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This paper aims to analyze the modern problems and the main trends of development of the health-improving tourism sector in the southern part of Russia and to identify significant factors in overcoming the complex challenges related to specific socio-economic conditions in the study area.

The material that served as the basis of the study comprises statistical data from the Southern Federal District and its subjects, as well as data about the development of tourism infrastructure on the official websites of governments, Ministry of Tourism and the population of the Southern Federal District. This information was systematized from a number of perspectives, including identification of the chronology of health-improving tourism infrastructure development in the chosen territory, as well as the advantages and disadvantages in this area. Based on the results of the study, the authors also developed some recommendations to overcome existing inactive trends in the field of health tourism.

This paper sheds light on the understanding of the challenges and changes that took place in the resort agglomerations of the south of Russia in terms of current issues and those that must be addressed in the coming years. It was concluded that health tourism in the south of Russia has old traditions based on the natural resource potential of territories that are included in the composition of the Southern Federal District. At the same time, the authors came to the conclusion that, unfortunately, not resort agglomerations are fully utilized. Furthermore, some historic resorts were not well maintained by local authorities and have suffered more recently because of lack of investment. At present, the financial results of health resorts and others related to health-improving tourism are precarious as most operations are unprofitable, and so complex decisions are needed to address the underlying problem of resource optimization because of the important social and economic role of the cities in this region. They have special natural and resource potential and preserve traditions related to health-improving tourism.

The paper provides a conceptual analysis based on limited empirical data combined with some directions for further research.

The paper attempts to reveal the impact of social, economic and geopolitical factors, both negative and positive, on the development of the health-improving tourism segment, restructuring of the Russian tourism market and the emergence of promising opportunities and new directions for development. The findings also provide insights for practitioners and researchers, and the tourism industry can draw on this analysis to guide the development of strategy, increase investment attractiveness, make more effective use of the natural resource potential and maintain pressure on government partners to provide support to tourism.

The present chapter has reviewed the opportunities and limitations of the Russian Federation to situate as a leading international destination. There are significant methodological and conceptual issues during the assessment of the world countries and regions safety level. They are caused by lack of the universal assessment method of such risks, incompleteness of the risk criteria taken into consideration, subjective assessment factors, and occasional substitution of the risk factors with the political–competitive ones. Still, the safety issue is one of the most important for a modern tourist. The available information resources, providing their own safety level assessment of the world countries and regions for travellers, differ between them in terms of the selected categories, specified safety levels of the countries and regions and also in terms of understanding and details of the travel risk notion itself. But the greatest challenge for an ordinary tourist, who does not have experience in searching specialised information, is to become familiar with these information resources.

This paper aims to profile the WHATT theme issue “Why is the Russian tourism and hospitality market becoming more diverse with new destinations?” with reference to the experiences of the theme editor and writing team.

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

This paper provides a framework to facilitate discussion between all stakeholders in Russia’s tourism and hospitality industry, identifies ways of improving competitiveness as a tourist destination and contributes to thinking about sustainable development. The outcomes of a broad-ranging collaboration yield fresh insights, a deeper understanding of the issues and an array of possible responses to the theme issue question.

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 collection of articles provides a detailed picture of the changes occurring in the Russian tourism and hospitality market.

The desire for health and well-being is a strong driver in the food market. Scientific publications show that health is an important motive for both functional and organic food consumption. The aim of this study is to investigate whether functional and organic food consumers have the same understanding of health, and which health and well-being improving lifestyles are characteristic for them. Based on this, the authors identify dimensions for a wellness-orientated lifestyle model.

In order to measure the different well-being and health lifestyles, AIO dimensions were adapted to theoretical wellness concepts. The results of the conducted factor and multiple OLS regression analyses are based on the data of an online survey of 500 German consumers.

Consumers of functional food have a similar concept of health and well-being to organic consumers, but differ in certain aspects in their way of achieving this. The purchase of organic and functional food is driven by different lifestyles. Overall, the results confirm the link between organic food and an active lifestyle, as well as functional food and a passive lifestyle.

The paper contributes to the discussion of health in marketing and especially in the food industry. The results reveal which kinds of lifestyle food marketing should be considered in a target group specific product communication and positioning.

This study contributes to the understanding of consumer behaviour, especially in the organic and functional food segment. It highlights the importance of health for both food types and also important differences in the understanding of wellness. Moreover, the results reveal first dimensions for a wellness-orientated lifestyle approach – especially for the food market.

This article discusses how the COVID-19 pandemic affects the demand and preferences of tourists in Russia. Tourists are the important part of the tourism industry, the most affected by COVID-19, because they are not only limited in moving and free choice of vacation destinations but also experience the economic consequences of the pandemic. However, the industry has already adapted to the current realities of the pandemic period, and tourists largely accept closed borders, mandatory vaccination requirements and PCR tests as an integral part of a modern tourist trip.

In Russia, the tourism industry has received a significant development boost despite the expected crisis consequences. The efforts of the authorities to stimulate domestic tourism and the lack of alternatives for vacations contributed to the fact that in 2020–2021 the domestic tourist flow increased by several times.

Article is aimed at studying the changes in tourist motivation and preferences of Russian tourists made by ongoing COVID-19 pandemic. However, will Russians still want to travel across their country after the pandemic is over? And what is currently influencing their choice of vacation forms and destinations? The survey revealed changes in the tourists' choice of vacation destinations, preferences in forms of activity and duration of travel, decrease of interest in package tours and rise of individual trips as well as the stable degree of satisfaction with vacations in Russia.

To answer this question, we examined the results of public opinion survey, carried out by All-Russian Centre for the Public Opinion Study and Association of Russian Tour operators. To confirm these results, we conducted own tourist opinion survey and analysed reviews on popular travel platforms in Russia. Today the tourism industry is in uncertainty and it is impossible to predict its development and tourist motivation in long-term perspective. This makes the study promising for continuation in the long term.

This study proposed and tested a new conceptual model of memorable volunteer tourism experiences (MVTEs) by examining the effects of novelty, meaningfulness, experience co-creation and experience intensification on MVTEs. It also examined the relationships among MVTEs, psychological resilience (PR) and behavioural intention (BI), including that between novelty and BI.

The study modelled the proposed relationships by analysing data from an online survey using Amazon Mechanical Turk. In total, 241 responses were used in the data analysis.

This study extended the MVTE construct and included four key antecedents that influence tourists' MVTEs. The study also documented the predictive capability of MVTEs for PR and BI.

Volunteer tourism organisations should offer new and diverse activities for volunteer tourists, such as nature conservation, wildlife protection and construction.

This is the first study to examine the antecedents and outcomes of MVTEs using the stimuli–organism–response theory.

The paper aims to provide a better understanding of food service technologies, applied research and technical literacy needs in hospitality.

Reviews the applied research in food services and the technical literacy needed to interpret and benefit from it.

The summary of research is provided in the subject areas identified by QAAHE (2000): food safety management, food quality management and product development; equipment and facility layout/design; operational planning and modelling; as well as market and consumer related aspects. Underpinning scientific disciplines and operational/ strategic benefits of the described studies as well as the three tiers in the educational pathways in food production are described.

The research findings can be used as a source of competency‐building by practitioners and educators.

The paper identifies the main types of research and develops conceptual links between the scientific fundamentals of food service operations and industry practices.

The goal of this paper is to investigate the relationships between consumers’ value perceptions, satisfaction and involvement, and, ultimately, their effects on behavioral intentions in the contexts of alternative golf (AG) and traditional golf (TG).

Data were collected from potential golfers who had visited AG facilities in the past 12 months. Data were analyzed using confirmatory factor analysis and structural equation modeling.

The findings of this study indicated that perceived value is a key element of developing satisfaction and promoting involvement, which resulted in visitors’ behavioral intentions toward AG and TG. In addition, satisfaction and involvement were found to sequentially mediate these relationships, and gender had a moderating effect on the relationship between AG and TG behavioral intentions.

This study theoretically contributes to the literature by proposing an extensive research model that attempted to capture the connection between AG and TG intentions and the sequential mediating effects of satisfaction and involvement. The strong connection between AG and TG found in this study suggest practical implications for managers, marketers and sales personnel for both AG and TG.

AG is defined as a non-traditional way to play golf that focuses more on entertainment and leisure activities. AG facilities are highly experiential spaces that include both golf and hospitality elements. The popularity of AG has increased in recent years with mostly anecdotal evidence of its influence on TG. This study empirically tested the role of AG in increasing the TG population.

This paper aims to provide an overview of a social marketing intervention that aimed to increase physical activity (aligned to UN SDG 3) among adolescents in Bali, Indonesia.

Three sequential phases were followed to deliver the social marketing intervention. Phrase 1 (formative research) gained insights that guided a subsequent social marketing intervention. Phase 2 (pilot intervention) gathered preliminary results, to support the development of the final intervention. Phase 3 (intervention) evaluated the effectiveness of the two-month social marketing intervention.

The results from the intervention tested in this paper identified significant behaviour change in physical activity, demonstrating the effectiveness of the intervention. Furthermore, the paper identifies which intervention inputs contribute to behaviour change and which do not.

This paper describes the outcomes from an eight-week pilot programme that aimed to increase rates of physical activity for Indonesian adolescents and provides early evidence of impact.

This study found that providing adolescents with the opportunity to play team sports increases physical activity behaviour.

There is a lot of ground that needs to be made in terms of designing programs capable of achieving impact in the Global South. The approach reported in this paper can serve as a best-practice model for researchers wanting to drive lasting behaviour change to overcome known inequities in the Global South.

Transformative service research (TSR) has received considerable attention from researchers and marketers in recent years and becomes a research priority in health care. In response, this paper adapts the TSR entities and wellbeing framework to systematically review healthcare quality research on Muslim consumers. The purpose of this paper is to identify research gaps and provide directions for future research, aligning healthcare studies with the TSR framework.

The authors of this paper reviewed empirical papers in healthcare quality research on Muslim patients between the years 2000 and 2020. The recorded journal articles were synthesized using insights from the TSR framework. Several literature gaps were identified and future research directions were provided using the TCCM framework, in which T stands for theory, C for context, C for characteristics and M for methodology.

This paper finds studies that encompass several domains of the TSR framework including cultural and religious dimensions, service interaction and customer engagement dimensions and customer service wellbeing. Findings also reveal subject matters related to the TSR framework, which receive less attention in the healthcare literature. A number of potential avenues for theoretical extension in health care are also discussed.

The implications of this paper are highly relevant to Muslim healthcare consumers, the healthcare system and society in general. The findings suggest inspiring changes in the healthcare ecosystem that yields a greater quality of life (health and wellbeing) for individuals and their respective communities.

This paper advances the current state of healthcare research by identifying and organizing components of TSR entities and wellbeing framework, using Muslim patients as the context. It enhances some pioneering approaches within the domain of TSR and quality dynamics and provides a holistic perspective as guidance and systematic thinking to further advancement in the field of services marketing and Islamic marketing.