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This paper aims to draw the attention of the academic scholars to how marketing of horti-tourism can take action to contribute to tourism agenda 2030.

Reviewing literature on tourism, this paper builds a case for marketing horti-tourism based on the research gaps in literature, and future research directions are proposed to aid in the achievement of tourism agenda 2030.

Scholarly research on horti-tourism remains scarce, and more research attention is suggested on this subject matter. The tourism sector produced varied forms of tourism where horti-tourism is associated with horticulture farms, vegetable gardens and flower gardens which provide direct gains such as employment creation, foreign currency earnings, income generation source, poverty reduction and other gainful commercial activities. Despite the importance attached to this form of tourism in literature, less research has been conducted to market its relevance to nations and businesses. Much academic studies are needed to project this form of tourism.

This perspective paper serves as a call for tourism firms, governments and other stakeholders within and outside to make theoretical and practical contributions by marketing horti-tourism destinations to visitors which aid in the UN Tourism Agenda of 2030.

这篇文章提出观点和视角, 旨在引起学术界学者对 2030 年旅游议程的关注, 通过园艺旅游营销, 如何采取行动为推动 2030 年旅游议程做出贡献。

本文回顾了旅游业的相关文献, 根据文献中的研究空白构建了营销园艺旅游的案例, 并提出了未来的研究方向, 以帮助实现 2030 年旅游议程。

关于园艺旅游的学术研究仍然很少, 建议对该主题进行更多的研究关注。旅游业产生了多种旅游形态, 其中园艺旅游与园艺农场、菜园和花园相关, 提供直接收益：如创造就业、外汇收入、拓展收入来源、减贫和其他有收益的商业活动。尽管在众多文献中都很重视这种旅游形态, 但很少研究其与国家和企业的相关性, 需要大量的学术研究来预测这种形式的旅游。

这篇观点文章呼吁国内外的旅游公司、政府和其他利益相关者通过向游客营销园艺旅游目的地来进一步取得理论和实践成果, 以帮助推动联合国 2030 年旅游议程。

Este documento tiene como meta analizar cómo el marketing de Horti-turismo puede contribuir al desarrollo de la agenda del turismo 2030.

Se ha realizado una revisión de la literatura en bases de datos científicas de impacto a nivel internacional sobre la comercialización del horti-turismo.

La investigación prospectiva sobre horti-turismo sigue siendo escasa y se sugiere más atención científica sobre este tema. El sector turístico produjo variadas formas de turismo donde el horti-turismo está asociado con granjas de horticultura, jardines vegetales y jardines de flores que proporcionan beneficios directos como la creación de empleo, ganancias en divisas extranjeras, fuente de generación de ingresos, reducción de la pobreza y otras actividades comerciales lucrativas. A pesar de la importancia atribuida a esta forma de turismo en la literatura, se ha prestado menos atención en la comercialización a las naciones y las empresas. Se ha puesto de manifiesto la necesidad de desarrollar más estudios para formentar esta forma de turismo.

Este artículo exploratorio permite a las empresas de turismo, los gobiernos y otras partes interesadas dentro y fuera realizar contribuciones teóricas y prácticas a fin de comercializar sus productos en destinos de horti-turismo y, con ello, fomentar el desarrollo Agenda de Turismo de las Naciones Unidas de 2030.

Using the transportation theory, and the brand equity model, this study aims to examine how short video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to patronise. Further, the study tested the moderating role of real-world video between the brand equity dimensions and intention to patronise.

A sequential explanatory mixed method is adopted for this study. An empirical study was conducted in the first phase with 1,119 participants. In the second phase, the quantitative results were used to develop a semi-structured interview guide for in-depth interviews with 9 respondents to validate the quantitative outcomes. The structural equation modelling technique was utilised to analyse the quantitative data, whereas content analysis was used for the qualitative data.

The results revealed that short video narratives lead to horti-awareness, image and value. Additionally, horti-awareness, and value had a significant impact on intention to patronise horti-tourism destinations. Another interesting observation is that the negative perceived quality might be as a result of the short video emanating from a tourist perspective. Importantly, potential tourists perceived the real-world video to be authentic, thus strengthening the relationship between the brand equity dimensions and intention to patronise.

This research provided valuable insights for marketers/management and stakeholders within the tourism and hospitality sector to achieve benefits derived from the findings of the study.

To the best of the authors knowledge, this study is the first attempt to embed the theory of transportation and the brand equity model in understanding horti-tourism destinations, which can rarely be found in extant literature.

This paper sought to examine the factors that influence intention to recommend, focussing on the extension of the theory of planned behaviour in halal tourism, with additional instruments such as halal safety and security, and trustworthiness of halal information.

Guided by a quantitative approach, cross-sectional data were collected using 394 Muslim diaspora tourists. The analysis technique used in this study is the partial least square structural equation modelling (PLS-SEM).

The results suggest that halal planned behaviour may account for the intention to recommend. Halal attitude, subjective norm, halal image, halal value, halal safety and security, and trustworthiness of halal information positively and significantly affect intention to recommend.

Muslim diaspora tourists are identified to have halal planned behaviour on intention to recommend. Hence, destination managers and practitioners are suggested to develop proactive halal products and services that appeal to tourists' intention to recommend.

This study has developed two new constructs: halal safety and security, and the trustworthiness of halal information grounded on the theory of planned behaviour in halal tourism. Specifically, the focus is on Muslim diasporic tourists' perspective in a non-Islamic context.

This conceptual paper aims to explore government regulatory responses of social networking platforms (SNP) and tourism destination evangelism. This research draws on a two-phase data source review of government legislations that guarantee social media users and empirical papers related to social media platforms. The results revealed that Ghana has adopted specific legislations that manage and control SNP. To the best of the author’s knowledge, this study is the first of its kind that synthesized government legislation and empirical papers on social networking platforms in evangelising destinations which have been missing in extant literature.

The literature has acknowledged the importance of diaspora studies because of the influx of funds into the local economy, including the tourism and hospitality sector. However, little empirical research appears to be known about the subject matter, principally within the developing country perspective. This study aims to respond to research calls by investigating the impact of diasporic cultural heritage, family heritage on travel preference of West African Indian migrant visitors to their homeland.

This research is guided by the theory of acculturation. A quantitative data were gathered from a sample of 312 diasporas, and the regression analysis was used to analyze the data.

The study finds that cultural heritage and family heritage have positive and significant impact on travel preference of migrant visitors to their homeland. Further analysis of the independent sample t-test reveals a significant difference between Indian Ghanaians and Ghanaian Indians in their thought of cultural heritage. However, no significant differences were found in the Indian Ghanaian and Ghanaian Indian’s family heritage and travel preference to their homeland.

This study is destination-specific of Indian migrant visitors. The application of the study’s outcome to other diaspora would demand a larger sample size for generalization to be made. The study offers compelling insights on cultural heritage, family heritage and travel preference to marketing a diaspora tourism site.

The study expands the application of the theory of acculturation within the diaspora literature and establishes that integration and separation strategies of the theory explain the positive interests of the migrant visitors’ traveling preference to their homeland.

This study aimed at investigating negative past experience (NPE), symbolic incongruity and ideological incompatibility on celebrity brand hate (CBH) within the arts marketing sector.

Anchored on the self-congruity theory (SCT), the study is based on two studies with 618 hip-life music (HLM) listeners in Ghana (Study 1 = 340 face-to-face participants; study 2 = 278 online participants), who responded to 20 celebrities they hate. The study validates Hegner et al.'s (2017) product brand hate (BH) model in the arts sector utilizing the structural equal modeling in testing the research hypotheses.

The study found that negative past experience, symbolic incongruity, and ideological incompatibility significantly influences CBH. Furthermore, CBH significantly influences celebrity brand avoidance (CBA) and negative word-of-mouth (NWoM), brand retaliation, private complaint and brand switching. Nevertheless, CBH had no significant influence on CBA in the second study. In all, BH had the strongest effects on NWoM for products in Hegner et al. (2017) model, whereas in our model BH strongly impacts on brand retaliation for celebrities (i.e. people).

The study provided evidence to marketing scholars, celebrity image managers and brand professionals, on critical factors to consider in building and sustaining celebrity brands as viable currencies for economic leveraging within the arts industry.

Though BH has received academic recognition, little is known about the concept of CBH and its outcomes in the arts marketing literature.

This study aims to explore the country-specific understanding of Hajj, its experience and challenges between the pilgrims of Ghana and Uzbekistan.

Anchored on the theory of constructivism, this study explored and used the purposive sampling method in the context of qualitative research to select 97 Muslim pilgrims from Ghana and Uzbekistan of varying demographics for in-depth interviews.

Findings show that the philosophy of Hajj as the fifth pillar obligation set by Allah was common among the Muslim pilgrims of these two countries which support earlier literature. Interestingly, this study uncovered some distinctions in the construction of the understanding of Hajj; that is Ghanaian pilgrims have attached social status of respect and titles to Hajj in their societies. While Uzbekistan pilgrims are seen in their communities as spiritual role models that inspire others to live meaningful lives in the society.

The conclusion and the outcome of this study cannot be generalized as to represent the whole population of Ghana and Uzbekistan due to qualitative approach.

This study revealed country-specific understanding and experience of Hajj that can be used by the policymakers and marketers to create better travel package.

The outcome of this study advanced a cross-cultural Hajj understanding which is important to policymakers, businesses and spiritual tourism practitioners to have a better insight into Hajj in contexts.

This study aims to present the push-pull motives of Islamic tourism and how these provide the basis for promoting and developing Islamic tourism practices in Ghana’s tourism industry. As Islamic tourism is considered as a niche market with new needs and wants globally, this study makes the effort to identify the prospects of this form of tourism in a non-Islamic developing nation.

The study has used a convenience sampling approach in gathering data from 337 Muslim tourists, adopting existing scale instruments of push-pull motives, satisfaction, word-of-mouth of tourists and Islamic practices. The structural equation modelling was used to establish relationships and effects of the studied variables.

The results revealed the significant effects of push-pull motives of Ghanaian Muslim tourists on satisfaction as well as the significant influence of tourist satisfaction on word-of-mouth. In addition, the significant moderating effects of Islamic practices on the relationships between push-pull motives and tourist satisfaction were established.

The conclusion and recommendations of this study might not be consistent with factors that motivate Muslims tourists in other countries.

The results of the study validate the viability of Islamic tourism practices and possible spread of positive word-of-mouth among potential Muslim tourists for future Islamic tourism market in Ghana.

This paper provides the first insight into push-pull motives of Muslim tourists’ choice of Islamic destination in non-Islamic developing country context. The insight will be valuable to tourism authorities, industry, academics, businesses, managers and practitioners, as the results will enhance product and service delivery to Muslim tourists when they are on vacation.

Utilising brand equity dimensions, this study aims to enhance the literature by conceptualising and testing heritage brand equity dimensions (i.e. awareness, image, quality and value) and the intentions of international tourists to revisit moderated by safety and security within the tourism sector.

The study was cross-sectional in nature and used the quantitative research approach with questionnaires for the collection of data. In total, 392 international tourists were purposively sampled from the departure hall of Kotoka International Airport. The data gathered were analysed using Structural Equation Modeling (SEM).

The findings revealed that heritage brand image, perceived quality and value had positive significant effects on the intentions of tourists to revisit. Nevertheless, heritage brand awareness had a negative insignificant impact on intentions to revisit. Safety and security significantly moderate the relationship between heritage brand equity and the intentions of international tourists to revisit.

The Ghana tourism industry should increase the activities that will create more awareness, to generate the interest of potential tourists within the international community. Such initiatives can increase the likelihood of the destination being visited. In addition, policymakers must guarantee that associated government entities, as well as other stakeholders, work together within the tourism industry to promote safety and security.

This study adds to the ongoing discussions in the hospitality and tourism industry by providing a comprehensive overview of brand equity in heritage tourism, operationalised as heritage brand equity dimensions.

This study aims to examine the antecedents of halal brand equity on destination brand equity (DBE) within the tourism sector. Although much has been done on halal tourism, the issue of halal and brand equity has received little attention in a non-Islamic state context.

Using the brand equity theory, 312 Muslim tourists were conveniently drawn from the Larabanga tourism site with the use of structural equation modelling technique to analyse the data.

The study revealed that halal brand awareness and halal value have positive and significant impact on DBE. Also, halal perceived brand quality and halal image had a negative but significant impact on DBE.

This research is on a country-specific halal brand equity tourism destination, which means that the findings cannot be generalized to other geographical areas.

The study provides an insight into halal tourism and destination equity, which is important for marketers, the ministry of tourism and local tourism officials to support halal tourism in a non-Islamic country.

This paper fills a gap by presenting the first comprehensive overview of halal brand equity research that enhances ongoing discussions in the hospitality and tourism field in a non-Islamic context and proposes priorities for future research.