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The intangible nature of tourism means that variables such as destination image (DIM) or intention to recommend (IR) are crucial for tourists, as they are reliable sources of information. However, since these are dynamic variables, they have been affected by Covid-19 and need to be updated. Based on the above, the purpose of this study is to examine how the unlearning (UL) process helps tourists to become aware of the new situation, relinquish old habits and relearn, thus, influencing DIM and the IR destinations. Furthermore, the relationship between DIM and IR is analysed.

To analyse the proposed model, an empirical analysis was carried out through an online survey obtaining a valid sample of 457 Spanish domestic travellers. The data were analysed using partial least square structural equation modelling (PLS-SEM).

Results show a positive effect between the UL outcomes and IR a destination, as well as a mediator effect of DIM on this relationship.

To the best of the authors’ knowledge, this study analyses for the first time UL in the tourism sector as an individual process carried out by tourists and shows how it influences their decision-making process.

La naturaleza intangible del turismo hace que variables como la imagen del destino o la intención de recomendarlo sean decisivas para los turistas, al considerarlas fuentes de información fiables. Dado su carácter dinámico, estas variables se han visto afectadas por la pandemia del Covid-19 y necesitan ser actualizadas. En base a lo anterior, el objetivo de este estudio es analizar cómo el proceso de desaprendizaje ayuda a los turistas a ser conscientes de la nueva situación, a abandonar los viejos hábitos y a reaprender, influyendo así en la imagen del destino y en la intención de recomendarlos. Asimismo, se analiza la relación entre la imagen del destino y la intención de recomendarlo.

Para analizar el modelo propuesto se llevó a cabo un estudio empírico basado en una encuesta online, obteniendo una muestra válida de 457 viajeros nacionales españoles. Los datos se han analizado mediante PLS-SEM.

Los resultados del estudio muestran un efecto positivo entre los resultados del desaprendizaje y la intención de recomendar destinos, así como un efecto mediador de la imagen de destino en esta relación.

Este estudio analiza por primera vez el desaprendizaje en el sector turístico como un proceso individual llevado a cabo por turistas y muestra cómo influye en el proceso de toma de decisiones de estos.

Due to the global COVID-19 pandemic, UNESCO Landscapes and World Heritage sites have faced unstable situations. Both at the sites themselves and in the research centres, universities and even the homes of the people involved, they have acted and responded to the best of their ability. In this context, the aim of the comparative analysis of different cases carried out here is to understand the main effects of the pandemic in the short term. On the one hand, the purpose is to determine what the general response trends have been and, on the other, to measure the resilience capacity in each case.

Up to eight cases studies representing different and diverse kinds of Heritage and Protected Natural sites from Southern Europe and America are compared.

In a context of uncertainty, new responses, unique opportunities and hitherto unseen weaknesses have arisen in research and management of natural and cultural heritage. In general terms, the dialogue between officials, technicians and researchers that have put together this article underlines the need to work towards a governance model that engages everyone in dialogue. Discrepancies between overlapping strategies and plans, which is the main conflict detected, should be avoided while a decentralisation of policies could be more operational. In this sense, situated knowledge may be of help in configuring practical management tools.

This paper compares and contrasts for first time the effects of the pandemic in Europe and Latin America. This exercise has provided a valuable diagnostic for present and future heritage management.

The main objective of this paper is to analyse the relationship between innovation and traditional concepts to explain the phenomenon of traditional food with innovation from a market and consumer behaviour perspective in the Mexican context.

The research is carried out in two phases: (1) analysis of the offer in distribution and (2) consumer research. First, a mixed observation technique in the offer of traditional foods with innovation was carried out. The data were recollected from 24 companies' websites and was complemented with information from main distribution chains of the city of Hermosillo (Mexico). Second, a survey was carried out with 310 Mexican consumers. The data obtained were analysed using bi-variable and multivariable techniques.

The findings from the websites showed that there are 19 traditional products with innovation that are marketed through this medium, while 39 traditional products with innovation are offered in distribution chains. Of all foods, 61% showed innovations in ingredients and materials. Also, the consumer evaluations identified three segments: the consumers orientated towards innovations, convenience and health (42.2%), those orientated towards sensory innovations (39%), and those more inclined towards innovations in marketing and availability (18.7%).

The research considers a partial perspective of the agri-food chain and not an integral vision, it is limited to a specific area and to certain traditional foods.

The symbiosis between innovation and tradition is identified from the perspective of supply and demand. The trend that exists in the market regarding the types of innovations and the gaps that exist regarding environmental elements are recognized.

The data obtained in the research generate information for business decision-making and entrepreneurship; in addition indicates new dietary and consumption patterns. It also provides knowledge about innovation and tradition, and highlights the relevance of traditional food.

This study tries to fill a gap in the literature by focusing on the market and consumer behaviour perspective for traditional food with innovation.