Tourism Organization Research Articles

Development of Disabled-Friendly Tourism Infrastructure: Providing Accessibility for All Tourists

This research aims to assess the level of accessibility of tourism infrastructure for people with disabilities and analyze the challenges faced in its development. Qualitative research method was employed with descriptive analysis of data from sources such as the Central Statistics Agency (BPS), World Tourism Organization (UNWTO), and previous studies. The findings indicate that tourism infrastructure is still far from adequate in meeting the needs of tourists with disabilities. Lack of regulations, budget constraints, and insufficient staff training are the primary challenges. As a solution, the Development Model of Disability-Friendly Tourism Infrastructure is recommended, including physical design considerations for accessibility, staff training, and provision of easily accessible information. Collaboration among government, tourism industry, and civil society is crucial in creating a more inclusive tourism environment.

Exploring the Role of Destination Management Organizations (DMOs) in Leveraging Social Media as a Destination Marketing Tool: Insights from Himachal Pradesh

TOURISM: Tourism is the movement of people to destinations outside their usual environment for various reasons, including leisure, business, or other purposes. These visitors' activities, known as the visitor economy, can have a significant impact on the visited locations economically, socially, and culturally. This can involve enjoying recreational activities, relaxation, and pleasure, often with the help of established businesses offering services and experiences. Tourism is a multifaceted and dynamic industry that has evolved significantly over the years. It encompasses the movement of people to destinations outside their usual environment for personal or recreational purposes, contributing substantially to the global economy and generating employment opportunities and income for millions. The tourism industry can be broadly categorized into two primary types: international tourism, where tourists travel to foreign lands, and domestic tourism, where tourists explore their own country. The most frequently visited countries by international tourists include France, Spain, the United States, China, Italy, Turkey, Mexico, and the United Kingdom. Tourism serves as a crucial industry, providing employment and income to millions of people worldwide and contributing significantly to the economies of various nations. The steady rise in popularity of tourism since the 1950s can be attributed to advancements in technology, the proliferation of the internet, the increasing availability of paid vacations, demographic changes, and media exposure. The tourism life cycle, proposed by Professor Richard Butler, consists of four stages: initial discovery, growth, decline, and regeneration. This model helps us understand the pattern of popularity that tourist destinations follow. Tourism is not limited to leisure activities; it also includes business tourism, cultural travel, environmental effects of aviation, international tourism advertising, medical tourism, and science tourism, among others. The United Nations World Tourism Organization (UNWTO) plays a crucial role in promoting responsible, sustainable, and universally accessible tourism, providing statistics and insights on key indicators for inbound and outbound tourism globally. In conclusion, tourism is a complex and multifaceted industry that has a significant impact on the global economy and local communities. It encompasses various forms, including international and domestic tourism, and serves as a crucial source of employment and income for millions of people worldwide.

A social media adoption strategy for cultural dissemination in municipalities with tourist potential: Lamas, Peru, as a case study

Social media is commonly used by governments to disseminate information related to transparency and institutional promotion, but its potential for the dissemination of cultural resources is often overlooked. This research proposes a strategy for adopting social media to achieve cultural dissemination in the municipality of Lamas, Peru, which has tourism potential and has been awarded the “Best Tourism Villages” seal of the World Tourism Organisation. Methodologically, we propose a case study at a propositional exploratory level. We start by determining the current state of dissemination of tangible and intangible resources, as well as the practical use of social media, through a survey of 20 officials. The results reveal that crafts are the most widely disseminated tangible resource in the municipality (according to 55% of officials), and intangible resources are occasionally disseminated (50%). We also find that Facebook is the only digital channel used to disseminate cultural information. In this context, we formulate a strategy for adopting social media to improve cultural dissemination, which consists of six phases: (i) forming a work team, (ii) preparing a budget plan, (iii) strengthening capacities, (iv) taking inventory of cultural resources, (v) coordinating community interests and (vi) preparing a cultural dissemination plan. The findings can contribute to formulating public initiatives for the institutionalisation of social media in governments for the purposes of preserving, promoting and guaranteeing the accessibility of cultural heritage.

How to create team design in tourism and hospitality organizations: Through team‐level autonomy and task interdependence

AbstractTeam‐based organizational structures have been widely adopted in tourism and hospitality firms. Based on socio‐technical systems theory, this study focused on two critical components of team design: team‐level autonomy and task interdependence. The impacts of these elements on team outcomes vary by context (e.g., organizations and task types). Exploration of these features' relationships with teamwork processes in tourism and hospitality settings is thus warranted. This study took a social process (i.e., team communication) as a mediating mechanism to explain team‐level organizational phenomena. A total of 312 responses from tourism and hospitality employees were collected through Qualtrics. Structural equation modeling using the R Lavaan package showed that team‐level autonomy and task interdependence were positively and indirectly related to team performance through team communication. Also, their interaction was positively associated with team outcomes. These findings contribute to the team effectiveness literature and provide tourism and hospitality organizations with practical guidance.

The Impact of Machine Translation on the Development of Tourism Translation From the Perspectives of Translators and Experts in Saudi Arabia

Regardless of its distinction for touring and tourism communication, the subject of machine translation has not been dealt with regarding tourism investigation. This study aims to bridge this gap in knowledge by exploring machine translation (MT) technology in the development of tourism translation from the perspectives of translators and translation experts in Saudi Arabia. To attain the three objectives of the study, the researcher applied the quantitative approach. For data gathering, a 12-item opinion poll was disseminated among a random sample group that consisted of 80 translators and translation experts who were selected at random from several Saudi universities, top translation services companies, and tourism organizations during the current academic year 1445/AH/2024 CE. The findings of this study discovered that many translators and translation experts had positive perspectives on utilizing machine translation (MT) technology in the development of tourism translation around the world today in general and Saudi Arabia in particular. Moreover, the perspectives of these translators and translation experts on the difficulties and intricacy confronted in applying machine translation (MT) technology in the tourism translation industry were highly positive. Over half of the participants (51.42%) perceived that machine translation (MT) can help overcome obstacles encountered by translators in the field of tourism. The findings revealed that translators and translation experts in the realm of the tourism industry have a promising future thanks to the relationship between machine translation (MT) and tourism translation.

Data Sources as a Driver for Market-Oriented Tourism Organizations: A Bibliometric Perspective

This paper introduces a conceptual framework that captures both current and future perspectives of data-driven tourism companies by analyzing the data sources utilized in tourism research literature and the associated research topics. To achieve this, a bibliometric analysis of data-driven tourism research was conducted. The study encompasses tourism-related publications that relied on data sources from 1982 to 2020. The findings reveal fundamental bibliometric performance indicators and science mapping, identifying key research themes and their conceptual evolution. Three major thematic areas emerge: tourism research topics, information sources, and data analysis techniques. From these areas, a conceptual model of data architecture and processes for data-driven organizations in the tourism sector is developed. Additionally, a qualitative analysis of these thematic areas is performed.

Customers’ intention to use virtual reality in tourism: a comprehensive analysis of influencing factors

Purpose The emergence of virtual reality (VR) has the potential to revolutionize various industries, including tourism, as it delivers a simulated environment that closely emulates real-life experiences. Therefore, this study aims to explore how the factors, i.e. enjoyment, emotional involvement, flow state, perceived privacy risk, physical risk and cost, influence the customers’ intention to use VR for tourism. Design/methodology/approach This study integrates the technology acceptance model, hedonic consumption theory with other factors, including cognitive response, authenticity, perceived privacy risk, perceived physical risk, perceived cost and perceived presence. Partial least squares structural equation modelling approach was used to test the proposed research model. Findings The finding based on the sample of 252 respondents revealed that authenticity is the most influential factor impacting behavior intention followed by perceived cost, attitude, cognitive response and enjoyment. Also, the study supported the moderating impact of personal innovativeness between attitude and behavioral intention to use VR for tourism. Practical implications The findings of the study offers practical implications for service providers, site managers, destination marketers, tourist organizations and policymaker to develop more effective strategies for offering VR services for tourism. Originality/value This study enriches the current understanding of VR adoption in context of tourism with empirical evidences.

Tourism and the United Nations Sustainable Development Goals

Contemporary society has experienced a significant evolution in its engagement with sustainability, driven by various factors, including global initiatives such as the United Nations (UN) Global Compact (2000), further energized by the 2030 Agenda and its Sustainable Development Goals (SDGs). This study explores the interplay between tourism and these UN’s Sustainable Development Goals, employing a bibliometric analysis of scholarly literature, with findings processed through Iramuteq software. The investigation reveals that academic discourse connects tourism to 13 of the 17 SDGs outlined in the UN’s 2030 Agenda, with a predominant focus on SDG 8 – decent work and economic growth. Notably, the analysis uncovers a discrepancy in the scholarly treatment of SDG 14 – life below water, which, despite being earmarked by the World Tourism Organization (UNWTO) as a critical area for tourism, receives limited attention, in contrast to SDG 11 – sustainable cities and communities. The study concludes that the academic exploration of the nexus between tourism and the SDGs has been relatively superficial, lacking depth in the context of the broader tourism and sustainability discourse.

Factors for the Success of Tourism Startups During the Pandemic

Due to the pandemic caused by the SARS-CoV-2 virus, numerous sectors of the world economy were practically paralyzed, and tourism activity can be highlighted as one of the main ones. Given that, tourist attractions, equipment, services, and tourist infrastructure sought ways to overcome this moment of crisis. However, only a few were successful. Tourism organizations linked to digital environments, which sought to innovate in the market, faced greater challenges and effectively dealt with the uncertainty environment created by Covid-19, were the ones that stood out the most. These companies that survive during a risky scenario, which have a technological base and a scalable, sustainable, and repeatable business model, are currently called Startups. Therefore, this study aims to analyze and identify the main critical factors for the success of tourism startups during the pandemic, using real examples of organizations that were successful in this period as the main basis for extracting information.

Encouraging Religion and Sustainable Tourism as a Conception of Indonesian Halal Tourism Development

Objective: This study aims to explore and analyse the development of halal tourism in Indonesia, focusing on the synergy between religion and sustainable tourism. The aim is to understand how religion and sustainable tourism principles can support the growth of halal tourism and its potential economic and social benefits. Theoretical Framework: The study draws on halal tourism, religion, and sustainable tourism. It examines how religion can provide a moral and ethical foundation for halal tourism practices and how sustainable tourism principles, including nature and cultural conservation, can be integrated into the development of halal tourism. Method: Qualitative methods are employed in this study, including interviews and observations. Informants from religious institutions, tourism organisations, and local communities are selected to gather insights and perspectives on the development of halal tourism in Indonesia. Results and Conclusion: The study's findings highlight the importance of the synergy between religion and sustainable tourism in the development of halal tourism in Indonesia. Religion provides guidance and direction for halal practices. The development of halal tourism based on this concept can bring economic opportunities, improve the quality of tourism services, and strengthen Indonesia's position as a leading halal tourism destination. Implications: The study's findings affect policymakers, tourism organizations, and local communities. They emphasise the need for supportive policies and collaborations to promote and implement sustainable halal tourism practices. Novelty: This study contributes to the existing literature on halal tourism by examining the synergy between religion and sustainable tourism in the context of Indonesia.

Quantitative impact analysis of cross-border tourism on global food greenhouse gas emissions

Globalization has fueled the rapid expansion of international tourism, significantly impacting global food systems. This study aims to quantitatively evaluate the influence of tourism on global food greenhouse gas (GHG) emissions. By integrating the Food and Agriculture Organization Statistical Database and the World Tourism Organization Tourism Statistics database, we analyze regional differences in dietary choices among cross-border tourists and connect them to detailed national-level food supply inventories, enabling us to estimate the GHG emissions associated with cross-border tourism. Additionally, we employ the modified Regional Integrated model of Climate and the Economy (RICE) model to project future trends in tourism-related GHG emissions across regions and countries. Our findings indicate that tourism has resulted in a reduction of 620 Mt CO2e in global food system emissions between 2001 and 2019. Taking into account tourism development trajectories and regional economic growth, our projection suggests that GHG emissions reduction from the global food system resulting from tourism could reach a substantial 96 Mt CO2e per year by 2100. The analysis shows that strengthening the national economy and increasing the labor force, and taking reasonable measures to change the social diet pattern in different regions can further reduce tourism embodied food GHG emissions. This study highlights the significant role of tourism in mitigating global food system emissions and underscores the potential for further emission reductions in the future.

THE MODEL OF STRATEGIC MANAGEMENT OF A RELIGIOUS TOURISM DESTINATION IN FUNCTION OF SUSTAINABLE DEVELOPMENT

Objective: This study aims to explore the significance and potential of religious tourism in Croatia for sustainable development, highlighting the absence of a strategic approach in managing this tourism sector. The primary goal is to assess the current state of religious tourism, identify challenges, and recommend strategic directions for enhancing religious tourism destinations.
 
 Theoretical Framework: The research is anchored in the theories and models of sustainable development, tourism management, and cultural heritage preservation. These theories provide a comprehensive understanding of how religious tourism can contribute to economic growth, cultural preservation, and community engagement in a sustainable manner.
 
 Method: Employing survey research and analysis of relevant resources, this study systematically examines the current landscape of religious tourism in Croatia. It focuses on stakeholder coordination, promotion strategies, infrastructure development, and cultural heritage preservation efforts.
 
 Results and Discussion: The investigation reveals a fragmented approach to managing religious tourism, characterized by poor coordination among stakeholders, inadequate promotion, underdeveloped infrastructure, and challenges in cultural heritage preservation. These findings suggest that a more cohesive and strategic approach could significantly bolster sustainable development, enhance economic opportunities in rural locales, and foster cultural heritage appreciation.
 
 Research Implications: The study underscores the necessity for stronger collaboration among religious communities, tourism organizations, and governmental authorities. It advocates for enhanced promotional efforts, infrastructure investments, and robust measures for cultural and religious heritage conservation, offering valuable insights for policymakers, tourism developers, and community leaders.
 
 Originality/Value: This paper contributes original insights into the underexplored domain of religious tourism in Croatia, offering a structured analysis of its current state and potential for sustainable development. Its strategic recommendations provide a foundation for future initiatives to harness religious tourism as a vehicle for economic and cultural sustainability in Croatia.

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

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

Sound contexts of cultural heritage tourism in the Iberian Peninsula

ABSTRACT Podcasting has emerged as an important tool for interpretive communication of heritage and promotion and marketing of tourism organizations. The integration of podcasting in these organizations’ digital models and strategies became even more evident with the emergence of the Covid-19 pandemic, setting an alternative and enriching medium for citizens to experience heritage. Thus, the aim of the paper is to explore the use of cultural heritage, tourism-related podcasts in the context of the Iberian Peninsula, a territory with deep geographical and intercultural relationships, with capacity for developing integrated tourism strategies and products, but also with dissimilarities in the tourism and media area. Through qualitative methodology, the cultural heritage, tourism-related podcasts available in Portugal and Spain in 2022 were mapped, an observation grid was built, and a content analysis was carried out, identifying the themes, the origin, the structure, sound expressiveness and narrative techniques used in podcasts. Thus, this paper contributes to a greater understanding of how podcasts are used in the tourism sector, highlighting the good practices existing in both countries, the advantages and potential of podcasts and pointing out new paths that could constitute innovative uses in communication in tourism.

Sentiment Analysis Based on Travelers’ Reviews Using the SVM Model with Enhanced Conjunction Rule-Based Approach

Abstract: It is a tough task for tourism management to identify their user reviews and come up with solutions to the advancement of their tourism organizations. There are many social media reviews, and Tourism organizations face the challenge of evaluating numerous social media reviews to find solutions for advancing their organizations. It can be tough to physically assess all those reviews, social media has become a huge trend these days. People are constantly sharing their experiences and opinions on tourist places. By analyzing the sentiment of reviews, it may obtain useful information about the popularity of different tourist destinations. It's a great way to understand what people love about certain places. Sentiment classification is indeed a valuable tool in classifying reviews into different categories, aiding in decision-making. However, it's important to note that reviews often contain noisy content like typos and emoticons, which can affect the accuracy of the algorithms. Taking these aspects into consideration is crucial for achieving more accurate results. Decision-making and multiple class classification of reviews are possible with the application of sentiment classification. Sentiment analysis plays a crucial role in helping tourists make informed decisions about their travel destinations. In this particular paper, Using an Enhanced Conjunction Rule-Based Approach and Support Vector Machine (SVM) machine learning technique, the authors conducted sentiment analysis. They collected the dataset from different tourism review websites to train and evaluate their model. The findings of this paper are significant as they not only provide valuable insights in the field of tourism but also help in identifying the most appropriate algorithm for tourism-related analysis. The findings of this paper are significant as they not only provide valuable insights in the field of tourism but also help in identifying the most appropriate algorithm for tourism-related analysis. This information can greatly contribute to the development and improvement of tourism strategies and decision-making processes.

Study on New Strategies for the Future Marketing of Zhuhai Island Tourism based on Qi'ao Island

With the rapid development of tourism, island tourism has gradually become an important travel option. In this paper, the island "Qi'ao Island" in Zhuhai City is selected as a research case, and a systematic and scientific investigation and analysis is carried out from the perspective of tourists' experience, taking into account various aspects of the Zhuhai island tourism market, such as demand, supply, competition, consumer behaviour, marketing methods, etc. This aims to formulate a reasonable solution for the tourism enterprises. This aims to provide a basis for tourism enterprises to formulate reasonable marketing strategies and to provide general guiding principles and directions for the future island tourism market in Zhuhai. The data analysis method covers descriptive statistics and cross-analysis of basic tourist information in order to develop more precise marketing strategies. The results of the study indicate the following: firstly, young people are the main audience of Zhuhai's island tourism market, and they show a strong interest in and demand for island tourism. Second, although tourists' satisfaction with the scenic spots on Qiaodao Island is high, there is still room for improvement, especially in terms of infrastructure, transport convenience, and environmental hygiene. Thirdly, there is a diversified trend of users' attention, focusing not only on the natural scenery and history and culture of the island, but also on recreational activities and special cuisines. Fourth, the price level affects the purchasing power of tourists to a certain extent, and too high or too low prices may affect tourists' willingness to spend and satisfaction. Fifth, high-quality service can enhance tourists' satisfaction and increase the repeat rate, service attitude, efficiency and content are important factors of service quality. Finally, the development of island tourism is not only limited to play and sightseeing, but can also achieve wider development through integration and innovation with other industries, such as fishery, agriculture and industry. Based on the above conclusions, in order to further enhance the popularity and brand value of Zhuhai's islands, this paper puts forward the following suggestions: firstly, Zhuhai should strengthen the planning and guidance, optimise the industrial layout, improve the quality of tourism, strengthen the environmental governance, and improve the competitiveness of the market, so as to create a new highlight of Zhuhai's marine economy. Specifically, it can rely on the natural resources and history and culture of Qi'ao Island to create a unique tourism brand and develop diversified tourism products and services to meet the needs of different levels and types of tourists. Secondly, it can make use of online media and social platforms for publicity and promotion to enhance the popularity and reputation of Qi'ao Island, and establish co-operative relationships with other islands and tourism organisations to form complementary advantages and win-win situations, etc.

FACTORS AFFECTING WORKING HAPPINESS AND ORGANIZATIONAL COMMITMENT AT TOURISM ENTERPRISES IN THE CENTRAL REGION, VIETNAM

This study aims to identify factors affecting working happiness and organizational commitment at tourism enterprises in the Central region, Vietnam. This study used combination method of qualitative and quanitative methods. A 703-tourism-employee survey was conducted at the tourism enterprises, destinations or organizations in the Central region, Vietnam. This research results showed that there were 5 factors affecting directly on working happiness and organizational commitment, including (1) Working environment, (2) Job characteristics, (3) Colleague relationship, (4) Work-life balance, and (5) Income and benefits. This study also examined and showed impact of the 4 factors on organizational commitment through working happiness as mediator factor, excluding working environment. From these results, the study proposed some managerial implications for tourism enterprises in the Central region, Vietnam improve human resource quality through working happiness and organizational commitment.

The Production of Locality During the Pandemic: Feel the Rhythm of Korea and “Dynamite”

How has the COVID-19 pandemic affected the social construction of locality? To examine the impact of the ruptures between physical mobility and digital fluidity on the media representation of locality, I analyzed two cases (the Korea Tourism Organization’s Feel the Rhythm of Korea project and BTS’ media performances for “Dynamite”) produced during the pandemic. Based on a textual analysis of the chosen video projects, I identified three social techniques in shaping locality: a mixture of the past and present, the territorialization of cultural references and performed bodies, and the rhetorical dichotomization of cultural space. I thus claim that locality is molded through a social practice of subjectivity that theatricalizes place attachment and spatial imagination, both influenced by border closures and digital adoption during the global crisis.

Організаційні та правові аспекти функціонування польської туристичної організації

The article aims to outline the organisational and legal aspects that determine the framework of the functioning of the Polish Tourism Organisation (PTO). The analysed organisation is an example of a state legal person whose main task is strengthening Poland's promotional activity in tourism at home and abroad. Its activities are based on the Act of 25 June 1999 by the Polish Tourism Organisation. The author decided to analyse selected provisions of the distinguished legal act and to confront them with other documents that fall within the scope of the discussion. The article pays particular attention to Regional Tourism Organisations (RTO) and Local Tourism Organisations (LTO). Based on the analysis of the legal acts in force, the author decided to explain the vital legal aspects determining organisational solutions. The article critically analyses the literature on the subject, focusing mainly on selected thematic areas that determine the basic directions of PTO, RTO and LTO activities.

Geographical indications and traditional products as the basis of enogastronomic tourism: significance for the development of rural communities (on the example of Italy)


 
 
 This article is dedicated to exploring geographical indications and traditional products as the foundation for the development of gastronomic tourism and their collective impact on the development of rural communities. Italy has been chosen as the research subject – one of the world’s most popular tourist destinations, a country with the highest number of registered geographical indications, and a well-established tradition of rural tourism. Analyzing Italy’s experience regarding the contribution of traditional products and geographical indications to the development of national tourism and the economy of rural communities and the state as a whole allows for assessing Ukraine’s development vectors in this field. Based on the analysis of bibliographic databases, the significant relevance of such research is evident. Despite some publicity, there are relatively few publications on this topic in Ukrainian scientific journals. In contrast, English-language publications cover geographical indications, gastronomic, and wine tourism much more extensively both thematically and territorially. The research relies on periodicals of relevant international organizations, public associations, etc. Analysis of the World Intellectual Property Organization’s annual reports revealed that over 90% of the world’s geographical indications in recent years fall into the categories of «wines and spirits» and «agricultural products and food». Regarding Italy, statistical data from the World Tourism Organization confirmed its stable position in global tourism (fifth place in tourist arrivals and receipts for the last decade or more) and a surplus growth in the tourism balance (19 billion USD in 2019), leading the UN WTO to characterize it as a «country of powerful growth». Recent publications from the World Tourism Organization noted significant recovery rates of international tourism in Italy in the post-pandemic period. According to Coldiretti, the national confederation of agricultural, fishing, agri-food, and environmental sectors in Italy, the projected contribution to the country’s economy in 2023 exceeds 30 billion euros from national and foreign tourists who increasingly choose to vacation in rural areas. This trend is attributed to Italy’s leadership in gastronomic and wine tourism, with over 5,000 traditional product names and 838 products and wines protected by geographical indications (as of 2023, according to the Ministry of Agriculture, Food, and Forestry of Italy), as well as the immense potential of agro- tourism. The article also highlights the significant role played by the representation of Italy’s unique agro-landscapes as cultural land- scapes of UNESCO World Heritage, FAO World Agricultural Heritage (GIAHS project), etc., in the development of rural communities. The analysis and overview of the current implementation of the system of geographical indications and guaranteed traditional features in Ukraine allowed for identifying certain strategic directions for applying Italian experience in Ukrainian territories.