Tourism and Hospitality

22 pages, 1640 KB

Open AccessArticle

The Mediating Role of Travel Destination Engagement in the Effects of Country Images on Consumer-Based Brand Equity of Dairy Products: Evidence from China

by Rongbin Yang, Roshnee Ramsaran and Santoso Wibowo

Tour. Hosp. 2025, 6(5), 225; https://doi.org/10.3390/tourhosp6050225 - 27 Oct 2025

Viewed by 150

Abstract

Food and agricultural products shape tourism by linking communities and regions to leisure travel. Consumers’ perceptions of a country and its food products can shape their attitudes and behaviors toward it as a travel destination. This study compares the effects of general country image (GCI), product–country image (PCI), and product image (PI) on Chinese dairy consumers’ engagement with the country of origin as a travel destination (TDE). It also tests whether TDE mediates the effects of country images on consumer-based brand equity (BEQ) for dairy products. We analyzed 573 valid online responses from mainland China, a major market for dairy products and outbound tourism, using covariance-based structural equation modeling (CB-SEM) in AMOS 31. The results identify TDE as a key factor that fully mediates the effect of GCI on BEQ. PCI and PI show both direct effects on BEQ and indirect effects through TDE. The proposed framework links country evaluations to destination engagement and brand outcomes, highlighting opportunities for integrated cross-sector promotion. This research is among the first to examine co-marketing between the tourism sector and the dairy industry through a country-image perspective. It provides practical guidance for cross-sector strategy and contributes to ongoing debates in both fields. Full article

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18 pages, 728 KB

Open AccessArticle

Fairness, Greenwashing, and Religious Centrality: Explaining Muslim Tourists’ Conservation Payment Intentions in a UNESCO Geopark

by Ihsan Ro’is, Mohammad Huzaini and Akhmad Jufri

Tour. Hosp. 2025, 6(5), 224; https://doi.org/10.3390/tourhosp6050224 - 26 Oct 2025

Viewed by 174

Abstract

This study examines how institutional signals shape Muslim tourists’ willingness to pay for conservation in the Rinjani–Lombok UNESCO Global Geopark, Indonesia. Drawing on justice theory, signaling theory, and Islamic stewardship principles, the model positions distributive and procedural justice as positive antecedents of trust in governance, while greenwashing functions as a negative signal. Trust is theorized as the proximal driver of willingness to pay, with perceived overtourism and Islamic religious centrality as contextual moderators. Data were collected through an on-site intercept survey of 235 Muslim tourists across major entry points and viewpoints in the geopark, with balanced coverage of weekdays, weekends, and time periods. Analysis was conducted using partial least squares structural equation modeling (PLS-SEM). Findings confirm that fairness strengthens trust, greenwashing undermines it, and trust significantly predicts willingness to contribute. The trust–payment link is weakened by overtourism but reinforced by religiosity, underscoring the role of credible and culturally resonant governance. Full article

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20 pages, 4280 KB

Open AccessArticle

Constraints of Rural Tourism’s Contribution to Local Economic Development and Intervention Mechanisms—Evidence from Shandong Province, China

by Amare Nega Wondirad, Yuanqi Cui, Yue Ma and Jingya Wang

Tour. Hosp. 2025, 6(5), 223; https://doi.org/10.3390/tourhosp6050223 - 24 Oct 2025

Viewed by 699

Abstract

For visitors who live in the modern, hectic, and bustling city life, rural destinations provide an alternative to escape in a serene environment. Rural tourism also promotes community development, rural restructuring, and capital redistribution. Prior studies paid little attention to the role that rural tourism plays in local economic development. Particularly, what hinders rural tourism’s contribution to sustainable local economic development is inadequately examined. To address this gap in the literature, the current study explores the contribution of rural tourism to local economic development, using Shandong Province as a context. Research participants perceive that rural tourism makes positive contributions to sustainable local economic development by increasing household income, facilitating capital redistribution, and promoting rural entrepreneurship. However, its contribution has been constrained by financial, structural, marketing, and technological factors. Research implications are discussed, and avenues for future research are suggested. Full article

(This article belongs to the Special Issue Challenges and Development Opportunities for Tourism in Rural Areas)

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26 pages, 1514 KB

Open AccessArticle

Scrolling the Menu, Posting the Meal: Digital Menu Effects on Foodstagramming Continuance

by Ibrahim A. Elshaer, Alaa M. S. Azazz, Rasha A. AL-Maaitah, Sameh Fayyad, Mahmoud Ahmed Salama and Mahmoud A. Mansour

Tour. Hosp. 2025, 6(5), 222; https://doi.org/10.3390/tourhosp6050222 - 23 Oct 2025

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Abstract

Grounded in the Stimulus–Organism–Response (SOR) framework, this study examines how digital menu design influences visitors’ continuance intention towards foodstagramming within hospitality settings. Specifically, the research investigates the direct and indirect roles of menu visual appeal (MVA) and menu informativeness (MI) as stimuli, desire for food (DoF) and cognitive fluency (CF) as organismic responses, and continuance intention towards foodstagramming (CIF) as the behavioral outcome. Data were collected through a Microsoft Forms administered via food-oriented social media platforms in Egypt that employ digital menus. A total of 404 valid responses were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings confirmed that both MVA and MI are significantly associated with DoF and CF, which in turn positively shape CIF. Moreover, DoF and CF mediate the relationships between menu design attributes (MVA and MI) and CIF, while Product design/visual design story congruency (PVC) strengthens the positive relationships between DoF and CF and CIF. Overall, the results highlighted the critical role of digital menu design in promoting customer engagement behaviours on social media. The study contributes to hospitality and tourism literature by integrating digital interface design with experiential dining research. It also offers practical implications for enhancing customer satisfaction and brand visibility through the strategic implementation of digital menus. Full article

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15 pages, 684 KB

Open AccessArticle

Do Travel and Tourism Agencies in Peru Promote Pro-Environmental Behaviors on Social Media? An Empirical Analysis

by Lloy Pinedo, María-del-Carmen Fernández-Trujillo, Mariela-Stacy Solano-Lavado, Luciano Scattolon-Huapaya, Patricia Villarroel-Soto and Nicol Quinto-Lazo

Tour. Hosp. 2025, 6(5), 221; https://doi.org/10.3390/tourhosp6050221 - 22 Oct 2025

Viewed by 332

Abstract

Tourism is a strategic sector for the Peruvian economy, yet it also generates negative environmental impacts, highlighting the need to foster pro-environmental behaviors. In this context, travel and tourism agencies, as intermediaries between supply and demand, play a key role in promoting sustainable practices, particularly through social media platforms. This study aimed to analyze the extent to which travel and tourism agencies in Peru promote pro-environmental behaviors in their digital publications. A quantitative approach was used, employing an observation guide to analyze social media posts on Facebook, Instagram, and TikTok from a random sample of 369 agencies registered with the Ministry of Foreign Trade and Tourism between March and May 2025. The results show that although most agencies maintain an active presence on social media, primarily on Facebook and Instagram, the frequency of pro-environmental publications is low. Inferential analysis revealed no statistically significant differences among agency types, although retail agencies showed a lower probability of reaching higher levels of commitment compared to tour operators. These findings underscore the need to integrate sustainability as a cross-cutting axis in the digital strategies of the tourism sector. Full article

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Tour. Hosp., Volume 6, Issue 5 (December 2025) – 5 articles

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