Search Results (94)

As sustainable tourism gains global momentum, extended reality (XR) technologies have emerged as important tools for enhancing visitor experiences at overburdened World Heritage Sites while mitigating physical deterioration through non-consumptive engagement. However, existing research on immersive technologies in heritage tourism has largely relied on single-cultural samples and has paid limited attention to theoretically grounded boundary conditions in post-adoption behaviour. To address these gaps, this study extends the Expectation–Confirmation Model (ECM) by incorporating cultural distance (CD) and prior visitation experience (PVE) as moderating variables, and empirically tests the proposed framework using a mixed domestic–international sample exposed to an on-site XR application at the Badaling Great Wall World Heritage Site. Data were collected immediately after the XR experience and analysed using structural equation modelling. The results validate the core relationships of ECM while identifying significant moderating effects. Cultural distance attenuates the positive effects of confirmation on perceived usefulness as well as the effect of perceived usefulness on continuance intention, while prior visitation experience weakens the influences of enjoyment and visual appeal on satisfaction. These findings establish important boundary conditions for ECM in immersive heritage contexts. From a practical perspective, the study demonstrates that high-quality, culturally responsive XR can complement physical visitation and support sustainable conservation strategies at large-scale linear heritage sites. Full article

As sustainability becomes central to tourism, tourists are no longer passive consumers but active stakeholders who influence organizational behavior. This study investigates how green consumer behavior (GCB) shapes expectations for employee green competencies and organizational sustainability strategy (OSS). Data were collected through a structured survey of 326 domestic tourists in Albania. Green skills expectation (GSE) was modeled as a latent construct derived from two observed variables: green loyalty and brand image, and willingness to support sustainability. Statistical analyses included exploratory factor analysis (EFA), K-means clustering and structural equation modeling (SEM). GCB significantly predicted both OSS and GSE, confirming that green tourists influence how organizations structure and communicate their sustainability practices. Cluster analysis identified two consumer profiles: committed eco-tourists and green-adaptive tourists. This study advances current understanding of how tourists act as external agents of internal organizational change. It extends the theoretical discourse on green marketing and sustainable workforce development by positioning tourist expectations as a driver of human resource transformation. The findings offer meaningful implications for tourism operators, educators and policymakers seeking to align employee training and service delivery with the demands of sustainability-oriented travelers. In this way, the study bridges the gap between consumer behavior and workforce development, contributing to a more integrated approach to sustainable tourism. Full article

Rural destinations face a difficult challenge in balancing economic vitality with the environmental and infrastructural pressures, including congestion of car-dependent destinations. Despite growing calls for more sustainable mobility, destination management organisations (DMOs) can assume that private vehicles are vital for rural access, fearing that alternatives such as soft mobility or public transport may have an adverse effect on visitor satisfaction and spending. Yet, empirical evidence to support or challenge these assumptions remains limited. This study addresses this gap by analysing visitor survey data (N = 512) from international and domestic tourists to a rural destination in County Clare, Ireland. Using one-way and two-way ANOVA, along with chi-square and logistic regression analyses, we examine how transport mode relates to visitor satisfaction, daily expenditure, and overnight stay behaviour. Results revealed that visitor satisfaction does not significantly differ across transport modes, suggesting that sustainable mobility options (e.g., walking, cycling, public transport) do not impact the visitor experience. While transport mode had a minimal impact on spending overall, overnight visitors, regardless of how they travelled, spent significantly more than day-trippers (p < 0.001), identifying length of stay as the key economic driver. Moreover, soft mobility users (walking and cycling) had a higher likelihood of staying overnight than car users, while tour bus users were significantly less likely to do so. However, among those who did stay overnight, tour bus users reported the highest daily spending, revealing a complex relationship between mobility type and economic impact. Overall, the results question long-held assumptions linking car use with rural tourism success. Low-impact transport options, such as soft mobility and public transport, were found to sustain visitor satisfaction and spending outcomes comparable to car travel, suggesting their integration could contribute to more balanced, sustainable mobility planning. Full article

The donkey (Equus asinus), despite its long domestication history, has often been overlooked and is currently facing the dual challenge of genetic erosion and emerging economic opportunities. Global research indicates that although Chinese indigenous breeds maintain a moderate level of genetic diversity, the rapid transition from draft purposes to large-scale ejiao production has driven them into severe endangerment, leading to a dramatic decline in donkey population. In contrast, donkey populations in Europe and the Mediterranean, though numerically smaller, have achieved greater stability through conservation programs and integration into specialized sectors such as dairy production and tourism. Genomic studies further reveal region-specific selection for traits associated with body size, adaptability, and productivity, underscoring the profound influence of ecological and management contexts. This review systematically compares Chinese and international donkey breeds in terms of genetic resources, genetic characteristics, phenotypic and reproductive traits, adaptive capacity, and industrial utilization models, with the aim of providing a foundation for global strategies in genetic conservation and sustainable development. Full article

Destinations such as Bali face intensifying overtourism, which undermines ecological integrity, cultural authenticity, and local livelihoods. Traditional sustainable tourism approaches have proven insufficient, leading to calls for regenerative tourism that restores ecosystems and strengthens communities. This study examines how Penta-Helix collaboration can drive regenerative tourism, mitigate overtourism, and deliver sustainability outcomes. A mixed-methods design was employed. Survey data from 220 domestic and international visitors were analyzed using structural equation modeling (SEM–PLS) to test relationships among Penta-Helix collaboration, regenerative tourism, overtourism mitigation, and sustainability outcomes. To complement these findings, an analytic hierarchy process (AHP) was conducted with 30–40 key stakeholders drawn from 100 informants (government, businesses, communities, academia, and media) to prioritize mitigation strategies. SEM–PLS results indicate that Penta-Helix collaboration significantly enhances regenerative tourism practices (β = 0.62), which strongly reduce overtourism impacts (β = 0.58). Mediation tests reveal that overtourism mitigation is a key mechanism linking regenerative tourism to triple bottom line outcomes (economic, socio-cultural, environmental). AHP results show that carrying capacity enforcement and participatory governance emerge as the top-priority strategies, underscoring the dual importance of institutional policy and community empowerment. The findings advance theoretical debates by positioning regenerative tourism as a systemic innovation enabled by networked governance and operationalized through overtourism mitigation strategies. Practically, the study highlights the need for policy enforcement, participatory governance, and adaptive destination management to embed regenerative principles in overtourism hotspots. Full article

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

As tourism increasingly drives the revitalization of traditional villages, rural spaces are undergoing a transformation from functional living areas to spaces for cultural display and leisure. This shift has amplified the spatial usage discrepancies between multiple stakeholders, such as tourists and villagers, highlighting conflicts in spatial resource allocation and behavior path organization. Using Wulin Village, a typical example of a Minnan overseas Chinese village, as a case study, this paper introduces social network analysis to construct a “spatial–behavioral” dual network model. The model integrates both architectural and public spaces, alongside behavior path data from villagers and tourists, to analyze the spatial structure at three scales: village-level network completeness, district-level structural balance, and point-level node vulnerability. The study integrates two dimensions—architectural space and public space—along with behavioral path data from both villagers and tourists. It reveals the characteristics of spatial structure under the intervention of multiple behavioral agents from three scales: village-level network completeness, district-level structural balance, and point-level node vulnerability. The core research focus of the spatial network includes the network structure of architectural and public spaces, while the behavioral network concerns the activity paths and behavior patterns of tourists and villagers. The study finds that, at the village scale, Wulin Village’s spatial network demonstrates good connectivity and structural integrity, but the behavior paths of both tourists and villagers are highly concentrated in core areas, leading to underutilization of peripheral spaces. This creates an asymmetry characterized by “structural integrity—concentrated behavioral usage.” At the district scale, the spatial node distribution appears balanced, but tourist behavior paths are concentrated around cultural nodes, such as the ancestral hall, visitor center, and theater, while other areas remain inactive. At the point scale, both tourist and villager activities are highly dependent on a few high-degree, high-cluster nodes, improving local efficiency but exacerbating systemic vulnerability. Comparison with domestic and international studies on cultural settlements shows that tourism often leads to over-concentration of spatial paths and node overload, revealing significant discrepancies between spatial integration and behavioral usage. In response, this study proposes multi-scale spatial optimization strategies: enhancing accessibility and path redundancy in non-core areas at the village scale; guiding behavior distribution towards multifunctional nodes at the district scale; and strengthening the capacity and resilience of core nodes at the point scale. The results not only extend the application of behavioral network methods in spatial structure research but also provide theoretical insights and practical strategies for spatial governance and cultural continuity in tourism-driven cultural villages. Full article

The architectural settlements of the Dong people are the core representatives of China’s Dong culture. The unique architectural forms created by the Dong people, such as stilted houses, drum towers, and wind-and-rain bridges, demonstrate the wisdom of the Dong people in adapting to mountainous environments and their exquisite construction techniques. However, with the acceleration of urbanization and the impact of tourism development, Dong village architecture is facing multiple challenges, including settlement hollowing-out, the discontinuity of traditional craftsmanship, and the destruction of authenticity. This study proposes a series of protection and restoration strategies by integrating relevant domestic and international theories and practical experiences based on the formal characteristics, cultural value, and current issues of Dong village settlement architecture. It emphasizes the principle of holistic protection, advocates for the combination of authentic restoration and adaptive renewal, and aims to achieve the inheritance of cultural heritage through means such as digital technology, community participation mechanisms, and cross-regional collaborative protection. Furthermore, this study explores the path toward balancing traditional architecture with modern needs, intending to provide theoretical support and a practical reference for the sustainable protection of Dong village settlement architecture and the continuation of cultural memory. Full article

This paper examines the burgeoning dental tourism sector in the Republic of Moldova, highlighting its significant economic impact and patient-related considerations. Driven primarily by competitive pricing, the perceived quality of dental treatments, and strategic geographical advantages, Moldova has emerged as a prominent destination for international dental patients, particularly from Western Europe, the UK, Ireland, and increasingly from North America. While this sector provides a crucial economic impetus to one of Europe’s most economically challenged nations, contributing significantly to (Gross Domestic Product) GDP and generating crucial employment opportunities, it also presents inherent risks related to treatment quality, potential complications, and challenges with follow-up care. This study integrates market trends, academic literature, and patient experience insights to offer a comprehensive overview of Moldova’s and Eastern Europe’s unique position in the global dental tourism landscape. Employing a narrative synthesis of diverse data points from market research reports, academic literature, and economic indicators, our findings reveal dental tourism as a vital economic driver for Moldova, fueled by competitive costs and improving standards. However, the sector also necessitates careful consideration of inherent risks, including potential complications from expedited treatment schedules and challenges with follow-up care. Full article

The COVID-19 pandemic disrupted tourism systems worldwide, particularly ecologically sensitive and tourism-dependent regions such as the Galapagos Islands. This study investigated the impact of the pandemic on profiles of tourists visiting Santa Cruz Island by comparing an analysis from 2019 to data we gathered in 2021. Using survey-based data and cluster analysis, we identified significant shifts in tourist origin, travel modalities, and expenditure patterns. Results showed a marked increase in domestic tourism, with Ecuadorians becoming the dominant visitor group during the pandemic, primarily favoring land-based tourism and shorter stays. In contrast, international tourists remained present in niche, higher-spending segments associated with cruise-based and multi-island itineraries. These findings highlight a temporary yet meaningful transformation in the tourism dynamic, driven by changes in risk perception, economic factors, and policy restrictions. The emergence of these segments underscores the need for adaptive destination management strategies that align with sustainability goals, conservation priorities, and socioeconomic resilience. We also demonstrated the value of structured surveys as a cost-effective tool for evidence-based decision-making in resource-constrained settings. Full article

This study seeks to develop and evaluate a methodological framework for assessing the tourism potential of hillforts, by using a selected sample of 25 of these heritage resources located in the Lower Silesia Voivodeship. This region, as one of Poland’s most popular among domestic and international tourists, is increasingly confronting overtourism at its primary attractions. Concurrently, it possesses underutilised cultural assets, notably 250 remnants of gords/hillforts (grodziska in Polish) spanning various historical periods and dispersed across the whole area. Thus, to ensure the universality of the method, samples of hillforts from three main topographic zones of Lower Silesia were selected. In addition to the aim of testing the method, a secondary objective of the research involved conducting a preliminary assessment of selected hillforts’ tourism potential in different parts of the voivodeship. The methodology combined desk research and field studies across all selected archaeological sites. Concerning the primary objective, the developed assessment tool effectively replicated the multidimensional analytical framework characteristic of established methodologies, yielding reliable outcomes for evaluating gords’ tourism potential. However, modifications to the scoring system are recommended to enhance methodological precision. Regarding analysis of the 25 surveyed hillforts, the results indicate that objects from all zones mainly demonstrate high tourism potential, suggesting an opportunity for transformation into tourist attractions. The integration of hillforts into existing tourism infrastructure could significantly contribute to localised sustainable development across the region. The primary significance of these heritage resources lies in their capacity to facilitate the diversification of tourism offerings across distinct areas of the voivodeship. This development holds particular strategic value for northern poviats currently peripherally engaged in tourism economy. Moreover, by leveraging hillforts, communities obtain assets important in the process of building a common identity around cultural/historical place while safeguarding monuments. Concurrently, the most attractive southern poviats will benefit from the new attractions as they can help in mitigating overtourism pressures at overcrowded places, being an interesting alternative to the top attractions. This approach aligns with strategies to disperse tourist flows through specialised archaeological tourism products, thereby balancing economic benefits and local communities’ well-being with heritage preservation. Full article

This study examines the intersection of renewable energy and tourism by exploring why domestic tourists visit wind farm sites for recreation. Traditionally seen as industrial facilities, wind farms are now recognized as dual-purpose attractions that promote environmental awareness and local economic growth. Using the Value–Belief–Norm (VBN) theory, Theory of Planned Behavior (TPB), and New Environmental Paradigm (NEP) as theoretical lenses, we investigate the psychological, social, and cultural factors influencing wind farm tourism. The key determinants of tourist behavior include attitudes, subjective norms, perceived behavioral control, personal norms, and environmental beliefs. Structural equation modeling (SEM) indicates that personal norms have the strongest direct impact on tourists’ intentions (underscoring the importance of internalized moral obligations in this context), with additional indirect effects through environmental citizenship factors. The findings highlight wind farms’ potential to foster sustainability, community engagement, and rural development. Managerial recommendations include providing visitor amenities, targeted marketing, and community involvement to enhance wind farms’ appeal as tourism destinations. This study contributes to tourism theory by expanding the definition of attractions to include renewable energy sites. Future research should examine the moderating role of past behavior and incorporate additional environmental citizenship variables to deepen insights into wind farm tourism. Full article

Sustainability has also become an increasingly important issue as an international trend for the hospitality industry in recent times, with a positive message for both restaurant operators and consumers. Restaurants can become more sustainable in three main areas: (1) water and energy efficiency, (2) waste management, and (3) employees—social topics. This study examines the role of green practices and innovation in hospitality using three methods in parallel. In connection with a current tourism project, this paper describes some of the green practices for hospitality management in Hungary. Based on the survey, the most common sustainable practices are sourcing from local producers and using seasonal menus. The most popular food waste reduction strategies are Munch, nose-to-tail, and other food utilization options, totaling 65.0%. A total of 72.0% of consumers prefer the green restaurants. Our data show that sustainable operation is not just an environmental issue, but also increasingly a strategic business advantage. The findings are supported by the everyday practices of two of Dining Guide’s member restaurants, Iszkor and Sulyom in the Northeastern Hungary region. Both restaurants focus on locally sourced food and drink ingredients. Some dairy products, domestic fruit, and vegetables come from sustainable farming. For restaurants, adopting sustainable solutions can provide a long-term competitive advantage. Full article

Exploring international travel behavior helps to understand the diverse factors that motivate travelers across cultures and demographics, offering valuable insights into their unique travel patterns and preferences. This paper examines generational differences in motivational drivers and travel preferences among Slovak women, focusing specifically on their international travel behavior. The study investigates how different generations (X, Y, Z) influence various aspects of travel, including travel preferences for domestic versus foreign destinations, seasonal preferences, transportation choices, travel companions, travel arrangements, and motivation levels. Data were collected through a questionnaire survey of 269 Slovak women. The hypotheses were tested using the Chi-square and Kruskal–Wallis tests. While some factors, such as transportation choices and travel companions, appear unaffected by generational identity, others—such as seasonal preferences, travel arrangements, and certain motivations (e.g., fun, pilgrimage, and education)—show clear generational differences. These findings contribute to a better understanding of women’s travel patterns and offer practical insights for tourism professionals aiming to develop more personalized and effective tourism offerings for diverse women travelers. Full article

This study aims to identify the factors that influence the behavior of Costa Rican tourists visiting rural destinations after the COVID-19 pandemic, thereby contributing to sustainable rural tourism development. The study applies data analysis using the partial least squares (PLS) regression technique to evaluate a reflective measurement model, based on data collected via a questionnaire. The evidence indicates that for the analyzed destination, the most significant factors influencing the behavior of Costa Rican tourists visiting rural destinations after the COVID-19 pandemic are learning, ICTs, and, in particular, relaxation. Although biosecurity and social influence do not affect the intention to return, these findings highlight the crucial role of learning and ICTs in the tourist experience and loyalty to the destination. This study contributes novel empirical insights to the still limited post-pandemic research on rural tourism, by providing current information on changes in tourist behavior in a specific post-pandemic context. Additionally, it focuses on a popular rural tourist destination in Costa Rica, offering a deeper understanding of a less explored tourism segment, as most previous studies have examined urban or international tourism. Specifically, this research addresses the gap regarding domestic tourist behavior in rural areas using a quantitative approach (PLS), revealing key drivers of return intention. The findings may also be relevant for rural destinations facing similar post-pandemic challenges in other countries. Full article