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This study aims to identify whether halal tourism, as advocated by Mastercard-Crescent Rating guidelines on halal tourism can be considered as supporting sustainable tourism.

Three Mastercard-CrescentRating 2019 Reports which are Global Muslim Travel Index, Indonesia Muslim Travel Index and Halal Travel Frontier were evaluated using a qualitative method supports by NVivo software to analyze text and images. Eight indicators (number of tourists, main motivations, main values, interaction with the community, interaction with the environment, most possible destinations, infrastructure and visitor monitorings) are used to classify halal tourism items into mass tourism (traditional, experiential and sensational) and non-mass (alternative) tourism. The qualitative analysis is supported by correlation analysis of GMTI scores with environmental performance index and the global sustainable competitiveness index scores.

The results showed that halal tourism has unique characters compared with mass and non-mass tourism types. However, halal tourism advocated by CrescentRating unlikely shows similarity with non-mass tourism. It tends to be traditional mass tourism, especially on the perspective of the type of activity, interactions with the environment and local communities, as well as the main values.

Previous research suggested the needs of halal tourism and its relations to sustainability. This research fills the gap by showing the halal tourism, in the perspective of Mastercard-CrescentRating is not prioritized toward sustainable tourism by qualitative and quantitative evidences. This study contributes to the knowledge of sustainability from Islamic perspectives and practices and provides a way to the theory of Islamic sustainable tourism. It also suggests improvements to halal tourism guidelines such as the transparency and guarantees that the profit will be used for social welfare, promotion of sustainability using Qur’anic verses and promotion on environmental and social empowerment activities.

The chapter aims to identify the impact of the Covid-19 pandemic on the overtourism with two intermediate forms of tourism (i.e. mass tourism and alternative tourism while representing the potential of alternative tourism). For this, secondary research was adopted in which secondary data were collected through an inclusive literature review. This review consists of tourism journals, newspaper articles, blogs, World Health Organization statistics, governmental data and website materials. In early 2020, the rapidly spreading Covid-19 (coronavirus) pandemic has wreaked global disaster. With no vaccine and limited medical capacity to treat the disease is a big challenge to the world. International, national and regional travel restrictions immediately affected the tourism industry. Even war, economic downturn, terrorist attack and various other diseases are all futile to cause an absolute decline in overall (international and domestic) tourism like Covid-19. This virus has enormous impacts on the tourism industry as the most crowded tourist destinations or overtourism in the world are deserted due to shut borders, no domestic or international flights or transport systems, and mix up to deal with the biggest impact in the history of the world – Covid-19. Overtourism means an extreme number of tourists at a specific destination at a particular point of time, or the excessive spread of people at various tourist spots has led to a situation known as overtourism. Due to Covid-19, the economic consequences on many destinations will be harsh, but some destinations suffering from overtourism might feel short-term relief, but it is a big hit in the long run. Overtourism will take a back seat during the crisis. Now post-Covid-19, people will be very particular while choosing their holiday destinations; likewise, there will be a shift from mass tourism to alternative tourism. Only a few people will wish a return to overtourism.

While the number of tourists worldwide is expected to reach 1.8 billion people by 2030, tourism destinations try to meet demand for increasing tourism. However, some tourism destinations are experiencing a maturity period of destination life cycle intensively. During these mature periods, while they meet the demand above their tourism carrying capacity, they encounter some problematic issues. In tourist destinations such as Venice, Barcelona and Paris, the negative feelings developed by the local people towards overtourism or tourists result in serious problems like negative destination images, tourism phobia, etc. In these destinations, to prevent the negative consequences of overtourism, destination stakeholders should develop solutions to these problems. There are many solution techniques for the problems which cause overtourism. One of them is the different tourism types which have been developed as an alternative to mass tourism. These alternative tourism types can be handled as a method for solving problems revealed through excess demand in tourism destinations at risk. For example, some tourism destinations which have both beach tourism and nature-based tourism types can bring nature-based tourism activities to the forefront with promotion and marketing activities and therefore, the tourism demand could be balanced between these tourism types. In this context, firstly, comprehensive literature review of overtourism and alternative tourism will be conducted in this study. And then the different types of tourism such as ecotourism, cultural tourism and responsible tourism will be discussed in detail and their relation in reducing the negative consequences of overtourism will be investigated theoretically via secondary data. Therefore, alternative tourism potentials will be investigated and tried to present the managerial suggestions for the development of different alternative types of tourism. As a result, it has been seen that, alternative tourism not only contributes to the growth of tourism in both popular and remote destinations but also makes sure that destinations get their fair share in income distribution of the country.

This paper aims to examine rural tourism preferences as an alternative niche market to mass tourism destinations. The analysis discusses the differences in perceptions and willingness to pay (WTP) for various packages of rural tourism activities in Gran Canaria Island among residents and non-residents.

The analysis is based on a convenience sample of potential young customers who are familiar with outdoor recreational activities in nature. This study considers a discrete choice experiment that includes the type of accommodation as well as four types of rural tourism activities: active, passive, cultural and aquatic. The degree of preference for the considered attributes is obtained from the estimation of different discrete choice models.

Results reveal that the inclusion of the investigated attributes in holiday packages increases tourists’ utility, which motivates the promotion of rural tourism for young residents and non-residents. The most significant differences in perceptions of attributes between residents and non-residents were found in the activities of diving/snorkelling and stargazing, as well as the type of accommodation and package price.

This study will contribute to a better understanding of an alternative tourism market which will help key stakeholders in the tourism sector to better serve this important segment of the industry and to encourage more sustainable tourism in the future.

To the best of the authors' knowledge, this is the first study evaluating the WTP for rural tourism packages as a more sustainable alternative in mass tourism destinations and taking into account resident vs non-resident perceptions.

本文将乡村旅游偏好视为大众旅游目的地的替代利基市场。该分析讨论了居民和非居民对大加那利岛各种乡村旅游活动的看法和支付意愿的差异。

该分析基于熟悉户外休闲活动的潜在年轻客户的便利样本。该研究考虑了一个离散选择实验, 包括住宿类型以及四种类型的乡村旅游活动：积极、消极、文化和水上活动。所考虑属性的偏好程度是从不同离散选择模型的估计中获得的。

结果表明, 度假套餐中包含调查的属性增加了游客的效用, 从而促进了年轻居民和非居民的乡村旅游。在潜水/浮潜和观星活动, 以及住宿类型和套餐价格方面, 居民和非居民对属性的认知差异最显着。

据作者所知, 这是第一项评估农村旅游套餐的支付意愿作为大众旅游目的地更可持续的替代方案的研究, 并考虑了居民与非居民的看法。

该研究将有助于更好地了解替代旅游市场, 这将有助于旅游业的主要利益相关者更好地服务于该行业的这一重要部分, 并鼓励未来更可持续的旅游业。

Este trabajo examina las preferencias del turismo rural como nicho de mercado alternativo a los destinos turísticos de masas. El análisis discute las diferencias en las percepciones y la disposición a pagar por varios paquetes de actividades de turismo rural en la isla de Gran Canaria entre residentes y no residentes.

El análisis se basa en una muestra de conveniencia de potenciales clientes jóvenes que están familiarizados con las actividades recreativas al aire libre en la naturaleza. El estudio considera un experimento de elección discreta que incluye el tipo de alojamiento, así como cuatro tipos de actividades de turismo rural: activo, pasivo, cultural y acuático. El grado de preferencia por los atributos considerados se obtiene a partir de la estimación de diferentes modelos de elección discreta.

Los resultados revelan que la inclusión de los atributos investigados en los paquetes vacacionales aumenta la utilidad de los turistas, lo que motiva la promoción del turismo rural para jóvenes residentes y no residentes. Las diferencias más significativas en las percepciones de los atributos entre residentes y no residentes se encontraron en las actividades de buceo/snorkel y observación de estrellas, así como en el tipo de alojamiento y el precio del paquete.

Hasta donde los autores saben, este es el primer estudio que evalúa la disposición a pagar por paquetes de turismo rural como una alternativa más sostenible en destinos de turismo masivo y que tiene en cuenta las percepciones de los residentes frente a los no residentes.

El estudio contribuirá a una mejor comprensión de un mercado turístico alternativo que ayudará a los principales agentes del sector turístico a atender mejor este importante segmento de la industria y a fomentar un turismo más sostenible en el futuro.

This study aims to uncover socio-demographic, psychographic and behavioral characteristics of sustainable consumers as a means to advance the demand for sustainability practices by the tourism and hospitality industry. Socio-demographic and psychographic variables were tested for their influence on an individual’s self-assessment as a sustainable consumer, which was then tested for its influence on behavioral outcomes in the form of environmental and social sustainability concerns, objects of sustainability concerns, subjects considered responsible for sustainability and tourism choice vis-à-vis mass vs alternative forms of tourism.

Because of the paucity of a well-established and robust theory on the characteristics of sustainable consumers, both content analysis of the literature and quantitative analysis of survey data were used to identify the socio-demographic, psychographic and behavioral characteristics of consumers. Plausible variables identified in the literature were filtered through principal component analysis and ordinary least squares regression analysis to fine-tune the variables a priori to develop a suitable model, which was subjected to partial least squares-structural equation modeling to further trim variables a posteriori by testing their reliability and validity.

Understanding who sustainable consumers are and what they are likely to believe and do is imperative for increasing sustainable practices by the industry. The study shows that people who consider themselves to be sustainable consumers are likely to have higher levels of ethical views, be more feminine and more liberal in personality, demonstrate concern with environmental and social sustainability issues, consider all pertinent parties responsible for sustainability and chose alternative forms of tourism over mass tourism. The study implies that general American consumers have the potential to buy into sustainability practices.

Despite researchers’ sporadic attempts to describe different characteristics of sustainable consumers and sustainable tourism consumers, past research has not substantiated a comprehensive description of who is a sustainable consumer in terms of socio-demographics, psychographics and behavioral characteristics. The literature on sustainable consumer characteristics is scarce and atheoretical; thus, the current study sets the stage for the development of this area of work across all sectors of the global tourism and hospitality industry. The model test results provide a clear profile of sustainable tourism consumers in socio-demographic, psychographic and behavioral domains for the industry to respond to.

可持续旅游消费者：社会人口学, 心理变数, 以及行为的特征

本研究旨在揭示可持续消费者的社会人口学, 心理变数, 以及行为的特征, 并以此作为推动旅游业和款待业对可持续发展实践需求的一种手段。本研究首先测试了两个变量：社会人口学特征和心理变数特征对个人作为可持续消费者的自我评估的影响; 然后测试了其对消费者行为性后果的影响, 包括对环境和社会可持续性问题的关注, 关注的主题, 对可持续性问题责任性的关注, 以及针对大众和其他旅游形式选择的比较。

由于缺乏关于可持续消费者特征的公认理论, 本研究采用了对相关文献内容的定性分析和对调查数据的定量分析来识别消费者的社会人口学, 心理变数, 以及行为特征。在建立合适的模型之前, 研究通过采用主成分分析（PCA）和普通最小二乘法（OLS）回归分析, 首先对文献中已识别的合理变量进行过滤和调整。继而基于偏最小二乘-结构方程建模（PLS- SEM）对可靠性和有效性的测试, 来进一步确定后验变量。

了解可持续消费者的界定, 以及他们的信念和行为对于行业增加可持续性实践至关重要。该研究表明, 当人们认为自己是可持续消费者时, 他们便可能具有更高水平的道德观念, 具有更加女性化和自由的个性, 表现出对环境和社会可持续性问题的关注, 对可持续发展责任性的考虑更全面, 以及对其他旅游形式选择的偏爱。本篇研究的结果显示出普通美国消费者具有实践可持续性行为的潜力。

尽管以往的研究曾零星地尝试描述可持续消费者和可持续旅游消费者的不同特征, 但并未从社会人口学, 心理变数, 以及行为特征这几个方面去全面地界定和证明可持续消费者。文献中依然缺乏关于对可持续消费者特征更加理论性地讨论。因此, 本研究旨在为全球旅游业和款待业的各个领域对于可持续旅游的讨论和发展奠定基础。模型测试的结果也为行业提供了一个关于可持续旅游消费者的社会人口学, 心理变数, 以及行为特征的理论框架, 以供行业响应。

El consumidor de turismo sostenible: Características sociodemográficas, psicográficas, y de comportamiento

Este estudio busca revelar las características sociodemográficas, psicográficas, y de comportamiento de los consumidores responsables para promover la demanda de prácticas de sostenibilidad en la industria del turismo y la hospitalidad. Se evaluaron variables sociodemográficas y psicográficas para determinar su influencia sobre la autoevaluación de un individuo como consumidor responsable, que después se evaluó para determinar su influencia en resultados conductuales, específicamente preocupaciones de sostenibilidad medioambiental y social, objectos de preocupaciones de sostenibilidad, sujetos considerados responsables de la sostenibilidad, y la elección de turismo de masas versus turismo alternativo.

Debido a la falta de teoría robusta y bien establecida sobre las características de los consumidores responsables, un análisis de contenidos de la literatura y un análisis cuantitativo de datos obtenidos a través de una encuesta se utilizaron para identificar las características sociodemográficas, psicográficas, y de comportamiento de los consumidores. Las variables plausibles identificadas en la literatura fueron filtradas a través de un análisis de componentes principales (ACP) y un análisis de regresión por mínimos cuadrados ordinarios (MCO) para afinar a priori las variables para el desarrollo de un modelo adecuado, el cual fue evaluado utilizando un modelo de ecuaciones estructurales por el método de mínimos cuadrados parciales (PLS-SEM por sus siglas en inglés) que permitió seguir afinando las variables a posteriori por medio de la evaluación de su confiabilidad y validez.

Entender quiénes son los consumidores responsables y qué son propensos a creer y hacer es imperativo para aumentar las prácticas sostenibles en la industria. El estudio demuestra que las personas que se consideran consumidores responsables son más propensas a tener niveles más altos de opiniones éticas, a tener personalidades más femeninas y liberales, a demostrar preocupación por los problemas de sostenibilidad medioambiental y social, a considerar a todas las partes pertinentes como responsables de la sostenibilidad, y a escoger formas alternativas de turismo en vez de turismo de masas. El estudio sugiere que los consumidores americanos en general tienen el potencial de apoyar prácticas sostenibles.

A pesar de los intentos esporádicos de otros investigadores para describir las diferentes características del consumidor responsable y de los consumidores de turismo sostenible, las investigaciones anteriores no han generado una descripción completa de quién es un consumidor responsable en términos de sus características sociodemográficas, psicográficas, y de comportamiento. La literatura sobre las características del consumidor responsable es escasa y sin bases teóricas; por lo tanto, este estudio sienta las bases para el desarrollo de esta área de investigación en todos los sectores de la industria global del turismo y la hospitalidad. Los resultados de la evaluación del modelo proporcionan un perfil claro de los consumidores de turismo sostenible en los ámbitos sociodemográficos, psicográficos, y de comportamiento para que la industria responda.

Many destinations are keen to be a part of the increasing and lucrative luxury tourism market. Before targeting luxury tourists in the marketing efforts, is it essential to understand the meaning of ‘luxury’ and what is considered exclusive? As an emerging luxury destination, Norway certainly offers many attributes that can satisfy the needs of luxury tourists. Marketing luxury provides, nevertheless, challenges for Norway as its main attraction is nature, which is fundamentally free and accessible to anyone. Thus, it is necessary to tailor-make unique nature experiences with luxurious products, resulting in exclusivity and once-in-a-lifetime experiences beyond the masses. Luxury tourists have also been advocated as more sustainable than mass tourists as addition to the issue of carrying capacity; many are also concerned with responsible tourism. Specialist travel agents play an important role in the marketing process as they have first-hand knowledge of luxury tourists as well as acting as guardians of information communicated in marketing. In addition to mainland Norway, the Svalbard islands in the Arctic region may be considered as truly unique and exclusive destinations. While sustainable development is a major concern in Norwegian tourism in general, it is even more vital in the Arctic regions. Therefore, marketing needs to provide a balanced picture of the attractions and attributes in order to become a luxury destination that is sustainable in the long run.

West Java, one of the provinces in Indonesia, is trying to develop the coastal tourism sector by applying the eco-tourism concept. The observation results found that there were differences in the concept applied by the local government, namely toward mass tourism. Therefore, one of the strategies proposed is developing tourist areas using a combination of eco-tourism and mass tourism. The increase in the tourism sector in this area will not only help the economic growth of the local community but also contribute to the improvement of the economy of West Java. This study aims to estimate the risks that will occur if the developer uses the mix-use method. The research was conducted by interviewing and distributing questionnaires to the Tourism Office, National Disaster Relief Agency, Business Actors and Communities, and Tourists. The method used is descriptive with quantitative analysis using a risk matrix based on AS/NZS 4360-2004 (Australian-New Zealand Standard). Meanwhile, the qualitative analysis used the interview method and Focus Group Discussion (FGD). The findings in this study are that both quantitative and qualitative analyses can provide input through risk identification and priority. This research also provides theoretical and managerial implications.

This paper discusses plausible future scenarios for small and medium tourism enterprises (SMTEs) in the “sun, sea and sand” destination of the Canary Islands (Spain) and assesses to what extent they are prepared to adjust to market changes and technological developments in the light of both sudden disruptions and long-term shocks.

A scenario analysis was made based upon expert interviews, leading to a 2 × 2 scenario matrix.

Although regional, national and European strategies advocate digital transformation as a step towards building resilience and towards a more sustainable future, this study identifies two major uncertainties that can put that transformation at risk: a change of the traditional “sun, sand and sea” visitor to a more conscious, individual and inquisitive traveller or “Promad”, and the business culture of SMTEs.

Resilience for sudden and for slow-paced disruptions poses different challenges for SMTEs. Their next step in the digital transformation must take them form marketing and sales-oriented e-business to growing interconnectivity and innovation across supply chains.

A market change towards the “Promad” type of traveller causes at least a temporary mismatch of demand and supply. As many SMTEs miss either the knowledge or the resources to invest in digital transformation, the process will depend on support and coordination at destination level.

The study identifies, with the example of the Canary Islands, the difficulties for destinations and individual businesses in making the envisioned transition of mass tourism to more competitive forms of tourism with a smaller ecological footprint.