Editor’s Choice Articles

Cultural heritage tourism is a vital part of Malaysia’s tourism sector, attracting visitors to iconic UNESCO sites like George Town and Melaka. However, these heritage sites face growing challenges from overcrowding and environmental degradation, which accelerate the deterioration of historic architecture and cultural artifacts. Preservation efforts often require site closures, which negatively impact tourist experiences and satisfaction. Thus, augmented reality (AR) offers a solution by supporting heritage management and preservation, allowing visitors to engage with virtual representations via mobile AR apps, thereby enhancing visitor engagement and travel experience. Despite global adoption, mobile AR apps often suffer from low user retention, with many users abandoning them shortly after downloading them. Understanding what drives continued usage is crucial for successful AR implementation. This study integrates the expectation confirmation model (ECM) and the unified theory of acceptance and use of technology 2 (UTAUT2) to examine the determinants affecting user’s experiential satisfaction and continued usage intention of mobile AR apps. An online survey of 450 domestic tourists in George Town and Melaka was conducted. Data analysis using structural equation modeling with SmartPLS 4.0 revealed that the integrated model offers a stronger predictive power and significantly outperforms ECM and UTAUT2 individually. The findings contribute valuable insights for researchers, app developers, tourism stakeholders, and policymakers. Full article

The present study explores the determinants of tourist satisfaction within the context of wellness tourism in Greece, an emerging segment of the tourism industry that emphasizes holistic well-being. The aim was to assess the overall satisfaction of wellness tourists, identify the relative importance and performance of satisfaction dimensions, and offer insights for service improvement. A structured questionnaire was administered to 487 wellness tourists during the summer of 2024, and the data were analyzed using descriptive statistics and the Multicriteria Satisfaction Analysis (MUSA) method. The results revealed a high overall satisfaction level (90.4%), with physical and spiritual well-being activities contributing most significantly to the satisfaction structure. In contrast, mind well-being activities scored the lowest in satisfaction, despite being rated highly in importance, suggesting a service gap. Improvement analysis indicated that mental and spiritual well-being activities are high-impact, low-effort areas for enhancement. Demographic data further highlighted that wellness tourists are typically young, educated and economically active women. The findings suggest the need for more personalized, holistic offerings and point to the potential integration of wellness and medical tourism services. The study offers practical implications for wellness providers and destination managers and identifies future research directions related to satisfaction dynamics and health-oriented tourism strategies. Full article

In the context of the high development of mobile internet and social media, the social clocking and photographing function of tourism applications has become a key factor to enhance user experience and enhance product competitiveness. Citywalk, as a new way of exploring cities, emphasizes individuality and social interaction by providing a walking experience of the city’s history and culture. This study is based on the Technology Acceptance Model, combined with the Use and Gratification Theory, to systematically explore the core mechanisms that influence user acceptance and continued use of the social check-in and photo-taking function in Citywalk-related applications (app). Firstly, this article analyzes the impact of perceived usefulness and perceived ease of use on user technology adoption through a technology acceptance model. At the same time, the five major needs of use and satisfaction theory (information needs, entertainment needs, social interaction needs, identity confirmation needs, and escapism needs) are introduced as external influencing variables to construct an optimized technology acceptance model. Secondly, based on this theoretical framework, this article proposes relevant research hypotheses and designs a questionnaire for empirical analysis. Reliability analysis, validity analysis, and regression analysis are used to verify the relationship between influencing factors and user behavior. The research results reveal relevant research questions, namely, the core factors influencing users’ use of social check-in and photo-taking functions (RQ1), elucidating the mechanism of technology perception on user satisfaction and willingness to continue using (RQ2), and identifying the acceptance gap between user needs and actual experience in existing feature designs (RQ3). At the same time, this article provides optimization strategies for the Citywalker App (Version 1.0) and similar products to enhance user experience, strengthen social communication effects, and promote market promotion. Ultimately, this study aims to provide theoretical support and practical guidance for the design of tourism social media functions and promote innovative development in related fields. Full article

This study examines the relationships among motivation, satisfaction, place attachment, and revisit intention in the context of ecotourism in the Ayabaca Moorlands, a biodiverse Andean ecosystem of high cultural significance in northern Peru. Using a non-experimental quantitative design, data were collected from 350 national and international visitors and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings reveal that while motivation does not directly influence place attachment, it significantly affects satisfaction and revisit intention. Results provide empirical evidence that satisfying experiences foster enduring emotional bonds with environmentally sensitive destinations. The study underscores the importance of tourism management strategies that cultivate emotional connections and visitor loyalty while integrating cultural and contextual factors to ensure the long-term sustainability of high-mountain ecotourism. Full article

Aim: This study extends existing research by focusing specifically on the perceptions of hotel employees, a crucial yet often overlooked group of stakeholders in the adoption of new technologies within the hotel sector. The objective of this research is to investigate the perceptions of hotel employees in Hong Kong regarding the implementation of Metaverse hotels. This study emphasizes their evaluations of the strengths, weaknesses, opportunities, and threats associated with these establishments through a SWOT analysis. Ultimately, the study aims to provide recommendations for addressing technological challenges, supporting employees during the transition, and facilitating adaptation across the industry. Design/Methodology/Approach: A convenience and purposive sampling method is employed to investigate 20 participants, comprising hotel staff from various departments in the Metaverse hotel in Hong Kong. This study adopts a qualitative research design, utilizing semi-structured interviews to gather in-depth insights into the perceptions of the Metaverse hotel among these employees. Purposive sampling ensures that participants have relevant experience and familiarity with VR/AR technologies. Interviews, each lasting 45–60 min, were conducted in person, with informed consent obtained beforehand. Findings: The exploration of hotel employees’ perceptions of Metaverse hotels in Hong Kong underscores the innovative potential of these establishments to enhance operational efficiency and guest engagement, while also offering new training opportunities and streamlining daily tasks. However, employees express concerns about the potential erosion of personal interactions, which are crucial to the hospitality experience, and foresee significant technical and integration challenges. Despite these drawbacks, Metaverse hotels present distinctive opportunities for market differentiation, appealing to tech-savvy guests and generating new revenue streams that contribute to industry growth. Nonetheless, potential threats such as guest skepticism and challenges in industry adaptation highlight the necessity for cautious implementation and robust privacy measures. Balancing these aspects—strengths, weaknesses, opportunities, and threats—will be pivotal for the successful integration of Metaverse technologies into the hotel industry. Theoretical/Practical Implications: Participants recognized that the Metaverse hotel could offer various potential benefits for both employees and businesses, such as enhanced operational efficiencies and new opportunities for guest engagement. Understanding the perceptions of hotel staff towards the Metaverse carries significant real-world implications for shaping policies, practices, and technologies that facilitate its operational success and market acceptance. Leveraging these insights enables the optimization of Metaverse’s advantages while mitigating associated risks and drawbacks. This study advances existing research by focusing specifically on the perceptions of hotel employees, a crucial yet often neglected group of stakeholders in the adoption of new technologies within the hospitality sector. By understanding the perspectives of hotel employees, this research provides valuable insights into the practical challenges and benefits of implementing Metaverse technologies in the hotel industry. Originality/Value: The Metaverse hotel is still relatively new and evolving, making it crucial to conduct research to understand how hotel staff perceive it. However, there is limited research specifically focusing on the perceptions of hotel employees regarding Metaverse hotels. This gap highlights the need for a comprehensive investigation into how employees perceive the strengths, weaknesses, opportunities, and threats of implementing the Metaverse in hotels. Full article

In response to increasing global sustainability demands, this study examines how green dynamic capabilities influence business performance in Bali Island’s tour and travel SMEs, with green service innovation as a mediating mechanism. Drawing on the resource-based view (RBV) and dynamic capability theory, the research adopts a quantitative approach using survey data from 387 SMEs and employs structural equation modeling (SEM) to analyze the relationships among green dynamic capabilities, green service innovation, and business performance. Findings reveal that green dynamic capabilities significantly enhance both green service innovation and business performance. Notably, green service innovation partially mediates this relationship, underscoring its pivotal role in transforming internal sustainability-oriented capabilities into tangible performance outcomes. The key contribution of this study lies in extending RBV by integrating green service innovation as a strategic conduit that links eco-centric capabilities to competitive advantage in a tourism SME context—a perspective that remains underexplored in emerging economies. Practically, the study provides actionable insights for SME owners and policymakers to prioritize innovation in service design and delivery as a pathway to sustainable tourism performance. Full article

From the 17th century, European leisure travellers sought novel experiences, places and landscapes; they explored them within the context of contemporary, but temporally changing, social norms. Amongst travellers’ earliest motivations were reportage, curiosity and recuperation in managed landscapes. From the late 18th century, images in art galleries and then guidebooks directed leisure travellers into ‘wild’ places. Supporting and part-driving these developments were travel and antiquarian publications. That normalisation of ‘wild places’ exploration coincided with natural history’s popularisation. From the early 19th century, geosites were recognised, scientifically described, and popularised through a range of publications; this marked the beginning of geotourism. This can be contextualised within the rise in resort-based coastal tourism. These various themes are explored in relation to ‘Coastal Southern England’, an important tourism region from the early-18th century. By the Great War’s (1914–1918) close, its tourism patterns and nature, recognisable in present-day offerings, were established. Its development as a geotourism region can be conceptualised through the ‘travellers’ gaze’ and ‘adapted comfort zone’ models. Early geotourism literature and artistic representations, along with their creators’ biographies, could underpin modern geo-interpretation, of which some exemplars are given. General conclusions are drawn and future research suggested. Full article

This study examines the determinants of environmentally responsible behavior among tourists in the heritage villages of Paveh County, Iran, through an integrated theoretical framework that synthesizes place-related psychological constructs with the Theory of Planned Behavior (TPB). Employing structural equation modeling on data collected from 443 tourists across three heritage villages (July–November 2024), the investigation tested comparative theoretical models with differing explanatory capacities. The baseline TPB model confirmed significant positive effects of environmental attitudes (β = 0.388), environmental norms (β = 0.398), and perceived behavioral control (β = 0.547) on behavioral intentions, which subsequently influenced environmental behavior (β = 0.561). The extended model incorporating place-related variables demonstrated enhanced explanatory power, with the R² values increasing from 48.2% to 52.7% for behavioral intentions and from 49.2% to 54.7% for actual behavior. Notably, place identity exhibited dual psychological functions: moderating the intention–behavior relationship (β = 0.155) and mediating between place attachment and environmental behavior (β = 0.163). These findings advance sustainable tourism theory by illuminating the complex pathways through which place-based psychological connections influence environmental behavior formation in heritage contexts, suggesting that more sophisticated theoretical frameworks are required for understanding and promoting sustainable practices in culturally significant destinations. Full article

Social media platforms like Instagram significantly shape destination images and influence tourist behavior. Understanding how different cities are represented and perceived on these platforms is crucial for effective tourism marketing. This study provides a comparative analysis of Instagram content and engagement patterns in Seoul and Tokyo, two major Asian metropolises, to derive actionable marketing insights. We collected and analyzed 59,944 public Instagram posts geotagged or location-tagged within Seoul (n = 29,985) and Tokyo (n = 29,959). We employed a mixed-methods approach involving content categorization using a fine-tuned convolutional neural network (CNN) model, engagement metric analysis (likes, comments), Valence Aware Dictionary and sEntiment Reasoner (VADER) sentiment analysis and thematic classification of comments, geospatial analysis (Kernel Density Estimation [KDE], Moran’s I), and predictive modeling (Gradient Boosting with SHapley Additive exPlanations [SHAP] value analysis). A validation analysis using balanced samples (n = 2000 each) was conducted to address Tokyo’s lower geotagged data proportion. While both cities showed ‘Person’ as the dominant content category, notable differences emerged. Tokyo exhibited higher like-based engagement across categories, particularly for ‘Animal’ and ‘Food’ content, while Seoul generated slightly more comments, often expressing stronger sentiment. Qualitative comment analysis revealed Seoul comments focused more on emotional reactions, whereas Tokyo comments were often shorter, appreciative remarks. Geospatial analysis identified distinct hotspots. The validation analysis confirmed these spatial patterns despite Tokyo’s data limitations. Predictive modeling highlighted hashtag counts as the key engagement driver in Seoul and the presence of people in Tokyo. Seoul and Tokyo project distinct visual narratives and elicit different engagement patterns on Instagram. These findings offer practical implications for destination marketers, suggesting tailored content strategies and location-based campaigns targeting identified hotspots and specific content themes. This study underscores the value of integrating quantitative and qualitative analyses of social media data for nuanced destination marketing insights. Full article

This study integrates Expectation–Confirmation Theory (ECT) and the existing literature on service failure to propose a novel service gaps model. This model categorizes service gaps into three dimensions: Gap 1—the service delivery system gap; Gap 2—the customer needs and requests gap; and Gap 3—the unprompted and unsolicited service behaviors gap. This study examines the effects of these service gaps and recovery satisfaction on repurchase intention, as well as the moderating role of service recovery in the relationship between recovery satisfaction and repurchase intention. Based on the findings, this study offers practical recommendations to address service gaps, enhance recovery satisfaction, and ultimately improve customers’ repurchase intentions in the restaurant industry. Full article

Online reviews increasingly shape experiential travel decisions. This study investigates how structural and linguistic features of user-generated content influence peer endorsement in wine tourism. While prior research has explored review valence and credibility, limited attention has been paid to how micro-level textual and identity cues affect social approval metrics such as likes. Grounded in the Elaboration Likelihood Model, the analysis draws on 7942 TripAdvisor reviews using automated web scraping, readability metrics, and multivariate regression. Results indicate that location disclosure significantly increases likes, while higher textual complexity reduces endorsement. Title length and reviewer contributions function as peripheral cues, with an interaction between complexity and title length compounding cognitive effort. Findings refine dual-process persuasion theory and offer practical insights for content optimization in post-pandemic tourism engagement. Full article

This study examines how memorable tourism experiences (MTEs) influence tourists’ intention to recommend coastal tourism destinations. Using a quantitative approach of PLS-SEM analysis and a disjoint two-stage approach, this study examines MTE as a higher-order construct (HOC) with its seven dimensions and the moderating role of coastal destination competitiveness (CDC) in structural relationships. Data were collected through purposive sampling from 339 tourists who had visited Likupang, one of the priority tourism destinations in Indonesia. The results show that MTE plays a crucial role in increasing perceived economic value (PEV) and place attachment (PLA), and it is directly related to the intention to recommend the destination (ITRD). In addition to the prominent mediation role of PEV, these findings reveal that the CDC can strengthen or weaken the influence of these factors on tourists’ intention to provide recommendations. Specifically, the CDC can strengthen PLA influence towards intention to recommend, whereas, in contrast, it weakens the PEV in driving these intentions. The findings of this study expand the horizon of managing coastal tourism with an understanding of tourist behavior, particularly through a focus on improving MTE from the dynamics of its seven dimensions in encouraging promotion through tourist recommendations while optimizing the natural competitiveness elements of Likupang. Full article

This study analyzes how Vietnam’s Ministry of Culture, Sports and Tourism (MoCST) communicates policy implementation in tourism governance through 35 official responses to citizen petitions, using Heidbreder’s Multilevel Policy Implementation Strategies Framework (centralization, agencification, convergence, networking). Content coding, frequency analysis, co-occurrence network, and sentiment analysis reveal a dominant centralization pattern, with MoCST maintaining strong top-down control in decision-making and resource allocation. Convergence reflects increased inter-ministerial coordination, while agencification is limited, and networking with private or civil sectors remains weak. This weak networking limits participatory decision-making and hinders the development of adaptive, community-based tourism initiatives, which are crucial for sustainable tourism governance. Positive sentiment is more associated with centralized and convergent actions, indicating institutional trust. The study extends Heidbreder’s framework to a non-Western, centralized context and calls for stronger local agency roles and inclusive networks to enhance resilience and community ownership in policy implementation. Full article

Sociodemographic aspects influence consumer perception in a food hall. This study evaluates the attributes that determine the gastronomic experience and examines how sociodemographic aspects (age, education level, income, consumption) affect the perception of restaurant attributes, satisfaction, and loyalty. Using a valid sample of 420 participants, exploratory factor analysis and multiple regression were applied. The results show that education level and income significantly affect satisfaction (β = −0.173; p = 0.006 and β = 0.195; p = 0.015, respectively) and loyalty dimensions, including revisit intention (β = −0.179; p = 0.004 and β = 0.269; p = 0.001), recommendation (β = −0.171; p = 0.005 and β = 0.295; p = 0.001), and intention to say positive things (β = −0.120; p = 0.051 and β = 0.215; p = 0.006). Unlike prior studies focused on traditional restaurants, this research offers new empirical evidence within food halls as hybrid gastronomic spaces. The findings provide practical insights for food hall managers and urban tourism developers by emphasizing the importance of segmenting marketing strategies according to education, income, and visit frequency to enhance customer satisfaction, loyalty, and destination attractiveness. Full article

As health and well-being become central concerns in the post-pandemic tourism landscape, health tourism is evolving to prioritize not only physical recovery but also psychological engagement and emotional value. This study explores how gamified design can enhance tourist participation and experience quality within health-related tourism contexts. By integrating theories from tourism psychology and game-based experience design, a structural equation model is proposed to examine the relationships among memorable tourism experiences, tourist motivation, game design elements, flow experience, and perceived value, and their joint influence on behavioral intention. Data collected from tourists who engaged in gamified experiences were analyzed using structural equation modeling (SEM) techniques. The results identify a dynamic “participation–immersion–value” mechanism, in which gameful design fosters flow and perceived value, thereby mediating gamification’s impact on behavioral intention. These findings offer valuable insights for health tourism developers and experience designers seeking to create emotionally engaging, motivating, and sustainable visitor experiences in the context of health and well-being. Full article

This study introduces a novel reflective–formative hierarchical model specification for the classic push–pull tourist motivation construct, aligning its measurement with the theoretical distinction between intrinsic “push” drives and external “pull” attributes. Unlike the traditional reflective-reflective structuring of tourist motivation we defied the higher order factors (novelty, knowledge and facilities as formative. Using partial least squares structural equation modeling (PLS-SEM) on a purposive sample of 319 international tourists, we empirically validate the reflective–formative (reflective first-order, formative second-order) model. The reflective–formative model showed a superior fit and predictive power: it explained substantially more variance in key outcome constructs (social motives (R² = 53.60) and self-actualization (R² = 23.10)) than the traditional reflective–reflective specification (social motives (R² = 49.30) and self-actualization (R² = 21.70)), which is consistent with best-practice guidelines for theoretically grounded models. In contrast, the incorrectly specified reflective–reflective model showed stronger effects between unrelated constructs, supporting concerns that choosing the wrong type of measurement model can lead to incorrect conclusions. By reconciling the push–pull theory with measurement design, this work’s main contributions are a theoretically justified reflective–formative model for tourist motivation, and evidence of its empirical benefits. These findings highlight a methodological innovation in motivation modeling and underscore that modeling push–pull motives formatively yields more accurate insights for theory and practice. Full article

Higher education in tourism plays a pivotal role in the development of the tourism sector in Portugal—one of the country’s most vital economic pillars. In recent years, there has been growing interest in the adoption of innovative teaching methodologies by higher education institutions, aiming to foster more dynamic and student-centered learning environments. This article analyzes, through a qualitative approach grounded in educational and social science research, the main pedagogical and didactic strategies employed in leading tourism programs across Portugal. Drawing on a content analysis of curricular unit descriptions and all relevant public pedagogical information available on official institutional websites, this study provides a critical overview of current didactic practices. Finally, the research reflects on the degree to which innovative teaching and research practices are integrated and discusses their alignment with recognized international standards and best practices. This study contributes to bridging a significant research gap by systematically linking pedagogical practice in Portuguese tourism programs with global educational standards. Full article

The COVID-19 pandemic revealed long-standing vulnerabilities in island tourism economies such as Crete and Chios, including seasonality, overdependence on mass tourism, and limited innovation adoption. This study investigates how sustainable tourism, regional development, and innovation interconnect in these two cases. Drawing on structured questionnaires addressed to tourism stakeholders in Hersonissos (Crete) and Chios, we apply a comparative analysis through descriptive and inferential statistics. The findings reveal a common interest in diversifying tourism offerings through digital transformation and alternative tourism models. Hersonissos demonstrates higher engagement with innovation-led strategies, while Chios reflects a cautious but growing inclination toward eco-tourism and cultural tourism initiatives. The study employs a comparative cross-sectional design based on structured questionnaires addressed to 71 tourism stakeholders in Hersonissos and Chios. Data were collected through purposive sampling that was completed in July 2023. As a practical outcome, we propose the Regional Innovation Index in Tourism—a composite tool designed to assess innovation readiness at the local level. This index enables policymakers to evaluate the strategic capacity of tourism regions and supports the formulation of long-term, place-based development strategies aligned with EU policy goals and the transition to a green economy. Full article

Tourism development in coastal zones is often guided by marketing strategies focused on promotion, without real integration with the ecological, identity, and planning challenges facing these territories. This disconnection compromises environmental resilience, dilutes local cultural identity, and hinders adaptive governance in contexts of increasing tourism pressure and climate change. In response to this problem, the article presents the concept of Blue Marketing, a place-based, sustainability-oriented approach designed to guide communication, product development, and governance in marine and coastal destinations. Drawing on socio-environmental marketing and inspired by Integrated Coastal Zone Management (ICZM), the study proposes a Blue Marketing Decalogue (BMD), structured into three thematic blocks: (1) Ecosystem-focused sustainability, (2) cultural identity and territorial uniqueness, and (3) strategic planning and adaptive governance. Methodologically, the decalogue is empirically grounded in a territorial diagnosis of the Barbate–Vejer coastal corridor (Cádiz, Spain), developed through Geographic Information Systems (GIS), local planning documents, and field observations. This case study provides a detailed analysis of ecological vulnerabilities, cultural resources, and tourism dynamics, offering strategic insights transferable to other coastal contexts. The BMD incorporates both strategic and normative instruments that support the design of responsible tourism communication strategies, aligned with environmental preservation, community identity, and long-term planning. This contribution enriches current debates on sustainable tourism governance and provides practical tools for coastal destinations aiming to balance competitiveness with ecological responsibility. Ultimately, Blue Marketing is proposed as a vector for transformation, capable of reconnecting tourism promotion with the sustainability challenges and opportunities of coastal regions. Full article

This study develops and tests an integrated structural equation model (SEM) linking Butler’s Tourism Area Life Cycle (TALC), residents’ quality of life (QoL), and community participation in sustainable tourism governance (STG) across three emerging island destinations in Aceh, Indonesia. Drawing on survey data from 1266 residents, we employ confirmatory factor analysis and covariance-based SEM to (1) assess the direct effects of TALC-derived dimensions on residents’ QoL; (2) examine the influence of residents’ QoL on governance participation; and (3) evaluate both direct and indirect pathways linking TALC to STG. Rather than distinct life cycle stages, we conceptualize and measure residents’ perceptions of destination maturity based on key TALC dimensions, such as infrastructure development, tourism intensity, and institutional coordination. Results indicate that higher perceived destination maturity is positively associated with residents’ QoL (β = 0.21, p < 0.001), and that residents’ QoL strongly predicts governance participation (β = 0.31, p < 0.001). TALC dimensions also directly affect STG (β = 0.23, p < 0.001), with residents’ QoL partially mediating this relationship and accounting for 22.4% of the total effect. Multigroup SEM reveals consistent effect patterns across Weh, Pulo Aceh, and Simeulue. These findings illustrate how TALC-informed perceptions of destination maturity relate to residents’ quality of life and governance participation, suggesting that perceived well-being may play an important role in shaping community engagement in small-island tourism contexts. Full article

In the context of macroeconomic recovery and accelerating digital transformation in the post-pandemic era, the hotel industry in China is undergoing profound structural changes. This research investigates the core competencies required for hotel managers to navigate these challenges. Data was collected via a quantitative survey involving a structured questionnaire, was conducted among hotel managers in Shanghai, China, resulting in 404 valid responses. Employing exploratory factor analysis using SPSS, this study identifies seven key competency dimensions encompassing 36 ranked items, including interpersonal communication, leadership, operational knowledge, human resource management, financial analysis, technology, and administrative management. The results show that economic recovery has brought new opportunities but also challenges to the hotel industry, and that managers must possess a diverse set of core competencies to adapt to the demanding new market changes. The novelty of this research lies in its empirical grounding and its focus on the intersection of digitalization and economic recovery within China’s hotel industry. It pioneers a dynamic strategic competency framework tailored to the evolving demands of the hotel industry during a period of economic volatility, providing empirical evidence and advice for optimizing the industry’s talent training systems. Simultaneously, it brings a new perspective for dealing with the recovery path for the hotel enterprises in other urban and travel destinations, aiming to promote industry sustainability and competitive advantages. Future research could extend the proposed framework by exploring its applicability across different cultural and economic contexts. Full article

Sustainable tourism has become a strategic imperative, particularly in Bali Island, where tourism drives regional economic growth. In this study, we investigate the mediating role of green service innovation in the relationship between the marketing mix and business performance among small and medium-sized enterprises (SMEs) in Bali Island’s tour and travel sector. We seek to understand how sustainability-oriented innovation contributes to enhancing SME competitiveness and long-term performance. A quantitative approach was adopted, using structured survey data from 387 tour and travel business owners registered with the Bali Provincial Tourism Office. Structural Equation Modeling (SEM) was employed to assess both the direct effects of the marketing mix on business performance and the indirect effects mediated by green service innovation. The findings indicate that the marketing mix does not directly influence green service innovation or business performance. However, green service innovation significantly enhances business performance, confirming its mediating role. This suggests that traditional marketing strategies are insufficient unless aligned with sustainability-driven innovation. Green service innovation acts as a strategic resource that strengthens business performance in tourism SMEs. We provide theoretical and practical insights into how integrating sustainability into marketing and operational strategies can enhance SMEs’ competitiveness and support sustainable tourism development. Full article

The European Charter for Wine Tourism (2005) promotes the sustainable development of tourism activities associated with viticulture. The document identifies the active role that wine-growing territories must play in the conservation, management, and valorization of their resources. This study aims to understand the degree of linkage that this Charter establishes with initiatives for the heritage of wine culture, specifically focusing on wine museums in Spain. It examines how these museums contribute to defining a tourism development program, constructing a common strategic vision, and encouraging cooperation between the social and economic agents involved in the territory. As case studies, the Vivanco Museum of Wine Culture (La Rioja), considered by World Tourism Organization (UNWTO) as the best in the world, and the Valdepeñas Wine Museum (Castilla-La Mancha), an example of rehabilitation and musealization in the region with the highest concentration of vineyards in the world, have been chosen. The results show that both museums exemplify management, development, and cooperation in their respective territories, aligning with the theoretical assumptions established in the Charter. Full article

Workplace bullying is a widespread yet rarely recognized stressor that impairs employee productivity and organizational harmony. It requires attention in the hospitality industry, where a high volume of interpersonal interactions occurs. It is essential to address employees’ overall outlook and attitudes toward hardships resulting from stressful work environments. This study examined workplace bullying by highlighting the role of psychological capital in employees’ responses to hostile work environments. The relationships among employee voice, perceived organizational support, organizational commitment, and intention to stay were further elaborated based on a conceptual model. An online survey was distributed to hotel employees, and the results were analyzed using structural equation modeling. The indirect effects of psychological capital on perceived organizational support and organizational commitment were stronger than those of workplace bullying. The results demonstrate that employees with higher psychological capital have more proactive response tendencies to workplace bullying. Full article

The field of tourism economics has consistently attracted big attention from scholars across various countries. Tourism is inherently linked to economic aspects. Concurrently, Indonesia has relocated its Ibu Kota Negara/National Capital City, now named “IKN”, from Jakarta to East Kalimantan. In addition to extensive public infrastructure development, the Indonesian government is also working to revitalize the tourism sector in IKN. To assess the economic feasibility of this sector, an in-depth study is necessary. This research aims to examine labor absorption, tourist visits, and economic growth as indicators of successful tourism economic performance. It also analyzes the variables that influence these indicators, including (1) wages, (2) occupancy rates, (3) room rates, (4) food and beverage facilities, (5) inflation, (6) hotel and lodging taxes, (7) restaurant and eating-house taxes, and (8) investment. The regression testing method employs Ordinary Least Squares (OLS). According to the data analyzed from 2013 to 2024, the authors identified three main points: First, tourist visits and inflation have positive and significant impacts on labor absorption. Second, labor absorption, wages, occupancy rates, economic growth, and investment positively and significantly influence tourist visits. Third, tourist visits, room rates, food and beverage facilities, and inflation have positive and significant effects on economic growth. The implications of this research can be enlightening for regulators and future initiatives. This is particularly important for guiding further empirical investigations and policy planning aimed at accelerating economic development in the tourism sector. Full article

Although open innovation is not novel within the business sector, it has recently garnered increasing scholarly interest. However, empirical investigations applying this concept to the tourism industry remain scarce. Despite tourism being one of the most significant contributors to the global economy, it continues to face persistent challenges, including political standpoints. Within this context, implementing open innovation emerges as a potentially transformative strategy. This study examines the application of open innovation to the tourism industry. Drawing upon a detailed analysis of 35 peer-reviewed articles retrieved from the Scopus database, the study adopts the PRISMA methodology to ensure methodological rigor and transparency. Articles were retrieved using a predefined search string: “Open innovation” AND “tourism industry” OR “tourism” OR “hospitality” OR “hotels” OR “leisure”. The selection process followed the PRISMA guidelines and included only peer-reviewed journal articles in English within Business and Economics. The findings reveal that open innovation enables stakeholder collaboration, supports service and experience co-creation, and facilitates digital and organizational transformation across diverse tourism contexts. The analysis shows that recent contributions in this field tend to converge around four key thematic areas: the role of open innovation in enhancing destination branding and experiential value; the importance of stakeholder collaboration and co-creation; the internal dynamics of employee empowerment and innovation culture within tourism firms; and the strategic use of digital technologies to drive transformation and resilience in the face of industry challenges. Full article

Tourist behavior is evolving rapidly, and local restaurants must develop strategies to capture the attention of these changing tourists. This study, conducted in Thailand, investigates the relationships between perceived authenticity, consumer self-expansion, tourists’ preference for local restaurants, positive word-of-mouth (WOM), and intention to visit local eateries. It also examines whether self-expansion mediates the relationship between perceived authenticity and restaurant preference. Data were collected from 497 tourists through self-administered questionnaires distributed on-site and analyzed using structural equation modeling (SEM). The results show that perceived authenticity has a significant positive effect on consumer self-expansion (β = 0.902), which, in turn, strongly predicts preference for local restaurants (β = 0.870). Preference also significantly influences both positive WOM (β = 0.976) and visit intention (β = 0.949). Notably, perceived authenticity does not directly affect restaurant preference, indicating a partial mediation effect through self-expansion. These findings highlight the critical role of self-expansion in enhancing the influence of perceived authenticity on tourist behavior, offering practical insights for hospitality marketers aiming to promote local dining experiences. Full article

Work–family conflict (WFC) is a common issue faced by employees balancing work and family roles, but research exploring individual strategies to reduce its negative effects has been limited. Leaders’ positive humor is a mutually (leader–subordinates) amusing communication tool in the workplace. It has been shown to enhance peer relationships (coworker socializing (CWS)) and may serve as an effective coping mechanism that mitigates the adverse effects of workplace stress (work–family conflict). This study strives to examine the relationship between leaders’ positive humor (LPH) and work–family conflict (WFC), with coworker socializing (CWS) mediating this relationship and sensitivity to favorable interpersonal treatment (SFIT) moderating the relationship between leaders’ positive humor and coworker socializing in the tourism and hospitality industry. The research addresses a significant gap in previous studies by investigating these variables together. A total of 387 valid questionnaires were collected from employees of five-star hotels and tourism organizations in Egypt. This study employed PLS-SEM to analyze the data. The results showed that leaders’ positive humor negatively impacts work–family conflict, positively influences coworker socializing and that coworker socializing negatively affects work–family conflict. Additionally, coworker socializing mediated the association between leaders’ positive humor and work–family conflict, and sensitivity to favorable interpersonal treatment moderated the relationship between leaders’ positive humor and coworker socializing. This study provides theoretical and practical insights by validating the proposed model based on the Stimulus–Organism–Response (S-O-R) framework and the Conservation of Resources (COR) theory. Regarding practical implications, the study recommends leadership training on the effective use of humor to foster follower socialization and promote work–family balance. Full article

In today’s hyperconnected world, disaster announcements—regardless of actual impact—can significantly shape consumer behaviour and brand perception in the hospitality sector. This study investigates how customers respond online to disaster-related signals, focusing on digital marketing activities by luxury hotels in Santorini, Greece. Drawing on a case study of the Santorini Earthquake in February 2025—during which the Greek government declared a state of emergency—we use big data analytics, including web traffic metrics, social media interaction and fuzzy cognitive mapping, to analyse behavioural shifts across platforms. The findings indicate that disaster signals trigger increased engagement, altered sentiment and changes in advertising efficiency. This study provides actionable recommendations for tourism destinations and hospitality brands on how to adapt digital strategies during crisis periods. Full article

Cultural heritage plays a critical role in sustaining community identity, particularly in the face of global economic and cultural shifts. This study explores models of heritage management, focusing on community-based tourism (CBT) as a vehicle for sustainable development. Using qualitative interviews with Lithuanian community representatives and a comparative analysis of global frameworks such as the AHC, ANZECC, and EU models, the paper highlights the importance of community engagement, grassroots initiatives, and collaborative governance. Findings reveal that while community-driven efforts can preserve cultural heritage and stimulate local economies, challenges such as limited funding, regulatory barriers, and stakeholder conflicts persist. Recommendations include formalizing organizational structures, leveraging international best practices, and fostering stronger community–government partnerships to balance cultural preservation and economic benefits. Full article

Rural tourism is growing as travelers seek authentic experiences with local traditions, culture, and heritage. This form of tourism plays a key role in the sustainable development of rural areas by effectively utilizing rural resources. To ensure its continued success, best practices must be adopted to enhance the visitor experience while ensuring long-term viability. Research on rural tourism in the villages of Sremski Karlovci, Irig, and Vrdnik in Fruška Gora (Serbia) and Pienza, Montalcino, and San Gimignano in Tuscany (Italy), involving 357 tourists, identified four key factors influencing their experiences: ‘Organic Heritage’, ‘Authentic Comfort’, ‘Authentic Flavors’, and ‘Warm Farmstead’. These factors show that the motivations driving tourists to rural destinations and village accommodations are universal. However, Tuscan villages attract more tourists due to their superior infrastructure, diversified offerings, and strong international promotion, attracting wealthier tourists who tend to stay longer and spend more. Stakeholder research (58 participants) confirmed that Fruška Gora must improve infrastructure, diversify experiences, and strengthen promotional efforts to enhance sustainability and competitiveness. These changes are essential for the long-term success of rural tourism businesses in the future. Full article

The growing importance of customer experience management (CEM) in the tourism sector has led to a proliferation of research interests in satisfaction enhancement, loyalty, and value co-creation. This study proposes a systematic and exhaustive thematic and bibliometric analysis of 3874 articles on CEM in the tourism industry published in the Scopus database between 1979 and 2024. Following the guidelines of the PRISMA protocol, the study uses Bibliometrix (version 4.4.1) in R and VOSviewer (version 1.6.20) to map publication trends, author networks, thematic and chronological evolution, and influential contributions. A qualitative content analysis of the most cited works, guided by grounded theory, revealed the main antecedents, consequences, mediators, and moderators of customer experience management. This analysis is embodied in the proposal of a conceptual model that illustrates the dynamic relationship between these elements and provides the basis for future research for theoretical enrichment and empirical validation. The results offer actionable insights for academics and industry practitioners alike, with the aim of promoting authentic and memorable tourism experiences. Full article

We propose Phase-Adaptive Federated Learning (PAFL), a novel framework for privacy-preserving personalized travel itinerary generation that dynamically balances privacy and utility through a phase-dependent aggregation mechanism inspired by phase-change materials. (1) PAFL’s primary objective is to dynamically optimize the privacy–utility trade-off in federated travel recommendation systems through phase-adaptive anonymization. The phase parameter φ ∈ [0, 1] operates as a tunable control variable that continuously adjusts the latent space geometry between differentially private (φ→1) and utility-optimized (φ→0) representations via a thermodynamic-inspired transformation. Conventional federated learning approaches often rely on static privacy-preserving techniques, which either degrade recommendation quality or inadequately protect sensitive user data; PAFL addresses this limitation through three key innovations: a latent-space phase transformer, a differential privacy-gradient inverter with mathematically provable reconstruction bounds (εt ≤ 1.0), and a lightweight sequential transformer. (2) PAFL’s core innovation lies in its phase-adaptive mechanism that dynamically balances privacy preservation through differential privacy and utility maintenance via gradient inversion, governed by the tunable phase parameter φ. Experimental results demonstrate statistically significant improvements, with 18.7% higher HR@10 (p < 0.01) and 62% lower membership inference risk compared to state-of-the-art methods, while maintaining εtotal < 2.3 over 100 training rounds. The framework advances federated learning for sensitive recommendation tasks by establishing a new paradigm for adaptive privacy–utility optimization. Full article

The north of Portugal and Porto, a city recognised as a World Heritage Site, stand out for their rich historical trajectory, fostering a continuous increase in tourists over the past decade. This distinction has played a crucial role in acknowledging cultural and landscape heritage while promoting a heightened flow of visitors to the region. Portuguese gastronomy is a key factor in the growth of this tourism industry. It is a living tradition passed down through generations, deeply rooted in regional history and practices, where the residents play a vital role as custodians of these customs and traditions. The primary aim of this article is to analyse residents’ perceptions from the North of Portugal regarding the recognition of gastronomy as a cultural heritage and its role as a tool for tourism development. To achieve this aim, structured questionnaires were distributed to residents using an approach in popular urban tourism areas of Porto between May and October 2022, resulting in 262 valid responses. The findings reveal that participants consider it essential to preserve traditional dishes and ensure their transmission across generations. Regarding tourism, most respondents concur that it positively contributes to the preservation of traditional gastronomy, valuing it as an integral part of cultural heritage. Full article

Economic transformations in emerging countries have resulted in an increase in the volume of international travellers from diverse geographical regions. In the tourism sector, service providers must possess cultural competencies that foster a flexible and appropriate attitude, which in turn affects the perception of service. The present study aims to shed light on the motivational factors and cultural behaviours that influence intercultural empathy among staff working in the tourism sector in Quintana Roo. To this end, a comprehensive literature review has been conducted, during which the variables have been validated, and a quantitative study has been undertaken, employing multivariate analysis through a Multiple Correspondence Analysis and inferential statistics with an Ordinal Logistic Regression. The findings of this study demonstrate a positive correlation between motivation and cultural behaviour, which is contingent on experience and age, and its impact on empathy in understanding and meeting the diverse needs of tourists. Cultural motivation is defined as the interest in learning and interacting in multicultural situations, and its impact on behaviour is reflected in appropriate personal management for effective cultural interactions. The probabilities estimated by ordinal logistic regression models of consistently or predominantly exhibiting intercultural empathy increase with age and experience for the most significant variables obtained by the Multiple Correspondence Analysis. Full article

Gastronomic event tourism is an emerging phenomenon that attracts an increasing number of tourists seeking a memorable gastronomic experience based on its cultural uniqueness, highlighting the need to understand the behavior of this tourism demand. This study proposes a model to determine the importance of food tourism events in developing the cultural identity of tourist destinations by analyzing the tourist experience concerning their motivation, satisfaction, and loyalty, understood as variables of sustainable tourism behavior. The hypotheses in the model have been tested using non-linear structural equations modeling (SEM), estimated with data from the Resident Tourism Survey of the National Statistics Institute (NSI), on domestic demand for value-added gastronomic tourism in Spain. The data analyzed covers the period from January 2019 to December 2022 (n = 3483). The results show a significant relationship between the variables influencing overall tourist satisfaction with gastronomic events and tourist loyalty. This research provides knowledge on the behavior of gastronomically motivated tourists with practical implications for destinations, aimed at improving decision-making in the definition of tourism strategies, focusing on the preservation and enhancement of their gastronomic offer as a cultural identity through the offer of food events. 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

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 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

The study investigates how information asymmetry affects customer satisfaction in the tourism industry by examining trust and perceived value as mediating factors. The research implements an integrated model to test and prove information asymmetry’s direct and mediating effects on customer satisfaction by examining the literature gap. The research used a quantitative approach based on opinion polls distributed to 408 customers of hotels, tourism companies, and travel agencies who were in Egypt. SmartPLS 3 software implemented the data analysis process using partial least squares structural equation modeling (PLS-SEM). Previous studies have developed scales to measure information asymmetry and its related constructs, including customer trust, perceived value, and customer satisfaction. Multiple tests showed that the measurement tools possess both reliability and validity. Results strongly support all hypotheses: information asymmetry demonstrated significant direct negative effects on customer satisfaction (β = −0.187), trust (β = −0.520), and perceived value (β = −0.453). Conversely, customer satisfaction received significant positive direct effects from both trust (β = 0.273) and perceived value (β = 0.263). Importantly, trust (indirect effect β = −0.142) and perceived value (indirect effect β = −0.119) acted as powerful mediators, confirming that information asymmetry diminishes satisfaction largely by eroding these crucial factors. Crucially, the results demonstrate that the negative impact of information asymmetry on customer satisfaction is significantly mediated jointly through two parallel pathways: the erosion of customer trust and the impairment of perceived value. The research adds theoretical support to information asymmetry theory with its findings while also extending trust theory, perceived value theory, and expectancy disconfirmation theory in the field of e-commerce. E-commerce entities must establish clear communication to gain customer trust and create perceived value that helps compensate for information asymmetry to create enhanced customer loyalty and superior market position. Full article

This article analyzes the application of artificial intelligence in the tourism sector in Lithuania, Latvia, and Sweden. This paper aims (1) to identify the benefits of AI-based digital tools for the operations of tourism organizations, and (2) to identify the challenges in using AI-based digital tools in tourism organizations. An analysis of scientific literature has been carried out and the primary data have been obtained from 17 semi-structured interviews conducted in tourism enterprises of three countries. The survey sampling method used is criterion sampling. The data were analyzed using qualitative content analysis, applying a conventional approach to content analysis using an inductive coding process. The main benefits of AI-based digital tools for tourism organization activities are personalization of services, automation and increased operational efficiency of tourism organization activities, etc. Tourism organizations implementing or already using artificial intelligence in their activities are usually faced with the challenge of ensuring data privacy and security, the high costs of implementing artificial intelligence systems, etc. Full article

This study examined the trends and key themes of artificial intelligence in the field of tourism and hospitality research. On 5 March 2025, a search was performed using “artificial intelligence” and related terms in the “Title, Abstract, and Keywords”, focusing on tourism and hospitality journals indexed in Scopus. The identified documents were subjected to performance analysis and science mapping techniques. The search yielded 921 documents, comprising 882 articles and 39 reviews. The number of documents increased from 3 in 1987 to 277 in 2024. R. Law from the University of Macau was the most prolific author, while the Hong Kong Polytechnic University recorded the highest publication count. Chinese researchers produced the most documents, totaling 262 articles and reviews. A keyword co-occurrence analysis revealed four key themes: “machine learning and sentiment analysis of online reviews”, “adoption of AI including robots and ChatGPT in the hospitality industry”, “artificial neural networks for tourism management and demand analysis”, and “random forest models in travel”. Additionally, the study noted a shift in research focus from tourism demand forecasting and sentiment analysis to using service bots and applying artificial intelligence to enhance service quality, with a recent emphasis on generative AI tools like ChatGPT. Full article

This study analyses social media networks in tourism using graphs focusing on user influence, hashtag patterns, and engagement. This study aims to reveal the structural function of core users, development of hashtags, and interaction patterns that construct tourism discourses. Using NodeXL 2024 for social network visualization and clustering analysis, this study measures centrality, modularity, and geodesic distances for influential user detection, topical dissemination, and engagement pattern identification. The results uncover bridging nodes between different communities, the proliferation of thematic hashtags related to sustainability and cultural heritage, and the role of emotional and visual storytelling in the use of engagement patterns. The theoretical implications also progress SNA application in tourism studies by illuminating aspects of how online discourses coalesce and the effect of SNA on access. In practical terms, this study indicates that destination marketers must consider leveraging key influencers, using strategic types of hashtags, and by monitoring engagement at key times to maximize effective destination marketing and to enhance crisis communication. These contributions notwithstanding, limitations involve the omission of sentiment analysis and the necessity for longitudinal data. By exploring new emerging platforms like TikTok and Instagram, researchers can begin to understand the more relevant trends of digital engagement. The present research offers a data-driven approach for facilitating the significance of integrating social media strategies with network externalities for tourism operators. Full article

This paper aims to analyze the influence of digital marketing in Kosovo’s tourism industry from three key perspectives: consumers, businesses, and industry experts (IEs). The research explores how digital marketing influences the identification of tourist destinations, the promotion of tourism businesses, and sustainable tourism development. The study used semi-structured interviews to collect primary data from twenty-five participants, selected through non-probability and purposive heterogeneous sampling techniques. The data were analyzed qualitatively using a thematic analysis approach, encompassing a multi-step coding process involving data categorization, reduction, and display techniques. The findings reveal that digital marketing significantly impacts Kosovo’s tourism industry. A qualitative analysis of the interviews confirms that digital media is crucial for consumers in identifying tourist destinations. Tourism businesses utilize digital marketing channels to advertise destinations, while IEs recognize digital marketing’s pivotal role in fostering tourism sustainable growth. This study sheds light on how digital marketing not only supports the promotion and identification of tourist destinations but also contributes to long-term tourism development. The study offers practical implications, providing valuable insights for tourists seeking destination information, for businesses in enhancing digital engagement with tourists, and for policymakers aiming to develop targeted, sustainable tourism strategies that leverage digital marketing trends. Full article

Guided by the situational crisis communication theory (SCCT), this study explores how a destination marketing organization (DMO) managed crisis communication during a prolonged low-responsibility crisis. It analyzes the production process of crisis communication, the crisis communication content shared on Facebook to protect the destination’s image during COVID-19, and evaluates which crisis response strategies led to higher audience engagement. This study used a single instrumental case study with an exploratory sequential approach. A semi-structured interview was conducted with Visit Portugal’s Communication and Digital Marketing Director. Then, Facebook content from Visit Portugal, posted between 1 January 2020 and 5 May 2023, was collected and analyzed. By analyzing the DMO’s crisis communication workflow, decision-making processes, and content shared on social media, it was found that secondary response strategies effectively safeguarded and improved the destination’s image, leading to higher audience engagement. This study provides DMOs with valuable insights into the development of effective crisis communication strategies when navigating low-responsibility crises. Full article

This study investigates the attitudes of local communities in Western Serbia toward tourism development, with a focus on the potential for implementing community-based tourism (CBT) as a sustainable model. CBT emphasizes local community involvement in tourism planning and benefits, fostering inclusivity and enhancing socio-economic well-being. By surveying 845 residents in Western Serbia, this research examines their perceptions of tourism’s social, environmental, and economic impacts, as well as their level of support for tourism growth and their sense of attachment to the community. Using statistical methods such as correlation, regression, and descriptive analysis with SPSS 23, this study identifies positive correlations between residents’ attitudes, support for tourism, and attachment to their communities. The findings reveal that local residents generally view tourism growth favorably, with a strong preference for economic benefits over social and environmental ones. Furthermore, community attachment plays a significant role in motivating residents to support future tourism initiatives. These insights suggest that aligning tourism development strategies with the residents’ priorities, particularly economic benefits and community attachment, is essential for promoting sustainable and harmonious tourism growth in Western Serbia. The research highlights the potential of CBT in fostering long-term socio-economic benefits for local communities while minimizing adverse impacts. Full article

Emotional contagion is a common phenomenon among hotel employees, creating an environment of shared emotions that can influence work-related outcomes such as job performance, job satisfaction, and psychological well-being. However, strategies to mitigate or regulate its effects in hotels remain underexplored. This quantitative study used the PLS-SEM data analysis approach to examine the influence of emotional contagion on these outcomes and explores how psychological resilience and leader–member exchange (LMX) can moderate its impact. Specifically, this study examines (1) the direct influence of emotional contagion on job satisfaction, job performance, and psychological well-being; (2) the mediating role of psychological well-being in the links between emotional contagion and both job performance and job satisfaction; and (3) the moderating roles of LMX and psychological resilience on the relationships between emotional contagion, psychological well-being, job satisfaction, and job performance. Drawing upon social and emotional resource theories, this study employs a quantitative approach and uses a structured questionnaire survey administered among frontline employees in hotels in Egypt. Based on the valid responses of 792 participants, the study employed the PLS-SEM data analysis method using Smart PLS 4.0. The findings reveal that emotional contagion significantly directly impacts workplace outcomes and through psychological well-being. Furthermore, high-quality LMX and greater psychological resilience buffer the negative effects of emotional contagion, underscoring their critical roles in the workplace. The study contributes to the organizational behavior literature by highlighting the interplay between emotional and psychological factors in shaping employee performance and satisfaction. Full article

This study explores the influence of social media on tourists’ decision-making processes, focusing on Cape Verde as an emerging tourist destination. The aim is to understand how social media platforms shape tourists’ perceptions and choices and how demographic factors like age and education affect the selection of information sources. A survey was conducted with 259 individuals intending to visit Cape Verde, employing a non-probability convenience sampling method. Data were analysed using chi-square tests to examine associations between age groups, education levels, and the use of social media and information sources. The results reveal significant associations between age and social media platform preference, with older tourists (44–79 years) favouring Facebook and younger tourists (18–29 years) preferring Instagram and TikTok. Additionally, education level influences the choice of information sources; higher-educated individuals are more likely to use social media and conduct independent research, while those with lower education levels tend to rely more on travel agencies and tourism fairs. These findings highlight the importance of tailored marketing strategies that account for demographic differences, offering practical insights for destination marketing organizations (DMOs) to better engage with diverse tourist segments. Full article

The research of revenue management (RM) practices is widespread in the accommodation sector, but not in the restaurant industry. This study aims to ascertain which RM practices are the most used in the restaurant industry, organizing them by clusters, identifying those that imply profit maximization and describing the challenges of their implementation. Mixed methods were used as the methodology through a systematic literature review, which was submitted to a brief descriptive analysis and content analysis. Data were retrieved from the Scopus database, and, using the PRISMA diagram, 70 papers were collected for comprehensive analysis of their content. The results of the studies identified five main areas of RM and 21 practices, some specific to the restaurant industry, with reservations and meal duration management being the most used practices. Reservations have been implemented in many restaurants but are not a reality for all of them. A well-managed meal duration increases restaurant capacity. Furthermore, customer satisfaction implies the success of all other practices since customers must understand and accept the RM practices for their success. As a theoretical implication, this study contributes to the development of research into the RM practices of restaurants, and as practical implications, restaurant managers should implement the following practices: meal duration management, indicators, and table mix. This study contributes to future research, such as analyzing the relationship between sustainability and RM, applying RM to the beverages department, and including RM in consumer behavior in the context of future crises. Full article