Tourism and Hospitality

Small local museums play a crucial role in safeguarding cultural heritage, but often lack the necessary resources and digital capabilities to engage younger visitors effectively. This study examines whether a mobile serious game can enhance engagement, intrinsic motivation, and cultural knowledge among Generation Z museum visitors. This study introduces Thai-Craft-To-Go, a mobile serious game that mediates intangible cultural heritage—specifically Thai textiles and handicrafts—for Generation Z. Grounded in Self-Determination Theory (SDT) and Flow Theory and operationalized through the Mechanics–Dynamics–Aesthetics (MDA) framework, the game translates cultural content into interactive play. We conducted an exploratory evaluation with 30 Generation Z participants using the Game Engagement Questionnaire (GEQ), the Intrinsic Motivation Inventory (IMI), and a 10-item knowledge test administered before and after gameplay. Results indicated high engagement—particularly Presence and Absorption on the GEQ—strong intrinsic motivation on the IMI (notably perceived competence and value), and significant knowledge gains (mean scores increased from 4.40 to 8.03; t(29) = 8.39, p < 0.001, d = 1.53). These findings suggest that a well-designed serious game can align museum learning with the digital habits of younger audiences, enhancing engagement, motivation, and cultural understanding. For small local museums, serious games provide a feasible and cost-conscious pathway to revitalize visitor experiences and support the intergenerational transmission of intangible cultural heritage in the digital age. Full article

This study aims to examine the determinants of tourist continuance intention in halal tourism in Indonesia and extend the Theory of Planned Behavior (TPB) model by incorporating sustainable tourist citizenship behavior (STCB) and tourists’ emotional events and past halal experiences to provide a rounded understanding of Muslim tourists’ revisit intentions. This quantitative study employed partial least squares structural equation modeling (PLS-SEM) to analyze the data collected from 500 Muslim tourists who visited halal destinations in West Sumatra. The findings reveal that their STCB, attitudes, subjective norms, and perceived behavioral control significantly influence their continuance intention. Moreover, the empirical findings indicate that tourists’ emotional events and past halal experiences positively affect the TPB constructs, further strengthening the behavioral outcomes. All the proposed hypotheses were supported by the model and highlight the critical roles of psychological, experiential, and behavioral factors in shaping tourist loyalty. The results of this study contribute to the theoretical advancement of halal tourism behavior and offer practical suggestions for destination management to enhance sustainable engagement and repeat visitation among Muslim travelers. Full article

This study investigates how multidimensional value and experience quality shape satisfaction and loyalty in shopping tourism. We extend the QVSL tradition by (i) specifying three hedonic value dimensions (entertainment, exploration, escapism), (ii) differentiating functional value into performance-oriented and money-saving facets, and (iii) incorporating epistemic value and experience quality as additional antecedents. We also model immediate behavioral outcomes (i.e., money spent and time spent) and test involvement as a moderating condition. Using path analysis on data from 413 mainland Chinese tourists in Japan, findings confirm that entertainment, functional value (for performance and money), epistemic value, and experience quality enhance shopping satisfaction. Functional values, epistemic value, and satisfaction drive destination loyalty. Money and time spent are additional outcomes of satisfaction. Involvement moderates the link between satisfaction and money spent. These insights offer strategic implications for Destination Marketing Organizations (DMOs) and retailers to optimize shopping environments and employee services, increasing tourist satisfaction, loyalty, and both time and money spent in the competitive shopping tourism market. Limitations include the cross-sectional design and the use of composite-indicator path analysis; future research could apply longitudinal or full SEM approaches, broaden contexts, and test additional constructs. Full article

The awareness of tourism’s environmental impact has increased interest in sustainable alternatives such as green hotels, yet tourists often fail to translate pro-environmental attitudes into action, reflecting the attitude–behavior gap. This study extends the Theory of Planned Behavior (TPB) by incorporating Environmental Knowledge and Climate Change-Related Risk Perceptions (CC-RRPs) as background factors and testing their effects on Green Hotel Purchase Intentions (GHPIs) among Spanish travelers. Data from 1442 respondents were analyzed using covariance-based Structural Equation Modeling (SEM) with bootstrapped mediation testing. Results show that In-Group Norms are the strongest predictor of GHPIs, followed by Eco-Hotel Attitudes, while Perceived Behavioral Control (PBC) has a weaker but significant effect. Environmental Knowledge predicts all three mediators, and CC-RRPs predict Attitudes and Norms but not PBC. Crucially, both antecedents affect GHPIs only indirectly, supporting a mediation-based framework. These findings clarify the distinct roles of Environmental Knowledge as a cognitive antecedent and CC-RRPs as cognitive–affective evaluations that motivate attitudes and norms, while also highlighting the centrality of social influence in a Southern European context. Beyond theoretical contributions, the results underscore the importance of trust and authenticity: addressing greenwashing through transparent communication and credible certification frameworks is essential to ensure sustainable hospitality choices. Full article

The hospitality industry’s rapid adoption of AI service robots has revealed significant variability in consumer acceptance, highlighting the need for personality-based implementation strategies rather than one-size-fits-all approaches. This study extended the AIDUA (Artificial Intelligence Device Use Acceptance) model by integrating Big Five personality traits and robot design characteristics to understand AI service robot acceptance among South African hospitality consumers. A convergent mixed-methods design combined structural equation modeling of survey data (n = 301) with natural language processing analysis of qualitative responses to examine personality-acceptance pathways and consumer concern themes. Results demonstrated that neuroticism negatively influenced performance expectancy (β = −0.284, p < 0.001), while openness enhanced hedonic motivation and preference for humanoid robots (β = 0.347, p < 0.001). Privacy concerns partially mediated the neuroticism-rejection relationship, while transparency interventions significantly improved acceptance among high-neuroticism consumers (effect size d = 0.98). Four distinct consumer segments emerged: Tech Innovators (23.1%), Pragmatic Adopters (31.7%), Cautious Sceptics (28.4%), and Social Moderates (16.8%), each requiring tailored robot deployment strategies. The extended AIDUA framework explained 68.4% of variance in acceptance intentions, providing hospitality operators with empirically validated guidelines for matching robot types to guest personality profiles, optimizing guest satisfaction while minimizing resistance through culturally sensitive implementation strategies. Full article

Biophilic designs and elements have been the focus of numerous studies due to their potential impact on key marketing outcomes including satisfaction, word-of-mouth, and revisit intentions. However, previous studies have mainly relied on simplified image-based experiments that focused only on the presence or absence of biophilic elements, overlooking the quality of these designs as hotel guests actually experience them. This study aimed to investigate the quality of actual biophilic elements in hotel service settings and their impact on guest well-being, perceived value, and patronage intentions while also exploring the moderating effects of guest delight. The study employed a self-administered questionnaire survey to collect data from a total of 428 guests who had already stayed at hotels with biophilic designs/elements in Egypt. Using SmartPLS 3.0, a PLS-SEM analysis was performed to test the study hypotheses and conceptual model. The findings revealed that the high quality of biophilic designs/elements in hotels significantly affected guest well-being and perceived value, which eventually supported revisit intentions and willingness to pay a premium. The results also affirmed the moderating effects of guest delight on the proposed model. This study addresses a notable knowledge gap and provides valuable managerial implications regarding hotel biophilic designs. Full article

This study explores tourist motivations through a mixed-methods approach, combining qualitative coding of open-ended responses with quantitative network analysis. By examining why vacationing is important, we identified eight motivation categories including Physical & Mental Renewal, Social Bonding, and Novelty & Adventure. Network analysis revealed significant co-occurrence patterns between motivations, challenging traditional push–pull frameworks by demonstrating that travelers simultaneously hold multiple, sometimes paradoxical desires. Demographic comparisons showed that women emphasize relaxation and rejuvenation, while men prioritize novelty and exploration. Age-related differences revealed younger travelers seek adventure and personal growth, while middle-aged participants valued family time and relaxation. Our findings demonstrate how tourist motivations function as interconnected constellations rather than isolated factors. By highlighting tensions such as comfort versus sustainability, digital detox versus connectivity, and novelty versus familiarity, the study illustrates how motivational paradoxes can inform destination management strategies. These results offer practical guidance for DMOs, particularly in contexts of overtourism where repositioning is needed, and for new destinations seeking to differentiate themselves in a competitive global market. Framing motivations within these broader transformations—post-pandemic regeneration, sustainability debates, and digital lifestyle shifts—enhances the relevance of our contribution to both scholarship and practice. Full article

Community-Based Tourism (CBT) is increasingly pivotal for sustainable rural development in emerging economies, particularly in culturally rich nations like Indonesia. The vulnerability of tourism-dependent communities, starkly exposed by the COVID-19 pandemic, underscores the urgent need to understand how CBT can foster socio-economic resilience—the capacity to withstand, adapt to, and recover from shocks. This study aims to investigate the relationship between CBT governance models and socio-economic resilience in rural Indonesia, identifying the critical factors that enable communities to thrive amidst adversity. A comparative qualitative case study design was employed, focusing on three tourism villages in Yogyakarta (Nglanggeran) and Bali (Penglipuran, Jasri). Data were collected through semi-structured interviews, focus group discussions, and participant observation conducted from June to August 2024. The findings reveal that villages with inclusive participation, strong local leadership, and equitable benefit-sharing mechanisms (e.g., Nglanggeran) demonstrate higher resilience, characterized by economic diversification, robust social capital, and strong adaptive capacity. In contrast, top-down governance (Penglipuran) or entrepreneurial but fragmented initiatives (Jasri) can limit inclusivity and adaptability, constraining resilience. This research contributes to the CBT literature by providing a comparative analysis of resilience outcomes across different governance contexts in Indonesia. It offers a refined framework for understanding how local institutions and community agency interact to build resilience. The study provides practical insights for policymakers and community leaders, highlighting the importance of fostering inclusive governance, strategic partnerships, and economic diversification to enhance the long-term sustainability and resilience of tourism-dependent communities. Full article

In response to growing pressures for sustainability in tourism, this paper examines the techno-economic evaluation of green innovations in small and medium-sized tourism enterprises (SMEs). Focusing on a single case study of a hotel in Greece, the research investigates how and why specific sustainability interventions were implemented and assesses their operational and economic impacts. The study adopts an interpretivist approach, combining process tracing with thematic analysis. The analysis is guided by innovation diffusion theory, supported by organizational learning perspectives, to explain the stepwise adoption of sustainability practices and the internal adaptation processes that enabled them. The techno-economic evaluation draws on quantitative indicators and qualitative assessments of perceived benefits and implementation challenges, offering a broader view of value beyond purely financial metrics. Data were collected through semi-structured interviews, on-site observations, and internal documentation. The findings reveal a gradual, non-linear path to innovation, shaped by adoption dynamics and organizational learning, reinforced by leadership commitment, contextual adaptation, supply chain decisions, and external incentives. Key interventions, including solar energy adoption, composting, and the formation of zero-waste partnerships, resulted in measurable reductions in energy use and landfill waste, along with improvements in guest satisfaction, operational efficiency, and local collaboration. Although it is subject to limitations typical of single-case designs, the study demonstrates how even modest sustainability efforts, when integrated into daily operations, can generate multiple types of outcomes (economic, environmental, and operational). The paper offers practical implications for tourism SMEs and policymakers and formulates propositions for future testing on sustainable innovation in the tourism sector. Full article

The current study aims to address the research gap regarding inconsistent findings on the effect of environmental knowledge (EK) in enhancing green purchase intention (GPI) by incorporating pro-environmental behavior (PEB) and environmental concern (EC) as factors to leverage green purchase intention. Five hypotheses were developed and tested using a sample of 300 respondents in Indonesia. Survey data from 300 respondents were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate the pivotal role of pro-environmental behavior in two ways. First, pro-environmental behavior mediates the relationship between environmental knowledge and green purchase intention. Second, while pro-environmental behavior enhances environmental concern, it is insufficient to fully strengthen green purchase intention; additional factors, such as the activation of ethical values of concern, are needed to reinforce this intention further. However, the limitations include reliance on quantitative cross-sectional data and focus on Bali, suggesting a need for longitudinal and cross-cultural studies. Practical recommendations include incorporating local communities in eco-tourism programs to ensure social acceptance and sustainability. In general, the results contribute theoretically by integrating knowledge, concern, and behavior into a cohesive model explaining green consumer intentions in tourism. This comprehensive approach supports efforts to transform individual values and behavior, which are critical alongside systemic or policy changes in advancing sustainable tourism. Full article

This study examines the intention of Greek tourists who visit national touristic destinations to adopt Artificial Intelligence (AI) chatbots in the tourism sector. Using the UTAUT2 model as a framework, data were collected through a closed-ended questionnaire and analyzed with correlation and regression methods to identify the main drivers and barriers to this adoption. Results show that specific factors such as performance expectancy, hedonic motivation, and perceived innovativeness significantly and positively influence chatbot usage, emphasizing the role of usefulness, enjoyment, and innovation in shaping user acceptance. Conversely, factors such as inconvenience, habit, and difficulty of use negatively affect adoption, indicating the importance of overcoming usability challenges and resistance to change. These findings highlight the need for the development of accessible and engaging chatbot systems and underscore the value of continuous technological improvements. The study concludes that adopting AI-driven solutions can help tourism providers personalize services, improve operational efficiency, and enhance customer satisfaction, fostering sustainable competitiveness in the sector. Full article

Traditional food products (TFPs) hold a significant place in the cultural and gastronomic identity of Vojvodina, and consumer interest in these products is continuously growing, positioning them among the most relevant research topics in the fields of hospitality and consumer behavior. The aim of this study was to examine how consumers’ socio-demographic characteristics influence their attitudes and perception of the quality and attributes of TFPs on hospitality and tourism market. The research was conducted on a sample of 507 adult respondents from the territory of the Autonomous Province of Vojvodina. Data were analyzed using descriptive statistics, nonparametric tests (Mann–Whitney U and Kruskal–Wallis) and ordinal logistic regression. The results indicate that age, gender, education level and place of residence significantly affect attitudes toward the quality, price, availability, and advantages of TFPs compared to industrial or imported products. Respondents from rural areas, those with lower education levels and lower incomes, show a greater tendency to consume traditional products. The main barriers to consumption were identified as high prices and insufficient information. The regression results showed that gender and place of residence were significant predictors of consumers’ tendency to choose dishes prepared with TFPs in hospitality establishments. The study highlights the need for tailored marketing and educational strategies to improve the accessibility, diversity, and visibility of TFPs on the market, with particular attention to their integration into the hospitality sector. However, the study is limited to the region of Vojvodina and relies on self-reported data, which may introduce response bias. Future research could explore comparative analyses across different regions or include qualitative insights into consumer motivations. Full article

This study examines community-based wellness tourism (CBWT) in Ubud, Bali, focusing on ownership structures, community participation, and the role of local traditions. Using a qualitative design, the data were collected through semi-structured interviews with wellness stakeholders and field observations of spas and yoga centers. The findings reveal that spas are predominantly locally owned and staffed, ensuring value retention and skill development, while flagship yoga and retreat centers are dominated by non-local actors, creating risks of economic leakage and weaker cultural stewardship. Community involvement is strong in operations but limited in planning and governance, highlighting a policy–practice gap. Integrating Balinese traditions, such as Usada Bali and Melukat, could enhance authenticity but requires careful protection against commodification. The findings reveal that locally owned spas contribute to SDG 1 (No Poverty) and SDG 8 (Decent Work and Economic Growth) through local value retention, employment creation, and skill development, while non-local dominance of yoga and retreat centers risks economic leakage and weakened cultural guardianship. The study also identifies gaps in governance and planning, underscoring the need for inclusive participation and capacity building to align with SDG 11 (Sustainable Cities and Communities). Integrating Balinese traditions, such as Usada Bali and Melukat, highlights the opportunities for safeguarding cultural heritage, provided that protocols against commodification are enforced. To address these challenges, the study proposes a strategic framework emphasizing governance reform through a quadruple-helix model, shared-equity ownership, standardized human capital development, and protocol-based cultural guardianship. Despite the limitations of this being a single-case, cross-sectional study, the findings contribute to wellness tourism research by shifting attention from visitor demands to governance and equity. The study offers practical strategies for institutionalizing CBWT in Ubud while providing a transferable model for destinations seeking to balance growth with tradition. Full article

The Yangtze River Delta (YRD) region has experienced rapid development in its tourism industry, establishing itself as a leading force within China’s tourism sector. However, significant regional disparities continue to hinder its sustainable development. This study adopts a mixed-methods approach to analyze the spatiotemporal evolution of domestic tourist flows and tourism industry agglomeration patterns in the region. Using city-level data from 2016 to 2022, the analysis employs a comprehensive methodology including standard deviation, coefficient of variation, standard deviation ellipse, and locational entropy. The main findings are as follows: (1) In the pre-pandemic period (2016–2019), absolute disparities in tourist flows widened, whereas relative disparities narrowed. During the pandemic (2020–2022), absolute disparities decreased, while relative disparities initially increased before contracting. (2) Tourist flows displayed a southeast–northwest gradient, with high-value areas clustered along the southeastern coast. Standard deviation ellipse analysis reveals that tourist flows were primarily distributed along the eastern coastal corridor, parallel to the coastline. Prior to the pandemic, tourism growth showed a tendency toward spatial equilibrium; however, this trend was disrupted during the pandemic, resulting in a more decentralized spatial pattern. (3) Throughout the pandemic, tourism industry concentration increased significantly in most cities. Cities with renowned scenic attractions and diversified economic structures demonstrated stronger resilience, while those heavily reliant on tourism were more vulnerable to the pandemic’s effects. Full article

This study investigates hotel employees’ perceptions of AI-driven human resource (HR) management systems within the Accor Group’s properties across three major European cities: Paris, Berlin, and Amsterdam. These diverse urban contexts, spanning a broad portfolio of hotel brands from luxury to economy, provide a rich setting for exploring how AI integration affects employee attitudes and work–life balance. A total of 437 employees participated in the survey, offering a robust dataset for structural equation modeling (SEM) analysis. Exploratory factor analysis identified two primary factors shaping perceptions: AI Perceptions, which encompasses employee views on AI’s impact on job performance, communication, recognition, and retention, and balanced management, reflecting attitudes toward fairness, personal consideration, productivity, and skill development in AI-managed environments. The results reveal a complex but optimistic view, where employees acknowledge AI’s potential to enhance operational efficiency and career optimism but also express concerns about flexibility loss and the need for human oversight. The findings underscore the importance of transparent communication, contextual sensitivity, and continuous training in implementing AI systems that support both organizational goals and employee well-being. This study contributes valuable insights to hospitality management by highlighting the relational and ethical dimensions of algorithmic HR systems across varied organizational and cultural settings. Full article

The hospitality sector is undergoing a rapid digital change due to smart technology and artificial intelligence. This presents both possibilities and problems for the development of sustainable innovation. Yet, little is known about how leaders’ technological competencies affect employees’ capacity to engage in environmentally responsible innovation. This study addresses this gap by examining how leaders’ competencies in smart technology, artificial intelligence, robotics, and algorithms (STARA) shape employees’ green innovative behavior in hotels. Anchored in person–job fit theory and cognitive appraisal theory, we propose that when employees perceive a strong alignment between their skills and the technological demands introduced by STARA, they are more likely to appraise such technologies as opportunities (challenge appraisals) rather than threats (hindrance appraisals). These appraisals, in turn, mediate the link between leadership and green innovation. Convenience sampling was used to gather data from staff members at five-star, ecologically certified hotels in Sharm El-Sheikh, Egypt. According to structural equation modeling using SmartPLS, employees’ green innovation behaviors are improved by leaders’ STARA abilities. Crucially, staff members who viewed STARA technologies as challenges (i.e., chances for learning and development) converted leadership skills into more robust green innovation results. Conversely, employees who perceived these technologies as obstacles, such as burdens or threats, diminished this beneficial effect and decreased their desire to participate in green innovation. These findings highlight that the way employees cognitively evaluate technological change determines whether leadership efforts foster or obstruct sustainable innovation in hotels. Full article

This research investigates the intersection of construction innovation and cultural heritage through the lens of tourist perceptions of the world’s largest carved golden Buddha, situated at Khao Chi Chan Mountain, Pattaya, Thailand. Positioned as an emerging tourism destination, this site contributes to the rebranding of Pattaya as a globally significant hub for religious tourism. This study highlights how this monumental Buddha statue fosters spiritual experiences, promotes the conservation of art and culture, and encapsulates a historical narrative tied to Thailand’s royal lineage. Notably, the statue’s creation employed a pioneering technique—the only one of its kind worldwide—involving laser-guided carving by artisans, followed by gold leaf application to enhance its aesthetic magnificence. A mixed-methods research approach was adopted, integrating historical document analysis with narrative accounts of the statue’s construction using modern technology, complemented by quantitative data collected through tourist questionnaires. By documenting the historical use of laser technology in creating this iconic Buddhist landmark, this research corrects misconceptions about its construction process and highlights the innovative application of a 20 W Argon ion laser for drawing the image of Buddha on the cliff. This study evaluates tourist perceptions using the DHARMA model, revealing how Destination Identity, Heritage Values, and Memorable Experiences foster emotional connections and spiritual enrichment (β = 0.801, p < 0.001). The findings underscore Khao Chi Chan’s potential to reposition Pattaya as a hub for Buddhist tourism, diversifying its image beyond nightlife-centric tourism. This work contributes to sustainable tourism by demonstrating how sacred sites can balance cultural preservation and economic vitality, offering insights for heritage management and urban tourism development in Southeast Asia. Full article

Tourism marketing videos can lead to positive emotions and visit intention. This study investigated the impact of VR and 2D tourism videos on user engagement, perception, and emotional responses. This research adopted a priori coding, analyzed 52 interviews using thematic analysis, and concluded a framework with six dimensions, including interactivity, authenticity, presence, cognitive value, hedonic value, and learning value. Findings indicate that VR videos compared to 2D allow users to explore the environment actively and feel an increased sense of presence. However, challenges such as rapid movement, lack of control, and distractions were also reported. VR does not necessarily lead to a higher sense of authenticity because the fast-paced sequences and distracting elements may negatively affect the experiences. Regarding cognitive values, participants mentioned that the videos increased their knowledge of the destination, particularly the 2D format video maintained viewers’ focus. VR facilitates exploration and may enhance learning value. Videos can also generate hedonic value, as many participants reported the emotions of excitement, happiness, and relaxation while watching videos. The findings extend the literature on immersive experiences in the video context. This research also offers practical insights into tourism marketers to design more engaging and effective tourism videos. Full article