Metaverse in tourism: A pathway to sustainability and regeneration

Purpose: The paper presents empirical evidence of sustainable practices adopted by rural tourism stakeholders. It explores the concept and meaning of sustainable practices and what motivates rural tourism stakeholders to adopt sustainable tourism practices as well as recommendations to enhance sustainable rural tourism practices. Design/methodology/approach: This paper describes an exploratory qualitative research project designed to investigate sustainable tourism practices of the rural tourism stakeholders. An inductive approach was adopted to address the research objectives. Specifically, this paper focuses on individuals' subjectivity and understanding of sustainable tourism practices in terms of meaning, motivations, and areas of improvement. The respondents' opinions were collected through semi-structured interviews. A total of 29 rural tourism operators participated in the data collection from the two rural tourism associations in Sabah, Malaysia. The data collection was held at Kota Marudu and Kuala Penyu from April to May 2022. Findings: The findings revealed that sustainable tourism practices relate to conservation and preservation, economic benefits, collaboration and protection, environmental impact, future growth, awareness, knowledge, and improvement. Interestingly, the meaning of sustainable tourism practices is strongly connected to the term “fairness”, to competitive products and quality attractions, and to meeting tourists' needs. This implies the meaning of sustainable tourism practices is not limited to economic, environmental, and sociocultural impacts; it also relates to quality tourism products and the needs of tourists. Key drivers for sustainability practices include economic, social, environmental, and government support. Relevant approaches for improving sustainable rural tourism practices include greater participation and collaboration among rural tourism operators, conservation and preservation, destination uniqueness, long-term growth, and 3Rs practices (reduce, reuse, and recycle). Research limitations/implications: Findings implicate sustainable rural tourism destination management and the rural tourism stakeholders to adopt and enhance the sustainability of the rural sites and destination. It also extends the scope of existing literature on the meaning, motivation and sustainability practices of rural tourist destinations. Originality/value: This study focuses on the importance of sustainability in rural tourism in Sabah, Malaysia, an area on which limited empirical research has been done. The study provides an in-depth understanding of the meaning and drivers of sustainable practices from the rural tourism operators' perspectives. Additionally, it proposes sound strategies for sustainable rural tourism practices. Such practices and development are attributed to an individual's understanding of the concept of and motives for adopting sustainable development practices, government support, and core infrastructure. Finally, this study offers practical implications for sustainable development of rural tourism.

Banten Province, located at the western tip of Java Island, is a major tourist destination with various natural attractions, cultural heritage sites, and strategic coastal areas. Despite having attractions such as Ujung Kulon National Park, Tanjung Lesung Beach, and the historic city of Serang, the tourism sector in Banten faces major challenges related to the ability of human resources. This study examines the role of human resource capabilities in improving Banten's tourism sector by focusing on existing research gaps. The findings show significant skills shortages in customer service, digital literacy, and sustainable tourism practices. Current training programs are not enough to bridge these shortcomings, resulting in less than optimal service quality and limited innovation. In addition, there is a mismatch between the educational curriculum and the needs of the industry, as well as ineffective government support. The study recommends the development of tailored training programs, increased collaboration between educational institutions and tourism businesses, and more targeted government support to support sustainable tourism innovation and practices. By addressing these gaps, Banten's tourism sector is expected to improve its human resource capabilities, encourage innovation, and be more aligned with sustainable practices, which in turn can contribute to its growth and competitiveness.

Rogers Theory on Diffusion of Innovation-The Most Appropriate Theoretical Model in the Study of Factors Influencing the Integration of Sustainability in Tourism Businesses

Tourism significantly influences world economies, necessitating sustainable business practices for long-term success. This study investigates the impact of sustainable tourism (ST) practices on economic growth (EG) using a questionnaire survey of 370 participants, analyzed with SPSS. Findings show that ST positively correlates with higher EG, especially when destinations emphasize responsible tourist development (TD), community involvement, and environmental conservation. Notably, environmental conservation measures have a significant positive impact on EG, underscoring the importance of effective implementation in sustainable practices. The study also highlights the nuanced influence of destination characteristics on the EG-sustainability relationship, with regional and contextual factors contributing to varied outcomes. This research provides novel insights into the complex connection between ST and EG, identifying strategic interventions to maximize positive impacts on both environmental conservation and economic development. Responsible TD strategies are shown to be crucial, demonstrating a sustained positive correlation with EG over time.

Purpose This study aims to investigate the influence of learning organization characteristics on sustainability outcomes in the tourism sector, with a specific focus on sustainable tourism practices. It seeks to gain insights into how organizations in the tourism industry contribute to sustainability efforts. Design/methodology/approach This research used a survey method to gather data from employees working in five leading Indian tourism companies. The study was designed based on the theoretical frameworks of triple bottom line theory and organizational learning theory, with quantitative analysis conducted using structural equation modeling through Smart PLS 4 software. Findings This study reveals that learning organizations play a crucial role in promoting sustainable practices and yielding positive sustainability outcomes in the tourism sector. The results demonstrated significant positive relationships and mediation effects, highlighting the substantial impact of learning organization characteristics on enhancing sustainability efforts within the industry. Research limitations/implications This study’s findings provide actionable insights for refining organizational strategies and formulating policy recommendations to strengthen sustainability initiatives within the tourism sector. In addition, this research contributes valuable knowledge to the expanding field of sustainable tourism management and best organizational practices. Originality/value This study contributes to the field by offering empirical evidence on the interplay between learning organization characteristics, sustainable tourism practices and sustainability outcomes within the tourism sector. Its focus on addressing sustainability challenges in this industry context provides valuable insights for industry stakeholders and policymakers, guiding them in formulating effective strategies and decisions to enhance sustainability efforts.

The rapid development of immersive technologies, including Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR), presents novel opportunities to enhance tourist experiences and promote sustainable village tourism. This study is particularly significant as Generation Z, as digitally savvy travellers, plays a strategic role in shaping sustainable tourism practices, especially within rural destinations. The research aims to examine the influence of Generation Z’s awareness of immersive technologies on their positive attitudes toward village tourism, visit intentions, and perceptions of the role of immersive technologies in supporting sustainable tourism principles. A quantitative approach was employed using Partial Least Squares Structural Equation Modelling (PLS-SEM). Data were collected through structured questionnaires from 150 Generation Z respondents across various regions who have previously interacted with immersive technologies and plan to visit village tourism destinations. The findings indicate that awareness of immersive technologies significantly enhances positive attitudes toward village tourism, which in turn influences visit intentions and perceptions of immersive technologies’ role in fostering community-oriented sustainable tourism. These results underscore that integrating immersive technologies not only enriches tourist experiences but also supports cultural preservation, local economic empowerment, and sustainable tourism practices. Practically, the findings provide guidance for village tourism managers, policymakers, and stakeholders in designing effective digital strategies to develop community-based sustainable tourism initiatives.

Tourism can degrade the very environments that attract visitation. A sustainable trajectory is therefore essential. Sustainable tourism quality control tools (QCTs) are mechanisms that translate sustainable tourism concepts into practice, voluntarily adopted at business discretions. Conceptualised on a weak-to-strong continuum, they include policies, codes of conduct, awards, and certification programs. Certification programs, although recognised as the aspired trajectory of sustainable tourism practice, attract low industry uptake. Various structural and perceptual factors influence this low uptake, but this apparent conundrum implicates another critical, yet under-researched question; if businesses are not adopting certification programs, what QCTs are they adopting, if any? Accordingly, through six research questions and a multi-method qualitative methodology, this study identified the diversity of contemporary QCT practice to inform a more optimal mode of engagement with sustainability. The most recent attempt to structure this knowledge, in 2006, consisted of just four QCTs organised along the single dimension of strength, without further specification (Weaver, 2006). Addressing this major gap in the literature, the first research phase inductively and content analysed the extant literature to identify QCT diversity as per the literature (RQ1), and creates an organisational framework that captures this (RQ2). Building upon these outcomes, the second empirical phase employed a case study approach in the ski resort destination of Park City, Utah to identify QCT diversity (RQ3), refine the framework to capture the revealed diversity in the literature and industry practice (RQ4), and identify QCT prevalence in industry practice (RQ5). Data collection techniques included semi-structured interviews, online and documented material review, observations, and site visits. These materials were coded, thematically and content analysed. The third propositional phase leveraged the collective insights and presents a framework for practical and theoretical progress of sustainable tourism (RQ6). The first phase culminated in a three dimensional framework that effectively organises the diversity emerging from the literature, entailing 15 QCTs organised across five function categories (how QCTs primarily progress sustainable tourism), three “toolboxes” (expressions of conceptual strength), and two “menus” (expressions of conformance) (RQ2). Diversity was subsequently assessed across these key barometers. This revealed that conceptually weak, opportunistically adopted QCTs constituting a metaphorical QCT “Buffet” were the most numerous and diverse in strength and function compared to the conceptually strong, highly structured QCT “Set Menu” (RQ1). In the second phase, the organisational framework was refined to accommodate another empirically added 11 QCT showing new diversity that warranted new classifications. The revised framework capturing the diversity revealed collectively in the literature and empirically entails 26 QCTs organised across five function categories, four toolboxes, and three menus (RQ4). The rudimentary, opportunistic Buffet QCTs, again, were the most diverse across central barometers (RQ3). Investigation of QCT prevalence revealed the ubiquity of a proposed Buffet Effect in the case study site (n=27). Unlike conventional thought advocating standardised models of singular, homogenous practice, the contemporary situation in Park City reveals an adaptable model of multitudinous and heterogeneous practice, with each business using multiple QCTs and all combinations unique (RQ5). In the third phase, collective insights informed a framework for the subsequent progression of sustainable tourism theory and practice. Underpinnings of sustainable tourism theory and practice were aligned with QCTs themselves. In the spirit of dialectal interchange, the relative merits of the revealed standardised and adaptable models of QCT practice were fused. The proposed new model encourages (a) flexibility and idiosyncratic QCT practice, (b) diverse, multitudinous QCT practice for synergistic effects, and (c) guidance rather than conformance sustainability (RQ6).

PropósitoLos guías turísticos desempeñan un papel importante en el desarrollo del turismo sostenible como líderes, mediadores, administradores de recursos y promotores de la prosperidad económica. Este documento muestra, cómo los guías turísticos tibetanos locales practican el turismo sostenible en sus encuentros con turistas occidentales.Diseño/metodología/enfoqueLos datos consisten principalmente en 15 entrevistas en profundidad con guías tibetanos nativos. Los datos fueron analizados mediante el método de análisis de contenido.HallazgosSe encontró que, los guías adoptan prácticas de turismo sostenible basadas en su sabiduría y experiencias religiosas locales, mientras intentan establecer relaciones armoniosas entre el anfitrión y el huésped. Los clientes occidentales, también alientan a los guías a adoptar comportamientos más proambientales. Los “anfitriones”, viven según conceptos budistas, como el samsara, que están en línea con conceptos como el altruismo y la benevolencia. La mayoría de los “visitantes” se comportan bien y tratan de construir relaciones mutuas sinceras con la gente local. El anfitrión y el huesped, co-crean valor para la práctica local de turismo sostenible.Implicaciones prácticasLos guías turísticos pueden practicar el turismo sostenible en un papel de liderazgo o como mediadores, administradores de recursos o promotores de la prosperidad económica. También mantienen una relación sincera y amable con sus huéspedes que va más allá de la relación instrumental anfitrión-huésped y podría ayudar a co-crear valor para las prácticas locales de turismo sostenible.Originalidad/valorLas prácticas sostenibles de nuestra guía han sido examinadas en el pasado en función de sus roles como líder, mediador, gestor de recursos y promotor de la prosperidad económica. Pero los investigadores, rara vez han examinado las circunstancias en las que los turistas y los guías turísticos eran de diferentes culturas. Abordamos esta brecha.

Purpose According to the United Nations World Tourism Organization, sustainable tourism is a form of tourism that meets the needs of present tourists and host regions, while protecting and enhancing the opportunity for the future. It aims at having a low impact upon the environment and local culture; generating income and employment; and ensuring the conservation of local ecosystems. This paper aims to examine the ways in which the development and promotion of a new tourism product based on unique rural heritage and traditions contribute to the development of sustainable tourism by relating the practices to the sustainable development goals (SDGs) 1, 8, 10, 11, 12 and 17. Design/methodology/approach Drawing on a literature review on the topic of sustainable rural tourism, this paper uses a case-study methodological approach and provides an example of a sustainable rural tourism destination from the North Western development region of Romania (Cluj County, Transylvania) to depict specific sustainable tourism practices. The study uses a comprehensive desk-research based on secondary data from key industry and academic sources. Findings The research findings show that sustainable rural tourism can greatly support the development of rural destination and makes a significant contribution to the sustainable development of the Romanian tourism industry, in general, and rural economies in particular, as shown in the case examined in the paper. Sâncraiu represents an example of sustainable tourism practices that contribute to poverty reduction (SDG1 – Target 1.A), provide decent work and ensure economic growth (SDG8 – Target 8.9), help reducing inequalities (SDG10 – Target 10.3), protect and safeguard the world’s cultural and natural heritage (SDG 11 – Target 11.4), promote responsible consumption and production (SDG 21 – Target 12.b) and last but not least this destination demonstrates that development is only possible when partnerships are forged (SDG 17). Social implications This paper illustrates that fostering unique rural heritage and traditions can contribute to the sustainable development of destinations. Sustainable tourism practices contribute not only financially to a destination but also to its social infrastructures, jobs, nature conservation, adoption of new working practices and the revitalisation of passive and poor rural areas. Originality/value This paper examines and depicts sustainable rural tourism development as a transformative strategy contributing to the long-term viability of a rural destination. The research findings can be viewed as an example of good practice, which may be applicable to other geographic regions with similar contexts.

Sustainable tourism has become part of the general desire of Indonesia’s tourism development. The industry continuously seek ways or avenues where sustainable tourism practices can be adopted in hopes to achieve the desired outcomes of sustainable tourism. One of the ways of looking for new avenues that can adopt sustainable practices is to look at the emerging sectors of tourism. An interesting lane of tourism that can do this is sports tourism. Sports tourism relationship with sustainable tourism has been studied prior with promising potential. This study explores the sustainability efforts around marathon events by the organizers added with the participants point of view. For the research, this study will take the case study format focusing on Pocari Run. It puts forward the question whether event organizers are willing to implement sustainable tourism practices in their events and are aware sustainable tourism practices can be used as a tool for marathon events success and how it is impacting the participants. The methodology used in this research is a qualitative method, extracting insights from informants through in-depth interview directed towards Pocari Run Organizers. This study has found that the implementation of sustainable tourism practices have been implemented in Pocari Run events in accordance to previous studies. The implementation itself proved to be valuable in helping organizers develop a positive relationship with local stakeholders such as the local community and local government.

Purpose New technologies, environmental concerns and changing consumer preferences necessitate novel theoretical models for the hospitality and tourism sectors. This viewpoint explores how innovation, sustainability and consumer experiences impact these industries. Design/methodology/approach A literature review on technological advancements, sustainable practices and consumer behavior trends synthesized key findings to develop a theory explaining their intersections. Findings Theory of sustainable technology integration in hospitality and tourism (STIHT identifies and theorizes the dynamic interdependencies between advanced technologies (e.g. AI, IoT, robotics, VR/AR), sustainability practices and the experiential dimension of service delivery. It offers four mechanisms – technological enablement of sustainability, experiential design, feedback-driven adaptation and strategic capability-building – that explain how organizations can simultaneously achieve operational efficiency, sustainability goals and improved guest engagement. The model addresses a gap in the literature by integrating these domains, which are typically studied in isolation. Research limitations/implications There is a need for future research to empirically test and validate the proposed model. Future research should explore the long-term effects of technology and sustainability integration on organizational performance and customer experience. Practical implications This viewpoint offers insights for hospitality and tourism managers and policymakers on effectively incorporating technology and sustainability into their operations. Technology enhances guest experiences, operational efficiency and sustainability. Sustainability reduces environmental impact, improves customer satisfaction and increases brand loyalty. Integrating technology with sustainability, considering the hospitality and tourism industries’ high touch, addresses efficiency and responsible governance demands. Social implications The integration of technology and sustainability enables the hospitality and tourism industries to play an essential role in environmental conservation and social well-being, promoting more responsible hospitality and tourism practices. Originality/value This viewpoint presents a theoretical framework, the STIHT. It offers a comprehensive framework and a roadmap for future research.

For several decades, the southern African region, with its diverse natural and cultural attractions, has been an uninterrupted prime destination for sustainable tourism. However, the devastating Covid-19 pandemic presented severe challenges to the global tourism industry, crippling several businesses. The effect was more pronounced especially in the global south, including southern Africa which is confronted by a multitude of challenges. Meanwhile, this crisis presented opportunities for the adoption of sustainable tourism practices in the post-Covid era. This paper provides insights into sustainable tourism practices in the post-Covid era, drawing lessons on how the southern African region survived the crisis. The paper discusses the concept of sustainable tourism and its importance in the post- Covid era. Furthermore, it explores the impact of the pandemic on the tourism industry in southern Africa and the need for sustainable tourism practices. Sustainable tourism practices that have been adopted in the region, such as community-based tourism, eco-tourism, and responsible tourism are discussed. This paper highlights the lessons that can be learned from sustainable tourism practices in southern Africa in the post- Covid era. These lessons can be applied globally to promote sustainable tourism and ensure the resilience of the tourism industry in the face of future crises.

Introduction: This research investigates the impact of tourist attraction resonance on sustainable tourism development in Indonesia, building upon previous work by incorporating technology variables. Following the COVID-19 pandemic, Indonesian tourism is recovering, with foreign tourist arrivals showing an increase in 2022. The government has implemented a sustainable tourism program emphasizing environmental, social, cultural, and economic sustainability. This study examines how tourist attraction resonance influences sustainable development, focusing on the importance of community-based tourism, where local communities actively participate in tourism planning and management. The research highlights the crucial role of education and awareness in driving behavioral change among stakeholders to promote sustainable tourism practices. Objectives: This study aims to complement and fill the gap of previous research related to sustainable tourism development by considering technological aspects as a measurable variable in supporting tourism after the COVID-19 pandemic. Theoretical Framework: This research is based on the concept of ergo-iconic value which emphasises comfort characterised by local icons, as well as the theory of sustainable tourism development which includes environmental, social, cultural, and economic aspects. This framework also includes the concept of community-based tourism that encourages the active participation of local communities in tourism planning and management. Methods: Using a quantitative approach with a survey technique of 50 respondents conducted during a joint holiday period in April 2024 at the Belitung Island tourist attraction. The research went through 8 systematic stages, starting from identifying practical problems to developing solutions through cycles of planning, action, observation, and reflection. Results: The research found five key aspects in sustainable tourism development: Marketing information media: TikTok dominates (50%) as a tourist information platform. Tourism objects: 90% of respondents chose nature tourism Accountability: Appropriate service and no extra cost 50% each Culinary: Halal food is the top priority (50%) Technology: Ease of use (30 points) is the most important factor, followed by technological origin and time saving (25 points each). Conclusions: This research underscores the pivotal role of technology integration with local values in fostering meaningful and sustainable tourism experiences. The dominance of TikTok as a key source of travel information signifies a paradigm shift towards visually driven and authentic travel experiences. This aligns with the growing preference for nature-based tourism (90%), emphasizing the urgency for environmentally conscious tourism models. Furthermore, the industry's growing accountability, reflected in service delivery alignment and pricing transparency, indicates a positive evolution towards more professional and sustainable tourism practices. The significant demand for halal food (50%) highlights the crucial need for inclusive and culturally sensitive tourism product development. Finally, the highest score for ease of use in technology adoption underscores the importance of user-friendly interfaces in supporting sustainable tourism initiatives, such as enhancing biodiversity conservation and minimizing environmental impact.

Being a developing economy, Pakistan can sustain its economic growth through the promotion of Tourism activities. In this regard, tourism is considered an important channel to boost the economic development of a country. In Pakistan, the tourism sector has been fluctuating due to various political and security issues. Moreover, Sustainability is an established business trend in the modern corporate world. The literature on sustainable tourism practices is scant, particularly in the least developed countries. Very few studies touch upon the concept and no holistic theoretical or conceptual frameworks around the idea of sustainable practices in the tourism industry have been formulated. This study aims to explore the implementation of sustainable tourism in Pakistan and how the tourism industry conceives its role in this regard. Face-to-face interviews were conducted with the tour operators who operated in the northern area of Pakistan. In-depth interviews were conducted to gather data. Results suggest that the tour operators although realize the importance of social, environmental, and economic dimensions of tourism on the communities have no management systems in place to cater accordingly. There are no incentives in place by the government to facilitate tour operators to design and implement such systems. The tour operators do not select a destination based on Sustainable practices, but rather the selection of destination is mostly demand-based and profit-oriented. The study suggests that corporate profit motive is the sole criterion for decision-making and is one of the major causes impeding sustainable tourism in Pakistan. The role of tour operators in developing sustainable tourism is vague as the tour operators do not have any systems in place to implement sustainable models. The study recommends that efforts need to be put in place to incentivize sustainable tourism in Pakistan and proper laws should be set forth by the authorities to comply by the tour operators. The role of tour operators is important and understood, however, there is a need to put proper systems in place.

This study investigates how green tourism affects the Hmong community in Lao Cai province, Vietnam. The results indicate that the environmental and sociocultural advantages of green tourism have a positive and noteworthy influence on the community's understanding of sustainable tourism practices. This increased awareness, in turn, encourages their dedication to sustainable tourism practices. However, the study did not establish a significant link between economic benefits and public perception, implying that the Hmong community places a higher value on cultural heritage conservation than financial gain. These findings underscore the importance of involving local communities in decision-making processes and ensuring that they obtain tangible benefits from participating in sustainable tourism initiatives. This study makes two significant contributions to knowledge. First, it provides a comprehensive understanding of how green tourism impacts local communities, specifically the Hmong community in Vietnam. Second, it highlights the critical role of community participation in sustainable tourism development. Local communities are essential in promoting and maintaining sustainable tourism practices. This research suggests that policymakers involve local communities in decision-making and ensure that they receive tangible benefits from engaging in sustainable tourism practices.