Purpose This study examines transport accessibility barriers in Kazakhstan from the tourist perspective. It focuses on Google Maps user reviews related to airports, railway stations, buses and taxi services. The study aims to identify how transport accessibility barriers are experienced, expressed and structured across different transport modes. Design/methodology/approach The study adopts a qualitative content analysis design. Google Maps reviews related to transport services in Kazakhstan were collected for the period between December 2012 and March 2026. After excluding reviews without textual content and translating non-English reviews into English, 9,430 user reviews were included in the final dataset. The data were analysed using MAXQDA 24. The coding framework included six main themes: physical infrastructure barriers, transport connectivity barriers, economic access barriers, information and communication barriers, service quality and process barriers, security procedures and bureaucratic barriers. Findings The findings show that physical infrastructure barriers are the most frequent accessibility problem, followed by transport connectivity barriers, service quality and process barriers, economic access barriers, information and communication barriers, security procedures and bureaucratic barriers. Railway stations and international airports are mostly associated with infrastructure, capacity, cleanliness and service process problems. Buses and taxis are more strongly associated with connectivity, price transparency, payment systems and information access problems. Spatial differences were also observed. Connectivity barriers were more visible in large cities such as Almaty and Astana, while physical infrastructure barriers were more evident in medium-sized cities such as Oskemen, Semey, Taraz and Oral. Practical implications The findings provide practical guidance for destination managers, transport planners, airport authorities, local governments and tourism policy makers. Infrastructure maintenance, capacity management, cleanliness, queue management, staff organisation, multilingual information, real-time transport data, transparent pricing and digital payment systems should be prioritised. Improvements should be designed according to transport mode and city-level needs. Originality/value This study contributes to tourism transport literature by analysing transport accessibility through naturally occurring Google Maps reviews. It evaluates airports, railway stations, buses and taxis within the same analytical framework. It also provides evidence from Kazakhstan, a relatively under-researched context in tourism and transport accessibility studies.
PurposeThis study aims to integrate the emerging astrotourism literature to reconceptualize the night sky not alone as a scientific asset but as a narrative terrain. It presents a conceptual model that views legendary storytelling and protecting dark skies as the two primary components of sustainable, life-changing tourism experiences. Design/methodology/approachThe paper presents a conceptual literature review methodology, utilizing interdisciplinary academic sources, institutional reports and international certification frameworks relevant to astrotourism, cultural astronomy, mythology and dark sky preservation. FindingsThe paper demonstrates that astrotourism is more than just a nature-based activity; it is also a culturally significant and symbolically rich means of travel. Mythological stories make people feel more connected, give them a feeling of place and help them remember things. Dark sky preservation programs, on the other hand, help with sustainability, making destinations stand out and getting people involved in their communities. The suggested paradigm emphasizes storytelling and environmental preservation as essential components of significant astrotourism encounters. Research limitations/implicationsThis study presents a complete conceptual framework that situates astrotourism as a storytelling-oriented experiential tourism paradigm, drawing insights from tourism studies, astronomy, mythology and sustainability research. The research enhances the literature by emphasizing mythical and celestial tales as insufficiently examined yet potent catalysts for significant, sustainable and transformative astrotourism experiences. Practical implicationsThis study shows how astrotourism can help sustainable destination development by making tourism less seasonal, getting more people involved in the local community and raising environmental awareness through educational and interpretative activities. In addition, the adoption of dark-sky-friendly infrastructure, energy-efficient lighting and low-impact management practices is essential for minimizing ecological impacts while maintaining high-quality visitor experiences. Social implicationsThis research enhances the astrotourism literature by redefining astrotourism as a narrative-driven experiential tourism model instead of merely a specialized category of nature-based or alternative tourism. It presents dark skies and celestial occurrences not merely as passive natural resources but as narrative landscapes that gain sensory significance through mythological storytelling and interpretation. The research enhances experience economics and narrative transportation theories by illustrating that mythical storytelling serves as a fundamental experiential mechanism that converts astronomical observation into cognitive, emotional, symbolic and spiritual experiences. The study expands narrative transportation theory to nature-based and science-focused tourism contexts, illustrating how storytelling facilitates emotional engagement, meaning-making and memorability in non-fictional, place-based environments. The proposed astrotourism experience model presents a comprehensive theoretical framework that connects narrative and collective awe to sustainability outcomes, including environmental awareness, dark sky conservation, destination distinction and community engagement. The study emphasizes mythology and celestial narratives as theoretically underexplored yet potent catalysts for meaningful and sustainable astrotourism encounters by integrating experiential tourist and sustainability views. Originality/valueThis study introduces an integrative framework that conceptualizes astrotourism as an experiential tourism paradigm, emphasizing the transformative role of mythological and celestial interpretation. Highlights(1)Reconceptualizes astrotourism as an experiential, storytelling-based model.(2)Integrates mythological narratives to enhance visitor engagement and memory.(3)Connects dark-sky preservation with sustainability through international certifications.
PurposeThe aim of this systematic review is to report food image databases and their properties and to exemplify the use of these databases in neuroscience studies in the fields of food services and tourism. Design/methodology/approachThe keywords “food image” and “database” were searched in Web of Science and Scopus. (1) Publications were included in this research if they were published between 2010 and 2025, (2) written in English and (3) in the form of articles. Selected scientific studies about the use of these databases in neurotourism and neurogastronomy were presented. FindingsA total of 12 databases were accessed, and 5 of the databases are multiethnic, 3 of them contain more than 1,000 images and 8 of them have an access link shared in the article. These databases have generally been used in studies examining the effects of the restaurant environment (sound, odor, etc.), presentation style (complexity, etc.) and the characteristics of the food (color, degree of processing, etc.) on consumer perception and preferences. Research limitations/implicationsIn this systematic review, databases published before 2010 and food image datasets are not included. In future systematic reviews, the properties of previous databases or datasets and their usage areas in this field can be examined. Practical implicationsFood image databases should be used to obtain more standardized, reproducible and comparable findings in future research. Originality/valueThis study is the first to report the use of food image databases in neuroscience studies in food services and tourism to the best of our knowledge.
PurposeThe purpose of this study is to provide a systematic synthesis of empirical studies using galvanic skin response (GSR), with the aim of mapping theoretical frameworks, experiential contexts, constructs, and methodological approaches in food and service-related settings relevant to hospitality and tourism. Design/methodology/approachA systematic review was conducted using the Scopus database. Following a structured screening process based on predefined inclusion and exclusion criteria, 43 empirical studies were retained for analysis. Bibliometric techniques were employed to examine publication trends and keyword structures, and the TCCM framework was applied to synthesize conceptual and methodological patterns across the literature. FindingsThe findings reveal a fragmented yet growing body of research characterized by diverse theoretical foundations and experiential contexts. GSR is primarily employed to capture emotional arousal and implicit engagement, particularly within food, dining, and service-related experiences, often in combination with complementary physiological and behavioral measures. Methodologically, the literature is dominated by laboratory-based experimental designs, with relatively limited use of field settings and standardized electrodermal measurement protocols. Research limitations/implicationsThe review is limited to English-language empirical articles indexed in Scopus and is dominated by laboratory-based designs, which may constrain generalizability. Nevertheless, the findings underline the need for greater methodological standardization, increased use of field settings and stronger integration of GSR with experiential and behavioral outcomes in future research. Practical implicationsFrom a practical perspective, the review suggests that GSR can support the design and evaluation of tourism and hospitality experiences by capturing implicit emotional arousal that may not be fully accessible through self-report measures alone. Social implicationsThe use of GSR to capture implicit emotional responses may support more human-centered approaches to the design and evaluation of food and service experiences. Originality/valueThis study offers a structured synthesis of empirical research using GSR to investigate emotional arousal and experiential engagement, integrating bibliometric analysis with the TCCM framework to systematically map dominant research patterns, methodological tendencies and key gaps in the literature.
PurposeThis study aims to analyze the structural metamorphosis of global tourism in the post-pandemic era, exploring its transition from a volume-based recovery to a value-driven, hybrid ecosystem. It specifically examines the convergence of digital transformation, regenerative sustainability and the increasing demand for meaning-oriented, eudaimonic travel experiences. Design/methodology/approachThe paper provides a comprehensive synthesis of contemporary global tourism research and emerging trends. It adopts an interdisciplinary and ecosystemic perspective to evaluate the integration of advanced digital architectures, such as AI, with lifestyle mobilities like digital nomadism and experiential segments including luxury rail and spiritual tourism. FindingsThe research identifies four pivotal shifts: (1) the transition from harm-mitigating “sustainability” to proactive “regenerative” tourism that restores social and natural fabrics; (2) the emergence of the “AI paradox,” where hyper-personalization coexists with a growing demand for “connective labor” and human empathy; (3) the blurring of work-leisure boundaries through digital nomadism and the rise of “workspitality” and (4) a significant trend toward eudaimonic travel, where segments like solo travel and spiritual retreats serve as tools for individual empowerment and psychological transformation. Originality/valueThe paper offers a novel framework by shifting the industry’s strategic imperative from harm-mitigating “sustainable tourism” to proactive “regenerative tourism”. It provides critical insights into the “AI paradox” – the tension between technological efficiency and human empathy – and conceptualizes tourism as an “industry of meaning” that balances high-tech infrastructure with authentic human connection and individual transformation.
PurposeThis study aims to examine academic research conducted on artificial intelligence (AI) in the field of tourism within a comprehensive bibliometric framework, revealing the intellectual structure, thematic development and collaboration networks of the field. Design/methodology/approachThe dataset was obtained from the Web of Science Core Collection database; descriptive bibliometric indicators were used in the analysis process, along with visualisations showing co-authorship networks at the author and institution levels, citation relationships, keyword co-occurrence networks and time-based thematic transformations using VOSviewer software. FindingsThe findings reveal that AI research in tourism has undergone a significant transformation over the years. In the early stages of the literature, robotic services, automation, big data and technological efficiency were at the forefront, whereas in recent years, social and psychological dimensions such as trust, privacy, technology acceptance, human–robot interaction and emotional responses have gained prominence. In particular, the rapid rise of themes related to generative artificial intelligence (e.g. ChatGPT) after 2022 signals a significant shift in the field's research paradigm. Co-authorship and co-citation analyses reveal that AI research in tourism is becoming increasingly internationalised and its theoretical foundations are diversifying. Originality/valueThis study provides a systematic and up-to-date overview of the development of AI research in tourism by integrating bibliometric mapping and thematic evolution analysis. By identifying key research clusters, emerging themes and collaboration patterns, the study contributes to a deeper understanding of the field and offers insights into potential future research directions.
PurposeThis study aims to analyze the experiences, motivations, risk perceptions, and social media interactions of solo female travelers, and to identify the key themes in the literature on solo female travel. Design/methodology/approachIn this study, a qualitative approach involving a comprehensive document review is used as the primary research method. FindingsThe findings indicate that solo female travelers are motivated by self-actualization, adventure and personal development. It has also been observed that they share their experiences through social media and become empowered in this process. In addition, they are found to cope with challenges related to safety, accommodation and transportation. Finally, this segment presents significant opportunities for tourism marketing. Research limitations/implicationsThe study is limited to the selected databases and reviewed documents, and the exclusion of studies published in languages other than English constitutes a limitation. Furthermore, the document analysis method is limited in its ability to directly capture the individual experiences of solo female travelers. Throughout the research process, academic ethical principles were observed, all sources were properly cited, and no personal data were used within the scope of the document analysis. Originality/valueThis study comprehensively synthesizes the experiences, motivations and challenges of solo female travelers, revealing their empowerment, identity development and impacts on tourism marketing. It holistically addresses social media interactions, safety and travel behaviors, filling gaps in the literature and providing practical insights for researchers, policymakers and industry professionals.
Purpose This article aims to provide a conceptual framework for understanding the role and potential contributions of neuroscientific, physiological and behavioral measurement techniques in the hospitality and tourism industry. In line with the thematic issue, the study discusses how these approaches can contribute to the development of the sector and future research perspectives. Design/methodology/approach The article is based on a conceptual evaluation and literature review of existing studies focusing on neuroscience-based approaches in hospitality and tourism research. The discussion is structured around methodological, theoretical and strategic perspectives related to the use of neuroscience methods and techniques in the sector. Findings Neuroscientific, physiological and behavioral measurement approaches provide important opportunities for understanding consumers’ and employees’ cognitive, emotional and physiological responses during experiences. These approaches can contribute to experience design, consumer insight, sustainable behavior research and service innovation in the hospitality and tourism industry. However, methodological rigor, interdisciplinary collaboration and ethical considerations remain critical for the healthy development of the field. Originality/value This article offers an interdisciplinary perspective on the integration of neuroscience methods and techniques into hospitality and tourism research. It contributes to the literature by discussing the strategic potential, methodological challenges and future opportunities of neuroscience-based approaches for the development of the hospitality and tourism industry.
Purpose Kazakhstan possesses a rich natural and cultural heritage, offering potential for tourism development. Although tourism flows had been heavily dependent on domestic tourism until the mid-2010s, the country began adopting strategies and programs to position the tourism industry as one of the country's economically prominent sectors. All these elements are considered crucial for tourism competitiveness. However, Kazakhstan still faces problems with a skilled workforce, transportation, and infrastructure. Accordingly, this study aims to review the research contributions on the tourism development barriers experienced in Kazakhstan and already faced globally, including the following: (1) economic barriers, (2) environmental barriers, (3) governance, policies and tools, (4) new political economy, (5) socio-cultural barriers, and (6) technological barriers. Design/methodology/approach A search of journals indexed in Scopus, and published up to January 2026, revealed 136 articles for review. This paper presents a scoping review of them. Findings The findings demonstrate that all barriers are intertwined. Among the main themes representing development barriers; economic factors and governance were highly prominent in the studies. The results highlight that the lack of infrastructure, fragmented coordination among stakeholders and policy and tourism development plan shortcomings are the main underlying barriers. Originality/value This study provides a comprehensive overview of the issues highlighted in regional and nationwide studies on Kazakhstan and reveals the reflection of global tourism barriers in the country.
Purpose This study aims to examine the effects of perceived cultural distance (CD) among potential tourists considering a visit to Kazakhstan on destination image (cognitive and affective dimensions) and travel intention (TI), while also exploring how tourism stakeholders perceive the destination's functional characteristics and cultural differences to contextualize the quantitative findings through a convergent mixed-methods approach. Design/methodology/approach In this study, a convergent mixed-methods approach, based on data triangulation, was adopted to enhance the reliability of the findings and address the subject holistically from both supply and demand perspectives. Accordingly, quantitative data collected through surveys of potential tourists (308 respondents) were analyzed using partial least squares structural equation modeling, while qualitative data obtained from interviews with industry stakeholders (20 respondents) were subjected to content analysis. Findings The cognitive image has a strong and significant effect on TI. Furthermore, perceptions of the destination's functional characteristics indirectly influence TI through the cognitive image. Kazakhstan's untouched nature and nomadic culture stand out as the most important tourist attractions. The biggest obstacles are inadequate infrastructure, language differences and low international recognition. Stakeholders emphasize that cultural differences can be transformed into value-added assets through experience-focused projects such as digital marketing and ethno-villages. Research limitations/implications In Kazakhstan's tourism strategies, focusing on data-driven promotional activities (to strengthen tourists' cognitive image) and improving service quality are seen as critical steps to boost TI. It addresses infrastructure gaps, overcomes language barriers and markets cultural assets, such as through experiential projects like ethno-villages, on digital platforms. Originality/value This study adopts a mixed-methods approach to examine Kazakhstan's tourism potential through the perceptions of prospective tourists (external perspective) and local tourism stakeholders (internal perspective); it comprehensively explores the relationships among CD, image dimensions and TI.
Purpose This study examines technological transformation in tourism through smart tourism, Hospitality 4.0 and creative tourism, and develops a context-sensitive Smart–Creative Integration Framework for Kazakhstan. Despite its strong natural and cultural tourism potential, Kazakhstan faces infrastructure limitations, uneven digital maturity and fragmented governance. Therefore, the study explains how technological innovation can be integrated with creative participation and governance capacity in an emerging destination context. Design/methodology/approach The study adopts a PRISMA 2020-guided systematic literature review and conceptual framework development approach. A total of 103 peer-reviewed studies indexed in Scopus and Web of Science were analyzed. The review synthesizes literature on smart tourism, Hospitality 4.0, digital transformation and creative tourism, focusing on technologies such as GIS, artificial intelligence, big data, IoT and AR/VR. Findings The findings show that tourism digitalization is closely linked to governance, participation and experiential value creation. However, creative tourism, local participation and co-creation remain comparatively underdeveloped. In response, the study proposes a Smart–Creative Integration Framework consisting of spatial intelligence, immersive experience design, smart service management and creative participation. Practical implications The framework provides guidance for policymakers, destination managers and tourism stakeholders seeking to align digital transformation with governance capacity, cultural authenticity and participatory tourism development in Kazakhstan. Originality/value The study contributes to smart tourism and Hospitality 4.0 literature by positioning creative participation as a structural component of digital transformation rather than a secondary outcome. It offers a context-sensitive model for emerging destinations seeking to combine technological innovation with human-centered and culturally grounded tourism development.
PurposeThis study aims to systematically evaluate the contexts, methodological diversity, and research themes in the use of neuroscientific measurements within travel–tourism literature for the period 2013–2025. Accordingly, it analyzes in which research themes, contexts, and methodological clusters the field's methodological transformation (the shift from self-report-based approaches to objective measurements) becomes evident. Design/methodology/approachThe systematic review was conducted in accordance with the PRISMA reporting guidelines. The literature search was conducted in the Web of Science (WoS) and Scopus (SC) databases; a pool of records was created by using tourism/travel-focused terms together with keywords representing neuroscientific measurement methods. A total of 104 records (WoS = 62; SC = 42) were identified. After removing duplicate records, 90 records remained. From these records, 57 publications, including articles, reviews, and conference proceedings published in English in the relevant subject area, were included in the title and abstract review phase. Following a review of titles and abstracts, the full texts of 35 publications deemed suitable were examined, and 27 publications were selected in the final systematic review. Due to methodological heterogeneity among the studies, the findings were integrated using a narrative-thematic synthesis approach. FindingsThe findings indicate that eye-tracking (ET) and electroencephalography (EEG) neuroscience tools are predominantly used in tourism travel research. Specifically, the ET method is used in the context of visual attention in decision-making processes, hotel choice, restaurant preferences, and online travel agencies. Furthermore, advertising and emotion have frequently been researched in the context of consumer behavior and travel experiences. Methodologically, the general trend highlights an increase in multi-measurement designs over the use of a single method and emphasizes the necessity of more robustly aligning measurements with theoretical mechanisms. Originality/valueThe study consolidates the neuro-tourism and tourism neuromarketing literature for the 2013–2025 period within a systematic framework, integrating methodological clusters, application contexts, and research themes according to a chronological developmental logic. Thus, it provides a methodological map for the objective measurement-based assessment of tourism behavior and develops actionable recommendations for future research.
Purpose The primary objective of this theme issue is to analyze global tourism trends reshaped in the post-COVID-19 era through a multidimensional perspective and to reveal the strategic impacts of these changes on the future of the tourism industry.Design/methodology/approach To gain a deep understanding of the complex and dynamic nature of global tourism trends, this theme issue predominantly employs qualitative research methods, including bibliometric analyses, semi-structured interviews focusing on participant experiences, content analyses of user-generated content on digital platforms and case study designs. A thematic synthesis approach was employed to identify recurring patterns, cross-cutting themes and strategic insights across the diverse case studies and bibliometric data in order to synthesize the findings of the 13 research papers.Findings The findings indicate that in a rapidly changing world, the tourism sector must adapt to these shifts by diversifying tourism types to achieve a competitive advantage. Specifically, stakeholders must account for evolving tourist preferences and demands, aligning the operations of destinations and tourism businesses with smart tourism technologies amidst increasing digitalization. Furthermore, there is a strategic necessity to rationally leverage social media, which offers superior marketing opportunities.Originality/value The originality of this work lies in its holistic future projection, which integrates concepts of technological innovation (AI, digitalization) and human-centered experiential tourism (spirituality, ethnic cuisine, solo travel) - elements that are typically treated independently in literature. It provides a chronological context that spans from the post-pandemic transformation of the tourism industry to the niche markets of the future. More importantly, it serves as a unique reference for tourism academics, policymakers and industry professionals on how to achieve competitive advantage in a digitalizing world while preserving human and cultural fabric.
Purpose This study presents a case study on human capital development in the Kazakhstan tourism sector, focusing on vocational training, recruitment and employment retention strategies. The study aims to identify key labor market barriers and offers evidence-based policy recommendations to unlock the tourism potential of the country through its natural and cultural assets. Design/methodology/approach Using a qualitative phenomenological approach, the study employs semi-structured interviews and career-mapping workshops. Due to recruitment challenges with policymakers, the final purposive sample consisted of 10 participants (6 employees and 4 educators) providing a focused. Findings The results highlight persistent challenges, including a theory-practice gap in vocational training, seasonality-driven turnover and skill deficiencies. The study suggests that career mapping can serve as a reflective tool to help identify misalignments between industry needs and educational frameworks. Research limitations/implications The main limitations are a lack of policymaker input and the focus on a western Kazakhstan, which may limit generalizability. Nevertheless, insight from frontline employees and educators provides valuable guidance for aligning training programs with industry demands and improving retention strategies. Originality/value This study contributes to the discussion on human capital in emerging tourism destinations. By exploring the utility of career mapping, it provides field-oriented insight into bridging skill gaps and understanding the workforce dynamics in a Kazakhstani context.
PurposeThis scoping review aims to systematically map and synthesize existing neuroscientific research on how air travel affects passengers' brain function, autonomic regulation and psychological states. It seeks to identify dominant methodological approaches, thematic emphases and temporal focus across flight phases, while highlighting conceptual and empirical gaps in understanding passenger-centered neurocognitive and emotional experiences throughout the air travel.Design/methodology/approachFollowing PRISMA-ScR guidelines, a comprehensive literature search was conducted in Scopus to identify studies employing neuroscientific or neurophysiological methods to examine human responses to air travel. Twenty-two studies published between 1986 and 2025 met the inclusion criteria. The studies were analyzed in terms of research design, measurement techniques, outcome variables, flight phase focus and thematic orientation.FindingsThe literature is heavily concentrated on in-flight conditions, with limited attention to pre-flight anticipation or post-flight recovery. Methodologically, studies predominantly used portable electroencephalography and peripheral physiological measures, with no functional neuroimaging applications. Research emphasized cognitive load and performance, while stress responses were examined more frequently than anxiety and fear. Thematic analysis revealed a dominance of aerospace stress and adaptation research over typical commercial passenger experiences.Originality/valueThis review provides the first structured mapping of passenger-focused neuroscientific research in air travel, revealing substantial fragmentation and disciplinary bias toward aerospace medicine and pilot performance. It highlights critical gaps in understanding the neurobiology of flight anxiety, emotional regulation and longitudinal neurocognitive trajectories across the full travel experience, offering a foundation for future interdisciplinary research in passenger neuroscience and experience design.
PurposeThe purpose of this study is to systematically review and synthesize the literature on neurophysiological measurement methods in restaurant research and establish a foundation for future research directions.Design/methodology/approachThis study employs a theme-based systematic literature review approach guided by the theory-context-characteristics-methodology (TCCM) framework. A total of 42 studies focusing on restaurant contexts and using neurophysiological measurement methods were systematically identified, screened and analyzed.FindingsThe review reveals a growing but methodologically and theoretically fragmented body of research on neurophysiological measurement methods in restaurant contexts. Eye tracking was the most frequently used measurement tool, whereas functional magnetic resonance imaging and the implicit association test were used to a lesser extent; electroencephalography and electrodermal activity were used only occasionally, and other measures, such as heart rate variability, remained largely underutilized. Thematic analysis indicates that existing studies primarily focus on visual attention, information processing, and decision-making outcomes, with limited theoretical integration.Originality/valueThis study provides a comprehensive, theme-based synthesis of neurophysiological measurement methods applied in restaurant research using the TCCM framework. By systematically mapping theoretical perspectives, contextual focus, research characteristics and methodological approaches, the review offers a structured understanding of an otherwise fragmented literature. The findings contribute by identifying dominant research themes, methodological gaps and underexplored areas, thereby offering clear directions for future theory-driven and methodologically rigorous research in the restaurant domain.
Purpose The subject of this research is to examine birth and death rituals in Macedonian culture within a spiritual context. The study aims to provide a different perspective to the existing literature by analyzing data obtained from Macedonian immigrants who are knowledgeable about Macedonian culture, focusing on the spiritual meanings, beliefs, and practices embedded in these rituals. In this regard, the article explores how birth and death rituals function not only as cultural traditions but also as spiritual experiences that shape individual and collective identities. The scope of the study includes Macedonian immigrants who possess in-depth knowledge of Macedonian cultural and spiritual practices. Design/methodology/approach This study employed a qualitative research method and adopted a phenomenological research design to investigate the lived experiences and subjective meanings that individuals attribute to a particular phenomenon. The meaning of phenomenology is to reveal the common meanings and essences that emerge from individuals' experiences and to provide a deep understanding of how a phenomenon is perceived and experienced (Yıldırım and Şimşek, 2011). In this context, the phenomenological approach allows the researcher to go beyond surface-level descriptions and to interpret the deeper cultural, emotional, and spiritual dimensions of participants' experiences, thereby providing a holistic understanding of the phenomenon (Creswell, 2016). Findings An examination of the relevant table reveals that individuals' statements about Macedonian culture are predominantly positive. There are also widespread folk beliefs. An example of this is rubbing quince on the baby's cheek so that it will have dimples. Many of these rituals are also performed in Turkey. At this point, the birth rituals in Macedonian culture and those in Turkey show similarities. Upon examining the relevant table, it can be seen that participants' statements include gastronomic elements found in Macedonian birth rituals. Based on these responses, it can be seen that death rituals in Macedonian culture include reading the Quran and doing good deeds for the deceased, distributing food, sharing the pain experienced, solidarity, and painting the house. Research limitations/implications This research is limited to individuals who are knowledgeable about Macedonian culture and are in a migrant position. The results are based on the participants' subjective experiences and narratives. Data regarding birth and death rituals are based on participants' recollections of past experiences. Therefore, the findings reflect a specific period and may differ from current practices. Practical implications The findings of this study contribute to increasing cultural and spiritual awareness by revealing the spiritual meanings attributed by Macedonian immigrants to birth and death rituals. This can serve as a guide for institutions and professionals working with cultural diversity. The data obtained reveals that rituals are not only traditional practices but also elements of spiritual heritage passed down through generations. In this context, the results of the study can contribute to efforts to document and preserve intangible cultural heritage. The research findings reveal how immigrant communities maintain their identity and sense of belonging through spiritual rituals. This can be taken into account in policies and practices aimed at the social integration of immigrants. Social implications Research findings indicate that birth and death rituals are important social practices that strengthen social solidarity and reinforce a sense of belonging among Macedonian immigrants. These rituals contribute to individuals maintaining their social bonds within the community.Research findings indicate that birth and death rituals are important social practices that strengthen social solidarity and reinforce a sense of belonging among Macedonian immigrants. These rituals contribute to individuals maintaining their social bonds within the community. The spiritual values and cultural practices transmitted through rituals strengthen intergenerational communication and play an important role in ensuring cultural continuity. This helps younger generations to understand their cultural identity. The social functions of rituals play a supportive role in the adaptation processes of immigrant individuals in their relationships with the society they live in. Recognising cultural and spiritual practices can contribute to reducing social exclusion. Originality/value This study examines the birth and death rituals of Macedonian migrants within a spiritual framework, revealing that cultural rituals are not merely traditional practices but also processes of individual and social meaning production. In this respect, the research offers a unique contribution to the literature aimed at understanding the relationship between rituals, culture, spirituality, and social life. The value of the research lies in its examination of the phenomenon of migration in its cultural and spiritual dimensions and in making visible how migrant communities preserve and reproduce their identities. It is particularly significant in revealing how rites of passage such as birth and death strengthen feelings of belonging, solidarity and continuity for migrant individuals. Finally, the research findings are also valuable in terms of recognising cultural diversity, preserving intangible cultural heritage, and developing culturally sensitive social policies. In this context, the study offers meaningful contributions not only to academic literature but also to practitioners and policymakers.
Purpose This study synthesizes contemporary neurogastronomy research on the neurocognitive mechanisms underlying food–emotion interactions. By drawing on neuroscience, psychology and culinary studies, the review constructs a thematic map of current scientific understanding and identifies gaps with implications for research and practice in hospitality and gastrotourism contexts. Design/methodology/approach A systematic thematic literature review was conducted following Braun and Clarke (2006) six-phase framework. Studies published between January 2024 and October 2025 were retrieved from Web of Science, Scopus, PubMed, ScienceDirect and Google Scholar using the search terms “neurogastronomy,” “food emotion,” “multisensory integration” and “flavor perception” in combination with “emotion,” “affect,” “limbic system” and “amygdala.” Of 47 records identified, 20 peer-reviewed articles met the inclusion criteria following title, abstract and full-text screening. Quality assessment was conducted using criteria adapted from the Mixed Methods Appraisal Tool and Critical Appraisal Skills Program. Findings Six themes were identified: theoretical foundations of neurogastronomy as an interdisciplinary field; neural architectures involving limbic-prefrontal networks in food evaluation; multisensory integration producing emergent flavor percepts that exceed individual sensory inputs; bidirectional food–emotion relationships operating through gut-brain, expectancy and memory pathways; cultural modulation of neural food responses through developmental plasticity; and methodological innovations including neuroimaging, neuromarketing tools and multimodal assessment. Approximately, 75% of reviewed studies drew on Western populations, limiting cross-cultural generalizability. Flavor perception functions as a brain-constructed phenomenon shaped by predictive coding, with emotional responses reflecting coordinated amygdala, orbitofrontal cortex and hippocampal activity. Originality/value This study provides the first thematic synthesis of the 2024–2025 neurogastronomy literature, integrating fragmented findings across neuroscience, psychology and culinary domains into a coherent multilevel framework. It identifies actionable directions for culinary education, hospitality experience design, gastrotourism practice, public health and ethical neuromarketing and establishes a research agenda prioritizing cross-cultural validation, longitudinal investigation and naturalistic study designs.
PurposeThis study systematically examines the application of neuroscientific approaches in tourism advertising, offering a comprehensive and integrative assessment of how these approaches can be used to understand consumer responses.Design/methodology/approachA systematic literature review was conducted on peer-reviewed studies in English, including journal articles, book chapters, reviews, and conference papers published between 2012 and 2025 at Scopus database. Studies from disciplines outside the core focus of tourism advertising (e.g. physics, engineering, medicine, agriculture, mathematics and biochemistry) were excluded to ensure conceptual relevance. The search process led to 37 articles being examined. The conduct of the review process drew upon predefined inclusion and exclusion criteria, and each study was evaluated for a) methodological rigor and b) for its deployment of the neuroscientific approach in accordance with the SPAR-4-SLR protocol. This structured approach helped to ensure a holistic presentation of theoretical trends, methodological patterns, and research gaps in the field.FindingsThe review reveals a growing reliance amongst tourism advertising researchers on neuroscientific techniques such as eye-tracking, electroencephalography (EEG), electrodermal activity and facial expression analysis. Such methods have been primarily deployed to examine attention, cognitive processing, and emotional responses toward visual and narrative advertising stimuli and their effects on consumer perceptions and behavioral intentions. However, the literature remains theoretically fragmented, with many neuroscientific studies adopting an exploratory approach that lacks explicit and/or coherent theoretical grounding.Originality/valueThis study exposes theoretical fragmentation in this field and advances a holistic conceptual framework to explain behavioral outcomes by integrating neuroscientific indicators with cognitive and emotional mechanisms. The framework provides a structured foundation for future theory-driven research and offers actionable insights for the strategic design of more effective tourism advertising.
