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Tourism 2025 – Growing Value Together/Whakatipu Uara Ngatahi is a framework to unite New Zealand's large and diverse tourism industry and ignite strong, aspirational economic growth. Its goal is to see the tourism industry contribute $41 billion a year to the New Zealand economy by 2025, up from $24 billion now. It provides vital context for some collective actions by big or small industry clusters and for thousands of actions individual businesses will take each year. The paper aims to discuss these issues.

A wide range of tourism industry stakeholders were consulted over an 18‐month period to ensure the project was being developed on a solid, evidence‐based foundation. There was strong stakeholder support for a framework which the private sector takes ownership of and responsibility for, but which also recognises that public sector support is vital. The project team developed a “straw‐man” growth framework model which resulted in carrying out detailed investigations and consultation to test and, where necessary, adjust that model into its final form.

There were four major forces shaping the global tourism market. There was one positive force for New Zealand countered by three tough challenges. The strawman growth framework comprised five separate yet inter‐connected “cycle of growth” themes. These themes are relatively consistent with global national tourism plans that were studied. Used intelligently and in harmony, with the industry fully understanding the inter‐relationships and inter‐dependencies within the “cycle of growth”, the key themes enable the tourism industry to successfully come to grips with the challenges and opportunities ahead.

Tourism 2025 is aimed at aligning the industry on a pathway towards aspirational growth.

The Norwegian travel industry faces decline in important international tourism segments and needs an industry wide and future‐oriented strategy to face these challenges. Accordingly, a common understanding of future drivers and different scenarios for the industry is needed. The paper aims to discuss these issues.

Using the process of scenario analysis and drawing upon the involvement of the tourism industry, this paper describes the method, drivers, scenarios, and implications.

The research identified six important drivers with predictable outcomes: uneven global economic development, digitalization, climate change, consumer demand – return on time, centralization, and demography. The Norwegian economy and Norwegian politics were the two drivers that stood out as the most significant for the tourism industry, with a very uncertain outcome, and constituted the two axes of the scenarios. This resulted in four scenarios: Money Rules, The Urban Diamond, Opportunities for All, and Master Plan.

The four scenarios represent different economic value of international tourism in Norway. The Opportunities for All and Master Plan scenarios represent the greatest economic value for Norwegian tourism. They indicate great opportunities for tourism to become the “new oil” in Norway if the oil economy declines. The two scenarios differ with respect to the degree of governance control vs market liberalization. The scenarios will be used to identify implications and risks for different parts of the tourism industry, and to further explore how governance control and market liberalization may be combined.

The research identified six drivers which are significant for the Norwegian tourism industry. This resulted in four scenarios which are used to identify implications and risks for different parts of the industry.

The natural environment is facing unprecedented times owing to rising temperatures from carbon emissions, which travel-related industries contribute significantly towards. The recent global COVID-19 outbreak should be a wake-up call for the industry, as vulnerabilities have been laid bare. The current challenges should be used as a motivation to change the meaning of travel to support the global warming crisis. This paper aims emphasis that, by means of new stories, new values, beliefs and ultimately travel behaviours can be rewritten.

This study embraces a pragmatic approach to research. To ensure plausibility, credibility and relevance, the research carried out multi-disciplinary analysis of secondary data, information, knowledge and draws on current developing trends.

The travel community needs to take responsibility and start reducing its carbon footprint and as carbon neutrality is increasingly a global priority. Accordingly, this research considers potential future travel-related behaviours that could support more carbon-neutral travel. Significantly, it notes how the COVID-19 outbreak has offered insights into potential positive changes. To benefit from these changes, new stories for industry providers are necessary to encourage more carbon-neutral travel practices.

This paper offers timely and original discussions on the future of travel as a result of COVID-19 impacts. It draws on the power of storytelling as a means of achieving behavioural change in the travel community to support the challenge of climate change.

This bibliometric study provides an overview of research related to digital transformation (DT) in the tourism industry from 2013 to 2022. The goals of the research are as follows: (1) to identify the development of academic papers related to DT in the tourism industry, (2) to analyze dominant research topics and the development of research interest and research impact over time and (3) to analyze the change in research topics during the pandemic.

In this study, the authors processed 3,683 papers retrieved from the Web of Science and Scopus. The authors performed different types of bibliometric analyses to identify the development of papers related to DT in the tourism industry. To reveal latent topics, the authors implemented topic modeling based on latent Dirichlet allocation with Gibbs sampling.

The authors identified eight topics related to DT in the tourism industry: City and urban planning, Social media, Data analytics, Sustainable and economic development, Technology-based experience and interaction, Cultural heritage, Digital destination marketing and Smart tourism management. The authors also identified seven topics related to DT in the tourism industry during the Covid-19 pandemic; the largest ones are smart analytics, marketing strategies and sustainability.

To identify research topics and their development over time, the authors applied a novel methodological approach – a smart literature review. This machine learning approach is able to analyze a huge amount of documents. At the same time, it can also identify topics that would remain unrevealed by a standard bibliometric analysis.

The paper examines the role of stakeholders in tourism and hospitality industry to ensure sustainability. This study focuses on investigating how stakeholders view can influence business sustainability in the tourism industry in Ghana and Africa. The study also looks at the future of sustainable tourism activities in Ghana and Africa.

A qualitative approach was adopted and interviewees were purposively selected. Using the semi-structured interview 12 people were interviewed and NVivo used to analyse the data. The study was carried out in Accra the capital city of Ghana. Using the stakeholder based theory and resource based theory (RBT) the study addresses how sustainable competitive advantage can be developed.

Results shows how stakeholders involved such employees, government, community/society, private sector and individual shop owners perceive factors that enhance or limit progress in tourism. Some challenges they encounter include high level of illiteracy, lack of education for upcoming youth, low funding and publicity, lack of the enforcement of laws in the sector. The findings also indicated that to ensure sustainability in the industry the products should be unique, valuable, rare, non-substitutable and non-imitable and has to be advertised.

Researchers encountered difficulties in eliciting answers from stakeholders who are experts and managers in the industry because of their busy schedules. The researcher admits that this research work which is carried out only in Ghana cannot be used to generalise an assumption for the entire industry sectors in Africa and beyond. The sample size could be improved and the study could be conducted in other African countries for the purposes of comparison.

This study reveals how stakeholders view developments in the tourism sector and this can be used as a guide in developing policies and marketing strategies in the tourism industry. Both theoretical and managerial implications are discussed.

Very little literature has been written on stakeholders' view on business sustainability in the tourism industry in Ghana. Moreover the use of stakeholder and resource based view theories application in developing competitive advantage in the developing country perspective is unique. The findings in no small way will somehow benefit the government and industry stakeholders by providing the latest views and perspectives in Ghana.

This paper analyses the impact of the COVID-19 pandemic on Myanmar’s tourism industry, identifying challenges and innovations, and predicting future trends to foster a resilient and sustainable sector.

The study uses a comprehensive analysis of tourism trends, government and private sector responses and changes in tourist behaviour, employing data, case studies and policy reviews.

The pandemic significantly disrupted Myanmar’s tourism, causing economic losses and shifts towards sustainable, outdoor and cultural experiences. Effective strategies by the government and private sector are aiding recovery and suggesting a more diverse and resilient future.

The research is limited by the availability of data during the pandemic, highlighting the need for ongoing strategy adaptation.

The study recommends digitalization, health protocols, domestic tourism focus and sustainable practices for a robust post-pandemic industry.

The study emphasizes the pandemic’s social impact on tourism-dependent communities and the need for inclusive, sustainable tourism practices.

Itprovides unique insights into COVID-19’s multifaceted impact on Myanmar’s tourism, offering valuable information for future sector strategies.

This paper aims to investigate the economic impacts of the current coronavirus disease, which is globally known as (COVID-19) pandemic, on small businesses in the tourism and hospitality industry, including food and beverages (F&B) industries in Malaysia during and after the enforcement of the Movement Control Order (MCO) and conditional (CMCO) with the emergence of new business models.

In this paper, the implemented methodology involved a secondary qualitative research design based mainly on the existing literature, the World Health Organisation (WHO) reports, the government’s documents, in addition to online sources and observations regarding local business experiences.

The findings revealed that implementing effective strategies of recovery, shaping resilience solutions and supporting policies such as the National Recovery Plan, which is backed by the government played a pivotal role in avoiding the turndown of small businesses.

This critical review is submitted as an original research paper, which aims to provide important perspectives regarding the COVID-19 pandemic impacts on the tourism and hospitality industry in Malaysia. This paper serves as a scholarly platform for further in-depth studies on various resilience solutions of small businesses.

This chapter discusses the various ways in which audiovisual (AV) media industries have cooperated with the tourism industry and explores the emergent areas for cross-innovation. It demonstrates the gradual mediatisation of tourism, but also how the added value from location tourism has started to affect, for instance, the operation of the film industry. It then discusses the emergence of tourism gamification that came about with the arrival of smartphones equipped with an ever-increasing variety of sensors relevant to location and mobility awareness. The chapter finishes by discussing the affordances and forms of augmented reality being used in the service of the cultural heritage sector and the broader tourism sector.

This paper aims to explore students’ work-integrated learning experience. Particularly, students’ application of knowledge and improvement of multiple skills in work-integrated learning, their influence on positive industry image change due to the COVID-19 pandemic, and students’ desired career prospect were explored.

A questionnaire survey with valid responses from 168 undergraduate students in hospitality and tourism management was conducted in four colleges/universities in Guangdong, China in 2021. PLS-SEM method was used to analyze the data.

It was found that students’ multiple skills had improved through application of knowledge in work-integrated learning. Skill improvement helped form positive industry image change and shape future career prospect. However, such positive industry image change did not impact students’ career prospect directly.

Today, work-integrated learning has become one of the most valuable opportunities for students in hospitality and tourism management to gain industry experience. However, recent literature has largely examined the negative impacts of COVID-19, whereas few studies have examined the positive aspects of work-integrated learning.

This paper aims to analyze the adoption of social media platforms by tourists in Pakistan. Based on an adaptation of the technology acceptance model (TAM), this study assesses the factors that lead users to adopt these platforms.

A survey was administered to a convenience sample of 399 travelers who use social media in Pakistan. A Confirmatory factor analysis was conducted using AMOS to evaluate convergent and discriminant validity as well as composite reliability. Structural equation modeling was applied to examine the causal relationship among all proposed constructs.

The findings reveal that the perceived usefulness (PU) and perceived ease of use (PEoU) of a social media platform positively impact the behavioral intention of its users. The proposed constructs of compatibility, enjoyment, user expertise and e-trust all demonstrated their crucial roles in the adoption of a social media platform for tourism-related activities by enhancing the platform's PEoU and usefulness.

This research validates the relationship between PEoU and PU of a social media platform in the hospitality industry. Interestingly, this study has expanded TAM by validating the addition of four more constructs, (1) compatibility, (2) enjoyment, (3) e-trust, and (4) expertise, to add worth to this model regarding the understanding of social media usage in this specific industry. The findings are valuable both for managers and policymakers in the tourism sector in Pakistan, as the latter can utilize the results to entice a larger segment of social media users to the tourism industry.