Generation Z, born into the digital age, differs from previous generations in their perspectives on future generations, communication styles, and online consumption habits. They view technology as an essential part of daily life. Digital environments that transfer, preserve, and make cultural heritage values accessible encourage young people to engage with these values, enabling them to pass them on to future generations and reach a broader audience. Tourism is another factor that supports the sustainability of cultural heritage. Generation Z, whose consumer habits are shaped by digital technologies, has become a key segment in the tourism market. It is believed that transforming intangible cultural heritage elements into digital media could increase Generation Z's curiosity about and interest in cultural heritage tourism. As a result, intangible cultural heritage (ICH) values can be handed down to future generations, and conservation plans can be developed. This research conceptually explores the potential impact of Generation Z's interaction with digital intangible components on their intention to participate in cultural heritage tourism. The study's focus on Generation Z's digital engagement with intangible cultural heritage within the context of cultural heritage tourism makes it unique. Accordingly, it is recommended that the Theory of Planned Behavior model be used to examine how interactions with digital intangible cultural heritage influence Generation Z's intentions to engage in cultural heritage tourism. This study could serve as a foundation for further empirical research.
The rapid expansion of hotel construction in the Special Region of Yogyakarta, one of Indonesia’s leading tourist destinations, has contributed to environmental degradation, including declining air and water quality, depletion of natural resources, land-use change, and poor environmental management. These issues collectively increase disaster risks and threaten community well-being. Grounded in Resource-Based View theory, this study examines how strategic organisational resources influence sustainability outcomes. Specifically, it analyses the effects of Transformational Leadership and Corporate Social Responsibility on Sustainable Business Innovation, with Green Human Resource Management as a moderating variable. Data were collected from 380 hotel employees using non-probability purposive sampling and quota sampling based on the Slovin formula from a population of 5,445. The data were analysed using Structural Equation Modelling, Partial Least Squares to evaluate the measurement model (validity, reliability, Heterotrait-Monotrait Ratio) and structural model (fit and hypothesis testing). The results show that Transformational Leadership has no significant effect on Sustainable Business Innovation, while Corporate Social Responsibility has a positive and significant influence. Green Human Resource Management does not moderate the relationship between either Transformational Leadership or Corporate Social Responsibility and Sustainable Business Innovation. Theoretically, the study strengthens Resource-Based View by emphasising the strategic value of human resources as valuable, rare, inimitable, and non-substitutable assets. Practically, it highlights the importance of talent retention, fair reward systems, and authentic employee engagement in sustainability programmes. Overall, this research enriches the limited empirical evidence linking Resource-Based View, leadership, Corporate Social Responsibility, and human resource management practices within sustainable hospitality management
The hospitality sector has been profoundly reshaped by technological innovation, societal change, and the lasting impact of the COVID-19 pandemic. These forces have redefined guest expectations, shifting focus from traditional service indicators to ethical conduct, personalization, and emotionally resonant experiences. This study explores how Romanian hotel chains address these evolving demands by fostering a value-responsive quality culture (VRQC). Using a qualitative research design with semi-structured interviews and content analysis, the paper identifies three key trends: (1) rising expectations for ethical, sustainable, and inclusive practices; (2) increased demand for personalization enabled by digital integration; and (3) greater emphasis on authenticity and emotional connection in guest experiences. Based on these findings, the article presents a VRQC framework that integrates these trends into a strategic model for improving service quality, providing practical guidance for hospitality managers and contributing to the academic discussion on quality culture in turbulent and rapidly changing environments.
This pilot study explores the educational value of the metaverse in tourism through the lens of Constructivist Learning Theory. A survey-based methodology was used to examine the influence of four key constructs – Active Learning (AL), Knowledge Construction, Reflection and Adaptation (KC), Personalized Learning (PL), and Learning by Social Interaction (LSI)—on the learning efficiency of the metaverse in tourism. Thirty participants, 43.33% male and 56.67% female, from Generations X, Y, and Z, completed the questionnaire. The survey demonstrated good reliability and validity, providing insights into the metaverse's role in tourism education. The findings highlight the importance of knowledge construction, reflection and adaptation, and learning by social interaction in improving learning efficiency through collaborative and reflective processes. In contrast, active learning and personalized learning did not show statistically significant effects on learning efficiency, suggesting that factors such as instructional design, learner motivation, or digital literacy in the metaverse may mediate their effectiveness. This research enhances the understanding of the metaverse not merely as a platform for entertainment or simulation, but as a revolutionary medium for experiential learning and the development of knowledge about touristic destinations.
Sustainability has become a defining axis of innovation and competitiveness in the global fine dining sector, yet its translation into operational and managerial practices remains uneven, particularly in emerging markets. This study examines how sustainable gastronomy practices are integrated within a high-end rural hospitality context, using Bethlen Estates Transylvania as a single embedded case study. The research adopts a convergent mixed-methods design, combining semi-structured interviews with key stakeholders (executive chef, operations coordinator, garden manager, and a local supplier) and a complementary pilot survey (N = 140) assessing consumer awareness and willingness to pay for sustainability in fine dining. Qualitative data were analysed through thematic coding, while quantitative responses were processed descriptively, with internal consistency verified (Cronbach’s α > 0.70). Findings indicate that sustainable fine dining in a post-socialist, rural context requires not only ecological and ethical commitment, but also creative adaptation to infrastructural and perceptual constraints. In this case, sustainability functions both as a competitive strategy and as a narrative the restaurant constructs about itself – one that connects authenticity, locality, and value creation. The study contributes to the literature on sustainable gastronomy by offering a contextualised model of integration between environmental responsibility, luxury experience, and community-based sourcing. Limitations include the single-case design and non-probabilistic sampling. Future research should consider comparative multi-case analyses across the Central and Eastern European region.
Pop culture tourism, particularly media-induced tourism, is an increasingly relevant phenomenon in which travel decisions are shaped by popular media such as films, TV series, literary works, and other forms of media. This paper explores the intersection of media consumption and tourist behaviour, focusing on how audiences engage with cinematic franchises through travel and how these experiences influence travellers’ decisions. Using quantitative data collected through a questionnaire with a sample size of 116 respondents, distributed during a pop culture event – London MegaCon 2024—the study investigates the impact of demographic variables such as age, gender, and country of residence on preferences for franchise-related destinations, guided tours, and trip duration. The data were analysed with IBM SPSS and show that gender and country of origin significantly impact travel motivations, while age has less influence. A strong interest in guided tours and visits to franchise-related locations was recorded, especially among frequent travellers. The data also revealed interest in multiple franchises, suggesting that tourism experiences can be multifaceted, encompassing various fan interests rather than being tailored to a single franchise. These findings have implications for destination marketers and tourism product developers. Strategies such as immersive storytelling, customisable tour packages, and product diversification can enhance the appeal of pop culture sites.
This research aims to examine Turkish bath culture in depth within the context of cultural heritage, assessing the contemporary continuity and transformation of traditional bathing practices, spatial and symbolic objects, and ritual-based practices using a holistic approach. A semi-structured interview technique was carefully selected for this study, based on a qualitative method. Interviews were conducted in 20 active baths in the Fatih district of Istanbul, which are considered spatially and functionally representative and possess a strong historical context. The data obtained were analysed in detail through a descriptive analysis process. The findings clearly demonstrate a high degree of continuity in traditional bathing practices and professional roles such as “tellaklık” and “natırlık”, while bath objects continue to be used largely in their authentic form. However, it has been observed that culturally meaningful ritual practices such as the bridal bath, the groom's bath, and the forty bath are becoming increasingly rare and, in some cases, have transformed into symbolic representations. This situation makes it urgently necessary to address Turkish bath culture comprehensively and to develop innovative strategies to ensure its sustainability.
Trust and Safety (T&S) is a key framework for online platforms, aiming to protect users from harm such as misinformation, harassment, and exploitation, while also supporting free expression. Although policies, AI tools, and cross-platform collaboration (e.g., GIFCT, StopNCII.org) enhance moderation, significant challenges remain. This study uses a demo dataset of 15 social media posts, reviewed by 9 moderators and checked by a single analyst. Each ticket has been reviewed by three raters to ensure agreement. The model achieved a precision, recall, and F1 score of 70.37%, with an overall accuracy of 64.44%. Automation improves efficiency but requires bias moderation, transparency, and human intervention to address challenging content. However, outsourcing and underinvestment in moderators raise ethical concerns, as human reviewers face psychological risks without adequate support. To address these issues, this paper proposes a decision matrix for use in both machine learning training and moderator and quality analyst training
Education and workforce integration are essential in the 21st century, particularly in discussions of sustainable economic growth and social cohesion. Furthermore, synergy between academic outcomes and labour market demands is crucial for fostering innovation, reducing unemployment, and maintaining competitiveness in the current economic landscape. Proper allocation of resources within the educational system not only enhances skill development but also improves the workforce’s ability to adapt rapidly to technological advancements. This paper examines the performance of European Union countries in a single year within this sector, using seven key variables related to education and the workforce. Principal Component Analysis was conducted to reduce dimensionality and identify three main components that summarise the variance observed in the data. The findings reveal considerable differences among EU countries regarding the coordination between education and workforce demands, largely due to inconsistent investment in education. Additionally, based on the three main components identified, cluster analysis was performed, revealing distinct groups of countries with similar outcomes, including high-performing countries with well-integrated education and employment systems, and low-performing countries where poor resource allocation has limited employment adaptability and economic engagement. Overall, the evidence highlights the importance of policies that reduce disparities, promote talent development, and strengthen the link between education and workforce demands, ensuring that future challenges are met with resilience and prosperity.
For over twenty years, the École d'Hôtellerie et de Tourisme du Luxembourg (EHTL) has placed tourism at the heart of its institutional identity. In the wake of COVID-19, the tourism sector has experienced structural changes, with greater emphasis on artificial intelligence, local immersion, and social inclusion. In response, EHTL has redesigned its tourism programme to meet evolving market needs while maintaining educational quality and employability. The revised curriculum features historical and cultural literacy, integration of digital tools and AI, sustainability-focused storytelling, and a shift from passive observation to active local engagement. Excellence in hospitality remains a core component. A rigorous methodological framework guided curriculum development, including professional consultation, literature review, participation in industry events, and reflective pedagogical practice. Outcomes include a region-specific curriculum for EMHTR in Cotonou, Benin, aligned with global standards, and the planned launch of a new BTS in Tourism and Communication. This curriculum fosters immersive, digitally enhanced learning and incorporates communication strategies to support meaningful, inclusive tourism. EHTL thus distinguishes itself as a leader in tourism education innovation.
Cultural tourism emerges from various sources rooted in social life. Novels that explore social elements such as history, identity, and culture serve as important written sources of information, stimulating tourists’ interest in destinations. Although concepts like history and identity are abstract, they can become significant attractions when highlighted by authors’ descriptive abilities within the narrative, influencing readers and arousing their curiosity. In this context, the study aims to identify the roles of novels in cultural tourism by examining the themes of history and identity in postmodern novels. The study used the autoethnographic method and analysed Orhan Pamuk’s “The White Castle,” which compares East and West through cultural values such as history and identity, as it was considered suitable for the study’s purpose. The results indicate that the novel presents cultural differences through elements such as identity, history, religion, city, language, art, and gastronomy. The novel vividly conveys these cultural differences through the interplay of plot and description.
The increasing emphasis on sustainability in global business ecosystems has transformed environmental responsibility from an ethical obligation to a strategic imperative. In the MICE (Meetings, Incentives, Conferences and Exhibitions) industry, eco-friendly food is crucial in reducing environmental impact and improving long-term competitiveness. However, the Indonesian MICE sector faces major challenges in implementing structured sustainability strategies, especially in food procurement and waste management. The lack of a standardized decision-making framework limits the industry's ability to optimize its sustainability efforts and creates a research gap in identifying the most impactful green food initiatives. Data was collected from 50 individual members of the Indonesian Event Association (IVENDO) representing event consulting, event management, hospitality and exhibition organization, as well as from three medium-sized companies affiliated with IVENDO and operating in the MICE sector. The results show that local and organic sourcing (LOS) is the highest priority (0.206), followed by storage optimization (SO) (0.138), sustainable packaging (SP) (0.129) and energy-efficient operations (EEO) (0.100). These results highlight the industry's preference for local partnerships, efficient food storage management and environmentally friendly operational concepts. While the study provides a structured approach to green food optimization, the focus on Indonesia and the limited sample size limit its applicability on a broader scale. However, the findings serve as a foundation for future research to expand datasets and explore blockchain-enabled supply chain transparency to ultimately improve sustainability and operational efficiency in the Indonesian MICE industry while strengthening its global impact.
The digital transformation of the tourism industry presents both significant opportunities and complex challenges for companies seeking to enhance competitiveness. This study explores the role of organizational culture in shaping how tourism firms adopt and implement digital innovation. A conceptual framework is proposed, grounded in the Competing Values Framework (CVF), which categorizes organizational cultures into Clan, Adhocracy, Market, and Hierarchy types. The framework highlights how these cultural dimensions affect the integration of digital tools, market adaptability, and organizational performance. Drawing on a theoretical synthesis of the literature on culture and innovation in tourism, the study conducts an exploratory analysis of ten tourism companies. The findings suggest that organizational culture is a key enabler of digital transformation, although the small sample prevents statistical generalization. Companies with adhocracy-oriented cultures showed the highest digitalization scores, while hierarchical cultures lagged behind. Moreover, people-oriented leadership emerged as a positive moderator of digital innovation adoption, whereas task-oriented leadership had no significant influence. These preliminary results underscore the importance of aligning culture and leadership style with digital transformation goals. The paper offers both theoretical contributions and practical implications by linking cultural attributes with technology-driven strategic development. For tourism managers, understanding these dynamics can inform more effective digital strategies. The study also opens new avenues for future empirical research to validate and refine the proposed model across broader samples and diverse tourism contexts. Overall, it provides a foundation for further inquiry into how organizational culture and leadership styles can support digital modernization in tourism.
This article attempts to analyze the impact of digital communication, particularly social networks and travel management platforms, on the promotion and revitalization of domestic tourism in Algeria. The methodology used is mainly, but not exclusively, based on a questionnaire survey of tour operators and regular tourists. The questionnaire was designed online using Google Forms and distributed on various online platforms specialized in tourism. 114 valid questionnaires were retrieved and statistically analyzed using SPSS. The main results clearly show the growing role that digital communication is playing in creating a new culture of domestic tourism. 78% of respondents stated that they were influenced by this digital strategy when choosing their destinations. The use of digital social networks, particularly Facebook and Instagram, together account for around 80-85% of responses. These results illustrate how social media and online platforms are reorganizing the tourism value chain on the one hand and changing the customer experience on the other, which is essential for understanding the new tourism expectations and behaviors, as it is a consumer-centric approach. The study suggests that tourism marketing strategies should focus more on partnerships with local influencers to boost domestic tourism and develop local tourism programs that focus on archeological, historical, cultural, religious and environmental values.
In the faced-paced world of the 21st century, with unique new inventions around every corner in the hospitality industry, something always must stand out, be different, be an eye-catcher. Words like branding and brand equity are important - what makes something the way it truly is, what draws customers to a particular place or product, especially after the pandemic that has changed the entire industry. To explore these concepts in depth, a quantitative study was conducted, a survey to be precise, and the results that emerged are quite captivating. With just one name in mind (the brand name), potential customers were able to visualize what a hotel looks like, what the atmosphere is like and how they would feel if they stayed at that particular hotel. Branding and brand equity are very important in the hospitality industry as they influence staff opinion, brand loyalty and willingness to pay more for a particular hotel brand, thus increasing sales and therefore profits. A strong brand can set a hotel apart from its competitors, encourage customer loyalty and create a sense of trust among customers. To gain a competitive advantage, hotels in the Romanian market need to use branding and brand equity to their advantage.
In light of recent challenges, including climate change initiatives, the need for natural resource preservation, and the impact of the COVID-19 pandemic, the significance of Environmental, Social, and Corporate Governance (ESG) disclosure has reached new heights. The tourism industry, characterized by its reliance on natural resources and interaction with local communities, stands out as a sector where sustainability initiatives are essential not only to mitigate negative impacts but also to improve stakeholder relations. The data was collected from Thomson Reuters' Eikon platform and covers a sample of 117 tourism companies from 2020 to 2022. Using SPSS statistical software, regression modelling was applied to determine the extent to which ESG information is correlated with market value. This paper highlights the key findings, including a significant association between ESG disclosure and firm value in the tourism sector, with ESG values explaining 59.4% of the variation in market value. Positive impacts were observed in two industry subcategories- Hotels, Motels & Cruise Lines and Leisure & Recreation, while Restaurants & Bars showed no significant effect. The originality of this study consists of its examination of the impact of ESG not only within the tourism industry as a whole, but also across its three specific sub-categories, providing a comprehensive perspective on the topic. It contributes to the broader discourse on sustainable business practices and has implications for both companies and investors seeking to harmonise financial and sustainability objectives. Future research could benefit from qualitative approaches to better understand the nuanced relationship between ESG practices and corporate value.
Social media platforms have fundamentally changed the way tourists discover, evaluate and select destinations by amplifying electronic word of mouth. This study examines the role of information intensity, a critical dimension of electronic word of mouth, in influencing the successive decision stages of awareness, interest, evaluation, trial, and destination choice. Partial Least Squares Structural Equation Modeling was used to collect survey data from 100 active social media users from Algeria who had recently planned or selected a travel destination. The results show that information intensity has a significant effect on awareness and directly influences destination choice, with intermediate constructs such as interest, evaluation and trial playing an important mediating role. These results underline the importance of high quality, engaging content in increasing awareness and acceptance of destinations.
Tourists’ satisfaction and post-travel experiences are impacted by sense of place, memorability and authenticity. These concepts have been thoroughly studied, but not from a socio-demographic perspective. The present study contributes to the growing literature regarding sense of place, memorability, authenticity and destination satisfaction in the context of socio-demographics (age, income, and gender). This paper employed a survey using a sample of 648 respondents. Kruskal-Wallis, Mann-Whitney and Linear Regression were applied. Findings show that sense of place varies according to age, with younger people more prone to develop ties with visited place. Memorability differs according to income and gender, where women tend to have a more memorable tourism experience. Authenticity differs according to gender and income, with women and high-income groups reporting higher authenticity; lastly, destination satisfaction variations were present across gender and income groups. In addition, regression results showed that sense of place, memorability and authenticity have a positive influence on tourist destination satisfaction. These findings contribute to travel experiences studies by integrating a sociodemographic context into destination satisfaction.
