Tourism Policy Makers Research Articles

Exploring a fuzzy relationships among criteria for the development of community-based tourism in Malaysia: a multi-stakeholder perspective

PurposeThe purpose of the study was to identify and analyze the fuzzy relationships among criteria for the development of community-based tourism (CBT) in Malaysia through a multi-stakeholder lens. By exploring these relationships, the study aimed to provide valuable insights for stakeholders and policymakers to enhance the sustainability and effectiveness of CBT initiatives in Malaysia. The focus was on understanding the interplay between environmental, economic and socio-cultural criteria to guide decision-making and planning processes for sustainable tourism development.Design/methodology/approachThe study utilized a quantitative approach, specifically employing a fuzzy multi-criteria decision-making (MCDM) model known as decision-making trial and evaluation laboratory (DEMATEL). This methodology allowed for the integration of diverse perspectives from multiple stakeholders involved in CBT in Malaysia. By using DEMATEL, the researchers were able to analyze the complex relationships among sustainable criteria, identify causal factors and assess the interdependencies among environmental, economic and socio-cultural dimensions. The approach aimed to provide a comprehensive understanding of the criteria influencing the sustainability of CBT development in Malaysia.FindingsThe findings of the study revealed that environmental and economic factors emerged as pivotal causal criteria influencing socio-cultural outcomes in the development of CBT in Malaysia. The research highlighted the importance of multi-stakeholder collaboration in building sustainability in CBT, emphasizing the need for regular meetings, shared decision-making processes and clear communication channels among all involved parties. These insights empower stakeholders to make informed decisions and prioritize criteria for sustainable CBT development, ultimately contributing to the well-being of communities, preservation of natural and cultural heritage, and long-term environmental sustainability.Research limitations/implicationsThe study's limitations include the focus on CBT in Malaysia, which may limit the generalizability of the findings to other contexts. Additionally, the research relied on a quantitative approach, potentially overlooking qualitative nuances in stakeholder perspectives. Future studies could address these limitations by exploring diverse geographical locations and incorporating qualitative methods to capture a more comprehensive understanding of sustainable criteria in CBT development. These implications suggest opportunities for further research to validate and extend the findings in different contexts and with a broader range of stakeholder perspectives.Practical implicationsThe practical implications of the study include providing guidance for tourism policymakers and key stakeholders in developing effective policy interventions for CBT in Malaysia. By understanding the complex relationships among sustainable criteria, stakeholders can make informed decisions to foster environmental, economic and socio-cultural growth in CBT initiatives. The findings offer insights for creating economic opportunities, promoting fair trade practices and enhancing linkages between CBT and local businesses. These practical implications aim to support sustainable decision-making, planning processes and implementation strategies to ensure the long-term success and positive impact of CBT in Malaysia.Social implicationsThe social implications of the study underscore the importance of multi-stakeholder collaboration in CBT development in Malaysia. By engaging various stakeholders, including host communities, government agencies, non-governmental organizations (NGOs) and tourists, the research promotes social cohesion, cultural exchange and community empowerment. Enhancing social interactions and mutual understanding among stakeholders can lead to inclusive decision-making processes, equitable distribution of benefits and the preservation of local heritage and traditions. These social implications emphasize the potential for CBT to contribute to social well-being, cultural preservation and sustainable development, fostering positive social impacts and strengthening community resilience.Originality/valueThe originality and value of the study lie in its exploration of the complex relationships among sustainable criteria for CBT development in Malaysia from a multi-stakeholder perspective. By utilizing the DEMATEL method and quantitative analysis, the research offers a novel approach to understanding the causal factors influencing environmental, economic and socio-cultural outcomes in CBT initiatives. The study's findings provide valuable insights for stakeholders and policymakers to make informed decisions, prioritize criteria and develop effective strategies for sustainable CBT development. This original contribution enhances the understanding of sustainable criteria relationships and empowers stakeholders to drive positive change in the tourism sector.

The effect of eating alone on behavioral intention: A case of Rize

In the modernizing and developing world conditions, eating and drinking habits and behaviors of individuals also change. With the effect of this change, consumers' collective eating habits have started to be replaced by individual eating. It is possible to state many reasons for this. The concept of eating alone, which has come to the fore in recent years, is very important for food and beverage businesses. It is because determining the needs of this changing customer profile and knowing the behaviors of this customer profile means determining the steps to be taken for these businesses. Therefore, in this study, the effect of eating alone on behavioral intention was investigated. There is no study examining the relationship between these variables. In addition, bungalow accommodation facilities, which have been under construction in Rize in recent years, are also businesses that will attract the attention of tourists with a eating alone profile. Therefore, it is also important to investigate these variables in Rize. A questionnaire form was created to measure this effect, and a total of 406 usable data were obtained. These data were subjected to various analyses using SPSS 24 and AMOS programs. As a result of these analyses, it was found that eating alone had no significant effect on behavioral intention. This result could not be compared since there is no finding in the literature addressing these variables. Therefore, testing the relationship between eating alone and behavioral intention as a whole through the model created for this research fills the gap in the literature. As a result of this result, suggestions for future studies and tourism policy makers are presented.

The Analysis of Tourism Attitudes using Natural Language Processing Techniques: A Case of Malaysian Tourists

The spread of COVID-19 has had a significant impact on all facets of the global tourism sector, particularly in Thailand, one of the world’s leading travel destinations. At the height of the epidemic, many countries imposed a nationwide lockdown, prohibiting all citizens from leaving the country and all foreign tourists from entering. This led to a global shutdown that significantly affected the daily lives of billions of people and seriously impacted the travel and tourism industry. After a two-year hiatus due to the epidemic, the situation eased and the lockdown restrictions were lifted. An interesting question is how visitors’ attitudes and preferences changed when compared to the time before the outbreak. This study attempts to answer this question by focusing on Malaysian visitors’ attitudes and perceptions toward destinations in southern Thailand. The study examines the perceptions of Malaysian Twitter (now X) users from three areas in Malaysia; Kedah, Perlis, and Kuala Lumpur, by employing Natural Language Processing (NLP) techniques such as sentiment analysis and topic modeling. Then, tweet data before and after the lockdowns were gathered, analyzed, and compared. For sentiment analysis, it was found that, when neutral tweets were disregarded, results both before and after the COVID-19 lockdowns revealed that the attitudes conveyed by Malaysian tourists were overall positive especially a territory and a state that are more far away from Thailand, i.e., Kuala Lumpur and Kedah. The results from the topic modeling analysis showed a meaningful distinction between before and after the COVID-19 lockdowns. Practical suggestions are offered for tourism policymakers to identify and address both the strengths and weaknesses of tourism development in Southern Thailand.

Is more rural digitization always better for tourism? An innovative multiscale spatial perspective

Addressing the global challenge of promoting digital transformation in rural areas and reducing the urban–rural digital divide is crucial. This study explores rural digitization within the framework of tourism literature, an area that has received limited scholarly attention. Utilizing economic geography methodologies, this research examines the multiscale relationship between rural digitization and tourism development efficiency at the county level. Our empirical findings reveal significant spatial heterogeneity in both rural digitization and tourism development, diverging from the existing consensus by uncovering the negative impact of rural digitization on tourism development at the county level. The study also identifies a moderating effect of tourism’s contribution to GDP and per capita GDP, which negatively moderates this impact. This research emphasizes the critical need for a geographic perspective to comprehensively understand the complex relationship between digital technology and tourism development. It provides recommendations for tourism policymakers and developers regarding digitalization in rural areas.

Socio-Spatial Analysis of Indigenous Cultural Tourism Sites: A Comparative Study of Kampoeng Wisata Cinangneng, Bogor, Indonesia and Tam-Awan Village, Baguio City, Philippines

Abstract The diversified image and expanded settings of tourism in cultural landscapes pose an interesting challenge in preserving their tangible and intangible aspects and strengthening their relationships and representations. The study focuses on the comparative socio-spatial analysis of two mountainous cultural tourism sites — Kampoeng Wisata Cinangneng in Bogor Regency, West Java, Indonesia, and Tam-Awan Village in Baguio City, Benguet, Philippines — with the local cultures of Sundanese and Ifugao, respectively. The study aims to understand the local cultures of Sundanese and Ifugao through their cultural activities present, to identify the natural and human-made landscape assets and their organization that reflect their cultures, and to study how these landscape assets are used by tourists. The research utilizes a descriptive qualitative approach and a comparative case study research design model through participatory observation, digital mapping, and thematic analysis. Data are translated on how each culture’s social structures are represented through the physical elements and how users act on it as representations of the culture, in return. Data shows differences in the sites’ socio-spatiality and representations. Cinangneng provides first-hand teaching and demonstration in the guided and controlled tours, while Tam-Awan offers a more flexible and self-directed learning through visual aids. The major physical difference of the sites are the topography and slopes, affecting the location of the built up structures and the pedestrian movement around them, creating Cinangneng’s passive and controlled experience and Tam-Awan’s active user experience. Understanding the socio-spatial relationships of these sites can help tourism policymakers, planners, managers, and other related stakeholders in recognizing cultural landscapes, their elements and spatial organization, and their representations in the evolving values of different cultures, especially in the Southeast Asian region.

A time-varying analysis between economic uncertainty and tourism development in Singapore.

Tourism development (TO) is seen as a viable solution to address economic policy uncertainty (EPU) risks. However, previous studies have largely ignored the relationship between short, medium, and long term by decomposing TO and EPU index at different time-frequency scales, especially in Singapore. In this study, the Wavelet tools analysis and a rolling window algorithm are employed to re-visit the causal relationship between EPU, industrial production index (IPI), government revenue (GR), and tourism development (TO) in Singapore from January 2003 to February 2022. The findings revealed the heterogeneous effects of EPU on TO at different time horizons in terms of importance and magnitude over time. A rise in EPU results in a decline in TO at the low frequencies, indicating that EPU has a detrimental effect on TO over the short term. Conversely, in the long term, an increase in TO results in a decrease in EPU. Furthermore, the outcome also indicated that there is a uni-directional causality running from TO to EPU, GR and IPI. Expressly, we confirm that the negative co-movement is more pronounced in the aftermath of the COVID-19 crisis, particularly for EPU, and GR at low-medium frequencies throughout the research period. The findings provide tourism policymakers with insight to develop strategic plans for tourism development that consider the effects of economic policy uncertainty. By understanding how uncertainty impacts tourism, governments can tailor development strategies to mitigate risks and capitalize on opportunities.

Tourism Transport-Related CO2 Emissions and Economic Growth: A Deeper Perspective from Decomposing Driving Effects

This study explores the intricate dynamics of CO2 emissions stemming from transport within the tourism sector. It aims to unravel the multidimensional aspects of how transport-related tourism contributes to CO2 emissions and to elucidate the complex relationship between regional economic growth and CO2 emissions from transport-related tourism. Our study employed Logarithmic Mean Divisia Index (LMDI) and Panel Vector Autoregression (PVAR) models to analyze data from 30 Chinese provincial regions between 2010 and 2018. The tourism transport-related CO2 emissions were decomposed into four separate driving effects using the LMDI approach. Then, PVAR models were constructed to reveal dynamic interactions between each driving effect and per capita gross regional product (GRP). Our results demonstrate a decrease in both energy structure effect (tourism transport-related CO2 emissions from energy structure) and energy intensity effect (tourism transport-related CO2 emissions from energy intensity) during the pre-COVID decade. Notably, the positive impulse response of energy structure effect to per capita GRP is observed. However, we found no evidence of a cointegrated relationship between energy intensity effect and regional economic growth, although other factors demonstrated connections. These findings echo the necessity to integrate sustainable practices into the tourism transportation business, especially in the area of energy structure, in order to mitigate adverse environmental effects from tourism. This paper disseminates the main drivers of CO2 emissions in the tourism transport sector and their interrelationship with regional economic growth. It not only guides tourism policymakers in targeting efforts to reduce carbon footprints, but also sets a new benchmark for future studies on CO2 emissions.

The mediator role of customer satisfaction in the effect of gastronomic image on behavioral intention

In recent years, it has become evident that gastronomic tourism plays a crucial role in destination development. The primary objective of this study is to investigate the impact of a destination's gastronomy image on behavioral intentions toward that destination and to explore whether customer satisfaction potentially serves as a mediating factor. Within this context, we examined the effects of various components contributing to a destination's gastronomic image, such as culinary culture, food and beverage businesses, and gastronomy activities, on behavioral intentions. We also explored the mediating role of customer satisfaction using SPSS and AMOS software. The research findings conclusively show that a destination's gastronomy image significantly influences behavioral intentions, with customer satisfaction partially mediating this influence. Based on the study's results and comparative discussions, we offer recommendations to the relevant literature, destination management entities, businesses in the gastronomy sector, and tourism policy makers. It is anticipated that the implementation of these suggestions will enhance the gastronomic image of destinations, increase overall satisfaction levels, and consequently, boost behavioral intentions.

Impact of Social Media Influencers Credibility on Destination Brand Trust and Destination Purchase Intention: Extending Meaning Transfer Model?

This study is intended to know the effect of sub-dimensions of social media influencer’s credibility (SMIC) on destination purchase intention (DPI) of visitors, and the mediating role of destination brand trust (DBT) in the relationship. Grounded in the positivism paradigm, the study adopts a quantitative approach. A total of 356 tourists during their Kashmir trip participated in the questionnaire survey. Descriptive analysis using Statistical Package for Social Sciences (SPSS 22.0) software and structural equation modelling to test the proposed model was conducted by using Analysis of Moment Structures software (AMOS 23.0). Results of this study revealed that SMIC (trustworthiness, similarity, attractiveness) significantly impacted DBT and DPI. Additionally, the relationship between SMIC and DPI was considerably mediated by DBT. Further, Meaning Transfer Model is also validated, as the results of this study were in resonance with this theory. The results of this study will facilitate tourism policy makers in framing policies and choosing the most appropriate social media influencer (SMI), as well as guide people who looking forward at influencer marketing as a career and researchers working on social media marketing within tourism.

An International Comparative Analysis of Approaches to Measure the Carbon Footprint of Tourism

Tourism contributes significantly to climate change. However, it has continuously been excluded from national emission frameworks globally. Climate action must play a leading role in national tourism plans by measuring, monitoring and reporting tourism emissions for sustainable destination management. The purpose of this study is to identify the most applicable approach to measure the carbon footprint of tourism internationally. This study conducted a comparative analysis of the international approaches and toolkits available to measure tourism emissions. Consequently, contributes new knowledge to tourism policymakers by outlining the advantages, limitations and barriers of utilizing each approach. The findings identified that the most favorable approaches cannot be used internationally due to tourism data limitations. Thus, barriers to establishing and maintaining a standardized measurement and system to accurately monitor the level of tourism decarbonization worldwide are created. Nevertheless, tourism policymakers can begin to minimize these barriers by collecting credible data to establish the Tourism Satellite Accounts. Climate change is a significant crisis facing humanity, and until now, this research has not been completed.

Modelling Indians’ visit intentions to Ram Mandir: implications for temple committee and tourism policymakers

Modelling Indians’ visit intentions to Ram Mandir: implications for temple committee and tourism policymakers

UNDERSTANDING THE CONCEPT AND BARRIERS OF TOURISM IN THE IMPLEMENTATION OF HALAL TOURISM IN CENTRAL ACEH

This study aims to understand tourism actors in Central Aceh concerning halal tourism and dig up information about the development of tourism in Central Aceh and the obstacles to understanding halal tourism. The research method used is a qualitative method with a qualitative descriptive approach. The subjects of this research are tourism object managers, accommodation managers (hotels/inns), transportation managers, cultural observers, culinary providers, and tourism policymakers, namely the Tourism Office of Central Aceh Regency. The study results show that tourism development in Central Aceh Regency continues to increase yearly, marked by the increasing interest of domestic and foreign tourists who visit Central Aceh Regency. Tourism development in Central Aceh is also marked by the growing economic business carried out by tourism actors. The understanding of tourism actors in Central Aceh on halal tourism is not yet comprehensive. Some tourism actors do not understand the 2014 Minister of Tourism and Creative Economy Regulation and the 2016 MUI Fatwa concerning the implementation of Halal Tourism. However, tourism actors in Central Aceh have so far implemented Sharia-based tourism services. It follows regional policies in Aceh Province regarding the application of Islamic Sharia. Barriers to understanding tourism actors in Central Aceh to halal tourism include the absence of Qanun on halal tourism in Central Aceh. There is no halal certification body in Central Aceh Regency yet. Lack of Gayo cultural literacy in society. Lack of public awareness of the cleanliness and comfort of tourism-supporting facilities and facilities.

PLANNING SEAWEED FARMING BASED ECOTOURISM: A TOURISM SPECTRUM APPROACH IN BANTAENG REGENCY, INDONESIA

Ecotourism allows tourism policymakers and the community to manage nature-based tourism. However, although ecotourism is a promising idea or concept, this opportunity is only partially a reality. It requires a particular study relative to the current conditions of the destination and other aspects that can support the implementation of ecotourism. The objectives of this study are to 1) examine the opportunities for implementing ecotourism in a coastal area, Bantaeng regency of Indonesia; 2) analyse the environmental impacts resulting from seaweed-farming activities and their relation to tourism. This research, conducted in June 2020, applies a qualitative method. Data-collection methods included interviews with seaweed farmers, field notes (observation) and a review of published information online. This study utilises the tourism opportunity spectrum (TOS) in analysing the current conditions in the research location. The results showed that floods caused crop failure, prompting the need for alternative income for the community to survive. Ecotourism can represent an opportunity for seaweed-farming communities if on-site management factors and goals are applied with the principle of sustainability. This study found that TOS helps understand the impact resulting from the activities of the seaweed-farming community in Bantaeng regency—the use of massive numbers of plastic bottles as floats conflicts with the principle of ecotourism. The TOS approach views ecotourism planners, including the government and the tourism industry, as being able to open educational opportunities for the community and visitors.

Triadic spatial distance and social media assets for food tourists

ABSTRACT This paper examines the potential impact of the triadic social interaction instigated by spatial distance between author, reader, and business that detects tourists’ geographical decision patterns. A social media asset for brands is a digital presence that encourages positive consumer responses in media communication. Using 2,129 items of author-reader-business paired review data, the findings indicate that geographical proximity between the review triad has assimilated patterns to assess reviews. Spatial regression analysis visualized spatial heterogeneity across US regions, showing that a lower spatial distance between tourists and businesses positively improved media assets; in contrast, close spatial proximity had a strong impact among peer tourists. As spatially heterogeneous tourists positively accept media sharing toward the business, the review triad model imposes the varying effects of triadic spatial distance that helps tourism policymakers implement an effective location-based social media marketing strategy for the food tourism industry.

Issues Affecting Tourists' Satisfaction at Saint Martin Island, Bangladesh: Empirical Evidence and Suggestions

Tourist satisfaction has a significant impact on the survival and competitiveness of tourism businesses. However, issues affecting tourists??? satisfaction in relation to the developmental aspects of a destination remain largely ignored in major tourism destinations in Bangladesh. Accordingly, this study explores major issues affecting tourist satisfaction in an emerging travel destination of Bangladesh. Within a case study research design, this study collected data from Saint Martin Island, the only coral island in Bangladesh. Primary data were collected via 25 semistructured interviews while a variety of publications and unpublished materials in reference to the research objectives were reviewed as part of the secondary data source. The collected data were analyzed by employing thematic analysis and content analysis techniques. The findings reveal that during their stay at Saint Martin Island, tourists??? satisfaction is mostly affected by several issues including available attractions, accommodation facilities, touristic facilities, transportation, restaurant, and service quality. The identified issues must be considered before developing a tourist-friendly environment by catering to tourists??? expected quality for products and services. On this note, this article lays down some policy implications that could be helpful for tourism policymakers, government tourism officials, local tourism bodies, and hospitality service providers.

Policy framework for selecting medical tourism destinations: fuzzy- IPA approach

ABSTRACT Using Fuzzy Importance-Performance Analysis (IPA) method, this study sought to develop a framework to identify and prioritize the factors influencing the selection of Iran by medical tourists. After a literature review, three main dimensions and 38 factors affecting tourism destination choices were identified. A Fuzzy SWARA questionnaire was used to ask experts how important each of the identified factors was to a medical tourist’s choice of destination. In addition, medical tourists employed linguistic variables to assess the performance of the aforementioned factors. The results of the study revealed that “recommendations by friends and acquaintances,” ‘medical tourist’s previous experiences, ‘“image/brand of the host country”, “having friends or relatives in the destination country,” and “international accreditation” were the top priorities for Iran’s medical tourism policymakers and managers.

Do Energy Prices Put the Tourism Sector at Risk?

This paper studies the effect of a shock in the hospitality sector, namely the energy price increase, with stated preference methods and performs the subsequent analysis with a mixture of quantitative and qualitative tools. The hospitality sector is very important and is the backbone of the tourism industry worldwide. We designed and administered two semi-structured anonymous questionnaires that were sent randomly to recipients for completion. One questionnaire investigated tourists’ behavior, visit and their stay and their spending intentions, whereas the second questionnaire investigated the hoteliers/managers estimations and beliefs on energy price increases and whether or how this price increase would have an effect on tourists’ behavior and their visit, stay and spending intentions in the destination. Through two surveys, we collected answers to questions for three consecutive years—2021: representing the past/before the energy crisis, 2022: the present/the time of the crisis breakout and 2023: the future/after the crisis outbreak. Overall, a lower tourist expenditure is found for the future due to the energy price shock, but there are no significant differences between the answers of the two groups. Our results are insightful for tourism policy makers, hoteliers and managers and particularly those economies that rely heavily on tourism, e.g., island economies.

Young peoples’ environmentally sustainable tourism attitude and responsible behavioral intention

FinalidadLos impactos medioambientales del turismo se consideran desequilibrados. La implementación de la sostenibilidad medioambiental se centra en restablecer el equilibrio mediante un comportamiento responsable con el medio ambiente. Estudios recientes señalan que la Generación Z muestra niveles divergentes de comportamiento responsable con el medio ambiente en comparación con otras generaciones, pero también presenta diferencias intra-generacionales. Este estudio explora las razones y explicaciones subyacentes a sus actitudes e intenciones de comportamiento.Diseño/metodología/enfoqueCuatro grupos de discusión con jóvenes de la Generación Z permiten profundizar en su orientación hacia la sostenibilidad medioambiental.ConclusionesLos resultados de este estudio evidencian que la actitud medioambiental de la Generación Z está provocada por la presión social, medios sociales, así como por la pandemia del COVID-19. En cuanto a su intención de comportamiento turístico, se concentran predominantemente en los viajes respetuosos con el clima y la movilidad in situ, evitar residuos, así como en hacer hincapié en la sostenibilidad económica y social. Al destacar la responsabilidad que la Generación Z atribuye a la oferta y la demanda, además de inculcar la demanda para la creación de condiciones marco por parte de gobiernos y destinos, se amplía el alcance del conocimiento sobre la sostenibilidad medioambiental.Originalidad/valorEn particular, este estudio enriquece la investigación sobre el comportamiento responsable con el medio ambiente al incorporar la perspectiva de la Generación Z y profundizar en la comprensión del comportamiento de esta generación. Asimismo, los resultados de este estudio permiten desarrollar implicaciones para los responsables de las políticas turísticas.

Tourism, Economic growth, Environment, Human Capital and Political Instability: Heterogeneous linkages

This study aims to estimate heterogeneous causal linkages among tourism, economic growth, environment, human capital and political instability for all economies in the world. In this study, we used the global panel data, which consists of the world. The study employs the fixed effects model (FEM) to estimate the panel regression model. Results indicate that in all models, economic growth attracts tourism, and tourism increases economic growth. Tourism and CO2 are negatively related. Tourism and human capital are positively related, and political instability and tourism are also positively related. The study concluded that environmental emissions and economic growth are negatively related. Our research shows a positive connection between economic growth and human capital. Economic growth and political instability are negatively related. Environment emission and human capital are negatively related. Our results have shown that political instability and CO2 are positively related to each other. Political instability and human capital are negatively related. Results have shown that human capital hurts political insatiability. Findings suggest that host countries should not only promote tourism but also ensure that the environment is not degraded, so green tourism needs to be promoted in order to ensure that the development process will remain smooth and sustainable. To promote sustainable tourism development and economic growth, governments should concentrate on economic policies and allocate more resources to human capital management. Tourism policymakers need to be aware of the dimensions of political instability and its likely impact on their industry.

Developing an Integrated Process-Based Model of Tourists’ Destination Brand Equity: A Conceptual View

Tourists’ destination branding and the formation of destination equity are considered among the most critical areas of tourism marketing. This conceptual paper presents a holistic framework of tourist’ destination brand equity by highlighting the role of social, personal, and cultural factors in forming a tourist knowledge of a given destination that ultimately leads to destination equity. In addition, the proposed framework also highlights the role of rational and emotional paths in the formation of tourist knowledge of a destination. Once a tourist develops knowledge about a goal, it then forms the equity of a given tourist destination. The proposed framework thus adds a novel model of tourist destination-based equity by incorporating the role of social, personal and cultural factors and how rational and emotional aspects develop a tourist knowledge that further leads to destination equity. In the same vein, the proposed model provides a guiding map to tourism policy makers and practitioners on how to develop equity of a particular tourist destination.