Tourism and Hospitality

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

This paper investigates how higher education institutions (HEIs) in tourism, hospitality, and events in the United Kingdom (UK) are embedding decarbonisation and sustainability competencies within their curricula. Drawing on a 28-item survey distributed to 67 universities, this study explores the relationship between explicit decarbonisation learning outcomes, Sustainable Development Goal (SDG) alignment, and the breadth of decarbonisation practices taught. Twenty-one institutions responded (31%). Results show that only 19% of programmes explicitly reference decarbonisation in their learning outcomes, yet these programmes deliver substantially broader practice coverage. While SDG-aligned programmes were more liable to include such outcomes, this association was not statistically significant. Findings here highlight the gap between representative SDG alignment and operational curriculum reform. This study recommends embedding assessment-focused decarbonisation outcomes and strengthening training supported by targeted continuing professional development. Limitations include the small, self-reported sample and cross-sectional design. Future research could adopt longitudinal and comparative approaches to help examine how specific curriculum commitments translate into applied competencies over time. Full article

Tourism is a rapidly growing sector in Kazakhstan, yet Almaty city and its surrounding region have experienced stagnant growth despite rich natural and cultural assets. This study identifies governance-related barriers that impede sustainable tourism development and effective stakeholder participation. Using a mixed-methods design centered on semi-structured interviews with stakeholders from government, business, NGOs (Non-Governmental Organization), and community organizations conducted in 2018 and 2024, and supplemented by PEST (Political, Economic, Sociocultural, and Technological factors) analysis and stakeholder mapping, we distill recurring constraints and opportunities. The findings show that, while digitalization, through digital platforms, improved some administrative processes by 2024, the fundamental obstacles identified in 2018 remained largely unchanged. Three core constraints persisted across both periods: fragmented institutional governance, prolonged and opaque permitting procedures that deter investment, and a deep-seated lack of trust between the private sector and public authorities. These systemic failures continue to limit the sector’s potential, especially amid rapid post-pandemic visitor growth. This paper proposes actionable measures to address these challenges: establishing a unified regional tourism coordination authority, streamlining and standardizing regulations and approval processes, and offering targeted capacity building for SMEs (Small and Medium-sized Enterprises) and local administrations. Implemented together, these reforms can align Almaty’s tourism governance with international good practices and foster more inclusive, resilient, and sustainable tourism growth. Full article

The aim of the study was to identify doctoral and postdoctoral dissertations that were created between 2003 and 2023 and based on tourism research, and the promotion procedures were conducted within the discipline of ‘Physical Culture Sciences’ (PCS). An attempt was made to identify the connections between such theses and other fields/disciplines of science and the methodological approaches used in them. The conducted research was empirical in nature, and its result is the opinions of the authors of 119 doctoral theses and 42 postdoctoral dissertations addressing tourism issues on the scientific disciplines within which these works were located. An attempt was also made to estimate the contribution that PCS had in their creation. The research results revealed strong connections between ‘tourism’ Ph.D. and postdoctoral theses completed in the PCS discipline, especially with the fields of ‘Social Sciences’ and ‘Humanities’. The results also allowed for determining and performing multi-aspect analyses regarding the methodological profiles of the examined works, visualising such profiles in the form of radar charts, which included information on their 16 most important methodological features. In the research, it was shown that doctoral and postdoctoral dissertations devoted to tourism issues completed within the discipline of PCS are characterised by great diversity concerning the applied methodological approaches. They are largely multi-/inter-disciplinary in nature, and the doctoral theses are dominated by empirical methods focused on cultural research. At the same time, these profiles are strongly diversified depending on the other field of science to which the works formally assigned to the PCS are related. The research results presented in this article suggest that typical bibliometric analyses regarding the disciplinary structure of advance tourism research fail to capture the diversity and methodological specificity of research conducted within various scientific disciplines. This necessitates further research, particularly empirical studies identifying their methodological profiles and demonstrating their differences. These studies can be a valuable source of information not only for methodological refinement and improving the quality of tourism research, but may also provide a basis for discussion on the placement of PCS in the classification of sciences and the role that tourism research should play within this discipline. Full article

This study proposes the Brand Identity–Image Convergence Model (BIICM) as an integrative framework for analyzing how animated cultural content contributes to nation branding within digital ecosystems. Focusing on the global reception of K-Pop Demon Hunters, the research examines 12,000 YouTube comments in six languages to assess the degree of alignment between Korea’s domestic brand identity aspirations and its international brand image perceptions. The BIICM operationalizes convergence through computational text analysis of user-generated content, enabling empirical measurement across six brand dimensions. Findings reveal substantial variation among these dimensions: while entertainment excellence demonstrated strong congruence between domestic and international perceptions, dimensions such as modern innovation and tourism appeal exhibited significant divergence. Complementary social network analysis identified distinct communicative structures across linguistic communities, with Korean networks displaying higher density and foreign networks greater modularity—indicating different modes of cultural diffusion and engagement. By bridging identity construction and audience perception within a unified analytical model, this study advances theoretical understanding of nation branding in interactive media environments. The results offer actionable insights for policymakers and cultural strategists, suggesting that animated cultural content attains the highest brand convergence through entertainment-oriented narratives, yet necessitates more deliberate strategies to strengthen innovation and tourism associations in Korea’s global brand architecture. Full article

This paper examines the connection between the principles of inclusive education and accessible tourism services within the larger context of inclusive tourism and universal design. Through a systematic review of current research, this study first synthesizes findings from various fields, including hospitality, disability studies, and educational research, to show how inclusive educational practices can improve accessible tourism and, conversely, how tourism experiences can serve as an effective platform for teaching inclusion. The empirical section concentrates on the challenges faced by students with disabilities in a tourism program at an international university in Japan. The research identifies significant opportunities for collaboration between different sectors but also highlights persistent barriers that require new, innovative solutions to create truly inclusive tourism experiences. However, the results of the case study reveal a large gap between theory and practice in supporting inclusive education for students of tourism in Japan. Full article

The analysis of perceived impacts of sporting events and sport tourism is a growing research field. The Sierra Morena Rally, held in Córdoba, Spain, and included for the first time in the European Rally Championship (ERC) in 2025, provides an opportunity to examine residents’ perceptions of both positive and negative effects. This study aims to identify profiles of perception and support towards the event. The theoretical framework integrates the Triple Bottom Line (TBL), Social Exchange Theory (SET), and Social Representations Theory (SRT). Based on 479 valid surveys collected during the rally, an Exploratory Factor Analysis (EFA) identified five factors of perceived impact: positive economic–social, positive environmental, negative economic, negative social, and negative environmental. A non-hierarchical k-means cluster analysis revealed four distinct groups: Critics, who emphasize negative impacts; Enthusiasts, focused on economic–social benefits; Pragmatic Supporters, showing balanced but conditional support; and Supporters Environmentally Concerned, combining favorable views with ecological awareness. The results confirm the heterogeneity of residents’ perceptions and align with previous findings in the literature of motorsport events. Overall, the study contributes to understanding the social sustainability of rally events and highlights the importance of incorporating perceptual diversity into their management. Full article

The aviation sector faces increasing pressure to address climate change as its contribution to global CO₂ emissions continues to rise. This study investigates how passengers’ awareness of environmental issues and perceptions of sustainable airline practices affect their Green Air Travel Behavior (GTB). Drawing upon the Theory of Planned Behavior (TPB) and extending it with constructs such as Environmental Awareness (EA), Perceived Service Quality (PSQ), and Green Trust (GT), the research examines their impact on GTB. Using a quantitative design, data were collected from 300 airline passengers and analyzed with Structural Equation Modeling (SEM). Results reveal that EA strongly influences PSQ, GT, Attitude (ATT), and Intention (ITN), highlighting its role as a key antecedent. PSQ significantly enhances GT, while both GT and ATT directly predict GTB. However, the effect of ITN on GTB was not significant, indicating an intention–behavior gap. The findings underscore the importance of awareness, trust, and service quality in promoting sustainable air travel, while also pointing to barriers that hinder intentions from becoming actions. Theoretically, the study extends TPB within green aviation, and practically, it provides guidance for airlines and policymakers seeking to advance SDG 13: Climate Action through sustainable air travel strategies. Full article

As service robots become more prevalent in hospitality settings, understanding what shapes employees’ trust in these technologies is essential for fostering effective human–robot collaboration. Despite extensive research on customer trust and robot-related attributes, employee perspectives have received limited and fragmented attention. The aim of this study is to examine how human, robot, and organizational factors collectively influence employees’ trust in service robots, thereby offering a more comprehensive understanding of trust formation in hospitality contexts. To address this aim, this study adopts a three-dimensional trust framework (human, robot, and organizational factors) and provides the first comprehensive empirical test in the hospitality sector. Drawing on survey data from 301 frontline hospitality workers in the United States, we investigated how various human-, robot-, and organization-related factors influence employees’ trust in service robots using bootstrap multiple regression analysis. The results reveal that human factors, particularly employees’ attitudes toward and comfort with robots, emerged as dominant trust predictors. Surprisingly, organizational factors showed minimal direct impact, suggesting complex trust dynamics unique to hospitality contexts. These findings significantly expand existing human–robot interaction (HRI) theory and offer critical practical insights for hospitality managers integrating robots into frontline service. Full article

Tourism enterprises are increasingly pressured to align competitiveness with sustainability, yet limited evidence exists from Central and Eastern Europe. This study investigates the role of eco-friendly orientation as a determinant of customer satisfaction and perceived competitiveness in the Visegrad Four (Slovakia, Czech Republic, Poland, and Hungary). Empirical research was conducted on a sample of 478 enterprises, including hotels, guesthouses, spas, agritourist facilities, and travel agencies. Data were collected between January and June 2025 using a standardized questionnaire and analyzed through descriptive statistics, factor analysis, Pearson correlation, multiple regression, and ANOVA. The findings demonstrate that enterprises adopting more extensive environmental practices report significantly higher customer satisfaction (r = 0.43, p < 0.01) and perceived competitiveness (r = 0.38, p < 0.01). Factor analysis identified three key dimensions of environmental orientation: ecological operations, ecological innovations, and ecological marketing. Regression analysis highlighted ecological marketing, particularly the adoption of certifications and eco-labels, as the strongest predictor of competitiveness. ANOVA revealed significant cross-country differences, with Slovak and Czech enterprises outperforming Polish and Hungarian counterparts. The results suggest that ecological initiatives are essential for long-term competitiveness, providing both strategic guidance for managers and policy implications for fostering supportive regulatory and financial frameworks across the region. This study makes a novel contribution by offering one of the first large-scale empirical analyses of the link between sustainability and competitiveness in Central and Eastern Europe, a region where such research is still scarce. Theoretically, it extends the application of Ecological Modernization Theory to the tourism sector, while practically it provides actionable recommendations for managers and policymakers on integrating eco-certification and ecological marketing into their strategies. These insights underline the dual role of environmental orientation as a driver of both customer satisfaction and competitive advantage. Full article

Sustainability has become a significant concern in the tourism and hospitality industries. There is an increasing emphasis on how a company’s operations and employees influence customer experiences and value. This study employed the Social Exchange Theory to investigate the impact of sustainability-oriented practices on customer-perceived values, with pro-environmental work behavior serving as a mediator. Data obtained from employees in the tourism and hospitality sector in Ghana were analyzed using Harman’s single factor test in SPSS version 24 and partial least squares structural equation model in SMARTPLS version 4. The study revealed that sustainability-oriented practices significantly enhance both perceived customer values and pro-environmental work behavior. Further, pro-environmental work behavior was found to have a significant influence on customer-perceived values. Finally, the study revealed that pro-environmental work behavior partially mediated the positive relationship between sustainability-oriented practices and customer-perceived values. These findings underscore the importance of incorporating employee-driven environmental behaviors into sustainability initiatives, offering both theoretical insights through the Social Exchange Theory and practical guidance for enhancing customer value in the hospitality industry. Full article

The COVID-19 pandemic has severely affected Thailand’s economy, forcing many workers to return to their hometowns and engage in agricultural activities. Community-Based Tourism (CBT) has become a significant strategy to mitigate these effects by leveraging local cultural resources. This study aims to (1) assess the potential of cultural resources for tourism development in Koh Perd fishing village, Chanthaburi, Thailand, and (2) examine the determinants of revisit intentions among Thai tourists. To address the first objective, qualitative research was conducted through in-depth interviews with 15 Thai tourists, analyzed using coding analysis, while a quantitative survey of 400 respondents assessed the perceptions of cultural resources. The findings indicate that the village’s historic houses (Ruen Ran Kha) are perceived as the most valuable tourism assets, followed by cultural authenticity and aesthetics, respectively. For the second objective, data from 400 Thai tourists were analyzed using Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA) and multiple regression. The results reveal that destination attractions, marketing and accessibility, and safety and security are significant factors influencing revisit intentions. Full article

In the highly competitive restaurant industry, prioritising customer satisfaction is crucial for establishments pursuing differentiation and repeat business. Within this context, creating unique and memorable experiences has evolved from a marketing trend into a strategic imperative, compelling restaurants to deliver encounters that transcend mere functional service and quality. However, prior research has primarily examined quality factors and satisfaction in isolation, overlooking the mediating role of experiential realms in this relationship. This study offers a novel contribution by integrating service quality and experiential marketing within a single empirical model, addressing a gap in the hospitality literature. Specifically, few studies have empirically examined how tangible and intangible quality cues translate into the four experiential realms of the Experience Economy—aesthetic, escapist, entertainment, and educational—and how these, in turn, influence satisfaction and revisit intentions. Drawing on the Experience Economy framework, this study develops and tests a conceptual model linking quality antecedents—physical environment, food quality, and customer service—to the four experiential realms (aesthetic, escapist, entertainment, and educational) and subsequent satisfaction and revisit intentions. Using data collected from 312 restaurant customers, the hypotheses were tested through Structural Equation Modelling (SEM). The findings reveal that quality antecedents significantly influence experiential realms, which in turn enhance satisfaction and revisit intentions—offering a more nuanced mechanism than previously theorised. By being among the first to empirically test these relationships in the sit-down restaurant context, this study adds theoretical and practical insight into experience-based brand differentiation. Moreover, it provides actionable insights for restaurant managers seeking to transform quality delivery into memorable, loyalty-building experiences. Full article

This study aims to advance knowledge in the concept of therapeutic milieus by connecting nature, spirituality, and health to develop sustainable destinations. It combines the advantages of a conceptual paper and a multi-case study, offering a range of solutions demonstrated with three types of settlements: a county capital, a middle-sized town, and a small town. The GIS analysis identified several areas where the co-existence of thermal water, sacred sites, and verdant landscapes is in abundance, and five potential study areas were selected. Additional selection criteria included the GDP of the counties, visitation data, and synergy potential. Field work using field notes and photographs reconfirmed the results of the mapping and found unique value propositions that could enhance the value of health tourism. The theoretical research suggested three areas with synergy potential: culture, gastronomy, and sports. Based on the findings, a framework for therapeutic milieus showing three different scenarios was prepared. As for the economic and social implications, the research highlighted that adopting a multidisciplinary approach, incorporating insights from geography, cultural studies, and psychology, could make destinations more resilient, thus benefiting both tourists and locals. This study represents a substantial contribution to the milieu theories by incorporating natural, cultural, and spiritual elements into a flexible framework for therapeutic milieus. Future research may explore therapeutic milieus outside the Christian context or investigate the demand side. Full article

Food and agricultural products shape tourism by linking communities and regions to leisure travel. Consumers’ perceptions of a country and its food products can shape their attitudes and behaviors toward it as a travel destination. This study compares the effects of general country image (GCI), product–country image (PCI), and product image (PI) on Chinese dairy consumers’ engagement with the country of origin as a travel destination (TDE). It also tests whether TDE mediates the effects of country images on consumer-based brand equity (BEQ) for dairy products. We analyzed 573 valid online responses from mainland China, a major market for dairy products and outbound tourism, using covariance-based structural equation modeling (CB-SEM) in AMOS 31. The results identify TDE as a key factor that fully mediates the effect of GCI on BEQ. PCI and PI show both direct effects on BEQ and indirect effects through TDE. The proposed framework links country evaluations to destination engagement and brand outcomes, highlighting opportunities for integrated cross-sector promotion. This research is among the first to examine co-marketing between the tourism sector and the dairy industry through a country-image perspective. It provides practical guidance for cross-sector strategy and contributes to ongoing debates in both fields. Full article