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1 – 10 of 689The restrictive measures related to the COVID-19 pandemic put a halt to everything across the world. The global crisis hit every sphere of life. The mobility restrictive nature of…
Abstract
The restrictive measures related to the COVID-19 pandemic put a halt to everything across the world. The global crisis hit every sphere of life. The mobility restrictive nature of the pandemic was a major blow to the travel, tourism and hospitality industry. For a country like Pakistan, with an unstable economy and struggling tourism, the pandemic served as ground zero. This chapter critically examines tourism dimensions in Pakistan and how it sustained the impact of various crises. It pays attention to the concepts of vulnerability, social and community resilience, and adaptive capacity to provide a theoretical understanding of the revival of tourism in Pakistan. It also considers the impact of COVID-led measures on the tourism industry and corresponding initiatives of the government. The chapter concludes by arguing that Pakistan should carefully monitor and assess the current debates on tourism policies and practices. The chapter suggests that the national tourism strategy should incorporate a mechanism that can address tourism in crises in addition to addressing the environmental, socio-cultural and economic impact of tourism.
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Syed Ali Raza, Komal Akram Khan and Bushra Qamar
The research analyzes the influence of three environmental triggers, i.e. awareness, concern and knowledge on environmental attachment and green motivation that affect tourists'…
Abstract
Purpose
The research analyzes the influence of three environmental triggers, i.e. awareness, concern and knowledge on environmental attachment and green motivation that affect tourists' pro-environmental behavior in the Pakistan’s tourism industry. Furthermore, this study has analyzed the moderating role of moral obligation concerning environmental attachment and green motivation on tourists' pro-environmental behavior.
Design/methodology/approach
Data were gathered via a structured questionnaire by 237 local (domestic) tourists of Pakistan. Furthermore, the data were examined by employing SmartPLS.
Findings
Findings demonstrate that all three environmental triggers have a positive and significant relationship with environmental attachment and green motivation. Accordingly, environmental attachment and green motivation promote tourists' pro-environmental behavior. Furthermore, the moderating role of moral obligations has also been incorporated in the study. The finding reveals a strong and positive relationship among environmental attachment and tourists' pro-environmental behaviors during high moral obligations. In contrast, moral obligations do not moderate association between green motivation and tourists' pro-environmental behavior. Therefore, competent authorities should facilitate tourists to adopt environmentally friendly practices; which will ultimately promote pro-environmental behavior.
Originality/value
This study provides useful insights regarding the role of tourism in fostering environmental attachment and green motivation that sequentially influence tourist pro-environmental behavior. Secondly, this research has employed moral obligations as a moderator to identify the changes in tourists’ pro-environmental behavior based on individuals' ethical considerations. Hence, the study provides an in-depth insight into tourists' behavior. Lastly, the present research offers effective strategies for the tourism sector and other competent authorities to increase green activities that can embed the importance of the environment among individuals.
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Fabiola Sfodera, Lisa Nicole Cain and Alessio Di Leo
This study examines the role of technology as a driver of sustainable tourism perceptions among Generation Z.
Abstract
Purpose
This study examines the role of technology as a driver of sustainable tourism perceptions among Generation Z.
Design/methodology/approach
The work considers the perspective of locals in Pakistan and uses a multi-method, multiphase embedded research design approach.
Findings
The research findings demonstrated that technology has a positive correlation with the environmental, socio-cultural and economic dimensions of sustainable tourism perception among Generation Z. Therefore, technology could be considered a dimension of sustainable tourism perception for locals, but perceptions differ significantly depending on the size of the city of the participant. The results of the experimental design phase that utilized picture stimuli demonstrated a linear relationship between technology and sustainability and enhanced their definition and implementation for developing countries.
Originality/value
This research diverges from most past research on these topics by focusing on Generation Z, for whom digital media and technology play a crucial role and for whom these technologies are positively correlated with sustainability and its overall perception. Implications for policies and practices for emerging country governments are provided.
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Asim Rafiq, Ameer Muhammad Aamir and Muhammad Nadeem
The aim of the paper is to determine the asymmetric impact of tourism on the deficit in the balance of payments (BOPs).
Abstract
Purpose
The aim of the paper is to determine the asymmetric impact of tourism on the deficit in the balance of payments (BOPs).
Design/methodology/approach
The research uses the non-linear autoregressive distributed lag (ARDL) model to investigate the asymmetric impact of tourism on Pakistan's BOPs deficit using quarterly data from 1995 to 2019.
Findings
The finding reveals that due to the positive change in tourism, the BOPs deficit decreases by 27%, although due to the negative change in tourism, the BOPs deficit rises by 2.3%. In addition, the significance of F-statistics (10.609) confirms the existence of co-integration between tourism and the deficit in the BOPs. The Wald test confirms the asymmetric association between tourism and the deficit in the BOPs over the long term.
Research limitations/implications
In order to improve tourism in Pakistan, policymakers must consider the following implications. First, there is a need for an adequate infrastructure that can help the tourist. Second, the Government must maintain a stable law and order situation as a whole and particularly at tourist destinations. Finally, the Government should develop tourism-friendly policies in order to boost tourism in Pakistan.
Originality/value
The research provides new evidence of the impact of tourism on the BOPs using the novel non-linear ARDL (NARDL) technique. The evidence will help policymakers to develop policies to improve tourism in order to reduce the BOPs deficit.
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The purpose of this study is to discern the underlying dimensions of destination branding and social media in the socio-geographical context of Pakistan. The study while selecting…
Abstract
Purpose
The purpose of this study is to discern the underlying dimensions of destination branding and social media in the socio-geographical context of Pakistan. The study while selecting an event – Pakistan Tourism Summit 2019 – has explored the narratives of foreign social media influencers (SMIs). These narratives and content of tourism website of Pakistan have been comparatively analyzed to disentangle the voluntary and involuntary branding eventualities.
Design/methodology/approach
Qualitative research strategy has been adopted. Using the interface of NVivo 12, thematic analysis on the narratives of foreign influencers and content of tourism website has been performed. Eventually, influencer’s videos and website’s content have been transcribed and integrated into inductive themes.
Findings
The findings implies that multiple halt points exist in tourism branding of Pakistan. Stigmatized image as a dangerous place for visitation, superficial/exaggerated branding by the influencers, colonial mindset to marginalize the domestic influencers, domestic branding through foreign influencers and veiled tourism potential are the various dimensions emerged during analysis phase.
Research limitations/implications
Given the limitations of the qualitative research approach, the current study lacks statistical avenues of quantitative or mix-method studies. Selection of a single event and website further limits this study and calls for the necessity of future studies having wider units of data collection and other portals of social media.
Practical implications
For policy makers, academia and supply sector, this study offers touchpoints to be emphasized in the strategic, legal and theoretical fronts of destination branding.
Originality/value
Despite the hegemony of SMIs in destination branding, there is scarcity of research on the paybacks of such branding campaigns. This endeavor in response to this call, accentuated the destination branding via foreign social media activists regarding the tourism potential of Pakistan. Findings provides novel insights and branding ethos deemed necessary to be considered in destination branding strategies/campaigns.
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Khalil Hussain, Amir Zaib Abbasi, S. Mostafa Rasoolimanesh, Carsten D. Schultz, Ding Hooi Ting and Faizan Ali
The local food tourism in Pakistan is increasing rapidly, and it attracts scholars to determine the factors affecting local food tourists' buying choices. Particularly, the…
Abstract
Purpose
The local food tourism in Pakistan is increasing rapidly, and it attracts scholars to determine the factors affecting local food tourists' buying choices. Particularly, the authors aim to investigate the role of food consumption values on predicting domestic tourists' attitude toward local food and its effect on the intention to try local food with the moderating effect of personality traits (neophobia and neophilia).
Design/methodology/approach
The authors tested the study model on 250 completed responses from local food tourists. They collected the data from three tourism locations (Islamabad, Rawalpindi and Peshawar) in Pakistan. Their study utilizes the consumption value theory within the limits of Pakistan's local food tourism.
Findings
The empirical findings show that consumption values, such as price, emotion, interaction, epistemic value, location value and variety value, effectively explain the domestic tourists' attitude toward local food. The authors further report that food neophilia strengthens the local tourists' positive reception toward the local food. However, food neophobia weakens the direction between local tourists' attitude toward local food and the intention to try local food.
Practical implications
This study provides insights pertaining to tourists' local food consumption values (LFCVs) to a local destination owner and marketing manager to strategically work on LFCVs that are crucial for domestic tourists to derive their intention to try local food. Practitioners should work on domestic tourists who possess food neophobia trait and enquire them for their rejection or avoidance of a particular local destination. This will enable practitioners to bring innovation and development in the local destination, which ultimately promote local food tourism.
Originality/value
This study is the first to incorporate the variety and local value in tourists' LFCVs to predict local tourists' attitude toward local food. Additionally, the authors contribute to local food tourism by empirically studying the moderating role of personality traits (food neophilia and food neophobia) to examine the direction between local tourists' attitude and intention to local food.
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The study examines tourists' psychological and social risk and shared beliefs – devotion, concerns and entertainment – at a religious and cultural heritage destination. It also…
Abstract
Purpose
The study examines tourists' psychological and social risk and shared beliefs – devotion, concerns and entertainment – at a religious and cultural heritage destination. It also examines how shared beliefs impact tourists’ nostalgia. Further, it examines whether nostalgia affects choice deferral and revisit intentions. Finally, it investigates how moderation of place attachment strengthens the link between shared beliefs – devotion, concerns, entertainment and nostalgia.
Design/methodology/approach
The data were collected from 439 inbound tourists, with 272 completing online questionnaires and 167 participating in face-to-face survey. Data analysis was performed using Amos 24.0 and SPSS 25.0, employing structural equation modeling (SEM) and the PROCESS macro.
Findings
The findings suggest that perceived psychological and social risk negatively impacts tourists' shared beliefs – devotion, concerns and entertainment – which positively impacts nostalgia. Positive nostalgic association boosts revisit intention and hampers choice deferral. The data also show how strong place attachment strengthens the relationship between shared beliefs – devotion, concerns and entertainment – and tourists’ perceived nostalgia.
Research limitations/implications
This work contributes to information behavior using S-O-R theory. It analyzes the psychological and social risks of destination visits and how nostalgia affects shared beliefs and revisit intentions. Management and policymakers at destination enterprises can use the findings to design measures to enhance revisit intentions despite risk considerations.
Originality/value
Pakistan's destination tourism is underutilized amid its religious and cultural heritage significance. The literature has ignored how perceived psychological and social risk affects travelers' shared beliefs and nostalgic feelings. Thus, this study suggests and validates these linkages utilizing stimulus-organism-response (S-O-R) theory in Pakistan's unique environment with inbound tourists.
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Ankita Ghosh and Swathi Ravichandran
This chapter aims to assess the scope of India's gastronomic tourism post-COVID-19 and discuss the utilisation of vlogs to promote India as a gastronomic destination. First, the…
Abstract
This chapter aims to assess the scope of India's gastronomic tourism post-COVID-19 and discuss the utilisation of vlogs to promote India as a gastronomic destination. First, the evolution of gastronomic tourism is reviewed. Next, opportunities and challenges associated with India's gastronomic offerings, both from international and domestic tourism perspectives, are discussed. Then, the role of vlogging to position and promote India as a gastronomic destination is established. The chapter suggests recommendations for the Ministry of Tourism, Government of India on utilising vlogging to promote gastronomic tourism.
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