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Big data and analytics are being increasingly used by tourism and hospitality organisations (THOs) to provide insights and to inform critical business decisions. Particularly in times of crisis and uncertainty data analytics supports THOs to acquire the knowledge needed to ensure business continuity and the rebuild of tourism and hospitality sectors. Despite being recognised as an important source of value creation, big data and digital technologies raise ethical, privacy and security concerns. This paper aims to suggest a framework for ethical data management in tourism and hospitality designed to facilitate and promote effective data governance practices.

The paper adopts an organisational and stakeholder perspective through a scoping review of the literature to provide an overview of an under-researched topic and to guide further research in data ethics and data governance.

The proposed framework integrates an ethical-based approach which expands beyond mere compliance with privacy and protection laws, to include other critical facets regarding privacy and ethics, an equitable exchange of travellers’ data and THOs ability to demonstrate a social license to operate by building trusting relationships with stakeholders.

This study represents one of the first studies to consider the development of an ethical data framework for THOs, as a platform for further refinements in future conceptual and empirical research of such data governance frameworks. It contributes to the advancement of the body of knowledge in data ethics and data governance in tourism and hospitality and other industries and it is also beneficial to practitioners, as organisations may use it as a guide in data governance practices.

The purpose of this commentary is to reflect on the transformative changes organisations experience, in the form of increased use of emergent information and communication technologies (ICTs), as a significant factor in enabling the continuation of normal business practices during the COVID-19 pandemic, and subsequent key ethical considerations in the use of new technology by organisations.

This commentary adopts a reflective approach and is based on a review of theories on diffusion of innovation, dynamic capabilities and data ethics and governance, as well as up-to-date business reports to reflect on the ethical implications of new technologies for organisations.

Organisations from different industries and sectors around the world have experienced major disruptive changes because of the COVID-19 pandemic. Adoption and integration of new ICTs occurred at an accelerated pace in a collective effort to maintain “business as usual”. The use of emergent technologies is not without risks. The commentary argues that, in times of crisis, it is vital that organisations address the growing concerns around privacy and security of personal data by designing effective data governance frameworks that go beyond a mere compliance with existing policies and prevailing data privacy and protection laws to ensure data security and protection for all stakeholders.

This commentary is making the case for more considered approaches to data governance and data ethics in business following the unprecedented challenges posed by the recent COVID-19 pandemic and suggests possible ways of moving forward from an ethical perspective.

The tension between individual and collective well-being is at the core of the macromarketing perspective, and transformative luxury research (TLR) has recently begun to consider this in the context of luxury consumption. This conceptual paper reviews TLR in the setting of the tourism and hospitality industry.

The study is based on a literature review in the field of marketing and tourism management.

The authors propose a TLR–management model (MM), which identifies the link between TLR and well-being, as well as four elements that are important for the success of luxury innovations: risk; trust; ethics and ambidextrous management practices. Further studies will be able to apply this conceptual model in diverse luxury markets to develop more industry-specific versions of it but should always maintain the model’s focus on individual and collective well-being to ensure that it supports the growth of transformative luxury in the future.

The research has highlighted the benefits (individual and community well-being) of transformative research in the field of luxury products and services, but also the requirements (taking risk, trust and ambidextrous management) to achieve this transformative stage.

The study provides a guideline to be followed by the luxury yachting industry to reach its transformative potential.

According to the United Nations World Tourism Organisation, sustainable tourism is a form of tourism that meets the needs of present tourists and host regions while protecting and enhancing the opportunity for the future. It is an industry that aims at having a low impact upon the environment and local culture, generating income and employment, and ensuring the conservation of local ecosystems. The aim of this paper is to examine the ways in which the development and promotion of a new tourism product based on unique rural heritage and traditions contribute to the development of sustainable tourism strategies in Romania.

This paper includes a literature review on the topic of sustainable tourism in post-conflict destinations and provides arguments for the adoption and development of sustainable tourism. Using a case study methodological approach, this paper provides an example of a sustainable tourism destination from the Central development region of Romania (Alba County, Transylvania) to depict specific sustainable tourism practices and their impact on the place, in a post-communist and post-conflict context. The study uses a comprehensive desk-research based on secondary data from key industry and academic sources.

The research findings show that rural tourism can greatly support the (re)development of post-conflict destinations, and it makes a significant contribution to the sustainable development of the Romanian tourism industry, in general, and rural economies in particular, as shown in the case examined in this paper.

This paper illustrates that fostering the unique rural heritage and traditions of a post-conflict destination can contribute to the revival and sustainable development of the place. Sustainable tourism practices contribute not only financially to a destination but also to its social infrastructures, jobs, nature conservation, adoption of new working practices and the revitalisation of passive and poor rural areas.

This paper examines and depicts rural tourism development as an innovative and sustainable strategy for Romania, a post-conflict destination that experienced severe political and social turmoil during the communist regime, and ethnic conflicts and violent events in the 1990s. The research findings may be applicable to other geographic regions and post-conflict destinations with similar contexts.

This paper aims to examine the negative effects of events on residents’ quality of life. Particularly, the paper analyses the specific negative effects generated via “overtourism” for the duration of large-scale music festivals.

The paper uses a case study method approach to examine the negative effects that UNTOLD, the largest music festival in Romania, has on residents’ quality of life. The case is analysed via a comprehensive desk research of secondary data from industry and academic sources.

Despite its success and the positive economic impact UNTOLD festival had on the host city, several issues have a negative impact on residents’ quality of life and well-being. The negative impacts are noise pollution, vandalism and crime, traffic and parking issues, waste and damages to the natural environment, pressure on and over usage of local services and infrastructure and the increased cost of living.

Whilst organisers, local businesses and local authorities are the main parties benefiting from events, residents mainly feel the negative impact. Organisers, local authorities and businesses need to minimise the negative effects residents’ experience during the event by building sustainable partnerships and taking a more hands-on approach to sustainable and socially responsible practices. Current and potential initiatives are discussed in the paper.

This paper examines the negative impacts events may have on residents’ quality of life and discusses the case of a large-scale music festival, an under-researched context. The analysis and discussion may assist scholars and industry experts alike in generating new debates in sustainable event management practices, as well as festival organisers and public authorities in developing strategies for avoiding, containing or minimising the negative effects of events.

According to the United Nations World Tourism Organization, sustainable tourism is a form of tourism that meets the needs of present tourists and host regions, while protecting and enhancing the opportunity for the future. It aims at having a low impact upon the environment and local culture; generating income and employment; and ensuring the conservation of local ecosystems. This paper aims to examine the ways in which the development and promotion of a new tourism product based on unique rural heritage and traditions contribute to the development of sustainable tourism by relating the practices to the sustainable development goals (SDGs) 1, 8, 10, 11, 12 and 17.

Drawing on a literature review on the topic of sustainable rural tourism, this paper uses a case-study methodological approach and provides an example of a sustainable rural tourism destination from the North Western development region of Romania (Cluj County, Transylvania) to depict specific sustainable tourism practices. The study uses a comprehensive desk-research based on secondary data from key industry and academic sources.

The research findings show that sustainable rural tourism can greatly support the development of rural destination and makes a significant contribution to the sustainable development of the Romanian tourism industry, in general, and rural economies in particular, as shown in the case examined in the paper. Sâncraiu represents an example of sustainable tourism practices that contribute to poverty reduction (SDG1 – Target 1.A), provide decent work and ensure economic growth (SDG8 – Target 8.9), help reducing inequalities (SDG10 – Target 10.3), protect and safeguard the world’s cultural and natural heritage (SDG 11 – Target 11.4), promote responsible consumption and production (SDG 21 – Target 12.b) and last but not least this destination demonstrates that development is only possible when partnerships are forged (SDG 17).

This paper illustrates that fostering unique rural heritage and traditions can contribute to the sustainable development of destinations. Sustainable tourism practices contribute not only financially to a destination but also to its social infrastructures, jobs, nature conservation, adoption of new working practices and the revitalisation of passive and poor rural areas.

This paper examines and depicts sustainable rural tourism development as a transformative strategy contributing to the long-term viability of a rural destination. The research findings can be viewed as an example of good practice, which may be applicable to other geographic regions with similar contexts.

The purpose of this study is to investigate the link between history (heritage) and tourism marketing (destination branding). More specifically, the paper focusses on how heritage is used by private- and public-sector tourism organisations of post-colonial, post-conflict and post-disaster (PCCD) destinations in their branding strategy. In particular, the paper investigates how these organisations use heritage in their branding and logo design.

Within the paradigm of theory building and exploratory approach, this conceptual study is based on a narrative literature review and analysis of research and secondary data on Haiti. The study uses visual research methods to examine and reveal the basis and composition of logos of both private- and public-sector organisations in Haiti.

The findings of this paper suggest that capturing the essence of the destination is critical for any visual identification (i.e. logos), and that the visual identification can either adjust representation of past events to the time being (heritage) or move away from the past with clear expectations for the future. Such findings are reflected within the new marketing strategies adopted by the Haitian destination marketing organisation (DMO) and a private resort that we used as examples. Both moved from an idiosyncratic identity-based logo to a universal “sea-and-sun” stereotyped one that goes against heritage for which authenticity is the most important criterion.

The findings of this research may help destination managers in general, and DMOs in PCCD destinations in particular, to design logos aligned with their marketing and branding strategies. The findings of the paper may also assist industry experts in designing logos that communicate with potential tourists, by leveraging heritage to influence their emotion and decision making.

This paper represents one of the first papers in tourism research that examines branding strategies of both public and private sectors in the context of Haiti. The research contributes to the body of knowledge on heritage and destination marketing by exploring the role of heritage in the Caribbean area’s branding and marketing strategies.

In addition to data transforming the insurance sector from within, insurance consumers and their behaviour has transformed significantly over the past 20 years from traditional retail to, predominantly, online trading. Data are a fundamental part of how the sector operates, and the use of data in insurance is constantly evolving. This paper aims to explore consumer perceptions about digital privacy and their subsequent motivations to disclose personal data for insurance purposes.

The study uses an exploratory research approach based on in-depth interviews to generate metathemes to provide an understanding of consumer perceptions about digital privacy and data sharing in the insurance sector.

Consumers were extrinsically motivated to disclose data by financial reward and convenience; however, subsequent intrinsic motivations may be an influence on the initial motivations. Consumers perceived transactions as “fair” if they received the expected rewards, retained control of the data, and the data was not unilaterally used to their detriment. Concern for privacy was generally low, provided antecedent conditions were met.

As the study uses an exploration for discovery approach, the main limitation of this study is its small sample. However, this research aimed to identify metathemes and issues that may be the focus of future research in this area and is, therefore, not proposing to suggest strong conclusions and definitive answers.

This paper presents the first empirical research to examine data privacy issues in the UK insurance context. It contributes to knowledge in the areas of motivation, applied ethics and online consumer behaviour in general.

The purpose of this paper is to profile the WHATT theme issue “What marketing strategy for destinations with a negative image?” with reference to the experiences of the theme editor and writing team.

This paper uses structured questions to enable the theme editors to reflect on the rationale for the theme issue question, the starting point, the selection of the contributors and material and the editorial process.

This paper provides insights and practical suggestions in response to the theme issue question from different academic and professional backgrounds in fields as diverse as marketing, tourism, economics and heritage management.

The theme issue outcomes provide lines of enquiry for others to explore and reinforce the value of WHATT’s approach to collaborative working and writing.

The collaborative work reported in this theme issue offers a unified but contrarian response to the theme’s strategic question. Taken together, the papers provide a range of options for destination marketing organizations in response to the issues highlighted.