International Conference on Tourism Research

How Destination Narratives Influence Visit Intention

Luísa Augusto — 2025-04-28

The competitive environment of the tourism sector requires new strategies for constructing engaging narratives
to stimulate interest, raise awareness and create an emotional connection with visitors, allowing for greater involvement
that can influence their visit to the destination. The conceptual model of this study aims to analyse how destination
narratives promote the intention to visit, exploring the influence of narrative structure and immersion on tourists' positive
emotions, attitudes and behaviours. This study uses a quantitative approach based on structural equation modelling
structural equations using the AMOS software. Considering a sample of 901 respondents, this research allowed us to
conclude that the narratives influenced positive emotions and attitudes towards regions, conditioning the intention to visit
the destination. In this way, this study brings contributions to academia and the professional world, as it allows for a
deeper understanding of effective tourism marketing strategies and their practical implications.

Use of online Space and Social Media in Hotel Resorts

Kamil Pícha — 2025-04-28

The aim of the paper is to verify the individual aspects of hotel online communication by analysing the online activities of hotel resorts and their online activities. The subjects of the research were hotel resorts, which are defined as accommodation facilities that meet the requirements for the hotel category of classification level 3* - 5*. The individual resorts were identified using the Booking.com portal, followed by mapping data. The subject of the investigation was the website content, online activities and services of the website and social media activities. We used content analysis and statistical tests, in particular the correlation coefficient, coefficient of determination or R² reliability value, Pearson's correlation coefficient and Spearman's rank. We looked at the intensity of online activity, aspects of social media activity, and other aspects of online communication. The most significant conclusion is the importance and impact of communication messages on social networks. We have concluded that the increased frequency of posts leads to a higher number of followers. We have also confirmed that video posts are more successful in attracting subscribers/followers than other posts.

Titanic Challenge: Ethical Dilemmas in Deep Sea Exploration

Melvin Marsh — 2025-04-14

Deep sea tourism, which offers unparalleled access to the ocean's abyss, presents a complex ethical and
environmental challenge. Certainly, the allure of exploring the unknown is undeniable, but the potential consequences for
marine ecosystems are profound. Commercialization, driven by profit motives, can overshadow the delicate balance
required for responsible exploration. Submersible operations, while essential for exploration, introduce risks of habitat
disturbance, pollution, and various contamination. The potential for human error, equipment malfunction, and accidents,
as tragically illustrated by the Titan submersible disaster, highlights the need for rigorous safety protocols and emergency
preparedness. Moreover, the psychological impact of operating in extreme environments on both tourists and crew
members is a critical yet often overlooked concern. Ethical considerations extend beyond environmental protection and
human safety. The distribution of benefits from deep sea tourism must be equitable, with local communities and
conservation efforts receiving their fair share. Questions arise regarding the rights of future generations to experience and
benefit from pristine marine environments. Additionally, the commercialization of such unique experiences may raise
concerns about accessibility and affordability.

Adopting Social Media Influencers in Boutique Hotel Marketing: A Case Study

Norman AU — 2025-04-14

Opinions posted by popular social media influencers (SMI) impose significant influences on brand equity and subsequent purchases. From the in-depth interview with Hotel A, the current practices between the hotel and SMI were explored. It provides a useful background for developing effective instruments for the next stage of study.

The Role of B-Corp’s in the Development of Tourism Businesses in South Africa

Dr Christopher J Moon — 2025-04-14

This paper explores the significance of the B-Corp certification to the development of tourism businesses in South Africa. The paper draws on two case examples of B-Corp’s that already operate in South Africa, that of Intrepid Travel, the world’s largest travel B-Corp, and Nawiri Group, the first B-Corp in Sub-Saharan Africa. Background is provided on the impact of climate change on the South African tourism industry, and the impact that B-Corp’s can and do have. The role of B-Corp certification on climate change resilience, adaptation and governance is explored in relation to both Intrepid and Nawiri, as exemplars to other tourism organisations in the region. The paper is based on reported practices rather than purely theoretical insights. However, analysis of B-Corp Disclosure Reports offers insights to their B-Corp status and progress that will assist tourism students learning about the role of B-Corps and B-Tourism, and for tourism organisations to get a more detailed perspective on the processes involved.

Tourism Through Pop Culture: A Conceptual Model Rooted in Japanese Cultural Events

Filipe Segurado Severino — 2025-04-14

This paper examines the generalization of a conceptual model that positions emerging events featuring exotic popular content as catalysts for tourism development. Originally developed through an analysis of Japanese pop culture events, such as anime conventions, the model underscores the pivotal role of these cultural events in attracting international tourists and fostering cross-cultural engagement. The framework focuses on three core components: the relationship between tourism and events, the direct and indirect impacts on the host destination and the culture destination origin, and strategic communication and differentiation efforts that enhance a destination’s global appeal. To broaden the applicability of this model to other emerging cultural phenomena, five essential criteria are identified: cultural distinction and exoticism, the multiplicity of content catering to diverse demographic segments, authenticity in representing cultural narratives, the cultivation of personal connections through cultural themes, and the active participation of audiences in generating secondary content, such as cosplay or fan-produced media. These criteria, validated through the analysis of Japanese pop culture events, are critically examined for their potential application to other global cultural trends, with particular emphasis on South Korean pop culture. Through an in-depth case study of South Korean pop culture, the paper illustrates the adaptability of the model to other global cultural movements. K-pop events, noted for their exceptional fan interaction, digital engagement, and innovative performances, meet many of the established criteria, particularly in terms of cultural distinction and audience immersion. However, certain limitations in the diversity of cultural offerings at these pop events suggest opportunities for further development to fully realize the model’s potential across different cultural contexts. Finally, the paper discusses the strategic implications for tourism destinations, advocating that through robust digital strategies and the promotion of culturally distinctive events, destinations can effectively position themselves as prominent hubs for global tourism. The generalized model provides a practical framework for leveraging cultural events to boost destination visibility, foster cross-cultural appreciation, and stimulate long-term tourism growth.

The TourX Project Visit to China

Manuel Au-Yong-Oliveira — 2025-04-14

This study provides an extensive examination of tourist perceptions during a visit to China, conducted within the framework of the Erasmus+ TourX project. The project includes participants from Spain, Italy, Germany, Greece, Belgium, and Portugal. Tourism is widely acknowledged as a mechanism for cultural exchange, fostering intercultural learning and broadening global perspectives. This research aims to empirically analyze the experiences and behaviors of tourists within an unfamiliar cultural environment. The findings contribute to the broader academic discourse on the role of tourism in facilitating cross-cultural engagement and its implications for the tourism industry in China.

Longitudinal Dynamics of MSME Growth in Iloilo, Philippines: Assessing the Economic and Social Ripple Effects of Domestic Tourism

Ma. Gerlia Blanza — 2025-04-14

This longitudinal study delves into the impact of domestic tourism on Micro, Small, and Medium Enterprises (MSMEs) in Iloilo, Philippines, highlighting the economic advantages and the concurrent challenges. Interviews with MSME representatives revealed a significant boost in revenue during peak tourist seasons, leading to business growth and enhanced local employment. This economic benefit is further underscored by improvements in community infrastructure, funded largely by tourism-generated revenue. However, the study also uncovers several challenges. Chief among these is the inconsistency of seasonal income, compelling MSMEs to continually adapt to changing tourist preferences. This dynamic presents a complex balancing act for businesses striving to capitalize on tourism benefits while managing the unpredictability of the market. Focus Group Discussions (FGDs) reinforce the positive economic impact on MSMEs, but also bring to light critical concerns about environmental degradation and potential cultural erosion. These discussions suggest a delicate interplay between economic growth and the preservation of environmental and cultural integrity. Collaborative efforts among MSMEs are highlighted as a vital strategy to maximize tourism opportunities. The study recommends policy support, capacity building, and strengthened inter-business collaboration to address the identified challenges and enhance the benefits of tourism. Such collaboration is deemed essential for promoting sustainable tourism practices. Observations during the study indicate that businesses in tourist-heavy areas generally thrive, benefiting from their strategic locations and physical attributes. Nonetheless, there are evident signs of environmental stress in these areas, underscoring the need for urgent implementation of sustainable tourism practices. The study concludes that while domestic tourism is a catalyst for economic growth in Iloilo, it also presents sustainability challenges. These dual aspects of tourism's impact necessitate further research into sustainable tourism practices that can strike a balance between economic development and environmental and cultural preservation. The findings advocate for a nuanced approach to tourism development, ensuring it contributes sustainably to the economic and social development of the community, while safeguarding its environmental and cultural heritage.

Assessing an Eco-Destination Management Structure:A Case Study

João Carvalho — 2025-04-14

Ecotourism is very important in contributing to the development of a healthier way to do tourism and, at the same time, to the wealth of a territory. This study aims to assess a relevant case study – Peneda-Gerês National Park (PGNP), in Portugal, applying a new model approach to managing eco-destinations. The results show that all aspects predicted by the ATOS (Aims, Tools, Operational domains, and Stakeholders) model are present in PGNP management except for one: promoting cultural exchange and understanding. This empirical substantiation of the proposed model analysis opens the possibility of influencing ecotourism management practice, helping to perform private and public audits of eco-destinations in any part of the world. Moreover, it contributes to framing the development of new sustainable eco-activities and eco-destinations.

Digital Marketing of Tourism Destinations: The case of Lisbon

Cândida Silva — 2025-04-14

There is now a widespread recognition that the Web is the privileged place to search for and gather information in a wide variety of fields, as well as for consumers to share information about their experiences and interactions with brands, products and services. Moreover, it is increasingly important to realize that today digital communication is not completely controlled by the organization, there is a lot of content produced and shared by consumers, so their experience and involvement with the brand is crucial for the reputation and recognition of organizations on a global level. Tourism, particularly the management and promotion of tourist destinations, is no exception to this reality, so implementing an appropriate digital marketing strategy is essential for success in an increasingly global and competitive world, specially to create a strong digital brand. The aim of this work is to study the digital marketing strategies of the city of Lisbon. For that, it was analysed the social media networks Instagram and Facebook, and the official website, of Lisbon Regional Tourism Authority. Therefore, it was carried out a quantitative study to the social networks by analysing the official hashtags used through the platform Apify, and of the website using the framework proposed in the literature by Martinez-Sala et. al. In addition, it was conducted a qualitative study on 463 social media posts and to the website using the Access Monitor tool. The results shows that most of the posts using the hashtag #VisitLisbon are from Portuguese users and from companies, and that Instagram is much more used, which reveals that Portuguese companies are promoting the region, when promoting themselves, and for a younger audience. The website has a very attractive design and is coherent with social networks, but it has some weaknesses in terms of navigability and usability, as well as accessibility. In this sense, the digital marketing of the Lisbon region should be worked on so that tourists become its allies in promoting the destination.

Influence of Food Bloggers in Promoting Sustainable Gastronomic Tourism Empowering Rural Economies

MA FLORA COLLADO — 2025-04-14

This study investigates the influence of food bloggers in promoting gastronomic tourism as a tool for empowering rural economies, specifically focusing on the rural towns of Iloilo Province, Philippines. Social Influence Theory was the foundation, the study employs a qualitative approach to explore how food bloggers shape tourist behavior, foster economic growth, and enhance the visibility of local businesses. Data were gathered through focus group interviews with 25 purposively selected samples from stakeholders, including rural business owners, tourism officials, food bloggers and residents. The findings reveal that food bloggers significantly enhance rural tourism by portraying authentic culinary experiences and validating the appeal of lesser-known destinations. Through visually appealing content, personal narratives, and direct endorsements, bloggers create a sense of credibility and trustworthiness, heightening tourist curiosity and engagement with rural destinations. This increased interest translates into tangible economic benefits for the communities, as evidenced by higher customer inflow, increased revenue for local businesses, and the creation of new job opportunities. The economic boost supports the sustainability of rural areas, providing a vital source of income for businesses that rely on tourism and fostering entrepreneurial activities among community members. However, it also identifies critical challenges associated with food blogger-driven tourism. These include a growing dependency on influencers for visitor traffic, risks of over-tourism that strain local resources, and pressures to adapt or commercialize cultural practices to meet tourist expectations, potentially compromising cultural authenticity. In response, the study offers practical recommendations for rural tourism boards, local businesses, and food bloggers to develop collaborative, sustainable strategies that promote long-term tourism growth while respecting local culture and resources. Finally, the study calls for further research to examine the long-term economic impacts of digital influence on rural tourism and encourages comparative studies across different cultural regions to understand varying dynamics and strategies for leveraging digital influence in rural economic development.

From Virtual to Reality: Enhancing Cultural Tourism Through AI, VR, and the Metaverse

Pedro Correia — 2025-04-14

This paper examines the transformative role of Artificial Intelligence (AI) in cultural tourism, highlighting its integration with advanced digital platforms such as the Metaverse, Virtual Reality (VR), and Augmented Reality (AR). Traditionally, cultural tourism centers on immersive engagement with the tangible and intangible heritage of destinations. However, the adoption of AI and related digital technologies is revolutionizing how visitors interact with cultural artifacts and practices, creating personalized and deeply engaging experiences that were previously unattainable.
AI enhances the tourist experience by offering adaptive and intelligent platforms that personalize interactions based on real-time data analysis of visitor preferences and behaviors. This capability significantly enriches educational outcomes and visitor satisfaction by providing culturally relevant, context-aware content in multiple languages, thereby increasing accessibility and inclusivity. In virtual settings, such as the Metaverse, AI-driven interfaces allow for the creation of deeply immersive environments where users can interact with cultural heritage in ways that respect and preserve the authenticity of the original sites, thus supporting sustainable tourism practices.
Moreover, the use of VR and AR technologies, powered by AI, introduces unprecedented levels of interaction and immersion, making cultural tourism more vibrant and engaging. These technologies allow tourists to explore historical reconstructions or deeply engage with cultural narratives without the physical intrusion that can lead to site degradation.
However, this digital transformation presents significant challenges, notably in the commodification of culture and the potential loss of authenticity in cultural representations. This paper advocates for a balanced approach to integrating AI, VR, and AR technologies, such as the Metaverse, in cultural tourism. It emphasizes that technological advancements should enhance the visitor experience while preserving the intrinsic cultural value of heritage sites. By outlining a roadmap for responsible and sustainable implementation, this study seeks to contribute to the ongoing discourse on leveraging technology to enrich cultural tourism while upholding ethical standards and preserving cultural integrity.

Embracing History and Cultural Heritage Through the Chinese Hanfu Costume Tourism

Xin Cui — 2025-04-14

Cultural heritage tourism is conceptually framed by the dialectic between heritage conservation imperatives and commercial market demands, while intangible cultural heritage tourism encompasses the experiential engagement with performative, craft-based, and ritualistic practices that encapsulate both historical and contemporary socio-cultural narratives. Dressing in traditional costumes represents an emergent phenomenon within this paradigm, particularly in China, where Hanfu has gained prominence as an instrument for cultural immersion and intangible heritage preservation. By the end of 2023, the number of Hanfu enthusiasts in China exceeded 9 million, reflecting an exponential increase and highlighting the rapid evolution of this market segment. Employing a quantitative research design, this study utilises an online questionnaire survey administered to a sample of 476 adult tourists. This study aims to critically examine the underlying motivations that drive tourists to engage in traditional costume tourism, with a particular focus on Hanfu costume tourism in China. The findings elucidate three principal motivations underlying participation in Hanfu costume tourism. First, Hanfu functions as a critical medium for immersive cultural heritage engagement, facilitating a deeper connection with traditional culture while simultaneously satisfying tourists’ aesthetic aspirations and non-quotidian self-presentation. Second, the proliferation of Hanfu-related content on social media significantly influences tourist decision-making processes, reinforcing aspirational and performative dimensions of engagement. Third, the widespread adoption of Hanfu reflects an intensified cultural identification among Chinese tourists with their indigenous heritage, concomitant with a pronounced inclination towards cultivating ritualistic and affective dimensions within their travel experiences. This research makes a substantive contribution to the discourse on cultural heritage tourism by elucidating the interrelationship between traditional costume engagement and heritage tourism motivations. The findings offer valuable theoretical and practical insights for the strategic integration of traditional costume elements into cultural heritage tourism frameworks, thereby advancing both the preservation of intangible heritage and the enhancement of tourist experiences through embodied cultural participation.

The Evolution of Tourism in COVID Times: A Case Study

Annunziata de Felice — 2025-04-14

The Covid-19 pandemic has had a global impact not only in terms of the loss of human lives but also by imposing a different rhythm on the lives and work of individuals, leading to numerous social and economic transformations. Also, it has revolutionized tourists’ choices. The latter have always been influenced by the perception of travel risks and the need for health protection. As a result, the impact of the pandemic on the tourism sector has led to a halt in tourist flows, mainly due to restrictions imposed by governments to limit the spread of the virus. The increase in tourist flows and the desire to travel after two years of decline have not failed to materialize in 2022. At the same time, the pandemic has also accelerated the transition to more sustainable models, such as industrial tourism, defined as a set of activities aimed at exploring and understanding the places, traditions, and culture of regions. The aim of this work is to analyze, from a social and economic perspective, the evolution of tourism demand in Apulia caused by the Coronavirus-19 pandemic, and to identify the new needs of tourists through the development of training systems and human resources capable of enhancing the opportunities that the area offers. To this end, we empirically measure the attractiveness and sustainability of new industrial tourism in Apulia and we implement indicators according to the European Tourism Indicator System and the methodology proposed by Baldazzi, et al. (2016). We find that after Covid, the evolution and success of the tourism sector are connected to a series of drivers based on sustainability, local identity and the attractiveness of the area. More specifically, tourists in Apulia are attracted to specific types of tourism such as experiential, cultural, industrial, and slow tourism. These tourism forms are characterized not only by sustainability, but also by the transformation of isolated and forgotten places into attractive and profitable tourist destinations through innovative entrepreneurial ideas. In addition, the integration of digital competence, with the application of collaborative methodologies in educational training paths, represents valuable tools to prepare tourism professionals to successfully tackle the challenges of a rapidly transforming sector.

International Economic Relations and Sustainable Tourism: The Case of Greece

Georgios A. Deirmentzoglou — 2025-04-14

International economic relations are increasingly shaping the trajectory of global tourism, with profound implications for sustainability and environmental management. Economic partnerships, trade agreements, foreign investments, and technological innovations not only drive the development of tourism infrastructure but also influence sustainable practices through resource efficiency, environmental regulations, and cultural conservation. While these international dynamics can promote growth, they also pose risks of overtourism and environmental degradation if sustainability is not integrated into the core strategies of tourism development. The challenge lies in aligning economic growth with sustainable tourism practices, particularly in destinations heavily reliant on international tourism flows. This study examines the impact of international economic relations on sustainable tourism in Greece, with a specific focus on the Peloponnese region. By conducting in-depth interviews with policy-makers, the research explores how global economic interactions—such as trade policies, foreign direct investments, and tourism agreements—coupled with technological innovation, influence both the development and sustainability of the local tourism sector. Special attention is given to how cutting-edge technologies, such as digital platforms, data analytics, and smart tourism solutions, are leveraged to enhance environmental management and resource conservation. The study also addresses the opportunities and challenges faced by policy-makers in balancing economic development with environmental sustainability, providing key insights into the role of international cooperation and technology-driven solutions in promoting a sustainable future for tourism in Greece. The findings offer valuable policy recommendations for enhancing sustainable tourism practices in Greece and other regions navigating the complexities of global economic interdependence.

Presenting a Model to Improve the Healthcare Sector to Attract Medical Tourism

Michaelle Deonarain — 2025-04-14

To achieve the Sustainable Developing Goals set by the United Nations in 2015 in Agenda 2030, countries are striving to rebuild their economies during this post pandemic era. The ultimate goal of Agenda 2030 is to end poverty and inequality, protect the planet and ensure that all people enjoy health, justice and prosperity by 2030. The global healthcare sector has gained attention as an essential component in accomplishing SDG3 which focuses on good health and wellbeing. The global tourism sector has aligned itself with SDG1 which focuses on zero poverty in all its forms everywhere. Additionally, SDG12 focuses on ensuring sustainable consumption and production patterns, which is key to sustain the livelihoods of current and future generations. This paper aims to present a model to strengthen to healthcare sector in South Africa to improve medical tourism to the region in order to achieve the SDG goals highlighted. South Africa already has a robust medical tourism sector as the private healthcare sector is able to provide cost effective solutions and shorter waiting times for specific medical procedure. South Africa's private healthcare system is world-class for medical tourism because it is supported by a thriving medical insurance market. However, the public healthcare system has not been able to benefit from the current synergies between to medical tourism and private healthcare sector. Upgrading and expanding the healthcare sector may lead to improvements and growth in both the sectors and better achievement of the SDG goals. A study was conducted in the South African Healthcare sector using mixed methods to collect data from a purposive sample while adhering to a descriptive exploratory paradigm. A comprehensive questionnaire was administered to 322 participants who worked in frontline positions at selected public healthcare facilities in South Africa. The data showed that frontline healthcare personnel experience daily struggles and challenges that limit their ability to provide high-quality of service. Based on the results of this study, this paper will present a model for improving the quality of healthcare service delivery in an effort to provide improved and expanded services to the medical tourism industry.

Memorable Tourism Experience in Hot-Air Ballooning: Its Antecedents and Consequences

Yusuf Dündar — 2025-04-14

Hot-air ballooning is considered an activity conducted in rural areas that involves adventure and participants' interactions with the natural environment. A hot-air balloon ride is regarded as a memorable tourism experience. Memorable tourism experiences are argued to be the best predictors of future behaviours. If tourists have a positive perception of the destination country and the destination itself, they are more likely to feel that they will have a memorable tourism experience, which in turn leads to higher revisit and recommendation intentions. Empirical research investigating the antecedents and consequences of memorable tourism experiences remains insufficient. This study, leveraging the Theory of Planned Behaviour and focusing on hot-air ballooning, aims to fill this gap by proposing and testing a model that explores the relationships between country image, destination image, memorable tourism experience, revisit intention, and recommendation intention. The relationships were examined using PLS-SEM. Data were collected from foreign tourists participating in hot-air balloon tours in Cappadocia, Türkiye, one of the leading destinations for hot-air ballooning in the world (N=764). According to the regression analysis results, country image has a strong positive effect on destination image (β = 0.86, t = 71.976, p < 0.01). Additionally, the country image positively influences memorable tourism experience (β = 0.34, t = 7.018, p < 0.01). Destination image also has a positive impact on memorable tourism experience (β = 0.60, t = 12.951, p < 0.01). Furthermore, destination image mediates the effect of country image on memorable tourism experience (β = 0.52, t = 12.684, p < 0.01). Finally, a memorable tourism experience has a strong positive effect on future behavioural intentions (β = 0.89, t = 66.672, p < 0.01). It is emphasized that in destinations recognized for hot-air ballooning, such as Cappadocia, creating a positive country and destination image can enhance the likelihood of tourists revisiting and recommending the destination to others. In this context, when developing marketing strategies, the impact of the country’s image on destination image should be considered, and the focus should be on providing tourists with memorable experiences. Since convenience sampling method was used in the data collection process in this study, it is an exploratory study, and the generalizability of the results is limited.

Participatory Governance: Providing Tools for Local Communities to Engage in Tourism Management

Patricia Esteves — 2025-04-14

The participation of local communities in decision-making and governance processes is critical to achieve sustainable management of tourist destinations, particularly as anti-tourism protests continue to emerge across Europe. Despite this, many destinations rely on traditional tourism management models that lack consultation mechanisms, often neglecting the needs and concerns of residents. Additionally, Destination Management Organizations (DMOs) frequently fail to provide effective channels, platforms, or processes for local stakeholders to offer feedback and contribute with suggestions. This study seeks to address these challenges by identifying tools and strategies that promote active engagement of local communities in tourism management. Drawing on a literature review of participatory governance, the results present a comprehensive overview of tools and processes that enable active community engagement in the governance and management of tourism destinations. The findings also underscore the importance of integrating community voices into decision-making processes to enhance the sustainability, equity, and resilience of tourism destinations. Theoretically, this study lays a foundation for further exploration of tools designed to enhance community participation in governance and encourages reflection on how participatory governance can be effectively operationalized to balance the needs of local communities with the demands of the tourism industry. From a practical perspective, the findings emphasize the importance of integrating participatory governance into the operational frameworks of DMOs. Such integration not only enhances resident satisfaction, creating a more welcoming environment for tourists, but also attracts visitors in a more sustainable manner.

South African Domestic Tourists and Local Foods: Measuring the Four Dimensions of the Experience Economy

Hennie Fisher — 2025-04-14

Despite South Africa adopting a new democratic dispensation 31 years ago, the country remains burdened by inequality, unemployment and other social and economic struggles. The South African White Paper on the Development and Promotion of Tourism in South Africa calls for leveraging tourism to drive environmental preservation, cultural enrichment, and economic progress. Therefore, it is of the utmost importance to develop local food tourism. The aim of this research was to establish the effect of local food and food-related experiences on local tourists’ experiences. Even though the four classic Experience Economy dimensions proposed by Pine and Gilmore, namely Entertainment, Education, Escapism and Aesthetics, were applied, the researchers took note of the newly added Entrepreneurial dimension by Chirakranont and Sunanta. Data was collected during December 2024; of the 276 valid responses, 97.5% indicated that they always/sometimes search for local foods when travelling locally. The Sweet-spot effect was not identified for any of the respondents, nor did any of the four dimensions achieve a score close to five on the 5-point Likert scale for Agreement. There appears to be a missed opportunity, as the lower-than-ideal experience dimension results of the EE model indicated that local food entrepreneurs are still not capitalising on their niche local foods and offerings.

Enhancing Event Quality Through Mystery Shopping: Integrating Theoretical and Practical Perspectives

Johanna Heinonen — 2025-04-14

While the SERVQUAL model by Parasuraman et al. (1988) provides a robust framework for assessing service quality
through dimensions such as tangibles, reliability, responsiveness, assurance, and empathy, its practical application to live
events remains underexplored. Pine and Gilmore's (1998) concept of the "experience economy" underscores the importance
of creating memorable customer experiences. However, traditional methods often fail to capture detailed and objective
insights. Deming's (2000) Plan-Do-Check-Act (PDCA) cycle emphasises continuous improvement, aligning well with the
mystery shopping method, which offers actionable feedback in refining event planning and execution for this case. However,
there is a lack of research on how mystery shopping can be systematically applied to evaluate and enhance live event
experiences. Furthermore, while Kotler et al. (2016) highlight the importance of effective customer feedback mechanisms,
there is a gap in understanding how mystery shopping can provide granular insights from initial contact to post-event followup,
thereby supporting continuous improvement and addressing SERVQUAL dimensions. Solomon (2019) stresses the need
to understand consumer behaviour, particularly given the significant financial and emotional investments involved in events.
Nevertheless, there is limited research on how real-time observations of behaviour and interactions, as captured through
mystery shopping, can be utilised to improve the event experience. This study aims to fill these gaps by exploring how student
engagement and cooperation in the mystery shopping process can enhance the evaluation and quality of live events across
all phases of the customer journey. The research followed a structured methodology based on Morrison et al. (1997) and
Curri-Mehmeti (2020), starting with brainstorming and defining the objectives of the mystery shopping experiment in April
2024. The study evaluated events from the customer journey perspective, covering pre-event, arrival, during-event, and
post-event phases. Specific evaluation criteria were developed, and a Webropol online survey with 28 questions, including
12 open-ended ones, was used to gather detailed feedback. Six voluntary participants from LAB University of Applied
Sciences were recruited and trained as mystery shoppers. They evaluated various events in South Karelia, providing insights
into service quality, customer experience, and operational efficiency. The data collection spanned from June to August 2024,
with students submitting evaluations and photos to verify their attendance. This methodology ensured comprehensive and
actionable feedback for event organisers while offering students practical learning opportunities. Findings indicate that
mystery shopping yields objective feedback on customer experiences, guiding strategic decisions and enhancing training. It
identifies behaviours affecting customer satisfaction and promotes continuous improvement. Using technology can further
enhance feedback accuracy. This study shows that mystery shopping is an effective tool for evaluating and improving event
service quality, offering actionable insights for organisers and enriching students' learning experiences by linking theory with
real-world applications.

The Relationship Between the Perception of Environmental Pollution With the Tourist Experience of Visitors to Chimbote Bay

Marcia Cabala Hernández — 2025-04-14

Several studies have addressed the impact of tourism on the environment, but few have focused on how the
environment can influence the tourism activity and visitor's experience. Visitors’ perceptions of environmental
contamination could pose a significant barrier to the optimal development and success of tourism destinations. This is the
case of the Chimbote Bay, that has - high levels of contamination due to industrial activity and untreated waste. The main
objective of this research was to determine the relationship between the perception of environmental pollution and the
tourist experience and in intention to revisit Chimbote Bay. A mixed methodology was employed with the qualitative phase
following an interpretative design and the quantitative phase used a non-experimental correlational design. The results
showed that visitors to the destination perceived three types of environmental pollution in the bay namely air, water and
soil, which highlighted the evidence of an environmental problem in the area. The study also determined an inverse
relationship existed between the perception of environmental pollution with the tourist experience. As the perception of
pollution increased, the tourist experience decreased. Similarly, an increased perception of environmental pollution reduced
the intention to revisit the bay.

Driving Transformation: Increasing Customers’ Willingness to Pay in Transformative Travel Services

Henri Karppinen — 2025-04-14

Why does pricing fail to meet consumer expectations? According to Zeithaml et al. (2020), more attention is needed in service research to understand how customer value is associated with products and services, and how value is assessed. One area of interest is transformative services, where interactions between service providers and consumers influence the well-being of both (Anderson et al., 2013). Within this field, transformative value represents the social dimension of value creation that promotes well-being, as defined by Blocker and Barrios (2015). This study focuses on transformative services and value creation from two perspectives: the consumer’s willingness to pay and value creation mechanisms. Brandenburger and Stuart (1996) define total value created (TVC) as the difference between the consumer’s willingness to pay (WTP) and service input costs (C). Biloshapka and Osiyevskyy (2018) refine this by adding price (P) and dividing TVC into the consumer’s value capture (WTP - P) and business value capture (P - C). The consumer’s value capture is supported by value creation mechanisms—including value proposition, targeting, delivery, and appropriation (Biloshapka and Osiyevskyy, 2018). The study adopts a qualitative and exploratory approach, utilizing panel survey data (n = 1040) to identify potential implications for value creation mechanisms in transformative travel services. Survey participants were asked to assess their interest in and willingness to pay for 29 tourism services and products. The focus of the analysis was on identifying value creation mechanisms and exploring their adaptation options within each group. The findings indicate that value creation mechanisms in relation to willingness to pay are crucial in transformative services. The study concludes that: (1) transformative services benefit from new types of value creation mechanisms, and (2) the willingness-to-pay approach might overlook the transformative nature of the service. Further research is proposed to explore the implications of extended value creation mechanisms for service design.

The Role of Film Festivals in Promoting Cultural Identity of Tourism Destinations

Alexandra Meira Lavaredas — 2025-04-14

Film festivals have become increasingly important in the tourism industry, providing a unique opportunity to highlight the diverse cultural heritage of the regions where they are hosted. This study aims to explore the role of film festivals in promoting and shaping the cultural identity of tourism destinations, focusing on how they contribute to the crafting and dissemination of a destination's cultural identity. This research employs a qualitative approach, using content analysis of videos from the 17th edition of the ART&TUR Festival (2024) to evaluate how dimensions of cultural identity are reflected in tourism promotional videos. The findings from this study reveal that tourism promotion videos are strategically incorporating a variety of cultural elements to craft the identity of each destination. Film festivals, particularly those focused on tourism promotion, act as important platforms for both showcasing and preserving cultural identity. Tourism promotional videos, as key tools in cultural diplomacy, allow destinations to showcase their heritage, but they also risk reinforcing stereotypes or oversimplifying complex identities. For local communities, the study emphasizes the importance of being actively involved in the creation of tourism promotional materials, promoting cultural preservation while still embracing the economic opportunities tourism brings. The paper concludes by summarizing the key insights and offering recommendations for future research and practice in this area.

Evaluating the Current Developments and Future Prospects of Agritourism: The Case of Cyprus

Stelios Marneros — 2025-04-14

This paper aims to investigate the prospect of agritourism in the island of Cyprus. For this purpose, primary research was carried out by collecting data through face-to-face in-depth interviews with managers/owners of a representative sample of agritourism establishments. Particular focus was placed on current developments and future scenarios of how agritourism can become an alternative sustainable form of tourism in the Cypriot tourism industry. Note that Mass tourism is currently frowned upon due to its negative effects. On the other hand, special interest or alternative tourism, could have fewer negative impacts on tourist sites and help battling the negative effects impact of mass tourism. In the case of agritourism tourists or otherwise visitors stay on farms, while at the same time participating in work related to agriculture or agricultural activity. It was found that this type of tourism can contribute both to the strengthening of the countryside and the elimination of some of the regional disparities. It is thus a form of sustainable tourism and it has now part of the development strategy of the European Union to support disadvantaged rural regions in countries where agriculture and farming occupy a small part of the GDP. The findings for the case of Cyprus provide entrepreneurs and tourism institutions, suggestions for the effective development of agritourism, that could also fill in the gap during the low demand seasonality periods and further support neglected rural communities.

Circular Economy in the Restaurant Sector: Do Practices Go Hand in Hand?

Antonio Melo — 2025-04-14

The growing importance of sustainability has led the restaurant sector to explore circular economy practices to reduce waste and improve resource efficiency. This ongoing study examines the correlation between the adoption of one circular economy practice and the implementation of another within the restaurant sector. The study aims to identify specific practices that are related and assess the extent of these associations. A quantitative methodology was used with a survey that evaluated the adoption of 22 circular economy practices. Data collection was conducted between June and September 2023, resulting in 304 responses. Data were analyzed using SPSS version 28.0 with factor analysis employed to identify patterns of practice adoption. The results reveal that while some practices are indeed implemented together, such as energy-efficient equipment being strongly associated with monitoring energy consumption, many other practices did not exhibit significant correlations. For instance, waste reduction initiatives and water-saving measures often appeared isolated, without a consistent implementation linked to other practices. This suggests that restaurants may focus on aspects of circularity while neglecting others, indicating a fragmented rather than integrated approach. The findings point to key areas, such as waste management and energy efficiency, where more strategic interventions could encourage a holistic adoption of circular economy principles. These patterns underscore the need for further investigation into barriers that prevent cohesive practice implementation and opportunities for aligning efforts across multiple sustainability dimensions.

Industrial Tourism in Small and Medium-Sized Industrial Enterprises: Challenges and Opportunities

Zulmira Montenegro — 2025-04-14

This paper explores Industrial Tourism (IT) within Portuguese small and medium-sized enterprises (SMEs). It aims to identify the main challenges and opportunities of this tourism product and offers suggestions to enhance the sustainability and competitiveness of these organizations. This research seeks to understand the perspective of active industrial enterprises, or the "living industry," and how this type of tourism can enhance their sustainability and competitiveness. Primary data was collected through a questionnaire administered to 186 SMEs in Portugal. The findings show that most Portuguese SMEs do not engage in IT, mainly due to logistical, security, and strategic concerns. However, the study concludes that IT offers opportunities for SMEs to improve their marketing approaches, societal relationships, business strategies, and human resources.

Green Leadership, Motivation, Commitment and Performance in the Operational Teams of the Portuguese Hospitality Industry

Raquel Moura — 2025-04-14

This study examines the relationships between green transformational leadership, green motivation, green commitment, and green performance in the Portuguese hospitality sector. Using a quantitative approach, data were collected from 127 operational hotel employees through a structured questionnaire with 28 closed-ended questions across four dimensions. Statistical analysis, including Pearson correlations and multiple linear regression, confirmed significant positive correlations between the variables. The results showed that green commitment plays a crucial mediating role, acting as the main predictor of green performance. However, contrary to previous studies, green transformational leadership and green motivation did not directly influence performance. These findings underscore the need for companies to enhance green commitment training, incentives and employee alignment with sustainable practices. Future research should explore additional factors that influence green performance, such as corporate social responsibility and alternative leadership styles.

Recovering Together: A Moderated Mediated Analysis of Co-Created Recovery on Repatronage Intentions

Kyrie Eleison Muñoz — 2025-04-14

Service failures can significantly impact hotel customers’ loyalty, often leading to negative re-patronage intentions. However, how service recovery efforts are designed and implemented is crucial in mitigating these adverse effects. Co-created service recovery, where customers actively participate in solving service failures, has emerged as a critical strategy to improve customers’ subsequent behaviours. Drawing on the value co-creation theory, this study investigates the moderating effect of co-created service recovery on customers’ responses to service failures and their subsequent re-patronage intentions. A two-phase quasi-experimental study was conducted to determine the effectiveness of co-created service recovery relative to customers’ aversion, distrust, and negative re-patronage intentions. Quantitative data was obtained from 153 purposively sampled participants. Data was analysed using a t-test and moderated mediation analysis using Model 14 in PROCESS macro. The findings suggest that when customers perceive their input as valued during recovery efforts, they are less likely to be aversive and distrustful towards the hotel. In turn, their negative re-patronage intentions are reduced. These findings provide important insights for hotel managers on enhancing co-creation as a service recovery strategy to improve customer loyalty and retention.

Policy Approaches to Sustainable and Circular Economy Tourism: Comparative Case Studies of Japan and China

KOON MURAKAMI — 2025-04-14

This study compares Japan and China's tourism policies, focusing on sustainability and the circular economy. Post-COVID-19, the circular economy has emerged as a vital framework for sustainable tourism recovery. Using three criteria—efficient resource use, contributions to regional economies, and environmental and social well-being—this research evaluates policies through comparative case studies. Japan employs a decentralized approach, led by local governments and DMOs, emphasizing ecotourism and cultural preservation. China adopts a centralized, top-down approach, prioritizing large-scale infrastructure and digital technologies for policy efficiency. The findings reveal Japan's focus on long-term sustainability through community-driven, culturally sensitive policies, while China emphasizes rapid economic growth and tourism expansion through centralized planning. The study proposes a hybrid model integrating regional flexibility with centralized coherence to balance sustainability and economic growth. This research contributes to the discourse on sustainable tourism by analysing contrasting governance structures and their implications for policy-making.

Exploring Sustainable Tourism Research Trends: A Literature Review of the Last Decade

Elisabete Nogueira — 2025-04-14

Sustainable tourism has emerged as a critical focus in contemporary discussions surrounding environmental conservation and social responsibility. As global tourism continues to expand, the need for sustainable practices becomes increasingly urgent to mitigate adverse impacts on natural ecosystems and support local communities. This article presents a systematic literature review dedicated to exploring the key research trends in sustainable tourism from 2015 to 2024. The review aims to synthesize existing knowledge and highlight the importance of sustainability in the tourism sector. Data for this review was collected from the Scopus database, utilizing the keywords "sustain* tourism". This search yielded a total of 620 articles, reflecting a robust body of research in this vital area. A thematic evolution analysis was subsequently conducted to map the most prominent research areas and uncover existing gaps and opportunities for future inquiry. By focusing on the evolution of themes within the field, this study provides insights into both current and emerging topics relevant to sustainable tourism. Findings show that, the themes in sustainable tourism research have shown both divergence and convergence over time. From 2015–2019, "sustainable tourism" split into "sustainable tourism," "governance," and "development" by 2020–2022, with the latter two peaking during this period. Simultaneously, topics like "community participation," "place attachment," and others converged into "sustainable tourism." By 2023–2024, research trends displayed greater specificity. The findings from this literature review are importance to various stakeholders, including academics, policymakers, businesses, and governmental agencies. By offering a thorough perspective on sustainable tourism research, the review aims to facilitate informed decision-making processes and foster the development of more effective strategies that address sustainability challenges within the tourism industry. Furthermore, this article serves as a vital resource for guiding future research endeavours and practical applications aimed at resolving the complex issues associated with sustainability in tourism. Ultimately, the emphasis on sustainable tourism practices not only contributes to the conservation of natural and cultural resources but also ensures the well-being of local communities and the overall health of tourist destinations. By fostering collaborative efforts, this review underscores the importance of integrating sustainability into the core of tourism development strategies for a more equitable and sustainable future.

A Model for Monthly, Local-Level Airbnb Changes Using Public Dataset

Youngjun Park — 2025-04-14

This study presents a novel methodological framework for estimating monthly variations in Airbnb listings across Seoul's administrative districts from 2017 to 2019, leveraging publicly available datasets. The proposed model integrates key factors such as housing supply, lodging unit density, proximity to tourist attractions, and retail sector activity, using negative binomial regression to quantify their impact on Airbnb dynamics. Our analysis demonstrates significant variations in these effects across different districts, with the model achieving superior statistical accuracy (average Pseudo R² of 0.7922) compared to baseline approaches. These findings underscore the utility of using accessible, timely data for capturing short-term rental market trends and highlight the model's potential applicability in diverse urban tourism settings. The research contributes valuable insights for tourism management, helping to develop policies that align with sustainable tourism growth and local economic development. The results indicate that proximity to major tourist destinations and the number of foreign visitors are among the most influential factors in determining Airbnb activity, highlighting the strong connection between short-term rentals and tourism demand. Lodging unit density and retail composition also play significant roles in shaping the distribution of Airbnb listings, suggesting that tourism infrastructure and commercial activity are key determinants of short-term rental market expansion. The study finds that certain districts experience high Airbnb concentrations due to their tourism appeal, whereas others exhibit minimal short-term rental activity, reflecting the heterogeneous nature of urban tourism accommodation demand. Our monthly regression analysis captures dynamic fluctuations in Airbnb listings, addressing the limitations of traditional models that rely on annual data. This research has critical implications for tourism stakeholders, including policymakers, destination managers, and hospitality businesses. By incorporating real-time, publicly available datasets, our approach facilitates responsive and data-driven decision-making to manage the short-term rental market effectively while fostering sustainable tourism growth. Future studies can extend this model to other urban contexts to explore how different socio-economic and regulatory environments influence short-term rental patterns. The adaptability of this methodology makes it a valuable tool for ongoing research in tourism analytics and policies.

Exploring Portugal's Wine Tourism: Tradition, Culture, and Future Opportunities

Teresa Alexandra Azevedo Pataco — 2025-04-14

Our paper examines the successful realm of wine tourism in Portugal, focusing on the country's 14 distinct wine regions. Recognized for its rich winemaking tradition and diverse terroirs, Portugal stands out as a premier destination for wine enthusiasts around the world. This research evaluates how each region's unique identity, cultural heritage, and breathtaking landscapes contribute to its image as a desirable tourist destination. Portugal's 14 wine regions include the renowned Douro Valley, known for its exquisite Port wine, and Alentejo, celebrated for its robust reds, each offer a unique palette of flavors and experiences. These regions are not only rich in wine production but are also steeped in cultural and historical significance, which enhances their appeal. Whether it's the sun-drenched vineyards of the Algarve or the verdant fields of Minho, these landscapes offer more than just wine; they offer stories embedded in centuries of tradition. The variety and quality of accommodation available cater specifically to the needs of wine tourists. Visitors can choose from a range of options, such as luxurious vineyard estates where they can immerse themselves in the winemaking process, or charming rural lodges that offer a more intimate connection with the local culture. These hospitality options often include gourmet dining experiences that pair regional dishes with local wines, as well as activities like vineyard tours and wine tasting sessions that educate guests on the nuances of wine production. In positioning these regions within the wine tourism segment, this paper highlights Portugal's prowess in attracting both domestic and international visitors. The increasing interest from countries around the world underscores the country’s significant role in the global wine tourism market. However, the regions face challenges such as maintaining sustainability and navigating economic fluctuations. Addressing these issues, alongside embracing digital marketing strategies, presents growth opportunities in a competitive market, helping to further establish Portugal as a leading wine tourism destination. These insights will help craft strategic marketing initiatives and improve infrastructure, while providing invaluable insights for stakeholders such as regional tourism boards, hospitality providers, and wine estates. By understanding and capitalizing on the regions' unique strengths, these stakeholders can effectively enhance their appeal, ensuring a thriving future for Portugal's wine tourism industry.

The Critical Role of Cybersecurity Education in Health Tourism

Jyri Rajamäki — 2025-04-14

Health tourism is expanding due to the availability of high-quality medical care at lower costs in various countries. With this growth comes an increasing need to enhance cybersecurity, as patient data and other sensitive information are vulnerable to cyberattacks, which can lead to identity theft, financial fraud, and privacy breaches. Therefore, robust cybersecurity measures are essential to protect patient data. One challenge is the international transfer of patient data. When patients travel across borders for medical treatment, their data must be securely transmitted between healthcare providers in different countries. This process introduces cybersecurity risks, and healthcare providers must implement strong encryption methods and secure communication channels. This paper discusses the vulnerabilities of information systems used in medical tourism and how they should be considered in higher education teaching. Many healthcare facilities rely on interconnected systems and devices like EHR and IoT to provide efficient care. However, these systems can be susceptible to cyberattacks if not properly secured. A case study on medical tourism in Finland illustrates the practical implications of these cybersecurity challenges. These examples highlight the importance of adopting best practices and successful cybersecurity strategies to safeguard patient information. Recommendations for improving cybersecurity for stakeholders in the medical tourism sector include investing in advanced cybersecurity technologies, providing regular staff training, and developing comprehensive cybersecurity policies. By prioritizing cybersecurity, medical tourism providers can maintain patient safety and trust, which are critical for the continued growth and success of the industry. The importance of cybersecurity training and education in the health and wellness sector and the tourism industry cannot be overstated. Ensuring that all stakeholders are aware of the risks and equipped with the knowledge to mitigate them is essential for protecting patient data and maintaining the integrity of medical tourism services.

Butterfly Effect Shaping the Tourism Ecosystem: A Case Study of Border Security and Tourism from Strandzha Nature Park

Rositsa Röntynen — 2025-04-14

This article examines a case from the largest protected area in Bulgaria – Strandzha Nature Park, located at both a national border and an external border of the European Union. Here, the acute, pressing needs of national security intersect with long-term nature- and culture-based tourism efforts. The tourism ecosystem, as a business ecosystem, is characterized by complexity. In such complex adaptive systems, the butterfly effect can be observed, where small contributions or changes in the initial conditions lead to dramatic consequences and often unpredictable results, affecting the overall health of the system. The research presents the impacts of a new business traveler segment – policemen and soldiers stationed in the region – on tourism in the municipality of Malko Tarnovo, which lies entirely within the park's boundaries. To assess these impacts, statistics, secondary analysis of expert interviews, and online communications were reviewed. The results reveal both positive and negative direct alterations in the accommodation supply which, in turn, could further influence many aspects of both consumer behavior and tourism service providers’ decisions. The study suggests that the state, as the factual customer of business tourism services, should recognize its role within the ecosystem and contributes to the strategic development of tourism in the region, rather than unintentionally disrupting it. By examining a specific case in tourism practice, the study offers empirical validation of the ecosystemic governance framework in tourism. Furthermore, it contributes to tourism governing in other similar regions across Europe.

The Profile of the Finnish Rural Tourism Developer: An Unexplored Realm

Rositsa Röntynen — 2025-04-14

Rural tourism plays a pivotal role in fostering regional development and sustaining the livelihood of rural areas. It is a sector shaped by both internal and external influences due to its economic, cultural, and social significance. However, the individuals responsible for developing rural tourism, who serve as key resources and facilitators of other resources, remain underexplored. This paper seeks to fill that gap by constructing a profile of the Finnish rural tourism developer. By utilizing a resource-based approach within the context of rural tourism, the study underscores the importance of these developers not only as drivers of tourism but as central figures in the efficient use of regional resources. The research investigates several critical aspects: the nature of rural tourism developers’ work, their competence needs, accessible funding tools, and the topics they consider important, promising, or challenging. To address these questions, empirical data was employed, drawn from a secondary analysis of a nation-wide questionnaire distributed to developers. Additionally, qualitative insights were gathered from four regional workshops held with developers across Finland. This mixed-methods approach allows for a comprehensive understanding of the developers' profile and their operational environments. Conducted as part of the Rural Finland Tourism Hub, a national development project funded by the European Agricultural Fund for Rural Development, this study has significant implications for the future of rural tourism. The findings suggest that rural tourism development efforts should not only rely on the capabilities of these developers but also actively support their professional growth and operational environments. By highlighting the crucial role that developers play in rural tourism, the study calls for targeted strategies to enhance their competencies and to foster a more supportive environment for their work. This paper contributes to the academic discourse on rural tourism and offers practical insights for policymakers and stakeholders invested in the sustainable development of rural areas.

Second Homes and Potential Impacts on Return Migration and Rural Tourism Development

Rossana Santos — 2025-04-14

The emergence of second homes in Portugal are strongly related to emigration (especially between 1960-1974) and out-migration (between 1960-1973) and the consequent depopulation of many rural areas where, apart from new housing construction, the emigrants’ and out-migrants’ first homes were frequently converted into second homes. These territories are still socially depressed, mainly due to the inability to create employment and income opportunities, as also attract and nurture the establishment of communities. In this case, culture can be a generator of important external economies of human capital and a catalyst for tourism development The tourism sector, too, under certain conditions, can be a driving force for economic activity in general. Therefore, the UNWTO Framework Convention on Tourism Ethics (2020) states the strategic importance of the association of local populations in tourism activities. Thereby, this study suggests that those second homes can encourage return migration and rural tourism development in Portugal. How return migration will address rural culture and tourism development will also influence how visitor’s perceive local culture and hospitality in the places of origin of Portuguese emigrants. With this aim, 5,157 Portuguese emigrants were surveyed through the application of a questionnaire to assess the potential impact of their return on tourism development in Portugal. Results show that Portuguese emigrants of the working age and with a second home in a rural area consider that their participation in associations of Portuguese emigrants in the host country, has been a way of maintaining their culture of origin. If they had a job in the tourism sector, in Portugal, would like to control their own working hours so that they can have a rural lifestyle and reconcile with the practice of agriculture, mainly for self-consumption. While locals, their return can also strengthen rural culture and, consequently, develop rural tourism in Portugal. The financial benefits are similarly key variables that can encourage them to rent accommodation units in the second home of their family in the place of origin.

Understanding Tourist Experience in Mountain Hotel Accommodation: A Qualitative Assessment Of Online Reviews

Mehlika Saraç — 2025-04-14

This study examines tourist experiences in mountain hotels within Uludağ, Türkiye’s premier winter tourism destination, by conducting a qualitative analysis of online reviews on TripAdvisor. In winter tourism, electronic word-of-mouth (eWOM) plays a pivotal role, as guest reviews directly impact booking decisions and overall destination appeal. Findings from this study reveal that food quality, room comfort, and staff interactions are crucial determinants of guest satisfaction, while dissatisfaction often arises from limited menu variety, room cleanliness, and issues in common areas. Unique elements of Uludağ’s environment, such as scenic landscapes and winter sports, significantly enhance guest experiences, underscoring the importance of integrating cultural assets into the hospitality offerings. The study highlights the potential of eWOM as a feedback mechanism for mountain hotels to address weaknesses, improve service quality, and better align with customer expectations. These insights suggest that addressing critical areas for improvement and leveraging Uludağ’s unique local features could enhance its competitiveness in the winter tourism market, fostering both customer loyalty and regional development. Acknowledgement: This study is supported by REMODEL project which is funded by the European Union’s Horizon Europe research and innovation programme under grant agreement No 101079203. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union. Neither the European Union nor the granting authority can be held responsible for them.

Revenue Assessment of the Current Tourism Industry of Bandarban Hill District, Bangladesh, and its Economic Impact on the Local Indigenous Community

Shaing Shaing — 2025-04-14

The tourism industry has been acknowledged as a contributor to destination economies in many countries. The
tourism industry of Bandarban Hill District is a flourishing sector. The majority of people are heavily dependent on Jhumbased
agriculture. Further, there is no emerging sector that can create new workplaces or factories overnight. As the
geographical location, culture, people & society, and political scenarios of this area are different from most country districts,
special observation and planning are needed to improve its economic situation. As the tourism industry of this area blooms
automatically, the industry can be turned into a productive sector. So the people of this area can have more options for jobs.
As a result, people will experience work diversity and social benefits in the long run. The research project aims to study the
amount of revenue generated by this industry and identify its beneficiaries, their positions in the tourism industry, and the
status of supply chain management. The study revealed that the district annually generated a large amount of revenue just
after post covid. Comparing this amount to the research done 9 years ago, the revenue has increased almost 4 times. Among
the 7 upazilas, Bandarban Sadar, Thanchi, and Rowangchari are holding first, second, and third positions respectively in terms
of the amount of revenue. Most of the frontiers of this industry are elite class and many of them are outsiders. Locals are
running mid to small-sized businesses and the amount of revenue generated by them is not greater. Although this industry
is creating job opportunities for locals, the contribution could be doubled or increased if the industry is managed and
promoted systematically by proper authority. Community empowerment is possible by bridging the gaps in the supply chain
by spreading the benefits and advantages of this important industry among the common people. In addition, Bangladesh has
set the Sustainable Development Goals-SDGs target by 2030, where Bandarban can become a model through the
implementation of the proposed institutional framework.

The Model of Social Sustainability in Music Festivals: An Empirical Contrast

Siles David — 2025-04-14

The conceptual model of social sustainability in musical events was developed and presented in a social analysis exercise using theoretical-practical methods to obtain relevant conclusions about its effects on the social sustainability of a tourist destination and its prosperity. After analyzing key indicators of social sustainability from the perspective of the destination's inhabitants, tourists, and experts in the tourism sector, it was possible to draw the necessary conclusions to design the conceptual model, as well as its advantages and disadvantages. Thus, there is a starting point for the analysis of social sustainability in this type of event from which to advance in the practical development of the conceptual model by carrying out the empirical contrast. This work intends to use as a basis the conceptual model to contrast it using annual surveys focused on social sustainability as those carried out at the time of the initial development of the model, surveys about the degree of acceptance from residents designed to measure opinions about the social impact of the event. Through the data obtained from the surveys during three time periods in a row, it is pretended to contrast the validity of the model with the passage of the different editions of the music festival, analyzing the coincidences and deviations produced among the analyzed periods. The residents of the destination should obtain an improvement in their standard of living thanks to what the tourists bring them. Finally, after answering the hypothesis set, aspects related to the robustness and durability of the model, as well as the tourist valuation of the festival and, therefore, the evolution of the prosperity of the destination and the temporal influence of the festival on that prosperity, can be detailed. The contrasted model of social sustainability in music festivals will be useful to managers of tourist destinations, who will be able to organize this type of events with the knowledge of the implications that the model reveals, both positive and negative, at the level of commitment with the inhabitants of the destination, as well as with the tourists who come and the contribution they make.

How Human Resources Management Practices Affect Employee Satisfaction and Motivation: A study in the Hospitality Sector

susana Silva — 2025-04-14

The employees’ behavior in the hotel industry plays a fundamental role in customer satisfaction, as it directly affects the quality of the service provided to consumers. Several authors have highlighted employees as an essential resource for achieving business success in the hospitality sector. This study aims to understand the impact of Human Resource Management Practices in the hotel industry and their influence on employee motivation and satisfaction in the workplace, using a hotel group as a case study. A quantitative, cross-sectional, and correlational study was carried out by applying a questionnaire to 60 employees (30 women and 30 men) from a hotel group aged between 18 and 34. The data and hypotheses were tested using IBM SPSS 28.0. The results show that recruitment, training, performance evaluation, and reward management practices are related to the level of employee satisfaction. In turn, recruitment practices, performance evaluation, reward management, diversity and inclusion, and administration and control are related to employee motivation. The conclusion is that human resource management practices should be used to meet the needs of employees, promoting their satisfaction, motivation, and organisational commitment.

Erasmus Mobility: Fostering Cultural Sensitivity Through Youth Exchange

Goretti Silva — 2025-04-14

The recent massive expansion of Tourism has generated intense debate, generally expressing support but, at times, voicing displeasure more than is desirable. This underscores the need for a discussion on sociocultural sustainability. The CultSense project (“Sensitizing Young Travellers for Local Cultures”) addresses these issues, identifying ways to foster young travellers’ cultural sensitivity through education. Students are the next generation of travellers, and Tourism's future and role as a sustainability driver heavily relies on them and their attitudes. A specific context that illustrates the opportunities provided by education to approach these matters is the European Union’s Erasmus+ programme. This research presents the findings of a study undertaken among Erasmus students, at different higher education institutions across specific European countries (namely Portugal, Spain, and Finland). Following a quantitative survey-based methodological approach, this work was designed to achieve five key objectives: analysing students’ behaviours as visitors at the host community using the Cosmopolitan scale (Saran and Kalliny, 2012), exploring their integration experiences, identifying their perceived benefits of the experience – both for themselves and the local communities, understanding students’ perceptions of their impact on the host community and local culture, and examining the likelihood of students’ perceived benefits affecting their willingness to recommend the host country/region. According to the findings, the highest-rated perceived benefits among Erasmus students were experiencing everyday life, broadening horizons, and developing a thirst for travelling, which strongly align with the concept of cosmopolitanism itself. Students have developed a sense of belonging to the community, particularly among those who completed their mobility in Portugal, as indicated by their more positive outcomes throughout the experience as a visitor. Students overwhelmingly disagreed with the assumption that Erasmus participants hurt local culture and, instead, they viewed their contributions positively. Erasmus students’ positive perceptions during their stay in a foreign country will encourage them to spread the word and make them critical informants about local culture and traditions when they return home. Therefore, this study suggests that investing in more positive Erasmus experiences will create a ripple effect, transforming temporary students into long-term ambassadors, who can advocate for more responsible and culturally aware tourism practices.

What Skills are Required for Sustainable Leadership in Hospitality?

susana Silva — 2025-04-14

The focus of Sustainability Leadership in tourism is on fostering individual development to facilitate adaptation to emerging technologies within complex and rapidly evolving environments, ultimately aiming to enhance performance and organizational effectiveness. Sustainable leaders prioritize collaboration, consensus-building, and support for team members to collectively achieve shared objectives, particularly those set by diverse stakeholders. This qualitative study employed a semi-structured interview methodology to explore sustainability leadership within the hospitality sector. All interviews were conducted via online platforms and examined using thematic analysis. The sample included 10 hotel managers from various lodging establishments in Portugal, comprising four men (40%) and six women (60%). Participants’ ages ranged from below 30 to 50 years, with one manager under 30, five between 31 and 40, and four between 41 and 50. In the context of organizational sustainability, participants emphasized the importance of a long-term perspective, safety considerations, and corporate social responsibility. Half of the respondents indicated the presence of sustainability-specific policies, largely derived from group policies or specific sustainability-focused project requirements. Most participants reported that sustainability is integrated into their organization’s vision and mission, with several referencing the European Union Green Deal and the United Nations Sustainable Development Goals as key frameworks guiding their strategies. The majority of participants assessed their digital proficiency as advanced, even within complex operational contexts. Organizational digitalization levels were generally advanced, although some organizations were identified at an intermediate digitalization stage. Furthermore, social dimensions of sustainability and soft skills were regarded as essential for sustainable leadership in hospitality. The most highly valued leadership soft skills included solution-oriented thinking, resilience, critical thinking, communication, and team cohesion, whereas time management was identified as a lesser priority. These findings underscore the significance of sustainability for managers in the hospitality sector, though the degree of implementation varies across lodging types and different sustainability dimensions.

Social Media as a Tool to Promote Jyväskylä as A Tourism Destination

Cândida Silva — 2025-04-14

Jyväskylä is the largest city in the Central Finland and Finnish Lakeland region. In digital era places and destinations compete against each other in an increasingly globalized market. To successfully compete, destinations need to work on developing a strong brand identity through effective positioning. The main goal of this work is to understand how social media platforms has been used to create / promote the Jyvaskyla brand. An exploratory qualitative study was developed to accomplish our goals. Data were collected and analysed until October 2024. We analyse all the hashtags in the social media Instagram, Facebook, Tik ToK and YouTube defined by the municipality of Jyvaskyla, namely, #jyväskylä #liikuntapääkaupunki, #capitalofsport, #tapahtumakaupunki, #opiskelijakaupunki, #visitjyväskyläregion, #visitjyvaskylaregion, #valonkaupunki, #cityoflight. Based on these hashtags, the posts created by users of these platforms were analysed, namely the content of the posts they associate with the city, the author of the publication and their geographical region, and the date of publication of the posts. The data was collected using the platform Apify, and all the posts were analysed with content analysis to understand the main keywords associated with the brand Jyvaskyla. Moreover, posts were analysed using the sentiment analysis tool Benty.ai, which uses artificial intelligence to analyse the tone with which the text was written. Our preliminary results show the importance of the definition of a brand for the city as a marketing strategy. When we regard the hashtags defined by municipality, they have the name of the city or associated the term “city” to the brand they want to promote, namely: sports, events, light or study. The current study provides valuable information on the current state of social media communication from stand points of branding and destination marketing. Also gives the opportunity to access and compare the effectiveness of these four platforms. Decision-makers needs to understand how to enhance the use of this technology to promote tourism destinations.

Co-Creation in Wellness Tourism: Insights from Thailand

Varintra Sirisuthikul — 2025-04-14

With the rapid growth of wellness tourism and rising consumer demand for personalized and interactive experiences, achieving sustainable success in the industry requires a deep understanding of the emotional and psychological aspects of customer experiences. As modern travelers increasingly seek active involvement in shaping their health and wellness journeys, co-creation has become a vital component of service delivery. This study examines the role of co-creation in shaping customer experiences within Thailand’s wellness tourism sector. Using a qualitative approach, 30 in-depth, semi-structured interviews were conducted with representatives from leading spa hotels to explore the interactive processes that drive customer participation in co-creating wellness services. Through thematic analysis, the study identifies patterns and relationships within customer-provider interactions across three interconnected stages—before, during, and after service delivery. The findings reveal that the intensity and nature of these interactions evolve throughout the wellness journey, leading to distinct forms of co-creation and varying customer outcomes. Understanding these dynamic interactions provides industry stakeholders with valuable insights into innovative business practices that enhance customer satisfaction and strengthen a destination’s competitive advantage. By bridging theory and practice, this study contributes to wellness tourism literature and offers sustainable business strategies for integrating co-creation into service models, ultimately fostering customer loyalty and long-term business sustainability.

Social Impacts of Tourism in the Pantanos de Villa Wildlife Refuge (Peru)

Sophia Espinoza — 2025-04-14

Protected areas (PAs) have a unique value that relies on their high biological and cultural diversity, as well as their scenic beauty. Thus, they attract a large flow of tourists with recreational and/or educational purposes. The profits obtained from tourism support the PAs’ objective which is to preserve its natural and cultural resources and ensure its sustainable development, including the maximisation of benefits for the local communities. Nevertheless, inefficiencies in the tourism management of PAs can produce negative social outcomes, such as pollution or disparity in the distribution of economic benefits, negatively affecting residents’ quality of life. The Pantanos de Villa Wildlife Refuge (PVWR) is one of the most visited PAs in Peru and the only one located in an urban environment, which represents a challenge in its sustainable tourism management, especially in the social aspect. This research analysed the social impact of tourism in the PVWR, as perceived by residents located in its buffer zone. The study applied a qualitative methodology based on semi-structured in-depth interviews to 14 residents that allowed them to share their personal experiences with the social impacts identified in the literature and one non-academic source of evidence of the population’s comfort/discomfort with tourism. The study revealed 11 social impacts of tourism about which participants have a predominantly positive perception. For instance, participants agree that tourism promotes environmental education and improves public infrastructure, while a strong sense of belonging and pride was perceived among them. Nonetheless, participants have diverse perceptions of three social impacts, namely: employment and economic growth, citizen security, and opportunities for cultural exchange, possible indications of an unequal distribution of benefits or differing level of involvement of residents in the tourism activity. This is one of a few studies that addresses the impacts of tourism in PAs in Peru focusing on the social dimension, as most research focuses on the environmental one. In terms of practical contributions, the study suggests specific actions that the local authorities may apply to maximise the positive social impacts of tourism for all residents of the PVWR.

Dynamic Pricing and Seasonality: Insights From Short-Term Rental Market

Patricio Torres-Luque — 2025-04-14

This study aims to quantify the price elasticity of short-term rentals (STRs) across various districts and accommodation types in Santiago, Chile, analyze the relationship between accommodation capacity and occupancy rates, assess the impact of price changes on occupancy, and develop effective, data-driven pricing strategies. Data were collected via web scraping from Airbnb listings between October 21 and October 31, 2024, covering three key seasonal periods in 2025: January (peak summer), May (low autumn), and July (peak winter). The variables analyzed included nightly rates, bed capacity, accommodation types (houses, apartments, hotels, and guesthouses), and estimated occupancy rates. Findings reveal that price elasticity varies significantly between districts and accommodation types, with some areas exhibiting high sensitivity to price changes, particularly during peak seasons. For instance, districts like Las Condes and Downtown Santiago showed greater responsiveness to price adjustments, while Providencia and Vitacura demonstrated more stable demand regardless of pricing fluctuations. Accommodation types also played a critical role; apartments and guesthouses were more price-sensitive compared to houses and hotels. The Random Forest model highlighted the importance of digital reputation metrics, such as the number of reviews and average ratings, in influencing occupancy rates. Properties with higher ratings and more reviews consistently maintained higher occupancy, underscoring the significance of a positive online presence. Seasonal analysis showed occupancy rates peaking in January and July, aligning with summer and winter tourist influxes, respectively. Conversely, May experienced a noticeable dip in occupancy, reflecting the impact of seasonality on STR performance. The findings validate five hypotheses, confirming the pivotal roles of price elasticity, digital reputation, and tailored pricing strategies in optimizing STR performance. Based on these insights, the study proposes implementing flexible pricing models that adjust rates in real time according to demand fluctuations, particularly in price-sensitive districts. Furthermore, it recommends encouraging hosts to enhance their digital reputation by actively seeking positive reviews and maintaining high ratings. Finally, the study suggests introducing targeted promotions during low-demand seasons, such as offering discounted rates or value-added services, to attract guests and ensure steady occupancy across all periods.

The Stakeholders of Voluntourism, Community-Based Tourism, and Regenerative Tourism: An Integrated Framework

Minna Tunkkari-Eskelinen — 2025-04-14

Voluntourism, community-based tourism, and regenerative tourism represent three complementary approaches that collectively enhance tourism’s responsibility. Each of them offers unique insights and methodologies that, when combined, can reinforce the others, promoting a more sustainable and ethical tourism landscape. To fully account for stakeholder responsibilities within this integrated framework, a comprehensive mapping of stakeholders is essential. This theoretical exploration conducts a literature review to synthesize core features of stakeholders across voluntourism, community-based tourism, and regenerative tourism, identifying both direct and indirect indications of their roles and functions. The analysis highlights key categories of stakeholders, including tourism demand, supply, intermediaries, the regulative system, and the natural and cultural environment. By comparing the characteristics and responsibilities of these stakeholders, the review reveals significant commonalities among the three tourism approaches, while also identifying potential areas for improvement. Furthermore, the inputs and outputs of stakeholders are integratively defined. Ultimately, the study aims to broaden the understanding of each approach and emphasize the importance of collaborative responsibility among stakeholders in fostering a more sustainable tourism ecosystem. The insights gained from this exploration contribute to the ongoing discourse on responsible tourism practices and offer practical implications for stakeholders seeking to enhance their roles in this evolving landscape.

Development of Health Tourism Promotion – The Case of Kvarner Health Tourism Cluster

Daniel Zadro — 2025-04-14

This paper examines the Croatian region of Kvarner as one of the most popular tourism destinations in Croatia and the way in which health tourism contributes to a better image of the destination. The promotional activities of health tourism are examined from a communication and economic perspective. Using the example of the Kvarner Health Tourism Cluster, authors are examining which promotional tools the cluster uses to popularize health tourism in Kvarner, but also how the organizations that belong to the cluster contribute to the destination attractiveness. The Kvarner Health Tourism Cluster was chosen as a case for the analysis as it enjoys a high status and recognition in the international environment, which is confirmed by the fact that it is a multiple finalist and winner of the IMTJ Medical Travel Awards and selected for some other prestigious awards in health tourism. The development of the Kvarner Health Tourism Cluster in promotional activities and economic indicators are tracked from 2016 to the present days. The authors want to find out how promotional tools and strategies have changed over the years and how this has affected the economic success of the cluster and associated organizations. The contribution of this paper is reflected in the identification of the most important promotional approaches and strategies for creating an image of an attractive destination for health tourism, as well as the most important economic indicators of health tourism success. Health tourism is also analyzed through examining different forms of health tourism, such as dental tourism. By comparing different forms of health tourism, the authors aim to describe the similarities and differences in promotion and economic indicators in relation to each form of tourism within the cluster. The “architecture” of the cluster is examined to show how the organizations are connected and contribute to the success of the cluster in general.

On the Road to Transformation: How Self-Drive Tourism Transforms Travelers

XUEYING ZHANG — 2025-04-14

Self-drive tourism, with its emphasis on traveler autonomy, independence, and engagement, plays a critical role in facilitating personal transformation. This study examines the transformative effects of self-drive tourism on travelers. Building on the concepts of experience and transformation economies, it highlights how tourism can transcend providing emotional experiences to foster deeper lifestyle transformations. In recent years, research on this topic has been conducted under the umbrella of transformational tourism. Tourism types such as volunteer tourism and studying abroad transform tourists through diverse experiences at their destinations. However, transformational tourism in the context of travel experiences between destinations remains underexplored.
This study adopts a descriptive and interpretive narrative approach, using a semi-structured interview survey for data collection and analysis. The findings identify key factors driving tourist transformation: spontaneity, novel experiences, challenges, cultural shocks, and deep interpersonal connections formed during the journey. Notably, the confined space of cars in self-drive tourism promotes reflection, communication, and problem-solving, which are essential for sparking self-transformation. Additionally, traveling to multiple destinations provides continuous opportunities for reflection and learning, creating a cycle of action that supports ongoing personal transformations. The study further reveals that independence, problem-solving skills (such as handling car trouble or navigating unfamiliar routes), and interactions with travel companions significantly contribute to self-improvement. These experiences are closely tied to tourists’ pursuit of authenticity, which amplifies their transformation by the journey’s end. The findings contribute to the implementation of transformational tourism by identifying the mechanisms facilitating transformation in self-drive tourism. These insights are crucial for developing targeted marketing strategies aimed at consumers seeking not only adventure but also meaningful, transformative experiences. By understanding the factors that promote personal transformation, tourism providers can create authentic and engaging offerings to meet the growing demand for transformation-driven tourism.

Looking at two decades of OTA research: A Bibliometric Approach

Kamran Nazmabadi — 2025-04-14

Online Travel Agencies (OTAs) have profoundly influenced the hospitality and tourism industry, necessitating an understanding of the evolution of OTA research. This study employs bibliometric analysis to examine the progression, thematic structure, and future directions of OTA research from 2000 to February 2024. By analyzing publication trends, the study illustrates the increasing significance of OTA research, evidenced by its growing volume and acceleration rate. Three dominant themes—satisfaction, management and service quality, and consumer behavior—were identified, alongside five key co-citation clusters, including online reviews and eWOM, research methods and theory development, and channel distribution strategies. Co-word analysis revealed shifting focal points in OTA research, transitioning from loyalty (2005) to trust (2012) and behavior (2021). Co-word analysis further revealed shifting trends in OTA research, from loyalty (2005-2012) to trust (2012-2021) and behavior (mid-2021 onwards). Thematic analysis identified pivotal intellectual milestones, with revenue management and pricing strategy emerging as themes of high centrality but low knowledge development, emphasizing their importance yet underdeveloped state. This research recommends exploring collaborations between OTAs and hospitality stakeholders, including contracts, commissions, convergent marketing, and co-branding, while incorporating advancements in artificial intelligence and digital transformation. Therefore, future studies are recommended to incorporate these advanced analytical methods to present the most up-to-date ideas. In light of changing consumer behaviors driven by trends like post-COVID-19 risk aversion, digital transformation, and health consciousness, this study encourages research into subthemes such as solo travel and smart purchasing. This comprehensive analysis synthesizes two decades of OTA literature, offering a holistic view of its knowledge structure and progression. It provides valuable insights for both academia and practitioners by presenting an integrated overview of OTA research, identifying gaps, and proposing strategic directions. This study advances OTA research in hospitality and tourism, paving the way for future investigations of its industry impact.

Virtual Reality for Responsible Tourism: A Case Study of Jordan's Coral Reef

Anita Andziak — 2025-04-14

The present study examines the potential of immersive virtual reality (VR) experiences to shape more conscious and sustainable tourism attitudes, considering the dynamic challenges posed by mass tourism's negative environmental impact. VR enables the exploration of sensitive ecosystems, such as coral reefs, without the risk of damaging them, and this is the focus of the present study, which examines the potential of VR to shape more conscious and sustainable tourism attitudes. The study focuses on a coral reef in Aqaba, Jordan, a key marine ecosystem threatened by mass tourism. The experiment involved 527 participants who took a virtual tour of Jordan combined with education about coral reefs. A mixed-methods approach was used, and data were collected through surveys and interviews after the VR experience. The results indicate participants' strong emotional response to environmental issues and their willingness to adopt greener tourism practices, such as sustainable transportation and support for local initiatives. Many respondents considered virtual tourism a viable alternative to travel to sensitive destinations. The results may be useful for tourism organisations, policymakers and researchers working on sustainable tourism development and environmental education.

Factors Influencing Vietnamese Consumers' Decisions Regarding Green Hotels

Phi Hung Truong — 2025-04-14

Environmental issues remain a central concern in modern society, especially because of the rapid expansion of the tourism industry post-Covid, leading to increased pollution levels. The concept related to green tourism and hospitality emerged to satisfy consumer expectations in utilizing services while maximizing environmental conservation. Despite plenty of studies related to investigation factors affect green related products and services in hospitality industry. There is an insufficiency of comprehensive examination of client attitudes and behavior intention regarding green hotels, especially inside the Vietnamese market. This study seeks to examine the diverse aspects influencing customers' decision-making process toward green hotels. A quantitative approach was implemented to gather data from individuals who either sought or had previously used hotels when traveling in Viet Nam. A total of 269 legitimate responses were acquired. The study subsequently utilized Structural Equation Modelling (SEM) to analyze the proposed hypotheses. The findings confirm significant aspects that influence customers' decision-making process towards environmentally friendly options.

The Influence of Product Placement on Luxury Tourism: An S-O-R Model Approach

Anh Dao Kim — 2025-04-14

Product placement has developed into a quite successful marketing tool. Product placement helps businesses and locales to seamlessly fit into the storyline; it also helps brands and destinations to mix in visually driven media like movies, thereby producing a naturally applied advertising approach. The product placement in tourism serves as an effective tool for promoting locations, goods, and services. This study examines product placement in the 2018 film Crazy Rich Asians to explore how cinematic portrayals influence destination promotion through the Stimulus-Organism-Response (S-O-R) Model. This study investigates the impact of product placement in luxury tourism by employing purposive sampling to select participants. Semi-structured interviews with a total of 20 participants and two focus groups collected data to understand the perceptions and travel intentions of affluent consumers. The findings reveal that thematic analysis uncovers key themes of destination in the movie, like emotional engagement, aspirational inspiration, and travel intentions, highlighting the impact of cinematic product placement on luxury travel behavior. Travelers view Singapore as a symbol of wealth, status, and exclusivity through the aspirational lens of Crazy Rich Asians, significantly shaping their destination preferences. This research demonstrates how movie product placement influences luxury travel behavior, thereby enhancing the SOR model in the tourism literature review. The emphasis on how cinematic depictions develop aspirational consumer wants improves the body of research on the influence of media on destination marketing. The study provides media advice to draw luxury visitors; marketing professionals can use product placement in movies to boost local appeal and customer involvement.