The Health Tourism Industry is burgeoning within Iran, presenting promising opportunities. Despite its relative infancy in the country, this sector predominantly comprises Small and Medium Enterprises (SMEs). These entities encounter a spectrum of challenges as they navigate the path to growth, with Customer Relationship Management (CRM) emerging as a prominent concern. Effective management of customer relations necessitates a comprehensive understanding of their diverse needs and challenges, spanning from initial engagement to the culmination of the relationship. Designing an effective CRM structure requires a meticulous exploration of these facets throughout the customer journey. In our study, we conducted a literature review to explore these challenges and employed a qualitative approach, conducting semi-structured interviews with seven Iranian health tourism facilitators. Through framework analysis, we identified key insights into CRM challenges and strategies. Our thematic analysis revealed seven pivotal themes germane to CRM within Iranian health tourism facilitation: Initial customer engagement; Transformation of information between customers and health tourism facilitator; Data assessment and Challenges in information exchange; Perception of service quality factors; Cultural and national considerations; Monitoring and oversight; and Stress mitigation strategies Keywords: customer relationship management, health tourism, health tourism facilitators, health care, customer journey

The concept of wellness is currently seen as an important driver of growth within the hospitality and tourism industry, but the ways that the large players within the industry have engaged with wellness has been largely ignored in the academic hospitality and tourism literature, and this represents a gap in that literature. This paper looks explore corporate approaches to wellness within the tourism and hospitality industry, and as such, the paper looks to help to contribute to filling the gap in the academic literature. The paper includes an introduction to the wellness concept and to its adoption by the hospitality and tourism industry, a short literature review, an outline of the frame of reference and method of enquiry, an examination of the wellness initiatives developed by some of the major players in the global hospitality industry, some wider reflections, and a brief conclusion. Keywords: wellness, hospitality and tourism industry, customer service experiences, sustainable development, leading hotel companies

The interaction between technology and skills is a key factor influencing the observed differences in productivity and competitiveness. This relationship, in turn, shapes innovative work behavior and stimulates innovation. Recognizing the importance of efficient policies to transition the SME sector towards technology, alongside the awareness of the need to effectively increase regional human capital, are fundamental steps for achieving technology-driven improvements in living standards. SMEs' innovative activity heavily relies on technological opportunity and appropriability, serving as principal industry-level determinants. The present study aims to significantly contribute to existing literature by comprehensively analyzing tools for innovative work behavior and technological knowledge competencies in the SME business environment. Gathering a total of 210 responses, this paper highlights and explains how technological development, particularly through social media, has engaged SMEs across diverse categories and its relative impact on their performance. Additionally, it paves the way for further research in related areas. Keywords: innovative work behavior, technological knowledge competencies, social media, SMEs, performance

This paper presents the advantages and challenges of Croatia as a health tourism destination. Croatia is a popular tourist destination where tourism significantly contributes to the country's GDP. Health tourism in Croatia is based on natural health resorts, preventative medical and rehabilitation programs, and various wellness offerings. However, the current state of health tourism is not very promising, as large medical institutions (such as clinical hospital centers, general hospitals, and polyclinics) show little interest. Previous guests have expressed dissatisfaction with the lack of innovation in the programs offered and the limited accessibility for persons with special needs. Significant investment in hotel and medical infrastructure is necessary to meet contemporary global tourist demand, including staff education and increased competitiveness in the international market. This research highlights the importance of health tourism as a selective type necessary for the current and future development of tourism at both local and international levels. The objective is to understand the existing potential of the Saint Nicholas Polyclinic and explore possibilities to further valorize health resources. The research methodology included a survey questionnaire, with results displayed graphically. The findings indicate that Croatia has the prerequisites for health tourism development, particularly in medical tourism. Keywords: tourism, health tourism, sanatorium, polyclinic, development

This study examined the impact of Cloud Computing and Mobile Technologies as marketing strategy towards innovation, business growth among small tourism enterprises (STEs). Mobile commerce is viewed as next generation, e-commerce refers to any transactions, either direct or indirect, via mobile devices, such as phones or personal digital assistants (PDAs). Most significant features of mobile technology are mobility and portability. Ability to access services ubiquitously, on the move, through wireless networks, various devices. The study highlights business risk of being left behind and gives a contemporary research gap, how frequent businesses are engaging with mobile technologies and innovation marketing strategies. Positivist Paradigm- Targeted population were Southern African border countries players in STEs. Data analysis utilised SMARTPLS, Tested CFA, Model Fit, Reliability and Validity, Path Modelling and hypothesis. Raosoft calculator was used to calculate sample size. Calculation considered population of approximately 350 STEs officially registered with Southern Africa Tourism Services Association (SATSA), a 5% margin of error, 90% confidence interval & recommended 50% distribution, and returned a minimum sample size of 184 respondents. Findings revealed transactions can be business to business applications (targeted to other firms, business to consumer applications (targeted to final customers, e.g. advertisements based on SMS/ MMS) e- catalogues on what the small tourism enterprise offers and networking regionally and at global level. Keywords: cloud computing, innovation, mobile technology, tourism enterprise, marketing strategy, business growth

This study is about the Child-Friendly Cities Initiative, which was carried out in 2014 and 2015 in Türkiye. A child-friendly city is a concept that responds to the needs of children, who represent the future of cities, to develop healthily, to feel happy and free, and to develop physically, mentally, and socially in the city they live in. Child-Friendly Cities Initiative started in 10 municipalities in 2014, to intervene in the difficulties faced by disadvantaged children and adolescents in urban areas in Türkiye. In this study, the situation in Mersin, which was within the scope of the project in 2014-2015, is discussed from the parent's perspective. Six parents living in Mersin are included in the scope of the research. Parents' awareness and satisfaction levels, together with their expectations, regarding the child-friendly city project carried out in the city are measured through in-depth interviews. Five main objectives of the Child-Friendly Cities Initiative are determined as a framework for preparing the interview questions. These goals are (1) the right of children to enjoy basic facilities such as health, education, and nutrition, (2) the right to be heard, (3) the right to be valued, respected, and treated fairly, (4) the right to be safe, and (5) the right to spend quality time with family, have free time and play games. The data is analyzed using descriptive analysis. The findings showed that most of the parents were not aware of the child-friendly city project carried out in partnership with the municipality and UNICEF in Mersin, but they could still define Mersin as a “child-friendly city”. Parents' expectations from similar projects in the future focus on health, education, nutrition, and security components. Keywords: child-friendly cities initiative, children's rights, Mersin, Türkiye

Urban design development can play a vital role in enchaining and promoting tourism, by improving the physical infrastructure and creating a more pleasant and attractive environment for visitors. In this context, this paper discusses how urban design development can play a crucial role in increasing and promoting the tourism of historical sites. The paper focuses on the Amman Citadel site and analyses the challenges facing visitors and tourists. The study aims to highlight the possible urban strategies to develop the surrounding areas to increase site tourism. The study adopts an analytical case-study method by conducting a comprehensive literature review to build a theoretical framework, followed by analysing the site through observation and urban analysis. The goal is to propose a strategic plan based on urban design criteria for developing the surrounding areas and enhancing the site's touristic value. The study pointed out the importance of urban design as a key to increasing and promoting tourism as a whole and local tourism as a part. Furthermore, it set several recommendations to apply to the Amman Citadel area to enable its urban tourism development. Keywords: urban design, tourism, urban tourism, Amman Citadel

Some commentators suggest that regenerative tourism offers an opportunity to address many of the environmental, social, cultural, and economic challenges currently facing the tourism industry. While the UK is a one of the world’s most popular tourism destinations, regenerative tourism in the UK has received little attention in the academic tourism literature. This short paper looks to offer some simple exploratory illustrations of regenerative tourism initiatives in the UK. The paper includes a description of the origins and characteristics of regenerative tourism, a short literature review, four cameo case studies of regenerative tourism initiatives drawn from various parts of the UK, and some reflective conclusions. Keywords: tourism, regenerative tourism, sustainability, Cameo Case Studies, UK