Purpose – While sustainability has gained interest in tourism studies, extant research indicates a gap between consumers’ green marketing awareness and perception and their actual behaviours. Using a Stimulus-Organism-Response (SOR) model, this study contributes to a better understanding of the influence of specific green marketing strategies in shaping environmentally conscious tourist decisions. Methodology/Design/Approach – This study employed a descriptive research approach and quantitatively surveyed 250 tourists in Sweden, selected through a simple random sampling technique. The collected data were analysed using structural equation modelling (SEM), with Confirmatory factor analysis (CFA) applied to refine measurement constructs. Findings – The results revealed that green marketing awareness significantly enhances tourists’ eco-friendly purchasing behaviour. Comparatively, its influence on destination loyalty is weaker. Tourists’ perception partially mediates the relationship between green marketing and green purchase behaviour, and it completely mediates the effect on long-term loyalty. Originality of the research – The study advances existing literature by emphasising the importance of green marketing and its tools in enhancing tourist decision-making, acting as a stimulus influencing tourists’ eco-friendly behaviours. The findings have implications for destination marketing organisations (DMOs) in incorporating strategies to combat greenwashing, improve consumer experiences, and foster long-term loyalty.
Purpose – This study examines the influence of local cuisine on destination choices among young Greek adults, aiming to understand how attitudes, subjective norms, and perceived behavioral control impact travel intentions. Methodology/Design/Approach – A 15-item questionnaire based on the Theory of Planned Behavior and Utility Theory was distributed to 411 Greek participants aged 20-29. Data were collected through online surveys and analyzed using hierarchical multiple regression to assess the interaction between psychological factors and economic constraints on travel decisions. Findings – The results reveal that local food significantly influences young adults’ intentions to visit destinations, with attitudes, subjective norms, and perceived behavioral control each playing a role. Economic constraints and personal preferences moderate these effects, highlighting the complex relationship between local food preferences and travel behavior. Originality of the research – This study addresses a gap in culinary tourism research by focusing on young adults, a demographic whose travel behavior is shaped by unique preferences and financial considerations. The findings contribute to tourism marketing by offering insights into how local gastronomy affects destination appeal among young Greek travelers.
Purpose-This study examines the mediating role of service innovation in the relationship between market orientation and hotel performance within Ghana's hospitality industry, using the resource-based view (RBV) as a theoretical foundation. Methodology/Design/Approach-A quantitative research approach was adopted, with data collected through a structured survey targeting managerial staff in Ghanaian hotels. A total of 200 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized relationships. Findings-The results indicate that market orientation positively influences hotel performance and that service innovation significantly mediates this relationship. Hotels that effectively implement market-oriented strategies and foster service innovation gain a competitive advantage and enhance overall performance. Originality of the research-This study is among the first to empirically validate the mediating role of service innovation in the market orientation-performance link within Ghana's hotel industry. It offers valuable insights for hotel managers on the need for continuous innovation and contributes to the theoretical understanding of how market orientation translates into superior performance through service innovation.
Purpose – User-generated content provides valuable insights into customer sentiment, influencing service delivery and pricing decisions. However, limited empirical research has examined how customer sentiment relates to perceived hotel pricing. This study explores the relationship between sentiment expressed in online reviews and customers’ perceptions of hotel prices, identifying key service attributes associated with these perceptions. Methodology/Design/Approach – This study employs an innovative approach using Synthesio, an AI-powered social intelligence platform, to conduct large-scale sentiment analysis. A dataset of 30,500 TripAdvisor reviews was analyzed to examine how sentiment toward specific service attributes relates to perceived pricing. Findings – Five attributes—room, staff service, food experience, location, and hotel facilities—were identified as key factors associated with price perceptions. Room quality, particularly cleanliness, showed the strongest association with pricing sentiment. Although staff service was generally positive, it did not consistently offset dissatisfaction caused by poor room quality. Location, as a relatively fixed attribute, influenced sentiment primarily when expectations were unmet. Originality of the research – This study contributes to data-driven pricing research by applying attribute-level sentiment analysis to examine perceived pricing, offering both methodological innovation and practical implications for the hospitality industry.
Purpose – The main purpose of this study is to provide an understanding of the impact of memorable travel experiences on tourist satisfaction. Methodology/Design/Approach – This study selected the mountainous region of Northwest Vietnam as the research context and focused on the experiences of tourists travelling in groups. The primary data from the survey samples were analysed using Smart PLS 4.0 software. The partial least squares structural equation modelling (PLS-SEM) technique was used to analyse the direct effects in the research model. Findings – The results of the data analysis revealed that the effects of “meaningfulness”, “knowledge” and “local culture” on satisfaction were not statistically significant. The remaining four components of memorable tourism experiences, namely, “hedonism”, “refreshment”, “novelty” and “involvement”, affected tourist satisfaction. In addition, the number of visits of tourists played an intervention role in the effects of enjoyment and relaxation. Originality of the research – This study helps to better understand the satisfaction of grouping tourists with tours in the mountainous region of Northwest Vietnam and provides research implications from the results.
