Tourism Business Research Articles

TERRITORIAL BRANDING TOOLS IN THE PUBLIC ADMINISTRATION SYSTEM: THEORETICAL AND PRACTICAL ASPECTS

This study addresses the significant role of territorial branding as a strategic tool in public administration, particularly in the context of increasing globalization and regional competition. As regions strive to distinguish themselves on the global stage, the establishment of unique territorial brands emerges as a means to enhance economic growth, social development, and the overall quality of life for local populations. The paper discusses the necessity of territorial branding in fostering a positive regional image, bolstering regional identity, and attracting investments while promoting tourism and local businesses. Despite the growing interest in this field, there remains a gap in the theoretical understanding of territorial branding and practical guidelines for its implementation within public governance frameworks. This research aims to explore the essence, functions, and mechanisms of territorial branding, providing insights into its impact on shaping a region's image and identity. It emphasizes the importance of developing comprehensive branding strategies that consider the socio-cultural and economic nuances of each area. The analysis includes a review of contemporary scholarly works, highlighting contributions from leading researchers in Ukraine. The findings suggest that successful territorial branding relies on local community engagement, effective communication, and the alignment of branding initiatives with the region's unique cultural and economic resources. The study ultimately advocates for the integration of innovative branding practices into public administration to address contemporary challenges and leverage opportunities for sustainable regional development. Through a methodical examination of existing literature and theoretical models, this paper identifies key factors influencing effective territorial branding, such as cultural heritage, natural resources, economic opportunities, infrastructure, and overall quality of life. By synthesizing these aspects, the research offers practical recommendations for policymakers and public administrators to enhance the effectiveness of territorial branding efforts in Ukraine and beyond. This study serves as a foundational resource for further exploration of territorial branding as an essential component of regional development strategies.

Impact of government support policies on firm performance of Vietnam’s small and medium tourism enterprises: The mediating role of competitive advantage

The government plays a decisive role in the general stability and sustainable development of the business community and tourism enterprises in particular. The recent Covid-19 pandemic has served as clear evidence of the government’s crucial support for tourism businesses. This study was conducted to explore and measure the impact of government support on the firm performance of small and medium tourism enterprises in Vietnam from the perspective of business leaders. Data were collected based on a survey of 798 leaders working in small and medium tourism enterprises. The results showed that government support before, during, and after the Covid-19 pandemic, through tax policies, credit policies, legal procedure support policies, and labor and social welfare policies, positively influenced firm performance through the mediating role of enhancing competitive advantage. However, this study found that digital transformation in small and medium-sized tourism enterprises had an insignificant impact on improving competitive advantage and firm performance. The results contribute to enriching the overall theory and provide policy and managerial implications for stakeholders in the future. AcknowledgmentThis research is funded by the Ministry of Education and Training of Vietnam with code B2023-DHH-02 under decision No. 2036/QD-BGDDT dated July 22, 2022. Furthermore, this study is the result of collaboration between a group of scientists from the Faculty of Law, Hue University, and School of Business and Economics, Duy Tan University. The authors would like to acknowledge the support and facilitation provided by both institutions for the publication of this article.

To Buy Social Tourism

The tourism business makes a significant effort to “sell more happiness” at a “higher price”. It succeeds, but nevertheless a certain group of tourists feel nostalgic for the authentic “social” experience from the “good old days” of a centrally planned economy in Bulgaria, and this is realized as a market niche in tourism. Different solutions are being sought, how both to profit from the “social” and to preserve its authenticity, and to have a modern touch. Happiness is given, it is not bought or sold, it is the result of the social health of a society, which, depending on how “steeped in the pursuit of profit”, makes people more or less satisfied with life. Two good practices in this segment in Bulgaria are considered.

ANALYSIS OF THE IMPACT OF COVID-19 AND THE RUSSIAN-UKRAINIAN WAR ON THE DEVELOPMENT OF INTERNATIONAL TOURISM IN GERMANY

Germany is one of the leading tourism countries in the EU, where international tourism contributes significantly to economic development, job creation and infrastructure. Germany is a popular destination for tourists, attracting millions of visitors annually. Major cities such as Berlin, Munich and Frankfurt are significant hubs for cultural and business tourism. This article examines the influence of the COVID-19 pandemic and the Russian-Ukrainian conflict on the German tourism industry between 2000 and 2023. The global pandemic resulted in a precipitous decline in international tourist arrivals due to the imposition of travel restrictions. However, following the lifting of these restrictions, the tourism industry began to demonstrate signs of recovery. The impact of the war also resulted in a reduction in the number of tourists and a shift in the structure of demand, with a greater focus on domestic tourism and neighbouring countries. Concurrently, Germany remains a significant tourist destination for a considerable number of European and international tourists. The article presents recommendations for enhancing the sustainability of the industry, particularly through market diversification, the integration of digital technologies and the development of novel tourism forms. Furthermore, the paper addresses the necessity for the tourism industry to evolve in order to meet the demands of a changing global landscape.

Navigating Uncertainty Through Resilience, Absorptive Capacity and Adaptive Performance in Shaping SME Exit Intentions in the Tourism Industry

This research examines how absorptive capacity and adaptive performance address the connection between entrepreneurs' resilience and their desire to leave their businesses among Small and Medium-sized Enterprises (SMEs) in the tourism industry. Specifically, this study focuses on tourism SMEs in Terengganu, Malaysia, a region heavily dependent on tourism as a key economic driver. The study integrates multiple constructs within the tourism entrepreneurship domain, including resilience, absorptive capacity, adaptive performance, and business exit intentions. A survey was conducted using self-administered questionnaires between October 2023 and December 2023, with valid responses from 205 tourism SMEs. The data were analysed using Partial Least Squares-Structural Equation Modelling (PLS-SEM). The results demonstrated a significant relationship between entrepreneurial resilience and the intention to exit the business, with absorptive capacity and adaptive performance acting as key mediators. The findings provide insights into how resilience helps entrepreneurs navigate challenges, sustaining their businesses amid uncertainties. The study offers strategic implications for tourism entrepreneurs, policymakers, and industry stakeholders by emphasising the importance of resilience and adaptive strategies in reducing business exit intentions. These insights contribute to a broader understanding of how entrepreneurial resilience, absorptive capacity, and adaptive performance interplay to influence critical business decisions, which can inform policies and interventions aimed at enhancing SME sustainability, particularly in emerging tourism markets.

Utilizing Machine Learning for Analysing Digital Marketing's Influence on Gen-Z Travellers’ Destination Selection

Digital marketing significantly influences travellers’ decision-making processes. This research aims to analyze the specific digital marketing strategies affecting Gen-Z travellers’ decisions. Machine learning techniques were employed to uncover key insights. Data were collected through a survey using a convenience random sampling of 346 university students in Thailand. Correlation analysis and machine learning approaches, such as logistic regression and neural network analysis, were used to explore the relationships between various digital marketing strategies and their impact on Gen-Z travellers’ destination choices. The findings indicate that Online Travel Agency (OTA) websites exert the most significant influence on Gen-Z travellers’ decision-making processes, with an odds ratio of 1.6879. This is followed by the use of social media marketing strategies and businesses having their own websites. To validate these results, an Artificial Neural Network (ANN) technique was also employed, confirming the importance of rankings derived from the logistic regression analysis. This research provides valuable insights into which digital marketing strategies most influence Gen-Z travellers’ decision-making processes. These insights can help tourism businesses make informed investments in digital marketing strategies, prioritizing those that align with the preferences of Gen-Z travellers.

Wings of progress: The economic and social impacts of low-cost carriers in the Philippines

Low-cost carriers (LCCs) have become a significant force in the Philippine aviation industry, providing affordable air travel and contributing to regional economic and social development. However, the full extent of their economic, social, environmental, and infrastructural impacts has not been comprehensively studied. This study aims to evaluate the economic and social implications of LCCs in the Philippines, focusing on tourism growth, job creation, business development, and the accessibility and mobility of the population. The study also explores environmental challenges and infrastructural strains caused by the expansion of LCC operations. A mixed-methods approach was employed, incorporating quantitative data analysis of tourism statistics, employment rates, business growth, and regional economic output. Qualitative data were collected through interviews and surveys with stakeholders, including passengers, local businesses, government officials, and environmental agencies. Statistical tools such as regression analysis and chi-square tests were used to determine significance levels in the findings. The results demonstrate that LCCs have contributed significantly to regional economic growth, with a 25% increase in tourist arrivals and a 30% rise in tourism revenue. Social impacts include enhanced travel accessibility, increased cultural exchange, and improved quality of life. However, environmental challenges, such as a 15% increase in carbon emissions, highlight the need for sustainable practices. The study recommends further investment in airport infrastructure, implementation of sustainable aviation practices, and ongoing government support for regional tourism. Future studies should focus on long-term environmental impacts and strategies for reducing carbon footprints.

Digital Technology-Based Marketing For Neglasari Tourist Village Bogor Regency

Tourist villages are currently becoming an alternative form of tourism by promoting the concept of interaction between nature, culture, and local wisdom. Bogor, as one of the regencies in West Java province, has various interesting tourist destinations to visit, both by local and international tourists. The location of Bogor Regency, surrounded by mountains such as Gunung Gede Pangrango, Gunung Halimun, and Gunung Salak, has various natural tourism potentials. One of the tourist villages in Bogor Regency that offers nature tourism is the Neglasari tourist village. The Neglasari tourist village is traversed by the Cisasa River. The flow of the Cisasa River is utilized by the managers of the Neglasari Tourist Village to offer water tourism packages such as body rafting and river tubing. This river tourism business has been operating since 2021. The Neglasari tourist village is not yet very popular and is not frequently visited by tourists. The average visitation rate is only 4-5 groups of visitors or 20-50 people each month. This is due to the lack of massive promotion and marketing. To increase tourist awareness, digital marketing needs to be carried out with a good concept and done sustainably by utilizing digital marketing platforms such as websites and social media. The community service team from the Faculty of Economics and Business, Pakuan University, conducted training and mentoring programs related to digital marketing for Neglasari Tourism Village. The results of this community service activity include the Neglasari Tourism Village website, social media promotion flyers, content marketing guide modules, and promotional videos for Neglasari Tourism Village.

Prospects of Agrotourism Development in the Region

For every nation, the era of transition to a market economy is marked by a severe lack of financial resources. Bringing in sectors of the economy that yield the fastest and most efficient returns is one strategy to develop and overcome this issue. Agrotourism, which is seen as a new trend in the tourism business, is one of these industries. The Samarkand region is used as an example to examine the scientific and theoretical underpinnings of agrotourism as well as its geographical characteristics in this article. Furthermore, an agrotourism map of the region was created by evaluating each location’s potential for agrotourism, classifying the regions based on how desirable they are for agrotourism, and identifying the facilities and resources available for agrotourism. Factors affecting the market of tourist services in the area were studied, and forecast values of the volume of tourist services were determined.

The Role of Brand Image in Mediating the Influence of Online Customer Reviews and Perceived Ease of Use on Purchase Decisions

The rapid development of technology and information has significantly impacted the online travel and tour business, including Penidago.com. This study aims to determine the effect of online customer reviews and perceived ease of use on purchasing decisions, and the role of brand image in mediating these effects on Penidago.com. A quantitative research design was employed, with a population consisting of all Penidago.com users. A sample of 100 respondents was collected using a questionnaire as the research instrument. The findings reveal that online customer reviews have a positive and significant effect on purchasing decisions, while perceived ease of use has a negative and insignificant effect. Additionally, online customer reviews positively and significantly affect brand image, while perceived ease of use has a positive but insignificant impact. Brand image positively influences purchasing decisions and partially mediates the relationship between online customer reviews and purchasing decisions. However, brand image does not mediate the effect of perceived ease of use on purchasing decisions

Creating authentic indigenous tourism experiences

As Indigenous tourism gains momentum worldwide, tourists are increasingly seeking authentic Indigenous experiences. Authenticity in Indigenous tourism stems from Indigenous people's unique worldview of the connection between humans and nature. However, little is known about what prompts Indigenous peoples to develop authentic and meaningful tourism experiences. This conceptual study explores the role played by the autonomous motivation of Indigenous tourism business owners in the creation, negotiation, and delivery of authentic experiences. Informed by self-determination theory, this paper discusses a continuum of motivation within an Indigenous tourism context and shows how various forms of motivation contribute to the creation of authentic tourism experiences. Place relatedness is identified as a pivotal determinant in Indigenous people's autonomous motivation to engage in tourism activities.

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