Tour. Hosp., Volume 6, Issue 4 (October 2025) – 8 articles

This study investigates the impact of employee well-being, work flexibility, and innovative work behavior on job performance among full-time and gig workers in digital businesses. A comparative analysis was conducted to examine potential differences between the two groups. A structured questionnaire was administered to 201 full-time employees in digital business system development and 199 gig workers from the IT Support Thailand group on Facebook using convenience sampling. The data were analyzed using multiple group structural equation modeling (MG-SEM) via partial least squares (PLS). The findings reveal that work flexibility boosts innovative work behavior, with gig workers showing greater adaptability than full-time employees. Innovative work behavior is positively linked to job performance, underscoring creativity’s role in organizational success. However, employee well-being and work flexibility did not demonstrate a significant direct effect on job performance. This study employed a sample of full-time and gig workers in Thai digital businesses, which may limit the generalizability of our findings to other industries or sectors. To enhance external validity, future research is recommended, including comparative studies across diverse employment forms and industries. Moreover, the adoption of a mixed-methods approach is encouraged to provide a more comprehensive understanding and broaden the scope of inquiry across multiple national contexts. Our findings underscore the need for policies that promote flexibility, well-being, and innovation to boost job performance. Digital business managers should foster adaptability, creativity, and support for both full-time and gig workers. An inclusive, balanced work environment can enhance performance, innovation, and satisfaction, helping organizations stay competitive in fast-changing markets. This study contributes to digital business research by examining the interplay between employee well-being, work flexibility, and innovative work behavior in determining job performance across different employment types. Full article

The integration of farm-raised foods plays a pivotal role in elevating the attractiveness and long-term sustainability of agritourism destinations. These locally sourced culinary offerings not only provide economic opportunities and environmental benefits but also enhance the authenticity of the visitor experience, contributing to the vitality and resilience of rural communities. This study explores how three quality dimensions of farm-raised foods (atmospherics, service quality, food quality) shape visitors’ behavioral intentions. Furthermore, it examines the mediating role of visitors’ perceptions of farm-raised foods in this relationship. Drawing on data collected from 615 agritourism visitors using a quantitative approach and a structured survey instrument, the results indicate that all three quality dimensions significantly influence behavioral intentions, highlighting the importance of how the farm-raised foods are presented and interpreted. Furthermore, visitors’ perceptions of farm-raised foods significantly mediated the relationship between food quality and behavioral intentions. The findings underscore the need for agritourism operators to create immersive, high-quality food experiences that connect guests to local agriculture and culture. By emphasizing these dimensions, destination managers can enhance visitor satisfaction, build brand loyalty, and promote more sustainable rural tourism development. This research provides practical insights for strengthening agritourism strategies while supporting broader goals of sustainability and community enrichment. Full article

This research identifies key criteria for designing mobile applications for cultural heritage tourism, aiming to provide a planned, engaging, and functional solution that enhances the visitor’s experience and strengthens the competitiveness of destinations in the absence of technological tools for promotion and management. The city of Riobamba was selected as a case study due to its significant potential for this type of tourism. The proposed method is structured around three main dimensions: interpretative, inclusive, and immersive. The methodology combines a literature review, benchmarking, and user-centered design. The findings highlight the importance of integrating heritage storytelling, structuring information by levels based on user profiles, addressing the demand for practical data, and complementing digital resources with physical signage. The model is replicable if the tourism demand is adapted to the local supply of each destination. Full article

This study examines the relationships among motivation, satisfaction, place attachment, and revisit intention in the context of ecotourism in the Ayabaca Moorlands, a biodiverse Andean ecosystem of high cultural significance in northern Peru. Using a non-experimental quantitative design, data were collected from 350 national and international visitors and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). Findings reveal that while motivation does not directly influence place attachment, it significantly affects satisfaction and revisit intention. Results provide empirical evidence that satisfying experiences foster enduring emotional bonds with environmentally sensitive destinations. The study underscores the importance of tourism management strategies that cultivate emotional connections and visitor loyalty while integrating cultural and contextual factors to ensure the long-term sustainability of high-mountain ecotourism. Full article

Grounded in Social Exchange Theory (SET) and Conservation of Resources (COR) theory, this study tests the influence of job insecurity (JI) on organisational, particularly hotel, performance (OP) via the adoption of anti-social behaviour (ACB). To this end, responses were collected from 429 employees working in three renowned five-star hotels in Hammamet, Tunisia. By analysing the data with AMOS (v.25), we found that the research hypotheses were confirmed. The results showed, on one hand, that JI significantly and negatively affects OP and, on the other hand, significantly and positively affects ACB, which, in turn, significantly and negatively affects OP. Additionally, the link between JI and OP became insignificant post the initiation of ACB as a mediator. As a result, we found that ACB fully mediates the link between JI and OP. This undoubtedly shows that when employees experience JI, they adopt ACB to restore equilibrium, with adverse consequences for hotel performance. In addition to the theoretical implications, managerial recommendations for practitioners are presented. Full article

This study aims to investigate how tourists articulate their ecotourism experiences through online reviews of coastal Karnataka. As one of India’s most favored domestic destinations since the 1960s, coastal Karnataka is renowned for its scenic shoreline, unique biodiversity, and diverse ecotourism experiences along a 320 km stretch of the Arabian-Sea rim spanning across the Uttara Kannada, Udupi, and Dakshina Kannada districts. Despite the growing popularity of ecotourism and sustainable travel, limited research has examined how tourists share ecotourism concepts via online reviews. Employing content analysis through the Leximancer tool, this study examines 1843 online reviews from 80 eco-resorts and homestays listed on TripAdvisor^® to identify emerging themes from interconnected concepts and assess the extent to which ecotourism values are reflected. The findings highlight several themes out of which “place”, “food”, “resort”, and “rooms” were the dominant ones. Notably, this study also revealed minimal references to coastal conservation or sustainability. The analysis offers several theoretical contributions to the ecotourism literature by demonstrating the implication of construal level theory (CLT) and the use of Leximancer in analyzing large-scale travel data. This study also provides meaningful insights for the tourism service providers to use online review data to enrich tourist experiences and outlines actionable strategies for strengthening the visibility of coastal conservation efforts and promote ecotourism advocacy. Full article

The economic resources of the United Arab Emirates (UAE) follow a national diversification strategy that aims at sustainable growth. In this scenario, archaeological tourism plays a significant role in affirming cultural heritage but remains dependent on variables that are difficult to manipulate. This paper examines not only the opportunities but also the structural constraints of developing archaeology-based tourism propositions in a rapidly growing and highly competitive economy. The UAE counts on multiple sites, all of which face a combination of challenges to sustainable development. These comprise commercial tensions, environmental and infrastructural concerns, perspectives on authenticity, as well as global socioeconomic pressure. Such constraints are analyzed by tapping into the existing literature and recommendations for policymakers are offered in order to balance heritage conservation with economic growth. The findings emphasize the need for prioritizing community engagement and favoring sustainable representations of Emirati archaeology. Full article

Food tourism is growing in travel experiences, with tourists increasingly drawn to culturally authentic and aesthetically engaging food. Understanding the psychological and experiential factors shaping these preferences is crucial for enhancing tourist visit intentions. Therefore, this study examines the factors such as attitudes (ATT), subjective norms (SN), perceived behavioural control (PBC), and food aesthetic experience (FAE) that influence tourists’ behavioural intentions towards food preferences (BIFP) in Goa, India. The research extends the theory of planned behaviour (TPB) by incorporating food aesthetic experiences as a mediating factor. A quantitative approach was employed, involving a structured questionnaire based on a five-point Likert scale, administered to 217 tourists visiting Goa, India, who were selected through a random sampling method. Data were analysed using Partial Least Squares–Structural Equation Modelling (PLS-SEM) through SmartPLS 4.0. Results show that attitudes, subjective norms, perceived behavioural control, and food aesthetic experience significantly influence tourists’ behavioural intentions towards food preferences. Food aesthetic experience emerged as a strong mediator, particularly between attitudes, perceived behavioural control, and tourists’ behavioural intentions towards food preferences. These findings highlight the role of sensory appeal in shaping culinary choices. The study concludes that a holistic approach, supported by cultural education and stakeholder collaboration, can enrich tourist experiences and support food tourism development. Full article