Search Results (113)

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

This study examined how entrepreneurs in the tourism sector can develop competitive advantages in a highly competitive environment. The relationship between innovation strategies, business networks, and service innovation was investigated using a PLS-SEM analysis with a sample of 32 tourism enterprises in Ecuador, namely, Cotacachi, Otavalo, and Quiroga. A structured questionnaire was used to evaluate service innovation, strategic renewal, and the development of business networks. The results indicate that internal knowledge sharing, process optimization, and the creation of new services drive creative strategies. Simultaneously, innovation and strategic renewal are positively associated with participation in business networks. In addition, access to external financing was identified as a key factor in enhancing innovation. These findings underscore the importance of designing public policies that promote tourism innovation through comprehensive programs combining access to finance, strengthened business networks, and internal capacity training. This paper offers strategic insights into the competitiveness and sustainability of tourism enterprises in emerging economies. Full article

Recent decades have witnessed an increased volume of studies investigating the spa tourism sector. There has, however, been an absence of studies evaluating the relationship between corporate social responsibility (CSR) and spa competitiveness, as well as the mediating effects of responsible innovation (RI) and corporate sustainability performance (CSP) on this relationship. This study developed a comprehensive conceptual framework that examined the impacts of CSR on spa competitiveness. Data were collected from 786 participants, who included spa managers and employees located in three main cities of Vietnam: Ha Noi, Da Nang, and Ho Chi Minh. The Partial Least-Squares Structural Equation Modelling (PLS-SEM) method was applied to provide statistical evidence to confirm the conceptual model and eight hypotheses. The findings indicated that CSR positively and indirectly affects spa competitiveness. The mediating roles of RI and CSP, which influence the relationship with spa competitiveness, were also confirmed. This research makes theoretical contributions to understanding the relationships between these internal factors and achieving competitiveness. Further, the study has practical implications for spa managers and policymakers implementing CSR programs and RI and reshaping CSP to obtain and maintain their competitiveness. Full article

This research investigates the application of search engine optimization (SEO) in developing the digital image of rural tourism businesses in the Terras de Trás-os-Montes region of Portugal. With digital marketing becoming increasingly important for businesses to stay competitive, SEO has become a vital tool for developing online recognition, qualified traffic acquisition, and enhancement of conversion rates. The research performs an SEO analysis of 21 rural tourism websites by applying the Ubersuggest tool, analyzing such key indicators as on-page SEO scores, organic traffic, keyword ranking, backlinks, and technical performance. The results identify wide SEO performance discrepancies, with some sites registering excellent practices and others with critical errors that impair the sites’ online recognizability. In particular, low word count, absent meta description, and loading speed issues are very much present. The research emphasizes the need for effective SEO methods, such as on-page maintenance, content creation, and link building, to advance search engine ranking and end-user experience. Moreover, the study emphasizes the necessity for rural tourism businesses to evolve and adapt to current SEO trends, i.e., voice search optimization and local SEO, in the changing digital business environment. The results provide recommendations for rural tourism businesses to develop their digital marketing activities and make progress online. 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

A review of the global history of tourism development reveals a strong connection between government involvement and the growth of the tourism industry. In China, tourism authorities are increasingly emphasizing the role of government service websites in advancing digital governance within the sector. Drawing on theories of public administration, resource dependence, and regional innovation systems, this study constructs an analytical framework to investigate the influencing mechanisms of government service websites on tourism development. Using data from the government tourism websites of 31 Chinese provinces, this study systematically examines, for the first time, the mediating role of tourism resources and the moderating effect of provincial economic competitiveness. Content analysis and keyword extraction techniques were employed to collect data on website service functions, tourism resources, and tourism development for the year 2023. These were analyzed using a PLS structural equation model. The results indicate that government website service functions positively, albeit modestly, promote tourism development, explaining 24.4% of the variance. Among service functions, public services (weight = 0.611) contribute significantly more than administrative management (0.368) and information management (0.238). Although the mediating effect of tourism resources did not reach statistical significance, internal structural analysis shows that cultural customs resources (0.512) contribute more to tourism development than water landscapes (0.443) and geological landscapes (0.338), highlighting the unique advantage of “soft resources” in a digital environment. Incorporating provincial economic competitiveness significantly increases the explanatory power of the model to 47.9%, with development level competitiveness (0.268) and government function competitiveness (0.267) playing the most prominent moderating roles. These findings suggest that the effectiveness of digital governance in promoting tourism development is shaped by multiple complex factors. Accordingly, governments should adopt differentiated digital strategies based on regional economic conditions and resource endowments, with a focus on enhancing public service functions, optimizing the digital representation of cultural resources, and strengthening regional economic foundations to fully unleash the industrial potential of digital governance. Full article

This research examines how sustainability driven innovation and performance factors influence Nepali tourism-oriented small and medium enterprises (SMEs) operating with limited resources. It investigates the relationships between entrepreneurial leadership (EL), network orientation (NO), and entrepreneurial orientation (EO) by integrating the Resource-Based View (RBV) and Strategic Fit Theory. The study positions strategic flexibility (SF) as a moderator between EL and NO in shaping startup performance (SP), with technological innovation capabilities (TIC) acting as a mediator. EO plays a critical role in startup success, helping businesses overcome resource constraints and adopt sustainable practices such as green technologies and energy-saving methods. Through TIC, SMEs convert strategic orientations into competitive advantages, enabling them to address environmental and social sustainability challenges. In Nepal’s fragmented tourism sector, NO and EL do not directly affect organizational performance. However, the findings confirm that SF’s adaptive capability bridges EL and SP, underscoring adaptability as a key driver of sustainable growth. The research provides valuable insights into tourism and entrepreneurship in resource-scarce settings, highlighting adaptive strategies and technological advancement as critical for resilience and long-term sustainability. To explain how tourism SMEs in resource-constrained contexts, such as Nepal, achieve sustainable growth, the study integrates the Resource-Based View (RBV) and Strategic Fit Theory. The findings indicate that strategic flexibility (SF) and technological innovation capabilities (TIC) play significant mediating and moderating roles in linking entrepreneurial strategies to performance within fragile ecosystems. While previous research has primarily focused on advanced economies, this study demonstrates how SF and TIC mediate entrepreneurial strategies in fragile environments, offering practical implications for sustainable development in emerging markets. Full article

The competitiveness of tourism destinations is a multidimensional concept encompassing natural and cultural resources, infrastructure, accessibility, and services that cater to an increasingly discerning tourism market. Business ecosystems enhance these competitive conditions by adapting to consumers seeking high-value, differentiated experiences. This study examined the relationship between accommodation supply and tourist expenditure in the Canary Islands based on a sample of 38,071 visitors from the 2024 Tourist Expenditure Survey (EGT) of the Canary Islands Statistics Institute. Using Python and R for statistical processing, the findings revealed distinct spending patterns across accommodation types, from five-star hotels to peer-to-peer rentals, demonstrating how supply diversification influences competitiveness. The results reinforce prior research on the significance of investing in infrastructure, technology, and human capital to optimise the tourist experience. Tourist expenditure serves as an indicator of competitiveness, reflecting visitor preferences and the destination’s capacity to meet them. Accommodation choice is identified as a key determinant of spending patterns and their distribution within the local economy. This study provides an analytical basis for evaluating tourism strategies, emphasising the strategic importance of accommodation heterogeneity. It advances methodological understanding of tourist spending behaviour, offering a practical framework for destination development and strategic planning. Full article

Non-fungible tokens (NFTs) represent a promising application of blockchain technology that can potentially disrupt various sectors, mainly tourism. While there have been conceptual discussions regarding the opportunities and challenges of utilizing NFTs for purposes such as digital souvenirs, ticketing, loyalty programs, and conservation initiatives, there remains a significant need for a robust methodological framework to assess the impact of real-world NFT implementations empirically. This paper presents the methodological foundation of ongoing research. It proposes a comprehensive approach to researching NFT initiatives within the tourism sector, which includes data collection methods, analytical techniques, and the design of a workbench for monitoring key performance indicators (KPIs). The proposed framework combines quantitative and qualitative measures to capture the complex nature of NFT adoption, including financial performance, visitor engagement, user experience, and operational efficiency. By establishing standardized protocols and metrics, the proposed methodology aims to enable cross-study comparisons and contribute to developing the best practices for leveraging NFTs in the tourism industry. The work highlights the potential of NFTs to enhance visitor experiences, generate new revenue streams, and promote destinations as tech-savvy hubs, while also addressing ethical and sustainability concerns. The conclusion emphasizes the importance of a structured approach to evaluating NFTs initiatives, which can provide valuable insights for tourism organizations seeking to innovate and remain competitive in a digital landscape. Future research should focus on validating the framework through real-world case studies, exploring additional applications of NFTs in tourism, and addressing challenges related to data availability, technological integration, and stakeholder collaboration. Full article

This study investigates the coupling and coordination between resilience and efficiency in promoting the sustainable development of tourism economies, using the Beijing–Tianjin–Hebei urban agglomeration as a case study. The study employs an integrated approach combining the improved CRITIC-Entropy method, super-efficiency SBM model, and coupling coordination degree model to measure the coupling coordination degree between tourism economic resilience and efficiency, examining their spatiotemporal evolution. Further, a PVAR model is used to explore the bidirectional dynamic relationship between resilience and efficiency. The findings indicate that the coupling coordination between tourism economic resilience and efficiency in the Beijing–Tianjin–Hebei urban agglomeration has evolved from a “coordination transition stage (2011–2012)” to a “coordination development stage (2013–2020)”, showing a trend towards positive coordination. Spatial analysis reveals significant regional differences, with Beijing and Tianjin having higher coupling coordination levels than Hebei Province, demonstrating the radiating effect of core cities, while the overall level within Hebei’s cities still needs improvement. The study confirms a positive interaction between tourism economic resilience and efficiency, with both exhibiting self-enhancing mechanisms. This research highlights the importance of balancing resilience and efficiency for sustainable tourism economic development. It offers valuable insights for policymakers and regional planners to enhance the adaptability and competitiveness of tourism economies in response to external shocks, contributing to the long-term sustainability of the industry. Full article

Tourism is a key component of many global cities, contributing to their development. This paper examines the relationship between the Travel and Tourism Development Index (TTDI) and the Presence of Global Cities (PGC). Using linear regression models, we analyzed this relationship across different regions and income groups based on a sample of 119 countries, focusing on how variations in PGC are associated with changes in TTDI scores. We analyzed data and results from 2019 (pre-COVID-19), 2021 (during COVID-19), and 2024 (post-COVID-19). The analysis revealed a consistent positive relationship between the PGC and the TTDI across these years, suggesting that countries with higher PGC levels generally achieve higher TTDI scores, emphasizing the important role of global city performance in tourism development. Moreover, the results indicated that while the relationship between global city performance and tourism development is stable over time, it varies across regions and income groups. These findings underscore the importance of global city performance in boosting tourism development and competitiveness, offering valuable insights for policymakers and guiding future research. Full article

Rural tourism and agritourism are essential drivers of sustainable economic development in mountain regions, generating income opportunities while preserving cultural and natural heritage. The North-West region of Romania has significant potential in this sector. Yet, tourism development is unevenly distributed, and the integration of local economic activities remains limited, an imbalance that reduces the overall impact of tourism on regional sustainability and economic resilience. To assess viable strategies for agritourism development, the study applies the TOPSIS method, evaluating four key criteria: infrastructure accessibility, diversity of tourism experiences, service quality, and long-term economic sustainability. A survey was conducted with 102 respondents, and the collected data were analyzed using the TOPSIS framework to determine the most effective development approaches. The findings indicated that the ecotourism trails represent the most favorable strategy (Ci = 0.678), followed by promoting local products within tourism (Ci = 0.602) and expanding rural guesthouses (Ci = 0.467). In contrast, integrated tourism packages and tourist information centers ranked lower, suggesting that infrastructure investment and the strategic use of local resources should be prioritized. These insights provide practical recommendations for policymakers, investors, and local stakeholders, emphasizing the need for targeted support in ecotourism and rural economic initiatives. Furthermore, the study contributes to academic research by offering a structured, replicable approach to evaluating rural tourism development. By highlighting sustainable investment directions, the findings support efforts to enhance Romania’s rural tourism competitiveness while fostering economic growth in mountain regions. Full article

This study examines how participation in the Thessaloniki International Fair (T.I.F.) influences exhibitors’ satisfaction and loyalty toward the host city of Thessaloniki. It investigates factors such as event organization, logistical support, business networking opportunities, and exhibitors’ interactions with local infrastructure and services. Using social exchange theory (S.E.T.) as a framework, this research investigates how positive exchanges, including cultural experiences, local hospitality, and professional interactions at the fair, drive destination loyalty. A mixed-methods approach was used, combining quantitative surveys and qualitative interviews with German exhibitors, to capture comprehensive insights into the factors shaping their perceptions. Results indicate high satisfaction with Thessaloniki’s cultural and culinary offerings, with local hospitality emerging as a significant factor in fostering emotional connections and loyalty intentions. However, transportation and accessibility were identified as areas for improvement, as these logistical issues detract from the overall experience and impose perceived ‘costs’ within the exchange. The findings highlight these factors’ roles in shaping destination loyalty and offer actionable recommendations for improving exhibitor experiences. The findings emphasize the broader implications for urban development, highlighting how trade fairs can serve as catalysts for city branding and infrastructural improvements, thereby strengthening Thessaloniki’s position in the competitive M.I.C.E. tourism sector. Full article

Rural tourism has become a crucial engine of economic growth in traditional villages, with numerous regions completing planning and development stages. However, along with the growth of tourism, challenges such as cultural conflicts, resource competition, and conflicting interests have emerged, threatening the long-term sustainability of tourism in these villages. Based on the unique characteristics of traditional villages, this study proposes a stakeholder-centered system design approach to address and improve these issues. This approach focuses on governing existing traditional village systems by constructing a stakeholder interest map through an analysis of the behavioral traits and interest demands of key stakeholders and identifying the main factors that hinder the flow of benefits. Furthermore, a large-scale symbiotic model is developed to explore the optimal path for the rebalancing of interests within traditional village systems. In terms of practical research, the study takes Gangtou Village in Guangzhou, Guangdong Province, China, as a case study. Through interviews, expert consultations, and tracking experiments, the research comprehensively analyzes the interests and flows of stakeholders within the system. A symbiotic interest model is collaboratively established, and based on this model, a redesigned planning scheme for Gangtou Village is proposed. In the design validation phase, expert ratings and the Wilcoxon non-parametric test were employed to compare the sustainability of the new and old plans. The results indicate that the new plan outperforms the old one, thereby validating the feasibility of the proposed holistic system design approach. Full article

In the context of increased competition and unpredictable external circumstances, understanding the needs and demands of consumers has become a decisive factor in meeting their expectations, which affects the competitiveness of tourism enterprises. Changes in consumer behavior, driven by heightened risks, necessitate rethinking the approaches to shaping the value proposition of tourism products. This article aims to identify the factors that must be considered when forming a value proposition for tourism consumers by determining the impact index of various factors (especially the risks) on tourism product choices. It was suggested and proven that safety is crucial in creating a value proposition in times of heightened risks. This study used Ukraine as an example to develop a conceptual approach to creating a value proposition for tourists during times of increased risks by determining the impact index of various factors (components of the tourism product, components of tourism services, and tourism risks) on the choice of tourism product. Additionally, based on the survey results in Ukraine, the weighting coefficients of each factor were calculated, and the overall impact indices of each group of factors on consumer choice were determined. The study results allowed for conclusions about the new consumer requirements and expectations for developing effective strategies. Compared with other methods, we considered tourism products and services and tourism risks, which allowed us to obtain more accurate valuation results. The approach and the study’s results can be used in other markets with high risks and unpredictability. Full article