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There has recently been much interest in analysing the creation of personalised tourism services and studying their effect on organisations. However, there still needs to be more work in analysing their effect on happiness and the role that emotions play in these processes. This paper aims to analyse, in the context of personalised and innovative tourism services, which factors can encourage and improve managers' happiness.

A model of analysis is presented with five variables: tourism managers' happiness (TMH), innovative personalised tourism services, internal factors: emotions (IFE), organisational factors (OF) and personal factors (PF). Eight hypotheses are proposed and tested with a structural equation model.

The results allow the authors to affirm that personalised technological advances applied to tourism services not only contribute to improving the happiness of hotel managers but also in generating emotions that contribute to improving their attitude towards the company.

This scientific work has some limitations. Firstly, this study was carried out exclusively in Spain due to the relevance of this country in the international tourism sector, according to the World Tourism Organisation. The results achieved in this research should be contrasted with other studies in other territories. Secondly, the interviews and surveys were carried out at specific time intervals. It has not led to problems of significant bias in the variance of the standard method. Therefore, it is desirable to undertake longitudinal or cross-sectional studies for future research. Thirdly, it is interesting to develop theoretical models that include other psycho-directive or leadership style constructs to determine whether they holistically enhance the subjective well-being of hospitality managers. Moreover, other types of factors of a social or strategic nature can be considered, which can positively or negatively impact the analysed variables. Finally, future research can deepen the empirical analysis of the relationship between managerial competencies and digital innovation from the perspective of happiness management. These findings would contribute to a greater cognitive understanding of the implications of personalised and innovative tourism services on hotel establishments' happiness and economic benefits.

This paper shows the fundamental role of a happy leadership style in creating responsible, green and innovative environments in today's digital society. Furthermore, the happiness of tourism managers can contribute to the generation of high quality and excellent services that are in line with the principles of sustainable development.

Personalised technological advances applied to tourism services not only contribute to improving the happiness of hotel managers but also to generating emotions that contribute to improving their attitude towards the company. On the other hand, it has been observed that personalised and innovative tourism services generate positive effects at organisational, internal and personal levels. The following reflections are advanced: The development of internal factors such as the emotions of awe and gratitude or the generation of trust can enhance the happiness of tourism managers. The happiness of tourism business managers can be enhanced by developing OF such as smart-personalised tourism services and data protection. The happiness of tourism managers can be enhanced by the development of PF such as travellers' desires, expectations and needs, or other factors such as disposable income, health status or family situation.

This is the first empirical study that focuses on investigating how personalised and innovative tourism services affect managing happiness.

Digitalization had a relevant impact on the cultural tourism sector, both demand and supply. If, on the one hand, advances in digital technologies provided tourists with new mobile services able to amplify the cultural experience, on the other hand, they catalyzed the development of new business models by digital enterprises. This paper has a twofold purpose: to detect business models and key characteristics of mobile apps for cultural tourism and to analyze the offering of app-based services in this sector.

The authors defined a methodology to identify, characterize and analyze a particular category of digital products for cultural tourism: app-based services. They are studied in terms of value creation, proposition and capture with the aim to identify the distinctive features of business models. As a result, the authors identified a classification framework on three main dimensions, namely “how to exploit mobile app features to create value for cultural tourists” (value creation), “which valuable services are delivered to cultural tourists” (value proposition) and “how companies are rewarded for the value they offered” (value capture). The authors apply the framework to perform a situation analysis of app-based services in the cultural tourism market.

The analysis highlights that digital enterprises offering app-based services do not fully exploit advances in technologies about users' value requirements. Hence, the results of our work suggest some directions that digital enterprises may follow to better exploit mobile app technology.

To date, little research has been devoted to investigating cultural tourism business models involving the exploitation of mobile app-based services. This research provides a useful framework to analyze fundamental aspects of business models in this sector. Such a framework represents a practical tool that provides fruitful insights for the design of a new generation of app-based services within the so-called “Internet of things” domain.

Though halal-related services have been discussed in tourism services literature, exploratory study in this area is not enough, particularly in non-Muslim tourists’ perspectives. This study aims to investigate the impact of non-Muslim tourists’ perceptions of halal products or services on their loyalty of intention for halal tourism destination.

Structured questionnaires are used for collecting data from non-Muslim tourists. SmartPLS is used in this study for data analysis.

The results find that banning non-halal services and implementing halal food product services are significantly related to trip experience and trip value. General halal services are positively related to trip value, whereas trip experience is not associated with it. In addition, trip experience and trip value have a significant impact on satisfaction. The results also find that tourists’ loyalty intention is attributed to satisfaction of non-Muslim tourists. `

The study reveals new insight into halal tourism in the perspective of non-Muslim tourists’ halal products or service toward their future travel to halal destination. The contribution of this study is important for tourism operators, managers and marketers of destination tourism with a direct/indirect leadership to improve the tourism destination for non-Muslim tourists’ perceptions.

尽管旅游服务文献中讨论了与清真相关的服务, 但在这一领域进行的探索性研究还不够, 尤其是从非穆斯林游客的角度。这项研究调查了非穆斯林游客对清真产品或服务的感知对其清真旅游目的地忠诚度的影响。

结构性问卷用于从非穆斯林游客中收集数据。本研究中使用SmartPLS软件进行数据分析。

结构分析的结果发现, 禁止非清真服务和清真食品服务与旅行体验和旅行价值显著相关。普通的清真服务与旅行价值成正相关, 而旅行体验却与此无关。另外, 旅行体验和旅行价值对满意度有重要影响。结果还发现, 游客的忠诚度归因于非穆斯林游客的满意度。

该研究从非穆斯林游客的清真产品或服务出发, 为他们未来前往清真目的地提供了清真旅游的新见解。对于直接/间接领导以改善非穆斯林游客感知的旅游目的地的旅游经营者、目的地旅游管理者和营销者而言, 这项研究的贡献非常重要。

– Aunque existen estudios que tratan sobre los servicios relacionados con el halal en la literatura de servicios turísticos, el estudio exploratorio en esta área no es suficiente, particularmente desde las perspectivas de los turistas no musulmanes. Este estudio investiga el impacto de los productos o servicios halal sobre las percepciones de los turistas no musulmanes en su intención de lealtad hacia el destino de turismo halal.

– Los cuestionarios estructurales se utilizan para recopilar datos de turistas no musulmanes. SmartPLS se utiliza en este estudio para el análisis de datos.

– Los resultados del análisis estructural encuentran que prohibir los servicios no halal y los servicios de productos alimenticios halal, están significativamente relacionados con la experiencia y el valor del viaje. Los servicios halal generales están positivamente relacionados con el valor del viaje, mientras que la experiencia del viaje no se asoció con él. Además, la experiencia y el valor del viaje tienen un impacto significativo en la satisfacción. Los resultados, también encontraron que la intención de lealtad de los turistas se atribuye a la satisfacción de los turistas no musulmanes.

– El estudio revela una nueva visión hacía el turismo halal, desde la perspectiva del turista no musulmán hacía los productos o servicios halal, en su futuro viaje a un destino halal. La contribución de este estudio es importante para los operadores turísticos, gerentes y comercializadores del turismo de destino con liderazgo directo/indirecto para mejorar el destino turístico de las percepciones de los turistas no musulmanes.

The COVID-19 pandemic has had an extremely destructive impact on the tourism and hospitality industry. However, there is a gap in the literature on measuring the economic impact of the pandemic on employees of urban tourism industries by class. Accordingly, this paper aims to investigate the perceived economic impact of the COVID-19 by workers of urban tourism-related services in Tehran.

Based on stratified sampling, a Web-based survey was carried out among 383 employees of tourism industries. To measuring the perceived impact and evaluate statistically significant differences, one samples t-test, one-way ANOVA and post hoc test were used.

The study findings revealed that employees of tourism-related services perceived that COVID-19 outbreak has a huge negative impact on the tourism industries in terms of earnings reduction. However, the perceived impact on job losses and reduction of hours of work was non-monotonic.

Identifying the negative effects of the COVID-19 outbreak on city tourism by industries and their subclasses can contribute to more effective interventions to support and recover the tourism industries. In other words, it is essential to prioritize support for different class of services, to fair allocation of bailout monies and to improve their resilience against crises and shocks.

Application of technology and meeting accessibility requirements of guests are two essential areas to consider and improve in order to facilitate, ameliorate and accelerate the management of hospitality services furnished by hotels. These two trends carry great importance for competitivity of hotels' services and sustainability of tourism industry. They are two distinguishing characteristics that build a positive perception of hotels' image among its rivals.

This chapter aims to reflect the current level of conformance of the hotels' services to the Sustainable Development Goals (SDGs) for tourism, specifically, SDG 11 related to accessibility and SDGs 9, 12 and 13 related to technology. A qualitative research is conducted to find out the commitment and awareness levels of the hotel staff at managerial positions to the accessibility and technology requirements in line with the mentioned SDGs. The representatives of city centre hotels of İzmir, Turkey with three, four and five stars and boutique hotels categories are chosen as the target population. The results obtained via content analysis signal that the extent of conformity of hotels to technology and accessibility requirements in line with the adoption of the related SDGs depend on the creation of practical solutions on the educational, legal and managerial perspectives. The chapter contributes to academic literature in tourism management and brings suggestions for tourism practitioners to adapt and improve their services to meet the standards and requirements of SDGs related to accessibility and adoption of technology in hospitality services.

The purpose of this paper is to test the frequency of the use of e-tourism by consumers/internet users of various European Union member states and to identify the socio-economic variables that determine this frequency.

The secondary data regarding the use of e-tourism services in 28 European Union member states were used for analysis. Relationships between variables and the frequency of the use of e-tourism services by consumers in 28 countries in Europe were analyzed. For each of the 32 benchmarked countries, a representative sample of internet users was surveyed via local online panels. Also CATI approach was used in one country.

The authors of this study identify a statistically significant relationship between the frequency of the use of e-tourism by internet users and their country of origin. Statistically significant relationships between the frequency of using e-tourism and socio-economic variables, such as age, sex, education level, occupation, and professional position, are also identified.

The findings of this study can provide tour operators with useful suggestions on how to extend the utility of internet (e-commerce) in order to develop their business, get more customers and improve their profitability. Simultaneously, these results may contribute to enhancing competitiveness of the whole European Union and increasing its gross domestic product.

With the worldwide rapid growth of internet (and e-commerce) many benefits can be reach by tourism sector especially in the growing competition. The paper is unique because it shows data collected from almost 25,000 respondents and it presents a comparison of the use of e-tourism among citizens of 28 European Union member states.

This chapter’s aim is to present the key elements of marketing of tourism services and experiences by taking the perspective of a new tourism entrepreneur. The chapter’s focus is on better understanding and efficient implementation of marketing principles.

This chapter was built on literature review of marketing of tourism services at business level. A practical approach has been adopted and implemented in illustrating the variables of marketing mix.

This chapter highlights the fact that in order to be successful in the field of marketing, tourism entrepreneurs should consider and implement all elements of marketing mix as an integral and comprehensive set; all marketing variables are interlinked and interrelated.

This chapter is explorative in nature, based on a literature review. It takes more entrepreneurial/practical than academic approach.

A marketing plan for tourism services/experiences constitutes a chain of strong bonds that guide the tourism business forward in making the chain stronger and more efficient. When an entrepreneur/manager is considering adding a new feature or changing existing elements, he/she has to consider the whole picture of the actions and the resulting outputs.

This chapter discusses an extended marketing model; the model of 10 Ps – Product, Place, Pricing, Promotion, Partners, Presentation, People, Process, Physical evidence and Passion under two stages, before and during the experience consumption/encounter.

Cross-cultural research constitutes a pivotal topic for marketing; however, the literature indicates that there are a few studies analyzing social media reviews from a cross-cultural perspective using cultural proximity (supra-national level) as a proxy of culture. Therefore, the purpose of this study is to identify cross-cultural differences in service evaluations and specifically, in hotel appraisals among tourists from Central, Eastern (including Post-Soviet States), Northern and Southern Europe.

A quantitative approach has been taken by studying online user-generated ratings of hotels on Trip Advisor. In total, 1,055 reviews of five hotels in Greece were used for the study.

Multivariate analysis of variance and analysis of variances results confirm cultural differences in overall service evaluations and attributes (value, location, sleeping quality, rooms, cleanliness and service) of tourists from various European regions. Specifically, Eastern Europeans uploaded more reviews than any other European group, whereas Northern Europeans were more generous in their appraisals than Eastern, Southern and Central Europeans.

The results of the study could be used for segmentation purposes of the European tourism market and for recognizing, which aspects of their services need to be improved based on the segments they serve. Moreover, managers should encourage Northern and Eastern Europeans to upload their reviews as both groups are more generous in their evaluations. Moreover, the findings are useful to marketers of other services.

To the author’s knowledge, this is the first study that examines cross-cultural differences in hotel appraisals from a supra-national perspective including developed (Northern and Western Europe), developing (Southern Europe) and emerging tourism markets (Eastern Europe).

The purpose of this paper is to contribute to the scientific debate on innovation in tourism by focusing on modularity as emerging approach for creating personalized tourism experiences. The focus on modularity has two objectives. The first is to demonstrate that tourism offering can be conceived as bundles of products and services with growing relevance of knowledge; the second is to highlight how its adoption by tourism firms can enhance their competitiveness and contribute to assuring greater involvement of tourists in co-creating travel experiences.

The study adopts an exploratory approach based on multiple case studies to analyze two innovative tourism companies located in the Apulia region (Southern Italy).

Categorized as integrators of a wide set of tourist products and services, the cases provide a consistent scenario for deepening understanding of the meaning of modularity in tourism.

The study offers an original contribution in determining the meaning of modularity in the field of knowledge-intensive services by demonstrating that the adoption of a modularity approach in the designing and offering by tourism companies can provide interesting benefits for their competitiveness and the greater satisfaction of customers.

The study offers implications for companies and decision makers involved in delivering more personalized tourism experiences.

Elements of originality can be identified in this contribution to the extension of studies on modularity in the service sector as well as for its strategic contribution at the co-creation of personalized tourism experience.