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The aim of this chapter is to understand the nature of business collaboration between healthcare service providers and tourism agencies in Malaysia. Interviews with 17 healthcare service providers in Malaysia reveal that most of the collaboration between healthcare service providers and tourism agencies in Malaysia is informal or loose, despite their intention to leverage on medical tourism for business expansion. Close and tight collaborations are rare. The findings point towards the main reasons behind the rare collaboration which are the high customer orientation of healthcare service providers, the strategic move of business and support for government agenda.

This article assessed the effects of airfares and foreign exchange rates on Global Tourism demand. It identified three categories from the assessment – The Market Segment Effect; The Substitution Effect; and The Facilitation Effect. The tourism literature is rich with vast studies on the effects of various components of tourism prices on international tourism, but lacking in comprehensive categorization of the identified effects. Such assessment would enable tourism destination planners and service providers to be able to focus on identified specific issues and finding their pertinent solutions. It has been determined that while there might be identified profound effects, their solutions are not applicable to all tourism destinations or services.

This chapter analyzes the concept of resident apathy toward heritage tourism and defines influences which underpin resident attitudes toward the development of tourism. It discusses the existing literature on community participation in tourism, paying attention to residents’ behavior toward its development. Adopting an interdisciplinary approach, the chapter provides information on analyzing residents’ apathy and identifying the dimensions which shape it. The discussion favors operations which promote internal marketing and branding increase interest in tourism development, and foster conceptual frameworks to advance the subject.

Tourism is an important part of the Queensland economy, contributing 7.3% to the state’s GDP, and alongside agriculture, resources, and construction, is part of the state’s “four-pillar economy.” Tourism and Events Queensland is the state’s peak tourism organization, a quasi-governmental body with responsibility for destination marketing and management, and more recently, organizing major events including the 2018 Commonwealth Games. This case explores the roles, responsibilities, and governance challenges of Tourism and Events Queensland, providing insights to regional cooperation, destination marketing, and policy and planning.

The importance of diversification and innovation in strengthening of global competitiveness has been emphasized in both tourism and local development literature. The aim of this chapter is to define the factors (company type, company size, intra-industry investments, collaboration with other companies, and associations) that influence the product- and service-diversification of hotels. This chapter addresses the diversification and innovation strategies of hotels, not only in the light of tourism literature, but also of local development literature, and it provides empirical evidence based on a company-level survey. The findings of the study show that company type, company size, sector-specific knowledge (intra-industry investments and experience of hotel workers), and collaboration with other companies and institutions matter for product- and service-diversification of hotels.

This chapter provides an overview of the key themes and takeaways discussed in this book, which explores the challenges and opportunities that the tourism industry faces in a volatile, uncertain, complex, and ambiguous (VUCA) world. Several reasons emphasise the importance of understanding the VUCA world, including risk management, innovation, resilience, evolving strategies, and anticipatory leadership. The book addresses the need to rethink tourism, community perspectives, and tourist behaviour in the VUCA context, which is vital for destination management. Stakeholders must adapt to changing conditions, implement effective crisis response strategies, and promote sustainability. Destinations and businesses must be proactive, adaptable, and forward-thinking, as well as foster cultures of innovation. Embracing digital technologies can enhance an organisation’s ability to navigate the VUCA environment, and scenario planning can help identify and mitigate risks that can impact operations, financial stability, or reputation.

The future of the tourism industry in a VUCA world involves a holistic approach that prioritises healing, resilience, risk management, innovation, and sustainability. It requires a commitment to responsible tourism, nature and cultural preservation, and adaptability to changing conditions. By embracing these directions, the tourism industry can navigate the complexities of the VUCA environment and build a more sustainable and resilient future. Agility, adaptability, and innovative thinking are critical for long-term success and sustainability in an unpredictable and rapidly changing world. Therefore, this book offers valuable insights into addressing the challenges of the VUCA world and provides a roadmap for the tourism industry’s path forward.

It is fashionable among Russians to travel all over the world. The author researches the social and cultural phenomenon of fashions in tourism based on analysis of the views of Russian tourists and experts from the tourism sphere. The criteria for prestige of a tourism destination are considered. Fashion trends in the practices of Russian tourists are analyzed.

Riverston, Sri Lanka, is famous for its natural and cultural significance. The tourism industry is emerging there and expanding with more community engagement. Riverston being a community-based tourism site, this study aimed at discovering the perception of the Riverston community on tourism development further focusing on the market opportunities, challenges, and strategies for the way forward. Data were collected from the Riverston area community who engage in tourism through in-depth interviews with semi-structured questions, and the sample was selected based on the purposive sampling technique. Data were analyzed through content analysis. The findings disclosed that challenging the authentic culture, traditional livelihood shifting toward tourism, lack of awareness and knowledge of the tourism industry among the community, the impact of legal restrictions on the community, and lack of education are the sociocultural challenges for the community on tourism development. The Riverston area is getting developed in terms of infrastructure with tourism development, and that benefits the living conditions of the community. Further, results indicated forest conversation policies had impacted the community’s living in high magnitude. It persuades people to move away from agriculture to the tourism sector. In addition, the timely need for a well-planned sustainable tourism approach and awareness from ground-level tourism practitioners was underscored by the data set.