Reimagining Tourism Marketing and Destination Planning in a Changing World

We propose an Energy Index to assess how destinations influence visitor well-being by integrating objective environmental conditions, management practices, cultural–spiritual significance and reported emotional experience. Methodologically, the framework of the index builds on a composite-indicator approach that integrates heterogeneous data types–quantitative environmental variables (e.g., air quality, noise, geomineral resources), qualitative assessments of governance and tourism infrastructure, heritage and symbolism indicators, and survey-based/AI-assisted sentiment measures. Indicators are normalized and weighted to produce a composite score. Sensitivity checks are applied to assess the robustness of indicator selection. The model adopts a formative, partially compensable logic that preserves conceptual differentiation across components. Applied to Petrich (Bulgaria)—including locations such as Rupite and the Belasitsa area—the index demonstrates how geothermal assets, environmental quality, and cultural meaning can be translated into actionable metrics for destination management and branding. The approach offers a scalable tool for wellness destinations seeking evidence-based positioning and capacity management. Full article

Croatia’s tourism market is highly exposed to digital platforms and peer-to-peer information flows, yet evidence on how Croatian users differentiate between promotional formats (digital channels, agency websites, traditional media and word-of-mouth) remains fragmented and rarely translated into actionable priorities. This study aims to identify the underlying dimensions of perceived promotional influence and to prioritize promotional formats for destination choice in Croatia by integrating PCA and the Analytic Hierarchy Process (AHP). An online survey (N = 299) was used to extract promotional dimensions via PCA and to test group differences by gender, age and primary information source, while AHP translated expert judgments into a comparative priority structure. Results consistently indicate that word-of-mouth is the most persuasive driver of destination choice, but its perceived importance varies significantly across demographic segments and information-source profiles. Younger respondents place greater emphasis on digital channels (especially social media and travel agency websites), whereas older respondents show higher reliance on traditional formats. The combined PCA–AHP approach provides a structured bridge between user perceptions and managerial prioritization, offering segment-specific guidance for more efficient allocation of promotional resources in Croatian destination marketing. Full article

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

Understanding destination image perceptions is critical for tourism destinations seeking to maintain competitive advantage and foster visitor loyalty. While the traditional literature suggests that first-time and repeat visitors differ significantly in their cognitive and affective destination image perceptions due to experiential differences, emerging evidence from destinations with established branding challenges these conventional assumptions. Thailand, as a globally prominent destination with sustained branding initiatives since 1998, provides an ideal context for examining whether visitor experience moderates destination image formation and loyalty outcomes. This study investigates differences in cognitive and affective destination image perceptions and destination loyalty between first-time and repeat international travellers to Thailand, applying the cognitive–affective–behavioural (CAB) model to examine how these constructs influence revisit and recommendation intentions across visitor segments. Data were collected from 392 international tourists visiting three major southern coastal destinations in Thailand (Phuket, Krabi, and Phang-Nga) through face-to-face surveys using purposive sampling. The sample comprised 185 first-time travellers and 207 repeat visitors. Partial least squares structural equation modeling (PLS-SEM) with multigroup analysis was employed to examine structural relationships and test for significant differences between visitor cohorts using parametric, Welch–Satterthwaite, and permutations tests. Contrary to theoretical expectations, multigroup analysis revealed no statistically significant differences between first-time and repeat travellers across all examined pathways (all permutation p-values > 0.05). Both groups demonstrated equivalent perceptions regarding how cognitive image influences affective image, and how these dimensions affect revisit and recommendation intentions. Affective image emerged as the dominant predictor of destination loyalty for both segments, while cognitive image primarily served as an enabler of emotional responses. These findings challenge traditional assumptions about experiential differences between visitor types suggesting that mature destinations with consistent long-term branding may achieve perceptual uniformity that transcends direct experience. Destination marketing organizations should implement unified rather than segmented strategies, prioritizing emotional engagement mechanisms over rational attribute promotion to cultivate destination loyalty across all visitor segments. However, these findings are specific to coastal leisure destination and may not fully generalize to other destination types. Full article

Fun plays a pivotal role in unlocking positive outcomes. Tourists can fall head over heels for a destination or lose interest as they immerse themselves in their journey. This study examined the mediating role of fun in the relationship between service excellence and place love and further investigated how expectation congruence moderates this effect. Our findings reveal that service excellence exerts significant influences on all dimensions of fun. Moreover, the four dimensions of fun—social vigor, emotional spark, psychological zest, and flow–significantly affect place love. Additionally, expectation congruence significantly moderates the effect of service excellence on flow and emotional spark. 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