Search Results (43)

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

The Mediterranean Diet (MD), recognized for its significant health benefits and cultural value, has been inscribed by UNESCO as an Intangible Cultural Heritage of Humanity. This study explores the knowledge and adherence to the MD among undergraduate tourism students in the Mediterranean region of the Balkans, specifically in Slovenia, Croatia, and Montenegro. A total of 581 students completed a self-administered questionnaire assessing MD knowledge, and the KIDMED scale was used to evaluate adherence. The results revealed an average level of MD knowledge overall, with Slovenian students achieving the highest scores. By contrast, adherence was highest among Montenegrin students, who nevertheless scored the lowest in knowledge. No significant correlation was found between MD knowledge and adherence, suggesting that factors beyond formal education contribute to dietary behavior. Further analysis showed that academic performance and tourism-related work experience were associated with higher knowledge but not with adherence. Conversely, reliance on informal sources—such as family, friends, and cookbooks—was positively associated with adherence levels. These findings highlight the important role of informal learning in shaping students’ dietary practices. Given the potential influence of tourism students on the promotion of sustainable food practices, it is essential to integrate diverse educational approaches that bridge the gap between knowledge and actual adherence to the principles of the MD. 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

This study explores the role of Allium ursinum L. in shaping authentic gastronomic experiences and its influence on tourists’ perceptions and revisit intentions in rural destinations. Allium ursinum was selected due to its cultural symbolism, seasonal availability, and traditional culinary use, particularly in Serbia. The study applies the SOR (Stimulus–Organism–Response) model to investigate how cognitive and affective responses elicited by interactions with this plant shape tourist behavior. A structured questionnaire was administered to 336 tourists who had consumed food containing Allium ursinum in ten rural destinations across the Republic of Serbia. The findings emphasize the importance of cognitive responses, such as authenticity perception, knowledge acquisition, and cultural understanding, which in turn influence affective responses, including enjoyment, emotional involvement, and flow state. While positive emotions enhance attachment to local food and revisit intention, the subjective nature of these assessments calls for caution when generalizing. The study contributes to the literature by identifying sensory and emotional mechanisms that link local food ingredients with tourist loyalty. This is the first study to empirically test the SOR model using a local plant ingredient in a rural tourism context. Full article

Rural areas are increasingly popular tourist destinations, contributing to socioeconomic development while also posing sustainability challenges. Recent research emphasizes that the sustainability of tourist destinations largely depends on the types of visitors they attract. This study aims to conduct a segmentation analysis of tourists’ motivations and behaviors in Chinese rural tourism to gain market insights and guide destination demand management with a focus on sustainable development. Survey data were collected from 517 tourists in northern China using a self-administered questionnaire. The results identify four key tourist groups: urbanists, food and architecture enthusiasts, history lovers, and multiple experience seekers. Cluster analysis reveals that while most tourists prioritize leisure and entertainment, history lovers demonstrate a stronger interest in rural and agricultural experiences, positioning them as crucial to promoting sustainable tourism. In contrast, urbanists and food and architecture enthusiasts, though contributing economically, engage less with agricultural and environmental aspects, raising concerns about mass tourism and the erosion of rural authenticity. This research contributes to the expanding literature on rural tourism in China, providing insights into market segmentation as a tool for fostering sustainable development. It also offers practical implications for policymakers and destination managers to better align tourism strategies with sustainability objectives. Full article

The transformation of traditional food markets into urban tourism destinations has garnered increasing attention, yet the mechanisms driving tourist motivations remain underexplored. This study addresses this gap by proposing a host–guest sharing model grounded in the Theory of Self-Regulation (TSR). Employing a mixed-methods approach, we first conducted grounded theory analysis on 358,700 words of travelogues, identifying six TSR-based constructs: host–guest sharing, sense of place, behavior attitude, desire, subjective norms, and behavioral intention. These constructs were then validated through structural equation modeling (SEM) using survey data from 416 tourists. Results indicate that host–guest sharing (β = 0.925) and sense of place (β = 0.947) are the primary drivers of tourist intention, mediated by behavior attitude (β = 0.662) and desire (β = 0.861). Subjective norms (β = 0.724) further reinforce intention formation. The findings highlight the centrality of authentic cultural experiences and resident–tourist interactions in shaping food market tourism. This research extends the TSR framework by integrating geographical and psychological perspectives and offering actionable insights for urban planners to enhance food markets as sustainable tourism attractions through improved service quality, cultural storytelling, and equitable space design. Full article

Background/Objectives: The growing concern about the environmental impacts of consumption has led to the emergence of so-called “eco-guilt”—a psychological construct reflecting the guilt felt by individuals about the environmental consequences of their choices, which plays a prominent role among the factors influencing pro-environmental behavior. Although eco-guilt has already emerged in other service sectors, such as tourism, and general scales exist to measure it, no such scale exists in the context of food consumption. The aim of this research is to develop and validate a scale to measure eco-guilt related to food consumption. Methods: To create the scale in an objective way, we used the Sustainable Development Goals as a framework. Data were collected from university students; a questionnaire was completed online by 367 respondents. The responses were analyzed from several different perspectives, using multiple methods following the principle of triangulation. For the data analysis, the Psych and Mokken packages of R software (version 4.4.0) were used. Results: The constructed scale was based on 13 items. An overview of the reliability of the scale was provided using various indicators (e.g., Cronbach’s α = 0.86, ω_h = 0.63, ω_{H asymptotic} = 0.71, and ω_t = 0.89). Based on the analyses, we proposed a reduced form with nine items for the measurement of food-related eco-guilt. Conclusions: The results of this research provide a scale to help understand what motivates consumers to make more sustainable consumption choices. Moreover, the scale is relevant to future research focused on understanding how guilt influences future food choices. Full article

Ethnocentric attitudes and beliefs are defined as prejudice against those who do not belong to one’s own community and are based on the understanding of considering one’s own nation to be superior. When the concept is interpreted from a tourism perspective, the conformity of the experiences with the norms of society can be described as the ensemble of attitudes and behaviors aimed at glorifying future domestic tourism welfare. When the destination experiences are evaluated, food constitutes the largest experience area within the tourism market. Besides transferring recipes and flavor elements to individuals, food also conveys the culture, beliefs, and value judgments of a society to future generations. Based on this point, the relationships between tourism ethnocentrism, destination advocacy, local food motivation, and destination food image were investigated in this study. In the scope of the study, a survey was conducted on people who visited the Gaziantep region and had a dining experience. Structural equation modeling was utilized in line with the study model. According to the findings of the study, local food motivation has a positive and significant effect on destination food image and tourism ethnocentrism, and tourism ethnocentrism positively and significantly affects destination food image and destination advocacy. Moreover, destination food image has a positive and significant effect on destination advocacy. Full article

Unstable farm income and the desire to diversify revenue sources have increased the significance of agritourism as an alternative economic opportunity for farmers and ranchers. Agritourism integrates the top economic drivers—agriculture and tourism—and has been identified as a highly effective complementary business for farmers to generate additional income and mitigate the financial uncertainties associated with traditional farming enterprises. Visitors’ satisfaction is critical for operating a successful agritourism business, as it influences destination choice, consumption of products and services, and the decision to return. This study examined the relationship between agritourism visitors’ intrinsic motivation, environmental behavior, satisfaction, and intentions to revisit and recommend. With a total of 615 survey responses, the study reveals a significant relationship between agritourism visitors’ intrinsic motivation, environmental behavior, and satisfaction related to destination, risk, and food attributes. Furthermore, visitors’ overall satisfaction with these three attributes significantly influences their intentions to revisit and recommend the destination. The findings of this study will enable agritourism operators and policymakers to formulate appropriate policies for the sustainable development of this sector. Future promotional and educational tools could be developed based on these findings. Full article

The Mediterranean Sea is a hotspot for the introduction of non-indigenous species. Among them, invasive alien species can seriously affect the areas they colonize, not only by altering the marine food webs and community structure, but also by harming certain economic activities, such as fishing, tourism, aquaculture and marine infrastructure. Rugulopteryx okamurae is a brown macroalga considered the fourth most harmful species among the 10 most invasive species reported in the Mediterranean; in fact, it has recently been included in the list of invasive alien species of Union concern due to its serious impact on biodiversity and socioeconomic implications. This species was reported for the first time in the Mediterranean in 2002 in Thau Lagoon (France), introduced by the aquaculture of the Japanese oyster Magallana gigas. Since then, this species has spread in both the Mediterranean and Atlantic Ocean with a strong invasive behavior, particularly along the Strait of Gibraltar. Rugulopteryx okamurae was also recently reported for the first time in Italian waters, in the Gulf of Palermo (Sicily). In this study, we report a record of this species further to the east, in the Ionian Sea, where it has not previously been recorded, and provide possible explanations of the spreading and arrival routes in this area. The rapid expansion of R. okamurae is raising concerns; thus, in order to safeguard native communities, it is crucial to keep monitoring this invasive species so that it is possible to regularly update its distribution and follow up on its spread dynamics in the Mediterranean basin. Full article

The increasing overlap of resources between human and long-tailed macaque (Macaca fascicularis) (LTM) populations have escalated human–primate conflict. In Malaysia, LTMs are labeled as a ‘pest’ species due to the macaques’ opportunistic nature. This study investigates the activity budget of LTMs in an urban tourism site and how human activities influence it. Observational data were collected from LTMs daily for a period of four months. The observed behaviors were compared across differing levels of human interaction, between different times of day, and between high, medium, and low human traffic zones. LTMs exhibited varying ecological behavior patterns when observed across zones of differing human traffic, e.g., higher inactivity when human presence is high. More concerning is the impact on these animals’ welfare and group dynamics as the increase in interactions with humans takes place; we noted increased inactivity and reduced intra-group interaction. This study highlights the connection that LTMs make between human activity and sources of anthropogenic food. Only through understanding LTM interaction can the cause for human–primate conflict be better understood, and thus, more sustainable mitigation strategies can be generated. Full article

The food experience is an important part of the tourism experience. Although it is crucial to comprehend the significance of tourists’ perception of food experiences, there is a scarcity of research investigating the impact of tasting local food on tourists’ perceptions and behaviors. This study employs structural equation modeling to empirically examine the relationship between tourists’ value perceptions of food experiences, their perceived destination image, and their revisit intention. In addition, the moderating effects of tourists’ genders on the aforementioned relationships are also explored. A renowned restaurant brand, Nanjing Impressions, which specializes in offering the unique cuisine of the city of Nanjing, China, is chosen as the research case. A grand total of 500 questionnaires were distributed, and, out of these, 458 questionnaires were deemed legitimate and kept for further analysis. The results indicate that the functional, social, emotional, cultural, and health values of local food experienced by tourists have significant positive impacts on their perceived destination image and revisit intention. Moreover, perceived destination image partially mediates the relationships between tourists’ value perceptions of food experiences and their revisit intention. Gender is found to partially moderate the relationships between the proposed constructs. The current study offers noteworthy theoretical contributions and provides valuable practical suggestions for tourism destination managers. Full article

While food can function as a component product of tourism, there remains a need for food tourism to become more sustainable. This study sought to discover what risk dimensions tourists perceive in food tourism and to enhance understanding of what actions and coping behaviors tourists take to lower levels of perceived risk in a food tourism setting. Data were collected in March 2023 for two weeks from Chinese tourists who considered traveling to Jeju Island, South Korea. A total of 303 responses were analyzed using exploratory factor analysis, confirmatory factor analysis, and structural equation modeling to test 13 hypotheses. Results identified physical risk, communication risk, and food-related risk as concerns for tourists, and the results confirmed support for 11 of the hypotheses tested. This study has theoretical implications for supplementing insufficient prior research by examining the risk factors perceived by tourists when participating in food tourism. Practical implications from this study include ways to reduce the level of perceived risk dimensions for sustainable food tourism experiences. Full article

Sargassum is a type of marine algae that has caused environmental problems in Mexico because it arrives in high quantities along the Mexican coast, especially in the Mexican Caribbean. This situation has become an environmental and economic problem, impacting tourism and other activities. As a result, it is reasonable to try to find an application for these algae. Recently, some applications in civil construction, cosmetics, and the food industry, among others, have been reported. The present work evaluates the thermal and structural properties of new polypropylene (PP)–Sargassum-based composites. Also, the effect of adding calcium stearate (CS) to increase the interaction between PP and Sargassum particles was investigated. PP–Sargassum particle composites were prepared by a melt mixing process, and the properties of these composites were evaluated using thermal techniques such as dynamic mechanical analysis (DMA), thermogravimetric analysis (TGA), differential scanning calorimetry (DSC), X-ray diffraction (XRD), and infrared spectroscopy (FTIR). The DMA results showed that composites with low concentrations of Sargassum particles perform better than those with higher concentrations. When CS was added to composites, there was a significant improvement in storage modulus compared with composites without CS. This was attributed to the good adhesion of the particles to the matrix because the mobility of macromolecules increased in the presence of CS. The thermal stability of PP–Sargassum particle composites decreases when the amount of particles increases, and the addition of CS does not positively affect the thermal behavior of composites. The findings open the possibility of using Sargassum particles in new applications of these algae as a polymer additive to generate sustainable materials. Full article

Eco-innovation denotes developing green practices using environmentally friendly innovative approaches or technologies. Although eco-innovation has been broadly applied in different industries, such as low-carbon production and manufacturing, how to implement such innovation in education for sustainable development (ESD) has rarely been studied. Therefore, this research considered a reflective and cooperative learning approach to science, technology, engineering, arts, and math (STEAM) education. A case study examined Wanluan Township of Pingtung County in southern Taiwan. Four departments’ students and lecturers at Meiho University were involved in situated learning. Hospitality management students played farm owners who engaged in organic agriculture to produce food and beverages. These agricultural products were farm-to-table, cooked, and served to customers in a natural dining setting through the students’ teamwork. Tourism, sports and leisure management, and food science and nutrition students played tourists in a self-guided travel context, who engaged in acts such as visiting buildings to understand heritage while observing that the houses were still in use as dwellings. This encouraged reflection on the importance of cultural preservation. The results showed that eco-innovation can represent a sustainable marketing strategy for improving the local community economy and can be implemented in a practical situation in STEAM. The ESD goal for 2030—societal transformation—is to foster students’ responsible behavior and attitudes in a personally authentic manner, thereby fostering sustainable learning and understanding. Full article