Tourism Business Research Articles

THE IMPACT OF COVID-19 ON TOURISM MARKETING STRATEGIES AND THE ROLE OF DIGITALIZATION

Natia Surmanidze E-mail: n.surmanidze@ug.edu.ge PhD in Economics, The University of Georgia Tbilisi, Georgia https://orcid.org/0000-0003-2116-6571 Sopiko Tevdoradze E-mail: Sofo.tevdoradze@giu.edu.ge PhD in Business Administration Georgian International University (GIU) Tbilisi, Georgia https://orcid.org/0000-0002-1668-051X0000-0002-1668-051X Zurab Mushkudiani E-mail: Zurab.mushkudiani@giu.edu.ge PhD in Business Administration Georgian International University (GIU) Tbilisi, Georgia https://orcid.org/0000-0003-0987-3564 Abstract: This research explores how the global COVID-19 pandemic has created unprecedented obstacles for the tourist business, which have led to rapid changes in its landscape. Specifically, it looks at how tourism organizations have adopted technology and changed their marketing methods. The study examines the complex links between technology adoption, organizational dynamics, and external environmental factors using the Technology-Organization-Environment (TOE) paradigm as a conceptual lens. The research posits and empirically tests four hypotheses: (1) the pandemic significantly influences a shift from classical to digital marketing strategies, (2) organizational dynamics play a crucial role in the successful integration of digitization efforts, (3) external environmental factors, particularly the pandemic, shape the urgency and nature of digitization strategies, and (4) effective analysis of various indicators, feedback mechanisms, and sales metrics significantly contributes to the success of digital marketing strategies. In order to obtain valuable insights, the study uses statistical techniques such as logistic regression, multiple regression analysis, correlation evaluation, Chi-Square tests, and logistic regression that were carefully designed and distributed to eighteen tourism companies affiliated with Georgia's national tourism agency. Results highlight the paradigm shift towards digital marketing brought about by the pandemic, the critical role played by organizational dynamics, the impact of external environmental factors, and the critical importance of data-driven analysis in augmenting the effectiveness of digital marketing in the tourism industry. In order to help stakeholders in the tourism industry navigate the possibilities and difficulties provided by the post-pandemic digitally altered landscape, this research adds a nuanced understanding of the complex dynamics surrounding technology adoption, digital strategies, and organizational responses. Keywords: Tourism digitization; COVID-19 impact; Digital marketing strategies; Organizational dynamics; Technology-Organization-Environment framework. JEL classification: L83, Q55, O33

ФОРМУВАННЯ ЗАСАД УПРАВЛІННЯ ДОХОДАМИ ТА ВИТРАТАМИ МИСЛИВСЬКИХ ГОСПОДАРСТВ

Formulation of the problem. The article is devoted to the study of the problems of management of expenses and incomes of hunting farms. The topicality of the research topic is due to the difficult financial situation of enterprises in the industry. The aim of the research is to establish the basic principles of the formation of income and expenses of hunting farms. The object of the research is a set of factors that affect the efficiency indicators and costs of enterprises. Methods used in the research: analysis and synthesis, grouping, observation and comparison, empirical and hypothetical-deductive. Hypothesis: a complex approach to the formation of the principles of improving the management of income and expenses of hunting enterprises will allow to ensure effective activity and sustainable development. Presenting main material. Ensuring a balance between hunting and conservation of natural resources is a key task for the further development of hunting. formation of expenses and income of hunting enterprises is the basis of any economic activity. expenditure is a supporting aspect of activity and is an important task for practitioners and scientists. The proposed comprehensive approach to the formation of the principles of income and expense management consists of budgeting, systematic analysis of expenses, inventory control, monitoring of activity indicators, income diversification, and marketing. It should create a basis for effective management of income and expenses of hunting enterprises. Originality and practical significance of the research. The presented approach is a promising management strategy. It should create conditions for financial and ecological stability, balance of costs and income of hunting farms. Conclusions and prospects significance of the research. Ensuring a balance between hunting and conservation of natural resources is a key task for the further development of hunting, therefore the issue of cost and income formation is the basis of their activity. Prospective for further development are the issues of ensuring effective management of costs and revenues of hunting farms as objects of tourist business.

Business tourism: a bibliometric visualization review (1994–2023)

Purpose The advent of the postpandemic era has brought renewed attention to the development of business tourism. However, the existing research on business tourism is fragmented, and there are gaps in the current understanding of the subject. This study aims to identify the intellectual structures, current hotspots and research directions in the business tourism field from 1994 to 2023. Design/methodology/approach A bibliometric visual analysis using VOSviewer was conducted to assimilate the available knowledge from 136 business tourism-related articles collected in the WoS Core Collection database between 1994 and 2023. Findings The results indicate that the number of business tourism-related research fluctuates, but the overall trend is gradually increasing. It synthesizes four main research themes, which are tourist behavior, destination marketing, information technology and work-family interferences of business travelers. Originality/value To the best of the authors’ knowledge, this study is among the first to systematically review business tourism publications over the past 29 years. It assists scholars in gaining a more comprehensive understanding of business tourism research and informs future research directions.

MEMBUKA PINTU DUNIA: EKSPLORASI TREN BISNIS PARIWISATA DI KABUPATEN LAMPUNG SELATAN DALAM PERSPEKTIF GLOBAL

The background to the study of global trends related to tourism and creative business in Lampung Province, Indonesia, emerges from the importance of understanding the global dynamics that affect the development of these sectors at the local level. The phenomenon of globalization has changed the landscape of the tourism industry and creative business significantly. By understanding global trends related to tourism and creative, the Province of Lampung can identify opportunities, overcome challenges, and develop appropriate strategies to increase competitiveness and strengthen the contribution of tourism sector and creative enterprises to economic growth and sustainable development. The city of Lampung Selatan offers a wide range of tourist products, ranging from natural beauty, such as beaches, mountains, and waterfalls, to cultural heritage, like temples and museums. This diversification allows tourists to enjoy a variety of experiences during tourist visits. Exploring tourism business trends in Lampung City in a global perspective requires a holistic and planned approach for local governments among them: analysis of global trends, strengthening tourism infrastructure, digital promotion, development of tourist packages, international partnerships, environmental and cultural preservation, investing in SDM training, as well as environment and cultural conservation.

Peran Badan Usaha Milik Desa dalam Pengembangan Objek Wisata Sumber Gempong di Desa Ketapanrame

The purpose of this writing is to evaluate and explain the role of Village-Owned Enterprises in developing the Sumber Gempong tourist destination. The theoretical framework applied in this research includes three indicator components, namely motivation, encouragement, and dynamism. The results of the research show that the village government plays an important role in the development of the Sumber Gempong tourist attraction in Trawas sub-district, Mojokerto district, in accordance with established indicators. First, there is a motivator needed to ensure the sustainability of tourism businesses, and the role of Bumdes as a motivator involves encouraging the community to be active in managing these natural tourist attractions. Second, the government's role as a facilitator is achieved through providing a supportive environment for the community and implementing optimal development to improve regional development. Third, the government's role as a dynamist includes encouraging the community to participate in the development process and maintaining the dynamics of regional development.

THE ROLE OF EDUCATIONAL TOURISM IN DEVELOPING THE LOCAL ECONOMY (A STUDY OF A SAMPLE OF STUDENTS ARRIVING AT KARBALA TECHNICAL INSTITUTE)

One minor but rapidly growing subset of the tourism business, educational tourism, is helping local economies thrive. Educational tourism boosts local economies by bringing in more tourists who spend money on lodging, dining out, and transportation. These visitors come from around the globe, including students, teachers, and researchers. In addition to increasing direct spending, this flood of tourists generates income, opens doors to new cultures, and helps fund the improvement of local infrastructure. The increasing worldwide exposure and collaboration of educational institutions are not just expanding academic programs and research prospects, but also enriching the local culture. Educational tourists, known for their longer stays and deeper immersion in the local culture, are like cultural ambassadors, bringing a unique flavor to the local companies and contributing more financially. Their presence is not just a boost to the economy, but also a celebration of diversity and cultural exchange. Recognizing the potential for economic growth, governments and commercial entities are strategically enhancing their educational offerings to attract more educational tourists. This, in turn, drives investment in the local education sector, creating a cycle of continuous improvement and long-term financial gains. The lasting benefits of this approach are not just economic, but also social and cultural, making it a wise investment for the future. Ultimately, educational tourism is a game-changer for local economies, boosting growth through increased spending, new jobs, cultural interaction, and infrastructure upgrades. Economic sustainability and improved global connectivity can be achieved by communities that make use of this sector.

LEGAL PROTECTION FROM AN INTERGENERATIONAL JUSTICE PERSPECTIVE: A CONCEPT FOR LEASING FREEHOLD LAND IN THE TOURISM AREA IN BALI

In accordance with developments over time and the development of tourism as a business field in Bali, the need for land as a supporting factor for tourist destinations is increasing. For instance, in Bali, several destinations never stop being developed, either in coastal areas, in cities or in the mountains, which have become tourism objects and are balanced with local wisdom as instruments of cultural tourism destinations hence sometimes the need for land to support the tourism activities is obtained by lease often does not take into account for next generations who will obtain the same rights due to a very long lease period. This research mainly discussed the process of leasing freehold land in several areas in Bali and how the rental period for freehold land in Bali shall be regulated to reflect fairness between generations in the future. This is empirical research that focuses on the empirical symptoms that can be observed in real life. The analysis was carried out qualitatively and presented as an analytical description. The research indicated that the process of the right to lease a freehold land in Bali still happens, especially for the tourism business, agreements are made before a Notary as authentic deed, and there shall be a concept in terms of lease period that mentions specific time if the freehold land is being developed for tourism destinations, hence it can be perceived by next generations.

Туристік бизнесті дамытудағы ақпараттық жүйелер, интернет-платформалардың алатын орны

Digitalization of all sectors, especially economic sectors, in the country makes it possible to take leading positions on the world stage, as well as improve the quality of life of citizens and create favorable conditions for the development of entrepreneurship. A dynamically developing tourism business with large incomes in the economic sphere is also engaged in digitalization. The mass introduction of digital technologies will give impetus to the development of traditional basic industries by improving the quality of services, increasing their competitiveness, including on the international market. Thus, as a result of digitalization, the provision of top-level services in the tourism sector will be ensured, which, in turn, will lead to a positive formation of the country's tourist image and capital growth. Digitalization of the tourism business optimizes the problem, although it does not solve all the problems. For example, in the field of tourism, if information is provided without correct statistical calculations, then state support measures will also not be directly adjusted. And with the help of digitization, many adjustments and deviations in information can be avoided.

Development of the Regional Economy Through Recreational Tourism (The Leningrad Region Experience)

The crisis conditions in which the regional economy found itself require the search for new methods of forming budget assets. Internal resources began to be of extreme importance. The search for additional potential of specific territories has become especially relevant. The purpose of this study is to show on the example of the Leningrad region the possibilities of using the regional internal resources that can give positive economic dynamics. To achieve the goal, empirical methods were used in the work: collecting facts, comparison, logical analysis and generalization, as well as a comprehensive method. The article assesses the existing recreational potential of the region, its positive and negative aspects, examines the essence of recreational tourism, analyzes measures to support the tourism business, including preferential programs and lending programs for small organizations in the tourism sector. The study showed that one of the options for developing the region’s economy is the use of its resource specializations. The scientific novelty of the study consists in a comprehensive analysis of the recreational resources of the Leningrad Region, which shows the relationship between the state of tourism infrastructure and the level of economic development of the region. As a result, it was concluded that recreational tourism can become a trigger for the launch of the regional economy.

Цифрлы экономикадағы Қазақстан туризмінің жағдайы

Some trends in the development of tourism in the digital economy are considered. The tourism industry is considered one of the most profitable sectors of the economy in the world, and every year its influence on the country's economy is increasing. Recently, the development of the tourism business has been greatly influenced by Internet technologies, and more and more often on the World Wide Web you can find a variety of sites (web pages) dedicated to the development of the tourism industry, travel companies, agencies, as well as sanatoriums, boarding houses, hotels. The development of digital tourism is due to the fact that today the world community cannot be imagined without a variety of portable technical means. The development of tourism on the territory of the Republic of Kazakhstan will solve a number of important tasks, such as increasing the tourist flow, which will lead to an increase in cash flow, improve the social sphere and improve the quality of life in the country. Today, Kazakhstan is a new economic breakthrough approach, gradually starting to innovate in every sector of the economy, adopting various strategies and programs for the development and application of innovations, and especially in the tourism industry

BUSINESS PARTNERSHIPS, PERSONNEL COMPETENCY, AND MARKETING STRATEGIES INFLUENCING THE SUCCESS OF TOURISM BUSINESS OPERATIONS IN THAILAND

In this study, an attempt has been made to examine factors affecting the success of various types of tourism business in Thailand. A total of 100 copies of the questionnaires were given to operators and managers engaged in tourist businesses in Thailand. These respondents were chosen by Proportionate Random Sampling-a method that ensures an unbiased cross-section from every section of society. The statistical methods used in data analysis include percentage calculation ; determining a mean value for all readings ; assessing standard deviation; analysing frequencies and multiple regression analysis. Entrepreneurs in Thailand's tourism industry have indicated that for the success of their operations marketing strategy, personnel competency, and business partnerships are the most important factors. When the study carried out the hypothesis tests it showed that price, place, and product (the 4Ps of marketing mix) location, and physical surroundings on one hand skills of human resource management to bring employees together while business partnership are positively correlated with success in operating a tourism business statistically.

Socio-Economic and Demographic Aspects of Russian Tourism in Thailand in 2023

The article reviews the evolution of the growth of Russian tourist flow to the Kingdom of Thailand in 2023, a significant growth of which mainly began to occur after the cancelation of the pandemic status of a new coronavirus infection. The study covers the contemporary strategy for the recovery of the internal tourism business aimed at popularizing travel, including such concepts as safety, hygiene, environmental friendliness, getting new impressions, profitability, etc. The analysis of the updated data for the past year represents the scientific novelty of this study, aimed to assess the rate of recovery of the tourist flow of our compatriots, who have always made a significant share in the flow of foreign tourists to this hospitable Southeastern Kingdom. The relevance of the study can be explained within the study of Thai experience of increasing the volume of the tourism industry, which was most affected by COVID-19 and related anti-epidemiological restrictions. The results of the scientific work conducted by the authors, first of all, the identification of the main trends that require systemic changes necessary for the “recovery therapy” of the modern tourist industry in the post-COVID period, can be applied by scientists in studies of migration for recreational purposes, as well as in the format of using foreign experience in the development of strategies to increase tourist flows to Russian resorts. In the future, this research program will most likely be continued.

Informational and analytical model for assessing the level of tourist satisfaction with accommodation facilities

Income from the tourism business directly depends on meeting the needs of consumers and their psychology. Individual and collective marketing psychology for the innovative development of the tourism industry depends on many factors. One of these factors is belonging to a social class, for example by gender, age, education, marital status, annual income, and others. The presented study is aimed at supporting decision-making regarding the assessment of the level of satisfaction of tourists from accommodation facilities according to social class, which reflects the individual and collective psychology of consumers. The purpose of the conducted research is to develop an information-analytical model for assessing the level of satisfaction of tourists concerning accommodation facilities according to social class, using the example of the Transcarpathia Region. For this purpose: informational and mathematical models of evaluation and forecasting of the level of satisfaction of tourists concerning accommodation establishments, relative to social classes, have been developed; the model was verified and adjusted on real data in Transcarpathia, Lviv, and Ivano-Frankivsk regions, which were collected from 327 respondents for the period 2020-2023; an approbation example of a fuzzy model for assessing the level of tourist satisfaction with accommodation facilities for the Transcarpathian region is given based on fragments of data from 209 respondents. The research uses the modern theory of fuzzy sets, linguistic variables, multidimensional membership functions, and system analysis, which make it possible to increase the degree of reasonableness of management decisions. Based on initial evaluations, the degree of validity of using various decisionsupport scenarios by various management subjects increases. Such scenarios can be: on the part of the tourist to improve the quality of travel planning, on the part of commercial companies to improve the quality of their services, and on the part of state authorities to understand the level of development of accommodation facilities. Further research of the problem can be seen in developing other fuzzy models and methods of assessing the level of tourism in selected regions through the psychology of consumers. The research presented and the models and methods developed in the future will serve as the basis of information technology for decision-making support for the digital transformation of the tourism industry, based on the individual and collective psychology of tourist marketing.

State-Society Interaction in Addressing Crisis from the Communication Processes of Resilience Perspective: A Case of Local Government Role in Redeveloping Pandeglang Tourism Business

Tourism has significantly contributed to Indonesia’s GDP despite being vulnerable to crisis. Pandeglang Regency with its 14 tourism villages is one among regions that expects income from tourism which unfortunately attacked by tsunami crisis in the end of December 2018, aggravated by travel restriction policies during COVID-19 pandemic since end of March 2020. State-society interactions become important in addressing those crises. Through the commmunication processes of resilience perspective, this research aims to analyze the state-society interactions in addressing crisis on a case of local government agency’s role to redevelop Pandeglang Regency tourism business after crisis. This study uses quantitative approach, strengthened by qualitative research. This study applies survey research to 144 owners of Tourism MSMEs with descriptive analysis by SPSS 25.0, supported by analysis of interviews, a focus group discussion and field observations. The research results show that local tourism-related government agencies have a significant role in the state-society interactions addressing the crisis to redevelop Pandeglang tourism business where Pandeglang Regency Tourism Office has the most significant role. However, this agency needs to communicate more evenly to all Tourism MSMEs’ owners. It is also found that the communication processes of resilience perspective have led more reciprocal interactions between the state and the society.

Empowering Coastal Women Tourism Business Actors Based on Bank Indonesia's Go Digital Application in Kupang City

Student-based community service for female coastal culinary entrepreneurs in the tourism sector at Warna Beach, Kupang City is carried out because economically they are the group of business actors most vulnerable to the impact of Covid 19. This service activity aims to provide solutions based on situation analysis through socialization, training, and mentoring. e-financing, e-Payment, e-commerce, Go Digital Bank Indonesia in order to maintain the sustainability of MSMEs and in the long term it is hoped that it can encourage sustainable marine tourism. The method used is Participatory Action Research (PAR). The output target is to increase the knowledge and skills of 16 tourism business partners in using digital applications so that they are able to compete on a local scale. This service activity supports the achievement of main work indicators with a focus on serving the MBKM era on the use of digital technology, sustainability of the green economy, and encouraging the revival of the tourism sector. The achievement of this activity is that 16 partners have been able to carry out digital financial management using the SI APIK application. 16 Partners already have Facebook accounts, WA for business, Grab food, and Open Warung. These accounts have been used to conduct online marketing for each partner. Achieved 50% use of non-cash payments due to problems with several unbanked partners.

Tourism Entrepreneurial Education and Intention Among Youths: A Case from KwaZulu-Natal in South Africa

This paper explores the relationship between entrepreneurial education (ED) and youths’ entrepreneurial intention (EI) towards starting tourism businesses. A structured questionnaire was used to collect data. The study used purposive sampling method of the non-probability sampling design to select 400 youths living in different regions of the King Cetshwayo District Municipality (KCDM), KwaZulu-Natal Province of South Africa. The methodology employed partial least squares - structural equation modelling (PLS-SEM) using SmartPLS software version 4.0.8.5 to assess the relationships among the construct variables. The results show a significant positive relationship between entrepreneurial education and entrepreneurial intention. Recommendations are offered to the KCDM decision-makers (business support offices), National Youth Development Agency (NYDA), as well as Tourism KwaZulu-Natal to encourage youth entrepreneurship. South African higher education leaders and policymakers can benefit from these findings.

CLUSTER ANALYSIS OF THE DEVELOPMENT OF RURAL TOURISM IN UKRAINE

The article provides a cluster analysis of the development of rural tourism in Ukraine. Attention is focused on the fact that rural tourism is one of the ecologically oriented types of tourism, which is aimed at implementing the concept of sustainable development of rural areas and communities. Attention is paid to the main advantages of the organization of tourism business based on the cluster model. For conducting the cluster analysis, a system of indicators was formed that characterize the level of development of rural areas and the state of development of rural tourism in the regions of Ukraine. On the basis of the conducted analysis, regions of Ukraine are grouped according to similar signs of development. As a result of the conducted research, attractive regions of Ukraine are identified and optimal measures are proposed for the development of rural tourism in each region of Ukraine.

Heritage Tourism and its Impact on Livelihood: A Study on Heritage Site

This study aims to investigate the complex relationship between heritage tourism and its impacts on social, cultural, and economic aspects of people's livelihood in the study area. This research is conducted in Changunarayan 4, Bhaktapur. The nature of the study is qualitative. Using Purposive Sampling method, research process is carried out in total 40 households involving in tourism business. This study unveiled positive impacts, including cultural revitalization and preservation, social identity development, and unity. However, it also identified negative effects such as cultural standardization, commercialization, and challenges like cultural clash and littering.

How can communities better prepare for future disasters? Learning from the tourism community resilience model from Bali, Indonesia

PurposeThe impact of COVID-19 on tourism destinations has been severe, but a future crisis is never far away. How communities can better prepare for disasters to come in the near future continues to be researched. This research aims to understand the tourism community’s responses to the COVID-19 pandemic and present the Tourism Community Resilience Model as a useful instrument to help communities better respond to disasters in the future.Design/methodology/approachThis research uses a qualitative research approach which seeks to understand phenomena, events, social activities, attitudes, beliefs, perceptions and individual and group opinions that are dynamic in character in accordance with the situation in the field. Research primary data is in the form of Kuta Traditional Village local community responses in enduring the COVID-19 pandemic conducted between January and May 2022. These data were obtained through in-depth observations and interviews involving informants based on purposive sampling, including traditional community leaders, village officials, tourism actors (i.e. street vendors, tourist local guides, taxi drivers and art workers) and tourism community members. We selected the informants who are not only directly impacted by the pandemic, but also some of them have to survive during the pandemic because they do not have other job options. The results of previous research and government data concerning the pandemic and community resilience were needed as secondary data, which were obtained through a study of the literature. The data which had been obtained were further analysed based on the Interpretative Phenomenological Analysis (IPA) technique, which seeks to make meaning of something from the participants’ perspective and the researchers’ perspective as a result there occurs a cognition of a central position.FindingsBased on findings from Bali, Indonesia, this resilience model for the tourism community was created in response to the difficulties and fortitude shown by the community during the COVID-19 pandemic. It comprises four key elements, namely the Local Wisdom Foundation, Resource Management, Government Contributions and External Community Support. These elements are all rooted in the concepts of niskala (spirituality) and sekala (real response); it is these elements that give the tourism community in the Kuta Traditional Village a unique approach, which can inspire other tourism destinations in other countries around the world.Research limitations/implicationsA tourism community resilience model based on local community responses has implications for the process of enriching academic research and community management practices in facing future crisis, particularly by involving local wisdom foundation.Practical implicationsA tourism community resilience model based on local community responses has implications for the process of enriching academic research and community management practices in facing future crisis, particularly by involving local wisdom foundation.Social implicationsThe existence of the resilience model strengthens local community social cohesion, which has been made stronger by the bonds of culture and shared faith in facing disaster. This social cohesion then stimulates the strength of sustainable and long-term community collaboration in the post-pandemic period. For tourism businesses, having strong connections with the local communities is an important condition to thrive.Originality/valueThe value of this research is the Tourism Resilience Community Model, which is a helpful tool to optimise and improve future strategies for dealing with disasters. Illustrated by this Balinese example, this paper emphasises the importance of adding social factors such as niskala and sekala to existing community resilience models. Addressing these local characteristics is the innovative aspect of this paper and will help inspire communities around the world to prepare for future disasters better and build more sustainable and resilient tourism destinations elsewhere.

Personalized Tourist Recommender System: A Data-Driven and Machine-Learning Approach

This study introduces a data-driven and machine-learning approach to design a personalized tourist recommendation system for Nepal. It examines key tourist attributes, such as demographics, behaviors, preferences, and satisfaction, to develop four sub-models for data collection and machine learning. A structured survey is conducted with 2400 international and domestic tourists, featuring 28 major questions and 125 variables. The data are preprocessed, and significant features are extracted to enhance the accuracy and efficiency of the machine-learning models. These models are evaluated using metrics such as accuracy, precision, recall, F-score, ROC, and lift curves. A comprehensive database for Pokhara City, Nepal, is developed from various sources that includes attributes such as location, cost, popularity, rating, ranking, and trend. The machine-learning models provide intermediate categorical recommendations, which are further mapped using a personalized recommender algorithm. This algorithm makes decisions based on weights assigned to each decision attribute to make the final recommendations. The system’s performance is compared with other popular recommender systems implemented by TripAdvisor, Google Maps, the Nepal tourism website, and others. It is found that the proposed system surpasses existing ones, offering more accurate and optimized recommendations to visitors in Pokhara. This study is a pioneering one and holds significant implications for the tourism industry and the governing sector of Nepal in enhancing the overall tourism business.