Alicia Orea-Giner, Ana Muñoz-Mazón, Teresa Villacé-Molinero and Laura Fuentes-Moraleda
The purpose of this paper is to analyse the future of the implementation of artificial intelligence (AI) technologies in services experience provided by cultural institutions…
Abstract
Purpose
The purpose of this paper is to analyse the future of the implementation of artificial intelligence (AI) technologies in services experience provided by cultural institutions (e.g. museums, exhibition halls and cultural centres) from experts’, cultural tourists’ and users’ point of view under the Industry 5.0 approach.
Design/methodology/approach
The research was conducted using a qualitative approach, which was based on the analysis of the contents obtained from two roundtable discussions with experts and cultural tourists and users. A thematic analysis using NVivo was done to the data obtained.
Findings
From a futuristic Industry 5.0 approach, AI is considered to be more than a tool – it as an integral part of the entire experience. AI aids in connecting cultural institutions with users and is beneficial since it allows the institutions to get to know the users better and provide a more integrated and immersive experience. Furthermore, AI is critical in establishing a community and nurturing it daily.
Originality/value
The most important contribution of this research is the theoretical model focused on the user experience and AI application in services experiences of museums and cultural institutions from an Industry 5.0 approach. This model includes the visitors’ and managers’ points of view through the following dimensions: the pre-experience, experience and post-experience. This model is focused on human–AI coworking (HAIC) in museums and cultural institutions.
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Carmen Pedreño-Peñalver, Irene Huertas-Valdivia and Alicia Orea-Giner
The purpose of this study is to explore the paranormal tourist experience on ghost tours, taking into account the participants’ perceptions and their prior knowledge of the…
Abstract
Purpose
The purpose of this study is to explore the paranormal tourist experience on ghost tours, taking into account the participants’ perceptions and their prior knowledge of the paranormal, in order to determine the principal components of the future of paranormal tourist experience.
Design/methodology/approach
The study is divided into two phases. The first phase is based on participant observation during a ghost tour. The second phase is based on a previously published framework for paranormal tourism. It introduces a qualitative adaptation of the orchestra model to look in-depth at how experiences with paranormal tours might shape the future of tourism as a major subtype.
Findings
Paranormal tourism has external (situational-enchantment, historical, mystical, ghostly and unsolved mysteries) and internal (affective, cognitive, sensory, behavior and relationship) components that are inter-linked. Future paranormal tourist experiences (FPTEs) must be focused on enhancing these aspects in order to offer an immersive experience.
Originality/value
Consequently, this paper proposes the FPTE model.
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Nisreen Abd ALrhman Aljaafreh, Carmen De-Pablos-Heredero and Alicia Orea-Giner
This study explores the crucial role of competitive intelligence (CI) in the tourism sector’s strategic decision-making. CI has significantly transformed the tourism sector…
Abstract
Purpose
This study explores the crucial role of competitive intelligence (CI) in the tourism sector’s strategic decision-making. CI has significantly transformed the tourism sector through new insights and sophistication in data analysis and strategic planning. The rise in tourism-related competition, due to new destinations, varied tourist preferences and sustainability emphasis, makes competitive intelligence essential for understanding future market trends and making informed strategic choices.
Design/methodology/approach
Utilising PRISMA techniques for bibliometric analysis, the study examines literature from 1998 to 2023 (WoS), focusing on service innovation, customer experience management and sustainable strategies. It presents an analysis of the evolution of CI in tourism, its impact, influential works and future research directions.
Findings
Findings show that the multidisciplinary nature of CI in tourism is further evidenced by studies on quality cues, travellers’ information needs and the utilisation of big data. Future studies need to understand both global trends and regional specifics, as shown in investigations of spatial-temporal tourism dynamics.
Originality/value
This study represents a novel contribution to the field of tourism research by offering a comprehensive bibliometric analysis of CI literature from 1998 to 2023. It uniquely integrates service innovation, customer experience management and sustainable strategies within the context of CI, highlighting its multidisciplinary impacts and evolution. These insights collectively emphasise the need for future innovation and a comprehensive understanding of the global-local nexus to inform future tourism research and practice.
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Teresa Villacé-Molinero, Laura Fuentes-Moraleda, Alicia Orea-Giner, Rocío González-Sánchez and Ana Muñoz-Mazón
This study aims to investigate how university students experience a skill transformation process aligned with the sustainable development goals (SDGs). This transformation occurs…
Abstract
Purpose
This study aims to investigate how university students experience a skill transformation process aligned with the sustainable development goals (SDGs). This transformation occurs through their participation in a service-learning programme alongside an international volunteering project. The theoretical framework for understanding this skill transformation process is based on the “rite of passage”.
Design/methodology/approach
Qualitative methodology is adopted by conducting 23 online surveys with volunteers (virtual and onsite) and five with coordinators across the rite of passage phases. Volunteering was carried out in five Mayan indigenous communities in Mexico as part of an international cooperation project with the goals of supporting community-based tourism development and strengthening volunteers’ skills in accordance with the SDGs.
Findings
Results show that international volunteering programmes for university students significantly enhance their interpersonal and professional skills, demonstrating strong potential for implementing the SDGs. These programmes provide learning and education opportunities for both volunteers and local communities. Volunteers gain a broader perspective on gender equality and cultural barriers. Additionally, volunteering supports sustainable tourism, economic worth and collaboration among institutions. Both volunteers’ personal characteristics (educational level and sociocultural context), as well as their sociocultural context, influenced the perception of the skill transformation process and learning about the SDGs. Finally, a new educational university programme in volunteering aligned with SDGs is proposed.
Practical implications
This research examines the practical ramifications of incorporating volunteer programmes into university courses. Universities must include these initiatives in their educational systems as a means of enhancing student learning.
Social implications
A new educational university programme in volunteering aligned with SDGs is proposed. This study suggests a shift in university mindset, as well as increased funding for training and adherence to the SDGs.
Originality/value
This study pioneers the rite of passage framework in an international volunteer tourism project facilitated by universities, emphasizing volunteering as a valuable tool for SDG implementation, considering the interrelationships between objectives.
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Alicia Orea-Giner and Francesc Fusté-Forné
This research aims to examine Generation Z's perspectives of sustainable consumption in food tourism experiences, considering the drivers on food tourists' behavioural intents and…
Abstract
Purpose
This research aims to examine Generation Z's perspectives of sustainable consumption in food tourism experiences, considering the drivers on food tourists' behavioural intents and basing its analysis on the value-attitude-behaviour model of norm activation theory.
Design/methodology/approach
Using a qualitative design, 27 qualitative online surveys were conducted with Generation Z travellers who are also active on social media.
Findings
Results show that while they are aware of environmental knowledge and ethical food choices and think that sustainable food consumption improves individual and social wellbeing, the sustainability of food consumption is limited by factors such as time and budget. Also, results reveal that the eating habits of Generation Z people are more sustainable when they eat at home than when they travel. Theoretical and practical implications for food tourism management and marketing are described.
Originality/value
While food tourism has been largely investigated in recent years, little previous research has focused on the relationships between daily eating behaviours and sustainable consumption in food tourism experiences, especially from the perspective of Generation Z individuals and the influence of social media on individual and social food decisions.