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The study explores the issue of branding in tourism from the perspective of two processes related to globalization: the expansion of the world market and the use of information and communication technologies. The question addressed is how these processes affect tourism branding. This chapter shows that while the global market expansion in tourism enhances the relevance of brands, the digitalization of the experience made by the tourists and the expansion of virtual communities both represent an unprecedented challenge to the research and practice of tourism branding. The analysis reveals an empowerment of the tourists which may affect the residents, employees, and managers’ roles in branding. The chapter ends with new organizational strategies of brand enhancement which take into consideration the digitalization era.

The purpose of this paper is to analyse the future of the implementation of artificial intelligence (AI) technologies in services experience provided by cultural institutions (e.g. museums, exhibition halls and cultural centres) from experts’, cultural tourists’ and users’ point of view under the Industry 5.0 approach.

The research was conducted using a qualitative approach, which was based on the analysis of the contents obtained from two roundtable discussions with experts and cultural tourists and users. A thematic analysis using NVivo was done to the data obtained.

From a futuristic Industry 5.0 approach, AI is considered to be more than a tool – it as an integral part of the entire experience. AI aids in connecting cultural institutions with users and is beneficial since it allows the institutions to get to know the users better and provide a more integrated and immersive experience. Furthermore, AI is critical in establishing a community and nurturing it daily.

The most important contribution of this research is the theoretical model focused on the user experience and AI application in services experiences of museums and cultural institutions from an Industry 5.0 approach. This model includes the visitors’ and managers’ points of view through the following dimensions: the pre-experience, experience and post-experience. This model is focused on human–AI coworking (HAIC) in museums and cultural institutions.

Drones have become an important element within hospitality and tourism. The purpose of this study is to identify the corpus of knowledge and create a research agenda that establishes appropriate guidelines for future study of drone application in hospitality and tourism.

This work has been undertaken using a mixed-methods approach that combines quantitative and qualitative research and includes a review of the literature related to the study of drone use in hospitality and tourism.

The mixed-methods review identified gaps in the research, potential areas of study to enhance the scientific literature and potential uses of drones in tourism and hospitality for researchers, consumers and industry professionals.

This study makes an original contribution by establishing an integrated framework, which led to a synthesis of the research corpus and provided a holistic conceptualisation of the relationship between tourism and drones. In addition, the research agenda proposed will help boost and consolidate this emerging field of research.

无人机已经成为接待和旅游中的一个重要元素。本研究的主要目的是确定知识库, 并建立一个研究议程, 为未来无人机在酒店和旅游业的应用研究建立适当的指导方针。

这项工作采用了混合方法, 将定量和定性研究结合起来, 包括对与酒店和旅游业中无人机使用研究有关的文献进行回顾。

混合方法审查确定了研究中的差距、加强科学文献的潜在研究领域, 以及研究人员、消费者和行业专业人士在旅游和酒店业的无人机应用潜力。

这项研究通过建立一个综合框架做出了原创性的贡献, 它综合合成了研究语料库, 并对旅游和无人机之间的关系提供了一个整体的概念化。此外, 提出的研究议程将有助于促进和巩固这一新兴的研究领域。

Los drones se han convertido en un elemento importante dentro de la hostelería y el turismo. El objetivo principal de este estudio es identificar el corpus de conocimiento y crear una agenda de investigación que establezca las directrices adecuadas para el estudio futuro de la aplicación de los drones en la hostelería y el turismo.

Este trabajo se ha realizado utilizando un enfoque de métodos mixtos que combina la investigación cuantitativa y cualitativa e incluye una revisión de la literatura relacionada con el estudio del uso de drones en hostelería y turismo.

La revisión de métodos mixtos identificó lagunas en la investigación, áreas potenciales de estudio para mejorar la literatura científica y potencial de las aplicaciones de los drones en el turismo y la hostelería para investigadores, consumidores y profesionales del sector.

Este estudio aporta una contribución original al establecer un marco integrado, que conduce a una síntesis del corpus de investigación y proporciona una conceptualización holística de la relación entre el turismo y los drones. Además, la agenda de investigación propuesta contribuirá a impulsar y consolidar este campo de investigación emergente.

The purpose of this paper is to analyse museums and theme parks as a tourist package and how the proximity of airports to the city and public transport influence the development of this tourist package to stimulate tourism demand in cities.

Qualitative and quantitative indicators have been applied in our methodology to measure the most visited European theme parks and museums from 2012 to 2022. Moreover, the localisation of airports has allowed us to address the importance of theme parks and museums in cities and their regional economies.

The results suggest that the location of the city, entertainment complementary activity, airport proximity, intermodal passenger transport, air and train accessibility, tourism demand and supply, and a high concentration of population in cities have a high influence on the development of a tourist package that includes museums and theme parks to stimulate the tourism demand in European urban cities. London and Paris are two of the most visited cities in the world, and these are the most attractive European cities for tourists in terms of efficiency because tourists can optimize much better their space and time to visit the city’s tourist attractions during their holidays. Another important finding is that the public transport service plays an important role in museums and theme parks’ visits and the optimization of space-time for tourists when they are visiting a city and its tourist attractions on holidays, especially subways, trains and buses. Although time-space measures of accessibility in public transport in cities must be improved to optimize the time of the native population and tourists.

This research shows the complementary role of museums and theme parks as an attractive tourist package and an entertainment, cultural and educational activity to improve the quality of tourism supply and redistribute tourist flows in European countries. Moreover, there are limited studies that tackle the theme of parks and museums in a tourism context.

This introductory paper aims to offer a rudimentary model that describes the antecedent recipes for creating native-visitors. The paper describes what is unique and valuable about the seven articles that follow in their descriptions and explanations of the behavior of native-tourists. This special issue is to honor the originality and value of the contributions of tourism research’s leading critic, John Urry.

The paper presents a paradigm that includes eight profiles of tourists identified by low/high conjunctions of knowledge, training and authentication of performances of tourism places. The study calls for a normative stance that tourists should develop a sense of obligation to learn before visiting to enrich understanding of what they are seeing and to reduce the negative outcomes of the tourist gaze. The method includes describing the unique and valuable contributions in each of the seven following articles in the issue.

The analysis and outcomes are viewable best as propositions from a thought experiment. The seven articles that follow the introduction are appropriate data for a meta-review of the development of new meanings of tourism generated from the concept of native-tourist.

This study may spur necessary additional work to confirm that native-tourists do interpret performing tourist places differently and more richly than naïve tourists.

The article is high in originality in establishing the benefits from studying native-tourists as unique contributors to clarifying and deepening the meanings of tourism drama enactments.

The purpose of this paper is aimed to examine natives' Fervid Attachment to religious rites, as a part of cultural heritage, in its extrinsic (sense of belonging, rituality) and intrinsic (intimate bond, emotionality) characteristics, by shedding light on how leveraging on these characteristics could be emphasized to promote sustainable local development.

Based on the principles of an ethnographic research approach based on observational methods, this paper analyzes the rites of Holy Week in Taranto, a city located in the Southern Italy, by capturing individuals' behavior according the concept of Fervid Attachment.

Results show that tourism destinations preserving their traditions and religious rites as part of their cultural heritage can satisfy tourists' spirituality needs and, by promoting the interaction with the local population (natives) in terms of relationship between them and tourists, supporting local communities' development. Moreover their Fervid Attachment in terms of sense of belonging, rituality, intimate bond and emotionality could be empathized to promote sustainable local development.

Our results provide suggestions on how local policymakers and tourism marketers could leverage natives' attachment to religious rites to boost religious tourism.

This paper shows from a new perspective based on the concept of natives' Fervid Attachment how local people are relevant in promoting a tourism destination.

The smart destination can be defined as a destination that deploys information communications technologies (ICTs) and other technological tools for interactive/participative engagement with prospective visitors. The rationale is to enhance the residents' quality of life as well as the tourists' experiences of the destinations they visit. This chapter discusses about digitization strategies and on marketing superstructures affecting destinations. It advances a conceptual framework through the development of an Attracting, Stay, and Return (ASR) Model that is suitable for smart destinations. It relies on descriptive case studies to conceptualize smart tourism destinations. This contribution reiterates the importance of having a well-designed website that presents appropriate content to entice the prospective travelers' curiosity about destinations. It offers valuable insights and advances new knowledge on smart marketing approaches that are intended to increase the destination management organizations' outreach with tourists at each stage of the ASR Model.

The tourism and hospitality sector in twenty-first century becomes technology driven. Technology application in those sectors is strategic and demand driven. It facilitates tourism and hospitality marketing; destination promotion and imaging makes the services innovative, turns the interaction between industry and its consumers better than ever before, and enables the industry to cope with neo-competitive environment. Changes occur too in tourists’ demand, choices, and consumption patterns with the advent of e-mobility. Thus shifts within the paradigm of tourism and hospitality practices are perceived overtly. This chapter will study the expanse of technology application within those sectors, endeavour to develop a conceptual frame; and review the shifts and impacts that appear out of technology and those sectors interactions.