Tourism Supply Research Articles

The Resilience of Entrepreneurship in the New Era of the Tourism Supply Chain: A Case Study of the Economic Corridor of Thailand, China, and Laos

ABSTRACT With the pace of global growth in tourism, Thailand, China, and Laos have begun to consider the resilience of entrepreneurship in the tourism supply chain (TSC) industry. Therefore, this study aims to explore and analyze the new tourism supply chain among Thailand, China, and Laos and explore entrepreneurs’ resilience to adapt to new tourism trends. This study used the case and consensual qualitative approaches by conducting thorough observations and in-depth interviews with fifteen stakeholders related to tourism with the phenomenon and perception of the TSC and resilience of entrepreneurs by the narrative supplement of an economic corridor. The result indicated that information flow management benefits customer orientation by sharing information. The input provider needs collaboration to create a tourism experience. Tourism activity and products are focused on developing and adding value. The contribution responds to the different levels and groups of the TSC that are also the basis for new TSC management and addresses effective strategies for entrepreneurs’ resilience in the future, which benefits tourism sustainable development.

Energizing the future: Unleashing the potential of innovative waste-to-energy technologies for energy development and sustainability within Zimbabwe's tourism sector.

Zimbabwe's tourism industry, renowned for its natural wonders and cultural heritage, faces a looming energy crisis rooted in the detrimental over-reliance on fossil fuels and the underutilization of substantial waste resources that lie dormant. The article investigates multifaceted relationship between six independent variables: landfill gas recovery and anaerobic digestion, pyrolysis and gasification, incineration, biogas production, biodiesel production, ethanol production and syngas fermentation and one dependent variable: energy development and sustainability. In this study, a quantitative methodology was adopted, involving the gathering of data from 519 stakeholders in the tourism supply chain through a simple random sampling technique, with the sample size determined using the Krejcie and Morgan table. The distribution of questionnaires was facilitated through Google Forms, and the data analysis was conducted using Smart PLS. Statistical findings indicate direct significant relationship between variables, and t-statistic values all hypotheses were all greater than the threshold of 1.96, ranging from a minimum of 2.911 to a maximum of 9.431. These findings underscore the robustness of the relationships between the waste-to-energy technologies and energy development and sustainability within Zimbabwe's tourism sector. This empirical evidence highlights the substantial potential for these innovative technologies to play a pivotal role in mitigating the energy crisis and fostering sustainable energy development.

Vulnerability of Nature Based Tourism to Climate Change in Risaralda, Colombia

The study presents an approach to assess the vulnerability of nature-based tourism in Risaralda, Colombia, to climate change. An environmental reference model is adapted to the tourism sector. The results reveal high vulnerability at the municipal level, conservation areas, ecosystems and tourism supply, especially in high mountain ecosystems. This underlines the importance of adaptive tourism management and measures to reduce vulnerability, such as avoiding concentration of tourism supply, since some of the most vulnerable tourism destinations are paradoxically the most competitive in terms of sustainability. This approach is applicable to other tourism destinations.

Assessing the Effectiveness of Digital Marketing in Enhancing Tourist Experiences and Satisfaction: A Study of Thailand’s Tourism Services

Inbound digital marketing strategies play a vital role in the tourism industry, significantly influencing visitors’ decision-making processes, enhancing tourist experiences, and ensuring post-consumption satisfaction. This study explores the effectiveness of digital marketing strategies in shaping tourists’ perceptions of service quality and sustainability and their subsequent impact on overall satisfaction and behavioural intentions. This paper developed a conceptual framework and hypotheses through a comprehensive literature review to assess the causal relationships between digital marketing effectiveness, perceived destination service quality, perceived destination sustainability quality, tourist satisfaction, and behavioural intention. The empirical analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM) on data collected from 195 international tourists in Thailand’s coastal regions. The results reveal that while digital marketing effectiveness directly influences tourists’ perceptions of service and sustainability quality, it indirectly influences tourist satisfaction and behavioural intentions through these perceptions. The findings highlight the critical role of aligning digital marketing strategies with service quality and sustainability initiatives. Moreover, the developed construct serves as a valuable tool for assessing and maintaining the destination image, helping tourism providers to improve their offerings and continuously foster long-term customer relationships.

Tradeoffs between privacy and screening efficiency for air passengers – Implications for tourism supply chain management

ABSTRACT This study employs the stated preference method to explore airline passengers’ choices during security screening and examines their trade-offs between privacy and efficiency. We compare two Asian economic hub cities (i.e. Hong Kong and Shanghai), with 500 business and leisure travellers sampled from each city. A generalised mixed multinomial logit model is estimated. The results suggest that travellers display varied levels of privacy concerns, including biometrics, biographical data, identifiers, and behavioural information. The participants from Shanghai expressed a willingness to go through fingerprint scanning and to provide facial images. The travellers in Hong Kong displayed notable reluctance to receive iris scans and disclose political and religious affiliations, and they were particularly hesitant about sharing medication records. Despite some differences between the two markets, both groups strongly opposed smartphone tracking, including access to search history and GPS location. In general, business (vs. leisure) travellers, men (vs. women), individuals with higher education levels, and those with higher personal monthly incomes strongly preferred fast-track schemes that utilised personal data. Our findings highlight the possibility of making more effective transitions to high-tech screening methods that meet the changing expectations of travellers if total screening time can be significantly decreased.

Solutions to insufficient incentives for developing green tourism by travel agencies: government intervention

PurposeThis research aims to develop an improved model with government intervention and find the government policy for developing green tourism to induce the travel agencies have incentives to produce green tourism products.Design/methodology/approachThis research employs Stackelberg game theory to study two travel agencies in the horizontal direction of the tourism supply chain. Two deterministic, price-sensitive linear demand functions are utilized for these two different tourism products to derive possible analytical solutions.FindingsNo travel agency is willing to produce green tourism products without government intervention. The solution proposed in this paper is that a government should subsidize green travel agencies for their production of green tourism products, and create a tax for non-green traditional travel agencies for the production of non-green traditional tourism products. The amount of government subsidies for green tourism products plus the tax on non-green traditional tourism products equals the difference in unit cost of the two products. The travel agency that produces green tourism products has incentive to produce if there is government intervention.Practical implicationsThis paper provides the stakeholders with three practical implications. The first one is that the amount of subsidy for green travel agencies can be paid by taxing non-green ones. This is the optimal solution. The second one for both the tourism sector and government is that technological innovation in cooperation between government and tourism industry such as low-carbon technology is critical to reduce the cost difference between green travel agency products and non-green ones. The third one is that green travel agencies that produce green tourism products can also fulfill their corporate social responsibilities and enhance their social image.Originality/valueThis paper is unique in that it develops a model to resolve the problem of insufficient incentives. In terms of government intervention, this article also considers tax policy in addition to subsidy policy which is different from previous literature.

Social sustainability in the hospitality and tourism supply chains: what can we learn from existing research and what remains unexplored?

PurposeThis research systematically reviews the literature on social sustainability within hospitality and tourism supply chains (H&T SCs). The aim is to identify research approaches, emerging themes, geographic and sectoral scopes and current gaps in understanding social sustainability practices in this sector.Design/methodology/approachThe review has been carried out using the “Preferred Reporting Items for Systematic Reviews and Meta-Analyses guidelines” (PRISMA). The authors analyzed 17 peer-reviewed journal papers from 2008 to the present.FindingsEarly research focused on qualitative methods and developed countries, while recent studies have shifted to quantitative approaches. There is a notable gap in using multi-criteria decision-making for social sustainability. The review identified eight categories of social practices, with the most attention given to “society and community development” and the least to “human rights.”Research limitations/implicationsTo enhance social sustainability, businesses and policymakers should focus on improving supply chain collaboration, standardizing social sustainability metrics, assessing stakeholder perceptions and supporting small enterprises in developing countries. This review is limited to English open-access journals and excludes studies in other languages. Additionally, by not including articles on sustainable tourism or development – which often emphasize environmental and economic aspects – important social dimensions may have been overlooked. Future research should broaden search parameters to achieve a more comprehensive understanding of social sustainability in H&T SCs.Originality/valueThis study addresses a critical gap in the literature on social sustainability within H&T SCs, particularly in databases like Web of Science and Scopus, offering new insights and directions for future research.

Morality expression drives favorable consumer outcomes for P2P tour guide: The role of elevation, trust, and enjoyment

The emerging peer-to-peer platforms enable individual tour guides to market themselves via online profiles. Given the growing societal interest in responsible tourism, tour guides can utilize online profiles to communicate responsible tourism endeavors that showcase positive moral character. However, how consumers respond to such expressions of responsible conduct is unknown. Through four experiments, we find that a moral self-description (vs. social or control) elicited higher elevation, further enhancing trust and enjoyment, leading to more favorable consumer responses (i.e., booking intention, willingness to pay, and likelihood to recommend). Thus, the underlying mechanisms are explained by elevation, trust, and enjoyment. Moreover, consumers' self-esteem and tour guides' motives are two boundary conditions. Specifically, positive reactions to the tour guide's morality expression are more pronounced among high self-esteem individuals and when the guide is intrinsically motivated. This research contributes to the literature on P2P tourism services and offers practical implications for tourism providers.

How to subsidize ecotourism in a tourism supply chain? An examination with a three-party evolutionary game model

Nowadays, to promote ecotourism, governments have introduced a series of incentive policies. This study considers the impacts of government subsidy on ecotourism development and builds a three-party evolutionary game model involving the government, tourism enterprises and downstream consumers. The game strategies and behavior evolution of each party have been studied. Three conditional evolutionarily stable strategy points are obtained. The authors also investigate the final evolutionary results, influencing factors and optimization paths of various parties. Some interesting conclusions are drawn. First, in the introduction stage of ecotourism, government subsidies are effective at boosting ecotourism. However, when the market reaches stabilization, enterprises and consumers might not choose ecotourism even with government subsidies. Second, during the evolutionary process, the government subsidies probability exhibits two trends of an initial increase followed by a subsequent fall to zero, or ongoing subsidies. Finally, the initial state of the government, enterprises and consumers has a greater impact on the stability outcomes. When enterprises' and consumers' initial preferences for ecotourism grow, the government's willingness to subsidize diminishes significantly. Meanwhile, subsidies for consumers work better than those for enterprises.

A critical insight into the intersection of sustainability and technology

Purpose This paper aims to explore the role of blockchain (BCT) and Artificial Intelligence (AI) technologies in enhancing and incentivizing environmentally responsible, socially inclusive and economically viable tourism practices within the hospitality and tourism (H&T) industry. Design/methodology/approach This study is based on a critical reflection research approach that enables a synthesis of information derived from existing literature's insights and the authors' experiences and observations. By examining frameworks and theories in the literature, critical reflection also helps develop a more comprehensive understanding of the topic. Findings This study portrays how BCT could be used to track the sustainability credentials of tourism providers and how AI can optimize energy usage in hotels. This study depicts how adopting technology-driven sustainable practices in the H&T industry can increase profitability, improve reputation, compliance with regulations, efficiency and a better guest experience. Practical implications The study suggests targeted actions and policy frameworks that can be tailored to different stakeholder groups (hospitality businesses, policymakers and tourists) to overcome barriers and maximize the positive societal and environmental impacts of adopting BCT and AI for sustainable tourism. Originality/value The originality of this study lies in its ability to offer new perspectives and novel recommendations on the diverse uses of AI and BCT in the context of sustainable tourism. Furthermore, the study provides strategic and policy elements (Targeted actions and policy frameworks) for stakeholders to integrate sustainable tourism practices using BCT and AI successfully. This study differs from earlier review studies that primarily focused on adopting emerging technologies and ignoring the sustainability angle in the use of technology.

A Non-Compensatory Index of Community Participation in Cross-Border Tourism Development Processes

We propose a composite index to measure and benchmark community participation in cross-border tourism development processes. The index synthesizes information regarding three dimensions of this construct, deemed as very important by the extant literature: residents’ engagement in the planning process and willingness to proactively welcome tourists and provide tourist services directly through sharing-economy platforms. The latter aspect is crucial to develop a local tourist supply able to combine environmental sustainability and financial feasibility in marginal areas, where public funding is scarce and private investments are unprofitable. This study offers a methodological innovation using response rates to open-ended questions to measure residents’ engagement in tourism planning. By applying the ELECTRE III algorithm, which is non-compensatory and ensures reliability in the presence of a high degree of uncertainty, survey information is aggregated in a single figure, which can be easily interpreted by destination managers and policymakers. After COVID-19, in readying for the next pandemic, decision makers should find our index as a very relevant and useful tool for tourism recovery and innovation planning, including compliance with measures to prevent the spread of future infections. We apply the proposed index to ten Croatian and Italian lands involved in a European development project. Data were collected through face-to-face interviews with residents, according to an availability sampling design. We obtained 879 valid questionnaires. The robustness of the resulting index is tested through an uncertainty and a sensitivity analysis.

Human vs. AI: can ChatGPT improve tourism product descriptions?

ABSTRACT Generative artificial intelligence (AI) is a transformative technology with the potential to impact tourism in diverse ways. One important possible application of AI entails tourism suppliers employing AI-powered chatbots, such as ChatGPT, to generate marketing content. It is unclear, however, how such marketing content compares to content created by humans. Consequently, this study’s purpose was to compare perceptions of actual tour descriptions from TripAdvisor with ChatGPT-optimised versions of those descriptions. An experiment was conducted in which subjects (N = 579) were randomly provided either the actual description or a ChatGPT-optimised description of Panamanian indigenous cultural day-tours. Subjects then completed a questionnaire assessing variables including the text’s perceived tone, the information’s perceived usefulness and credibility, and the subjects’ desire to take the tour. Findings revealed ChatGPT improved the product descriptions along various dimensions, but did not significantly increase desire to take the tours. The findings make an important contribution to the incipient empirical tourism literature examining ChatGPT, and yield numerous theoretical and practical implications, which are discussed.

Strategies for Performance Optimization: Risk Mitigation in Tourism Supply Chains of Indonesia

In the context of optimizing performance, the tourism industry has great potential as a source of income for regions and countries. One area that has great potential in the tourism industry is Rembang Regency, Central Java, Indonesia. However, this industry is also vulnerable to various risks, such as natural disasters, pandemics, and security issues. Therefore, this research aims to identify risks in the tourism industry supply chain in Rembang Regency and develop effective mitigation strategies. The research method used is decision matrix risk assessment (DMRA), which involves supply chain mapping, risk identification, risk assessment, risk response development, and risk response control. The results of identifying risks that need to be mitigated from travel agents to tourist activities include fluctuating products/services, incompatibility with tourist destinations, and failure in promotional programs. Meanwhile, stakeholder activities in the tourism industry include failure in formulating policies and promotional programs. Proposed mitigation measures include diversifying supply chains, improving communication between suppliers and the tourism industry, and developing flexible policies. Implementation of this strategy is expected to strengthen the tourism industry supply chain in Rembang Regency, improve the tourist experience, and support sustainable economic growth. Risk mitigation in the tourism industry also contributes to the performance of the tourism industry and the achievement of sustainable development goals (SDGs) by providing benefits to the environment, economy, and local communities.

Destination image and personality in workation tourism

ABSTRACT Workation represents an emerging and intriguing alternative type of tourism that integrates work and leisure. While it has gained substantial popularity, scholarly research in this field has been relatively constrained, particularly regarding the role of destinations. This study addresses this research gap by investigating the most salient attributes characterising an ‘ideal workation destination’. We present a theoretical model integrating components from the destination image and personality frameworks and employ fuzzy-set qualitative comparative analysis on a sample of 213 individuals. Compared to past work exploring the workation concept, experiences, and workationer characteristics, our research focuses on the attributes of destinations that make them attractive for this emerging tourism trend. The findings categorise workationers based on the destination attributes they prioritise, identifying three main groups: outdoor enthusiasts, extroverts, and hipsters. Understanding workationers’ diverse preferences regarding destination attributes enables tourism providers and destination management organisations in remote and undiscovered destinations to tailor their offerings and attract tourism flows seeking unique work-leisure experiences. This approach can support the revitalisation of these areas, enhancing their appeal and sustainability.

REVIEW OF THE PANDEMIC PERIOD, REORGANIZATION OF THE SZEKLERLAND’S TOURISM OFFER

The study seeks to answer the question of how the counties of Szeklerland, Harghita, Covasna and Mureș in Romania have changed in recent years, primarily between 2017 and 2022, in the middle of which period the pandemic which began in 2020, triggered various difficulties. Data from the Romanian National Statistical Institute were used in the research, providing insights into the changes in tourism in Romania and Szeklerland. The data include yearly changes, such as changes in the number of accommodation establishments, their occupancy rates or the number of guests arriving at the establishments, as well as monthly breakdowns, which are mainly necessary for the analysis of seasonality. The results obtained from the secondary data analysis used in the study reflect the nature of the difficulties faced by the tourism sector during the pandemic period and the trends in the efficiency of tourism supply in the period preceding and following the pandemic. The 2010s have clearly been a year of step-by-step development and minor successes in tourism, culminating in 2019 in terms of the turnover of accommodation in Szeklerland. During this period, a number of new tourist units opened their doors, with 35,889 new beds added in Transylvania between 2012 and 2022 and 2,427 new beds added in Szeklerland between 2012 and 2022. After a good period for the sector, a slight change in trend started in 2020, mainly due to the fact that tourists started to prefer trips that require less personal contact with other tourists, but also due to a significant change in their accommodation needs, with an increase in both the number of accommodation units and the number of beds for higher quality accommodation types, while the opposite is observed for lower quality accommodation types.

Exploring Senior Tourists' Technological Experiences: Based on Embodied Cognitive Theory

ABSTRACTThe global aging population brings a growing senior tourist market. This study applies embodied cognitive theory and grounded theory to explore how senior tourists' technological experiences are formed in three travel stages. Twenty‐five in‐depth interviews were conducted with senior tourists aged 55–82. Three main components of embodied technological experiences were found, namely the characteristics of senior tourists, tourism contexts, and technological cognition. Characteristics affect technological cognition and how seniors react in specific tourism contexts. Tourism contexts play a stimulating role in motivating senior tourists to participate in different tourism activities. Technological cognition reflects personal characteristics and factors that influence technological usage. It proposes meaningful insights that can inspire tourism suppliers to enhance senior tourists' overall technological experience.

The analysis of the medical tourism expansion policy in Taiwan: a policy analysis using Kingdon’s multiple streams

BackgroundSince 2006, Taiwan has actively pursued the development of its medical tourism industry. In 2013, the government sought to bolster this sector by integrating medical tourism into the Free Economic Pilot Zones. Despite narrowly missing the mark, the initiative failed to materialize into law. This qualitative study endeavors to discern the pertinent factors influencing the agenda-setting process for incorporating medical tourism into the Free Economic Pilot Zones in Taiwan.MethodsA comprehensive examination of policies concerning the legitimation of medical tourism within the Free Economic Pilot Zones was undertaken through semi-structured interviews and a thorough review of policy documents. Key informants were strategically selected using purposive and snowball sampling techniques. Thematic analysis was applied to scrutinize the amassed data and organize it within the framework of Kingdon's multiple streams.ResultsIn the problem stream, increasing financial strains and cost containment pressures under the National Health Insurance program have long driven health care providers to seek further opportunities in medical tourism. The existing barriers to expanding medical tourism in Taiwan included diplomatic tensions (specifically cross-strait relations), public concerns about commercialization of medical care and reduced their access to care, and legal and language barriers. Within the policy stream, factors such as franchise fees to support national health insurance, limited number of demonstration medical tourism sites and services allowed, the allowance of foreign medical personnel, regulations governing domestic physicians, the importance of demonstration, regulation, and accreditation, as well as restrictions on investment from China, were emphasized. The politics stream highlights factors such as governmental support, opposition from opposing parties, public concerns and critics from academia and non-governmental organizations, and skepticism from medical faculties.ConclusionAcknowledging the recognized challenges in enacting the medical tourism provision of the Free Economic Pilot Zones Special Act and emphasizing the political will of leadership, a viable policy solution remained elusive. Although a window of opportunity existed for the passage of the bill, it waned as public concerns sidelined the issue from the national agenda. The Taiwan case underscores the necessity for meticulous consideration of issues, proposed solutions, and political dynamics to achieve successful policy enactment.

Why and when physical cleanliness increases tourists’ payments under pay-what-you-want pricing: the mediating role of moral self-regard and the moderating role of regulatory focus

The pay-what-you-want pricing scheme has been frequently employed by nonprofit and for-profit tourism organizations. While this voluntary payment format can foster inclusivity by making tourism accessible to a larger population, one urgent challenge these institutions face is how to increase consumer payment to sustain both social and economic sustainability. The present work proposes a novel solution, that is, leveraging consumers’ actual or vicarious experience of physical cleanliness. Through two questionnaires and three experiments, this work demonstrates that physical cleanliness significantly boosts payment magnitude under pay-what-you-want. Importantly, this research identifies consumers’ regulatory focus as a vital boundary condition. Specifically, the positive cleanliness effect occurs among promotion-focused people but disappears among prevention-focused individuals. Besides, this study reveals that moral self-regard is the underlying mechanism driving the positive cleanliness effect. Theoretically, the current study presents a new perspective to understanding determinants of tourists’ voluntary payment decisions by investigating their embodied experience of physical cleanliness. It adds new insights to the sustainable tourism literature by addressing both social and economic sustainability through increased payments under pay-what-you-want pricing. Practically, the research findings provide destination managers and tourism providers with valuable guidance on how to boost people’s voluntary payments.

Short breaks and micro vacations: scale development and validation of micro vacation motivation

Purpose In view of the rapid growth of micro vacation trend in post-pandemic era, this study aims to identify the underlying motivational factors for micro vacation by developing and validating a measurement scale, while explore the influence of micro vacation motivation on travel intention. Design/methodology/approach This research adopts mixed methods. Nine dimensions with 38 items are initially yielded through extensive literature review and in-depth interview (n = 22). Expert panel review filters the scale into eight dimensions with 35 items. Principal component analysis (n = 376) purifies the measures into a 35-item and seven-dimension scale, further confirmed by confirmatory factor analysis (n = 616). Nomological validity test (n = 694) proved the positive effect of micro vacation motivation on travel intention. Findings The results present a measurement scale of micro vacation motivation and reveals its seven dimensions: self-presentation, spiritual satisfaction, bonding, convenience, sense of rituals, place attachment and perceived risk. All the motivational factors positively influence travel intention for a micro vacation. Practical implications Through profound comprehension of micro vacationers’ travel motivation, destination marketers and tourism providers can better design their products based on vacationers’ needs while stimulate potential market’s visiting intention by diverse marketing activities. Originality/value This study enriches the literature of micro vacation tourism and deepens the knowledge of travel motivation, filling the research gap of tourists’ motivation in micro vacation market.

Health tourism in Malaysia: understanding the drivers of satisfaction and revisit intention

ABSTRACT Medical tourism is a dynamic industry that seeks to improve satisfaction and foster loyalty among Arab medical tourists. This study delves into the complex experience of medical tourism among Arab patients in Malaysia by using an integrated analytical framework that examines the combined effects of quality perception and recovery experience on tourists’ satisfaction and intentions to revisit. Utilising a cross-sectional design with purposive sampling, the study collected responses from 432 Arab patients, employing Partial Least Squares Structural Equation Modelling (PLS-SEM) and Necessary Conditions Analysis (NCA) to analyze the data. The findings reveal that perceived quality, especially in healthcare services and post-treatment care, significantly enhances tourist satisfaction, which directly influences their intentions to revisit. Additionally, trust emerged as a critical factor that not only strengthens the relationship between satisfaction and revisit intentions but also acts as a necessary condition for achieving high satisfaction levels. This research contributes to tourism literature by detailing the specific pathways through which service quality and recovery experience impact tourist satisfaction and revisit intentions. It provides practical insights for medical tourism providers to optimise service delivery and trust-building strategies, thereby enhancing Malaysia's reputation as a premier medical tourism destination.