Tourism and Hospitality

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

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

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

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

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

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

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

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

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

This study introduces a novel forecast combination method for monthly Japanese tourism demand, analyzed at both aggregated and disaggregated levels, including tourist, business, and other travel purposes. The sample period spans from January 1996 to December 2018. Initially, the time series data were decomposed into high and low frequencies using the Ensemble Empirical Mode Decomposition (EEMD) technique. Following this, Autoregressive Integrated Moving Average (ARIMA), Neural Network (NN), and Support Vector Machine (SVM) forecasting models were applied to each decomposed component individually. The forecasts from these models were then combined to produce the final predictions. Our findings indicate that the two-stage forecast combination method significantly enhances forecasting accuracy in most cases. Consequently, the combined forecasts utilizing EEMD outperform those generated by individual models. Full article

The Canary Islands have long been a major European destination for mass tourism, often associated with ‘sun-and-beach’ vacations. Critiques of mass tourism have intensified in recent years, as reflected in the 2024 protests in the Canary Islands, which linked mass tourism to economic inequalities and concerns about sustainability. Through the case example of Icelandic tourism to the Canary Islands, this research asks two questions: (a) why mass tourism destinations are appealing, and (b) how these reasons can be more fully understood within a broader geopolitical and structural context. The research methods include a survey conducted in Iceland in 2022 and an analysis of media coverage in Iceland related to the Canary Islands from 2017 to 2022. Survey data indicate that the islands are primarily perceived as an easily accessible, well-established holiday destination. Simultaneously, an analysis of media discussions reveals a limited discourse on the islands in Icelandic media, mainly focusing on tourism. The results illustrate how specific destinations become desirable by prioritizing infrastructure associated with mass tourism, where tourism’s impact on host communities, economies, and environments tends to be invisible. Full article

The COVID-19 pandemic severely affected Japan’s tourism-related industries, leading to significant revenue losses in the accommodation, restaurant, and tourist facility sectors. Many businesses experienced difficult situations, resulting in closures and layoffs as a result of the prolonged decline in tourism demand. Focusing on the first half of the pandemic (2020–2021), this study analyzes the loss of sales and the influencing factors among tourism-related businesses in the Nishimikawa region of Aichi Prefecture. A questionnaire survey was conducted in November 2021, and changes in sales from April 2020 to September 2021 were estimated to assess the economic impact across different sectors. A quantitative analysis was also performed to examine the relationship between sales and the state of emergency, the domestic travel subsidy program Go To Travel campaign, and business attributes. The results indicate that COVID-19 severely impacted business sales, especially in the accommodation and food service sectors, while the tourism facility and retail sectors were less affected. In the Nishimikawa region, popular for day trips from nearby areas, the Go To Travel campaign had a limited effect, highlighting the need for region-specific support measures. Full article

This study explores the motivations of students pursuing a university degree in hospitality and tourism and their intention to build a career in the sector. The research focused on students and recent graduates (up to two years post-graduation) from two universities in Portugal’s largest cities, Lisbon and Oporto, offering Hotel/Tourism Management programs. A quantitative study was carried out, and out of 610 questionnaires distributed, 346 valid responses were analysed using the structural equation modelling technique. Findings indicate that personal motivations, as well as macro and micro perspectives, influence the decision to pursue a degree in hospitality and tourism. Younger individuals with no prior industry experience tend to have a more optimistic outlook compared to older students or those with work experience. A key challenge is sustaining this optimism throughout their careers, which can enhance job satisfaction and improve retention in a sector known for high turnover rates. Unlike previous studies, this research links students’ motivations to their “Ikigai”—the pursuit of purpose and fulfilment. The desire to create meaningful experiences for others adds another dimension to understanding students’ motivations, particularly when considering differences in age and work experience. Full article

Through empirical analysis, this paper uses panel data from 30 provinces in China (excluding Hong Kong, Macao, and Taiwan, as well as Tibet) from 2010 to 2022 to explore in-depth and empirically test the relationship between the impact of digitalization technology on tourism economic growth and the intrinsic mechanism of its action. The results found that: first, digital technology has a significant impact on tourism economic growth, and second, digital technology has a significant impact on tourism economic growth. Significant promotional utility and, secondly, tourism industry efficiency, play a partial mediating role in the relationship between digital technology and tourism economic growth, i.e., digital technology can promote tourism economic growth by positively affecting tourism industry efficiency. This paper also reveals the role of digital technology in promoting the efficient development of the tourism industry, including the optimal allocation of resources and the improvement of service efficiency, which in turn promotes the innovative development of the tourism economy. Finally, in response to the challenges posed by digital transformation, suggestions are made to strengthen regulation and standardize the market order to ensure the sustainable and high-quality development of the tourism industry. Full article

This study investigates how workplace stressors influence the intention to quit among male employees working in five-star hotels in Egypt, with a focus on the mediating role of psychological distress and the moderating role of psychological flexibility. A cross-sectional survey was conducted with 334 full-time male hospitality workers. Using partial least squares structural equation modeling (PLS-SEM), the study examined the relationships between workplace stressors, psychological distress, the intention to quit, and psychological flexibility. The results showed that higher levels of workplace stressors were significantly associated with increased psychological distress and a stronger intention to quit. Psychological distress partially explained (mediated) the link between stressors and quitting intentions. Moreover, psychological flexibility acted as a buffer (moderator), reducing the negative impact of workplace stress on distress and, in turn, on quitting intentions. These findings highlight the unique contribution of the study in applying the transactional model of stress and coping within a Middle Eastern hospitality context, focusing exclusively on male workers—an understudied group in the existing literature. To address these challenges, hospitality managers are encouraged to adopt evidence-based interventions such as mindfulness-based stress reduction (MBSR) and acceptance and commitment therapy (ACT) to strengthen employees’ psychological flexibility and reduce the turnover risk. The study offers valuable insights for researchers, organizational leaders, and HR practitioners aiming to improve employee well-being and retention in high-pressure service environments. Full article

This paper explores the energy-saving behavior of hotel guests in the Vietnamese context. We adapted the theory of planned behavior (TPB) and the norm activation model (NAM) to develop a research model with six determinants of energy-saving intention and behavior. A self-administered online survey was implemented to collect data from hotel guests in Hanoi and Quang Ninh provinces. After 4 months, we received 253 valid responses for further analysis. SmartPLS 4.0 software was employed for structured equation model testing. Our findings showed that TPB variables and NAM variables jointly explain the energy-saving intention and energy-saving behavior of Vietnamese hotel guests. Among the three factors of TPB, subjective norms have the most substantial impact on energy-saving intention and a significant direct effect on energy-saving behavior. Meanwhile, awareness of consequences does not significantly affect personal norms, and in turn, personal norms do not directly affect energy-saving behavior. Thus, we proposed several solutions to hotel managers to promote energy-saving initiatives and attract the engagement of their guests in these initiatives. Full article

When the UN Sustainable Development Goals (SDGs) were proposed, they provided a reality check, questioning the ways in which organisations were addressing the needs of society and the planet, across all sectors worldwide. In response, this study contributes to SDG 12, Responsible Production and Consumption, more specifically considering support for restaurant owners as they transition into environmentally focused and sustainable operations, in particular with the proposal of a researched and informed sustainability toolkit. To understand the factors underpinning successful sustainability practices in restaurants, we utilise the motivation, opportunity, and ability (MOA) framework, applying a two-step focus group methodology. The first focus group included restaurant owners/managers who had effectively applied sustainable operational practices. For the second focus group, we utilised MOA factors uncovered in the first group as discussion points to engage with restaurant owners/managers who had yet to embrace environmentally sustainable practices in order to understand the reasons preventing them from applying sustainability practices. Continuous networking and dynamic support were highlighted as crucial elements needed by restaurant owners to enable them to adopt and fruitfully implement sustainable practices. Theoretical contributions include the value of the MOA framework for evaluating sustainability practices, informing the development of a sustainability toolkit, and its suitability as a framework to support non-chain tourism businesses in developing practices to support sustainability, inclusivity, and access. Full article