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This study explores evolving tourist preferences post-COVID-19, focusing on the growing demand for sustainable tourism. Using the X.0 wave/tomorrow age theory when X.0 = 5.0, it identifies transformative trends influencing the tourism industry's adaptation to new sustainability expectations.

A mixed-methods approach combines extensive surveys and interviews with diverse tourist profiles to examine behaviors and preferences. The seven pillars of sustainability (7PS) model frames the analysis.

Tourism is shifting toward sustainable practices, emphasizing cultural differences, environmental stewardship, social engagement, economic resilience, technological infrastructure, educational methods and political supports. The integration of X.0 wave theory with SME 5.0 concepts highlights the importance of responsible tourism aligned with evolving tourist expectations.

This study pioneers the application of the X.0 wave/tomorrow age theory to tourism, offering a novel framework for sustainable practices. It provides insights for making tourism resilient, ecologically sound and socially responsible, meeting post-pandemic visitor demands.

The purpose of this study is to use structural equation modeling to examine the interaction between the variables of corporate image, credibility, trust and satisfaction in the context of a virtual sporting event. The aim is to determine whether these variables have significant relationships with each other and which of them has the greatest influence on the prediction of participants' satisfaction.

A structured questionnaire was used, based on previously validated scales. The survey was administered using the LimeSurvey platform. The sample consisted of a total of 588 participants of the Medellín virtual marathon.

The results of the study reveal significant findings regarding the relationships between the variables of corporate image, credibility, trust, and satisfaction in virtual sporting events. In particular, it is highlighted that trust emerges as the most influential factor in participants' satisfaction, which offers an insightful understanding of the importance of this variable in the user experience in virtual sporting events.

This study emphasizes the importance of brand analysis in the sports environment, stressing that the actions undertaken by managers should highlight both the corporate image and the connections with users, given their fundamental role in customer satisfaction. Likewise, the study of these variables within the sports context provides new knowledge and fills existing gaps within the academy. Limitations include the sample and the lack of consideration of all brand variables.

The need to cultivate a strong and well-managed image to build trust with participants is emphasized for organizers of virtual sporting events. It is crucial to work on establishing long-term credibility, especially in the relatively new context of virtual racing. Maintaining, and building the virtual career offering is essential to strengthening relationships, demonstrating a robust corporate image. In addition, since trust and credibility have a significant impact on participant satisfaction in this type of event, managers must communicate the assurance that virtual careers offer an experience free of uncertainty and risk, which is particularly attractive to a new customer base interested in this format.

This article presents an original contribution by investigating the relationships between corporate image, credibility, trust, and satisfaction in the context of virtual sporting events. It employs a structural equation model to assess the significance and predictive capacity of these variables. Notably, the study identifies trust as the most influential factor in predicting participant satisfaction. These findings offer valuable insights into the relative importance of brand variables in shaping user satisfaction within the virtual sporting event domain. By shedding light on these dynamics, the research aids event managers in making informed resource allocation decisions, contributing to a nuanced understanding of brand impact in this context.