This study examines the subconscious drivers of consumer decision-making in the context of hotel attributes (e.g., green facilities, price, familiar brand, and location), employing neuromarketing (eye-tracking) technology to transcend traditional self-reported methods. A laboratory experiment involving 30 participants to examine the fixation of eye movements (attention) across multiple hotel attributes, including price, brand familiarity, location, and green facilities. The Stimulus–Organism–Response (S-O-R) model provided the theoretical foundation for linking external stimuli with subconscious cognitive responses. The findings revealed significant differences in how participants engaged with different amenities. Green facilities, familiar brands, and pricing emerged as critical factors, with green facilities receiving significantly longer fixation durations, indicating strong interest and attracting more attention from participants. These findings suggest that incorporating sustainable practices attracts more consumer attention and enhances overall hotel perception, positively influencing decision-making. The study emphasizes the significance of sustainability in the hospitality and tourism industry and suggests that neuromarketing can reveal previously unexplored drivers of consumer behavior. This study makes two main contributions. Theoretically, it extends the S-O-R model by integrating neuromarketing evidence, showing how subconscious attentional processes shape consumer choices. Practically, it provides actionable strategies for hotel managers and policymakers to enhance the visibility, credibility, and appeal of green initiatives, with lessons applicable not only in Malaysia but also in other emerging tourism markets. https://jots.cz/index.php/JoTS/article/view/1311/version/1463/257

Amid Taiwan's growing domestic tourism market, understanding college students’ travel behavior toward tourism factories has become crucial for operators. Previous studies have primarily focused on experiences and satisfaction associated with tourism factories, yet have generally neglected a systematic investigation into how word of mouth influences the transformation process from behavioral intention to actual visit behavior among younger populations. Using the theory of planned behavior, this study investigates how word of mouth influences attitude, subjective norms, and perceived behavioral control, further affecting behavioral intention and actual visit behavior. To explore the research objectives, data were collected from 161 college students who had previously visited tourism factories, and analyzed using the structural equation modeling method via Smart-PLS software. The results of the PLS-SEM analysis indicate that word of mouth exerts a significantly positive influence on college students' attitudes, subjective norms, and perceived behavioral control. In turn, these three variables significantly impact behavioral intention, demonstrating a strong positive effect on actual visit behavior. For college students' choices about where to travel, the importance of external social influences and practical considerations is greater than that of individual attitudes, which played a role in influencing behaviour, highlighting the important influence of word-of-mouth on decision-making again. Findings address the research gap in tourism factory studies targeting young consumers and provide managerial insights for developing marketing strategies. The results offer practical guidance for tourism factory operators to attract college students, contributing to strategic development in Taiwan's post-pandemic tourism industry.

In contemporary tourism, digital communication and online reservation platforms play an essential role in shaping tourists’ accommodation preferences and influencing decision-making processes. The study examines the determinants of accommodation choice on digital platforms, comparing leisure and business travelers and analyzing differences across age groups in the Czech Republic. Research Question (RQ): How do price, cleanliness, and trust in external reviews shape accommodation choice on digital platforms, and how do these effects differ across age groups and between leisure and business travelers in the Czech Republic? It highlights price, cleanliness, and dependence on third-party reviews as the main drivers of decision-making. Based on a nationally representative online sample (n = 2000; mean age = 49.7), the study used Pearson's χ² tests, Mann–Whitney U, ANOVA, and Kruskal–Wallis ANOVA at α = 0.05 to evaluate associations between sociodemographic characteristics, booking behavior, and the importance placed on selection criteria. The findings reveal that price was the most significant determinant, with value for money highlighted by approximately half of respondents; cleanliness/hygiene is especially prominent for family travelers. Reviews on external platforms were more impactful than reviews on the provider's website. Younger travelers preferred advanced digital tools (e.g., mobile apps for check-in/check-out; online communication), while older travelers preferred conventional channels like phone or email; age effects are statistically significant (p < 0.001). Business travelers prioritized internet connectivity more than vacationers. Providers must improve visibility and reputation on external review sites, ensure transparency of hygiene practices, invest in mobile check-in and user-friendly apps, and adapt communication and UX to older users, while prioritizing connectivity and reliability for business segments. The manuscript adds country-specific evidence for Central Europe based on a large representative sample and incorporates trip purpose and age segmentation into the analysis of digital platform determinants in hospitality.

This study investigates tourism preferences across gender identities and sexual orientations within Spain’s LGBTQ+ community (n = 546). Guided by an intersectional theoretical framework, the research challenges traditional segmentation models in LGBTQ+ tourism that prioritise sexual orientation while neglecting the influence of gender identity. Drawing from debates in queer theory and gendered leisure studies, it positions tourism as a space where identity is expressed, negotiated, and often constrained by social norms. Data were collected through an online survey and analysed using the Rao-Scott corrected chi-square test and Cramér’s V to examine associations between gender/sexual identity and ten tourism types. Findings reveal that cisgender men and trans women are overrepresented in nightlife tourism, while trans individuals show lower participation in traditional tourism, suggesting potential barriers to inclusion. Lesbian women display a preference for culturally conventional tourism, and gay men are overrepresented in LGBTQ+ tourism. Non-binary participants exhibit diverse patterns, engaging more frequently in nature-based and art-related tourism. These results offer empirical support for a more nuanced, identity-aware understanding of LGBTQ+ tourism behaviour. They further highlight the imperative to incorporate gender-diverse perspectives into destination marketing, product development, and service design. By foregrounding the complexity of LGBTQ+ identities, the study contributes to advancing inclusive tourism scholarship and practice and sets a precedent for future research that engages more deeply with underrepresented identities in the tourism sector.

Sustainable tourism has emerged as a key issue in contemporary development agendas due to increasingly urgent global sustainability challenges. Concurrently, the 2030 Agenda for Sustainable Development has intensified the focus on tourism as a means to achieve sustainable development. This research aims to assess the potential of tourism as a systemiser of sustainability to realise the 2030 Agenda for Sustainable Development in a tourist region. It undertook an in-depth correlational analysis of tourism development and sustainable development, based on 232 indicators that monitor the 17 SDGs at the national level. Ultimately, the study highlights necessary directions for tourism policy, which must be oriented towards fostering resilience by 2030 while recovering businesses and society through three dimensions: 1) tourism and people; 2) tourism and the planet; and 3) tourism, prosperity, and global partnerships.

This study offers new empirical insights into how contactless technologies and customer experience shape technology adoption in post-pandemic tourism. By integrating TAM and TPB, the research aims to understand consumer behavioural intentions toward contactless technologies in the tourism sector. A quantitative research approach was adopted, utilising PLS-SEM to analyse survey data from 851 respondents in Spain who have previously used contactless hotel and airline services, using SmartPLS software. This approach was used to examine the relationships between constructs and their corresponding indicators, making it especially appropriate for exploratory research. The results reveal that contactless services significantly enhance perceived security, perceived value, and the customer experience, fostering a positive attitude towards their use. Attitude toward adoption strongly predicts behavioural intentions. By applying TAM and TPB, this study offers new insights into how technological advancements influence perceived security, value, and travel intentions. Expanding on Neuberger and Egger (2021), it shows how innovation helps mitigate pandemic-related risks and enhance tourist confidence, offering guidance for providers of digital and contactless tourism services. The added value of this research lies in integrating TAM and TPB into a framework to analyse the adoption of contactless airline and hotel services, particularly in response to the pandemic. The framework also includes behavioural intentions and willingness to pay for additional security measures.

Consumers' preferences for visually immersive, shareable experiences are increasingly shaping the hospitality industry, especially in Instagrammable hotels. This study examines how visual aesthetics, haptic sensations, and social media reputation influence revisit intention through the sequential mediating roles of hedonic and functional satisfaction. Based on the Hedonic Motivation Theory, this study uses Partial Least Squares Structural Equation Modelling (SEM-PLS) to analyse data from 351 Indonesian hotel guests staying in Instagrammable hotels. The results reveal that hedonic and functional satisfaction significantly mediate the effects of sensory and social media factors on revisit intention. Notably, social media reputation emerged as the most potent predictor, highlighting the critical role of digital impressions in shaping guest loyalty. From a managerial perspective, the findings suggest that hotel operators should invest in appealing design elements and tactile experiences and maintain consistency between online branding and on-site delivery to enhance guest satisfaction. This study contributes to the tourism literature by proposing and validating a dual-layered mediation model that demonstrates how emotional engagement transitions into practical evaluation and ultimately shapes revisit intentions in visually oriented hospitality settings. It also provides actionable strategies to enhance the aesthetic and functional aspects of hotel service design.

Sustaining coastal and marine destinations depends heavily on tourists’ willingness to act in environmentally responsible ways. Having incorporated Behavioral Reasoning Theory and the Theory of Planned Behavior, this study develops an integrated model linking travelers’ reasons for and against sustainable conduct to attitudes, subjective norms, perceived behavioral control, moral obligation, daily eco-practices, and intention. Six reasoning dimensions—financial, environmental, and social benefits versus cost, regulatory, and support barriers—were measured. Structural equation modeling showed that positive reasons strongly enhance attitude, norms, and perceived control, whereas negative reasons mainly erode attitude and control. Moral obligation was the most powerful direct driver of pro-sustainable intention, while daily eco-practices displayed no significant direct effect. Necessary condition analysis confirmed that sufficient levels of positive reasons, favorable attitude, perceived control, and moral obligation are indispensable for strong intention. Fuzzy-set qualitative comparative analysis uncovered several causal combinations, indicating that strong moral obligation can offset weak norms and that abundant positive reasons can counter moderate barriers. These insights advance understanding of sustainable behavior in marine tourism and offer managers practical levers—amplifying positive reasons, fostering moral obligation, and lowering key barriers—to encourage environmentally responsible visitor actions.

This study examines the impact of smart tourism technologies on creating memorable experiences for tourists and increasing their intentions to revisit. Employing a quantitative approach, the research tested and validated an extended technology-to-performance chain model. A survey is conducted to collect responses from 272 tourists who recently visited the UAE and 254 tourists who recently visited Egypt. Structural equation modelling is utilised for data analysis. The findings indicate that technology-task fit significantly predicts tourists' use of smart technologies. Tourists leverage these smart technologies to cultivate memorable experiences, which, in turn, foster their intention to revisit. This study emphasizes the role of smart technology in forming tourists’ memorable experiences and their likelihood of revisiting. It provides valuable insights for destination marketers, planners, smart technology developers, and service providers to focus on the key factors that contribute to enhancing tourists' memorable experiences and their intent to revisit.

Camping is a widely enjoyed leisure activity, and in light of growing environmental concerns, sustainable camping practices have become increasingly important. This study investigates the drivers and barriers of green camping behaviour among Czech campers, aiming to fill a notable gap in the sustainable tourism literature—specifically, the underexplored domain of eco-conscious camping behaviours in Central Europe. Using a combination of convenience and purposive sampling, an online survey was administered to 300 Czech campers. The survey instrument, validated through a two-section format, gathered demographic information and assessed behavioural constructs grounded in environmental psychology. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to test the hypothesised relationships. The results revealed that environmental awareness, perceived behavioural control, and social norms drive green camping behaviour. At the same time, barriers such as a lack of knowledge, limited access to eco-friendly products, and higher costs deter sustainable practices. Furthermore, a positive association was found between green camping behaviour and overall satisfaction with the camping experience. The study provides practical implications for camping service providers and policymakers seeking to enhance sustainable tourism by addressing behavioural motivators and barriers specific to camping contexts in Czechia.