibits robust positive effects. In contrast, privacy concerns selectively suppress strong acceptance, particularly financial willingness, while cultural–linguistic fit and support for human–AI collaboration contribute positively but modestly. Interaction analyses indicate that trust can mitigate concerns about reduced personal touch. Open-ended responses reinforce these patterns, highlighting the importance of privacy, human interaction, and staff–AI coexistence. Overall, findings underscore that successful AI adoption in hospitality requires aligning technological innovation with ethical transparency, experiential familiarity, and cultural adaptation. Full article

Road running tourism events continue to grow worldwide and are increasingly leveraged by destinations seeking diversification and seasonality reduction. This study examines the motivational structure of participants in the 2025 Half Marathon Magaluf (Mallorca, Spain)—a mature Mediterranean resort undergoing tourism repositioning—and analyses how motivation-based segments relate to socio-demographic, sporting and tourism behaviours. Data were collected through a self-administered online survey (N = 306). An Exploratory Factor Analysis (EFA), followed by a Confirmatory Factor Analysis (CFA), validated a five-factor motivational structure: sport-related hedonism, socialisation, personal challenge, inclusiveness and digital interaction. A k-means cluster analysis identified five distinct segments—Digital Enthusiasts, Inclusive Enjoyers, Socializers, Hedonic Achievers and Inclusivists—each exhibiting differentiated patterns in Experience-Use History (EUH), origin, gender, and running-club membership. Notably, Socializers recorded the longest stays, Inclusive Enjoyers were overrepresented among first-time visitors, and Digital Enthusiasts and Hedonic Achievers included a higher share of international runners. These findings expand traditional motivational models by incorporating inclusiveness and digital interaction as emerging drivers and offer actionable recommendations for event organisers and destination managers seeking to enhance overnight stays and support destination repositioning strategies. Full article

This paper portrays both how indigenous people reframe indigeneity as a local defense against tourism politics through active participation rather than passive performance, and how touristic actors redefine Indigeneity in tourism marketing through visual depletion and depiction in the Chittagong Hill Tracts (CHT), Bangladesh. The research adopts an ‘otherness’ vs. ‘belongingness’ approach to question the dual position of tourism promotion in the context of indigeneity. Focusing on three research sites in the two districts of CHT, it employs ethnographic analysis of eighty-eight in-depth interviews and three focus group discussions, and netnographic analysis of twenty-five tourist blogs and posts and reviews of six travel websites. The findings unearth that the construction of indigenous ‘otherness’ invokes the reproduction of stereotypes such as ‘primitivism’ and ‘exoticism’. In contrast, indigeneity serves as a local mechanism to control the representation of exogenous agents in opposition to such categorization. The research contributes to reckoning indigeneity as a defensive mechanism for self-visualization in response to one-sided representations of indigenous lifeworlds. Full article

Recently, young people’s historical and cultural awareness has been increasingly described as fragmented and disengaged, particularly in the context of rapid social change and “liquid modernity”. Drawing on Clio, the Muse of History, as a metaphor for historical knowledge and memory, this study addresses this challenge by examining how heritage education and history didactics can be reimagined through digital transformation within tourism and educational training programmes. Based on an action research project conducted during the academic year 2022–2023 at the Polytechnic Institute of Viana do Castelo (Portugal), we combine a mixed-methods approach with surveys (n = 65) and co-creation workshops (n = 6) inspired by the Finnish Demola model. The research was presented at the INVTUR conference (2024), reinforcing its international relevance and applicability to global debates on heritage, tourism and education. The results indicate that higher education students (mainly from Tourism and Education degrees) show a low level of historical consciousness and limited cultural consumption habits, despite broad access to digital tools and cultural opportunities. However, the co-creation process revealed innovative ways of reconnecting young people with cultural identity and history, particularly through digital storytelling, gamification and virtual heritage experiences. Results show that 68% of participants report low engagement in cultural activities and that less than one-third visit museums or heritage sites regularly. These findings suggest that digital heritage pedagogies can strengthen historical awareness and contribute to more sustainable and culturally rooted forms of education and tourism. The paper concludes by proposing a framework for integrating digital transformation, heritage education, and history didactics in tourism curricula, highlighting implications for policy, pedagogy and cultural sustainability. It also underscores the urgency of rethinking digital heritage pedagogies to strengthen historical awareness and foster a renewed sense of cultural citizenship. Full article

This study investigates the deep-seated impacts of the COVID-19 pandemic on Macao, a mono-economy extremely dependent on the single factor of “tourism mobility”. We investigate a counter-intuitive phenomenon observed during the 2020–2022 shock: the Herfindahl–Hirschman Index (HHI) declined significantly, suggesting “apparent diversification”. Using counterfactual simulations and a Two-Way Fixed Effects (TWFE) model, we quantitatively deconstruct this “resilience illusion”. The results confirm that the decline in the HHI was driven entirely by the “denominator effect” triggered by the collapse of the dominant industry’s (gaming) GVA; if the impact of this recession is excluded, the Counterfactual HHI was even higher than pre-pandemic levels, indicating that the structure did not undergo substantive optimization. Furthermore, inferential statistical tests confirmed the existence of significant “structural lag” in the labor market. This study further reveals a dual divergence mechanism based on “skill specificity”: in sectors with high skill universality (e.g., transport and catering), a structural shift toward “workforce casualization” occurred, manifested by a significant decline in the full-time ratio; conversely, in sectors with strong skill specificity (e.g., gaming and hospitality), firms tended toward “labor hoarding”. This study exposes the macro-indicator trap faced by tourism mono-economies under extreme shocks and provides new micro-evidence for understanding the heterogeneous scars in the service labor market. Full article

This paper examines the role of institutional logics in shaping heritage-led urban regeneration across fifteen adaptive reuse projects of former tobacco factories in Europe. By categorizing managing authorities into public, private, and community-led actors, the study interprets regeneration outcomes, such as community participation, tourism growth, and crime reduction, through the lens of institutional theory. The analysis reveals that each authority type operates under distinct logics: regulative (public), market-driven (private), and normative (community), which significantly influence the depth and type of impact achieved. Through a comparative framework and empirical indicators, the paper highlights how institutional arrangements affect not only project design but also questions of inclusion, identity, and sustainability. Findings challenge simplistic binaries of top-down versus bottom-up governance and offer a more nuanced understanding of how urban heritage can serve divergent values. The paper concludes with implications for urban policy and future research on hybrid and participatory models of heritage governance. Full article

As the hospitality industry adapts to meet customers’ increasing demand for wellness, incorporating innovative wellness services (WSs) has become a crucial strategy to retain customer engagement. This study explored how the psychological trait of grit may serve as a significant determinant of customer engagement with WS in the hospitality context. Grounded in the transtheoretical model (TTM) stages of change, the study examined the relation between grit and customers’ perceptions of wellness hospitality services. By integrating TTM as a theoretical framework, this research attempted to understand the way that individuals interact with and perceive wellness-oriented amenities; also, it offers actionable insights into ways to enhance customers’ engagement. The study employed a quantitative method. By using an online survey (N = 337) and structural equation modeling (SEM), the study explored the relation between grit, WS, and customer engagement in the hospitality industry. Grit was found to be an important antecedent of using and engaging with various WSs. This study also demonstrated that WSs have a significant positive effect on customers’ engagements with WS. These study findings can help hospitality professionals to identify gritty customer segments to retain possible customer retention. Full article

Museums contribute significantly to the cultural and economic development of destinations, yet university museums remain underexplored, especially in developing economies. This study examines how experiential attractiveness (EA), attitude toward the museum (ATM), and self-concept connection (SCC) influence visitor experience (VE) and location loyalty (LL). Using data from 1400 visitors to university museums in Puebla, Mexico, Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied to test the proposed relationships. All hypotheses were supported, with the strongest effects observed from EA to SCC and from SCC to VE, indicating that attractive and engaging experiences strengthen visitors’ self-connection and lead to greater satisfaction during the overall museum visit. The validated model demonstrates consistent relationships among constructs and contributes to understanding how attractiveness and self-connection shape behavioral intentions in the university museum context. These findings highlight the importance of experiential marketing and emotional engagement strategies, while future research should explore additional attitudinal and technological factors that enhance visitor loyalty. Full article

The present study aims to explore the factors that warrant consumers’ behavioral intention through sharing accommodation. A multilayered conceptual model is developed to analyze the impact of desire on behavioral intention through hedonic and economic benefits as mediators and perceived risk and materialism as moderators. Analysis of data collected from 530 respondents from India reveals that (i) hedonic benefits mediate the relationship between desire and behavioral intention, (ii) economic benefits mediate the relationship between desire and behavioral intention, and (iii) perceived risk and materialism moderate the relationship between desire and behavioral intention. Implications for sharing accommodation are discussed. Full article

As a representative case that embodies both the attributes of a Buddhist sacred site and those of a UNESCO World Heritage site, Mount Wutai provides a distinctive research setting for examining behavioral mechanisms in temple tourism. This study aims to construct an integrated model to systematically test the effects of enjoyment, memorability, attitude, subjective norm, and perceived behavioral control (PBC) on revisit intention (RI), while incorporating social media exposure as a moderating variable. Based on data collected through a two-wave on-site survey, this study analyzed 617 tourists in Mount Wutai and employed structural equation model to examine the relationships among the variables. The results indicate that all five psychological antecedents exert significant positive effects on revisit intention, among them, PBC demonstrating the most substantial impact. Further analysis reveals that social media exposure significantly moderates the relationships among enjoyment, memorability, attitude, subjective norm, and revisit intention, most notably in the “memorability–RI” relationship, whereas its moderating effect on the “PBC–RI” relationship is not significant. These findings not only enrich the theoretical framework by integrating emotional attribution, behavioral cognition, and digital media engagement but also provide practical implications for sacred tourism destinations, enabling them to enhance visitor loyalty through digital communication and experience optimization. Full article

Against the backdrop of economic recovery and ongoing market restructuring, China’s hotel industry is undergoing a significant shift from being service-based to becoming strategy-driven and competitive. This study aims to identify the key factors driving hotel competitiveness utilizing a multidimensional quantitative perspective. Based on a structured questionnaire survey administered to hotel managers across provinces and cities in China, primary data was collected from a total of 727 valid responses. As such, exploratory factor analysis, comprising 31 ranked items, and multiple regression analysis were performed using SPSS, identifying four dimensions that significantly affect hotel competitiveness: namely, operational characteristics, service quality, customer satisfaction, and competitive performance. The results show that operational characteristics are the primary determinants of hotel competitiveness. Specifically, sustainable development strategy, digital technology adoption, product and service innovation, and pricing strategies were the most significant factors leading to competitive advantage. Unlike previous studies that emphasized service quality and customer satisfaction as the dominant drivers of competitiveness, this study finds that a hotel’s competitive advantage relies heavily on developing strategic operational innovation and resource allocation capabilities. This study’s novelty lies in its use of national empirical data to validate the multidimensional composition and inherent logical relationships for competitive advantage. It also proposes a multidimensional framework for analyzing hotel competitiveness, specifically designed for the developmental characteristics of China’s hotel industry, highlighting the need to transform from a service-oriented to a strategy-driven operational approach. The findings of this paper offer empirical evidence for hotel enterprises to refine management structures, foster innovation, and thereby develop strong capabilities for a sustainable competitive advantage. Full article

The Tourism Area Life Cycle shaped tourism research for decades, but its concepts Product Life Cycle and Carrying Capacity remain problematic. We apply a Path Dependence frame under an Urban Growth Machine Theory lens to explore the effects of growth pressure and resource undersupply on the decline and rejuvenation of Japan’s former premier hot spring resort Atami. We conduct structured data collection utilizing sampling and coding methods to collect quantitative and qualitative data from primary and secondary sources, reconstructing Atami’s development paths. Findings suggest that growth pressure conflicted with local supply such as land, water, labor and created negative externalities, most notably high prices. Decision makers’ uncompromising focus on growth aggravated displacement of key actors, disrupting local communities and undermining the human agency needed for small-scale product innovation; empowered associations obstructing promotion and diversification efforts; encouraged extreme specialization depriving Atami of new independent businesses; and drove local opposition to major new projects, thereby stalling product renewal. The framework helped recontextualize Atami’s recovery and demonstrated the value of directly incorporating factors of capacity into analysis. Results link displacement to long-term sustainability risks affecting ‘replaceable’ resorts reliant on innovation. Unencumbered access to local resources for residents (housing, training) is proposed as mitigation. Full article

This study explores how the unique characteristics of Generation Y/Millennials and Generation Z influence talent retention challenges in the hospitality sector and identifies Human Resource Management (HRM) strategies that effectively address these generational dynamics. The multigenerational workforce in this industry spans multiple cohorts, each with distinct work values and expectations, and these generational differences in work attitudes have compelled Human Resource (HR) departments to adopt a range of tailored recruitment and retention strategies. This qualitative research examines how hotel directors and HR managers in the city of Porto, Portugal perceive the recruitment challenges associated with younger generations and what strategies they use to overcome them. The findings highlight specific traits of Millennial and Generation Z employees, confirming that these cohorts present unique recruitment and retention challenges, and validate targeted response strategies to address those challenges. Overall, the study sheds light on sector-specific hurdles, multigenerational management issues, and effective HRM practices for attracting and retaining young employees (Generation Y/Millennials and Generation Z). Full article

Sustainable tourism is increasingly important for local sustainable livelihoods; however, its development is often hindered by financial limitations. To address this critical constraint, this study investigates the relationship between tourist satisfaction and their Willingness to Pay (WTP) for Community-Based Tourism (CBT) service improvements. Employing a novel Culture Tower/KHUC Tower-based approach, Partial Least Squares Structural Equation Modeling with the Bayesian Mindsponge Framework (CPBM), we analyze data from 275 young respondents collected in mid-December 2024 and mid-August 2025. Our empirical results demonstrate that tourist satisfaction is a strong predictor of WTP, alongside financial status, environmental concerns, and environmental quality assessment. Additionally, we identify food quality, service delivery, and infrastructure as the primary determinants of satisfaction in CBT contexts. The findings reveal that satisfaction-driven financing mechanisms can unlock sustainable revenue streams for CBT destinations, provided that strategic investments address key service quality dimensions. Our results have important implications for tourism managers and policymakers seeking to enhance financial sustainability through coordinated stakeholder engagement, targeted infrastructure improvements, and transparent fund management systems in Lac Village and beyond. Full article