Generative AI technologies, including large language models (LLMs), have the potential to
bring significant advancements to the tourism and hospitality industry through an array of …

Tea culture tourism is a product of the combination of agricultural tourism and ecotourism.
After the COVID-19 period, this product is more and more popular. Tourism performance is …

Tourism destinations constitute a conglomerate of attractions, service providers, and
retailers that make up the overall offerings and experiences that attract visitors. However …

Although virtual tourism (VT) has been touted as an effective alternative or transitional
solution to tourism, few researches have been conducted on how to maintain and enhance …

While overtourism is a relatively recent term, it has nevertheless triggered a large number of
publications because of its human, environmental and social challenges. This systematic …

User-generated online ratings have become a prominent tool for hotels to enhance overall
customer satisfaction. Prior research on online ratings has mainly considered commercial …

A World Heritage Site is a masterpiece of mankind and/or nature that possesses outstanding
universal value (OUV). In this regard, the 5Cs strategic objectives (credibility …

This study investigates how belief and folklore culture influence destination online
engagement behavior, with a specific focus on Meizhou Island's Mazu culture. Through …

Despite the pervasiveness of pay-what-you-want pricing in the travel and hospitality
industry, tourism scholars have devoted little effort to investigating the effectiveness of this …

Though the growth of the tourism industry has created economic and social opportunities, it
has also hurt the environment and natural resources of the tourist destinations. It is observed …