Search Results (367)

Amid global warming, mountain forests increasingly serve as summer climate shelters, yet the behavioral logic of forest sojourning extends beyond mere heat avoidance. This study employs a grounded theory approach, based on semi-structured in-depth interviews with 30 summer forest sojourners in Lingchuan County, China, to construct a theoretical model of the “dual-pathway driving mechanism for psychophysical state transition.” The findings reveal three interconnected dimensions. First, forest sojourning is associated with two intertwined motivational pathways—heat avoidance (damage aversion) and wellness pursuit (benefit seeking)—forming a nested structure where heat avoidance is the surface layer and wellness pursuit the underlying driver, with participants retrospectively describing a perceived shift in motivational salience as their sojourn deepened. Second, psychophysical restoration is perceived by participants as emerging from a synergy of environmental perception, activity experience, and companionship interaction, as a conceptual heuristic formula formally expressed as Restorative Effect ≈ Environmental Perception × Activity Experience × Companionship Interaction. Third, the core value of forest sojourning lies in enabling a fundamental existential state transition from “fast-paced survival” to “slow-living being,” which becomes internalized as value identification with pristine ecology and opposition to over-commercialization, crystallizing into normative expectations for destination development. This model extends push-pull theory in wellness tourism, advances restorative mechanisms research within Attention Restoration Theory, and redirects tourism value inquiry from experience evaluation toward existential states, providing theoretical foundations for the sustainable planning of forest wellness destinations. Full article

Wine tourism is a form of tourism of growing importance, and understanding it requires a joint analysis of the psychosocial factors associated with visitor behaviour. The aim of this study is to analyse the relationships between motivation, perceived quality, satisfaction and loyalty amongst visitors to the Montilla-Moriles Wine Route, by comparing the patterns observed in men and women. A quantitative, non-experimental, cross-sectional study was conducted with a sample of 671 wine tourists (331 men and 340 women), selected using non-probabilistic convenience sampling. The relationships between the constructs were analysed using multi-group structural equation models, following an assessment of the reliability, validity and metric invariance of the measurement model. The results show that perceived quality and satisfaction are positively and statistically significantly associated with motivation in both groups, whilst loyalty does not show a significant association with this variable. Although the relational structure is similar between men and women, descriptive variations are observed in the magnitude of certain associations: perceived quality carries greater relative weight among men, whilst satisfaction is comparatively more significant among women. These variations do not allow us to conclude that there are statistically significant differences between the two groups. The findings reinforce the multidimensional nature of the wine tourism experience and have implications for the design of experiences tailored to the diversity of visitors. Full article

Event-based tourism in coastal communities has primarily been studied through economic indicators such as visitor numbers, tourist spending, and multiplier effects, while research on small-scale recurring events driven by non-economic motivations remains limited. This study aims to uncover the meanings behind tourism event practices in coastal fishing communities in Polewali Mandar Regency, West Sulawesi, Indonesia. A qualitative approach with an interpretive ethnographic design was employed, with data collected through participant observation, in-depth interviews, and documentation of four annual events, namely Sandeq Race, Malauyung, Pammunuang, and Mallampei, held across three coastal villages. The findings reveal that event-based tourism in Polewali Mandar takes two primary forms: competition-based and religious-activity-based tourism. Neither form is driven by economic calculation; both are sustained by communal pride in maritime cultural heritage, institutionalized spiritual obligations, and binding social norms. These events function simultaneously as arenas for affirming maritime cultural identity, mechanisms for reproducing social solidarity, spaces for intergenerational knowledge transmission, and vehicles for safeguarding intangible cultural heritage (ICH), most notably through the close interdependence between the Sandeq Race and its underlying traditional boat-building practice. The study further finds that these events attract a distinct typology of visitors, ranging from local residents and domestic tourists with kinship ties to the host villages, to a modest but consistent stream of international tourists, and that their sustainability reflects a form of informal Community-Based Tourism (CBT) rooted in intrinsic social capital rather than institutional or industry-driven development. This study proposes the concept of pride-driven small-scale event tourism, referring to small-scale event tourism sustained by communal pride in cultural heritage and religious tradition rather than economic orientation, thereby expanding event tourism, religious tourism, and the CBT literature by foregrounding non-material dimensions as central to understanding coastal community-based tourism practices. Full article

Responsible tourism practices are essential for sustainable tourism development, yet evidence on their implementation across different types of tourism enterprises remains limited. This study examines reported responsible tourism practices, together with the motivations and barriers influencing their implementation among tourism enterprises in Kien Giang province, Vietnam. A mixed-methods approach was employed, involving focus group discussions with 24 participants to develop the measurement indicators and a questionnaire survey of 125 tourism business representatives and 70 employees. Descriptive analysis revealed that only a few responsible tourism practices were reported at very high levels, including employee welfare, customer protection, fair recruitment, price transparency, avoidance of legally protected wild flora and fauna, and the provision of multiple waste bins. Most economic, social, and environmental practices were reported at lower levels, indicating substantial room for improvement. The main motivations were environmental protection, long-term business sustainability, tourist satisfaction, operational efficiency, and ethical responsibility, whereas inadequate training, limited awareness, insufficient implementation knowledge, and weak institutional support were the principal barriers. These findings suggest that targeted capacity building and stronger institutional support are needed to address implementation gaps and strengthen responsible tourism practices in Kien Giang province and other emerging tourism destinations. Full article

Tourism is a complex economic activity all over the world shaped by distinct local resources: culture, nature, industrial heritage, urban ambiance, place-based uniqueness, and geographical accessibility. The simultaneous governance and management of economic growth motives, preservation of the cultural heritage base, and respect for nature and ecological quality calls for an evidence-based and multi-faceted policy analysis that seeks to achieve sustainable development among conflicting policy objectives in tourist areas. The present paper seeks to explore the feasibility of a sustainable balance for various heterogeneous cultural heritage areas in Europe (‘urban pilot regions’), with particular attention to sustainable local development characterized by circular economic objectives and an ecological balance strategy based on the principle of stakeholders’ co-creation. The paper addresses the knowledge gap between generic policy aims and site-specific views of actors or visitors. To that end, an extensive survey experiment was administered in the urban regions concerned, in which a wide range of relevant management issues/questions related to environmental preferences and perceptions were posed to stakeholders and visitors. The data were analyzed by means of a novel respondent-oriented multivariate statistical tool, viz. Generalized Q-Analysis, which is suitable for handling big databases with many respondents. The paper shows that the application of Generalized Q-Analysis to common survey data enriches the results from the application of a conventional Q-Analysis. Furthermore, the study also highlights that, based on the views expressed by the surveyed visitors, the tourist areas concerned are quite different from each other in attracting specific classes of visitors. Therefore, functional specialization in the tourist sector seems to be an important anchor point for effective governance of urban tourism, not only in Europe, but also elsewhere in the world. Full article

Drawing on self-determination theory (SDT) and service-dominant logic (SDL), this study examines how stress-relief-oriented escape, self-fulfillment, and digital information environments are associated with emotion value co-creation among Generation Z cultural heritage tourists. Survey data from 457 adult Generation Z tourists who had visited cultural heritage destinations in Shanxi Province, China, were analyzed using partial least squares structural equation modeling. Stress-relief-oriented escape was negatively associated with both self-fulfillment and emotion value co-creation, while self-fulfillment was positively associated with emotion value co-creation and carried a significant indirect association between escape and emotion value co-creation. The moderation results revealed contrasting digital boundary conditions: higher media promotion progressively attenuated the negative escape relationships to statistical non-significance, whereas stronger GenAI personalization was associated with increasingly negative relationships. These findings extend tourism motivation research by positioning stress-relief-oriented escape as a recovery-oriented motivational starting condition whose implications depend on the experiential outcome considered. By integrating SDT and SDL, the study identifies self-fulfillment as a measured psychological pathway connecting motivational orientation with emotion value co-creation and shows that this relationship is conditioned differently by interpretive media and preference-adaptive GenAI environments. The findings offer implications for heritage communication and GenAI-enabled tourism design. Full article

Botanical tourism is a growing niche within nature-based travel, yet little is known about tourists who travel specifically to observe plants in their natural habitats. This study addresses this gap by examining the travel motivations of international botanical tourists visiting Turkey through the push–pull framework. A qualitative approach was adopted, and semi-structured interviews were conducted with 56 tourists recruited through a specialist botanical tour operator. Reflexive thematic analysis identified six push factors: biophilia and nature centrality, psychological escape, plant passion and identity, knowledge seeking, transformative experience, and ethical reflection. Five pull factors were also identified: professional guides, endemism, natural landscapes, seasonality, and remoteness and authenticity. The findings show that botanical tourism is an identity-based and knowledge-oriented form of travel in which personal motivations are closely linked to ecological destination attributes. The study extends push–pull theory and offers practical implications for guide training, endemic-route design, phenology-based itineraries, and conservation-sensitive tourism management. Full article

Studying sustainability in marine and coastal tourism within national parks is essential to balance visitor use with the conservation of fragile ecosystems and biodiversity. In this context, the Galápagos Archipelago is a major coastal and marine destination in Ecuador, recognized as a UNESCO World Heritage Site. The aim of this empirical study was (i) to identify the principal motivational dimensions in sustainable coastal and marine destinations; (ii) to determine which motivations significantly predict tourist satisfaction in these contexts; and (iii) to establish which motivations influence loyalty in sustainable coastal and marine destinations. The research was conducted in situ, obtaining 407 valid questionnaires. Multiple regression analysis and exploratory factor analysis were applied. The results reveal six motivational factors: learning; heritage and nature; sun and beach; sports; authentic coastal experience; novelty; and social interaction. The motivation that most strongly predicts satisfaction is heritage and nature, followed by novelty. Likewise, the motivation that most strongly predicts loyalty is heritage and nature, with additional influence from sun and beach and sports motivations. These findings provide practical guidance for the development of sustainable destination management plans and contribute to the academic literature on sustainability, satisfaction, and loyalty in coastal and marine tourism contexts. Full article

Although recreational experience segmentation is widely used in coastal tourism research, existing motivational frameworks have been developed primarily in island and protected-area destinations, leaving urban, open-access, developing-country contexts theoretically underexplored. This study addresses that gap by identifying the dimensions of recreational experience and market segments for the city of Salinas, Ecuador—an accessible, family-oriented, urban coastal destination—to advance sustainable tourism management. Using a quantitative, cross-sectional design, data were collected through a structured questionnaire administered to 385 tourists; 374 cases with complete scale responses were retained for analysis. An exploratory factor analysis (EFA) identified seven motivational dimensions: environment and sustainable recreational resources, learning and knowledge, affective well-being and creative harmony, interest and enjoyment in the experience, aquatic natural resources and wildlife, cognitive stimulation and emotional connection, and hedonic well-being. A K-means cluster analysis, validated through the elbow method (inflection at k = 3) and silhouette coefficient (0.25), revealed three distinct tourist segments: intensive recreational tourists (n = 183; 48.9%), moderate recreational tourists (n = 136; 36.4%), and passive recreational tourists (n = 55; 14.7%). Chi-square tests confirmed significant associations between clusters and sociodemographic variables including gender, marital status, and number of visits. This study offers four theoretical contributions: it reports a more detailed motivational factor structure than previously documented three- and four-factor models for coastal destinations; it proposes recreational amotivation—grounded in self-determination theory—as a candidate visitor profile that merits further theoretical and empirical validation; it advances a destination-type-sensitive motivational framework; and it provides boundary condition evidence clarifying the contextual scope of recreational experience theory. These findings offer actionable segmentation tools for destination managers seeking to differentiate and sustain coastal tourism markets. Full article

Rural tourism destinations increasingly converge on standardized facilities and packaged landscapes, eroding the place-based distinctiveness that motivates rural travel. Although previous research has distinguished affective and cognitive experiential mechanisms, it remains unclear whether these pathways are differentially associated with sustainability-oriented and loyalty-related behavioral intentions. Addressing this gap, the present study examines how tourists’ perceptions of rural destinations are associated with these two forms of behavioral response. Building on the established distinction between affective and cognitive experiential mechanisms, two perceptual systems are linked to parallel affective and cognitive experiential routes to examine their distinct behavioral associations. An affective route, in which perceived locality and authenticity foster place attachment, and a cognitive route, in which perceptions of planning quality foster tourist satisfaction, are expected to specialize by outcome. Survey data were collected from 411 visitors to rural tourism destinations in Hainan, China, and analyzed using a latent-variable structural equation model with bias-corrected bootstrap tests of competing indirect effects. The results reveal a clear distinction between the two behavioral systems. Locality and authenticity are positively associated with place attachment, which in turn is associated with sustainable behavioral intention, whereas planning quality is positively associated with tourist satisfaction, which is associated with revisit and recommendation intention. The competing-mediation analysis further indicates that locality is associated with sustainable behavioral intention primarily through place attachment rather than satisfaction, and this affective pathway remains consistent across visitor-origin subgroups. Given the cross-sectional design, these relationships should be interpreted as associations rather than evidence of causality. The findings re-conceptualize locality as a measurable tourist perception and demonstrate that sustainability-oriented behavioral intention and loyalty-related intention represent distinct behavioral outcomes associated with different experiential pathways. For destination planners and managers, the findings suggest that strengthening authentic rural character may support sustainability-oriented behaviors, whereas improving the planning and service environment may encourage revisit and recommendation intentions. Full article

This study examines user responses to an AI travel assistant in a cross-border tourism service system. Moving beyond adoption-centered technology acceptance research, it conceptualizes these responses as a staged appraisal process in which social and experiential cues shape performance expectancy and effort expectancy, which then influence attitude and two behavioral outcomes: users’ willingness to accept AI and objections to AI. Cosmopolitanism is introduced as an individual-level boundary condition. Survey data were collected from 499 Chinese tourists holding valid South Korean tourist visas after they evaluated Visit Seoul AI, an official AI-based travel-planning tool. The hypotheses were tested using partial least squares structural equation modeling. The results show that social influence, hedonic motivation, and perceived anthropomorphism significantly affect performance expectancy and effort expectancy, which in turn shape attitude. Attitude increases usersf’ willingness to accept AI and reduces objections to AI, with a stronger effect on users’ willingness to accept AI. Cosmopolitanism strengthens the negative effect of hedonic motivation on effort expectancy. This study extends AIDUA to cross-border AI service systems and shows that users may both accept and object to AI travel assistants. Full article

In the published publication (Nguyen, 2026), there was an error regarding the affiliation; the author requested to only display his primary affiliation and remove the second affiliation (School of Marketing and International Business, Victoria University of Wellington, Wellington 6140, New Zealand) in the published article [...] Full article

Culinary tourism is increasingly conceptualized as a strategic domain of destination competitiveness, in which gastronomic experiences serve as mechanisms for cultural representation and localized value creation. However, existing research remains fragmented in explaining how multidimensional culinary motivations translate into specific consumption behaviors, particularly in emerging destinations. Addressing this gap, this study develops and tests a motivation–behavior linkage framework grounded in push–pull motivation theory, conceptualizing culinary motivations as heterogeneous drivers with differential effects on intention to purchase local food. A sequential mixed-methods design was employed, beginning with an initial qualitative phase to refine measurement constructs, followed by a quantitative survey of 396 domestic tourists with prior culinary experience in Vietnam’s Mekong Delta. Data were analyzed using reliability assessment, exploratory factor analysis, and multiple regression modeling. The findings reveal a differentiated structure of influence: cultural experience, sensory appeal, and health concerns significantly enhance purchase intention, with cultural experience and sensory appeal emerging as the most influential predictors. In contrast, interpersonal and prestige motivations are non-significant, indicating that experiential and functional values outweigh social-symbolic drivers in this context. The study contributes by advancing push–pull theory through a behavior-specific, mechanism-based linkage; identifying context-dependent boundary conditions in an emerging destination; and refining culinary motivation by distinguishing experiential–functional from social-symbolic drivers. These insights inform more targeted strategies for promoting local food consumption and sustainable culinary tourism development. Full article

In this study, the researchers aim to analyse the motivations of active golf tourists in Spain using the AFE-CFA-Cluster methodology. To this end, a survey was conducted in Spain amongst 381 players, both in person and online, who stated that they had undertaken one golf trip at least once in their lives. The survey consisted of three sections of questions: the first concerned preferences regarding both the destination and the golf courses; the second comprised 20 questions relating to motivations, divided into five categories: business opportunities, financial benefits, escape and relaxation, learning and challenge, and social interaction and camaraderie; and, finally, the third section focused on socio-demographic aspects. The results obtained from the exploratory factor analysis, which were subsequently confirmed by confirmatory factor analysis, revealed the composition of four motivational constructs: business opportunity, financial savings, escape and relaxation, and learning and challenge, resulting in a total of five homogeneous groups of golf tourists: experiential golfers, wellness-oriented golfers, multifunctional golfers, low-involvement golfers and learning-oriented golfers. These results may be useful for companies in the sector and marketing managers in defining the various existing segments of golf tourists and applying specific marketing strategies for each. Full article

Nature-based tourism is expanding rapidly, placing new pressures on fragile ecosystems and governance structures that were not designed for the intensity and diversity of today’s visitors. Despite this trend, protected areas face unique management constraints and rapid socio-environmental changes. While motivational segmentation of tourists can provide valuable information to policymakers, this subject remains understudied/under-researched. This study addresses the gap by examining the motivations, behaviours, and attitudes of visitors to Romania’s national and natural parks, using a structured survey (n = 509) and a two-step approach combining dimensionality reduction with visitor segmentation. Principal component analysis (PCA) reveals distinct motivational dimensions related to visitors’ desire for immersion in nature, wildlife observation and learning, active recreation, and social–cultural engagement. Based on these dimensions, three visitor segments emerge through cluster analysis, with significantly different patterns of landscape use, expectations of recreational services, and perceptions of interpretation media. This research provides practical insights for targeted communication, zoning, and adaptive governance and proposes integrating visitor typologies with park management to support sustainable rural development. The findings highlight how a nuanced understanding of tourist segments can inform more effective policy measures that balance recreational demand with the long-term protection of natural and cultural resources, offering practical value for the sustainable development of protected areas, local communities, and other stakeholders. Full article