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Purpose: This study links SDG goal 9 of industry, innovation strategies and another infrastructural environment to branding relating to destination and interactive marketing. Digital marketing tools with various applications aim to offer hi-tech services to customers in interactive marketing services, namely multiple goods and services, data and innovative techniques in the tourism and travel sector. Exploring the study would add to the existing literature supporting interactive marketing procedures and destination branding. Branding relating to destinations fosters tourists around the globe facilitating economic growth and development and supporting the local economies.

Need for the Study: It is observed from the literature that very few studies have been identified across the globe from various researchers on the interactive marketing and destination branding that ensures brand loyalty and reassesses the intent of the tourists just before the epidemic pandemic in the form of COVID-19. Artificial Intelligence, as part of information technology, offers various interactive marketing services in the form of different social media marketing strategies, attractive websites for tourists and travel providers and image building on destination branding. This study would help fill the marketing gap, which results in branding relating to destination, brand loyalty and reassessing the intent of various tours and travel plans just before the pandemic.

Methodology: The study focused on the literature, demonstrating the stimulus organism methodology and examining the impact of potential marketing strategy, which is interactive focusing on the destination branding, loyalty relating to the brand and also procedures to revert with the intent that would motivate and facilitate the customer’s confidence showering the loyalty relating to the brand in the travel and tourism sector.

Findings and their Practical Implications: The study revealed that the marketing relating to interactive methodologies in the hi-tech digital approaches ought to be carried out to create opportunities for prospective tourists willing to get information about various tourists destinations with the help of various marketing techniques such as different social media applications, easy access of websites for accessing the tourist destinations and relevant information, accessing images pertinent to the tourism destinations with the ease of chat box and providing suitable audios and video sources to the potential customers.

The purpose of this study is to identify the characteristics of the millennials segment that is most likely to cause a significant disruption in the way the tourism sector is currently structured. A profile of this segment has been developed along with an analysis of the marketing implications for destinations and tourism providers.

The research involved examining academic, institutional and trade literature to provide an overview of the millennials profile and the related developments causing disruptive changes in the tourism sector.

The characteristics of the millennials with the greatest potential to disrupt the tourism sector are their strong digital skills, high degree of permanent connectivity, search for outstanding experiences and altruistic behaviours. The results already present from these characteristics – with a high probability of intensifying in the future – are the practice of volunteer tourism, search for places not connected with tourism and adoption of new, disruptive technologies. Even though volunteer tourism is an act of altruism, it can have harmful implications for tourist destinations in which it occurs. In addition, tourist invasions of places traditionally occupied only by residents can lead to the removal of locals from these places, manifestations of “tourismphobia” and ultimately degradation of these tourists’ experiences. Finally, the adoption of disruptive technologies by tourism agents to fulfil the millennials’ demands for immediate responses reduces human interactions highly valued by millennials and, therefore, requires close monitoring.

This study’s value arises from its systematic identification of the millennials characteristics that are most likely to disrupt the tourism sector’s functioning, allowing the relevant stakeholders to adopt proactive strategies, minimise potential negative impacts and maximise opportunities.

The purpose of this paper is to explore the interconnection between the corporatisation of K-beauty and Korea’s nation branding exercise and its links with soft power. Through the investigation of the transformation of Korea’s beauty industry, the authors seek to illustrate the inter-relationship of the market systems and national identification practices.

This study employed the qualitative case study approach to examine the latest development of Korea’s medical tourism. Through analysing a variety of secondary data that associated to the latest development of cosmetic tourism, this paper presents the impact of the transformation and reconfiguration of Korea’s beauty industry on the country’s nation branding strategy and the development of Korea’s soft power in the global marketplace.

The findings highlight how Korea’s new cosmetic tourism industry contributed to the renewal of Korea’s nation brand in the global market. The findings also illustrate the interconnection of the emerging Korean popular cultural products (K-pop and K-beauty) in the regional and global marketplace.

The findings demonstrate the role of market in re-defining a nation’s brand and identity. The findings also illustrate how market-driven strategy influences the development of a nation’s soft power in the regional and/or global marketplace.

The study shows that practitioners can be active agents in nation branding. Through highlighting strategies to develop soft power within and beyond the country boundary, this study shows how market agents, governments and other stakeholders can co-create a market system that transform and reconfigure the nation brand in the global marketplace.

In additional to explore the transformation of the beauty industry in Korea, this paper also presents the history and transformation of the beauty standards in Korea and other Asian cultures. Such dialogue invites marketing and consumer researchers to further explore the role of history and culture in guiding the production and consumption of new (consumption) standards.

This is the first paper that connects the theory of soft power in nation branding and country-of-origin literature. The case analysis of the socio-historical development of K-beauty also demonstrates how non-Western cultural goods enter the international marketplace. In summary, this paper provides new conceptual framework that illustrates a new collaborative mechanism that engages government and practitioners to co-create new cultural norms and standards to the local and international markets.

This ethnographic study explores how local and global forces influence a unique set of self-employed people in Havana’s tourism industry – dance instructors – and how these circumstances drive the strategies and rationalities they use to navigate socioeconomic transformations. Cuba’s recent history of economic crises, the decline in welfare assistance, and an array of market-driven economic reforms have driven many Cubans to search for incomes in Havana’s lucrative tourism industry. Global circulations of people, wealth, and ideas shape the opportunities Cubans find in this type of work. Furthermore, strict state policies and regulations, in conjunction with underlying systems of oppression, hinder and constrain Cubans who work in tourism-based ventures. Building on theories of neoliberalism and tourism, we discuss how Cuban dance instructors develop professional skills, standardize their activities, and address global consumer desires/demands while simultaneously drawing from collectivized social norms cultivated under Cuban socialism. These hybridized formal/informal business tactics reveal how self-employed Cubans are positioned between socialist configurations and the capital-driven tourism industry. These innovative socioeconomic logics are also critical in understanding how people living in centrally planned economies, some of which are socially marginalized because of patterns of inequality, gain access to and participate with contemporary modalities of the global economy.

Because of the COVID-19, the digital transformation of global hospitality and tourism speeds up. This paper aims to provide comprehensive frame of the digital transformation for further hospitality and tourism research.

Through conducting a critical review of the impact of COVID-19, the current situation about the application of digital technology and digital transformation in hospitality and travel, this study used a qualitative approach to present the viewpoints.

This research presents a theoretical research framework for the hospitality and tourism about digital transformation, including possible directions, contexts and methods. It highlights the importance of digital transformation, and further proposing specific research topics.

This research brings valuable implications and guidance for future research from the aspects of key research streams, research context and methodological approaches in hospitality and tourism about digital transformation.

This paper supplies existing critical reviewed research through paying attention to the digital transformation approach in hospitality and tourism, providing research guidance technically to the industry of hotels and travel.

The purpose of this chapter is to critically evaluate the development of technological infrastructure and the propensity of Latin America and the Caribbean (LAC) destinations to adopt digitalisation in their hotel sectors. This paper focuses on technological readiness, the types of digitalisation and its influence on the hotel sector in a post-pandemic environment.

The chapter is a critical and conceptual overview of digitalisation in the Latin America and the Caribbean hotel sectors, the contribution of the hotel sector to tourism economies, and digitalisation in LAC post COVID-19. A comprehensive examination of the academic literature is combined with the Network Readiness Index (NRI) and Travel and Tourism Competitiveness Index (TTCI) on several LAC countries focusing on different scopes including ICT readiness, ICT environment and business usage from 2010 to 2020. The paper uses empirical data collected from NRI and TTCI on several LAC countries examining changes in development of information and communications technology (ICT) by conducting a longitudinal analysis over a ten-year period.

The chapter argues that digitalisation in the hotel sector has been given a lot of attention regarding the adoption of digitalisation during the pandemic by a continuation of activities involving check-in and check-out, providing safety for guests and staff and the recovery of the hotel sector by both hoteliers and academics. Yet, LAC have been slow when it comes to the development of ICT. This is shown on the NRI and the TTCI by their position on ICT infrastructure, ICT environment and business usage. Nevertheless, while their positions on the indexes are less than favourable, their scores are improving, but at a very slow rate.

Limited academic literature is available on digitalisation in LAC countries. There is no consistent data on the NRI and TTCI year to year for some of the countries examined in this study.

This study provides a comprehensive review of technological infrastructure development of countries of Latin America and Caribbean countries with an emphasis on digitalisation in a hospitality context. The chapter is a critical examination of digitalisation in the hotel sector in a post-pandemic environment.

There is little knowledge to date regarding the influence of the COVID-19 health crisis on tourists' intention to travel differently in the future. This paper addresses this and explores its determinants. The objective of the present study is to determine to what extent the Spanish tourists affected by COVID-19 may change the way they travel in the future, according to the perceived risk of travel in a pandemic context.

Between May and June 2020, the authors conducted a survey with a sample population of Spanish tourists who were resident in Spain during the COVID-19 pandemic, for the purposes of studying the role of attitudes and risk in the intention to change the way they want to travel in the future. Cluster analysis and one-way ANOVA were conducted to assess differences among the respondents. Finally, some models were built using the linear regression technique in order to evaluate the role of attitudes in the tourists' adaptive response to the perceived risk of travel.

Results confirm the formation of a new way of life influencing tourists' intentions to travel more sustainably. Accordingly, tourists with a previous environmental attitude are less interested in visiting mass tourism beach destinations in the future. However, changes in the way some tourists travel can also be read as an adaptive and temporary response to the perceived risk of contracting the disease, and do not point to a reduction of the vital importance of tourism in their lives.

The exploratory nature of the study and the lack of similar international analyses does not allow the authors to contrast its results at a global level, though it offers a starting point for future research in other countries. There are also methodological limitations, since the field work was carried out between the first and second waves of the disease, at a time when the pandemic was in remission, possibly affecting the orientation of some responses, given the desire to recover normalcy and “normal” travel, and this may have influenced the priority given to tourism.

This study gives new insights into the debate on the social transformation of the collective consciousness. Despite some signs of change, part of the Spanish tourists are still anchored in traditional tourism practices embedded in cultural factors, which can hinder sustainability in the Spanish tourism industry. The experience of the COVID-19 crisis has not been sufficient to change the declared travel habits of Spanish tourists. Therefore, progress towards the definition of a new tourism system that implies the effective transformation of demand will require applying policies and promoting institutional innovation and education to create paths that facilitate transformative experiences.

The study is focused on the analysis of the relationship between attitudes and risk perception, including novel elements that enrich the academic debate on social progress in the transformation of tourism and the possibilities of promoting a reset from the demand side. Moreover, it incorporates, for the first time, the COVID-19 as it was experienced as an explanatory variable to analyse the changing travel attitudes in a post-COVID-19 era. The analysis of the psychosocial mechanisms of risk offers a good opportunity for a better assessment of post-pandemic demand risk perception. Finally, the study offers empirical evidence on how Spanish tourists are reimagining their next and future holidays, which can be highly valuable for destination managers.

The purpose of this paper is to present the changes in political and socioeconomic conditions after 25 years of transformation and how it provided to adopt new methodology in tourism planning. It shows the possibilities offered by the use of the foresight process in planning the development of tourism in Poland. Since one of the main foresight goals is to identify trends, the paper takes attempt to verify trends that occurred in Poland after 1989 and if they have now and will have in the near future influence on Polish tourism. Detailed objective is to characterize the systemic transformation and its impact on the tourism economy.

Paper is the review, which used literature, legislation and strategic documents query. It also includes comparative analysis.

The analysis of the political and economic changes that have taken place in Poland over the last 25 years shows that they were positive for the development of tourism base. The impact of globalization and global trends is now clearly noticeable also in Poland. Political and economic changes allow the use of foresight methodology in studies on the future of tourism while maintaining its main attributes: anticipation, participation, action, networking, vision.

The analysis included the impact of political changes and social trends on the tourist economy. Proposals that show the positive aspects of these changes relate to tourism and present extensive opportunities to create scenarios, both at the national and regional levels.

The analysis forms the basis for the activities of tourism entities in Poland. It shows the characteristics for the future of the tourism market particularly the demand side.

The analysis of changes in systemic and social trends enables anticipation of changes in tourism as a social phenomenon.

The paper presents the historical basis for the development of tourism in Poland after political changes in relation to the planning of tourism by using the methodology of foresight. It also presents these phenomena and social trends that have an impact on the development of tourism.