Search Results (29)

Despite growing attention to artificial intelligence-driven job displacement, limited empirical research has examined whether and how tourists would accept AI replacing human tour guides—nor which psychological barriers drive resistance most strongly. Existing technology acceptance models assume functional evaluations predict adoption, yet this logic may fail in emotionally grounded service contexts. To address this gap, we conducted a multi-site survey testing Disappearing Jobs Theory using structural equation modeling, incorporating the constructs of Perceived Functional Equivalence, Perceived Affective Deficit, Experience-Seeking Orientation, and willingness to substitute. Results show that Perceived Functional Equivalence has a near-zero direct effect on willingness to substitute, challenging core assumptions of technology acceptance predictions. Instead, Technological Comfort and Perceived Affective Deficit emerge as the dominant predictors. Perceived Affective Deficit also suppresses job-disappearance acceptance. Experience-Seeking Orientation did not yield a statistically significant direct path in the structural model (β = −0.043, p = 0.348); however, subgroup analysis reveals that high-ESO tourists exhibit consistently lower willingness to substitute across all levels of perceived functional equivalence, indicating that ESO operates as a dispositional-level resistance factor rather than a significant individual-level structural predictor. Our core contribution is redefining Perceived Affective Deficit as a structural—not moderating—barrier to AI adoption and extending Disappearing Jobs Theory by integrating demand-side attitudinal constraints. These findings demonstrate that functional equivalence alone cannot drive substitution in experiential tourism; affective deficits must be addressed as independent adoption barriers. Full article

Culinary culture shock (CCS)—the discomfort and ambivalence travelers feel when encountering unfamiliar foods—remains underexplored from a short-horizon, trip-bounded perspective. While prior work notes both attractions and impediments of food in tourism, a process-oriented account of how ordinary travelers experience and navigate CCS during brief trips is still limited. This study examines CCS in Guangzhou, China and delineates how it shapes travelers’ evaluations of place. We adopt a qualitative design, combining 30 semi-structured interviews with in situ ethnographic observations across markets, street-food settings, restaurants, and guided food tours, supplemented by document analysis (e.g., visitor materials and menus). Using reflexive thematic analysis, we identify three recurrent coping trajectories—avoidance, gradual adaptation, and immersion—that unfold nonlinearly as travelers recalibrate expectations, manage sensory dissonance, and renegotiate comfort boundaries. We integrate expectancy–disconfirmation theory (EDT) with an embodied view of tasting to develop the Palate Adaptation Spiral Model (PASM), which explains CCS as recursive cycles of appraisal, strategy enactment, and re-appraisal within the span of a trip. Social influence (peers, guides, and service staff) operates as a cross-cutting mechanism that can accelerate adaptation or entrench avoidance depending on cue valence and credibility. The study clarifies the scope of CCS as general travel encounters (not restricted to culinary-motivated tourists) and specifies contextual conditions under which negative reactions are reversible. Theoretically, we connect EDT to short-term culinary adaptation through PASM; practically, we outline design levers—pre-trip expectation management, pictorial/transparent menus, and guide-mediated tasting sequences—to reduce anxiety and support constructive exploration. Full article

Aquaculture lagoons must reconcile visitor access with biodiversity protection. This study integrates results of a large survey of the attitudes of tour operators with field observations of fish populations to test whether operator choices can align tourism and conservation. Using data from 801 guided-tour participants in Taiwan’s Cigu Lagoon, a sequential experience hierarchy was validated whereby environmental knowledge enhanced attitudes, strengthened perceived guide professionalism, induced flow, and ultimately increased conservation intention (R² = 0.523). Experiential service quality exerted stronger effects than functional quality (β = 0.287 vs. 0.156; both p < 0.001). Parallel underwater monitoring indicated that electric, low-vibration motors were associated with richer fish assemblages and larger fish body sizes; fish abundance is 61% higher and mean body length 38% greater, with community composition differing significantly by motor type (PERMANOVA, p < 0.001). Together, these results link training and technology adoption to measurable ecological gains and pro-conservation motivation, indicating that electrified propulsion and interpretive practice are mutually reinforcing levers for biodiversity-positive tourism. The framework offers directly actionable criteria—motor choice, guide development, and safety/facility context—for transitioning small-scale fisheries and recreation toward low-impact marine experiences. Full article

Based on a literature review, the present article aims to present ecotourism as a transformative factor in the economic, social, cultural, and environmental contexts, revealing key elements for the sustainable development of ecotourism. To ensure that this objective is met, the review combines the insights of classical authors and many recent authors who have best addressed the subject. The review carefully selected consensual and contradictory arguments, reflecting on the relevance of each group, particularly in aspects such as the influence of emotional experience on behaviour and satisfaction, strategy and competitive advantage, cooperation and sustainability, and the influence of resilience on ecotourism. The impact of each perspective was presented without ignoring the major constraints that ecotourism faces in its search for a position in the tourism industry. This led the study to accept the fact that the active participation of the community is indispensable in the formula for the success of ecotourism. Some statistical data were consulted and analysed, which enabled the study to determine the quantitative impact of ecotourism on economic, social, and environmental life. In terms of benefits to communities, the review clarifies the fact that ecotourism serves as an instrument that mobilizes not only the additional value of products and services traded in the process, but also the return on investments and job creation. The combination of visiting activities with the involvement of tour guides contributes to maximizing profits in the destinations, thus supporting solid economic, social, and environmental development for the benefit of both ecotourism promoters and local communities. However, the analysis makes it clear that the economic, social, and environmental benefit depends on the degree of involvement of the local population. In terms of usability, for other studies, this review can contribute to the understanding and positioning of ecotourism in the search for a balance between satisfying socioeconomic and environmental interests. Additionally, it can serve as an aid to policy makers in their decisions related to ecotourism. Full article

Wine tourism is a key segment of the global tourism industry, offering visitors opportunities to explore vineyards, taste wines, and experience cultural heritage. This study examines online reviews to identify positive and negative themes of wine tourism experiences and explores how perceptions vary among traveler types. Data were collected from 2850 TripAdvisor reviews of wineries in Bordeaux, Champagne, and Burgundy, France, and analyzed using Leximancer software. The findings reveal seven key themes, including Wine Quality, Tasting Experiences, Tour Guides, Vineyard Views, and Cultural Charm, alongside Dissatisfaction with Time Management and Value for Money. Variations among traveler types highlight distinct preferences, with solo travelers valuing education, couples prioritizing romance, groups focusing on culture, and families concerned with organization. This study contributes to research on experiential tourism by addressing diverse visitor expectations and enhancing service quality. Full article

Recreation and nature-based tourism targeting forests are important cultural services provided by forests, and are also considered non-productive social functions of forests. Many factors influence the demand for forest recreation and tourism that are worth exploring for each forest area. The main aim of our study was to compare the results of visitor surveys related to two mountainous forested areas (Börzsöny and Cserhát) that are both located near to the capital city of Budapest but have different characteristics regarding the forests, accessibility, and the level of tourism infrastructure and services. The questionnaires focused on the characteristics of the visits, perceptions of visitors regarding the values of the areas, and the development needs besides the characteristics of the respondents. In addition to basic statistics, Chi² and Fisher’s exact tests were used to detect the differences between the two sites. Despite the different characteristics of the study areas, the main results were quite similar at both sites. Most respondents came from Budapest or within a 60 km distance of the sites by car with family and friends, mainly for hiking and nature walks, and spent less than a day in the areas. The state of forests was perceived as good in both areas. Landscape and fresh air were the most attracting factors for visiting both sites. There was a demand for more guided tours, and regarding tourism infrastructure development needs, benches and toilets ranked high at both sites. However, there were also some slight differences between the sites. For example, Börzsöny was visited more frequently, and railway and bicycle were more often used to access this site. Pleasant climate, easy access and fresh air were more important reasons to visit Börzsöny, and it was more associated with wilderness. In Cserhát, low prices and cultural values seemed more important reasons to visit; Hollókő as a world heritage site was highlighted, and more nature-related and other tourism development needs were mentioned regarding this site. These differences were probably due to the different characteristics of the forests (more mosaic forests in Cserhát), the level of the public transportation network, tourist infrastructure and services (higher in Börzsöny), and cultural heritage (more important in Cserhát). Based on our results, Cserhát needs more development in tourism infrastructure and services, while in Börzsöny, the development of a visitor management plan would be useful to harmonize the different uses of the forest. Full article

Tourism has become one of the world’s largest service industries. Due to the rapid development of social media, more people like self-guided tours than package itineraries planned by travel agencies. Therefore, how to develop itinerary recommendation systems that can provide practical tour suggestions for tourists has become an important research topic. This study proposes a novel tour recommendation system that considers the implicit and dynamic information of Point-of-Interest (POI). Our approach is based on users’ photo information uploaded to social media in various tourist attractions. For each check-in record, we will find the POI closest to the user’s check-in Global Positioning System (GPS) location and consider the POI as the one they want to visit. Instead of using explicit information such as categories to represent POIs, this research uses the implicit feature extracted from the textual descriptions of POIs. Textual description for a POI contains rich and potential information describing the POI’s type, facilities, or activities, which makes it more suitable to represent a POI. In addition, this study considers visiting sequences when evaluating user similarity during clustering so that tourists in each sub-group hold higher behavior similarity. Next, the Non-negative Matrix Factorization (NMF) dynamically derives the staying time for different users, time slots, and POIs. Finally, a personalized itinerary algorithm is developed that considers user preference and dynamic staying time. The system will recommend the itinerary with the highest score and the longest remaining time. A set of experiments indicates that the proposed recommendation system outperforms state-of-the-art next POI recommendation methods regarding four commonly used evaluation metrics. Full article

The Metaverse and Natural Language Processing (NLP) technologies have combined to fundamentally change the nature of digital sociability. Our understanding of social interaction needs to be reevaluated as the Metaverse’s influence spreads into more areas of daily life, such as AI-driven gaming, interactive training companions, museum exhibits, personalized fitness coaching, virtual mental health assistance, language translation services, virtual tour guiding, and virtual conferencing. This study analyzes how NLP is changing social relationships in these Metaverse applications. We examine how NLP algorithms influence societal norms, individual behaviors, interpersonal connections, and improve the user experience using a multi-method approach incorporating user surveys and sentiment analysis. Our study’s findings show how NLP can enhance interactive experiences while also pointing out related issues like potential bias and moral problems. Our study provides a foundational analysis, shedding light on the challenges of negotiating a social environment in the Metaverse that is molded by cutting-edge NLP. It offers stakeholders in academia and public policy essential assistance that helps them understand and manage the complex ramifications of this changing socio-technological paradigm. Full article

A significant volume of literature has extensively reported on and presented the benefits of employing escape classroom games (ECGs), on one hand, and on augmented reality (AR) in English language learning, on the other. However, there is little evidence on how AR-powered ECGs can enhance deep and meaningful foreign language learning. Hence, this study presents the design, development and user evaluation of an innovative augmented reality escape classroom game created for teaching English as a foreign language (EFL). The game comprises an imaginative guided group tour around the Globe Theatre in London that is being disrupted by Shakespeare’s ghost. The game was evaluated by following a qualitative research method that depicts the in-depth perspectives of ten in-service English language teachers. The data collection instruments included a 33-item questionnaire and semi-structured interviews. The findings suggest that this escape game is a suitable pedagogical tool for deep and meaningful language learning and that it can raise cultural awareness, while enhancing vocabulary retention and the development of receptive and productive skills in English. Students’ motivation and satisfaction levels toward language learning are estimated to remain high due to the game’s playful nature, its interactive elements, as well as the joyful atmosphere created through active communication, collaboration, creativity, critical thinking and peer work. This study provides guidelines and support for the design and development of similar augmented reality escape classroom games (ARECGs) to improve teaching practices and foreign language education. Full article

Local producers constitute a crucial segment of the local economy, playing a pivotal role in driving rural development and the progress of tourism. Their avenues for showcasing products extend beyond markets, bazaars, or food events, often being integrated into a destination’s tourism offerings. Moreover, they contribute to the culinary progress within tourism. Originating from wider rural areas or nearby villages, local producers significantly impact everyday migrations, services, and financial transactions in relationships spanning suburban–urban, village–town, and cross-border cooperation. This study aims to scrutinize the social facets of the organization and work of local producers, offering insights into contemporary market processes. It also serves to illustrate cross-border cooperation and the role of culinary tourism in local business. Through qualitative data processing, we will delve into the outcomes of cross-border projects, emphasizing ethical and sustainable values rooted in territory, landscape, local culture, authenticity, and the application of culinary elements in tourism. The results will shed light on the economic, social, and cultural ramifications on markets in border regions, influencing daily life and the economy. This study will define key aspects of rural development. These research findings can inform local governments, the economy, and communities in future strategic planning for developing this market segment. Tourism, especially in hospitality, will empower rural communities to enhance financial inflow and create local employment opportunities, such as roles for vineyard tour guides or local chefs. Simultaneously, it will bolster other sectors of the local economy, such as agriculture. Full article

Township tourism has become more varied, offering a wider range of products, experiences and services. In this paper, we examine residents and stakeholders’ opinions on township tourism in Langa, Cape Town, South Africa; an area characterised by crime, unemployment, housing backlogs and poverty. Using a qualitative approach, this paper reports on empirical evidence conducted with key tourism stakeholders to understand some of their perceptions regarding township tourism development in Langa. Concerns about safety, poor infrastructure and a lack of interaction between tourists and the local community are raised by Langa residents and community leaders. Their dissatisfaction with tour guides and tour routes serves as a reminder of the need for more inclusive practices. While business owners are aware of the potential of tourism in promoting cross-cultural dialogue, deepening understanding and creating priceless experiences, they are constrained by perceptions of crime, a lack of tourist exposure to local establishments and the exclusion from decision-making processes. Despite these difficulties that township tourism faces, it is crucial to promote ethical tourism practices that put emphasis on genuine encounters and local community empowerment. Full article

Macao is a tourist city. It is home to the Ruins of Saint Paul’s, a unique 100-year-old landmark, which is still standing with manual maintenance, even after three fires and reconstruction events. Therefore, the continuous preservation of its culture, heritage education, and construction are important issues for Macao. With the development of digital technology in recent years, users can quickly search historical sites and save two-dimensional and three-dimensional images and videos through smartphones. These methods also enhance the communication power of culture. Virtual browsing on a smartphone requires computing power and storage space; yet, virtual reality devices are not widely used. Therefore, augmented reality and virtual reality are rarely used simultaneously for three-dimensional interactive guided tours and operation experiences on the same theme. However, by quickly creating virtual reality scenarios and preserving historical sites on mobile devices, 4DAGE’s 4DKanKan technology can provide augmented reality and metaverse virtual reality experiences. 4DKanKan can also integrate mobile guides and navigation software to connect mobile devices and assist in cultural inheritance and conduct sustainable education. This research linked this technology to the web by incorporating augmented reality and virtual reality technology to make designs and discussed the influences among service design, behavioral intentions, and learning effects. We collated and analyzed relevant data and text materials through systematic testing, observation, operation processes, and semi-structured interviews. The PLS multigroup structural model was used to explore and analyze the degree of influence and explanatory power of system quality, information quality, behavioral intention, and learning effects among themselves. The results of this study show that most users accepted the proposed innovative mode of operation and found it to be interesting and fun. Augmented reality is not limited by space or time; however, virtual reality devices taking too long to operate, switching too frequently, and having too many functional interfaces can cause operational problems. This study identified and modified the influencing factors and problems of the proposed system, with the aim of continuing to expand the applications of 4DKanKan to other cultural attractions or museums in the future. In addition, the research results can provide a reference for the sustainable development of related cultural sites. Full article

The senior tourist market is growing, because the number of elderly people is increasing in Korea. It is widely accepted that experience in travel is more important than any other factor. Thus, the aim of this study was to examine the importance of the experience economy and its impact on outcome variables with the moderating role of tour guiding services in the senior tourism industry. This study more specifically proposed that there is a positive relationship between the four dimensions of the experience economy, which include education, entertainment, aesthetics, and escapism, and tour quality. In addition, it was proposed that tour quality has a positive influence on tour satisfaction and word-of-mouth. Lastly, this study investigated the moderating role of a tour guide service in the relationship between the experience economy and tour quality. The data were collected from 323 seniors who had experienced an overseas package tour in Korea. In order to test the proposed model, this study employed confirmatory factor analysis and structural equation modeling analysis. The data analysis results indicated that entertainment and aesthetics play a significant role in the formation of tour quality. The results of the data analysis also showed that tour quality has a positive influence on tour satisfaction, which in turn positively affects word-of-mouth. Furthermore, a tour guide service moderated the relationship between aesthetics and tour quality. Full article

Destinations with marine protected areas due to their resources can offer visitors experiential fishing tourism. The tourist can carry out the fishing activity with the community and experience its culture in this activity. The present study’s objectives are (1) to establish which are the preference dimensions for experiential fishing tourism, (2) to determine which dimensions influence the interest to book an experiential fishing tour, and (3) to identify which dimension influences the importance of the visit. The research was carried out in the Galapagos Islands, a destination declared a marine protected area and a World Heritage Site. The study was conducted online with 229 tourists who had visited the destination. For the data analysis factorial analysis, the varimax rotation method, and the Kaiser criterion were used. In the second stage, the Multiple Regression Method was implemented. The results show that preferences in experiential fishing tourism are made up of two dimensions: “Conservation and local culture” and “Quality of services.” The conservation and local culture dimension positively influence the interest in booking a fishing tour and the importance of the visit. The results will serve as management guides for managers of destinations within marine protected areas and for the community that offers experiential fishing tourism. Full article

The issue that this study explores is evaluation of tourists’ experiences with smart tour guide system (STGS). To address this issue, the purpose of this study is to explore what factors influence tourists’ experiences with STGS in four Chinese smart tourism destinations (STDs). An exploratory sequential mixed method was used to collect the data. Tourists who had used STGS in four Chinese STDs participated in the research. In the first and second phase, Semi-structured interviews with 12 interviewees were conducted, and these interviewees put forward six factors affecting tourists’ experiences with STGS: approachability, visual, operability, function, offline service, and interactivity. The third phase involved an analysis of a survey of 248 participants who had used STGS in the Chinese four STDs to verify the influencing factors. By using the method of linear regression analysis, we found that approachability, visual, operability, function and offline service have a significant impact on tourists’ experiences with STGS while interactivity contributes little impact to tourists’ experiences with STGS. The findings will be useful for STDs to explore and promote STGS services, as well as enhancing tourists’ smart experiences with STTs. Full article