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This chapter enhances insights into destination image and competitor assessments by extending the research framework of perception-based market segmentation by two perspectives: allowing generating individual sets of competitors and contrasting two stages of travel experience: pre- and after trip. The empirical study is based on two samples of leisure travelers: a mix of international travelers who just finished their trip to Thailand and a group of European travelers interested in visiting Thailand. Against conventional assumptions though supporting more recent findings on destination decision making the majority of travelers did not identify any direct competitor.

The primary aim of this themed issue is to highlight the incorporation of sustainability principles in the progress of tourism and the monitoring of tourists' evolving preferences, all within the sustainability framework and smart tourism destinations. The strategic question underlying this theme issue is how can we interpret, relate and monitor the rapidly evolving visitor preferences within sustainability and smart tourism destinations?

This issue’s critical outcomes as they relate to the strategic question are reviewed, with reference to the contributions made to knowledge, policy and practice and the implications for future applied research concerning sustainability, smart tourism destinations and evolving visitor preferences.

Arising from the analysis and synthesis of recommendations, the following themes were proposed as critical concentration points for rapidly evolving visitor preferences within sustainability and smart tourism destinations: as in all areas of life, sustainability will continue to be a prominent concept in the tourism sector. Smart solutions and the use of technology have also been identified as determining factors in creating sustainable destinations. On the other hand, changing and evolving tourist preferences are emerging as a driving force for smart destinations and sustainability. Tourism destinations must take steps toward sustainability by considering the changing visitor structure, evolving demands and needs. Some articles in this special issue also analyze tourist demands and sustainability efforts of destinations in specific destinations and provide invaluable insights.

As it is essential for all stakeholders of the tourism industry to achieve competitiveness while securing sustainability, this particular article suggests ways for the industry as a whole, its players, destination administrations, local and national policymakers and other major stakeholders of the tourism industry to address some issues faced by the industry. Factors such as changing customer structure, use of technology and increasing environmental awareness make it necessary for destination management and all players individually to take vital measures. This paper and the collection of articles in this thematic issue offer crucial insights for academics, professionals and decision-makers in creating a complete framework to assess, connect and regularly track changing visitor preferences. The papers include recommendations for creating robust tourism locations that effectively tackle challenges, promote inclusion and prepare for future advancements. This is achieved by examining the convergence of sustainability, smart tourism and changing tourist tastes.

This chapter investigates the outcome of the ongoing interactions between the Danish University College of Northern Denmark and stakeholder networks in the Italian destination Campi Flegrei. The findings of this study show that the benefits of the interactions among students, lecturers, and destination stakeholders are manifold and show that the challenge resides in strengthening the flux of knowledge sent back to destination stakeholders. Thus, the authors suggest an action- and stakeholder-oriented approach for future knowledge transfer from the educational institution to the destination stakeholders.

With increasing investments being made in brand development by destination marketing organisations (DMO) since the 1990s, including rebranding and repositioning, more research is necessary to enhance understanding of how to effectively monitor destination brand performance over time. This chapter summarises key findings from a study of brand performance of a competitive set of destinations, in their most important market, between 2003 and 2012. Brand performance was measured from the perspective of consumer perceptions, based on the concept of consumer-based brand equity (CBBE). The results indicated almost no change in perceptions of the five destinations over the 10-year period. Due to the commonality of challenges faced by DMOs worldwide, it is suggested the CBBE hierarchy provides destination marketers with a practical tool for evaluating brand performance over time; in terms of measures of effectiveness of past marketing communications, as well as indicators of future performance.

This book is essential for anyone in artificial intelligence (AI) and destination management in the tourism industry or government. The book includes both theoretical and practical writings for stakeholders. In all chapters, we provide titles including AI, regenerative and green destinations, sustainable tourism, tourist motivations and expectations, good examples of smart destinations and regions, the regeneration of the tourism industry via AI, rethinking tourism activities and products, current issues in robots, self-service technology, effect of pandemic on smart destinations, sustainable gastronomy and regenerative tourism and tourism issues are discussed in the management plans of the centralisation. This book provides cases and empirical studies that deal in depth with the current situation, challenges, solutions and future strategies after technological development of tourism and increasing interest on smart destinations from a responsible perspective, for readers with an equitable interest or involvement with the organizations in inquiry.

Purpose of this study was to understand intention of tourists to visit a destination by exploring factors related to destination image and self-congruity of tourists with destination image. A quantitative survey-based methodology was employed for gathering data. Study used a convenience sample of 225 students and faculty members from a leading university in India. Regression analysis was carried out for testing the main effect and moderation impact. The results revealed that cognitive destination image and self-congruity had a direct impact on destination image. However, the results did not establish a moderating effect of self-congruity on relationship between destination image and return intention. The study findings have direct implication for destination marketing managers for drafting a positioning strategy for their destinations.

The objective of this paper is to examine the ways in which tourism can be regarded as a catalyst for positive change, benefiting both people and the planet. The authors consider the integral role of community engagement as a tangible component within the governance frameworks of destination management organizations (DMOs).

Originating from the authors' professional experience and academic expertise in managing and marketing tourist destinations, both at the local and regional levels, the article explores the pressing requirement for reevaluating policies and strategies. It aims to emphatically underscore and reiterate the role of tourism as a pivotal driver for enhancing peoples' quality of life and ensuring the sustainability of tourist destinations. This effort involves not only maintaining equilibrium among the four widely recognized pillars of sustainability but also pondering the significance of an equally crucial aspect of destination management – the political sustainability of the governance framework of tourist destinations.

Current realities encourage the authors to contemplate and act, guided by the unfolding of tourism's swift regenerative influence. It is anticipated that people have gleaned vital lessons from the collective pause people underwent during the pandemic, coupled with the stark realization of being unable to partake in the favourable contributions of tourism in everyday life. This article highlights the urgency of implementing DMO models that are capable of conceptualizing and operationalizing a human-centred tourism development policy and the resulting sustainability strategies, enhancing representation and guidance for the satisfaction of stakeholders.

It is neither a widespread practice, nor are there many prior studies that tackle the potential of forecasting the comprehensiveness of governance and management models for tourist destinations that encompass stakeholders who represent the direct interests of local communities within the tourism system. Supported by a literature review, analysis of secondary data and the first-hand experience of the authors, it becomes apparent that the operational landscape of most organizations functioning as tourist destination managers is predominantly at the regional and local tiers. These very organizations are the ones that have been progressively evolving, displaying a readiness to introduce innovation in this realm. Implementing these models would represent an approach to governance more inclined towards a bottom-up style, thereby posing a challenge to the more rigid and commonly employed strategies that emanate from a centrally structured national framework.

This study aims to investigate the role of cognitive processing – driven by hedonism, emotional experiences and nostalgia – in enhancing destination evangelism and revisit intentions among virtual reality (VR) tourists. By addressing gaps in existing literature on VR tourism, it aims to provide insights into how cognitive engagement influences visitation and advocacy for destinations.

The research comprises two studies. Study 1 employs a within-subjects pre-post quasi-experimental design with 197 participants who completed the same survey measure before and after viewing a VR video of the Taj Mahal. Study 2 utilizes a mixed-methods approach, which included surveying 377 participants at popular hotels in Kashmir followed by conducting unstructured interviews with 24 respondents to gather qualitative insights. Data analysis includes paired-sample t-tests, structural equation modelling (SEM) and narrative content analysis.

Results of Study 1 reveal a significant change in both destination evangelism and revisit intentions following VR exposure, indicating VR exposure has a significant impact on creating destination evangelism and revisit intentions. Results of Study 2 indicate that nostalgia, hedonism and emotional experience influence cognitive processing, which in turn leads to destination evangelism and revisit intention. Further, results indicate that tourist engagement moderates the effect of cognitive processing on destination evangelism and revisit intention in a way that the positive effect of cognitive processing on both destination evangelism and revisit intention intensifies at higher levels of tourist engagement. Qualitative insights derived from interviews validate that VR experiences evoke strong emotional connections that foster advocacy and loyalty towards destinations.

These findings suggest that destination marketers should leverage VR technology to enhance tourists’ emotional engagement and evoke nostalgia, thereby cultivating stronger relationships with tourists. The study highlights the importance of cognitive processing in developing effective marketing strategies that encourage destination evangelism and repeat visitation.

This research fills a critical gap in the literature by examining the cognitive and emotional factors that drive tourist behaviour in VR contexts, specifically focusing on how these factors influence loyalty and advocacy. It contributes to the emerging discourse on metaverse tourism management, offering actionable insights for optimizing virtual destination experiences.

While previous research has explored how tourists’ food-related perceptions influence their attitudes and behaviors toward a destination, there is limited understanding of how their psychological perception of a destination’s food affects their behavior. This study examines the relationship between tourists’ food-based self-congruity, attitudes toward local food, destination attachment and behavioral intentions. It also investigates the moderating effect of food cultural proximity on these relationships.

Data were collected through a questionnaire completed by 369 tourists who recently experienced local cuisine during international travels. Structural equation modeling (PLS-SEM) was used to test the research model.

The results showed that as international tourists’ self-congruity with a destination’s cuisine increased, they developed more positive attitudes toward local food and a stronger attachment to the destination. These attitudes and attachments, in turn, positively influenced their behavioral intentions. The perceived cultural proximity of the food moderated the relationship between self-congruity and both tourist attitudes and destination attachment, with lower perceived proximity strengthening these effects. Additionally, self-congruity directly influenced behavioral intentions.

By examining tourists’ food perceptions from the lens of self-congruity, this study uncovers new ways to leverage the symbolic and psychological values of food in destination marketing. Marketers can use these insights to align local food offerings with target tourists’ identities.

This study enhances the understanding of tourists’ food-related perceptions, highlighting the significance of food-based self-congruity in shaping their attitudes and behaviors toward a destination. The findings confirm the influence of symbolic and psychological connections to food on tourists’ attitudes and behaviors.

This study explores the interplay between the spirit of place, brand equity and tourists’ travel intentions within the context of culinary tourism at destinations influenced by Confucian culture. It examines how Confucian values, such as benevolence, righteousness, courtesy, wisdom and trust, shape the personality of culinary tourism destinations and how this personality influences tourists’ travel intentions both directly and indirectly through brand equity.

The researchers develop a conceptual framework highlighting dimensions of destination personality derived from Confucian values. These values serve as indicators of brand equity, focusing on dimensions like brand image, perceived quality and brand loyalty in the culinary tourism sector. Partial least squares structural equation modeling (PLS-SEM) was employed to analyze data from 503 tourists, examining the relationships between the Confucian-inspired destination personality, brand equity and tourists’ travel intentions.

The results show that tourists resonate strongly with the five Confucian personality traits, which significantly influence their travel intentions either directly or indirectly through enhanced brand equity. The study highlights the pivotal role of Confucian culture in shaping the destination personality and brand equity, which, in turn, drives tourists’ travel behaviors.

This study reveals how the spirit of place influences tourist behavior through brand equity, providing new perspectives and practical strategies for destination branding and development.

This study is the first to examine the relationships between spirit of place, brand equity and travel intentions within a Confucian cultural context, expanding the theoretical understanding of culinary tourism branding.