Global Tourism Market Research Articles

Features of the Development of International Trade in Tourist Services

Introduction. The relevance of studying the peculiarities of the development of international trade in tourist services is determined by the significant role of world tourism in the structure of the global economy. In the conditions of a complex international political situation, which is dynamically changing, it is crucial to identify the vectors of the development of the tourism industry to determine the future structure of the macro-regional distribution of tourist flows. Aim and tasks. The purpose of this study is to identify the dominant factors and prospects for the development of international tourism business in the conditions of modern global economic and political instability to determine the most favourable marketing strategies for interaction in the international market of tourist services by extrapolating the results to the possibilities of post-war recovery of the tourism industry in Ukraine. Results. An analysis of international tourism arrivals showed that the average annual growth rate of the industry from 1995 to 2020 average annual growth of international tourist arrivals was more than 4 per cent. Over the estimated period from 1995 to 2023, the average arrival rate decreased to 2.46 per cent. Macro-regions are considered the most promising for the scaling of international tourism, as well as the factors that will contribute to this and can inhibit economic processes. Special attention is paid to the positioning of Ukraine during the post-war recovery of the tourism industry. Forecast indicators indicate that international tourist arrivals to Ukraine could reach 61 million people in the tenth year of the post-war period. An alternative strategy for promoting national tourist products and brands in the target markets of Central and Eastern Europe, Asia, and the Middle East was proposed, and the feasibility of continuing the promotion of Ukraine as a tourist brand was substantiated. Conclusions. This study confirms the vector of the shift in global tourist flows under the influence of a number of factors that deepen the contradictions between the Global South and the North, revealing key trends in the growth and displacement of international tourist flows among countries belonging to two opposite camps. The directions of institutional and structural changes required to restore international tourism in Ukraine in the post-war period to strengthen Ukraine's position in the global tourism market are proposed.

Exploring Guilin's Destination Image Via User-Generated Content: A Computational Methods

This study quantify mainland China's destination image through international tourists' user-generated content (UGC), with a specific focus on Guilin, utilizing advanced computational techniques such as Latent Dirichlet Allocation (LDA) for topic modeling and sentiment analysis. It systematically evaluates online travel reviews to distill key themes and emotional sentiments that shape Guilin's image, uncovering a rich tapestry of cognitive perceptions and affective reactions related to its natural scenery, cultural engagements, service standards, and logistical facets. The application of topic modeling and sentiment analysis provides a nuanced understanding of the cognitive and affective dimensions defining Guilin's destination image. While positive sentiments largely highlight the region's aesthetic and experiential allure, negative sentiments reveal critical areas for improvement, such as perceived value and infrastructure, which are vital for enhancing tourist satisfaction and reinforcing Guilin's appeal in the global tourism market. This research applies LDA and sentiment analysis to interpret UGC offer a calculable methodological approach for broader application in destination image studies. By aligning perceptual and emotional insights with destination marketing strategies, the findings offer actionable intelligence to optimize tourist experiences and enhance destination loyalty. This approach not only enriches the academic understanding of destination images but also provides practical frameworks for destination managers to harness the full potential of UGC in shaping and refining the global image of tourism locales.

Forecasts for the Development of the Cruise Industry: Trends, Challenges and Opportunities

The article is devoted to the analysis of current trends affecting the global cruise tourism market. The paper examines the key growth factors of the industry, including technological innovations, changes in consumer preferences and the impact of environmental regulations. Special attention is paid to the analysis of the challenges faced by cruise line operators, such as global economic fluctuations, pandemic threats and increased competition. Potential opportunities for sustainable growth are also being discussed, including the development of new routes, infrastructure improvements and the introduction of environmentally friendly technologies. In conclusion, conclusions are drawn about the prospects of the cruise industry in a rapidly changing global landscape and recommendations are offered for stakeholders to adapt to future changes and optimize development strategies.

Leveraging regional assets for MICE tourism

PurposeThe purpose of this study is to assess the current state of MICE tourism in Campania and explore strategic opportunities for its development. By identifying the strengths and weaknesses of this sector, the research aims to provide insights into how Campania can enhance its competitiveness as a MICE destination. The study seeks to offer recommendations for leveraging the region’s unique features, such as its cultural heritage and scenic landscapes, to attract more business travelers and corporate events, ultimately contributing to the region’s economic growth and sustainability.Design/methodology/approachThis study utilizes a mixed-methods approach to evaluate the MICE tourism sector in Campania. It involves analyzing quantitative data from regional tourism statistics and economic reports, complemented by qualitative insights gathered from interviews with key stakeholders in the tourism and hospitality industries. The research also includes a comparative analysis of Campania with other regions renowned for MICE tourism, aiming to identify best practices and potential areas for improvement. This comprehensive methodology ensures a thorough understanding of Campania’s current MICE tourism landscape and its future potential.FindingsThe study reveals that Campania has substantial potential for growth in the MICE tourism sector, owing to its rich cultural assets and appealing locations. However, challenges such as inadequate infrastructure and limited marketing efforts hinder its full potential. The findings suggest that targeted investments in infrastructure improvements, particularly in transportation and event facilities, along with robust marketing strategies, could significantly enhance Campania’s appeal as a MICE destination. Emphasizing sustainable practices could further differentiate the region in the competitive global market, attracting environmentally conscious business travelers.Originality/valueThis study provides a comprehensive analysis of the MICE tourism sector in Campania, offering valuable insights into its current status and future potential. It highlights the region’s unique strengths and the challenges it faces, providing actionable recommendations for strategic development. By focusing on both economic growth and sustainability, this research contributes to a broader understanding of how regions can successfully leverage MICE tourism for long-term benefits. The findings and recommendations serve as a valuable resource for policymakers, tourism authorities and stakeholders in the hospitality industry seeking to enhance Campania’s position in the global MICE tourism market.

Exploring tourism competitiveness in developing economies: residents’ perspective

Understanding the factors that contribute to tourism competitiveness in developing economies is essential for policymakers, industry stakeholders, and researchers, as these countries still struggle to fully capitalize on their tourism potential. The residents’ perspective, often overlooked in Tourism Destination Competitiveness (TDC) models, is crucial because they are the primary stakeholders who directly experience the consequences of tourism activities in their daily lives. Their positive attitudes can contribute to a welcoming and friendly environment, enhancing the competitiveness of the destination in the global tourism market. Up to now, there have been a few studies that relate residents’ attitudes to tourism destination competitiveness. However, none have focused on developing a tailor-made model for measuring residents’ perspectives on TDC. To develop such a specific model and contribute to the existing theory in this area, our research applied a multi-step approach, including a literature review of existing models, pilot testing for indicator selection, and model validation through CFA. The data were collected through a survey of residents in Serbia, chosen as an example of a developing country. The final model of the study consists of five factors: Natural and Cultural Resources, Quality of Tourist Offer and Infrastructure, Situational Framework of Tourism Development and Management, Destination Perception and Experience, and Pollution, containing 32 indicators. Practical applicability of the model and theoretical contributions are discussed in the paper, as well as the TDC evaluation for Serbia.

‘We are the roots!’ Decolonial practices of local tourism

The roots of ancestral legacy persist entangled with the currents of modern globalisation. While the global tourism market promotes corporate ventures and international travel, rural and Indigenous communities confront the challenge of adapting amidst hegemonic influences. In coastal communities of Ecuador, the juxtaposition of pre-colonial belonging and contemporary tourism development exemplifies this tension. Drawing on decolonial perspectives, this paper investigates how rural Indigenous communities on the Pacific coast of Ecuador have navigated their tourism ventures, negotiating notions of private property, access to credit, and business administration formalities, while upholding traditional Indigenous values and collective land property needs—what we term decolonial practices of local tourism. Moreover, the emergence of proximity tourism offers a promising avenue for advancing decolonial practices within the global tourism market, prioritising geographical and cultural closeness over conventional distance-focused approaches. Employing a collaborative approach, the research integrates Indigenous methodologies with conventional research methods, bridging diverse backgrounds within the research team, including academia, consultancy, and Indigenous leadership. The analysis underscores the pivotal role of collective land ownership in preserving cultural identity and fostering resistance to capitalist encroachments. The study concludes with a call to amplify Indigenous voices, cultivate solidarity, and advocate for more inclusive and equitable approaches to tourism development. This imperative stems from the need to decolonise and promote culturally sensitive local tourism practices, urging a reconfiguration of the tourism industry towards a more equitable and respectful engagement with Indigenous communities.

Halal–friendly attributes: a comparative study of different Muslim genders’ intentions to visit non–Islamic destinations

Purpose This study aims to examine how halal-friendly attributes at non-Islamic destinations affect the tourist attitude and visiting intentions of Muslim tourists of different genders from ASEAN countries. Design/methodology/approach The study used a structured survey with a non-probability, convenience sampling approach, targeting residents of Indonesia, Malaysia and Brunei. To assess the impact of halal-friendly attributes on destination image, tourist attitude and visiting intentions, a structural equation model was applied, analyzing the data across different genders. Findings The results indicate that the social environment exerts a positive influence on tourist attitudes for both males and females. In contrast, facilities have a negative impact on visiting intentions in both groups, with a more pronounced effect among males. While food and beverages positively influence the attitudes of female tourists, this effect is not observed in male tourists. Local factors and staff interactions show a strong positive impact on visiting intentions for males but only a marginal effect for females. The quality of service significantly boosts visiting intentions in both genders. Interestingly, tourist attitudes appear to have a negative effect on visiting intentions, with this trend being more evident in the female sample. Research limitations/implications The study is limited by its use of convenience sampling and self-reported data, which may not represent broader Indonesian perspectives and could introduce biases. Its focus on Indonesian perceptions and unexpected findings regarding tourist attitudes limit its generalizability and suggest unexplored factors affecting travel intentions. Originality/value This study offers new insights into how gender differences among Muslim tourists shape their intentions toward visiting non-Islamic destinations, emphasizing the role of halal-friendly attributes. These findings equip tourism operators and marketers with essential knowledge for developing inclusive, culturally sensitive practices, enhancing the travel experience for this significant segment of the global tourism market.

ВЫБОР МОДЕЛИ РАЗВИТИЯ СЕЛЬСКОГО ТУРИЗМА В РЕГИОНЕ ДЛЯ УСТОЙЧИВОГО РАЗВИТИЯ СЕЛЬСКИХ ТЕРРИТОРИЙ

At the present stage of development of the services market, tourism is becoming one of the most developing areas of activity, which requires constant improvement of quality, diversity of tourism offer and modernization of tourism infrastructure. In the context of scientific and technological progress, tourism, as an area that affects many different industries, serves as an important factor in the economic and socio-cultural development of rural areas. Russia occupies a minor position in the global tourism market. Despite the great tourism potential, its competitive advantage lies in the unique objects of architecture, culture, history and natural heritage, as well as in the national flavor of the country. Rural tourism can become one of the most important areas of economic development, which will contribute to the social, spiritual and economic development of Russian regions and the country as a whole. There is a necessity and need to bring domestic tourism services in line with modern world trends, to increase the competitiveness of Russian travel companies in the tourism services market. The Russian Federation has significant territorial potential and enormous opportunities for the development of large-scale tourism activities. According to the Strategy for the Development of Tourism in the Country until 2035, the main goal is the comprehensive development of the key competitive advantages of tourism in the Russian Federation, due to the presence of many points of attraction for domestic and inbound tourist flows. Due to the presence of a larger number of monuments of cultural, historical and natural heritage in Russia, there are prospects for the development of almost any type of tourism. In this situation, agricultural tourism is of particular importance as one of the most important factors in the sustainable development of rural areas and the agricultural sector.

Pandemic and Economy: An Econometric Analysis Investigating the Impact of COVID-19 on the Global Tourism Market

With the outbreak of the COVID-19 pandemic, the global tourism market has become one of the most affected sectors of the economy. In this research, the literature on the economic effects created by COVID-19 on a global level is first studied and the measures and restrictions that governments are obliged to take in order to suppress and prevent the spread of the coronavirus are analyzed. Next, there is an attempt to empirically estimate a system of equations regarding the two channels of influence of COVID-19 on tourism, making use of cross-sectional data, and specifically for a sample of 38 countries that launched vaccination up until the end of 2020. The explained results confirm that tourism is directly affected by the spread of COVID-19, due to the effort of travelers to avoid illness, but also due to the measures taken by governments to limit it. Tourism is also indirectly affected, due to the negative impact on income. Using 3SLS, an equation was developed to calculate the direct and indirect impact of COVID-19 on tourism. Notably, the dependent variable (tourism expenditure) exhibited a positive correlation with the independent variable (GDP) and a negative correlation with the total COVID-19 cases. Consequently, it was determined that a unit increase in the COVID-19 variable led to a reduction in international tourism expenditure by USD 859,237. Finally, there is a concern, and further investigation is needed, regarding the effect of vaccination against COVID-19 on tourism, which, while it is expected to be negative, is not confirmed by the results.

Analysis of the impact of the COVID-19 pandemic on the development of the international tourism market

The COVID-19 pandemic has dealt a significant blow to the international tourism market, resulting in job losses, reduced incomes, and rising unemployment. Therefore, studying the impact of the pandemic on the development of the international tourism market is relevant and important. This article focuses on analyzing the impact of the COVID-19 pandemic on the international tourism industry in the context of globalization. It highlights key aspects and trends that emerged during the crisis period and influenced the development of the tourism market. The authors specifically concentrate on the pandemic's effects on the global travel network, encompassing changes in demand, restrictions on international travel, and the industry's adaptation to new global challenges. The COVID-19 pandemic has been identified as the cause of the most significant drop in international tourism in human history. It led to a sharp decline in the number of international tourist arrivals, export earnings from tourism, and the economic contribution of tourism to the world economy. The impact of the pandemic on international tourism varied across regions, with the Asia-Pacific region being the most affected, experiencing an 84% decrease in international tourist arrivals. The authors pinpoint the main challenges facing the industry after the pandemic, such as changes in demand, restrictions on international travel, and the reorganization of tourism services and infrastructure. The study also explores possibilities for recovery and adaptation of the tourism industry to new realities post-pandemic, with particular attention given to strategies and innovations that can restore interest in international travel and enhance the competitiveness of countries in the global tourism market. It was found that the recovery of international tourism is progressing slowly. In 2022, international tourist arrivals were still 34% lower than in 2019. The study determined that the development of tourism in the post-pandemic period will be influenced by trend changes such as the prioritization of health and safety, shifts in consumer behavior, a desire for unique emotional experiences, new forms of employment, digital transformation, and the emphasis on ecotourism. Taking these trends into account will contribute to the recovery of the tourism industry and ensure its sustainable development in the future.

Exploring the Generation Z Travel Trends and Behavior

Abstract Tourism represents one of the sectors with the highest growth, and the upward trend of evolution implies the anticipation and adaptation to the changes in travel behavior. Currently, young travelers represent an important segment of the global tourism market. Generation Z decision-making processes are influenced both by the specific characteristics of the generation and by their travel habits. The travel motivations of the first generation born in the age of technology include socializing, acquiring unique experiences along with eco-friendly vacation options. During a trip, Generation Z visits museums, attends cultural or sports events and documents their choices by following travel influencers or social media posts. In these conditions, the paper aims to analyze the characteristics of the generation Z travel behavior and their perception of the future of travel. To achieve this objective, there will be a theoretical approach of generation Z coupled with secondary data analyses that will highlight the way young travelers organize their vacation.

Digital financial inclusion and domestic tourism demand: Through the lens of spatial spillover

Domestic tourism demand has dominated the global tourism market and has been more resilient during the COVID-19 pandemic; yet, it is under-studied compared to international tourism demand. Digital financial inclusion (DFI) enables the provision of formal financial products and services to small and medium-sized tourism enterprises and tourists through cost-effective digital means, potentially boosting domestic tourism demand. Integrating micro- and macro-level data from 335 prefecture-level regions in China, we investigate the impact of DFI on domestic tourism demand using spatial panel models. Our analysis reveals significant and positive effects, both direct and spillover, of DFI on domestic tourism demand within a region and across regions. Notably, among the three dimensions of DFI, the usage depth exhibits the most substantial spillover effects. Furthermore, our findings also highlight the crucial role of DFI in internalizing domestic tourism revenues. Our study provides practical implications for sustainable domestic tourism development in the digital era.

КОНКУРЕНТОСПРОМОЖНІСТЬ УКРАЇНИ НА СВІТОВОМУ РИНКУ ТУРИСТИЧНИХ ПОСЛУГ В СУЧАСНИХ УМОВАХ

The article examines the Ukrainian tourism market and the potential for growth, analyzes global market trends and factors affecting them. The purpose of the study is to analyze the current state of the Ukrainian tourism market, to identify, analyze and evaluate the factors, potential limitations and challenges of the Ukrainian tourism market. Based on statistical data, an analysis of the current state of tourist activity was carried out. The dynamics of tourist activity are determined by structuring methods. Proposals have been developed for the further development of the tourism industry in the post-war period and for the post-war recovery of tourism. It is established that the post-war and post-war development of the tourism sector of Ukraine requires further research to increase its competitiveness in the global tourism market. It has been established that memorial tourism in Ukraine will be actively developing in the near future. The State Agency for Tourism Development has already presented the Concept of memorialization of memorial sites in the Kyiv region. The ultimate goal of the Concept is to memorialize locations that will become new outposts of national memory, which will be visited by many tourists after the Ukrainian victory. New Concepts of memorialization as a commemoration of the victims of the war tragedy need to be developed for all affected regions of Ukraine, which will be the subject of further research. In order to implement the decisions of the World Tourism Organization (UNWTO) to provide specialized technical assistance to support Ukraine in its post-war reconstruction efforts, including restoration of tourism infrastructure, destination marketing, and capacity building of local tourism stakeholders, it is advisable for the Ukrainian side to work more actively in these areas. In the post-war recovery of the tourism business in Ukraine, it is necessary to rely on the support of national and international organizations, develop and create recovery strategies in the affected regions, include tourism development in strategic post-war recovery programs, involve international experts in the modernization of the country, study the experience of many countries where military operations took place, and develop tourism programs to places of military glory.

ПІДВИЩЕННЯ КОНКУРЕНТОСПРОМОЖНОСТІ ТУРИСТИЧНОГО БІЗНЕСУ УКРАЇНИ

The purpose of the article is to develop directions for improving the competitiveness of the tourism business in Ukraine and to analyze the problems that complicate the formation and development of strategic, socio-cultural potential and human capital. The main components of the tourism business, which includes a wide range of activities aimed at meeting the needs and wishes of tourists (tourist accommodation facilities, transportation services, travel agencies and tour operators, restaurants, cafes and other catering establishments, entertainment and cultural services, recreation and health services, shops and souvenir shops, etc), are highlighted. In the context of the war, Ukraine's tourism business faces several serious challenges that complicate the formation and development of its strategic potential: instability, deteriorating image, reduced investment, loss of infrastructure, and social and economic problems. The main negative factors affecting the formation and development of human capital, which is one of the key components of the tourism sector's success, are security, employee migration, lack of qualifications, decreased demand for labour, and the psychological state of employees. The socio-cultural potential has a particularly significant impact on the efficiency and competitiveness of the tourism business, as it reflects cultural values, readiness for change, and other aspects that may affect the perception and distribution of tourism products. The main problems of socio-cultural potential development include a decline in cultural activity, damage to historical and cultural monuments, loss of cultural heritage, a decline in cultural tourism, changes in cultural stereotypes, and a decrease in investment in cultural development. The main areas for improving the competitiveness of Ukraine's tourism business include the development of tourism infrastructure, improving the quality of tourism services, promoting Ukraine in the global tourism market, creating a favourable environment for tourism development, and developing new types of tourism. Solving these problems requires a comprehensive approach and joint efforts of the government, an international coalition, industry organizations and the public.

Exploring the Potential of a Multi-Level Approach to Advance the Development of the Medical Tourism Industry in Indonesia.

Nowadays, the global medical tourism market size has grown quite rapidly, with a projected increase of 21.1% between 2021 and 2028. This study aimed to explore barriers and potential strategies for the development of medical tourism in Indonesia. A qualitative case study design was employed, where 8 respondents were selected using an expert sampling method from various groups according to the helix framework, including academics, government, professional organizations, the private sector, and the media. Data was collected through document analysis and in-depth interviews, and was analyzed manually using an inductive thematic content analysis approach. Limitations to the development of Indonesian medical tourism are related to regulations concerning medical tourism, the number of health services, distribution, supporting resources, public trust, and competition. At the institutional level, the challenges comprise services and products, hospital facilities, supporting facilities, and marketing processes. Furthermore, at the micro level, the low competency of both health and non-health workers persist as an obstacle. The potential strategy at the macro level include the development of robust marketing and branding strategies, health infrastructure, and resources. At the institutional level, it was necessary to develop related products and services provided, improve quality, and focus on branding and marketing strategies. Additionally, improving human resource skills was needed at the micro level.

Adaptation Capacity Management of the Passenger Air Carrier as a Participant in the Tourism Product Creation Process

The paper provides a critical analysis of researches related to the definition of different types of business opportunities, general approaches to adaptation management, adaptation potential management of transport and tourism enterprises. The choice of air carriers as the object of study was due to the greatest difficulty in managing their adaptation potential, and their key impact on the tourism product. The prerequisites for the adaptation of air carriers to the global tourism market were determined. It was noted that the adaptation capacity of enterprises has its own characteristics depending on the scope of activity of business entities. The scientific novelty is formed by the defined sequence of the procedure and the stages of air carrier adaptation to the conditions of the world tourism market. For the first time, a set of measures to adapt air carriers to the global tourism market was proposed. Intensification of tourism market participants’ interaction will provide an opportunity for global expansion of the tourism product.

Identifying and Analysing Iran Medical Tourism Development Barriers Using Fuzzy Cognitive Mapping

The medical tourism industry has been observing significant developments in Iran. This country has been attracting tourists from countries in the Middle East and different regions of the world for a long time. However, nowadays, the Iran medical tourism industry faces serious barriers and challenges which deteriorate its participation in the global medical tourism market. The present article aims to investigate the barriers to the development of medical tourism in this country. In this regard, by reviewing the related literature and a weighted content validity ratio (CVR) analysis, 17 critical barriers were identified and finalised. Then, their casual relations were determined using a fuzzy cognitive mapping (FCM) methodology. The data gathered by a panel consisted of 10 experts in the field of medical tourism. The results show that five barriers, including managers’ lack of knowledge, lack of strategic planning, lack of cooperation and coordination, weak government support and lack of enabling tourism sector, are considered the most important. The findings of this research provide opportunities for practitioners and policymakers to concentrate on Iran’s medical tourism in order to overcome the barriers and consequently enhance the development of this lucrative industry.

Preference for Animals: A Comparison of First-Time and Repeat Visitors

Wildlife tourism is one of the strongest-performing sectors in the global tourism market. While tourists’ preferences for and affection towards animals are a cornerstone of the industry, a better understanding of how experiences, including animal–tourist encounters and visitation frequency, influence visitors’ animal preferences is required. Through a comparison of preferences among first-time and repeat visitors of four species (giant panda “Ailuropoda melanoleuca”, red panda “Ailurus fulgens”, peafowl “Pavo cristatus”, and swan “Cygnus”), both before and after animal encounters at the Chengdu Research Base of Giant Panda Breeding (Panda Base), the results show that different species elicit varied and, at times, contrasting tourist preferences. As a result, animal preferences in wildlife tourism can vary based on different stages of visitation. Highlighting this dynamic relationship between animal preferences and visitation experiences is further elucidated through consumer learning theory and lively capital. The outcomes of this study contribute to a deeper grasp of human–animal interactions and have broader implications for the development of conservation programs in captive wildlife venues.

Strengthening Libyan Hospitality: A SOAR Analysis of Digital Marketing Strategies and Practices in the Tourism and Hospitality Sector

The Libyan hospitality sector is a growing industry with significant potential and its sector plays a pivotal role in the country economic development, offering vast potential for growth and prosperity. In the digital age, the effective utilization of digital marketing strategies and practices is crucial for tourism and hospitality enterprises to enhance their competitiveness and attract a global audience. This study employs a systematic SOAR (Strengths, Opportunities, Aspirations, and Results) analysis to assess the current state of digital marketing in the Libyan hospitality sector and provide insights into areas for improvement.
 This study demonstrates the effectiveness of using SOAR analysis to enhance digital marketing strategies and customer service within the tourism and hospitality industry. By implementing a SOAR-based framework, businesses were able to improve website traffic, social media engagement, bookings, and ultimately, customer satisfaction.
 This research offers a unique perspective on optimizing digital marketing in the tourism sector by introducing a framework rooted in SOAR analysis. The proposed approach highlights the critical role of creating compelling content, leveraging social media platforms, and continuously evaluating results for sustained growth.
 This research analyses the current state of digital marketing in the Libyan hospitality sector using a SOAR framework (Strengths, Opportunities, Aspirations, and Results). Key findings reveal the sector's potential for growth, highlighting its rich cultural heritage, diverse landscapes, and untapped resources. The study also identifies opportunities for improvement, including website optimization, social media engagement, online reputation management, and data-driven decision-making. Ultimately, the research provides actionable recommendations to strengthen Libyan hospitality's digital presence and competitiveness in the global tourism market.

HARMONISING INTERNATIONAL LEGAL FRAMEWORKS AND SHARIAH PRINCIPLES IN THE CONTEXT OF MEDICAL TOURISM: AN ANALYSIS

Shariah-compliant medical tourism has grown into a specialised sector of the global medical tourism market that serves patients looking for medical care that complies with Islamic principles. For the sake of ensuring patient safety, ethical considerations, and the harmonisation of practises across borders, the role of international law in governing this special type of medical tourism is essential. The study first establishes a connection between the objectives of the Shariah (Islamic law) together with its salient principles and health in Islam. In this context, it is apparent that the relevant Shariah objectives and principles have a great influence on the delivery of healthcare services. The study, which is doctrinal in nature then explores the international law and how it relates to shariah-compliant medical tourism. Further, the study discusses universal values, human rights, and the protection of patient rights as they are stated in the international conventions. The purpose of this study is to critically analyse the relationship between the Shariah principles in the context of medical tourism with the standards prescribed in the international legal framework. From the study, it is obvious that the international legal standards can accommodate and respect Shariah requirements and has the potential to attract not only Muslims but also non-Muslims patients.