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The purpose of this paper is to investigate the unexplored part of the historical evolution of travel agencies in Spain, from the end of the 20th century to the 21st century. When examining promotion strategies, the study focuses on the change in marketing and public relations strategies based on the incorporation of information and communication technologies and, in particular, the use of the internet.

This study draws on a qualitative analysis of the different strategies used by traditional agencies and online agencies in Spain from the mid-19th century to the present. This analysis shows how traditional communication strategies survived at the beginning of the 21st century, together with other more innovative ones, while some disappeared, being eliminated by the new online travel agencies, which created a particular conception of marketing and communication. This paper is divided into the following parts: the introduction; the beginnings of travel agency promotion in the 20th century; the evolution of promotion in travel agencies since the late 20th century; communication innovation at the beginning of the 21st century; online travel agencies; and conclusions.

This study shows that although online agencies did not manage to position themselves with a large turnover, they generated advantages and sharpened their imagination to create a new, more economical advertising model, eliminating the costs of public relations and advertising campaigns. In addition, they allowed clients to have greater independence when making their reservations, while enabling them to monitor the tastes of potential and real clients and add blogs so that consumers could express their degree of satisfaction with the product or services provided by the agency.

The focus of attention is the travel agency sector in Spain and, more specifically, communication. Studies on travel agencies and their marketing have been very scarce and partial, impeding professionals in the tourism sector from having a broad vision to direct their promotional and public relations actions. The originality of this article lies in its making a comparison between two different visions of tourism marketing and, specifically, of travel agencies, that is, the traditional vision and the innovative one. It thus helps all professionals in the sector to value and improve their marketing and communication strategies.

This study aims to fill several gaps in the literature. First, it examines the Umrah industry from the supply side, investigating the pivotal factors for travel agencies’ performance. Second, it empirically investigates service leaders’ competencies specific to the hospital and tourism industry. Third, it clarifies whether there is a direct impact of organisational service orientation on business performance. Fourth, it explores the influence of network capabilities in a service context, specifically in travel agencies, which has rarely been discussed.

This is a mixed-method study with sequential explanatory research design. First, a quantitative approach was conducted with 150 authorised travel agencies in Indonesia, with two manager-level employees representing each agency. The data were analysed using descriptive statistics and structural equation modelling. A qualitative study was conducted to enrich the findings by interviewing the Director of Umrah and Hajj Development of the Ministry of Religious Affairs of the Republic of Indonesia and three other respondents.

Service leaders’ competencies and resource capacity significantly influence organisational service orientation, leading to enhanced perceived service quality and performance. In addition, resource capacity influences network capabilities, improving performance.

This study identifies factors affecting the performance of Umrah travel agencies in an intensely competitive environment, which has rarely been discussed. This sheds light on how travel agencies can survive and succeed in this competitive industry. Moreover, this study provides evidence regarding the role of network capabilities in the tourism industry and the impact of organisational service orientation, both directly and indirectly, on performance.

The main goal of this study is to employ unsupervised (lexicon-based) learning approaches to identify readers' emotional dimensions and thumbs-up empathy reactions to reviews of online travel agency apps based on appraisal and stimulus–organism–response (SOR) theories.

Using the Google Play Scraper, we gathered a total of 402,431 reviews from the Google Play Store for two travel agency apps, Tripadvisor and Booking.com. Following the filtering and cleaning of user reviews, we used lexicon-based unsupervised machine learning algorithms to investigate the associations between various emotional dimensions of reviews and review readers' thumbs-up reactions.

The study's findings reveal that the sentiment of different sorts of reviews has a substantial influence on review readers' emotional experiences, causing them to give the app a thumbs up review. Furthermore, readers' thumbs-up responses to the text reviews differed depending on the eight emotional aspects of the reviews.

The results of this research can be applied in the development of online travel agency apps. The findings suggest that app developers can enhance users' emotional experiences by considering the sentiment and emotional aspects of reviews in their design and implementation. Additionally, the results can be used by travel agencies to improve their online reputation and attract more customers by providing a positive user experience.

The findings of this research have the potential to have a significant impact on society by providing insights into the emotional experiences of users when they engage with online travel agency apps. The study highlights the importance of considering the emotional aspect of user reviews, which can help app developers to create more user-friendly and empathetic products.

The current study is the first to evaluate the impact of users' thumbs-up empathetic reactions on user evaluations of online travel agency applications using unsupervised (lexicon-based) learning methodologies.

Internet-based business-to-business electronic procurement (B2B e-procurement) systems are rapidly becoming the primary platform for interorganizational transactions and the delivery of products and services in the travel and tourism industries. Therefore, the purpose of this study is to investigate the critical success factors (CSFs) and implementation strategies for B2B e-procurement systems in travel agency supply chains.

This study developed a multifaceted evaluation framework that draws on the relevant literature and the technology–organization–environment framework. The CSFs underlying B2B e-procurement adoption were identified using hybrid criteria decision-making methods. Purposive sampling was used, and 49 valid questionnaires were obtained from retail travel agencies in Taiwan.

The results reveal that the top four CSFs are system stability, system reliability, sales dynamics and product line availability. By focusing on these CSFs, travel wholesalers can most effectively allocate their limited resources to provide an extensive range of products and services to their clients, improve e-procurement services and enhance interorganizational collaboration in travel agency supply chains.

This study developed a multifaceted evaluation framework and identified four CSFs to assist in the adoption of B2B e-procurement systems in travel agency supply chains.

基于 Internet 的企业对企业电子采购（B2B 电子采购）系统正迅速成为旅行和旅游业中组织间交易以及产品和服务交付的主要平台。 因此, 本研究的目的是调查旅行社供应链中 B2B 电子采购系统的关键成功因素 (CSF) 和实施策略。

本研究开发了一个多方面的评估框架, 该框架借鉴了相关文献和技术-组织-环境框架。 采用混合标准决策 (MCDM) 方法确定了采用 B2B 电子采购的 CSF。 采用有目的的抽样方式, 共从台湾零售旅行社获得49份有效问卷。

结果显示, 排名前四的 CSF 是系统稳定性、系统可靠性、销售动态和产品线可用性。 通过关注这些 CSF, 旅游批发商可以最有效地分配其有限资源, 为其客户提供范围广泛的产品和服务, 改善电子采购服务, 并加强旅行社供应链中的组织间协作。

本研究开发了一个多方面的评估框架, 并确定了四个 CSF, 以协助在旅行社供应链中采用 B2B 电子采购系统。

The purpose of this study is to examine the direct/indirect effects of sustainable competitive advantage (SCA) antecedents (entrepreneurial orientation, marketing capability, innovation capability and marketing innovation) on market performance (MP) in travel agencies.

A survey was used for data collection randomly from 315 managers in travel agencies and structural equation modelling was used for testing research hypotheses.

The findings of this study showed that SCA is a partial mediator between SCA antecedents and MP. SCA antecedents significantly improve the prediction of travel agencies’ MP.

This study offers useful insights to managers, services providers and marketers of travel services who seek to achieve competitive positions and strengthen their marketing and innovation capabilities to support their survival in the travel supply chain in an accelerated technological changeable travel and tourism market.

The literature review lacks an integrated model that investigates the effect of SCA and its antecedents on MP. The introduced research model provides a deep insight into the mediating role of SCA in improving business performance.

This paper aims at explore the intervening role of servant leadership in tourism businesses' outcomes, in the context of travel agencies. Drawing on servant leadership theory, the authors develop a multimediation model exploring the relationships between servant leadership and person–job fit, work–life balance, work engagement, innovative work behavior and job crafting.

Using SmartPLS3, data collected from 942 travel agencies operating in Egypt, a questionnaire was used to obtain data on how travel agency employees envisage their organization’s adoption of servant leadership, person–job fit, job crafting, work–life balance, work engagement and innovative work behavior.

The authors show that servant leadership correlates positively with person–job fit, work–life balance, work engagement, innovative work behavior and job crafting, while job crafting correlates positively with work–life balance, work engagement and innovative work behaviors. The partial mediating roles of both job crafting and person–job fit in the link between servant leadership and work–life balance, and the partial mediating role of work engagement in the link between servant leadership and innovative work behaviors.

Up to date, research on the effects of servant leadership on person–job fit, job crafting, work–life balance, work engagement and innovative work behavior has been inadequate. In terms of contextual applicability, an empirical investigation of the relationship between these factors in travel agencies is not available. By empirically examining these relationships in the context of Egyptian travel agencies, the current study has bridged a gap in the tourism and hospitality literature, human resources management and organizational behavior literature.

本文旨在探讨仆人式领导在旅行社背景下对旅游企业成果的干预作用。借鉴仆人式领导理论, 我们开发了一个多重中介模型, 探索仆人式领导与人-工作契合度、工作-生活平衡、工作投入、创新工作行为和工作重塑之间的关系。

使用 SmartPLS3, 从在埃及运营的 942 家旅行社收集的数据, 使用问卷调查获取有关旅行社员工如何设想他们的组织采用仆人式领导、人-工作匹配、工作重塑、工作与生活平衡、工作参与和和 创新工作行为。

我们表明, 仆人式领导与人-工作契合度、工作-生活平衡、工作投入、创新工作行为和工作重塑呈正相关, 而工作重塑与工作-生活平衡、工作投入和创新工作行为呈正相关。工作重塑和个人-工作在仆人式领导与工作-生活平衡之间的联系中起部分中介作用, 工作投入在仆人式领导与创新工作行为之间的联系中起部分中介作用。

该研究进行了一些开创性的检查。迄今为止, 关于仆人式领导对人-工作契合度、工作重塑、工作-生活平衡、工作投入和创新工作行为的影响的研究还不够充分。就情境适用性而言, 尚无对旅行社中这些因素之间关系的实证研究。通过在埃及旅行社的背景下对这些关系进行实证检验, 当前的研究弥合了旅游和酒店文献、人力资源管理和组织行为文献中的空白。

El objetivo de este artículo es explorar el papel que desempeña el liderazgo de servicio en los resultados de las empresas turísticas, en el contexto de las agencias de viajes. Basándonos en la teoría del liderazgo de servicio, desarrollamos un modelo de mediación múltiple que explora las relaciones entre el liderazgo de servicio y la adecuación de la persona al trabajo, el equilibrio entre el trabajo y la vida personal, el compromiso laboral, el comportamiento laboral innovador y el diseño proactivo del puesto de trabajo.

Con SmartPLS3 se analizaron datos recopilados de 942 agencias de viajes que operan en Egipto mediante un cuestionario con el que se obtuvo información sobre cómo los empleados de agencias de viajes prevén que su organización adopte el liderazgo de servicio, el ajuste persona-trabajo, el diseño proactivo del puesto de trabajo, el equilibrio entre el trabajo y la vida personal, el compromiso laboral y el comportamiento laboral innovador.

Mostramos que el liderazgo de servicio se correlaciona positivamente con el ajuste persona-trabajo, el equilibrio entre el trabajo y la vida personal, el compromiso laboral, el comportamiento laboral innovador y el diseño proactivo del puesto de trabajo, mientras que el diseño del puesto de trabajo se correlaciona positivamente con el equilibrio entre la vida laboral y personal, el compromiso laboral y los comportamientos laborales innovadores. Mostramos también el papel mediador parcial del diseño proactivo del puesto de trabajo y del ajuste persona-trabajo, en el vínculo entre el liderazgo de servicio y el equilibrio entre el trabajo y la vida personal, asi como el papel mediador parcial del compromiso laboral en el vínculo entre el liderazgo de servicio y los comportamientos laborales innovadores.

Hasta la fecha, la investigación sobre los efectos del liderazgo de servicio en la adecuación de la persona al trabajo, el diseño proactivo del puesto de trabajo, el equilibrio entre el trabajo y la vida personal, el compromiso laboral y el comportamiento laboral innovador ha sido insuficiente. En términos de aplicabilidad contextual, no se disponía de una investigación empírica de la relación entre estos factores en las agencias de viajes. Al examinar empíricamente estas relaciones en el contexto de las agencias de viajes egipcias, el presente estudio cubre un vacío en la literatura sobre turismo y hostelería, gestión de recursos humanos y comportamiento organizacional.

This paper aims to develop a vision for the future identifying how digital nomadism affects the labor markets in the tourism industry.

The qualitative research method was used. The research data were collected using a semistructured interview form developed by the researcher. The sample consists of twenty people working in the tourism industry as tour guides, travel agency owners, accommodation sector employees and professional managers. The content analysis method was used to analyze the data.

It was found that employees in the tourism industry are familiar with digital nomadism, interact with employees working as digital nomads and may prefer the digital nomad way of working, while employees in the accommodation sector cannot work as digital nomads due to the nature of their work. It is shown that digital nomadism can be applied to tour guides and travel agency owners.

The data was collected from employees of the accommodation sector, travel agencies, tour guides and employees of the Turkish tourism labor market. It is recommended that the tourism labor markets adapt to the digitalized world and adjust their working models in this context.

This is one of the first studies on the impact of digital nomadism on the tourism labor markets.

This study aims to investigate the determinant factors as barriers and facilitators of the B2B degree of digital use and customer–brand engagement in travel services by applying technology and behavioral theories.

A face-to-face survey was administered to retail travel agencies offering offline and online services (N = 301). Structural equation modeling using the partial least square method was conducted using Smart PLS 3.0 software to examine the proposed hypotheses in the research model.

The results revealed that the integrated composite model significantly predicts the B2B degree of digital use and brand engagement. The study established that facilitators had positive effects, and barriers negatively impacted the degree of digital use, which positively impacted brand engagement. However, the facilitator perceived cost and barrier lack of critical mass showed the opposite influence. The effects of facilitator customer pressure and barriers, information and communication technology infrastructure problems and security risks were insignificant. The results also established that the buyer firm size moderated the relationships between barriers and facilitators with the degree of digital use.

This study combined technology and behavioral theories to explain the buyer–seller relationship. The expanded framework contributed to understanding B2B digital usages and brand engagement in the seller–intermediary relationship. This study conceptualized firm size as a contingency variable and established its moderating effect. The study defined cost as a formative construct and an organizational factor. The study suggested practical implications for travel agencies and online travel service sellers.

The purpose of this paper is to investigate how fairness evaluations are constructed in a B2B context.

This paper conducts a field study of Air Greenland and its internal and external customers based on strong structuration theory (Stones, 2005). The authors employ context and conduct analysis to analyze how fairness evaluations emerge across four levels of structuration.

The paper finds that fairness evaluations emerge as a result of the interaction between external institutional pressures, agents' internal structures, and situated reflection and outcomes. The construction of fairness evaluations was embedded in contradictory institutional structures, where groups of actors constructed different evaluations of fair profits, procedures and prices. Actors furthermore worked on changing position-practice relations which shifted relations, external structures and affected outcomes and fairness evaluations.

This paper offers a conceptualization of embedded agency as emerging across the four levels of structuration. This contributes to debates in strong structuration theory through conceptualizing and analyzing how actors may be both be constrained and oriented by structures while reflexively adapting structures across the four levels of structuration. The paper extends extant pricing fairness research by illustrating how actors' construction of fairness flexibly develop fairness evaluations while responding to legitimacy and societal demands, including the needs of particular customer groups.

By analyzing tourist choices in Side and Alanya, well-known destinations for tourists in Türkiye’s thriving urban tourism sector, this study aims to fill a crucial vacuum in the body of knowledge about urban tourism. The study examines the changing dynamics of consumer preferences for advertisements and closely examines the underlying factors that influence these preferences, both pre and post-influential COVID-19 period.

This study clarifies the complex interplay between tourism marketing and prospective tourists’ decision-making processes through a thorough examination. This research greatly improves our understanding of urban tourism marketing strategies by examining the varying effects of advertising channels and comparing the persuasive power of emotional versus numerical advertising messages.

This study’s findings significantly advance our understanding of urban tourism. Examining how visitors react to advertisements in the various urban environments of Side and Alanya offers insightful information on how marketing strategies and visitor preferences correlate. This research also reveals the subtleties of efficient communication techniques, providing a practical basis for improving urban tourism experiences.

Being the first study of its sort, to the best of the authors’ knowledge, this research’s originality is supported by its insights into how advertising, consumer preferences and the urban tourism environment interact. The significant contribution to knowledge highlights the implications for those involved in urban tourism and provides practical advice for improving advertising tactics in the post-COVID-19 age.