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This study explores the influence of cultural heritage tourism perception on China's tourism image. It analyzes the role of the spiritual bond established between overseas Chinese youth and the motherland during their visit to the cultural heritage sites in China. This study constructs a theoretical model with 350 overseas Chinese youth as samples based on the identity theory, Stimulus-Organism-Response (S-O-R) theory, and Howard-Sheth model. The results show that cultural heritage tourism perception directly and positively promotes cultural identity among overseas Chinese youth. It is also indirectly and positively associated with their cultural identity through enhancing the tourism image. Cultural intelligence plays a positive moderating role between cultural heritage tourism perception and cultural identity. The results provide significant implications for developing cultural heritage tourism and cultural communication.

This chapter examines the relationship between destination image and loyalty, and empirically determines the constructs that may influence tourist satisfaction with heritage tourism, which ultimately influences destination loyalty. Using data collected in the cultural heritage sites of Shiraz, Iran, it employs structural equation modeling for analysis. Evidence from the study results indicates that heritage tourists’ perception of destination image has a positive effect on their satisfaction and revisit intentions. This analysis provides insights into the behavioral intentions which may serve as an appropriate basis to boost tourist visits and revisits to a heritage destination.

The term Canterbury Sound emerged in the late 1960s and early 1970s to refer to a signature style within psychedelic and progressive rock developed by bands such as Caravan and Soft Machine as well as key artists including Robert Wyatt and Kevin Ayers. This chapter explores Canterbury as a metaphor and reality, a symbolic space of music inspiration which has produced its distinctive ‘sound’.

Drawing on ethnographic fieldwork, particularly observations and interviews with music artists and cultural intermediates (Bourdieu, 1993), we suggest that the notion of the Canterbury Sound – with its affinity for experimentation, distinctive chord progressions and jazz allusions in a rock music format – is perceived as a continuing artistic and aesthetic influence. We interpret the genealogy of the Canterbury Sound alternativity through discussions focused on the position of the ‘Sound’ within contemporary heritage discourses, the metaphorical and geographical implications of place in relation to popular music, and cultural longevity of the phenomenon.

This chapter examines how Industrial Revolution 4.0 (IR 4.0) influences shape and reshapes the tourism industry. Tourism 4.0 technology enables user engagement with a system, improvement of the real tourist experience and the development of new approaches to influence behaviour change and even long-term user transformation.

Using an in-depth review of existing data, this chapter explains IR 4.0 and its integration into the tourism industry, especially on tourist behaviour.

Although technology integrates very slowly into the tourism industry, its phase of integration, especially Industry 4.0, is highly evident. Technology proved that it could enhance products and services in tourism and with its optimal use it can sustainably integrate into the tourism industry.

Service is still the keyword for tourism, and at a certain level, services are integrated into the tourism industry for standardisation and consistency. The recent global pandemic paves the way for several alternatives to integrate technology into the services.

Although tourism destination image is a widely studied subject, the perspective of local players is generally neglected, albeit its relevance for informing the positioning and brand management strategies of the places is recognized. This chapter aims to determine the perceptions of key local public organizations from the historical-cultural and heritage sectors and companies linked to commerce and tourism (private sector) about the historic center of a United Nations Educational, Scientific, and Cultural Organization (UNESCO) World Heritage site in Brazil. The results of this investigation contribute to the development of marketing and tourism development strategies in historic towns, especially those classified as World Heritage by UNESCO.

Iran, home to 22 World Heritage Sites in 2017, is blessed with an abundance of breathtaking scenery and a multitude of historic environments for tourists to enjoy. This exploratory chapter investigates tourists’ perceptions about the nature of heritage tourism in Iran, using the five most important cultural attractions as a starting point. A total of 25 photos and 60 reviews constitute the sample. The data were content-analyzed using a deductive and inductive procedure. The results show the relevance of sensory perceptions as a way of creating a bond with cultural heritage that should be considered in the future when defining a brand for Iran as a destination.

The aim of the research was to analyse the image of Vojvodina's cuisine and tourist satisfaction with food experience as part of a rural tourism offer in Vojvodina province (Serbia). This chapter is based on research carried out among 891 foreign tourists who visited villages in Vojvodina. The obtained results were examined via exploratory factor analysis, confirmatory factor analysis, multiple regression analysis (stepwise method) and T-test. The obtained results indicated that factors like food uniqueness and cultural heritage, food quality and price, nutrition and health benefits of food and affective image of food influence the image of local cuisine. The results showed that local cuisine (food) can serve as a tool for building destination's brand identity. The study pointed out the role and significance of the image of local cuisine on rural tourist attractions but also on tourist satisfaction with food experience. Also, the contribution of the research is reflected in three aspects: theoretical implication, methodological and practical contribution.