Tourism Business Research Articles

Kualitas Pelayanan Dalam Pengurusan Perizinan Tanda Daftar Usaha Pariwisata (TDUP) Pada Dinas Penanaman Modal dan Pelayanan Terpadu Satu Pintu Kota Pematang Siantar

The process of obtaining a Tourism Business Registration Certificate (TDUP) at the Integrated Investment and Licensing One-Stop Office in Pematang Siantar City, issues related to service quality have been identified. The problems is the low quality of service, permit issuance is often not fulfilled or takes a significant amount of time. This research aims to evaluate the quality of services provided in the process of obtaining (TDUP) at the Integrated Investment and Licensing One-Stop Office in Pematang Siantar City. The research method used is qualitative descriptive. Data is collected through observation, interviews, and documentation. The theoretical framework used in this research is the service quality theory by Zeithhaml, with indicators including tangible evidence, reliability, responsiveness, assurance, and empathy. The research results indicate that the quality of service in the process of obtaining a Tourism Business Registration Certificate has not reached an optimal level. This is evident from various indicators, such as the incompleteness of facilities, including toilet facilities in the service area and fully functional computers to support online systems. Employees involved in serving the public have not fully mastered their core tasks. Responsiveness in service is also lacking, as many individuals feel that the employees handling the Tourism Business Registration Certificate process provide slow and complicated responses. The assurances given by employees regarding service completion times are not in line with the promised deadlines.

Environmental Impact of Digital Technologies and Artificial Intelligence

Very often arguments are put forward that replacing in-person meetings by online events or using digital technologies to do collaborative research will lower the pressure on the environment (Spencer 2023). But is this actually true? The obvious impacts, such as the carbon footprint of using digital technologies, are often overlooked. The electricity (even if green alternatives exist) used to run and cool the ever-growing number of large data centers has been regularly cited (Monteclaro 2023) as the largest contributor to this impact. Recent studies (Bordage 2019), however, tend to show that other actors (mostly the users) in the domain of digital technologies, appear to have an even greater impact. Additionally, ethical considerations and habitat degradation issues resulting from mining for the components to build professional and personal digital devices contribute to the problems. The deployments of networks have also a non-negligible share in the calculation of the actual digital impact on the environement (Bordage 2019). The tremendous increase of generated data, information exchanges, algorithms to run digital applications due to the larger use of AI in all scientific fields, in all sectors of the policy making, industry and civil society will increase the environmental impact of digital technologies even more. However, depending on the purpose of the AI technology, if its usage can demonstrate a reduction of negative environmental impacts, mitigation solutions can be envisaged. For example, if AI allows better land planning or better identification of species, it could balance out the digital environmental impact. In terms of online versus in-person or hybrid meetings, the issue is not as easy as one may think. For in-person meetings, especially in topics like biodiversity information, almost everyone is using devices such as laptops, tablets or smartphones, even encouraged by the organizers and speakers, making live demos, or doing online polls requiring the use of digitial technologies (e.g., Mentimeter). Totally online meetings make heavy use of the networks, dataflows and devices, even if it can be argued that the impact of the flights is removed from the equation. Hybrid meetings combine both the impacts of fully in-person or fully online options, also encouraging local participants to interact with the online participants and potentially demultiplying the environemental impact even more. Mitigation aspects to take into account are the added value of social interactions, learning about localhost's culture and biodiversity, and input to the local economies and infrastructures to welcome business tourism for large conferences. Efforts made to make onsite meetings greener play an important role, by wisely choosing the location and how catering is handled with local products and diminishing the use of one-use-only cups and cutlery. The debate on which meeting options are the best, is far from being closed and will continue into the future. This presentation will show recent analyses conducted, among others, by the European Institutes for Sustainable IT (information technology), to demystify common assumptions on major responsibilities in terms of environmental impact or carbon footprints of digital technologies. Tips and tricks to lower everyone's overall digital impact will be provided as well as encouraging the actors in biodiversity information to sign the Sustainable IT charter or even act further to get the highest Sustainable IT label for their institutions.

Exploring Interpersonal Dynamics in Wellness Tourism: A Reexamination of Intentions Through a Case Study of Generation X Citizens in Thailand

Objective: This research primarily aims to investigate the factors influencing wellness tourism experiences for Generation X in Thailand, focusing on revisit intentions and overall satisfaction. Specific objectives include identifying key factors affecting relationships with healthcare providers and fellow tourists, analyzing the impact of these relationships, and exploring the correlation between authenticity, organizational identification, and revisit intentions. Theoretical Framework: Wellness and healthcare tourism investigate the factors influencing revisit intentions. Unlike general wellness, wellness tourism emphasizes holistic health through activities that integrate physical, mental, and social well-being. It encompasses experiences from hedonic beauty spas to eudaimonic spiritual retreats. Wellness hotels cater to these demands, providing tailored services for overall well-being. In contrast, healthcare tourism promotes emotional health and quality of life through organized trips, while medical tourism focuses primarily on reactive treatments. Revisit intentions are shaped by memorable, authentic experiences, with emotions, customer satisfaction, and electronic word of mouth (eWOM) playing critical roles. Authenticity existential and constructive significantly affects satisfaction, loyalty, and revisit intentions. This study emphasizes delivering exceptional wellness experiences that foster personal growth and cultivate long-term loyalty. Method: This research investigates the factors influencing wellness tourism experiences among Generation X individuals in Thailand, emphasizing revisit intentions and overall satisfaction. Using a cross-sectional quantitative design, data were collected to establish causal relationships among key variables: Wellness Tourism Experience (WTE), Existential Authenticity (EA), Constructive Authenticity (CA), Corporate Identification (CoIn), and Rememberability (RemA). Conducted between January 11 and December 30, 2023, the survey targeted Generation X participants who engaged in wellness tourism, selected from visitor records and databases. The sample size, estimated using Krejcie and Morgan's (1970) guidelines, aimed for 400 participants to ensure representativeness and minimize bias. The questionnaire demonstrated reliability with a Cronbach’s Alpha of 0.92. Data were analyzed using ADANCO software for Structural Equation Modeling (SEM) to assess construct reliability, convergent validity, and model fit. Results: This study examines the intricate dynamics of relationships within wellness tourism among Generation X citizens in Thailand, emphasizing their influence on revisit intentions and overall satisfaction. Conducted over 79 days with 406 participants, the research revealed a diverse demographic: 30.8% male, 69.2% female, with 50.9% holding bachelor’s degrees and 48.3% earning between 30,001 and 50,000 baht. Statistical validation demonstrated robust constructs characterized by high reliability and strong convergent validity. Descriptive analyses indicated positive perceptions of key dimensions, particularly existential and constructive authenticity, corporate identification, rememberability, and revisit intentions (mean values: 4.44 to 4.97). Although significant, limitations regarding generalizability to other age groups are acknowledged. Overall, the findings provide critical insights for Thai wellness tourism businesses, highlighting the need to align marketing strategies and services with Generation X preferences to enhance satisfaction and loyalty. This research contributes valuable perspectives for theoretical advancement and practical application within the tourism and hospitality sectors. Research Implications: This study investigates the relationships and revisit intentions in wellness tourism experiences among Generation X in Thailand using a quantitative cross-sectional design. Key findings reveal a strong correlation between Wellness Tourism Experience (WTE) and Revisit Intention (RI), emphasizing the importance of authenticity in enhancing customer loyalty and satisfaction. Originality/Value: This study analyzes interpersonal dynamics influencing revisit intentions among Generation X tourists in Thailand's wellness tourism sector. It examines how relationships, including cultural differences with healthcare providers, affect return likelihood. Key findings emphasize the importance of authenticity, corporate identification, and rememberability in enhancing customer loyalty and satisfaction.

Implementing Innovations That Provide Sustainable Solutions in the Tourism Sector

Objective: The purpose of this development is to present the relationship between the implementation of innovations in the tourism business and its sustainable development. Theoretical Framework: In this topic, presents the main concepts and theories for the scope of innovation activity in the tourism sector. The main types of economic and non-economic innovations related to the sustainable management of the tourism business are highlighted. Method: Qualitative methods, including interviews and observations, were used in this study. Owners and managers of tourist organizations who are familiar with the innovative activities of the represented enterprises and can indicate the effect of their implementation were surveyed. Results and Discussion: The findings of the study highlight the importance of synergy between innovation and sustainable management of the tourism business. The study of the experience of the Bulgarian tourist enterprises proves that the implementation of innovations provides competitive advantages to the tourist enterprises and contributes to their sustainable development. Research Implications: A practical study is carried out, which presents the spread of innovations in the tourism sector in Bulgaria and proves that they lead to both economic and non-economic effects related to the sustainable development of the enterprise's activities. Originality/Value: This study contributes to the literature by presenting the scope of innovation activity in the tourism enterprise and outlines the relationship between economic and non-economic innovations. The relevance and value of this research is demonstrated by addressing the specific topic of innovation in the tourism industry, which is an important area of inquiry given the dynamic nature of the sector and its significance for economic development.

Nudging with colors to promote electric vehicle rentals

The symbolic meaning of colors plays a crucial role in individual decision-making. Two experiments were conducted to explore how color influences tourists' rental decisions of electric vehicles. The first study employs a 3 (color hue) × 3 (color lightness) experimental design and analyses 300 responses to reveal that light-green and light-blue vehicles were perceived as most environmentally friendly. The second study conducts a single-factor scenario-based experiment with 600 participants. Light-green vehicles enhance perceived environmental friendliness and encourage rentals, while light-blue vehicles reduce decision-making time by evoking mental imagery. This research is innovative in applying color-based nudges into the context of sustainable self-driving tourism, contributing to nudging theory and color psychology. The findings help tourism businesses make electric vehicles more appealing.

K-콘텐츠를 활용한 지역관광 활성화 방안 : 춘천 사례를 중심으로

By focusing on the case of Chuncheon, this study explores the local governments' strategies to revitalize local tourism by utilizing K-contents. The study examines Chuncheon’s geographical characteristics, natural resources, cultural resources, and industrial assets within the broader context of K-contents which also includes local content. In-depth interviews with experts and focus group interviews with consumers were conducted. The analysis utilized the 'Local Content-Based Tourism Industry Competitiveness Evaluation Model' which focuses on four key elements: cultural tourism content resources, K-content-based tourism market, strategy and business implementation system, and supporting environment (i.e., infrastructure). The results revealed that while Chuncheon possesses diverse natural and cultural resources, there is a need for improvement in linking and utilizing these assets. The study highlights the necessity of developing and promoting contents that align with current tourism trends and the preferences of the MZ generation. Additionally, it calls for an enhancement of infrastructure, such as accommodation and transportation, to better connect major tourist spots within the city. To foster the cultural and tourism content industry, the study also emphasizes the urgent need to establish governance to systematically support development efforts. The research proposes a five-theme strategy to revitalize tourism in Chuncheon: regional characteristics, culture and festivals, filming location spots, leisure sports, and food. This approach provides practical implications by offering a comprehensive perspective on the current situation, challenges, and revitalization measures for Chuncheon tourism.

SOCIO-ECONOMIC SUSTAINABILITY OF THE TOURISM SECTOR ENTERPRISES IN THE CONTEXT OF THE COVID-19 PANDEMIC: GLOBAL AND UKRAINIAN DIMENSIONS

In 2020, one of the main negative factors affecting the development of the tourism sector was the COVID-19 pandemic. Complicating the economic situation due to the coronavirus crisis for developing countries and local communities that are disproportionately dependent on tourism threatens the growth of poverty in these countries, not to mention the possibility of developing the tourism industry on a sustainable basis. The article examines the situation in the tourism industry of Ukraine, which has arisen as a result of the spread of the COVID-19 pandemic, and analyzes the possibilities of recovery and development of the tourism industry based on sustainable tourism. Based on the analysis of statistical data and the study of the level and trends in the development of the tourism business at the global and national levels, the authors proposed practical directions for the recovery of the tourism industry in the context of COVID-19, which will be beneficial not only for Ukraine but for developing countries as well. It is shown that the crisis in the tourism industry, which arose as a result of quarantine restrictions to reduce the spread of the pandemic, has complicated the process of implementing the Sustainable Tourism Concept for countries with low economic performance. It has been proven that the further development of tourism in developing countries based on cooperation and consistency of measures is needed to regulate travel at the bilateral, regional and international levels, to ensure safety for travellers and workers. Bringing together the government, the public, and the business community to work on a practical and implementable plan to revive the tourism sector. Increasing investment in technology, green infrastructure and jobs.

Future workforce skills for hospitality and tourism business in Thailand

Currently, the hospitality and tourism industry in Thailand is at a state of great flux. This, therefore, calls for a highly competent and versatile workforce to deal with this situation. For this paper, we shall attempt at providing an overview of the current skill set from the current workforce involved in the hospitality and tourism industry in Thailand. We also attempt to identify the prevailing opinions of the managerial personnel on different work aspects, which include the perception of the skills that Thai workers possess. Moreover, the paper looks at what the managers would want and hope for in the future workforce, and the strategies applied to develop such skills in workers soon. This qualitative research approach is employed to dig deep into the minds of key decision makers in Thailand by way of in-depth, one-on-one, or small group interviews to document and consolidate the insights and viewpoints of distinguished executives and top-level decision makers belonging to prestigious hotel and tourism conglomerates in Thailand. The findings of our research unmistakably indicate that the hospitality industry in the country is doubtless in a growth and prosperous period, where it successfully meets various and constantly changing preferences among tourists coming for different purposes. With the tourism industry in Thailand mushrooming, it is vital to establish what has contributed to such success. With more and more people globe-trotting and with tourists pouring in droves into Thailand, the need for a skilled workforce within the hospitality industries is at an all-time high. It therefore becomes relevant during these times of change to identify the skillset of the personnel at work within this vibrant industry. Deep inside the minds of managerial professionals, we can gain a clear insight into how they perceive the current workforce. By conducting comprehensive interviews on an individual and small group basis, we hope to capture the capability and strengths of the Thai workforce with a great degree of subtlety. Second, we also attempt to find out what aspirations and expectations the managers have from the future workforce. The resulting skills and competencies will have to be identified as the industry continues to evolve, but by exploring strategies utilized to develop such skilled labor, we expose the preparations being made for the workforce of tomorrow. Our qualitative research methodology enables us to interact directly with key decision-makers in the industry. We have thus gathered much information and opinion by involving those senior executives and senior-level decision makers of reputed hotel and tourism conglomerates. Their valuable insights helped us to closely look into the current scenario and aspects which still needed to be improved. Our findings clearly revealed that the hospitality industry in Thailand is one of the fastest growing and most successful sectors. It has satisfactorily adapted to the increasing and changing tastes and preferences of the tourists coming from different parts of the world. On the other hand, innovation and high-quality service have allowed this industry to satisfactorily address the needs and desires of its guests. Conclusion Our study puts light on the change which the hospitality and tourism industry of Thailand is experiencing at present. The following sections provide a broad outline of the skillset of the workforce, based on in-depth interviews with managerial professionals. We have taken a closer look at what industry leaders expect and/or hope for in the future workforce, and how they are developing the skills necessary to meet those expectations. This research supports the notion that the hospitality industry is increasing its growth to meet the demands of a multifaceted global customer base.

Travelmate: Connecting Travellers with Local Guides

Abstract—The tourism sector is booming, with a huge number of people traveling globally each year. The local escort is one of the essential elements that contribute to a positive travel industry experience. After some time, customary local specialists evolved essentially by combining various media and innovations to improve the guest’s understanding. This study explores the history of local escorts, examines the role that innovation has in shaping local escorts today, and discusses innovative approaches to improving encounters with the tourist sector. This study aims to provide tidbits of information on how creative local escorts can transform the tourism business and make it more vivid and connect with experiences for travelers by evaluating existing literature and contextual assessments. Index Terms—Tourism, application, development, business, experiences, information

A Systematic Literature Review: Emotional Intelligence, Positive Affect, and Customer Satisfaction in Tourism

Objective: To perform a rigorous systematic review of the literature, with the aim of identify the most relevant studies on emotional intelligence and positive affect and their relationship with customer satisfaction in the tourism industry, and a bibliometric analysis of scientific production to lay the foundations of such relationships. Theoretical Framework: This paper presents the key concepts and theories that underpin the research. Emotional intelligence, positive affect and customer satisfaction in the tourism industry are highlighted to provide a solid basis for understanding the context of the research. Method: The methodology used in this research is based on the Constructivist Knowledge Development Process (Proknow-C), which facilitates the organisation of a systematic literature review to select and analyse bibliographical references and generate the necessary knowledge. Results and Discussion: The resulting portfolio of 17 relevant articles in line with the object of the study made it possible to identify the main approaches proposed by the authors on this subject. In essence, the review of the literature showed a clear consensus on the relationship between the emotional intelligence and positive affect of service providers and customer satisfaction in the tourism industry. Research Implications: This research is useful for the academic community in conducting significant and relevant research on the study axes, laying the foundations to continue advancing in future lines of research. In addition, the results are profitable from a professional standpoint. Organizations in the tourism sector may reflect on and promote best practices in developing emotional and positive affect skills among their service staff given their influence on customer satisfaction. Originality/Value: This study contributes to the literature as scientific research on this subject remains scarce. Furthermore, the results can have an impact on the performance of tourism businesses and thus on the economic development of the destination.

Influencer Credibility as A Source of Travel Information for Generation Z to Bali

The development of technology is increasingly rapid, so tourism business managers must keep up with existing technological developments. Social media, especially Instagram, is one of the most widely used platforms in the world, especially for Generation Z. However, some respondents use Instagram for information and entertainment and there is a problem that the information obtained is sometimes not in accordance with reality, especially tourist information. This shows that there is still a lack of credible influencer filtering used in disseminating information about a product or place. This study aims to examine the differences in the interests of Generation Z in assessing the credibility of influencers as a source of tourism information to Bali. In the study, the researcher used a quantitative approach with data analysis used, namely the Multivariate of Variance Test (MANOVA). The number of samples used was 110 respondents per type of tourist. The sampling technique is non-probability sampling with a purposive sampling approach. The results of the study revealed that both domestic and foreign tourist groups judged influencers by their attractiveness to create a feeling of trust in the content disseminated. Meanwhile, for the gender group, they have the same perspective in assessing the credibility of an influencer.

The Offer and the Importance of Culture and Art in the Business Tourism Sector

Hotel businesses often look for ways to differentiate themselves and offer a new experience to their guests. Partnering with the creative industry can play an important role. In this context, many hotels are closely linked to various forms of culture and are an important part of the creative industry. This relationship impacts on local cultures as tourism businesses act as an object to enhance and promote the culture of a community and provide a diverse and experiential experience for visitors. In this way, many hotels contain artwork and design elements within their premises, aiming to showcase local culture and encourage creativity. Guests can enjoy a pleasant atmosphere based on local art and design, and the inclusion of painting, music, theatre, music and dance events and gastronomy festivals seem to help occupancy and the possibility of high room rates in the hotel business.

Travel influencers and their social identity: a phenomenological approach

ABSTRACT The role of travel influencers has become increasingly popular, having a significant impact on tourists and tourism businesses. Influencers negotiate and navigate challenges such as content quality and authenticity while fostering a sense of community and influencing industry standards. Little is known, however, about how travel influencers construct their social identities. Based on social identity theory, and by interviewing 19 Chinese travel influencers, this study developed the following three-stage representation of travel influencer social identity construction: ‘transformation’, ‘maintenance’, and ‘identity value presentation’. It makes significant contributions to extant tourism literature by providing unique insights into the construction process associated with the identities of travel influencers.

Górale and Farming – It Goes Hand in Hand. Agricultural Work as Part of Cultural Heritage in Podhale

Contrary to common associations linking Podhale with recreation and tourism, this region still retains its rural character. Rurality, thus, is a category inextricably connected with agriculture and largely shaped by work. That is why progressive changes in agriculture and general de-agrarianisation affect rural areas much more strongly than a simple change in occupational structure would suggest. The article concerns selected narratives and activities of Podhale farmers, showing agriculture as part of the cultural heritage of the countryside. Reffering to the specific agrarian structure, I argue that farmers in this regions use mountain conditions and the presence of the tourist business to undertake activities that go beyond economic aspects of work. The specific nature of agriculture makes it a space for realising individual ambitions that reach beyond earning a living and touch upon aspects of indentity. Even though the agricultural past is common to most inhabitants of Podhale, farmers, consciously referring to it, use techniques available only to them as specific continuators of highland farming methods.

Hospitality development strategy: regional context

Having a strategy for the development of the hospitality sector for any region will not only contribute to the establishment of a structured dialogue between the authorities and business in the service sector, but will also ensure the effective use of resource potential, the creation of new jobs, an increase in revenues for budgets of all levels, stable development and realization of export potential region European integration processes and economic problems caused by Russiaʼs aggression actualize this issue, parti­cularly in the context of determining its impact on the social and economic development of the region and the country in general. Within the framework of the research, the hypothesis was put forward that the development of the hotel-restaurant and tourism business in the region depends on the priorities of strategic develop­ment and the formation of the regional strategy for the development of the hospitality sector. The research was carried out on the basis of the stu­dy of foreign experience, diagnostics of the activities of hospitality enterprises of the Cher­nivtsi region, surveys of entrepreneurs in the field of hospitality, the use of comparison and modeling methods. According to the results of the survey, additional criteria to the basic guidelines defined by the Law of Ukraine "On the Basics of State Regional Policy" were revealed, which must be taken into account when forming the regional strategy for the develop­ment of the hospitality sector for a specific region. A structural model of the formation of the regional strategy for the development in Cher­nivtsi region has been developed. Based on the research of relevant European experience, it was established that the formation of regional strategy for the development should be aimed at creating conditions for the full realization of the regionʼs tourism potential, building infrastruc­ture in accordance with international standards and creating new competitive advantages. The results of the research confirm the relevance of the formation of the hospitality development strategy, especially in those regions where there is adequate resource provision and development prospects. In practice, the results of the research can be used by local authorities, public organi­zations and businesses. Due to the fact that the regional strategy for the development of the hospitality sector has a three-part character, combining state, regional and interregional (cross-border) policies, the issue of determining its impact on the social and economic develop­ment of the region and the country in general requires further research

Implementation of the Empowerment Program for Culinary Tourism Business Actors in the Coastal Area of Manado Bay, North Sulawesi Province

The Manado City Government through the 2020-2025 regional tourism development master plan has determined a special tourism destination cluster for culinary tourism areas with urban-coastal tourism attractions. The determination of this cluster is in line with the culinary potential managed by the community such as bakat sea fish and local snacks around the coast of Manado Bay. By using a qualitative research design, data was collected directly at the research location through interviews and observations, and secondary data was also collected electronically through internet media such as Google Scholar, WoS databases, Scopus, Arxiv by Cornell, Ulrich's Web, Science Direct, Directory of Open Access, JSTOR, SciELO, ERIC, ResearchGate and others. Data analysis using an interactive analysis model with data reduction, data display and conclusion drawing/verification stages. In addition, for the validity of the data analysis discussion, a focus group discussion was also conducted. The research findings that the implementation of the empowerment program for culinary tourism entrepreneurs in the Manado Bay Coastal Area has been carried out by the Manado City Government. Training, mentoring, provision of capital and business facilities and supervision as a form of empowerment activities carried out. The empowerment program is carried out separately or in collaboration with other public organizations. The seriousness in managing and developing businesses from the Community is a measure of the success of the implementation of the empowerment program.

Challenges of sustainable development of regions and rural tourism in Georgia

The paper discusses the type of rural tourism as an independent direction, especially its importance in the mountainous part of Georgia. This priority direction in regional tourism includes such important aspects as orientation of tourists to the consumption of ecological resources, protection of the natural environment, preservation of traditional lifestyle for the population of peripheral regions. It is confirmed that rural tourism in the modern world is considered by specialists to be the most promising field of employment for the rural population. It should be noted that the development of tourism business in rural areas will contribute to solving socio-economic problems, reducing unemployment and raising the standard of living. The purpose of the study is to reveal the possibilities of rural tourism development in the mountainous areas of Georgia, which will bring the results of sustainable development to the region and the local community.

A Novel Data Analytics Methodology for Discovering Behavioral Risk Profiles: The Case of Diners During a Pandemic

Understanding tourist profiles and behaviors during health pandemics is key to better preparedness for unforeseen future outbreaks, particularly for tourism and hospitality businesses. This study develops and applies a novel data analytics methodology to gain insights into the health risk reduction behavior of restaurant diners/patrons during their dining out experiences in a pandemic. The methodology builds on data relating to four constructs (question categories) and measurements (questions and attributes), with the constructs being worry, health risk prevention behavior, health risk reduction behavior, and demographic characteristics. As a unique contribution, the methodology generates a behavioral typology by identifying risk profiles, which are expressed as one- and two-level decision rules. For example, the results highlighted the significance of restaurants’ adherence to cautionary measures and diners’ perception of seclusion. These and other factors enable a multifaceted analysis, typology, and understanding of diners’ risk profiles, offering valuable guidance for developing managerial strategies and skill development programs to promote safer dining experiences during pandemics. Besides yielding novel types of insights through rules, another practical contribution of the research is the development of a public web-based analytics dashboard for interactive insight discovery and decision support.

Basque cuisine and tourism in Uruguay: the history of Basque restaurants from 1940 to 2020

ABSTRACT Basque cuisine has a long tradition in Uruguay, beginning in the first decades of the twentieth century. One of the most distinctive traits of Basque restaurants in this country is their link to tourism activity, especially with beach, urban, and business tourism. From the establishment of the initial eateries to the opening of the most recent restuarants, all sought to attract local and foreign tourists. For this reason, this article offers an historical exploration of the beginnings of Basque gastronomy in Uruguay up to the second decade of the twenty-first century. Apart from that, the paper analyses the case of two Basque restaurants that have continued the tradition of their ancestors. Finally, by analysing gastronomic offerings, advertising strategies, and the interior design of the restaurants, the article shows how these establishments tried to attract local visitors and foreign tourists alike from the very beginning.

MARKETING FACTORS OF COMPETITIVENESS MEDITERRANEAN MARKET OF TOURIST SERVICES

The article analyzes the system of marketing factors of the competitiveness of the Mediterranean leisure industry since the promotion of tourist services today becomes impossible without the use of modern technologies. It is noted that the digitalization of marketing communications allows for the formation of unique competitive advantages of the Mediterranean tourism industry through the use of an integrated approach to the most effective combination of classical marketing provisions and the potential of modern technologies in the competitive environment of the tourism industry. Classical marketing techniques and digital technologies offer enormous potential for maximizing tourism revenues, increasing tourism demand, improving the quality of supply and facilitating communication. The influence of marketing elements on the competitiveness of the tourism industry of the Mediterranean countries is evaluated. It has been proven that this influence is uneven and differs according to the destination and the stage of creation and provision and implementation of the tour service. This influence is observed most in the sphere of pricing in Spain and least - in the sphere of tourism product promotion in such European countries as Albania and African countries - Morocco, Algeria and Tunisia. Directions for the analysis of the competitiveness of destinations in the Mediterranean region are proposed, which can be carried out according to different criteria and through different perspectives, such as: customer expectations, tourist satisfaction and service value, tourist and destination motivations, branding, destination attractiveness, destination sustainability and destination value. It is emphasized that, in contrast to classical marketing, modified tourism marketing was formed as a mix that includes seven elements: tourism product, tourism product pricing, distribution of tourism services, tourism promotion, human potential, service provision process and customer service, and which to varying degrees provide competitive advantages of the countries of the Mediterranean basin. It is shown that the competitiveness of the Mediterranean tourism industry has a double structure. Its first element is the process of positioning tourist products on the market of leisure services, the second is the efficiency of the operational activities of tour operators. It has been confirmed that the drivers of the main changes in the market of tourist services of the Mediterranean that have occurred recently are the intensive introduction of information technologies in marketing activities, where the main trends in the development of the leisure industry have become the globalization of the tourist business and the dominance of Internet technologies in the system of promoting tourist services.