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This chapter aims to provide a comprehensive overview of virtual tourism and its potential contribution to sustainable development in the tourism industry.

In this chapter, a qualitative approach is used to analyse relevant documents and resources to explore the relationship between virtual tourism and sustainability.

The findings of this study indicate that virtual tourism has numerous applications in the tourism industry, with evident potential for the future. Furthermore, this research identifies virtual tourism as a promising alternative for sustainable tourism, offering the potential to address key sustainability issues in the field.

This chapter adds to the existing literature by examining the link between virtual tourism and sustainability, highlighting the potential of virtual tourism as an alternative to traditional sustainable tourism practices. The insights generated from this study can inform the practices of both academics and practitioners in the tourism industry, promoting more sustainable and responsible tourism practices.

Despite years of research on destination image (DI), studies have surprisingly failed to investigate how tourists perceive and approach destinations that they are not cognizant about. While prodigious amount of information is available on the dimensionality and nature of DI, little is known about the construct with reference to cognizance, geographical proximity and units. Understanding such an aspect would help destination management organizations (DMOs) in refining their marketing strategies and in improving their destination's competitiveness.

Through an extensive review of literature in areas pertinent to the phenomenon being investigated, this article puts forward a series of propositions, which are then used in the framework entailing the proposed construct of destination stereotypes (DS).

While identifying an overlap in concepts pertaining to the fields of marketing and tourism, this study postulates that DS facilitate the extension of a destination's dominant impressions to that of another based on various parameters. It further discusses several courses through which impressions of a particular destination are extended to that of another, thereby putting forward DS as a missing link in tourists' reception of destinations.

DS as a construct helps in identifying the source of an impression which may not be the destination in question but instead another destination. Upon construct validity, the proposed framework would yield insights into other competing destinations and thereby effectively help in altering the extant DI.

While there have been many studies on tourist stereotypes and DI, it is amongst the first few studies to have discussed stereotypes in the context of destinations and their image, especially with an emphasis on cognizance, geographical proximity and units. Therefore, it acts as a meaningful piece of work towards the progression of the DI literature.

The aim of this study was (1) to investigate the relationship between destination image (DI), destination personality (DP) and behavioral intention (BI) in the context of ski tourism and (2) especially the role of DP in the relationship between DI and BI among ski tourists.

We collected data using WJX.CN (N = 400) to test the hypothesized model. Confirmatory factor analysis (CFA) was used to examine the psychometric properties of the measurement model and partial least squares structural equation modeling (PLS-SEM) was used to test the hypotheses.

The results show that DI directly affects DP and partially affects BI, while DP directly affects ski tourists' BI. In addition, the indirect effect of DP between affective image and BI was significant, showing full mediation, and the indirect effect of DP between cognitive image and BI was significant, showing a partial mediation effect.

The findings enrich the ski tourism literature, contribute to the development of ski tourism in destination cities and the strategic marketing of ski resorts and provide recommendations for ski tourism researchers and marketers.

The authors’ examination aims to offer a quantitative perspective on the interrelationships between tourist harassment, the destination image, emotions and destination revisit intent. Furthermore, it explores the moderating role of travelers' experiences and tolerance in the link between tourist harassment, the destination image and revisit intentions.

The authors’ examination seeks to fill this research gap by utilizing a combination of qualitative and quantitative methods to test eight hypotheses using AMOS 23 and PROCESS MARCO.

The findings showed that tourist harassment negatively impacts the destination image and revisit intentions. Moreover, it indicated that tourists' experiences and tolerance moderate the link between harassment, the destination image and revisit intentions for travelers with high levels of experience and tolerance compared to those with low levels.

This article contributes to travel research and service failure recovery research on tourist harassment and its consequences. To this end, it developed and validated a new tourist harassment scale. Moreover, it is the first study that examines the moderating role of visitors' experiences and tolerance on the link between tourist harassment, the destination image and revisit intentions. Finally, this article is the first to empirically offer destination harassment reduction techniques.

This study's goal is to look at how visitors' experiences affect the indirect links between the destination's extrinsic motivations (DEMs) and tourists' intrinsic motives (TIMs), on the one hand, and the perceived destination image (PDI), on the other.

Using structural equation modeling, 613 tourists from different nationalities were used to test the five hypotheses.

The research results revealed that second-order destinations' extrinsic motivations directly impact TIM and PDI. It also showed that tourists' experiences as moderators reduce the direct effect of DEM on PDI for first-time visitors compared to repeat visitors. Moreover, it increases the direct effect of TIM on PDI for repeated visitors.

Destination managers can fix the problems that hurt their reputations and images by hiring police officers in tourist areas and cleaning tourist places. In the same way, destination managers and travel agencies should use AI tools to create social media marketing campaigns focusing on natural and historical monuments. Also, the marketing plans should stress the value for money (for example, lodging, food and attractions’ cost). Finally, destination marketers can make programs for repeat visitors, focusing on DEM and TIM.

This article tries to fill a gap in the research on PDI formation in emerging markets as a modern technique in destination marketing by using the push-intrinsic and pull-extrinsic theories. It also looks at how the tourists' experiences moderate the direct link between DEM, TIM and PDI. Lastly, this study examines how TIM affects a destination's image in emerging markets.

This paper aims to investigate potential Muslim tourists’ visit intentions to halal tourism destinations in Japan.

Data were acquired from 397 respondents of potential Muslim tourists in Indonesia. These data were analyzed with variance-based structural modeling to assess the relationships between religiosity, halal awareness, destination image, destination trust and visit intention.

This study disclosed that halal awareness and destination trust could directly affect visit intention. Meanwhile, destination image could influence visit intention after mediated by destination trust. Religiosity was proven to be the antecedent of halal awareness and destination image.

This study exhibits the ways to optimize the development of halal tourism, especially in Muslim minority countries, by shaping the visit intention of potential Muslim tourists. The providers should concentrate on building the destination trust of potential Muslim tourists. They should innovatively exhibit their sincere commitment to fulfilling halal needs of potential tourists, and having a favorable destination image is only one of the ways. Besides that, the providers can promote halal tourism to potential Muslim tourists with more vital halal awareness.

This is an initial study to examine the visit intention of potential Muslim tourist for halal tourism destination in a Muslim minority country.

This study attempts to ascertain how behavioral intention and word-of-mouth communication is affected by belonging, attitude toward behavior and subjective norm found in the theory of reasoned action. The research universe consists of customers visiting local restaurants operating in Afyonkarahisar.

The survey technique was used to collect data from customers visiting local restaurants between 05 September and 05 November 2022, using the convenience sampling method. The acquired data (n = 385) were analyzed using the structural equation model and the SmartPLS statistical tool.

The study findings indicate that behavioral intention is positively and significantly influenced by behavioral attitude, subjective norm and behavioral norm, but not by belonging. However, behavioral intention significantly and favorably influences word-of-mouth. When the indirect effect of study findings was analyzed, it was showcased that behavioral intention and attitude indirectly influence subjective norm and word-of-mouth communication, but belonging has no such effect.

The results suggest that businesses should focus on using local products as customers have a positive attitude toward them and provide customers with a sense of belonging to increase word-of-mouth communication. Additionally, the study highlights the importance of subjective norms in shaping customers' intentions and behavior toward local products.

The contribution of this article is valuable in terms of meeting this quest of visitors who have the motivation to introduce and experience the local culture, especially the Reasoned Action Theory of Word-of-Mouth communication approach of the customers, who play an essential role in the promotion and marketing of local restaurants selling local products, and to make a difference in their travels. Findings indicate that businesses should use local products, and customers need a sense of belonging. However, there is a subjective norm and attitude toward local products, and they should provide the necessary tendencies to gain a sense of belonging.

This paper aims to analyse the influence of perceived value (PV), sensation seeking (SS) and low crowding (LC) on the satisfaction and behavioural intention (BI) of Indian pilgrim tourists to Kartarpur Corridor, Pakistan. In addition, it identifies the mediation effect of satisfaction in the structural relationship between PV, SS and LC as exogenous variables and BI as an endogenous variable.

By using convenience sampling, out of 510 questionnaires distributed among the Indian pilgrim tourists returning from Kartarpur Sahib, Pakistan, a total of 404 completely filled surveys were used to evaluate the robustness of the theoretical framework. Data analysis and empirical testing of the suggested model are conducted using descriptive statistics, confirmatory factor analysis and structural equation modelling.

The results reveal that PV, SS and LC positively affect the satisfaction of tourists crossing an international boundary, while satisfaction is the positive and significant antecedent of BI. Moreover, the indirect effects of PV, SS and LC on BI via satisfaction are found to be significant.

The previous literature has not paid much attention to the satisfaction and BI of tourists crossing an international border. The present article contributes to the existing volume of knowledge related to the satisfaction and BI of cross-border tourists. The study results may be useful for tourism marketers to better understand the factors that affect the satisfaction and BI of cross-border tourists.

(PV)、寻求感觉 (SS) 和低拥挤度 (LC) 对前往巴基斯坦 Kartarpur 走廊的印度朝圣游客的满意度和行为意向 (BI) 的影响。此外, 它确定了满意度在 PV、SS 和 LC 之间的结构关系中的中介作用作为外生变量, BI 作为内生变量。

通过便利抽样, 在从巴基斯坦 Kartarpur Sahib 返回的印度朝圣游客中分发的 510 份问卷中, 共有 404 份完全填写的调查被用来评估理论框架的稳健性。使用描述性统计、验证性因素分析 (CFA) 和结构方程模型 (SEM) 对建议模型进行数据分析和实证检验。

结果表明, 感知价值、寻求感觉和低拥挤度对跨越国际边界的游客的满意度有积极影响, 而满意度是行为意图的积极和重要的先决条件。此外, 感知价值、感觉寻求和低拥挤度通过满意度对行为意图的间接影响被发现是显着的。

以前的文献并没有太多关注游客穿越国际边界的满意度和行为意图。本文有助于增加与跨境游客的满意度和行为意图相关的现有知识量。研究结果可能有助于旅游营销人员更好地了解影响跨境游客满意度和行为意向的因素。

El objetivo de este artículo es analizar la influencia del valor percibido (VP), la búsqueda de sensaciones (SS) y el bajo nivel de aglomeración percibido (BA) en la satisfacción y la intención de comportamiento (IC) de los turistas peregrinos indios en Kartarpur, Pakistán. Adicionalmente, identifica el efecto mediador de la satisfacción en la relación estructural entre VP, SS y BA, como variables exógenas, e IC, como variable endógena.

Mediante un muestreo de conveniencia, de los 510 cuestionarios distribuidos entre los turistas peregrinos indios que regresaban de Kartarpur Sahib, Pakistán, se utilizaron un total de 404 cuestionarios, completamente cumplimentados, para evaluar la solidez del marco teórico. El análisis de datos y la evaluación empírica del modelo propuesto se realizan mediante estadística descriptiva, análisis factorial confirmatorio (AFC) y modelos de ecuaciones estructurales (MEE).

Los resultados revelan que el valor percibido, la búsqueda de sensaciones y el bajo nivel de aglomeración afectan positivamente a la satisfacción de los turistas transfronterizos, mientras que la satisfacción es el antecedente positivo y significativo de la intención de comportamiento. Además, son significativos los efectos indirectos del valor percibido, la búsqueda de sensaciones y el bajo nivel de aglomeración sobre la intención de comportamiento, a través de la satisfacción.

La literatura no ha prestado mucha atención a la satisfacción y la intención de comportamiento de los turistas peregrinos que cruzan una frontera internacional. El presente artículo contribuye al conocimiento existente relacionado con la satisfacción y la intención de comportamiento de los turistas transfronterizos. Los resultados del estudio pueden ser útiles para que los especialistas en marketing turístico internacional comprendan mejor los factores que afectan a la satisfacción y la intención de comportamiento de los turistas transfronterizos.

The purpose of this paper is to investigate how previous literature has analyzed the role of augmented reality and virtual reality in the field of tourism, distinguishing between studies focused on one technology or the other as both have characteristics that profoundly differentiate them.

This study carries out a critical review to assess and synthesize the literature on augmented reality and virtual reality in tourism. Literature searches are conducted using various keywords, resulting in a selection of 84 articles (19 on augmented reality and 65 on virtual reality) from 39 indexed journals.

The research findings demonstrate an increasing scholarly focus on exploring the application of virtual reality and augmented reality within the realm of tourism. These results highlight a noticeable progression in recent years with respect to different matters, such as methodologies, used theories or considered variables, among others. Based on these results, it is proposed a future research agenda that seeks to establish a cohesive framework and drive the development of both augmented reality and virtual reality research in tourism.

By conducting an individual and comparative review of the literature on the application of augmented reality and virtual reality in tourism, this research helps elucidate the specific lines of research for each technology while providing a better understanding of how each technology can be used to generate effective tourist experiences.

El objetivo de este artículo es investigar cómo la literatura previa ha analizado el papel de la realidad aumentada y la realidad virtual en el ámbito del turismo, distinguiendo entre estudios centrados en una u otra tecnología ya que ambas tienen características que las diferencian profundamente.

Este estudio realiza una revisión crítica para evaluar y sintetizar la literatura sobre realidad aumentada y realidad virtual en turismo. Se realizan búsquedas de literatura utilizando diversas palabras clave, que dan como resultado la selección de 84 artículos (19 sobre realidad aumentada y 65 sobre realidad virtual) procedentes de 39 revistas indexadas.

Los resultados de la investigación demuestran que existe un interés creciente en explorar la aplicación de la realidad virtual y la realidad aumentada en el ámbito del turismo. Asimismo, se pone de manifiesto una notable progresión en los últimos años con respecto a diferentes cuestiones, como las metodologías aplicadas, las teorías empleadas o las variables consideradas, entre otras. A partir de estos resultados, se propone una agenda de investigación futura que pretende establecer un marco cohesionado e impulsar el desarrollo de la investigación en el ámbito tanto de la realidad aumentada como de la realidad virtual en turismo.

Al realizar una revisión individual y comparativa de la literatura sobre la aplicación de la realidad aumentada y la realidad virtual en el turismo, esta investigación ayuda a esclarecer las líneas de investigación específicas de cada tecnología a la vez que proporciona una mejor comprensión de cómo cada tecnología puede ser utilizada para generar experiencias turísticas efectivas.

本文旨在研究以往的文献是如何分析增强现实和虚拟现实在旅游领域的作用的, 并对侧重于其中一种技术或另一种技术的研究加以区分, 因为这两种技术都有深刻区别于其他技术的特点。

本研究通过批判性综述来评估和归纳有关旅游业中增强现实和虚拟现实技术的文献。通过使用各种关键词进行文献检索, 从 39 种索引期刊中筛选出 84 篇文章（19 篇关于增强现实技术, 65 篇关于虚拟现实技术）。

研究结果表明, 学术界越来越重视探索虚拟现实和增强现实在旅游业中的应用。这些结果突显了近年来在方法论、采用的理论或考虑的变量等不同方面的明显进步。在这些成果的基础上, 提出了未来的研究议程, 旨在建立一个具有凝聚力的框架, 推动旅游业中增强现实和虚拟现实研究的发展。

本研究通过对增强现实和虚拟现实技术在旅游业中应用的文献进行单独和比较审查, 有助于阐明每种技术的具体研究方向, 同时让人们更好地了解如何使用每种技术来产生有效的旅游体验。

The emergence of virtual reality (VR) has the potential to revolutionize various industries, including tourism, as it delivers a simulated environment that closely emulates real-life experiences. Therefore, this study aims to explore how the factors, i.e. enjoyment, emotional involvement, flow state, perceived privacy risk, physical risk and cost, influence the customers’ intention to use VR for tourism.

This study integrates the technology acceptance model, hedonic consumption theory with other factors, including cognitive response, authenticity, perceived privacy risk, perceived physical risk, perceived cost and perceived presence. Partial least squares structural equation modelling approach was used to test the proposed research model.

The finding based on the sample of 252 respondents revealed that authenticity is the most influential factor impacting behavior intention followed by perceived cost, attitude, cognitive response and enjoyment. Also, the study supported the moderating impact of personal innovativeness between attitude and behavioral intention to use VR for tourism.

The findings of the study offers practical implications for service providers, site managers, destination marketers, tourist organizations and policymaker to develop more effective strategies for offering VR services for tourism.

This study enriches the current understanding of VR adoption in context of tourism with empirical evidences.