Showing papers in "Advances in hospitality, tourism and the services industry (AHTSI) book series in 2022"

The Future of Digital Tourism Alternatives in Virtual Reality

Abstract: In this study, a review of the future of VR technologies for digital tourism alternatives will be presented. The general purpose of the research is to contribute to VR technologies, which are developing and integrating with new systems with each passing day from the point of view of providing a general perspective in tourism. VR application information to deepen understanding of the scope of the digital future of tourism alternatives will be presented in a systematic framework. In general, VR technologies express the behavioral experiences of individuals in virtual environments. When tourism and VR technologies are combined, the composition of the product in which these virtual experiences are directed towards a purpose emerges. Every new development that occurs from a technological point of VR technology will make it possible to be used in every field of tourism. The contribution of this research is to provide suggestions for future studies as well as practical implications for the tourism industry regarding VR systems, which are among the digital tourism alternatives.

Deep Learning and Machine Learning Techniques for Analyzing Travelers' Online Reviews

Abstract: Social media platforms play a tremendous role in the tourism and hospitality industry. Social media platforms are increasingly becoming a source of information. The complexity and increasing size of tourists' online data make it difficult to extract meaningful insights using traditional models. Therefore, this scoping and comprehensive review aimed to analyze machine learning and deep learning models applied to model tourism data. The study revealed that deep learning and machine learning models are used for forecasting and predicting tourism demand using data from search query data, Google trends, and social media platforms. Also, the study revealed that data-driven models can assist managers and policymakers in mapping and segmenting tourism hotspots and attractions and predicting revenue that is likely to be generated, exploring targeting marketing, segmenting tourists based on their spending patterns, lifestyle, and age group. However, hybrid deep learning models such as inceptionV3, MobilenetsV3, and YOLOv4 are not yet explored in the tourism and hospitality industry.

Complexity of Tourism Destination Governance

Abstract: Tourism destinations can be considered as complex systems of interrelated and interdependent stakeholders. The complexity and limited power of influencing the number of stakeholders resulted in network approach to tourism destination governance. This approach is considered both theoretically and practically as a tool for strengthening its sustainable competitiveness, fostering innovation and knowledge sharing. Although the network analysis of tourism destinations has gained a significant attention in recent years, the complex understanding of its contribution to smart development is still missing. The aim of this chapter is to create a framework for smart approach in destination governance using the network science perspective. The chapter provides insights in using network analysis for strengthening the tourism destination governance. The chapter uses a case study methodology on two mature tourism destinations, providing an example of the use of network analysis for destination governance strengthening.

A Comprehensive Systematic Literature Review About Smartness in Tourism

Abstract: With the rapidly developing technology, the tourism experience has started to enrich and innovative/personalized services and competitive advantage in tourism have started to gain importance. Smartness in tourism refers to tourism activities supported by technology. This study aims to classify the current literature on the subject of smartness in tourism. First of all, a qualitative research was carried out by explaining the concepts of smart tourism and smart tourism destination in the literature. Within the scope of the research, a qualitative research was conducted using systematic literature review method. In the research, 264 academic publications related to smartness in tourism were analyzed in terms of the destinations where they were applied, the scope of the journals they were published, the language of the publication, the methods and approaches, and suggestions were made for further studies.

Restaurant Industry in the Tourist City of Eastern Europe

Abstract: This chapter is devoted to the issue of post-COVID-19 revitalization of the restaurant industry in Lviv – one of the most representative tourist cities in Eastern Europe. Lviv is a fashionable and inexpensive destination of international gastronomic tourism. The modern restaurant industry developed in Lviv until 2020. Statistical trends of losses of the city's restaurant industry, in 2020 to the the first half of 2021, are unprecedentedly: 27% of establishments were closed; more than 55% of staff lost their jobs. However, the status of the cultural and tourist capital saved the restaurant industry of Lviv from collapse. Thanks to the acquired image and promotional campaigns in 2020–2021, domestic tourists actively visited Lviv during periods of easing of quarantine restrictions and enjoyed original local gastronomic products. The strategic goal in the post-COVID-19 era is to complete the transformation of the traditional business partnership into an updated smart hospitality cluster in Lviv.

Sensor-Based Technology in the Hospitality Industry

Abstract: In today's scenario, there has been a dramatic transformation in the way services are being provided and taken by the consumers. With the changing preferences of consumers, and businesses, vendors across the regions are emphasizing towards the introduction of touchless solutions, which are likely to change the way people interact and use the services. Incorporation of smart technologies enables the operators to create a positive and seamless experience for the users. Convergence of technologies with the current market trends is expected to bring the concept of “internet of things” nearer to reality. Embracing IoT solutions transform the overall hospitality business scenario and pose several opportunities for the smart hotel solutions. In this chapter, various IoT solutions used in the hospitality and leisure sector have been discussed. This chapter further emphasizes how efficiently the touchless technology products with minimal contact enhance the operations in hospitality sector and how the hotel industry is focusing towards nurturing the dreams of travellers.

The Effects of the COVID-19 Pandemic and the Future of Aviation

Abstract: The aviation industry, which gained momentum in the 20th century, has become one of the pioneers of the transportation industry in the 21st century. Thanks to the speed of technological developments, this great and rapid development increases the importance of the sector day by day. This rapid growth in the aviation sector has been interrupted from time to time due to world wars, economic, or social crisis. Lessons learned from the crises are important factors that enable one to be prepared for future crises. For this reason, it is considered that it will be useful to examine the damage caused by the COVID-19 pandemic to the aviation sector and to reveal the right and wrong practices made during the emergence of the pandemic.

Post-Pandemic Re-Positioning in a Cultural Tourism City

Abstract: The aim of the chapter is to provide recommendations for cities that are aiming to reposition themselves in the post-pandemic period in terms of image, product development, and the attraction of different segments of visitors. It is aimed at those readers who seek to understand the role that digital tools can play in the information provision and promotion of cities, especially for younger tourists who may have been more attracted by night-time activities in the pre-COVID period and who could be redirected to other activities or areas in future strategies. A case study of Budapest is presented that is typical of a European cultural tourism destination that has also suffered from overtourism in recent years. Primary data is used to identify tourists' preferred activities in the destination as well as their choice of digital tools for finding information and optimizing experiences. Both theory and primary data are used to make recommendations for repositioning cultural cities post pandemic with the assistance of appropriate digital tools.

Electronic Word of Mouth Effects on Middle East Destination Overall Image and Behavioral Intention

Abstract: This study investigated the relationship among e-WOM, overall destination image, and European tourist behavioral intention to revisit and recommend Jordan as a tourism destination. The study examined the mediating effect of destination overall image on the relationship between e-WOM and tourist behavioral intention. A total of 339 questionnaires were collected from European tourists who visited Jordan in 2018 through a self-administered questionnaire. Structural equation modeling (SEM) was used. The result of SEM identified that e-WOM has a positive influence on the overall destination image and on the tourist behavioral intention. The overall image positively influenced the tourist behavioral intention. Overall destination image partially mediates between e-WOM and behavioral intention, and thereby, the positive impact of e-WOM on behavioral intention could be aggravated through the mediating effect of destination overall image. The findings have implications on the tourism industry, especially for key players in the Jordanian tourism board and travel companies.

Analysis of the Impact of Air Transportation on the Spread of the COVID-19 Pandemic

Abstract: With the COVID-19 pandemic, some restrictions in social life were imposed on people by the administrators. The basis of these restrictions was to prevent the spread of this epidemic in order to overcome it. Many sectors were directly or indirectly affected as a result of the restrictions. This study was conducted to reveal the statistical impact of travel by airline transportations on the COVID-19 pandemic in the United States (the U.S.). The data of the confirmed COVID-19 cases were handled for 223 days of covering between March 5, 2020 and October 13, 2020. This study provides statistical evidence that travel by airline transportation is statistically related to a significant impact on COVID-19. The result of this study suggests that social restrictions should continue for a while for the COVID-19 pandemic to be less affected by the second wave worldwide.

From Story-Based to Story-Interactive Experiences

Abstract: Storytelling has been one of the defining attributes of the theme park industry. This chapter describes the strategic storytelling present in theme parks, one of the most popular visitor attraction sectors globally. It posits four types of story-connected layers present in theme parks: story-based experiences, story-adjacent experiences, story-driven experiences, and story-interactive experiences. Each of these layers provides narrative connections with visitors and enhances positive outcomes such as visitation, revenue, revisit intention, and brand loyalty. The chapter notes the value of utilizing strategic storytelling to stage impactful experiences and suggests narrative strategies that can be applied in multiple tourism contexts.

Storytelling in Cultural Heritage

Abstract: Cultural heritage interpretation requires mediation processes connecting tangibility with intangible meanings. As a performing narrative, storytelling is an effective communication strategy in cultural and heritage tourism. In particular, digital storytelling allows to segment information and adapt it to the different audience profiles in an interactive and immersive way. Tourists become participants in the mediation process by providing their stories, while local communities enrich the curatorial discourse with their knowledge and memories about the place, culture, and heritage. Tourists and residents' co-creation, contributing to strengthening perception of local authenticity and sense of belonging, enhances the experience and engagement with the place. The literature review aims to analyse the impact of storytelling and co-creation on cultural heritage mediation and the tourist experience and community engagement.

Extended Reality as the Immersive Environment Conjunction of Augmented Reality, Virtual Reality, and Mixed Reality

Abstract: Extended reality environments will exceed virtual reality and mixed reality environments and will be understood as a new level among several of the metaverse modalities that will become technology standards on the internet of the next future. Extended reality will address as well how the user's interface will experience dramatic changes in the way users manipulate digital 3D content. Interactive objects will adopt a holographic status. The use of natural tactile interactions determines the availability of our body as an integral interface that will obtain responses in several levels of perceptions, one of which is haptics. To create the meaningful experience of our body and the possible responses obtained from a spatial interaction or interface inside this metaverse, the content and its design must achieve a fully immersive dimension. In this crucial crossroad of body and interface interactions, phenomenological experiences will be vital to understand contemporary problematics and cultural changes.

Storytelling and Experience Design in Heritage Tourism

Abstract: Stories have long been a central component to the interpretation of people, culture, and place. Recent research has substantiated the importance of storytelling in heritage tourism settings; however, few studies have provided an overview of storytelling in heritage experience design. This has left academics and service providers alike with little to no guidance as to how to effectively utilize storytelling in their experience offering. This chapter serves to synthetize what is known on the topic of storytelling in heritage experience design. It will explore the relevance of storytelling and experience design in the context of new museology, give an overview of pre-existing frameworks on the subject, and offer a critical analysis highlighting informational gaps and areas of expansion. Beyond guided tours, interpretative signs, and guidebooks, one thing is clear: if they are to facilitate experiences that are more memorable, engaging, and interactive, heritage attractions must utilize storytelling as a design tool.

Digital Marketing as a Driver of Tourism

Abstract: Brazil has enormous, underexplored tourism potential. To identify how digital marketing can boost tourism, the authors chose to examine the city of Paraty—a touristic microcosm of Brazil. Digital marketing is a low-cost marketing strategy that can reach potential tourists anywhere. Its use by tourism entrepreneurs has proven effective and able to generate significant return on investment. This exploratory study aimed to develop hypotheses. The authors used questionnaires and interviews to assess the perception of local tourism entrepreneurs regarding the affordances and advantages of digital marketing tools, techniques, and strategies. They found that entrepreneurs' adoption of digital marketing brought several benefits, including low investment costs and significant returns. However, the research revealed the need for training, mainly for small entrepreneurs to explore the numerous opportunities of the web in their businesses. Public authorities can also play a more leading role in combining and steering efforts to promote tourism.

Cinematic Storytelling with Virtual Reality for Cultural Heritage Marketing and Accessibility

Abstract: This chapter addresses the potential of virtual reality (VR) as a storytelling medium for experiential marketing and the accessibility of cultural heritage sites through a case study of a cinematic VR storytelling aimed to enhance the visitor experience at the Archeological Park of Cuma (Italy). The immersive storytelling was used both as a persuasive tool in the pre-visit stage and as a core element of the on-site visit experience for improved accessibility. The VR storytelling was created through a user-centred design process involving users and in collaboration with heritage curators. The case study illustrates how the cinematic immersive narrative is used to engage viewers, developing a connection between two VR experiences that experiment different narratives in relation to their functions in the visitor experience. Theoretical, methodological, and managerial implications are discussed for the design of visitor-centric experiences and the development of experiential marketing strategies.

Storytelling by the Sea

Abstract: Global competition has challenged destinations in devising new ways to enhance image and awareness, so they can be perceived as attractive to visitors. Storytelling is gaining increasing importance in destination marketing by adding emotional value to products. Stories impact positively on tourist involvement in experiences, as well as on destination differentiation. Furthermore, visitors' identification with destination stories seems to increase whenever stories are perceived as authentic. Ílhavo's history as a fishing community deeply connected with the sea developed from traditional cod fishing techniques. The history of this Portuguese community has helped shaping a new and distinctive narrative that sustained its positioning as a cultural destination around the identity “the Portuguese cod fishing capital”, the gem of Portuguese cuisine, and a major symbol of the country itself.

Digital Communication in Museums and Museological Spaces

Abstract: SMM (social media marketing) aims to produce content that users share in their various social media applications in order to increase brand exposure and broaden customer reach. There are numerous marketing techniques to apply in social media in order to involve the customer, some of which have costs and others that do not. Digitization was a real challenge for any museum, requiring cautious and well-planned action to be successful. In this sense, the nature of social networks demands the adoption of a constructivist perspective, that is, a perspective that involves affirmations of knowledge based on individual and collective experiences. Presently, being present in social networks presents itself as a high value advantage, allowing the exposure of the brand, product, or idea at a low cost to a large audience. This chapter aims to systematize some relational marketing best practices that are identified in the museums and museum spaces in “Baixo Alentejo” (Portugal). Specifically, some examples of relational marketing in terms of communication will be identified and analysed.

The Effects of COVID-19 on Human Resource Management in Aviation Companies

Abstract: Within the scope of the study, general information about the world aviation sector and specific information about the European aviation sector are given. The position and predictions of the aviation industry before and after COVID-19 were shared. Human resources management practices that continue to be implemented in the aviation industry and human resources management practices that are expected to be implemented after COVID-19 are mentioned. In this context, general information is given about the areas that are expected to affect the need for human resources in the use of digitalization and electronic devices. It has been evaluated that the use of existing human resources, both within the scope of digitalization and in line with the expectations after COVID-19, will both preserve the current position of the human resource and contribute to the efficiency of the aviation industry.

Film Festivals in Contamination

Abstract: Film festivals are venues with public screenings that hold a great potential for meetings, tourism, and economy. This chapter analyzes the alternatives found by some international and Brazilian film festivals in the face of the COVID-19 pandemic for the future horizon of festivals and the possible impacts of this new scenario on the audiovisual system. The chapter also presents the formats chosen by several festivals around the world, organizing their strategies into five correlated models: traditionalist, hybrid, mimetic, online, and nostalgic strategies. Such organization also originates from the research on technological forms found to soften, replace, or even expand the audience of the festivals (i.e., the development of their own streaming platforms, employment of existing platforms, and development of additional tools) to the streaming services. In the face of a digital panorama, with streaming platforms screening and distributing films, questions on the new relations between film festivals and digital platforms and their prospects arise.

Digital Storytelling and 3D Technologies for Visitor Experience and Contested Heritage Preservation

Abstract: This chapter draws on the case study of aboriginal trackways at World Heritage-listed Willandra Lakes Region of New South Wales, Australia to explore how to re-create a unique, charismatic, and vulnerable heritage site by combining 3D technology and storytelling to assist with the virtual presentation of heritage. This chapter delves into the advantages and challenges of innovative 3D scanning methods available to accurately record fossilised Indigenous footprints, providing best practice guidelines on how to best deliver these outcomes in a form of engaging immersive visitor experience. Findings suggest that storytelling techniques improve intensity of virtual experience recreated using 3D scanning techniques through the process of narrative transportation, which elicits emotional arousal and improves emotional engagement with heritage. These findings contribute to the utilisation of 3D technologies and storytelling for AR/VR to create engaging immersive experiences for visitors.

The Development of Stories of Bajo Mola in Wakatobi National Park

Abstract: Tourism is part of the experience economy, and more and more governments are interested in improving their tourism experiences. This improvement can add value for visitors as well as increasing income for local people. There are several techniques that are used in developing experiential tourism products, and this chapter focuses on development through the use of storytelling, particularly applying interpretation approach, principles, and techniques to create a story-based experiences well-known as interpretive experience. This chapter provides a case study of the development of interpretive experiences by the Bajo sea-farer, the largest sea nomad descendant in the world, who live in Mola, Wakatobi National Park, Indonesia, a UNESCO Man and Biosphere site and listed in their World Heritage Tentative List. Through series of workshops, community investigation, simulation, and tryouts, they developed four interpretive experiences strongly related to Bajo culture, namely Dolphin Watching Tour, Cultural Walking Tour, Village Canoeing Tour, and Star-Telling.

The Economic Impact of COVID-19 in the Air Transportation Industry

Abstract: Public policy design plays a significant role in alleviating the economic effects caused by this pandemic in local economies across the globe. This chapter suggests the use of input-output analysis (IO) to provide guidelines to stakeholders and policy makers in the air transportation sector to address economic concerns during the pandemic and in the post-pandemic era. IO is helpful in estimating the economic effects of COVID-19 pandemic in the air transportation sector and allows to estimate its impact on other economic sectors in a local economy. Output, value added, employment, and personal income are the variables estimated through IO. The chapter applies IO technique to evaluate the economic impact of COVID-19 on the air transportation sector in Austin, Texas. Impact estimates suggest a total loss of $1.02 billion USD in Austin MSA's economy in 2020; the number of jobs lost are estimated at 3.87 thousand and the total loss in personal income at $229.97 million USD in Austin MSA in 2020. Lastly, the value-added loss in Austin MSA is estimated at $514.20 USD in 2020.

Promoting the Development of Local Communities Through “Touripilgrimage”

Abstract: This chapter offers a “touripilgrimage” that takes place on the Portuguese Way of the Interior of Santiago de Compostela–PIWSC and how such a phenomenon can add new and different experiences to the “turipilgrims” while helping to promote the development of the local communities inserted along the way. In accordance, firstly, there is the discussion of a theoretical framework associated to the role of local identity in the sustainable development of tourism. Additionally, there is debate about the transformations in the act of pilgrimage. Secondly, it follows a case study approach based on the PIWSC. The results of this exploratory analysis highlight elements that enhance the possibilities of increasing exchanges between locals and visitors in order to insert the visitor into the local context and the community to develop through the convergence of its endogenous attributes. The dialogue between the different local actors is essential to establish guiding strategies that will compose the dynamics of the communities.

Show Me a Story

Abstract: User-generated videos (UGVs) are stories, and stories reflect how we experience the world. This chapter explores the story-like nature of UGVs by applying narrative analysis to deconstruct a tourism destination's Instagram Reels, revealing their influence on user engagement. Posted comments for each of 20 Reels are coded based on their representation of cognitive, affective, and behavioral dimensions of engagement as they relate to the story elements of plot, character, and verisimilitude. Results indicate that the most engaging Reels feature all story elements, unique locations, and personalized stories. These fulsome video stories are most likely to provoke cognitive engagement, whereas UGVs with fewer elements provoke emotional engagement. This study uniquely connects destination engagement and narrative elements in user-generated storytelling videos to guide destination social media marketing effectiveness.