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The paper's aim is to compare experienced and potential US medical tourists' foreign health service‐quality expectations.

Data were collected via an online survey involving 1,588 US consumers engaging or expressing an interest in medical tourism. The sample included 219 experienced and 1,369 potential medical tourists. Respondents completed a SERVQUAL questionnaire. Mann‐Whitney U‐tests were used to determine significant differences between experienced and potential US medical tourists' service‐quality expectations.

For all five service‐quality dimensions (tangibles, reliability, responsiveness, assurance and empathy) experienced medical tourists had significantly lower expectations than potential medical tourists. Experienced medical tourists also had significantly lower service‐quality expectations than potential medical tourists for 11 individual SERVQUAL items.

Results suggest using experience level to segment medical tourists. The study also has implications for managing medical tourist service‐quality expectations at service delivery point and via external marketing communications.

Managing medical tourists' service quality expectations is important since expectations can significantly influence choice processes, their experience and post‐consumption behavior. This study is the first to compare experienced and potential US medical tourist service‐quality expectations. The study establishes a foundation for future service‐quality expectations research in the rapidly growing medical tourism industry.

This study aims to reveal the triggering mechanism and boundary conditions of tourists’ cross-border travel anxiety (CBTA) from different crisis information sources.

Drawing on the heuristic-systematic model (HSM), this study constructs a theoretical formation path of tourists’ CBTA. Based on competence-based and moral-based crises, hypotheses were examined through three situational experiments, targeting Chinese and Malaysian potential tourists.

Organization-released crisis information triggers higher tourists’ CBTA than government ones, with perceived uncertainty mediating it. Crisis communication message appeals (CCMAs) (rational vs emotional) negatively moderate the above relationships. Rational CCMAs work for governmental crisis communication, while emotional CCMAs work for organizational ones.

This study proposes a heuristic cross-border tourism crisis information dissemination strategy for destination management organizations and highlights the advantages of CCMAs in preventing secondary crises.

This study reexamines the cause-and-effect and the intervention mechanisms of tourists’ reactions to crisis information, which expands the cross-border tourism crisis management research and the application of the HSM in such a context.

本研究旨在从不同的危机信息源中揭示游客跨境旅行焦虑的触发机制和边界条件。

本研究借鉴启发式-系统式模型（HSM）, 构建了游客跨境旅游焦虑的理论形成路径。基于能力型和道德型目的地危机事件, 以中国及马来西亚潜在游客为例, 通过三组情境实验验证所提出的假设。

与政府发布的危机信息相比, 组织发布的危机信息会引发更高的游客跨境旅游焦虑, 而感知不确定性会对该路径起到中介作用。危机沟通信息诉求（理性vs.感性）对上述关系起负向调节作用。理性的信息诉求适用于政府危机沟通, 而感性的信息诉求适用于组织危机沟通。

本研究为目的地管理组织提出了启发式跨境旅游危机信息传播策略, 并强调了危机沟通信息诉求在预防二次危机方面的优势。

本研究重新审视了游客对危机信息反应的因果关系和干预机制, 拓展了跨境旅游危机管理研究和HSM在此背景下的应用。

Este estudio pretende revelar el mecanismo desencadenante y las condiciones límite de la ansiedad de los turistas ante los viajes transfronterizos (CBTA) a partir de diferentes fuentes de información sobre crisis (CIS).

Basándose en el modelo heurístico-sistemático (HSM), este estudio construye una vía teórica de formación de la CBTA de los turistas. A partir de las crisis basadas en la competencia y en la moral, se examinaron las hipótesis mediante tres experimentos situacionales, dirigidos a turistas potenciales chinos y malayos.

La información sobre crisis difundida por organizaciones desencadena una mayor CBTA de los turistas que la gubernamental, con la incertidumbre percibida como mediadora. Los recursos de los mensajes de comunicación de crisis (CCMA) (racionales frente a emocionales) moderan negativamente las relaciones anteriores. Los CCMA racionales funcionan para la comunicación de crisis gubernamental, mientras que los CCMA emocionales para las organizativas.

Los resultados proponen que las organizaciones de gestión de destinos (OGD) deberían considerar estrategias heurísticas a la hora de difundir información sobre crisis turísticas transfronterizas. Prestar atención al efecto diferencial de las CCMA ayuda a prevenir crisis secundarias.

Este estudio reexamina la causa-efecto y los mecanismos de intervención de las reacciones de los turistas a la información sobre crisis, lo que amplía la investigación sobre la gestión de crisis turísticas transfronterizas y la aplicación de la HSM en dicho contexto.

In the late 1990s, the tourism in Serbia had been developing spontaneously, supported by the policy of undifferentiated marketing. That kind of approach to tourism development led to unsatisfying results, which is a notion primarily based on Serbia’s obvious natural and social resources. An alternative to this approach to tourism development is the differentiated marketing strategy focusing on relevant market segments called “targets.” That way, it would be possible to commercially valorize a significant number of resources (natural and social) as well as a large number of touristic products.

Due to current trends in the international tourism market – moving away from the concept of mass tourism (holiday at the seaside and “ski resorts”), i.e., the ongoing diversification of tourism products, there is undoubtedly more potential for new tourism development trends. The increasing investment in tourism development of the Danube basin, with a larger number of potential tourist products, is expected to make it more attractive to the tourist market. This should have positive effects on the overall development of tourism in Serbia.

This chapter focuses primarily on the research of the Upper Danube region. It will show the importance of the natural and social (anthropogenic) resources suitable for the development of tourism in this area. Special attention shall be paid to the concept of sustainable tourism development, which develops tourism in accordance with the interests of all stakeholders. The positive interaction between all interest groups creates the conditions that ensure satisfaction of all stakeholders and general welfare.

Being the basic need of humans, but also an attractive element of the tourist offer, gastronomy is related to the attractiveness of a destination, and Balkan gastronomy is considered to be one of the most positive aspects of the tourist image of the region. This study aims to investigate the locals' perception of gastronomic specificity of ‘Balkan food’ and national (local) food as well. Furthermore, the study investigated how ‘Balkan food’ is perceived in terms of its tourist potential, uniqueness, quality, nutrition and its general role in the creation of a joint ‘Balkan’ tourist brand. The methodology included a historical approach and a survey which involved110 respondents. Out of 21 traditional dishes identified in the official tourist promotional activities of selected countries and a review of the relevant literature, the following are identified as regional ‘Balkan’ dishes: ‘pečenje’, ‘musaka’, ‘ćevapi’ and ‘sarma’. The following are identified as national dishes: ‘pastrmajlija’, ‘sogan dolma’, ‘raštan’, ‘pašticada’, ‘burek’ and ‘svadbarski kupus’. The results indicated that some nations have specific knowledge of certain dishes being considered national and regionally present, while other nations show a lack of knowledge of food origin and regional presence in identified countries. Furthermore, the results showed that different dimensions of Balkan cuisine significantly contribute to the tourist potential of the region, while the contribution of its nutritive characteristics is perceived as less important. Results showed that ‘Balkan food’ is considered to be important for the improvement of the ‘Balkans'’ image and promotion, as well as important for the creation of the regional tourism brand.

The subject of food has been well researched by academics, and is often employed by tourism destination practitioners. However, a review of relevant literature indicates that there is a lack of research reported and written in English on the importance of food in Chinese local regional development. The purpose of this paper is to assess the potential of local food to act as a destination attraction, and contribute to the development of local regions in China, by examining the food-related motivation, involvement, satisfaction, and behavioural intentions of Chinese domestic tourists.

Data were collected using interviewer-completed questionnaire from a sample of 1,353 domestic tourists at eight destinations geographically spread or in one region in China.

The results reveal three types of food-related behaviour (which are described and evaluated below). While gender is seen to be significant, other demographical factors, such as ages and educational levels, do not appear to influence the level of interests and involvement in local food for Chinese domestic tourists.

This study is a contribution towards assessing the potential for using local food as a tool to develop local regions in China, and to obtain a better understanding of the market segmentation of Chinese local food tourists. It assists in identifying potential food tourists towards whom marketing should be addressed.

This paper attempts to fill the gap that exists in research regarding 20th-century heritage and its social appreciation. The purpose of this paper is to explore different ways of evaluating the heritage value and tourism potential and to propose an innovative model validated in the Zarzuela Hippodrome as an example of cultural asset from 20th century with important economic, social, cultural, aesthetic and architectural aspects.

This study opted for an interpretation of heritage from an ecosystem, integrating and global paradigm, understanding the asset as a set of resources that interact with each other, generating a common and enriched tourist experience among all the elements that make it up. From this perspective, it is conceived that by modifying one of the elements, the whole (tourist) ecosystem will be equally influenced. On the other side, it was incorporated non-parametric techniques based on the implementation of surveys for the validation of the tool to the case study of the Zarzuela hippodrome.

The results suggest that the hippodrome's internal values have been evaluated very positively, while its external values are low. Through this study, the paper has identified several weaknesses that impede its functioning as a viable “tourist product.” The distance from the city center, the lack of available information and the scarce diffusion and tourism promotion are its main weaknesses. The proposed analysis tool reveals the importance of the active participation of visitors to evaluate cultural assets through the combination of aspects related to the conservation of cultural assets and, in turn, elements that encourage their commodification as tourist products, break down barriers between these two disciplines.

The management tool proposed in this study can be used to underpin the creation of tourism experiences in cultural or heritage assets by diagnosing the current state of its tourist potential, quantifying its value in relation to the visitors’ perception and making visible those problematic aspects to develop actions to solve them. Although the present study is support for future research, as well as for improving the marketing of heritage in tourist settings, an in-depth analysis of the technical elements of heritage, as well as of its intervention (if applicable), will be necessary for the managers who want to use the tool.

One of the most differentiating characteristics between the construction typology of 20th-century historical buildings is perhaps the scarcity of decorative ornamentation, with exposed concrete being the main surface coating. Many of these constructions have an important cultural and historical relevance, however, the social perception, as regards its consideration as architectural and artistic heritage seems to reflect discordant aspects. This study provides support as a decision-making tool to determine the existing valuation of a building and how to enhance it.

This study takes steps toward the creation of a model that supports decision-makers and owners of cultural assets through a measurement system that makes it possible to quantify and determine the current state of tourism use through the social evaluation of heritage criteria. It defines which are the elements that favor the resilience of the property or, on the contrary, which are those that undermine its enhancement.

The purpose of this paper is to develop a methodology for shaping the tourist spatial identity of the city and to take advantage of it to discover alternative urban outdoor spaces. As the number of indoor visitors has been limited due to the COVID-19 pandemic, open urban areas such as streets, squares and parks have become more important tourist locations.

The assessment methodology consists of two basic steps. In the first step, the authors look for places or points that are carriers of spatial identity. For this purpose, the method of mental mapping is used. In the second step, statistical methods are used to evaluate the spatial suitability for the most common tourist activities. To obtain a holistic picture, a temporal component is included.

The application of the methodology is presented in the form of a case study. The obtained research results provide an insight into the spatial situation of the city of Maribor (Slovenia, Europe). Tourist spatial identity of a city depends on time. Based on the value of spatial sensitivity indicator and the suitability of activities, it is possible to adapt the tourist offer to the temporal component.

To the best of the authors’ knowledge, this is an original perspective on the spatial identity of tourists. The presented approach could be integrated as a good practice in any other city worldwide. It supports the identification of suitable outdoor tourist places that are memorable, cosy, multifunctional and can be recommended by city guides (mobile or printed books). Every city has many hidden gems that tourists have yet to discover.

This study aims to investigate the prospects for cluster modeling of ethno-tourism development in Russian regions.

This study uses the methods of system and comparative analysis, mathematical statistics, managerial diagnostics, expert estimates, in-depth interview, cluster method and social and psychological testing.

A significant number of Russian and international researchers study the problem of cluster and network interaction in economics using different perspectives. Special attention should be paid to the theory of cluster and network interaction in the field of tourism. This theory establishes the framework for the formulation of the concept of regional tourism development. The author believes that the concept should be developed using network forms of interaction in the field.

The government should support cluster initiatives to improve the competitiveness of the country in the field of tourism. Further, this cluster policy should include tourist centers with the best prospects, as they are capable of stimulating the country’s economy, and develop a legal framework to provide cluster initiatives support. Otherwise, cluster and network modeling is likely to fail. Another limitation is the negative attitude of local and conventional religious communities toward the ideas of ethno-tourism issues; the best example is the included case study from Mari El Republic, Russia.

Given the wide ethic, cultural and geographical differences within the Russian Federation, it is helpful to develop a spatial model of cluster and network organization for tourism based on selection of the areas that feature unique natural and recreational potential in addition to historical and cultural attractiveness. These areas can be viewed as places where various cluster tourist initiatives and local tourist clusters can be implemented. The use of ethno-tourism as a base concept for local tourism development in the region is bound to make the region more attractive for investors and, thus, support and promote interest in the unique culture of the indigenous peoples.

This study initiated an investigation of how the Macau–Zhuhai tourism cooperated and discussed how Macau and Zhuhai could join hands to develop tourism in the region. The study demonstrated an approach for destination marketing organizations to explore online tourist-generated content and to understand tourists' perceptions of the destination image (DI).

A total of 1,291,057 reviews (535,317 for Macau and 755,740 for Zhuhai) were collected, analyzed and examined to determine how the DI s of Macau and Zhuhai changed during the period of 2015–2019 based on tourist-generated content on travel websites (TripAdvisor, Ctrip.com and Qyer.com) through a text-mining approach.

The result revealed that Macau and Zhuhai were in a hybrid of competition and collaboration on tourism DI s. First, Macau and Zhuhai competed in hotel and catering industry. Macau was appealing to international tourists and provided high-end and prestigious offerings; while Zhuhai was impressed by cost-effective accommodation and food. Second, Macau diversified industrial structure with diverse “Tourism, Leisure and Recreation” and “Culture, History and Art” more than Zhuhai did. Meanwhile, Macau should balance the different demands of international and Chinese tourists. Third, complementary potentials were found in natural resources, urbanization technology and tourism innovation and related projects.

The research provides valuable insights for policymakers and industrial managers on their endeavors to develop DIs. Policymakers should be able to develop supportive mechanisms and tourism facilitators to promote industrial collaboration and mutual DIs. Managers could refer to the components in the changing DIs and identify the developmental gaps and cooperation potentials in their targeted areas.

The research fulfills the gap in regional tourism studies on Macau, in which the evaluation on synergetic influence and neighbor effect from Zhuhai has been underexplored. Facilitated by up-to-date data mining techniques, the study contributes to both DI and coopetition literature in tourism marketing; and this should inspire further studies on the antecedences of DI changes, resolutions to the competing interests and DIs of different stakeholders in different forms of strategic cooperation in regional tourism. The employment of DIs is an explicit demonstration of tourists' immersion and values attached to the destination, providing effective cues on the status of coopetition.

The purpose of this paper is to determine the potential of rural and ethnographic tourism for the sustainable socio-economic development of Russian regions.

A system approach was used as a method to study this problem, which allowed the authors to identify the main trends in the development of rural and ethnographic tourism in Russian regions.

The research results were obtained using predictive analysis and by determining the prospects for the further development of recreational services and the forms of their territorial organization. The paper claims that it is viable to use the sites famous for traditional folk crafts in combination with rural tourism when creating tourist clusters as this is beneficial for promising large-scale tourism investment projects.

The relevance of the problem stems from the fact that the comprehensive interaction of rural and ethnographic tourism can become an additional “growth area” of domestic travel in Russian regions. This may be possible because of a certain combination of conditions and factors on the territory of the region, the availability of natural, recreational and ethno-cultural resources.