Abstract This paper is based on ongoing research whose main objective is to explore tourism digital marketing strategies grounded in Slow Movement and Slow Tourism principles, focusing on rural accommodations entrepreneurs in Baixo Alentejo (Portugal). With a qualitative methodological approach, empirical research was initially based on a literature review. Also, it involved a systematic observation of accommodation businesses’ websites selected with a convenience sample from the Regional Registry Online Platform. The research involved content analysis considering a review sustained in slow tourism dimensions upon websites’ communication mission and values, presentation opening message, experiences, activities, and product offers. Research also included content analysis based on social media communication strategies (entrepreneurs’ commercial posts on Facebook). Preliminary findings indicate that some rural accommodations have adopted slow tourism activities, providing relaxed and immersive experiences that connect tourists to nature and local culture. In particular, companies share messages that can be theoretically related to slow movement and offer sustainable and local experiences, gastronomy, and tranquillity combined with rural tourism activities (e.g., wine and olive production), allowing tourists to slow down and appreciate the beauty and resources of the region.
Abstract In Morocco’s rapidly growing hotel sector, digital co-creation is emerging as a key strategy to enhance the customer experience. Grounded in co-creation theory and the literature surrounding digital transformation, this study explores how Moroccan hotels use digital platforms to engage customers and foster service innovation. A qualitative research design, based on 27 semi-structured interviews with hotel clients, was employed. Data were analysed inductively using thematic analysis with NVivo 14, allowing patterns and key themes to emerge from participants’ narratives. Findings reveal that digital tools improve service personalization, facilitate feedback, and enable collaborative engagement through mobile applications, contributing to higher customer satisfaction and more effective service innovation. Persistent challenges include gaps in digital literacy and concerns regarding data privacy. The study contributes theoretically by providing contextual insights into how digital co-creation fosters personalization, engagement, and service innovation in Moroccan hotels. On a practical level, it offers empirically-grounded recommendations for hotel managers to design user-friendly digital interfaces, ensure data privacy, and support customers in adopting digital tools, thereby enhancing satisfaction and fostering customer loyalty.
This study aims to examine women's entrepreneurial activities within the scope of ecotourism, and the challenges they encounter throughout the entrepreneurial process. For this purpose, qualitative methods were employed within the framework of an embedded single-case study design, and content analysis was applied. Data were collected in June 2024 through a face-to-face interview with Bedriye Berber Engin, the first female entrepreneur in T & uuml;rkiye to open her village to tourism. Accordingly, the research focused on Kur & scedil;unlu Village in Bilecik, T & uuml;rkiye. The data were analyzed using ATLAS.ti, with all coding processes, code-document matrices, and Sankey diagrams generated through the software. Kur & scedil;unlu Village, which hosts both domestic and international tourists throughout the year, provides a noteworthy case for studying women's entrepreneurship and ecotourism. Findings reveal that women face financial challenges and local prejudices, yet entrepreneurship enables economic their empowerment and positive changes in their social status. This study contributes to the literature on rural women's entrepreneurship by demonstrating how ecotourism can transform gender roles.
This study explores the effects of the COVID-19 pandemic on the tourism industry in Bangladesh, focusing on four critical factors: cost, security, hygiene, and food quality. Semi-structured interviews were conducted with 16 participants from various sectors within the Rajshahi district. Data saturation was achieved with 11 participants, representing accommodation, adventure, attractions, events, food and beverage, tourism services, transportation, and travel trade sectors. The findings reveal significant impacts on these sectors, including increased operational costs, security concerns, inadequate hygiene measures, and declining food quality. The study emphasises the importance of strategic adjustments, such as cost optimization, enhanced security, improved hygiene protocols, and maintaining food quality to ensure industry resilience. These strategies are crucial for the tourism sector's sustainability and recovery in future crises. Practically, tourism companies have adapted by implementing flexible pricing, advanced cleaning procedures, and leveraging digital platforms for food services. From a social perspective, these strategies help rebuild tourist confidence, trust, and satisfaction, contributing to local economic recovery. This study contributes to tourism literature by exploring the multi-faceted impacts of the COVID-19 pandemic on the tourism industry in Bangladesh. Finally, the study suggests future research directions to gain broader insights.
This study investigates whether internal marketing strategies affect employees' job satisfaction in star-rated hotels in Jimma City. The important dimensions analysed are pay and reward, motivation, training and development, internal communication, and empowerment. The study targeted 353 employees across eight star-rated hotels as of November 30, 2024. Using stratified sampling, a representative sample of 188 employees was selected, with 180 completed questionnaires collected on a five-point Likert scale. A descriptive and explanatory research design with a quantitative approach was employed, and the data were analysed using SPSS. Both descriptive and inferential statistics were utilised. The results indicate significant positive correlations between internal marketing dimensions and employee job satisfaction, with internal communication and motivation showing the strongest associations. Further, multiple linear regression analysis with hypothesis testing was conducted. This study highlights the importance of star-rated hotels adopting internal marketing strategies that focus on meeting employee needs and treating the organisation as their primary market.
For Revenue Management (RM) in hotels, demand forecasting is considered to be one of the most important aspects in making operational and strategic decisions. For years, the basis for demand forecasting, hotel occupancy prediction, has depended on traditional techniques. However, the emergence of artificial intelligence (AI) and machine learning (ML) has changed the landscape, improving the methodological rigour of forecasting techniques. Focusing on bibliometric trends, study characteristics, and methodological approaches, this study systematically reviews the extant literature specific to the applications of AI and ML for hotel occupancy forecasting. Our analyses reveal that in recent years, the number of papers using these techniques for hotel occupancy forecasting has increased, largely due to increased prediction accuracy yielded by ML models. This work also assesses the quality of the scientific research in the area, giving recommendations for future forecasting studies, particularly with respect to forecasting methodology and ML model training and development. Following the PRISMA guidelines, this research fills the gap in the existing literature by assessing the quality of the current state of the literature, proposing a checklist of requirements for high-quality research, and giving recommendations for future studies and the development of standards for ML forecasting research in hospitality literature.
The tourism industry is a significant economic resource, and nations develop competitive strategies to maximise national advantages and secure a leading position in destination competitiveness. This study evaluated the competitiveness of Mediterranean countries using data from the World Economic Forum's Travel and Tourism Development Index for 2019-2021. Seventeen sub-indices were analysed for Portugal, Spain, Italy, Turkey, Egypt, Morocco, and Tunisia. Multidimensional Scaling Analysis and PROMETHEE techniques were applied. The results indicated that Portugal, Spain, and Italy hold a significant competitive advantage as tourist destinations. Turkey and Egypt showed improved performance in 2021. While Turkey, Egypt, Morocco, and Tunisia rank favourably in the price competitiveness sub-index, this factor has limited influence on overall competitiveness. To increase the share of international travel markets, these nations should leverage domestic strengths. Countries lagging in competitiveness should collaborate with national governments and private sectors to improve positions in global tourism.
Effective tourism management, particularly within the realm of culinary tourism, demands a comprehensive understanding of variations in tourists' socioeconomic and demographic characteristics. Although extensive studies in the general tourism sector have examined demographic influences on destination choices, limited research has explored how these factors shape culinary tourists' decisions and loyalty. This study, therefore, investigates the influence of socio-demographic characteristics on destination loyalty among international culinary tourists in Ghana. Using a quantitative approach, self-administered questionnaires were distributed to 374 international tourists who had sampled Ghanaian cuisines at Kotoka International Airport in Accra. The data were analysed using the Analysis of Variance (ANOVA) test to determine differences in tourist loyalty across various socio-demographic profiles. While previous studies suggest that age, gender, income, and marital status strongly influence tourist behaviour, the findings of this research reveal that only education significantly affects destination loyalty. Other socio-demographic factors did not exhibit a notable impact. This result challenges conventional assumptions, indicating that culinary destination loyalty in Ghana may be shaped more by experiential and cultural factors than by demographic differences.
Due to its significant environmental impact, intensive resource use, and growing concerns about social and governance issues, today's hospitality industry faces increased pressure to improve its environmental, social, and governance (ESG) performance. Although financial strength is often associated with better ESG practices and higher ESG scores, little is known about how financial indicators and company size relate to ESG risk scores in the hospitality industry. The aim of this study was to examine the relationship between financial performance, company size and ESG risk for a sample of 63 publicly listed hospitality companies.ESG risk scores were obtained from Sustainalytics and combined with financial data. The results showed a strong negative correlation between ESG risk and market capitalisation, indicating that larger firms in the sample tend to report lower ESG risk. To identify which financial indicators are most closely associated with ESG risk, OLS was applied. Although the initial expectation was that higher profitability would systematically correspond to lower ESG risk, the results point to a more complex balance between asset and equity-based profitability ratios and sustainability. The results provide practical guidance for investors and other relevant stakeholders by indicating which financial metrics are most strongly associated with lower ESG risk in the hospitality industry.
Ibiza has been a world-famous island tourist destination for half a century. The aim of this paper is to review the past and present promotional actions that have been adopted to develop the island's brand image. This paper is a case study divided into two parts: the historical evolution of local tourism and promotion, and the main actions currently being adopted by public administrations, particularly the Ibiza Island Council. Despite some prior activity, it was not until the 1930s that the tourism industry began to organise for commercialisation. The public administrations did not take significant action until the 1960s, and the main impulse for the promotion of tourism came from media coverage of hippies arriving on the island. Currently, the Island Council takes care of the promotion of the Ibiza tourism brand and organizes various promotional activities. The article's main conclusion about the current promotional actions is that there are prioritized types of tourism that allow for de-seasonalisation and attracting more sustainable types of tourism - but the actions adopted by the public administrations are still very conventional and not very innovative, a risk that tourist destinations must avoid.
This paper examines the parallel mediating roles of attitude, subjective norms, and perceived behavioral control in the effect of perceived barriers on the intention to consume fish in restaurants. The study examines restaurant customers' intentions regarding fish consumption within the Theory of Planned Behaviour (TPB) framework. The study also used the relational survey model framework, a quantitative research design frequently used in social sciences. The study included 529 restaurant customers from seven cities that were randomly selected from seven different regions of T & uuml;rkiye. The data were analysed with SPSS and PROCESS macros. The study determined that perceived barriers, attitudes, subjective norms, and perceived behavioral control were related to the intention to consume fish, and that attitudes, subjective norms, and perceived behavioural control significantly mediated the relationship between perceived barriers and intention of fish consumption.
This bibliometric analysis examines the difficulties experienced by immigrants who work as unregistered workers in the tourism industry. The study aims to provide a comprehensive overview of existing research on this issue by examining publication trends, key contributors, and themes of focus. The analysis uses data from a leading academic database, the Web of Science. The research identifies a growing body of literature highlighting various challenges faced by unregistered immigrant workers, such as exploitation, lack of legal protection, and social marginalization. Key trends indicate a rising interest in the socio-economic impact of informal labour and the role of policy in addressing these issues. The analysis reveals significant contributions from researchers in European countries, with notable gaps in longitudinal and comparative studies. This paper not only maps the current state of research but also highlights critical areas needing further exploration, providing valuable insights for policy makers, practitioners, and future researchers concerned with labour rights and migration issues within the tourism industry.
Modern tourists are looking for rural destinations that provide various 'anti-stress' services, compatible with the wellness philosophy. The present study examines the complex relationship of the dry spa - Sofia's springs and its tourism potential for rural destination development assessment, using the modified GAM framework and data obtained from the 687 tourists of six European nations between 2018. and 2023. For robustness checks, the study additionally deploys structural equation modelling (SEM) to validate the estimates. The analysis of responses regarding the geo-site Sofia's spring in Serbia reveals that it is highly regarded for its health benefits, with a significant number of respondents rating it positively for rehabilitation and tranquillity. However, the location lacks adequate promotional activities and tourism infrastructure, which limits its touristic appeal despite its natural beauty and potential for rural tourism development. The findings suggest that while health and scenic values are strong attractions, there is a pressing need for improved tourism services and facilities to enhance the overall visitor experience and ultimately fostering rural development.
This study analyses the impact of the Clean & Safe Seal - implemented by Turismo de Portugal - on Portuguese tourists' travel decisions in two post-pandemic periods, using 370 questionnaires: 207 administered between December 2021 and January 2022, and 163 between December 2022 and February 2023. In the first time interval, the perception of risk was decisive, with the Clean & Safe Seal strongly influencing choices made due to hygiene considerations. In the second time interval, the seal's influence decreased significantly, as did concern for its maintenance. There was a greater preference for rural and local accommodation in the first period - two to three times higher than in the second. Young people predominated amongst the respondents, limiting the age representation despite the otherwise robust sample. The study's quantitative method excluded subjective questions, suggesting that future studies could include open-ended interviews to explore tourists' needs and frustrations. Tourism managers and businesses should study risk perception to make informed decisions and avoid unnecessary costs. This is the first study to compare the influence of the Clean & Safe Seal at two different points in time, highlighting how risk perception affects tourist behaviour.
The concept of multi-local living is a current and growing phenomenon in Nordic countries and elsewhere. However, the changes that multi-local causes in the temporal recreational activity of areas have remained unknown because official population statistics are not capable of detecting the temporal mobility of the population and thus the changes in the recreational activity of areas. The aim of this article is to estimate local recreational activity in Finland using new databases and to study the changes in local recreational activity caused by multi-local living. The results reveal that multi-local living remarkably changes recreational activities during the year and highlights the need to identify spatio-temporal changes at local and regional levels. Mobile phone data seems to be valuable for the regional targeting and prioritisation of recreational activities because it can identify the changing temporal roles of the regions.
In recent years, as consumer income levels have increased, restaurant customers' preferences have changed, and this is especially reflected in ALCR customers with high service quality. The research was based on the hypothesis that ALCR's service quality is high. In this study, tourism professionals and academicians aimed to evaluate the product and service quality offered by restaurants - a service sector that aims to provide high-level service - using the secret shopper (SS) method. In the research, 311 restaurant establishments serving in Istanbul, a mega tourism city, were evaluated using the SS method. Since the SS method is an observational technique, the research took a long time (12 months). As a result of the research, it was determined that interaction (p <0.001), physical environment (p < 0.001), management (p < 0.001) and output (p < 0.001) values increased in all restaurant establishments. It was determined that the highest increase was in FDR businesses (p < 0.001). The SS method is commonly used in different service sectors but not in the restaurant industry, and this study applied it here for the first time. The study concludes that inspecting restaurants using SS would increase the quality of the businesses and recommends that tourism professionals apply this method.
This study attempts to reveal whether smart tourism practices in the destination of Istanbul have an impression on destination brand equity (DBE) and destination competitiveness (DC). The sample group of the study consisted of domestic tourists visiting Istanbul. The data were obtained through a questionnaire. Primarily the data were evaluated for validity and reliability, and then correlation and regression analyses were applied. The findings showed that smart tourism practices in Istanbul did in fact make an impression on the brand equity and competitiveness of destinations. The study offers suggestions for the dissemination of smart tourism applications, which are seen as an effective factor in the branding process and competitiveness of Istanbul. A review of the literature indicated that the impression of smart tourism applications on the branding process and competitiveness of the destination had been analyzed in this study for the first time. Therefore, it can be said that the study is original.
Based on the network attention data of Douyin's fans, this article analyzes the spatial heterogeneity and driving factors of network attention to 5A-level tourist attractions in China using rank-size, kernel density, and nearest neighbor index. The results show that: (1) From the perspective of the rank-size curve, and the fractal dimension q, the structure of the scale sequence shows that the development of highly ranked scenic spots is well established, while the development of medium, and low-ranked scenic spots is incomplete. The general structure of Douyin's attention level in scenic spots exhibits obvious imbalance characteristics. (2) From the perspective of spatial patterns, it presents a distribution pattern with "one core and one belt" in general, with high-aggregation scenic spots mainly distributed in the Yangtze River Delta and others mainly distributed in the belt of Beijing, Tianjin, Hebei, Henan, Jiangxi, Hunan, and Hubei provinces. In terms of aggregation patterns, low and lower-attention scenic spots tend to be in an aggregated state, while medium, higher, and high-attention scenic spots tend to be in a dispersed state. (3) In terms of influencing factors, the main factors are the construction of scenic spot promotion platforms, marketing scenic spots, and regional economic development. The secondary factors include the development of the vitality of the tourism market, transportation convenience, and regional population support. General factors include the support of the modern service industry and the level of Internet development.
This research aims to investigate the effect of five-factor personality traits and environmental identity on the flow experience of levels of individuals participating in trekking activities, a form of special-interest tourism. The research model was built on flow theory. The relationship among the related variables was tested using Smart PLS. The research universe consists of individuals (n=384) who participated in trekking activities with outdoor sports clubs in Eski & scedil;ehir Province. The study found that while five-factor personality traits-extraversion, agreeableness, openness, and neuroticism-positively affect environmental identity, the personality trait of conscientiousness has no significant effect on environmental identity. Individuals with the personality traits of openness and neuroticism were also found to have experienced flow, while extraversion, conscientiousness, and agreeableness did not have any significant effect on the flow experience. Finally, environmental identity positively influenced the flow experience. Based on the research findings, original recommendations have been developed for enterprises organising trekking activities within the tourism sector.
