Tour. Hosp., Volume 3, Issue 3 (September 2022) – 17 articles

There has been a growing interest in examining the implementation of insight-era technologies (e.g., AI, social media) and big data for sustainable tourism development. However, actionable guidelines to promote a holistic adaptation and the effective functioning of destination marketing/management organizations (DMOs) in the increasingly data-infused world are still needed. This perspective paper posits a research-based framework that DMOs can use to become more responsive and efficient in their marketing and planning efforts in the current AI-infused world. Four propositions are presented to support DMOs’ transition to the insight-era: (a) DMOs’ organizational adaptations and workforce development and training, (b) active engagement with destinations’ stakeholders and data sharing, (c) leverage user-generated data and emergent technologies for destination marketing, and (d) DMOs’ data-driven decision making. Full article

Natural areas are often of particular importance for residents as venues for recreation and domestic tourism. However, prior to the COVID-19 pandemic, overtourism was a major challenge for many nature-based tourism destinations worldwide, and led to a perceived restriction of tourism opportunities for residents. Iceland, one of the countries most associated with the concept of overtourism, witnessed a rapid reduction in international tourist arrivals after the emergence of the COVID-19 pandemic. At the same time, domestic tourism was unrestricted and, in fact, actively encouraged. Iceland in the summer of 2020 thus presents an interesting case for studying the experience of domestic tourists at previously overcrowded nature destinations. The study took place in Landmannalaugar, a nature destination known for crowding prior to the pandemic, and is based on 33 semi-structured interviews. Its results reveal that Icelandic residents perceived the break from overtourism as a benefit of the pandemic, and considered it a unique opportunity to reclaim nature destinations from which they had been displaced due to overcrowding by international tourists. Furthermore, they welcomed the chance to engage with fellow domestic tourists. The findings stress the importance of addressing the needs and wants of residents and supporting the development of domestic tourism. Full article

Climate change, unsustainable water use by the tourism sector, and short-term-based decisions by policymakers create additional stress on limited water resources in arid and semi-arid tourism destinations. Non-conventional water resources are playing an important role in making additional water available for these destinations, and the use of desalination plants has gradually increased. However, they can create additional externalities on the environment that can compromise the sustainability of the tourist destination. The decisions of key stakeholders and cooperation among them hold vital importance for the sustainability of tourism and the availability of water resources. Mykonos Island (Greece) is a globally recognized tourist destination in the Eastern Mediterranean Sea. The island has suffered significant water-scarcity problems in recent years, in particular during the peak tourist season, and desalination plants are being built to reduce stress on the water supply. The first objective of this work was to analyze the perceptions of hospitality stakeholders regarding water shortages and climate change in Mykonos. A second objective was to assess whether the same hospitality stakeholders feel that desalination plants are the solution to water scarcity in island-tourism destinations such as Mykonos. The results show that (i) hospitality stakeholders have significant awareness regarding water-scarcity problems and the impacts of climate change on tourism activity, (ii) they do not view desalination plants as the only solution to water scarcity, and (iii) they perceive a significant lack of coordination among actors who participate in the decision-making process. These results provide clues regarding the importance of awareness, coordination, and cooperation of each actor involved in the decision-making process and can be of interest to policymakers and public authorities in tourism destinations facing water-scarcity problems. Full article

Using the ARIMA time-series analysis technique, this study measured the impact China’s anti-corruption campaign had on Macau’s casino gaming industry and forecasted future gaming revenue. This study also analyzed current trends and proposed future strategies for the Macau tourism and gaming industry. The results suggest China’s anti-corruption campaign did not significantly affect Macau’s non-VIP gaming revenue. Instead, the campaign has triggered positive changes for Macau’s tourism and gaming industry by transforming it from an unbalanced development model relying solely on VIP business to a diversified healthy development, which would potentially bring positive impact to Macau’s overall economy in the future. The findings of this study echo the revisions of gaming laws proposed by the Macau Special Administrative Region Government in September 2021 and provide new insights into the impact of the anti-corruption policy with focus on the outlook of Macau’s tourism and gaming industry. Full article

Solo travel continues to be an under-researched area in the field of tourism, hospitality, and events. After the COVID-19 pandemic, it has become necessary to review the knowledge acquired so far. In addition, the 2030 Agenda calls for more studies to understand the relationship between gender and tourism. Because of these facts, and with the aim of analyzing the progress and gaps in academic publications on solo travel in recent years, a bibliometric and content analysis review of the existing scientific literature on solo travel published in Scopus, ProQuest, and the Web of Science in the last 5 years was carried out, focusing the analysis on the gender perspective applied to these investigations. The results showed that research focused on solo travel should increase; this research should segment solo travelers, and comparisons should be realized between those segments and with other tourists who travel accompanied. To do so, a consensual definition of solo travelers is necessary. In addition, research should be extended to other regions and expand the field of analysis beyond motivations, experiences, or constraints. Research focused on solo female travelers should continue because while women cannot travel under the same conditions as men effective gender equality cannot be achieved. Full article

In recent decades, there has been a dynamic growth of Chinese outbound tourism to the Central and Eastern European region, and Hungary has been one of the most visited countries. This increase in demand is linked, in part, to the important Chinese diaspora in Hungary whose members play the role of hosts in VFR travel. This paper aims to explore the social relations—guanxi—within the Chinese diaspora living in Budapest and its influence on VFR travels back and forth China. Results of the survey with 202 Chinese immigrants reveal the strong nexus between migration and VFR travel. The Chinese hosts who have been living in the country for two decades behave differently in their guanxi compared to those who have settled in Budapest recently. The article provides several practical contributions to local destination management organizations and tourism service providers to successfully reach Chinese hosts, such as providing commissions, coupons, and getting discounts. Full article

The purpose of this research was to explore the realization of the pro-environmental initiative in the Faroe Islands in which tourists were involved as volunteers. The research was aimed at understanding how this influences tourists’ perceptions of a destination. We were interested in filling the research gap regarding the importance of tourists’ direct involvement in pro-environmental initiatives in terms of how this experience stimulates their perceptions of a destination image. The quantitative research method was adopted, whereby surveys were conducted among volunteering tourists and regular tourists visiting the Faroe Islands archipelago. The latter group was divided into two subsamples of arriving and departing tourists to understand how their perception changed after the visit. This study challenges the assumptions of the destination image theory, according to which only “accidental” information can affect the organic image of a destination within the mind of a tourist. The study reveals that tourists who tangibly experience a green marketing initiative have a positive opinion about the destination in terms of environmental protection. The organic image itself can be changed through purposeful action on the part of destination managers. We show the importance of the direct involvement of tourists in a volunteering project that is considered valuable in promoting the destination’s environmental image. Full article

There is a growing interest in research related to Airbnb, and one theme that has stood out is the analysis of the consumer experience. This study aimed to analyse the feelings expressed in the online evaluation of users on the Airbnb platform in Fortaleza, capital of Ceará, Brazil. The methodology was developed through quali-quantitative research, a documentary research procedure, and data collection regarding the accommodation offers available on the platform. A total of 2353 reviews in 2019 and 2020 related to 506 accommodation offers were analysed through manual coding with the aid of NVivo software. The results evidenced the positivity of the evaluations, and that positive comments presented fewer characters while negative evaluations presented more details. It was identified that there were differences in the percentages of positive and negative evaluations when differentiated by other factors such as gender of the user (women evaluated more positively and intensely), type of host (superhost evaluations were more positive), type of offer (for entire places, the positive polarity was lower than the private room and shared room types), and location (the positive polarity was higher in residential neighbourhoods than in tourist neighbourhoods). Methodologically, this study contributes by illustrating how a set of evaluations can be analysed and interpreted in studies on the accommodation service. Full article

Tourists’ sense of place or destination attachment could play an important role in destination branding. Yet, sense of place literature focuses on residents as the concept originates from a long-term residence in one place. This study explores the role of destination attachment based on tourist experience for branding based on a case study in Malaysian Borneo. A qualitative content analysis using QCAmap of 34 blogs extracted 116 blogposts with narratives containing emotional sentiments from international tourists. Findings uncovered six important attributes: namely nature, adventure, environment, culture, conservation, and education associated with destination attachment. Findings show that these attributes are interconnected as the main attribute, nature, produces other attributes. A tourists’ sense of place model for destination attachment is proposed to understand how tourists develop attachment to a place. Full article

Visiting Friends and Relatives (VFR) travel is a significant component of travel across the globe. Whilst COVID-19 impacted all travel in all countries, its impact on VFR in certain cultures was particularly pronounced. Aside from reconnecting socially with friends and relatives, in some cultures, certain ceremonies and rituals were compromised, meaning a complex choice for residents between focusing on global health information (e.g., avoiding contact, especially with elderly who are at risk) and disobeying significant cultural rituals that signify respect and importance. Whilst most VFR travel research has focused on western countries, this research examined the impact of COVID-19 travel restrictions and health warnings on VFR travel in the country of Turkey. The significance of COVID-19 to VFR travel in Turkey is explained, and implications for the future are put forward. Full article

The COVID-19 global pandemic has had a profound impact on the taken-for-granted familial connections bound up in VFR travel. This paper examines the emotional impacts on diasporic migrants who could not travel to their homeland for extended periods of time. It considers pre-pandemic VFR patterns and assesses new meanings attributed to post-pandemic renewed travel. The lived experiences, patterns and emotions of seventy mainly UK-based participants were examined in this study. The research approach used both Maslow’s hierarchy of needs analysis and Urry’s tourist-gaze as conceptual frames for assessing these emotional experiences. The research showed that for many diasporas, the need to travel home is central to a sense of personal and place-identity as well as emotional security. The impacts of the pandemic in terms of wellbeing and emotional health were keenly felt by study respondents. Furthermore, contrary to much prior VFR research, this pandemic related study showed that in this instance, it is the “people” of VFR rather than just the “place” (of home) that are most valued. The removal of the right to VFR travel reinforced the centrality of family connections, especially in times of crisis. A mindful, VFR gaze emerges, rooted deeply in Maslow’s basic human needs pillars of safety, love and belonging. This was shown to be a highly tuned post-COVID-19 gaze, where familiar touchstones of home helped to restore depleted emotions through performances and practices of connectivity. The unique global pandemic experience of a world full of migrant mobile diaspora brought to an abrupt halt, emphasizes the need for tourism research to focus on the emotions embedded in the inherent human-place connections of VFR travel. The longitudinal-temporal legacy of COVID-19 on this form of tourism requires future research attention for both the tourism industry and tourists themselves. Full article

This paper accords productivity growth and enhanced resident well-being more prominent roles in the study of tourism destination performance than they are offered in current research. Not only is productivity analysis essential to addressing the challenges associated with enhancing residents’ material well-being, but it displays substantial promise as a guide for an important research agenda in tourism embracing wider quality-of-life and sustainability issues. A framework is proposed to provide the basis for a research and policy agenda linking productivity, well-being outcomes, and destination sustainable development. Full article

In times of COVID-19, trust in safety and security measures in the hospitality industry has become a key variable for destination management and recovery; but what are the main measures that should be applied to ensure visitors’ confidence? This paper seeks to understand and identify the main tools proving efficient in ensuring the return of visitors. With this aim, the perception of tourists visiting the Region of Murcia (Spain) during 2021 is analyzed. Main results state that the adoption of anti-COVID measures by establishments positively influences user’s satisfaction and their intention to repeat. Moreover, disinfection and hygienic measures along with capacity restrictions are identified as the preferred measures. Visitors were also asked about how new technology measures recently developed by the industry could influence their intention to return. Results show that those aimed at monitoring air quality and cleaning and disinfection of spaces are crucial. These findings contribute relevant recommendations for the hospitality industry and destination managers in a post-COVID horizon. Full article

Visiting friends and relatives (VFR) travel hosts play a key role in influencing the trip characteristics of their VFR travel parties and the decisions and activities within those travel parties. However, how those trips are shaped in terms of travel decisions and activities is not well understood. This is the first quantitative study examining the hosting of VFRs by examining how migration, relationship type (VF versus VR), and destination type impact the characteristics and activities of VFR travel parties. The objective was to examine the extent of influence of different characteristics of VFR hosts on individual VFR travel decisions and activities. Estimation models were developed and tested through regression analysis to examine the impact that the characteristics of hosts have on decisions and activities within VFR travel. Such findings have provided a systematic framework for examining the multifaceted role of VFR hosts. The generalisability of the estimation models developed and tested in this study can be replicated and adapted in future studies. Full article

The sharing of travel experiences through social media platforms reflects contemporary consumer culture, but it is still a phenomenon being researched in tourism literature. In this paper, we theorize that sharing travel experience through social media may operate as a distinct social communication process, and investigate how it contributes to the co-creation of destination value. A qualitative analysis of 97 travel blogs reveals three distinct themes that have the potential for co-creating destination value: motivation, memorable travel experiences, and advice. The results indicate that tourists and destination marketers interpret destination value differently in motivation. The sharing of memorable travel experiences and advice with readers and fellow tourists improves potential tourists’ cognition and emotional connection to the destination, thereby increasing the level of tourist destination engagement. The extension of the consumer socialization framework provides a deeper understanding of the destination value co-creation process, and provides useful insights for destination promotion and management. Full article

The existence of aviation subsidies can exacerbate congestion in airports that operate near their maximum threshold. One of the main operational issues in airports, that is, aircraft taxiing operations, could become more difficult and, therefore, produce negative effects on airport capacity management. Air carrier economies, touristic mobility (leisure travel), and the environment could also be negatively affected. Greenhouse gas emissions, passenger travel time, and air carriers’ fuel costs, for example, might rise due to aircrafts’ increased taxiing time. This paper seeks to analyse the impact of regional aviation subsidies for regional hub airports in the Canary Island air traffic network; specifically, the effect it has on airports’ capacity in terms of LTO (landing and taking off) cycle delays and its repercussions for passenger travel time, air carrier economics, and the environment. Therefore, to quantify the extent that the increased traffic from subsidies cause airport ground operations to delay flights, the disturbance between aircraft categories in landing and taking off operations must be considered. The disturbance between aircrafts will be evaluated by employing a simple model of landing intervals considering two aircraft categories (i.e., ATRs-72, ATRs-42, and B737/A320 aircraft families). The above-mentioned methodology provides an approximation of the average processing rate for take-off using the ultimate capacity concept for a variety of aircrafts landing on a single runway of the airport. As a result, it must be noted that there is a potential economic and environmental impact associated with the implementation of the subsidy increase for residents’ interisland travel and from the Canary Islands to the mainland. There is also a negative effect on runways for both airports due to the capacity constraints. These impacts, however, have to be balanced with the social and economic benefits that each regional inhabitant derives from the subsidy in terms of improvement of their mobility for any purpose. Full article

The health of Hawaiian coral reefs is threatened by sunscreen ingredients (e.g., oxybenzone). This study sought to determine factors leading to the pro-environmental behavior of using reef-safe sunscreen (RSS) and identify practices hoteliers could implement to influence patrons to engage in this behavior. The study applied a framework to model pro-environmental behavior in the hospitality industry. It proposed that attitudes, personal capabilities, and habits are causal variables that influence pro-environmental intention, the predictor of pro-environmental behavior. Contextual factors were proposed as moderating variables for the relationship between pro-environmental intention and pro-environmental behavior. Past Hawaiian hotel patrons (n = 400) were the subjects for this survey. Intention to use RSS and the factors that influenced intention were investigated. Responses were analyzed using multiple linear regression and ANOVA. Results suggested that hotel patrons’ intention to use RSS was primarily influenced by three determinants: attitudes, personal capabilities, and contextual factors. Targeting the development of personal capabilities and employing contextual factors that facilitate the behavior were shown as effective methods to influence RSS use. Findings supported educational campaigns and complimentary RSS programs as practices that Hawaii hotel operators could use to influence patrons’ intention to use RSS. Full article