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By analyzing tourist choices in Side and Alanya, well-known destinations for tourists in Türkiye’s thriving urban tourism sector, this study aims to fill a crucial vacuum in the body of knowledge about urban tourism. The study examines the changing dynamics of consumer preferences for advertisements and closely examines the underlying factors that influence these preferences, both pre and post-influential COVID-19 period.

This study clarifies the complex interplay between tourism marketing and prospective tourists’ decision-making processes through a thorough examination. This research greatly improves our understanding of urban tourism marketing strategies by examining the varying effects of advertising channels and comparing the persuasive power of emotional versus numerical advertising messages.

This study’s findings significantly advance our understanding of urban tourism. Examining how visitors react to advertisements in the various urban environments of Side and Alanya offers insightful information on how marketing strategies and visitor preferences correlate. This research also reveals the subtleties of efficient communication techniques, providing a practical basis for improving urban tourism experiences.

Being the first study of its sort, to the best of the authors’ knowledge, this research’s originality is supported by its insights into how advertising, consumer preferences and the urban tourism environment interact. The significant contribution to knowledge highlights the implications for those involved in urban tourism and provides practical advice for improving advertising tactics in the post-COVID-19 age.

This paper aims to create a conceptual model that connects learning organizations, service innovation and technology acceptance.

The importance of the interaction of variables benefiting both individuals and organizations has been comprehensively explained by combining two well-known theories – learning organizational theory and service innovation theory – with the technology acceptance model. In the first part of the study, conceptual model has been constructed and then applied to the hospitality industry of which results have been presented in the second part of this paper.

It is hypothesized that learning organization, service innovation and technology acceptance have significant relationships. It is also suggested that the learning organization plays an intermediary role in the relationship between technology acceptance and service innovation. Empirical results in this regard have been presented in the second part of the paper.

The relations have been established and tested in the hospitality industry in Antalya. However, the model can be applied and established relations tested in other industries.

This research contributes to our knowledge of the intricate linkages that exist between learning organizations, technology acceptance and service innovation. Originality of the paper is related to the novel multilayered model illustrating three-way interactions between the three dimensions of learning organization, technology acceptance and service innovation.

This study aims to analyze the theoretical complexity that underlies purchase managers’ perceptions of their ability to take part in the implementation of a new back-office service strategy.

A survey of purchasing department managers in the Antalya (Turkey) region was conducted. The purchasing managers of Antalya’s five-star accommodation businesses comprise the research sample.

Within the scope of the study, 205 questionnaires were gathered. Factor analysis, correlation and regression analysis were applied to the obtained data. The learning organization (LO) consists of three factors (organization, group/team and individual), service innovation (SI) consists of two factors (employee innovation behavior and new service development) and technology acceptance (TA) consists of four factors (perceived usefulness, perceived ease of use, facilitating situations and social factors), according to the findings of the factor analysis. According to correlation analysis, LO, SI and TA all have positive and significant relationships. The LO has been observed to play an intermediary function in the relationship between TA and SI as a consequence of the analysis that determines the mediation effect.

This study which dealt with the dimensions of SI, TA and LO showed a proposed model which gives a better understanding of how the development of back-office system strategies is affected by LOs.