Sustainable Tourism Practices Research Articles

Transitioning from green screens to green scenes: Exploring how short videos influence Gen Z’s choice of eco-conscious travel destinations

The digital era has brought immense attention to the tourism industry through the pervasive influence of social media. Social media content profoundly shapes travel aspirations among the Chinese Generation Z, mainly through short videos. This study aims to unravel the intricate dynamics between short videos and Gen Z’s travel preferences, shedding light on their motivations, environmental consciousness, and adoption of sustainable tourism practices. Three regression models were applied in this study to shed light on this correlation. The initial model examines factors influencing the general travel intentions of Chinese Gen Z. The subsequent model delves into determinants affecting the adoption of responsible tourism practices among Gen Z. Then, the last model identifies factors contributing to tourism-related environmental awareness among this population. Through empirical analysis conducted via a structured questionnaire administered to 506 Chinese Gen Z individuals, this study’s findings confirm that well-crafted short videos significantly impact the travel intentions of Chinese youth, thereby fostering responsible tourism practices and increasing environmental consciousness. This highlights the pivotal role of argumentation quality and source credibility in shaping Gen Z’s travel intentions, underscoring the importance of credibility in promoting responsible tourism practices and environmental awareness. Furthermore, this study analysis reveals that females exhibit greater susceptibility to the influence of short video content on travel decisions than males. In conclusion, this study emphasizes the critical role of integrating short video content into marketing strategies within the tourism sector, particularly in the Gen Z demographic.

Understanding The Impact of Culture as A Destination Image Attribute on Sustainable Tourism

This study aims to underscore the pivotal role of cultural attributes in shaping destination image and examines their implications for sustainable tourism. Through a comprehensive review of relevant literature, the study proposes a conceptual framework to delve into the multifaceted effects of cultural attributes on destination image formation and offers strategies and guidelines for fostering sustainable tourism practices. The findings of the study underscore the significance of cultural attributes in bolstering the competitiveness of destination images in sustainable tourism, while also analyzing their interconnectedness across social, economic, and environmental dimensions. The societal impact of this study lies in highlighting the pivotal role of cultural attributes in shaping perceptions and allure associated with destination images, thereby furnishing a vital reference point for crafting and executing a targeted research agenda in urban tourism. Ultimately, this study furnishes a valuable theoretical framework and perspective conducive to the advancement of sustainable tourism endeavors.

Enhancing Educational Strategies for Sustainable Tourism in the Geopark Area: A Case Study Geopark Maros Pangkep

Tourist destinations in ecologically sensitive areas face significant challenges in balancing visitor management with conservation efforts. The Rammang-Rammang Karst Area in Maros District, part of the proposed UNESCO Global Geopark Maros-Pangkep, exemplifies these challenges. This study investigates current visitor management strategies in Rammang-Rammang, focusing on physical, regulatory, economic, and educational approaches. Methodologically, the research employs a qualitative descriptive analysis through a case study approach. Data collection includes on-site observations, interviews with key stakeholders such as local tourism authorities, Geopark management, community-based tourism groups, and tour guides, supplemented by document analysis. Triangulation of data ensures reliability and validity. Key findings highlight the effectiveness of existing strategies in managing visitor impacts on both the environment and local culture. Challenges identified include inadequate infrastructure and inconsistent enforcement of regulations. Educational initiatives show promise in raising visitor awareness but require enhancement. The study concludes by recommending integrated strategies that strengthen regulatory frameworks, improve infrastructure, and enhance visitor education to achieve sustainable tourism practices in Rammang-Rammang. This research contributes insights applicable to similar karst landscapes globally, emphasizing the need for tailored approaches that harmonize conservation goals with socio-economic benefits. By addressing these challenges comprehensively, this study aims to support the long-term sustainability and resilience of ecotourism in Rammang-Rammang and comparable geological formations worldwide.

BAWAH RESERVE: EXPLORING THE POSSIBILITIES OF SUSTAINABLE LUXURY TOURISM ON ANAMBAS ISLAND

This article publication aims to examine the Bawah Reserve’s efforts towards sustainability, a luxury resort located on remote and marine conservation area Anambas Island, Indonesia. Its appeal is based on luxury, but it also offers insights into the small island’s nature and community development. By analyzing the content based on the grounded theory approach, this study sheds light on the opportunities that arise when striving for both opulence and environmental responsibility in the context of tourism. The paper attempts to address how eco-luxury is projected by management and perceived by customers and community. A qualitative study was adopted, and the findings identify four themes: Sustainable Management, Sustainable Socioeconomic Benefits, Cultural Heritage and Reduced Cultural Impacts, and Environmental Protection and Conservation. The findings of sustainable tourism practices in Bawah Reserve, such as tourism packages based on natural conservation and community empowerment as well as eco-friendly infrastructure and operations add to the literature review and case studies in the field of sustainable luxury tourism, the majority of which focus on Bali or Maldives. This study offers insights for achieving a harmonious balance between luxury tourism and sustainability on a remote island within the Indonesian context.

Open innovation big data analytics and its influence on sustainable tourism development: A multi-dimensional assessment of economic, policy, and behavioral factors

This study investigates the increasingly important issue of sustainable tourism development through the lens of Big Data analytics, economic considerations, and policy frameworks. Guided by the Theory of Planned Behavior, we formulated seven hypotheses to explore how these variables impact attitudes, subjective norms, perceived behavioral control, intentions, and actual engagement in sustainable tourism. Using a questionnaire-based survey we collected data from N=398 respondents and employing Structural Equation Modeling (SEM) for data analysis, we found substantial evidence supporting our hypotheses. Findings revealed that Big Data analytics significantly influence attitudes towards sustainable tourism. Economic factors shape societal norms and expectations regarding sustainable tourism, whereas policy frameworks impact individuals' perceived control over sustainable tourism activities. The study also confirmed that positive attitudes towards sustainable tourism led to higher intentions to engage in such practices, which in turn are predictive of actual engagement. Furthermore, societal norms and perceived behavioural control were found to be significant predictors of both the intention to engage in and the actual engagement with sustainable tourism practices. Overall, the results indicate that Big Data analytics play a significant role in shaping attitudes and behaviors towards sustainable tourism. Moreover, economic and policy considerations were also found to be key determinants. This research not only fills a scholarly gap but also provides actionable insights for policymakers and business stakeholders in the tourism sector.

Latent Factors of Sustainable Tourism Practices and Green Hospitality Measures in Gilgit Baltistan, North Pakistan

The tourism activities and hospitality services are part and parcel to each other; therefore, adaptation of green management within hospitality services is inevitable for development of tourism in sustainable way. The current study therefore determines the factors responsible for development of tourism in sustainable way and green management within hospitality entities throughout Gilgit Baltistan (GB) region. Quantitative data through a structured set of questionnaire is acquired from the registered hospitality units of the study area including hotels and guest houses. Yamane’s formula is used to specify the sample size from the targeted population. Following the result of applied formula, 177 hospitality managers out of 499 total registered hospitality units are approached from all the three divisions of Gilgit Baltistan. To determine the latent factors, factor analysis is applied on the data through statistical software. To ensure the appropriateness of the statistical analysis, Kaiser-Mayer-Olkin (KMO) and Bartlett’s test‎‎ is applied initially. KMO sampling adequacy of 0.626 and Bartlett’s test of sphericity with most significant value of (p < 0.001) endorsed the appropriateness of the proposed analysis. Rotated Components Matrix through Kaiser Normalization concluded seven latent factors with different components of variances including six factors related to hospitality management services. Hence green management in hospitality is necessary for sustainability in tourism.

Expanding records of occurrence of the whale shark (Rhincodon typus) in The Bahamas and a call for sustainable tourism practices.

This report updates our understanding of whale shark occurrences in The Bahamas by drawing upon a variety of data sources. Our findings reveal previously unreported sighting locations, often associated with tourism activities, underscoring the pivotal role played by nontraditional data sources in addressing knowledge gaps. These revelations emphasize the ongoing necessity for monitoring efforts. Additionally, we have found cases that raise concerns related to unregulated human-shark interactions in the region, highlighting the pressing need for sustainable tourism practices within Bahamian waters.

THE IMPORTANCE OF ECO-TOURISM DEVELOPMENT ON THE EXAMPLE OF SPECIALLY PROTECTED NATURE AREAS OF RA IN THE CONTEXT OF ECONOMIC DEVELOPMENT OF THE REGIONS

The article explores various aspects of the potential for ecotourism development within Armenia's Specially Protected Nature Areas (SPNA’s). With growing global interest in sustainable travel practices, ecotourism presents a promising avenue for promoting conservation efforts while simultaneously providing socio-economic benefits to local communities. Armenia's SPNAs, characterized by their rich biodiversity and unique landscapes, offer an ideal setting for ecotourism initiatives, however, challenges such as inadequate infrastructure, limited visitor facilities, insufficient marketing strategies and absence of data analytics hinder the realization of ecotourism potential in SPNA’s. By capitalizing on the natural and cultural assets of SPNAs and adopting sustainable tourism practices, Armenia has the opportunity to establish itself as a leading ecotourism destination in the region, attracting environmentally conscious travelers and contributing to the country's socio-economic development. The primary objective of the article is to assess the existing situation of the recent 5 years by providing respective data analysis, as well as highlight the gaps and opportunities, ultimately striving for a balanced and sustainable outcome both for affected communities and natural ecosystems.

Exploring Local Perspectives in Hospitality and Tourism Growth in Quirino Province

Purpose of the study: This study examines the development of Hospitality and Tourism in Quirino Province, including social, cultural, economic, and environmental effects, with a focus on local perspectives. Methodology: It uses the community-based tourism (CBT) framework to evaluate residents' perceptions of the effects of tourism, both positive and negative and assesses the attitudes of 200 residents towards tourism and its socio-cultural impacts through a structured questionnaire. Main Findings: The preliminary findings suggest that individuals have a favorable outlook on different aspects of life, particularly emphasizing the importance of preserving culture and raising awareness about heritage. Applications of the study: The study provides valuable insights for policymakers, tourism planners, and community leaders in promoting sustainable tourism practices in Quirino Province. Novelty/Originality of the study: This unique and innovative study examined and assessed the local viewpoint on the development of hospitality and tourism in the province of Quirino.

A consensus map for Ladakh’s development as potential geotourism destination: key drivers

PurposeGiven the prevalence of protecting geoheritage tourism sites, Ladakh has enormous potential. However, Ladakh’s potential and developments in its growth as a geotourism destination have received scant consideration. As such, this paper aims to explore Ladakh’s key drivers as a potential geotourism destination through cognitive dissonance and protection motivation theories.Design/methodology/approachThis paper conducted in-depth interviews with 86 geoscientists and tourism professionals to assess Ladakh’s potential as a geotourism destination. This paper used a qualitative approach to congregate four constructs based on the image difference of the consensus map.FindingsBecause of the interviewees’ heterogeneity and uniqueness, meaningful constructs in the consensus were included for each figure and cloud words. This paper concluded that four drivers are the main forces behind geotourism development.Originality/valueThis paper explores the drivers – geotourism services, legislative requirements, experiential geotourism and SPARC (scientific, preservation, aesthetic, recreational, cultural) values – affecting geotourism in Ladakh. It is feasible to lessen the negative effects of overtourism and make sure that Ladakh’s distinctive nature is preserved for future generations by implementing sustainable tourism practices.

Improving tourism resilience through Cultural Routes. An exploratory analysis of the Italian case “Via Francigena”

Cultural routes have been recognized as effective social innovation projects to promote tourism development in marginal areas. However, the resilience of these routes, particularly in the face of external shocks and disruptions, remains a critical area of investigation. This study examines the role of cultural routes (as social innovation projects) in improving the resilience of these marginal areas after pandemic crisis. The research draws upon a combination of secondary data provided by ISTAT for assessing the marginality of the study areas and primary data on the impact of the "Via Francigena" project obtained through 32 interviews with managers of accommodation facilities (B&Bs, hostels, farm stays, hotels) located along the route itself. The findings of this study reveal that cultural routes offer significant opportunities for tourism development in marginal areas. Firstly, they serve as unique selling points, showcasing the cultural heritage and authenticity of these regions. Cultural routes provide a compelling narrative that attracts tourists seeking immersive experiences, promoting sustainable tourism practices and economic growth in these areas. Secondly, cultural routes act as catalysts for local community engagement and empowerment. By involving residents in tourism-related activities and initiatives, cultural routes foster a sense of pride, ownership, and entrepreneurship among the local population. The socio-economic benefits of the project determine a diversification of income sources and increase the resilience of communities located in the most marginal areas of the Apennines. However, a successful implementation of cultural routes to develop tourism and community resilience in marginal areas requires overcoming various challenges. These include limited resources, the need for a cultural change and the need for collaborative efforts among multiple stakeholders, including government bodies, local communities, tourism operators, and cultural organizations. This research contributes to the understanding of cultural routes as a powerful tool for tourism development in marginalized areas. The findings provide valuable insights for policymakers, tourism planners, and destination managers in leveraging the potential of cultural routes as social innovation projects. By capitalizing on the cultural heritage of these areas, cultural routes can drive economic growth, improve community well-being, preserve environmental heritage and thereby increase the economic resilience of communities. In conclusion, this research enhances our understanding of tourism resilience through the case of Via Francigena, demonstrating its relevance as a model for other cultural routes. By identifying key strategies and factors that contribute to resilience, this study informs effective planning and management approaches for the long-term sustainability of cultural tourism destinations and the preservation of cultural heritage. Future research should focus on evaluating the long-term impacts of cultural routes on tourism development, assessing visitor satisfaction, and investigating the potential replication of these projects in different marginal areas.

DIGITAL MARKETING IN TOURISM: A REVIEW OF PRACTICES IN THE USA AND AFRICA

Digital marketing has become an indispensable tool in the tourism industry, shaping the way destinations engage with travelers and promoting economic growth. This study provides a comprehensive review of digital marketing practices in the USA and Africa, shedding light on the similarities, differences, and emerging trends. In the USA, a mature and competitive tourism market, digital marketing strategies are highly sophisticated. Utilizing platforms such as social media, search engine optimization (SEO), and content marketing, American destinations strive to capture the attention of a diverse and discerning audience. The integration of data analytics and personalized marketing campaigns has allowed for precise targeting, enhancing the overall effectiveness of promotional efforts. Additionally, the USA's tourism industry has embraced influencer collaborations and immersive technologies to create compelling narratives and experiences. Contrastingly, in Africa, the digital marketing landscape is characterized by a blend of traditional and modern approaches. While some regions are still grappling with infrastructural challenges, others are leveraging digital platforms to showcase their rich cultural and natural attractions. Social media campaigns, mobile applications, and partnerships with travel influencers are gaining traction to enhance visibility. Moreover, the emergence of online travel agencies and booking platforms has facilitated easier access for international tourists interested in exploring the diverse offerings of the African continent. Despite regional disparities, both the USA and Africa face common challenges such as ensuring data privacy, adapting to rapidly evolving technologies, and fostering sustainable tourism practices. As the tourism industry continues to recover from global disruptions, the importance of digital marketing as a catalyst for growth and resilience cannot be overstated. This study contributes to the understanding of digital marketing in tourism by presenting a comparative analysis of practices in the USA and Africa. The insights derived from this review offer valuable guidance for industry stakeholders, policymakers, and marketers seeking to navigate the dynamic landscape of digital promotion in the tourism sector.
 Keywords: Digital Marketing, USA, Africa, Business, Innovation, Review.

Sustainable Labels in Tourism Practice: The Effects of Sustainable Hotel Badges on Guests’ Attitudes and Behavioral Intentions

Sustainable practices are becoming increasingly important to tourists and hotel guests. As a result, destinations, hotels, and booking platforms are implementing eco-friendly practices and displaying sustainable badges to communicate their efforts to guests. While the use of sustainable badges increases the visibility of eco-friendly hotels, it is unclear whether they actually influence guests’ choices. This study aimed to explore the effects of the presence of sustainable badges and the awareness of sustainable practices on tourists’ attitudes and behavioral intentions using an experimental design. People who previously used a hotel-booking platform were randomly assigned to four hotel-booking scenarios with the manipulated presence of sustainable badges and awareness about sustainable practices on the website. The data analysis techniques included an analysis of variance, moderation, and a mediation analysis. The study’s results provided empirical evidence that the presence of a sustainable badge could have a positive impact on guests’ attitudes toward a hotel and intentions to book a hotel. These results contributed to the body of knowledge on the impact of sustainable practices, addressed an attitude–behavior gap between tourists’ attitudes and behavioral intentions, and provided valuable insights for destination management organizations, hotel managers, booking platforms, and policymakers interested in promoting sustainable tourism practices.

Sustainable Tourism Practices in the Post-Covid Era: Lessons from Southern Africa

For several decades, the southern African region, with its diverse natural and cultural attractions, has been an uninterrupted prime destination for sustainable tourism. However, the devastating Covid-19 pandemic presented severe challenges to the global tourism industry, crippling several businesses. The effect was more pronounced especially in the global south, including southern Africa which is confronted by a multitude of challenges. Meanwhile, this crisis presented opportunities for the adoption of sustainable tourism practices in the post-Covid era. This paper provides insights into sustainable tourism practices in the post-Covid era, drawing lessons on how the southern African region survived the crisis. The paper discusses the concept of sustainable tourism and its importance in the post- Covid era. Furthermore, it explores the impact of the pandemic on the tourism industry in southern Africa and the need for sustainable tourism practices. Sustainable tourism practices that have been adopted in the region, such as community-based tourism, eco-tourism, and responsible tourism are discussed. This paper highlights the lessons that can be learned from sustainable tourism practices in southern Africa in the post- Covid era. These lessons can be applied globally to promote sustainable tourism and ensure the resilience of the tourism industry in the face of future crises.

Voluntourism in the Context of Community-Based Tourism, and Regenerative Tourism: A Theoretical Exploration Focusing on Responsibility

The paper examines the theoretical interconnection between the concepts of voluntourism, community-based tourism, and regenerative tourism. Voluntourism, widely criticized for its implementations unethical towards local environment and community, is re-evaluated in the light of community-based and regenerative tourism principles including unequal power dynamics and questionable long-term benefits to host communities. This paper claims that re-imagining voluntourism within the framework of regenerative tourism offers a new perspective. Regenerative tourism, characterized by its commitment to restoring, revitalizing, and enhancing the wellbeing of both natural environments and local communities, can serve as a guiding principle for voluntourism programs. Community-based tourism is integral to this theoretical exploration, as it emphasizes local participation, cultural and natural preservation, and economic empowerment. When voluntourism aligns with community-based tourism principles, it shifts its focus from short-term, self-serving actions to responsible community-driven initiatives. By channelling the motivation and resources of volunteers towards community-led regenerative initiatives, voluntourism can contribute to positive, lasting impacts. Ethical reflection is done within the actors only. This paper is theoretical; however, its purpose is in the pragmatism of tourism concept development. It concludes to enhance the understanding of voluntourism's potential to transition from a problematic form of tourism to an ethical and responsible force for change. By reconciling voluntourism with the principles of regenerative tourism and community-based tourism, this paper aims to provide a theoretical foundation for the development of more responsible and sustainable tourism practices. In doing so, it strives to contribute to the theoretical knowledge surrounding alternative and socially sustainable tourism concepts.

An Importance–Performance Analysis Approach to a Tourism Destination: the Case of Lisbon Metropolitan Area, Portugal

Pull factors, the attributes of a specific location, matter in tourism. These factors encompass the distinctive characteristics and alluring features that attract tourists to a destination, their importance and performance influencing the decision-making process and overall experience. A clear comprehension of this concept is crucial for destinations' economic vitality as they compete for tourists and strive for economic expansion and employment prospects. Indeed, an in-depth knowledge of these factors' importance and performance underscores the need for regions to adjust their approach to evolving tourist preferences. This adaptation is crucial to fostering responsible and sustainable tourism practices that safeguard cultural and natural resources. However, besides learning about the factors considered critical by tourists to visit a location, it is paramount to analyse how they evaluate the performance of each of these factors while staying there.This study focuses on the Lisbon Metropolitan Area (LMA), Portugal, and the findings will provide essential insights into destination competitiveness, sustainable tourism development, and the creation of unique travel experiences. As a destination that gained popularity, attracting tourists from all over the world, it is necessary to comprehend the specific factors that contribute to this vibrant region's allure and how it performs regarding them. The research will use the Importance-Performance Analysis to make data interpretation accessible and suggest relevant measures to improve competitiveness based on optimising the allocation of resources among the various factors/attributes analysed. The research incorporates numerous criteria categories, including historical significance, urban appeal, natural scenery, culinary experiences, cultural heritage, and aspects like streets' cleanliness, transport availability, or health emergency infrastructures. The study's conclusions will impact Lisbon region's (LMA) tourism and destination management. By understanding what factors are more important for tourists that visit the area and their evaluation of the performance of each of these factors, stakeholders can improve marketing, infrastructure, and the visitors' experience to promote sustainable development and maintain Lisbon's standing as a top tourist destination for rewarding and enlightening experiences. Relevant data is also provided to inform future tourism initiatives. This study adds to the academic discussion of location competitiveness and unique travel experiences.

Paradisiacal Lived Experiences of Tourists in Islas de Gigantes

This study explores the viewpoints and experiences of tourists at Islas de Gigantes, a captivating tourist destination located in the Philippines. This research aims to unravel the complex factors that influence tourists' perception of Gigantes as an authentic paradise, using a combination of interviews and observations. This study explores the underlying motives of tourists, their interactions with the local environment and community, and their overall level of contentment during their travels. Moreover, it carefully examines the complex relationship between tourism and the remarkable variety of biodiversity of plants and animals found on these islands. It places special importance on the long-term viability of activities like scallop harvesting and their compatibility with efforts to protect the environment and promote the welfare of local communities. This analysis examines the economic consequences of tourism for local communities, emphasizing the crucial role that tourism plays in promoting local economic growth while also acknowledging the possible disruptions that may occur. The study reveals intricate patterns and underlying patterns, enhancing our understanding of idyllic travel experiences. This research considerably contributes to the global discussion on paradisiacal locations by exposing these findings to a comparison analysis with previous literature. Additionally, it provides practical suggestions to individuals involved in the tourism industry, highlighting the significance of responsible and sustainable actions that protect the natural surroundings and conserve the local cultural heritage. Although acknowledging the inherent constraints of any research undertaking, this study provides guidance for future inquiries. This statement proposes potential areas for future research, including longitudinal studies and evaluations of climate resilience, with the aim of improving the sustainability and resilience of tourism in picturesque locations in an increasingly volatile world. This research offers valuable insights into the enticing appeal of Islas de Gigantes, as well as enhances our comprehension of how pleasant destinations can coexist harmoniously with the environment and local communities, serving as an exemplary model for responsible and sustainable tourism practices worldwide.

Indigenous Games as a Catalyst for Sport Tourism Development in South Africa

This preliminary study seeks to investigate the role of indigenous games as catalysts for sport tourism development in South Africa. By employing a mixed-methods approach, qualitative data will be gathered through in-depth interviews with key informants, including government officials responsible for cultural affairs, organizers of indigenous games, and various stakeholder groups. Quantitative data on its part will be sourced from residents in host communities and from event participants and spectators. By examining multi-stakeholder perspectives on the phenomenon, the research aims to provide a comprehensive understanding of how indigenous games can be utilised as tools for sport tourism development in South Africa. The anticipated outcomes of the study include insights into the ways indigenous games can enhance South Africa's appeal as a sport tourism destination. Understanding key stakeholders’ perspectives regarding indigenous games could reveal the potential areas of leveraging indigenous games for sport tourism. The implications of this research could be far-reaching, offering guidance to policymakers, tourism boards, and cultural organisations involved in their hosting. By recognizing the value of indigenous games in the broader context of sport tourism, stakeholders could develop strategies to promote sustainable tourism practices, preserve cultural heritage, and foster inclusive economic growth. This study's outcomes should contribute to the ongoing discourse on the intersection of culture, sports, and tourism, emphasising the importance of indigenous games as a unique and underexplored asset in South Africa's sport tourism landscape. Ultimately, the findings could inform initiatives that capitalise on the synergies between cultural heritage and tourism for the benefit of both local communities and the broader South African economy.

ДЕТЕРМІНАНТИ ПІСЛЯПАНДЕМІЧНОГО ВІДНОВЛЕННЯ ПОТЕНЦІАЛУ СЕРЕДЗЕМНОМОРСЬКОГО ТУРИЗМУ

The article analyzes the dynamics of the functioning of the Mediterranean tourist market based on the distribution of international inbound flows of vacationers and the amount of income in the country, which is determined by the modern challenges of the globalized world. It was noted that the COVID-19 pandemic had an extremely negative impact on the tourism industry in the Mediterranean region, which led to economic losses, job losses, and a decrease in the number of international tourist arrivals. With the aim of sustainable and post-Covid development of the tourism sector, the Mediterranean countries outlined the determinants of economic recovery such as: joint development of cross-border tourism products and packages, transport and technology development as one of the key priorities, the acceleration of digital channels implementation for the promotion and sale of tourist services, the promotion of domestic tourism, the implementation of sustainable tourism practice. It is emphasized that ambitious, ecological and inclusive roadmaps for the recovery of the leisure industry are needed at the local, national and regional levels.

Digitalizing Tourism and Interactive Navigation: A Case Study of Pakistan

The emergence of technology-driven tourism is transforming Pakistan's economic landscape, prompting a detailed examination to improve tourist experiences and streamline tour planning. This study introduces a customized application framework and User Interface (UI) design to assist tourists in effortlessly locating accommodations, dining options, attractions, and leisure spots while exploring Pakistan's diverse demographic appeal. Through a structured questionnaire merging Information Technology (IT) and Pakistan's tourism industry, primary data is meticulously analyzed, revealing the pivotal role of digitization and innovation in enhancing ongoing tourism events. Descriptive and correlational analyses highlight the widespread preference among tourists for using mobile applications and social media platforms for vacation planning, with a notable 62.4% of male respondents among 398 participants. Using insights utilizing from the survey, interactive maps provide comprehensive information on tourist locales, historical contexts, imagery, and transit routes, thereby enriching navigation experiences. This research's significance lies in its potential to revolutionize Pakistan's tourism sector through digitization and interactive navigation, enabling the country to leverage its rich cultural heritage and diverse attractions to attract a broader range of visitors. Through the development of user-friendly applications and initiatives, Pakistan can enhance its economic outlook and promote sustainable tourism practices, ensuring long-term viability and inclusivity within the industry.