Search Results (91)

Understanding the factors that drive green buying intentions has become critical, as environmental issues continue to rise globally. The study investigates the influence of environmental commitment and green motivation on environmental identity and green purchasing intentions. Additionally, it assesses the mediating role of environmental identity in the relationships between environmental commitment, green motivation, and green purchasing intentions. Moreover, it examines the moderating effect of eco-conscious behaviour on the relationships between environmental commitment, green motivation, green identity, and green purchasing intentions. A total of 440 participants, who stayed in high-rate hotels in Sharm el-Sheikh, were asked to fill out the survey distributed. (PLS-SEM) was used to analyze data. The study outcomes confirmed that environmental commitment and green motivation significantly affect green identity and purchasing behavior. Besides, the results showed the essential mediator contribution of the environmental identity between environmental commitment and green motivation. In addition, it explains eco-conscious behavior as a moderator between the previously mentioned variables. The study contributes to the existing tourism literature by demonstrating the impact of green commitment and environmental motivation on making choices to buy eco-friendly products. Moreover, the results hold significant implications for researchers, policymakers, and tourism stakeholders. Full article

As health and well-being become central concerns in the post-pandemic tourism landscape, health tourism is evolving to prioritize not only physical recovery but also psychological engagement and emotional value. This study explores how gamified design can enhance tourist participation and experience quality within health-related tourism contexts. By integrating theories from tourism psychology and game-based experience design, a structural equation model is proposed to examine the relationships among memorable tourism experiences, tourist motivation, game design elements, flow experience, and perceived value, and their joint influence on behavioral intention. Data collected from tourists who engaged in gamified experiences were analyzed using structural equation modeling (SEM) techniques. The results identify a dynamic “participation–immersion–value” mechanism, in which gameful design fosters flow and perceived value, thereby mediating gamification’s impact on behavioral intention. These findings offer valuable insights for health tourism developers and experience designers seeking to create emotionally engaging, motivating, and sustainable visitor experiences in the context of health and well-being. Full article

The purpose of this study is to reveal the characteristics of wine tourists by determining their demographic and psychographic profiles, the effects of their travel motivations and lifestyles on their attitudes towards wine tourism, and the relationships between their demographic characteristics and attitudes. Based on a quantitative approach, study data were collected using a questionnaire. The sample consists of tourists who had visited a winery or participated in the vintage in a wine destination. Wine tourists’ principal motivations were pull factors and wine-related motivations. Their attitudes towards wine consumption had higher mean values than attitudes towards info-seeking, meaning that wine tourists preferred to taste wine and shop from wineries more than learn about wine. Regarding lifestyles, they were mostly innovators and experiencers. For destinations like Türkiye, wine tourism is a significant economic and sociocultural development tool. It is the first study to identify the wine tourists’ profile based on VALS-2, thereby providing a different perspective for the literature. Full article

Visitor motivation and experience are essential concepts for both tourism researchers and practitioners. However, there is a structural difference between motivation and experience. How visitor motivation and experience interact and influence visitor satisfaction remains unknown. This study addressed these topics by investigating visitors to Kobe Chinatown, an imitation tourist spot in East Japan. The study collected the answers from 210 online and onsite participants via a structured questionnaire (April–November 2024). The outcomes showed that one motivation factor (interpersonal seeking) was significantly associated with two experience factors (cognitive: β = 0.279, p = 0.003 and affective: β = 0.660, p = 0.000); however, the prior literature review of research on imitation destinations suggested that two other motivation factors (personal escaping and personal seeking) would also be present in the association. In addition, this study also identified that both experience factors significantly predicted visitor satisfaction (cognitive: β = 0.482, p = 0.000 and affective: β = 0.340, p = 0.005) while motivation did not. The issue with the conceptualization of motivation and the essentiality of experience was discussed based on these observations. Implications for sustaining and promoting imitation destinations were also generated. Full article

This study examines the key factors that influence tourists’ perceptions of destination quality and loyalty in the context of adventure tourism in Santa Elena, Ecuador, an emerging destination in Latin America. A quantitative approach was used, with data collected through an online questionnaire completed by 318 participants. Structural equation modeling was conducted using SmartPLS 4 to examine the relationships between motivational constructs (intellectual curiosity, health assurance, stress relief, physical condition, and social connection), perceived destination quality, and loyalty. The findings reveal that health assurance (β = 0.395, p < 0.001), stress relief (β = 0.417, p < 0.001), and intellectual curiosity (β = 0.143, p = 0.010) significantly influence perceived destination quality, while social connection and physical condition did not show significant effects. Moreover, perceived destination quality strongly predicts tourist loyalty (β = 0.634, p < 0.001). The model explains 63.5% of the variance in destination quality and 48.1% of that in loyalty. These results highlight the importance of post-pandemic health concerns, emotional well-being, and intellectual engagement as drivers of satisfaction and loyalty in adventure tourism. While existing research has largely focused on motivations and quality perceptions in adventure tourism within developed regions, studies in post-pandemic settings across Latin America—especially using validated structural models—remain scarce. This study also contributes to filling a gap in the literature by analyzing post-pandemic tourist behavior in Latin America, an underexplored context in existing research on sustainable and adventure tourism. The findings offer theoretical contributions to the field of adventure tourism and practical recommendations for destination managers seeking to enhance their competitiveness and visitor retention in the post-pandemic context. Full article

Rural tourism is growing as travelers seek authentic experiences with local traditions, culture, and heritage. This form of tourism plays a key role in the sustainable development of rural areas by effectively utilizing rural resources. To ensure its continued success, best practices must be adopted to enhance the visitor experience while ensuring long-term viability. Research on rural tourism in the villages of Sremski Karlovci, Irig, and Vrdnik in Fruška Gora (Serbia) and Pienza, Montalcino, and San Gimignano in Tuscany (Italy), involving 357 tourists, identified four key factors influencing their experiences: ‘Organic Heritage’, ‘Authentic Comfort’, ‘Authentic Flavors’, and ‘Warm Farmstead’. These factors show that the motivations driving tourists to rural destinations and village accommodations are universal. However, Tuscan villages attract more tourists due to their superior infrastructure, diversified offerings, and strong international promotion, attracting wealthier tourists who tend to stay longer and spend more. Stakeholder research (58 participants) confirmed that Fruška Gora must improve infrastructure, diversify experiences, and strengthen promotional efforts to enhance sustainability and competitiveness. These changes are essential for the long-term success of rural tourism businesses in the future. Full article

The concept of gaming is universal and familiar to students worldwide. Gamification involves integrating game elements and mechanics into non-game environments, making it a valuable tool for enhancing user engagement and motivation in Human–Computer Interaction. This approach is particularly valuable for primary school education. Students are exposed to a great deal of information daily. This contains several inaccuracies and misinformation regarding the tourism sector. Our research is being conducted as part of the Computer Science course to help students aged 9 to 12 understand the concept of fake news in the context of tourism. Bilingual students brought valuable perspectives to the classroom, especially during discussions about cultural representation and media bias. Incorporating intercultural communication into learning activities helped these students enhance their language and critical thinking skills while navigating various cultural contexts. We used an application with gamification elements to engage the students and enhance their learning experience. We evaluated user experience and usability using quantitative methods through questionnaires. The results revealed that students found the application easy to use and had a positive experience with it. This study assessed the effectiveness of the educational intervention by comparing pre-test and post-test scores on a Likert scale on four key questions. The intervention was largely successful in enhancing student outcomes. These findings suggest that participants not only maintained stable information literacy behaviors over time but also showed improvements in critical evaluation and skepticism. Full article

This study investigates the relationship between demographic factors and travel motivations among Generation Z leisure tourists through the lens of the Travel Career Pattern (TCP) theory. More specifically, the research focuses on how gender, age, and area of residence influence the travel motivations of Generation Z. Using a quantitative approach, data were collected from 303 respondents aged 18 to 28 through an online survey. The questionnaire assessed 14 motivational factors and analyzed them in relation to the participants’ demographic characteristics using linear regression models. Results indicate that gender and age significantly influence travel motivations, with women showing higher interest in personal development and social relationships, while men prioritize nature and adventure. Furthermore, rural residents exhibit greater motivation for autonomy, self-development and self-realization, while urban residents lean towards novelty and social interactions. The findings offer valuable insights for tourism marketers, emphasizing the importance of creating segmented marketing campaigns based on demographic factors. It also contributed to overcoming the lack of studies that specifically cover this interrelation between the motivational factors of Generation Z and the demographic factors of age, gender and area of residence. Nevertheless, this study also has limitations, such as the use of a non-representative sample and the focus on quantitative methods, suggesting that future research should adopt qualitative approaches and examine additional demographic variables to gain deeper insights into youth travel motivations. Full article

The motivational dimensions of volunteer tourists have been a focal point of scholarly debate, closely aligning with their prosocial orientations. Limited attention has been given to examining these relationships through the lens of identity formation among young tourists. To address this gap, this study conducted a two-wave longitudinal investigation into the linkage between volunteer tourists’ self-determined motivation and their prosocial orientation, with identity processing styles serving as a mediator. The sample (n = 291) consisted of freshmen and sophomores participating in a volunteer teaching program during the summer of 2024. We measured the variables of interest both before and after their attendance. In addition to direct effects, our findings observed two significant indirect pathways: (1) Wave 1 autonomous motivation was positively associated with an informational identity style at Wave 1, which predicted Wave 2 other-oriented helping tendency; and (2) Wave 1 controlled motivation was positively related to a normative identity style at Wave 1, which accounted for self-oriented helping propensity at Wave 2. Furthermore, the first relationship was uni-directional, as the coefficient for the reverse pathway (i.e., Wave 1 other-oriented helping → Wave 1 informational identity style → Wave 2 autonomous motivation) was not significant. In contrast, the second relationship was bi-directional, wherein Wave 1 self-oriented helping was positively associated with a normative identity style at Wave 1, which subsequently predicted Wave 2 controlled motivation. Taken together, our study contributes to the literature on altruistic motives, prosocial behavior, identity development, and volunteer tourism. Full article

This study investigates factors influencing Chinese travelers’ behavior in sharing travel experiences on social media, using the frameworks of Perceived Value Theory, the Theory of Reasoned Action, and Social Influence Theory. This study aims to explore the intrinsic motivations and social factors that drive individuals to engage in sharing travel experiences and examine how these factors, along with personal characteristics, influence this behavior. Data from 489 participants were collected using a structured survey method and indicate that convenience value, emotional value, attitude, subjective norm, social identity, and group norm significantly affect sharing behavior, while monetary and social values do not. Additionally, personality traits such as openness, agreeableness, and conscientiousness moderate the relationship between these values and the sharing behavior. This study contributes to the literature by providing a deeper understanding of the motivations underlying travel experience-sharing on social media in China and by examining how both intrinsic motivations and social influences affect this behavior. The findings offer practical implications for tourism marketers to prioritize seamless digital platforms, emotionally engaging experiences, and personalized campaigns. Governments can support these efforts by promoting policies that enhance platform convenience and foster social engagement. Focusing on Chinese travelers, this research also provides a cross-cultural perspective, deepening the theoretical understanding of travel experience-sharing. Full article

This study extends the theory of planned behavior (TPB) to examine behavioral intentions for attending on-site e-sports events during the COVID-19 pandemic, integrating perceived risk, non-pharmaceutical interventions (NPIs), and past behavior as contextual determinants. Specifically, it aims to identify effective strategies for maintaining event attendance intention despite unpredictable external shocks, thereby contributing to the sustainability and resilience of the event tourism industry. Using structural equation modeling, survey data from 415 Chinese League of Legends fans were analyzed to explore how pandemic-specific factors reshape traditional TPB frameworks in a sustainable tourism context. The findings revealed that NPIs (β = 0.368, p < 0.001), perceived behavioral control (β = 0.225, p < 0.001), and prior event attendance (β = 0.404, p < 0.001) were significant predictors of participation intent. In contrast, attitudes and subjective norms showed no significant influence, likely due to the homogeneous enthusiasm of the sampled Generation Z cohort. Notably, heightened perceived COVID-19 risk motivated attendees to adopt NPIs (e.g., masking, sanitization), indirectly bolstering participation intentions by alleviating safety concerns. Furthermore, frequent past attendance fostered habitual engagement, reducing reliance on deliberate decision-making. These insights advance the TPB and offer actionable strategies for event managers seeking sustainable solutions for maintaining participant engagement and economic resilience amid external disruptions. Full article

Effective volunteer management in sports tourism events depends on understanding motivations, segmenting profiles, and fostering satisfaction to ensure continuity and event success. The purpose of this study was to examine volunteer motivation, investigate differences in motivation based on gender and age, and identify key predictors of the intention to continue volunteering. The sample consisted of 390 participants (199 men, 191 women) aged from 18 to 68 who volunteered for the Madeira Island Ultra Trail (MIUT) and completed a survey one week following the event. Seven motivational dimensions were assessed using a questionnaire: community participation, personal development, job opportunities, volunteering tradition, esteem, egoism, and personal experiences. The results show that community participation (4.00 ± 0.79) and personal experiences (3.62 ± 0.82) were the most valued motivations, while job opportunities were the least valued (2.04 ± 1.05). Gender differences were found in some dimensions, with women generally rating motivations higher, except for job opportunities. Age also influenced motivation, with younger participants (<35 years) showing higher ratings for most dimensions. A multiple linear regression analysis identified community participation (ß = 0.311; p < 0.001), personal experiences (ß = 0.289; p < 0.001), egoism (ß = −0.215; p = 0.006), volunteering tradition (ß = 0.126; p = 0.023), and age (ß = 0.133; p < 0.001) as significant predictors of the intention to repeat volunteering. The findings highlight the role of volunteers in promoting the event and the region as a sports tourism destination, emphasizing the importance of volunteer retention for event and destination success. Full article

The tourism sector thrives on a comprehensive understanding of the factors that motivate individuals to explore new destinations. Identifying the push and pull factors that drive travel decisions is essential for analyzing tourist behavior and recognizing the external constraints that tourism enterprises and destinations must consider. Adopting a sustainable approach to these motivational forces underscores the need to balance tourism growth with the preservation of destinations, the well-being of local communities, and responsible travel practices. Push and pull factors in tourism are inherently linked to the emotional states that travelers experience throughout the decision-making process, from the initial intention to travel to the post-trip evaluation. The sector prospers by understanding the reasons that inspire individuals to discover new places. Determining these motivational factors is crucial for comprehending tourist behavior and addressing the external limitations that tourism businesses and destinations must navigate. A sustainability-focused approach highlights the significance of aligning tourism growth with destination preservation and community well-being, ensuring a responsible and enduring tourism model. This study aims to examine the impact of positive and negative emotions on push and pull motivational factors across different phases of the COVID-19 pandemic, adopting a sustainability perspective. The research was structured into four empirical studies: (i) pre-pandemic phase, involving a sample of 508 tourists; (ii) pandemic phase, with data collected from 507 participants; (iii) post-pandemic phase, comprising 488 respondents; (iv) comparative analysis, assessing variations across the three periods. The results indicate that emotional states exert a significant influence on push and pull motivational factors, with variations observed depending on the period of data collection: before, during, and after the COVID-19 pandemic. However, while emotions exhibited fluctuations across the three phases, push and pull factors demonstrated relative stability over time. These findings emphasize the critical role of emotional experiences in shaping travel motivations, highlighting the interplay between psychological drivers and destination attributes. This understanding is essential for tourism businesses and policymakers to develop strategies that align with evolving traveler expectations while promoting sustainable and responsible tourism practices. Full article

Heritage education has been marked over the years using expository methodologies, as well as by a heritage education that hardly considers intangible assets. In the face of these limitations, there are continuous calls for a transformation of heritage education, which requires significant changes in teacher training. This transformation requires the incorporation of active methodologies that increase student participation, stimulate their interest and facilitate the understanding of heritage from an integrative perspective. In this context, the results of a didactic intervention that implements a role-playing strategy with teachers in training are presented. The objective is to validate the potential of this didactic strategy in heritage education. Specifically, the activity addresses the current social problems related to the loss of traditional crafts, as a representative part of intangible heritage. For this purpose, five situations were selected for the students to represent after a group research process: old Mesta cattle breeders, cork extractors, charcoal burners, the problem of large landowners and the possibilities of rural tourism for the knowledge of intangible heritage. Eighty-seven interviews were conducted to learn about their perception of the methodology. The results show that role-playing is an effective strategy for learning about heritage. It proved to be a motivating and effective strategy for understanding complex historical issues, as well as for developing the capacity for reflection and critical thinking. Full article

As rational economic beings, economic gains in behavior influence consumers. Consequently, rewards influence consumer behavior, which leads to altruism and warm traits. This motivates consumers to enhance their willingness to behave in a pro-social way. Previous studies demonstrate that rewards can positively influence the environmentally conscious consumption behavior of consumers. However, their impact on the willingness of tourists to adopt low-carbon behavior is overlooked. Promoting low-carbon behavior, incentive services are becoming increasingly prevalent in tourism. Encouraging tourists to start behaving in a low-carbon way is of particular importance for sustainable tourism. Authors have combined rewards and the low-carbon behavioral intentions of tourists based on stimulus–organism–response theory to explore the positive emotions of tourists triggered by rewards. This theory posits that positive emotions will further boost tourist willingness to engage in low-carbon behavior. Thus, we conducted three experiments to investigate three key areas, namely, the role of rewards in influencing tourists’ willingness to become involved in low-carbon behavior, the impact of rewards on the generation of positive emotions, and the impact of positive emotions with regard to the readiness to become involved low-carbon behaviors. The results indicate that rewards exert a positive effect on emotions, which influences the inclination to engage in environmentally friendly behavior. Additionally, the extent of environmental knowledge moderates the willingness to participate in such activities. This paper provides original insights into the factors influencing the willingness of tourists to participate in low-carbon practices and provides valuable managerial guidance for the sustainable development of tourism. Full article