Tour. Hosp., Volume 6, Issue 4 (October 2025) – 32 articles

Background: In an increasingly digital marketplace, social media marketing activities (SMMAs) have become vital for building consumer–brand relationships, particularly among Generation Z (Gen Z) consumers. Coffee shops offer a unique context because they are lifestyle-oriented and highly dependent on repeat visits, making them especially responsive to digital engagement. This study examines the impact of SMMAs on brand loyalty in the Saudi Arabian coffee shop sector, with a particular focus on the mediating role of consumer brand preference and the moderating role of brand awareness. Drawing on the Stimulus–Organism–Response (S-O-R) framework and Generational Marketing Theory, the research explores how Gen Z consumers respond to social media efforts that are informative, interactive, trendy, and personalized. Methods: Data were collected using convenience sampling via an online survey of 412 Gen Z consumers in Saudi Arabia who follow at least one local or international coffee shop brand on social media. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to test the hypothesized relationships, mediation, and moderation effects. Results: The findings revealed that SMMAs have a substantial direct effect on both brand loyalty and consumer brand preference. Moreover, consumer brand preference partially mediates the relationship between SMMAs and brand loyalty, underscoring its importance as a psychological mechanism in the formation of loyalty. Additionally, brand awareness was found to significantly moderate the SMMAs–brand loyalty relationship, with more potent effects observed among consumers with higher levels of brand familiarity. Implications: The study contributes theoretically by extending the S-O-R framework with Generational Marketing Theory, demonstrating the partial mediating role of brand preference and the moderating direct effect of brand awareness. Practically, the results suggest that coffee shop marketers should design social media strategies that are informative, interactive, trendy, and personalized while also investing in awareness-building campaigns to amplify loyalty among Gen Z consumers. Full article

Tourism has become an essential driver of local and national economies, and health tourism is one of its fastest-growing sectors. In this context, destination branding plays a vital role in enhancing competitiveness and creating distinctive identities. However, building a destination brand often faces major obstacles, particularly in emerging destinations. This study investigates the challenges of branding Sareyn, a well-known hot spring destination in northwest Iran, as a geothermal-based health tourism hub. The research is qualitative and exploratory, employing thematic analysis of semi-structured interviews with 18 experts, including academics, practitioners, and tourism stakeholders. Data were analyzed and categorized to identify central themes shaping the branding process. The results reveal two groups of themes. The first consists of key challenges such as infrastructure limitations, governance and policy issues, weak marketing strategies, insufficient research, human resource gaps, low investment, limited networking, and concerns about sustainable development. The second includes supportive factors that could strengthen branding efforts, namely complementary attractions and services, competitive advantages, and the necessity of targeted marketing. Overall, the study demonstrates that Sareyn holds significant potential as a geothermal health tourism destination but requires systematic planning, stakeholder collaboration, and improved management strategies. The results provide significant directions for policymakers and tourism managers, showing pathways to strengthen the city’s brand and contribute to the broader development of health tourism in Iran. Full article

Community-Based Tourism (CBT) refers to forms of tourism owned and managed by local communities, designed to enhance participation, empowerment, and equitable benefit-sharing. This study investigates how climate-induced migration and donor investment disparities shape the uneven development of CBT across Vietnam. The research pursues three aims: (1) to evaluate how macro- and micro-level funding structures influence CBT readiness; (2) to analyze how spatial justice and post-development critique illuminate structural inequalities in tourism investment; and (3) to assess the implications for climate-vulnerable and ethnic minority communities, including their underrepresentation in CBT research and policy discourse. Methodologically, the study undertakes a systematic review of CBT literature (2014–2025), a thematic analysis of donor and government reports (World Bank, ADB, IFAD), and an estimation of regional funding flows using narrative coding and text-based pattern analysis. Findings reveal a persistent geographic and institutional bias toward the Southern Mekong Delta, which benefits from climate-resilience projects and tourism-specific investments, while Northern Highlands regions remain marginalized, receiving only poverty-focused funding. The paper contributes by integrating spatial justice and post-development critique into tourism studies, demonstrating how donor-led “resilience” agendas can inadvertently reinforce spatial inequalities, and offering policy recommendations for more equitable CBT planning, funding, and scholarly attention across Vietnam’s diverse regions. Full article

The adoption of artificial intelligence (AI) and smart technologies is reshaping global hospitality. However, in emerging markets, uptake remains limited by financial, organizational, and infrastructural barriers. This study examines the digital readiness of 1821 licensed accommodation providers in Albania, a rapidly expanding tourism economy, using an integrated framework that combines the Technology Acceptance Model (TAM), technology–organization–environment (TOE) framework, and Diffusion of Innovations (DOI). Data were collected via a structured survey and analyzed using descriptive statistics, exploratory factor analysis, cluster analysis, and structural equation modeling. Exploratory factor analysis identified a single robust readiness dimension, covering smart automation, environmental controls, and AI-driven systems. K-means segmentation revealed three adopter profiles: Tech Leaders (17.7%), Selective Adopters (43.5%), and Skeptics (38.8%), with statistically distinct but modest mean differences in readiness, reflecting stronger adoption in central urban and coastal hubs compared to weaker uptake in cultural heritage and non-urban regions. Structural modeling showed that environmental competitive pressure strongly enhanced perceived usefulness, which, in turn, drove behavioral intention, whereas perceived ease of use (operationalized as implementation complexity) had negligible effects. Innovation readiness was consistently associated with broader adoption, although intention was translated into actual use only among Tech Leaders. The findings highlight a fragmented digital ecosystem in which enthusiasm for AI exceeds its feasibility, underscoring the need for differentiated policy support, modular vendor solutions, and targeted capacity building to foster inclusive digital transformation. Full article

As competition intensifies in the global medical tourism industry, countries are increasingly seeking effective marketing strategies to enhance their market share. Developing such strategies requires a comprehensive understanding of the expenditure patterns of medical tourists, particularly in emerging destinations with limited historical involvement in medical tourism. This study aims to examine the expenditure characteristics of medical tourists with respect to treatment type, gender, religion, and country of origin. Empirical data were collected from 288 medical tourists (response rate: 82%) receiving healthcare services in Turkey, an emerging hub for medical tourism. Cross-tabulation analyses and chi-square tests of independence revealed statistically significant differences in expenditures based on the aforementioned characteristics. The findings indicate that, on average, female, non-Muslim tourists from developed countries spent more than their male, Muslim, and developing-country counterparts. Additionally, aesthetic treatments accounted for the highest average expenditures among all treatment types. This study offers valuable insights into the expenditure behavior of medical tourists in Turkey, contributing to the broader understanding of competition in the medical tourism sector. These findings can inform the development of strategic roadmaps and targeted marketing approaches in emerging medical tourism markets. Full article

This paper examines the burgeoning dental tourism sector in the Republic of Moldova, highlighting its significant economic impact and patient-related considerations. Driven primarily by competitive pricing, the perceived quality of dental treatments, and strategic geographical advantages, Moldova has emerged as a prominent destination for international dental patients, particularly from Western Europe, the UK, Ireland, and increasingly from North America. While this sector provides a crucial economic impetus to one of Europe’s most economically challenged nations, contributing significantly to (Gross Domestic Product) GDP and generating crucial employment opportunities, it also presents inherent risks related to treatment quality, potential complications, and challenges with follow-up care. This study integrates market trends, academic literature, and patient experience insights to offer a comprehensive overview of Moldova’s and Eastern Europe’s unique position in the global dental tourism landscape. Employing a narrative synthesis of diverse data points from market research reports, academic literature, and economic indicators, our findings reveal dental tourism as a vital economic driver for Moldova, fueled by competitive costs and improving standards. However, the sector also necessitates careful consideration of inherent risks, including potential complications from expedited treatment schedules and challenges with follow-up care. Full article

This study examines the impact of food authenticity and social media exposure on revisit intention, mediated by the roles of memorable culinary tourism experience and destination image. This research uses a quantitative approach with an explanatory research type. The survey was conducted on 400 domestic tourists who had experienced local culinary tourism in Magelang Regency through the distribution of questionnaires. Data analysis used Structural Equation Modeling (SEM) with the LISREL 8.8 software. The research results indicate that food authenticity and social media exposure have a positive and significant impact on revisit intention, mediated by the Memorable Culinary Tourism Experiences and Destination Image. These findings expand the Consumer Behavior Theory by integrating cultural and digital elements, strengthen the Stimulus–Organism–Response (SOR) Theory, and support the development of Brand Equity Theory in culinary tourism destinations. Full article

The islands of the Cyclades (located in the South Aegean Sea in Greece) are one of the most famous summer destinations worldwide. Every year, millions of Greek and foreign travelers visit the Cyclades to enjoy the islands’ dazzling light and beautiful crystal blue waters. The substantial increase in tourist arrivals has presented significant challenges to the islands, notably regarding sustainable infrastructure and consumer practices. Limited resources, especially water and energy, coupled with waste management issues, pose considerable pressure on the environment and local communities. This research paper investigates the facilities that promote the Cyclades islands (such as Mykonos, Santorini, and Paros) as an ecologically viable destination, analyzing the problems that arise during the adoption of sustainability. Data were retrieved from academic databases and publicly accessible sources, covering initiatives implemented between 2019 and 2025. The comparative analysis reveals distinct sustainability approaches: Santorini employs regulatory, infrastructure-heavy solutions, including cruise visitor caps (8000/day) and desalination capacity expansion; Mykonos relies predominantly on private sector initiatives despite experiencing a 5.8% decline in international arrivals; Paros demonstrates community-driven approaches, leading plastic reduction efforts through the “Clean Blue Paros” initiative. Key challenges persist across all islands, including water consumption doubling since 2020, waste increases of 350% during peak season, and tensions between economic growth and cultural preservation. The findings indicate no single blueprint for sustainable tourism development, emphasizing the need for destination-specific strategies combining policy intervention, technological innovation, and community engagement. Full article

Background. Length of stay, operationalized here as nights per booking (NPB), is a first-order driver of yield, labor planning, and environmental pressure. The COVID-19 pandemic and the rise of long-stay remote workers (often labeled “slomads”, a slow-travel subset of digital nomads) plausibly altered stay-length distributions, yet national, booking-weighted evidence for the United States remains scarce. Purpose. This study quantifies COVID-19 pandemic-era and post-pandemic shifts in U.S. Airbnb stay lengths, and identifies whether higher averages reflect (i) more long stays or (ii) longer long stays. Methods. Using every U.S. Airbnb reservation created between 1 January 2019 and 31 December 2024 (collapsed to booking-count weights), the analysis combines: weighted descriptive statistics; parametric density fitting (Gamma, log-normal, Poisson–lognormal); weighted negative-binomial regression with month effects; a two-part (logit + NB) model for ≥28-night stays; and a monthly SARIMA$(0,1,1){(0,1,1)}_{12}$ with COVID-19 pandemic-phase indicators. Results. Mean NPB rose from 3.68 pre-COVID-19 to 4.36 during restrictions and then stabilized near 4.07 post-2021 (≈10% above 2019); the booking-weighted median shifted permanently from 2 to 3 nights. A two-parameter log-normal fits best by wide AIC/BIC margins, consistent with a heavy-tailed distribution. Negative-binomial estimates imply post-vaccine bookings are 6.5% shorter than restriction-era bookings, while pre-pandemic bookings are 16% shorter. In a two-part (threshold) model at 28 nights, the booking share of month-plus stays rose from 1.43% (pre) to 2.72% (restriction) and settled at 2.04% (post), whereas the conditional mean among long stays was in the mid-to-high 50 s (≈55–60 nights) and varied modestly across phases. Hence, a higher average NPB is driven primarily by a greater prevalence of month-plus bookings. A seasonal ARIMA model with pandemic-phase dummies improves fit over a dummy-free specification (likelihood-ratio = 8.39, df = 2, p = 0.015), indicating a structural level shift rather than higher-order dynamics. Contributions. The paper provides national-scale, booking-weighted evidence that U.S. short-term-rental stays became durably longer and more heavy-tailed after 2020, filling a gap in the tourism and revenue-management literature. Implications. Heavy-tailed pricing and inventory policies, and explicit regime indicators in forecasting, are recommended for practitioners; destination policy should reflect the larger month-plus segment. Full article

The travel accommodation sector within the sharing economy relies heavily on user-generated reviews. Drawing on data from insideairbnb.com for the Porto district from 2016 to 2020, this study examines the influence of online reviews from the standpoint of the sentiment expressed on accommodation prices, alongside other determinants such as locational attributes. The primary objective is to assess a broad set of factors affecting listing prices, with a particular focus on the degree and nature of sentiment expressed in online reviews. The dataset, comprising more than 250,000 reviews, was enriched with spatial and geographical variables, including key amenities, accessibility to public services, host characteristics, and locational indicators. A hedonic spatial regression model was employed to account for spatial dependencies. The findings reveal that sentiments expressed in user reviews exert a stronger influence on pricing than purely quantitative review metrics. Furthermore, host and listing characteristics, as well as geographical factors, play a substantial role in determining prices. The main contribution and novelty of this study lies in the joint analysis of sentiment and geographical attributes as drivers of accommodation pricing. Another contribution of this paper lies in the analysis of a broad geographical area encompassing both a historic city that is popular among European destinations and predominantly rural regions. Full article

This study examines how psycholinguistic features of online reviews relate to guest satisfaction in Bali’s spa hotel market. Using LIWC-22 category rates from Google Maps reviews, a corpus of 15,560 quality-filtered reviews from ten leading spa hotels was analyzed. Exploratory factor analysis yielded four interpretable dimensions—Social, Health and Wellness, Emotional Tone, and Lifestyle. In regressions predicting review star ratings (satisfaction), Social (β = 0.028) and Health and Wellness (β = 0.023) showed small but statistically detectable positive associations, whereas Emotional Tone (β = 0.006, t = 0.727) and Lifestyle (β = 0.004, t = 0.476) were not significant. The model’s explained variance is negligible (R² = 0.001; F = 5.283, p < 0.05), reflecting the many influences on ratings beyond review language; findings are interpreted as directional associations rather than predictive effects. Practically, the results point to prioritizing interpersonal service cues and wellness/treatment assurances, with tone monitoring being used for service-recovery signals. The design favors interpretability (validated, word-based categories; full-history snapshot) over black-box complexity, and transferability is Bali-specific and conditional on comparable market features. Future work should add contextual covariates (e.g., price and location), apply explicit temporal segmentation, extend to multilingual corpora, and triangulate text analytics with brief questionnaires and qualitative inquiry to strengthen validity and explanatory power. Full article

The present study explores the determinants of tourist satisfaction within the context of wellness tourism in Greece, an emerging segment of the tourism industry that emphasizes holistic well-being. The aim was to assess the overall satisfaction of wellness tourists, identify the relative importance and performance of satisfaction dimensions, and offer insights for service improvement. A structured questionnaire was administered to 487 wellness tourists during the summer of 2024, and the data were analyzed using descriptive statistics and the Multicriteria Satisfaction Analysis (MUSA) method. The results revealed a high overall satisfaction level (90.4%), with physical and spiritual well-being activities contributing most significantly to the satisfaction structure. In contrast, mind well-being activities scored the lowest in satisfaction, despite being rated highly in importance, suggesting a service gap. Improvement analysis indicated that mental and spiritual well-being activities are high-impact, low-effort areas for enhancement. Demographic data further highlighted that wellness tourists are typically young, educated and economically active women. The findings suggest the need for more personalized, holistic offerings and point to the potential integration of wellness and medical tourism services. The study offers practical implications for wellness providers and destination managers and identifies future research directions related to satisfaction dynamics and health-oriented tourism strategies. Full article

The present study examines the role of ChatGPT as a travel advisor in influencing tourists’ decision-making in regard to destination visit intentions. Grounded in the Information Systems Success (ISS) model, this study explores three primary relationships: (1) the effect of information quality on users’ trust in ChatGPT’s travel recommendations, (2) the impact of trust in ChatGPT’s travel recommendations on destination visit intentions, and (3) the moderating role of destination images in the relationship between information quality and trust. This research employed a quantitative research design, collecting data from 528 Indonesian ChatGPT users. The findings show that information quality does not significantly shape users’ trust in ChatGPT’s travel advice, contradicting the classical ISS-Model prediction. In contrast, trust in ChatGPT’s travel recommendations exerts a significant positive effect on destination visit intentions, and the destination image fails to moderate the information–quality–trust link. This study provides practical guidance for Destination Management Organizations (DMOs), travel agencies, and policymakers seeking to optimize AI-driven tourism marketing by focusing on interactive storytelling and personalized engagement rather than solely focusing on information quality. Full article

This study examines how Batik Ciprat functions as a vehicle for inclusive creative tourism in Karangpatihan Village, Indonesia, whereby individuals with intellectual disabilities contribute to a socially impactful rural tourism model. Grounded in social capital theory, we analyse how trust, social networks, and inclusive norms enable empowerment and help establish a distinctive, inclusion-oriented tourism identity. Using a qualitatively led mixed-methods (sequential exploratory) design with partial least squares-structural equation modelling (PLS-SEM), we identify key pathways through which art-based entrepreneurship supports village branding and visitor engagement. Our findings indicate that when social innovation is embedded in cultural tourism, it catalyses local pride, participation, and quality of life gains. The study contributes to debates on inclusive/accessible tourism, demonstrating that creative industries can act as engines of equitable, community-based development in rural settings. Full article

The issue of organizational sustainability is pivotal in the hospitality industry in the face of increasing environmental and societal pressures. This research investigates the mediating roles of green knowledge sharing (GKS) and green employee voice (GEV) on talent management (TM) strategic contribution to strengthen organizational sustainability (OS). Based on the Social Exchange Theory, TM is conceptualized as the consequence of employee engagement in sustainability behaviors in relational processes. the data were collected from 268 employees working at five-star hotels in the Eastern Region, Saudi Arabia. The Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to evaluate the hypotheses. The results indicate that TM has direct positive influence on OS, GKS, and GEV, which determines its central position in development of environmentally friendly workforce. GEV and GKS also have direct influences on OS, and therefore marketplace advocacy and knowledge exchange are essential to embedding sustainable practices. Mediation analyses show GKS and GEV can partially mediate the TM and OS relationship, proving that the impact TM has on sustainability is further facilitated by the green sharing of knowledge and proactive voice by the employees. Both theoretical and practical implications for both academics and practitioners have been addressed. Full article

Despite growing global interest in customer experience management, limited research has systematically integrated both quantitative and qualitative approaches to identify service performance gaps and formulate strategic responses in airport settings. This study addresses this gap by examining how Bangkok Suvarnabhumi Airport can enhance its passenger experience through empirical analysis and international benchmarking. The research investigates the alignment between international passengers’ expectations and their actual experiences across seven key airport touchpoints: check-in, security, immigration, boarding, accessibility, facilities, and retail areas. A structured survey of 474 outbound international passengers was conducted between June and July 2024 using purposive sampling. Quantitative data were analyzed using Importance–Performance Analysis (IPA) to evaluate six experience components: affective, cognitive, sensory, conative, physical, and social identity. The IPA results revealed notable service gaps, particularly in conative engagement, physical comfort, and social identity, which were subsequently prioritized for strategic improvement. To validate and enrich strategy formulation, qualitative benchmarking was conducted through semi-structured interviews with ten executives at Hong Kong International Airport, a global leader in passenger experience management. The resulting strategic framework, termed the SCOPE strategy, integrates passenger insights with expert perspectives to guide the design of seamless, personalized, and empathy-driven airport experiences. Theoretically, this study contributes a validated six-component passenger experience model and demonstrates the utility of IPA in service design for complex transport hubs. Practically, it offers airport authorities a replicable, data-informed roadmap for enhancing emotional engagement, service consistency, and cross-stakeholder collaboration in similarly scaled international airports. Full article

Commemorative gardens—particularly those shaped by classical arboreal symbolism—offer underexplored potential for sustainable destination planning. This study investigates how evergreen species such as laurel, cypress, and holm oak function as cultural signifiers in historic cemeteries, contributing to ecological resilience, civic education, and ethical tourism. Through a qualitative, transdisciplinary methodology combining site observation, symbolic analysis, and landscape semiotics, the paper examines three Florentine memorial sites: Santa Croce, the English Cemetery, and the Florence American Cemetery. Each represents a distinct commemorative paradigm—national, cosmopolitan, and transnational—yet all employ a vegetated design to inscribe memory within a landscape. The findings reveal how these gardens foster slow, multisensory visitor engagement while anchoring cultural identity and biodiversity, with participatory stewardship and symbolic vegetation emerging as key factors in transforming cemeteries into living heritage infrastructures. By tracing the evolution of commemorative landscapes from Greco–Roman groves to Romantic and modern garden cemeteries, the study illuminates their enduring capacity to mediate memory, ecology, and place. The paper argues that integrating symbolic literacy and environmental care into tourism policy can generate meaningful, low-impact visitor experiences. Florence exemplifies how commemorative gardens, rooted in ancient codes yet adaptable to contemporary needs, can serve as ethical blueprints for resilient, inclusive, and culturally legible destinations. Full article

The aim of this paper is to show that sustainable tourism, the widely accepted benchmark for the present and future responsible tourism industry is, and will continue to be, a myth. The paper takes the form of a review essay and relies on discussions of concepts, comparisons, and examples rather than field research and empirical data to define the problem and draw conclusions. We use the folkloric myth of Plutus, the god of wealth and abundance, to underscore two moral themes. The first is that wealth is blind, and second that seeking wealth and abundance is an entrenched aspect of human nature, with greed (avarice) consistently destabilizing societal improvements. Science shows us what the problems are (e.g., climate change), while ethics tell us how to address these problems. However, it seems that we still cannot find our way to a sustainable tourism future. What is playing out in the theatre of sustainable tourism, therefore, is far from a comedy and much more like a tragedy, as tourism in its current forms has become too much of a good thing, rendering “sustainable” a meaningless term. Overtourism, overdevelopment, disparities, and injustices are now the norm in the maelstrom of global tourism, with no palpable end in sight. Full article

In the context of the high development of mobile internet and social media, the social clocking and photographing function of tourism applications has become a key factor to enhance user experience and enhance product competitiveness. Citywalk, as a new way of exploring cities, emphasizes individuality and social interaction by providing a walking experience of the city’s history and culture. This study is based on the Technology Acceptance Model, combined with the Use and Gratification Theory, to systematically explore the core mechanisms that influence user acceptance and continued use of the social check-in and photo-taking function in Citywalk-related applications (app). Firstly, this article analyzes the impact of perceived usefulness and perceived ease of use on user technology adoption through a technology acceptance model. At the same time, the five major needs of use and satisfaction theory (information needs, entertainment needs, social interaction needs, identity confirmation needs, and escapism needs) are introduced as external influencing variables to construct an optimized technology acceptance model. Secondly, based on this theoretical framework, this article proposes relevant research hypotheses and designs a questionnaire for empirical analysis. Reliability analysis, validity analysis, and regression analysis are used to verify the relationship between influencing factors and user behavior. The research results reveal relevant research questions, namely, the core factors influencing users’ use of social check-in and photo-taking functions (RQ1), elucidating the mechanism of technology perception on user satisfaction and willingness to continue using (RQ2), and identifying the acceptance gap between user needs and actual experience in existing feature designs (RQ3). At the same time, this article provides optimization strategies for the Citywalker App (Version 1.0) and similar products to enhance user experience, strengthen social communication effects, and promote market promotion. Ultimately, this study aims to provide theoretical support and practical guidance for the design of tourism social media functions and promote innovative development in related fields. Full article

This study aims to bridge the research gap emerging from the relationships between Visual electronic Word-of-Mouth (VeWOM) and brand factors, and their impact on consumers’ behavior by exploring the causal effects of eWOM attributes on hotel brand factor spreading through Brand Awareness (BA) and Brand Perceived Value (BV) and its consequences on Purchase Decisions (PD) in the hospitality context. Attribution Theory was extended to incorporate brand-mediated effects and crisis-specific factors. The study investigates the impact of VeWOM on consumer Purchase Decisions (PD) in terms of hotel room bookings in the British hospitality market, emphasizing the mediating role of brand-related constructs. Drawing on Attribution Theory, the research proposes a structural model to assess both direct and indirect pathways through which VeWOM influences behavioral outcomes. A stratified, non-probability sampling approach yielded 443 valid responses from hotel bookers who engaged with user-generated visual content prior to booking. The Partial Least Squares Structural Equation Model (PLS-SEM) was employed to test the hypothesized relationships. The findings reveal that VeWOM significantly influences Brand Value (BV), eWOM Credibility, and Information Quality, which in turn shape consumer purchase behavior. Crucially, Brand Value emerges as a key mediating variable, bridging VeWOM and Purchase Decisions, while VeWOM alone does not directly affect booking behavior. Moreover, Brand Awareness showed no significant mediating effect. The study underscores the indirect attribution process in visual review contexts, demonstrating that the influence of VeWOM is channeled primarily through brand perception mechanisms rather than direct persuasion. These insights extend Attribution Theory by highlighting the distinct cognitive pathways activated by visual content compared to text-based reviews. Practically, the research suggests that hoteliers should focus on enhancing Brand Value via bundled offerings and relationship-based marketing rather than relying solely on visual appeal or awareness to drive bookings. The study contributes to the growing body of VeWOM literature by clarifying its nuanced effects on decision-making in digital hospitality environments. Full article

The promise of sustainability of ecotourism relies on comprehending the psychological mechanism that converts experience into post-visit environmental concern. This research formulates and examines a model that connects three antecedents—Perceived Trip Quality (PTQ), Aesthetic/Spiritual Experience (ASE), and Environmental Concern (EC)—with Responsible Post-Visit Behavior (RPB) through two mediators: Tourist Satisfaction (SAT) and Personal Norms (PN). Structural equation modeling based on a quantitative, cross-sectional design examined survey responses from 585 Greek ecotourists. All three precursors meaningfully predicted RPB, directly and indirectly through SAT and PN, with partial mediation on all but the direct pathway. Mediation effects also named PN a stronger channel than SAT, particularly in converting affective and moral involvement into stable intentions. Multi-group tests for gender, age, education, environmental orientation, and previous ecotourism experience revealed significant differences; younger, inexperienced, and high-orientation tourists were more sensitive to normative and affective mechanisms. The research develops environmental and tourism psychology by combining value-based and experience-based routes to post-visit action. Practical recommendations are made to policymakers, educators, and operators to develop transformational, norm-activating experiences. Full article

(1) This study aims to quantify differences between platforms and countries by comparing Hilton’s ratings on Booking.com and Google.com in the V4 countries. (2) Data were collected directly from Booking.com and Google.com for selected Hilton hotels. Descriptive statistics were used to process and analyze the data, and a paired Student’s T-test was used to compare standard deviations between platforms. (3) The analysis showed that these differences can be applied not only to subjective preferences but also to sociotechnical devices, including cultural platforms and their associated norms and user expectations. Additionally, factors such as price, food quality, and atmosphere were shown to influence overall guest satisfaction, with ratings approximately indicating satisfaction or dissatisfaction. (4) From a practical perspective, these insights can help hotel managers optimize their online communication strategy, tailor content to different platforms, and manage their reputation more effectively. Overall, the findings highlight that effectively managing online reviews is key to establishing trust, increasing satisfaction, and ensuring the long-term success of the Hilton brand in diverse sociocultural contexts. Future research should focus on sociotechnical aspects and the impact of seasonal or marketing campaigns on reviews to gain a more comprehensive understanding of the dynamics of online reviews in the hospitality industry. Full article

Glacier retreat due to climate change is accelerating worldwide, yet the phenomenon remains abstract for many people, especially those unfamiliar with mountain environments. The Urban Glaciology experiment, conducted during Milan’s internationally renowned “Fuorisalone” 2024 design event, aimed to bridge this perceptual gap by simulating real glacier melt processes in a busy urban square. Three large ice blocks with contrasting surface conditions (i.e., clean, dirty, and debris-covered) were exposed to springtime urban temperatures, mimicking conditions found on Alpine glaciers during summer. Over one week, the blocks produced a total of 748 L of meltwater, with dirty ice melting up to four times faster than debris-covered ice, consistent with established albedo effects. These results confirmed the thermal analogy between Milan’s spring conditions (+15 to +20 °C) and the ablation season on Alpine glaciers. Visitors observed the differential melting in real time, supported by visual indicators, explanatory panels, immersive virtual experiences, and direct interaction with researchers and students. Informal interviews indicated that more than 60% of participants reported a perceptual shift, recognizing for the first time that urban temperatures can replicate glacier melting conditions. By embedding a science-based installation in a major cultural tourism event, the experiment reached a diverse, non-traditional audience—including tourists, designers, and citizens—and encouraged reflection on the implications of glacier loss. The success of this initiative highlights the potential of replicating similar models in other cities to raise awareness of environmental change through culturally engaging experiences. Full article

This paper explores the role of personalisation and predictive marketing in Croatian tourism and analyses how behavioural strategies can enhance the tourist experience and increase visitor loyalty. In today’s competitive tourism market, personalised marketing strategies have become a key factor in attracting and retaining tourists. Based on the theoretical framework and previous research, hypotheses were formulated on various aspects of behavioural marketing, such as the impact of personalisation on destination choice, the perception of marketing effectiveness by different demographic groups and the correlation between tourists’ satisfaction and their willingness to revisit a destination. The aim of this study was to test six hypotheses relating to the personalisation of marketing messages, demographic factors and their correlation with tourists’ willingness to revisit the destination. Using a quantitative methodology, a survey was conducted among 415 tourists who had visited the Croatian city of Vodice. A total of 257 questionnaires were completed. The data was analysed using descriptive statistics, correlation analysis and regression models to identify the most important factors influencing tourists’ behaviour and preferences. The results show that personalised marketing messages have a positive impact on tourists’ decision to visit the destination. In addition, this study shows that demographic factors such as gender, age and education significantly influence the perception of marketing effectiveness. Tourists who received predictive marketing messages expressed higher satisfaction with their stay and showed a greater willingness to visit the destination again than those who did not receive personalised offers. These results underline the importance of integrating behavioural strategies into marketing activities to build tourist loyalty and improve the overall tourism experience. Based on the research findings, further application of these marketing approaches is recommended to increase competitiveness and attract more loyal tourists. Full article

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