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The research analyzes the influence of three environmental triggers, i.e. awareness, concern and knowledge on environmental attachment and green motivation that affect tourists' pro-environmental behavior in the Pakistan’s tourism industry. Furthermore, this study has analyzed the moderating role of moral obligation concerning environmental attachment and green motivation on tourists' pro-environmental behavior.

Data were gathered via a structured questionnaire by 237 local (domestic) tourists of Pakistan. Furthermore, the data were examined by employing SmartPLS.

Findings demonstrate that all three environmental triggers have a positive and significant relationship with environmental attachment and green motivation. Accordingly, environmental attachment and green motivation promote tourists' pro-environmental behavior. Furthermore, the moderating role of moral obligations has also been incorporated in the study. The finding reveals a strong and positive relationship among environmental attachment and tourists' pro-environmental behaviors during high moral obligations. In contrast, moral obligations do not moderate association between green motivation and tourists' pro-environmental behavior. Therefore, competent authorities should facilitate tourists to adopt environmentally friendly practices; which will ultimately promote pro-environmental behavior.

This study provides useful insights regarding the role of tourism in fostering environmental attachment and green motivation that sequentially influence tourist pro-environmental behavior. Secondly, this research has employed moral obligations as a moderator to identify the changes in tourists’ pro-environmental behavior based on individuals' ethical considerations. Hence, the study provides an in-depth insight into tourists' behavior. Lastly, the present research offers effective strategies for the tourism sector and other competent authorities to increase green activities that can embed the importance of the environment among individuals.

This paper analyses the impact of the COVID-19 pandemic on Myanmar’s tourism industry, identifying challenges and innovations, and predicting future trends to foster a resilient and sustainable sector.

The study uses a comprehensive analysis of tourism trends, government and private sector responses and changes in tourist behaviour, employing data, case studies and policy reviews.

The pandemic significantly disrupted Myanmar’s tourism, causing economic losses and shifts towards sustainable, outdoor and cultural experiences. Effective strategies by the government and private sector are aiding recovery and suggesting a more diverse and resilient future.

The research is limited by the availability of data during the pandemic, highlighting the need for ongoing strategy adaptation.

The study recommends digitalization, health protocols, domestic tourism focus and sustainable practices for a robust post-pandemic industry.

The study emphasizes the pandemic’s social impact on tourism-dependent communities and the need for inclusive, sustainable tourism practices.

Itprovides unique insights into COVID-19’s multifaceted impact on Myanmar’s tourism, offering valuable information for future sector strategies.

This study used an integrated model that incorporates the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour (TPB) to empirically investigate how eco-gamification stimulates users' sustainability knowledge and, consequently, their pro-sustainable intentions through the mediating roles of sustainable knowledge and psychological and social norms. Thus, the study aims to examine users'’ experiences with the JouleBug app, which is designed to encourage users to complete at least one daily green task.

After a trial period of two weeks, a total of 360 participants completed the post-game survey during the research process.

The findings from the structural equation modeling and data analysis indicated a good fit for the model. The findings demonstrate that usefulness, ease of use and enjoyment of eco-gamification enrich users' sustainability knowledge, which, in turn, strongly influences their pro-sustainable intentions. According to the findings, the three factors of TPB have a significant impact on users' pro-sustainability intentions. Both sustainable knowledge and social cues play mediating roles in such relationships.

This study advocates that eco-gamification can be used as a platform to modify tourists’ pro-sustainability intentions in emerging tourism and technology destinations such as Egypt. Hence, this study offers significant information to tourism planners and other stakeholders on tourists’ behavioural intentions.

This study examined the effectiveness of an integrated model of TAM and TBP in predicting tourists’ intentions to use eco-gamification to improve the sustainability of tourist destinations.

本研究采用结合技术接受模型（TAM）和计划行为理论（TPB）的综合模型, 旨在探究生态游戏化如何提升用户对可持续性的认知, 从而影响他们支持环保行为的意愿。通过研究可持续性知识以及心理和社会规范在其中的中介作用来实现这一目标。因此, 本研究调查了用户使用JouleBug应用程序的体验, 该应用程序旨在鼓励用户每天完成至少一个环保任务。

在为期两周的试验期后, 共有360名参与者在研究过程中完成了后测问卷调查。

通过结构方程模型和数据分析, 研究结果表明模型拟合良好。研究发现, 生态游戏化的实用性、易用性和乐趣能够丰富用户的可持续性知识, 从而强烈影响他们支持可持续性的意愿。研究结果还显示, 计划行为理论（TPB）的三个因素对用户的支持可持续性意愿有显著影响。可持续性知识和社会提示在这些关系中发挥着中介作用。

本研究主张, 生态游戏化可以作为一个平台, 用于引导游客在埃及等新兴旅游和科技目的地中支持可持续性的意愿。因此, 该研究为旅游规划者和其他利益相关者提供了有关游客行为意向的重要信息。

本研究考察了TAM和TPB综合模型在预测游客使用生态游戏化改善旅游目的地可持续性意愿方面的有效性。

Este estudio utilizó un modelo integrado que combina el Modelo de Aceptación Tecnológica (TAM) y la Teoría del Comportamiento Planificado (TPB) para investigar cómo la eco-gamificación aumenta el conocimiento de los usuarios sobre la sostenibilidad y, en consecuencia, sus intenciones para actuar favorablemente en el medio ambiente. Esto se logró analizando cómo el conocimiento sostenible y las normas psicológicas y sociales actuaban como mediadores. Para ello, la investigación examina las experiencias de los usuarios con la aplicación JouleBug, diseñada para fomentar que los usuarios realicen al menos una tarea verde diaria.

Tras un período de prueba de dos semanas, un total de 360 participantes completaron la encuesta posterior al juego durante el proceso de investigación.

Los resultados del modelo de ecuaciones estructurales y análisis de datos indicaron un buen ajuste del modelo. Los resultaros evidencian que la utilidad, facilidad de uso y disfrute de la eco-gamificación enriquecen el conocimiento de sostenibilidad de los usuarios y, a su vez, influye significativamente en sus intenciones pro-sostenibilidad. Conforme a los resultados, los tres factores de la TPB tienen un impacto significativo en las intenciones pro-sostenibilidad de los usuarios. Tanto el conocimiento sostenible como las señales sociales desempeñan roles mediadores en estas relaciones.

Este estudio aboga por el uso de la eco-gamificación como una plataforma para modificar las intenciones pro-sostenibilidad de los turistas en destinos emergentes de turismo y tecnología, como Egipto. Por tanto, esta investigación proporciona información significativa para los planificadores de turismo y otros interesados en las intenciones conductuales de los turistas.

Este estudio examinó la eficacia de un modelo integrado de TAM y TPB para predecir las intenciones de los turistas de utilizar la eco-gamificación para mejorar la sostenibilidad de los destinos turísticos.

Recent reviews of field experiments aiming to entice tourists to behave in more environmentally sustainable ways conclude that attitudes – while the primary target – do not perform as well as expected. The purpose of this study is to analyse in detail when attitudes have or have not been successful as behavioural change targets and propose a conceptual framework of possible explanations. In so doing, this study represents the first theoretical – rather than empirical – challenge to the currently dominant theoretical understanding of environmentally significant tourist behaviours and offers alternative theoretical constructs tourism researchers aiming to make tourists behave in more sustainable ways could investigate in future.

The authors investigate in detail experiments where attitude-based behavioural change approaches failed. Based on the insights from this analysis, the authors propose a conceptual framework offering five potential explanations. This study also discusses alternative theoretical constructs that could be used for behavioural change interventions.

The authors derive five potential explanations for why attitudes often fail to trigger behavioural change in the context of environmentally sustainable tourist behaviour: tourists do not notice messages attempting to change their attitudes; tourists are unwilling to cognitively process behavioural change messages; tourists develop reactance to behavioural change requests; attempts to alter attitudes do not influence habits; and attempts to alter attitudes do not reduce the effort associated with displaying the desired behaviour.

This study broadens research attention to alternative theoretical constructs that may be more effective in making tourists behave in more sustainable ways and opens opportunities for new measures tourism businesses and destinations can implement to influence tourist behaviour.

To the best of the authors’ knowledge, this is the first theoretical investigation of possible reasons why attitudes have performed poorly as targets of behavioural change interventions aiming to trigger environmentally sustainable tourist behaviours.

After completion of the case study, the participants would be able to understand the challenges in building a sustainable homestay tourism business; develop a positioning statement for La Pinekonez which builds a unique competitive advantage; and outline elements of the business strategy to profitably sustain and grow a sustainable tourism homestay in terms of service offering, pricing, marketing and operations.

La Pinekonez Homestay, located in the beautiful region of Himachal Pradesh, India, is the subject of this case study, which explores both its successes and its difficulties. In August 2022, Arvind, the dedicated sole proprietor of La Pinekonez, grappled with multifaceted challenges, the first being the foray of established hotel chains into the homestay business. As the protagonist, was is in dilemma of preserving La Pinekonez’s unique identity amidst corporate competitors, particularly with regards to differentiating from the expanding hotel chains. The clash between customer expectations for hotel-like amenities and the homestay’s commitment to sustainable tourism presented a crucial challenge. Negative reviews questioning the authenticity of La Pinekonez’s green initiatives heightened the complexity. Adding to Arvind’s predicament were the seasonal fluctuations in tourist inflow and his aspiration to embrace immersive tourism trends. This case study facilitates exploration of strategic positioning, sustainability management and marketing strategies in the dynamic and competitive hospitality industry. It also offers insights into the complexities of balancing differentiation, customer satisfaction and sustainability while navigating the evolving landscape of tourism trends.

This case study is suitable for students of tourism and hospitality management at postgraduate level. The case study can be discussed once the basic concepts of hospitality management and service dimensions are covered.

Teaching notes are available for educators only.

CCS 12: Tourism and hospitality.

This study aims to delve into the transformative potential of metaverse-driven sustainable tourism (MDST) to envision a sustainable and inclusive future for the tourism industry.

The author uses a forward-looking approach by drawing insights from existing literature, visionary articles and an analysis of technological developments to project the MDST trajectory to 2050, aligning with sustainable development goals (SDGs).

The study highlights the profound potential of MDST as a crucial force in sustainable tourism, identifying key components – immersive experiences, artificial intelligence integration, blockchain and collaborative platforms – that will drive MDST’s evolution. The alignment with SDGs demonstrates MDST’s capacity to facilitate global collaboration, cultural exchange and community engagement, especially in uncertain situations (e.g. pandemic).

While presenting an exploration of MDST, there is a need for empirical evidence in response to the dynamic tourism environment.

Tourism policymakers, businesses and technology developers can leverage MDST to drive sustainable practices, enhance user experiences and contribute to economic growth. The findings offer actionable insights for the practical implementation of MDST initiatives, aligning with the importance of SDGs.

The value of this study lies in its forward-looking perspective, envisioning the role of MDST in the year 2050. The author proposes ten foci for MDST development, contributing to the discourse on sustainable tourism.

This study aims to examine the influence of collectivism, brand prestige and brand identification on green brand loyalty among Generation Z and older generation travellers in India. Loyal consumers are essential for the long-term success of hotels.

A single cross-sectional design is used in the study, with a total of 277 Generation Z and 299 Older generation travellers surveyed directly at three different tourist destinations in India. The PLS-SEM approach is used to analyse the data.

The study’s findings showed that among Generation Z travellers, factors such as collectivism, brand identification and brand prestige play a significant role in shaping green brand loyalty towards hotels. Furthermore, we noted that collectivism directly influences brand prestige and identification. Conversely, for the older generation, the study did not substantiate the impacts of collectivism on green brand loyalty nor the relationship between brand identification and green brand loyalty.

This study uniquely contributes to the literature by revealing generational differences in the influence of collectivism and brand factors on green brand loyalty within the Indian hotel industry.

本研究探讨了集体主义、品牌声望和品牌认同对印度 Z 世代和老一代旅行者绿色品牌忠诚度的影响。 忠诚的消费者对于酒店的长期成功至关重要。

该研究采用单一横断面设计, 直接在印度三个不同的旅游目的地对总共 277 名 Z 世代和 299 名老一代旅行者进行了调查。 PLS-SEM 方法用于分析数据。

研究结果表明, 在 Z 世代旅行者中, 集体主义、品牌认同和品牌声望等因素在塑造酒店绿色品牌忠诚度方面发挥着重要作用。 此外, 我们注意到集体主义直接影响品牌声誉和认同。 相反, 对于老一代人来说, 该研究没有证实集体主义对绿色品牌忠诚度的影响, 也没有证实品牌认同与绿色品牌忠诚度之间的关系。

这项研究揭示了集体主义和品牌因素对印度酒店业绿色品牌忠诚度影响的代际差异, 对文献做出了独特的贡献。

Este estudio examina la influencia del colectivismo, el prestigio de la marca y la identificación de la marca en la lealtad a la marca ecológica entre la Generación Z y los viajeros de la generación anterior en la India. Los consumidores leales son esenciales para el éxito a largo plazo de los hoteles.

En el estudio se utiliza un diseño transversal único, con un total de 277 viajeros de la Generación Z y 299 de la Generación Mayor fueron encuestados directamente en tres destinos turísticos diferentes en la India. El enfoque PLS-SEM se utiliza para analizar los datos.

Los hallazgos del estudio mostraron que entre los viajeros de la Generación Z, factores como el colectivismo, la identificación de marca y el prestigio de la marca juegan un papel importante en la configuración de la lealtad hacia las marcas ecológicas hacia los hoteles. Además, observamos que el colectivismo influye directamente en el prestigio y la identificación de la marca. Por el contrario, para la generación mayor, el estudio no corroboró los impactos del colectivismo en la lealtad a la marca verde, ni la relación entre la identificación de marca y la lealtad a la marca verde.

Este estudio contribuye de manera única a la literatura al revelar diferencias generacionales en la influencia del colectivismo y los factores de marca en la lealtad a las marcas ecológicas dentro de la industria hotelera india.

This study aims to examine the perceived values of the metaverse when adopting it in the luxury hospitality business. Based on the cost–benefit perspective, this research provides solid theoretical contributions and actionable managerial recommendations.

An exploratory sequential mixed-method design was used. For the qualitative phase, 21 hotel managers and 24 hotel guests (who often stay in four-star and five-star hotels and resorts) were interviewed after showing them a series of videos about using the metaverse in the hotel business. Based on the results of the qualitative phase, the analytic hierarchy process method was used, and 476 valid questionnaires were analyzed.

The results highlight the perceived benefits (personalized services, immersive experience and positive brand image) and costs (lack of human touch, time and effort and security and privacy) of metaverse adoption for hotel managers and their guests. In addition, the study determines the weight of each value attribute of metaverse adoption for each travel stage (pre-travel, during travel and post-travel).

Regarding metaverse adoption, the research offers practical suggestions for luxury hotels. For instance, the cost of equipment and the time and effort required are perceived costs of metaverse adoption. To address these challenges, hotels may offer free equipment (e.g. VR headsets) and training to their guests to stimulate the use of the metaverse.

This study addresses a gap in the literature by presenting a conceptual framework for examining metaverse adoption in the luxury hotel scenario. Unlike using conventional models like the technology acceptance model or the unified theory of acceptance and use of technology to investigate a technology’s adoption, this study stands out by unraveling the topic through the lens of value proposition. The latter often comes from an efficient value co-creation process, which is indeed shaped by an adequate appreciation of the congruence of perceived values (i.e. perceived benefits and costs) of metaverse from hotel manager and guest perspectives.

This paper addresses a crucial research need by examining the influence of compatibility, a pivotal design element for hotel concierge apps, on the socio-psychological dynamics of digital hotel guests. While prior research has examined the constructs, their application to digital concierge apps introduces a unique context. We posit that compatibility significantly influences central variables rooted in theory of planned behaviors (TPBs) and technology acceptance model (TAM), fostering positive usage intentions.

Analyzing data from 668 four-star hotel guests through PLS-SEM substantiates compatibility’s role, endorsing the theoretical amalgamation of affordance, TPB, and TAM frameworks.

Compatibility positively affected perceived ease of use, perceived usefulness, and attitude toward behavior. Besides, usage intention positively affected willingness to pay a price premium and revisit intention.

This paper adopts compatibility as a unifying force for integrating TPB and TAM; the predictive ability of digital concierges' usage intentions on revisit intentions to upscale hotels. Further, this paper is the first attempt to highlight employing compatibility as a pivotal design factor for digital concierge apps in the hospitality setting.

This study aims to chart the impact of technological advancements on tourism from the post–Second World War era to the present and forecast their influence until 2050. It assesses how technologies have reshaped travel experiences and operations, with a focus on upcoming innovations such as the metaverse, Web 3.0 and AI, and their implications for sustainable and ethical tourism.

This study uses a hybrid approach, combining historical analysis and future projections. It analyzes archival data, industry reports and academic literature.

This study identifies crucial technological milestones that have significantly impacted tourism, including the rise of commercial aviation, the internet and AI. Future trends suggest emerging technologies will further transform the sector. Challenges in sustainability, ethics and inclusivity are highlighted as critical considerations for future development.

This paper offers a unique longitudinal perspective on technology’s influence on tourism, bridging past trends with future projections.

本研究采取混合方法, 融合历史分析与未来趋势预测。研究分析了丰富的档案数据、行业报告以及学术文献。

旨在勾勒从二战后至今技术进步对旅游业的影响, 并展望至2050年的潜在影响。本研究着重评估技术如何重塑旅游体验和运作, 特别是对元宇宙、网络3.0和人工智能等即将到来的创新技术及其对可持续和伦理旅游的意义。

识别了旅游业中关键的技术里程碑, 包括商业航空、互联网和人工智能的崛起。研究指出, 未来趋势显示新兴技术将继续深刻改变旅游业。同时强调, 可持续性、伦理和包容性是未来发展中不可忽视的关键要素。

本文从独特的纵向视角出发, 深入探讨了技术对旅游业的历史与未来影响, 将过去发展趋势与未来展望紧密结合。

Este estudio emplea un enfoque híbrido que combina el análisis histórico y las proyecciones de futuro. Analiza datos de archivo, informes del sector y bibliografía académica.

La investigación pretende trazar el impacto de los avances tecnológicos en el turismo desde la era posterior a la Segunda Guerra Mundial hasta la actualidad y prever su influencia hasta 2050. Evalúa cómo las tecnologías han reconfigurado las experiencias y las operaciones de viaje, centrándose en las próximas innovaciones como el Metaverso, la Web 3.0 y la IA, y sus implicaciones para un turismo sostenible y ético.

El estudio identifica hitos tecnológicos cruciales que han tenido un impacto significativo en el turismo, como el auge de la aviación comercial, Internet y la IA. Las tendencias futuras sugieren que las tecnologías emergentes transformarán aún más el sector. Los retos en sostenibilidad, ética e inclusividad se destacan como consideraciones críticas para el desarrollo futuro.

Este artículo ofrece una perspectiva longitudinal única sobre la influencia de la tecnología en el turismo, tendiendo un puente entre las tendencias pasadas y las proyecciones futuras.