Pages: 5

In “Introduction to Contemporary Marketing and Consumer Behaviour in Sustainable Tourism,” we ambitiously set forth to achieve several key objectives designed to offer a comprehensive analysis of the field. First, we scrutinize contemporary consumer behavior and marketing practices specifically tailored to sustainable tourism. Second, we illuminate the intricate relationship between human development and environmental sustainability, positioning them as mutually inclusive elements of modern travel. Third, we explore the pivotal role of technology in bolstering ecofriendly tourism initiatives, thereby elevating the traveler experience without compromising ecological balance. Fourth, we underscore the imperative of a holistic approach to sustainable development, encompassing social inclusiveness, employment generation, poverty alleviation, resource efficiency, and environmental stewardship. Additionally, we delve into the soft diplomacy potential of tourism as a facilitator for mutual understanding, peace, and security on a global scale. Through the lens of systems thinking, this book further examines how a nuanced understanding of the human-environment relationship can inform and transform tourism practices, policies and governance. As such, we present integrated and scalable solutions that facilitate meaningful dialogues among stakeholders, end-users, and decision-makers in the hospitality industry and beyond. Engaging both local and international perspectives, this text serves as an invaluable resource for those committed to evolving sustainable tourism in a rapidly changing world.

Pages: 54

No chapter abstract available.

Pages: 19

The main challenge for travel and tourism organizations is to adapt and reinvent in the context of pandemics. Through a bibliometric analysis of the tourism literature, we want to draw attention to the redefining of tourism services following the acceleration of digitization and the optimization of personalized services as close as possible to the consumer. It is obvious that the Covid-19 pandemic has influenced our consumer behavior, and in the specialized scientific literature, the authors have captured this phenomenon in their works. Moreover, based on our analyses, in this work we also want to draw attention to this phenomenon and outline based on the bibliometric analysis (the bibliometric analysis carried out in the MDPI study, in which part of us were authors), and based on the structured working hypotheses, we identified what were the most outstanding scientific solutions for reconsidering tourism services following the Covid-19 pandemic, as well as what is the future of this industry.

Pages: 10

Urban air transport (UAT) or urban aerial mobility (UAM) is a concept that explains transportation within urban areas. One of the advantages of UAT is it will substantially reduce the amount of traffic on the roads. It is considered as one of the methods in solving urban traffic. Road transportation is always congested and keeps on increasing over the year, which has negative effects on tourism activities in terms of road accessibility, travel time, travel experience, and many more. New enhancement on technology driven over the year creates multiple possibilities of creating a new idea on the UAT concept to maximize the level of transportation. At present, many aviation players have started to plan to create their own model of UAT to suit their demographic areas. The concept of UAT attracts a lot of attention as it may benefit societies and companies, as well as tourism activities. This chapter discusses UAT and the future of tourism since transportation is regarded as one of the main issues in shaping the tourism networks and supporting sustainability tourism.

Pages: 23

The growing environmental awareness and the increasing emphasis on sustainable practices in the hospitality industry have a significant impact on customers’ choice decisions when selecting a hotel. This shift in consumer attitudes reflects a broader global trend towards sustainability and responsible environmental practices. Hotels that prioritise sustainability not only align with changing consumer preferences but can also lead to long-term benefits, including cost savings, improved brand image and better positioning to attract and retain customers who value responsible and eco-friendly choices. The chapter aims to shed light on hotels’ sustainable practices and on sustainable consumer behaviour in the hospitality industry.

Pages: 80

No chapter abstract available.

Pages: 36

Despite all the challenges brought by recent crises in the last decade, special attention is directed worldwide to finding ways to create and maintain sustainable economies and solutions to fight all impediments and difficulties. At present, modelling consumer behaviour is globally recognized as an essential part of this process, as consumer attitudes towards different sides of current socio-economic life are considered a crucial element for achieving sustainability. In this regard, the alarming increase in food waste is a significant issue which, besides other socio-economic dimensions, affects both food security and environmental health. This chapter studies the complex correlations between different types of food waste and consumer behaviour, discussing, in particular, the implications of unsustainable patterns of consumption on households and food service waste. Enhancing consumer behaviour could be a part of the answer for proper food waste management, providing large-scale implications in all fields of socio-economic activity.

Pages: 22

The purpose of this chapter is to discuss how to use the theory of brand management to manage a city’s tourism industry. This study takes Chaozhou, a Chinese city, as an example, analyzes it using the theory of brand management, and makes plans and suggestions for its tourism development. The main brand theories referenced in this study include: 1) sensory brand experience, 2) corporate brand design, 3) brand architecture, 4) corporate heritage, and 5) AICD test. In addition, this study also refers to research reports from some Chinese governments, companies, or organizations to analyze the current tourism situation in Chaozhou. The literature and data collected in this study are secondary data or public resources, so this study will not conduct primary data collection involving human participants, and there is no need for ethical review. This study adopts the interpretivist qualitative research method. This summary of experience involves personal subjective judgment, and errors are inevitable. This study uses data sources with high reputation and authority as much as possible, and sets the applicable scope of the research results of this chapter in order to reduce bias as much as possible. By combining the brand theory with the current situation of Chaozhou tourism, this chapter tries to build the tourism brand of Chaozhou.

Pages: 20

The purpose of this chapter is to explore the interconnected phenomenon of sustainability, sustainable tourism, marketing and consumer behaviour. It covers the positive implications of responsible business practices on sustainable tourism, sheds light on the social innovation concept in tourism, and suggests research avenues for future studies. Finally, a case study on sustainable tourism behaviour is presented, discussing how a mountain hotel sets an example.

Pages: 82

No chapter abstract available.

Pages: 15

Higher education is not only essential to bring some new knowledge to its students and beyond but also to address some key issues for other stakeholders that are related to sustainability, market orientations, skills acquired, and others. This chapter emphasizes the role of universities in SDGs and the application side of the European Qualification Framework. For this reason, the course of Development and Growth is taken as an example, a course delivered to the economics-related field of studies during the second cycle of study programs. The second important issue treated in detail was how the course lecturer constructed the syllabus and the incorporation of European Qualification Framework Principles that must be consistent with the National Qualification Framework. Finally, a concrete project related to marketing and tourism was taken as a model of project application. Through this project, students were engaged in creating the project idea and bringing it to life. Besides addressing some important issues related to sustainability, this project was evaluated as successful since the students could engage other students to join their incentive, and they were engaged in fundraising activities. Consequently, this project could add other values to the team, such as entrepreneurial spirit and other skills acquired during the project’s lifetime. To end, the project also has some green lights for future impact. The companies that agreed to be part of this project were happy with the inspired innovative aspects of the project and were willing to keep including these aspects in the future as well.

Pages: 17

The phenomenon referred to as flygskam, which may be literally translated as “flying shame”, is the focus of this proposed chapter. This flygskam movement was initially started in Sweden, but it has since spread to a number of countries all over the world, despite only having a small amount of traction in the countries that are geographically adjacent to Sweden, such as Finland, Denmark, and Norway. In an era in which there is an imminent problem caused by climate change, the objective of the flygskam movement is to develop an action that will persuade people to avoid flying by shaming them on social media whenever flight praise sharing appears. The flygskam movement aims to raise awareness about the negative consequences that flying has on the environment. Researchers have shown interest in the flygskam movement; however, the majority of their efforts have been concentrated on applying more conventional research methods, such as interviewing people about their thoughts on how they understand the movement and how it influences the travel decisions they make. Research focused either on consumers, industry players, news coverage or social media practices but did not present a broad perspective to suggest a comprehensive conceptual model in between the different actors and media involved. This chapter’s objective is to provide the reader with a state-of-the-art review of present research and aims to contribute to the emerging research by suggesting an inclusive conceptual framework, which we further aim to test with data retrieved from social media. Given that the movement is disseminated through social media for consumer choices in the physical world, the implication of our research is particularly important to account for both actual and virtual behavioural patterns unfolding.

Pages: 17

People do not buy goods and services. They buy relations, stories and magic. Celebrity endorsement drives brand equity and sales. In today’s crowded market, people want more than just functional benefits. They want to feel connected with the product or brand they are using. Celebrities’ endorsement plays a significant role here; people idolise them, and when they can connect themselves somehow, they feel good. For example, Michael Jordan fans are drawn to Nike Jordan series sportswear because it allows them to connect with the legendary basketball player. Therefore, celebrity endorsement plays a significant role in brand equity in several ways, including brand awareness, brand associations and brand loyalty. This chapter will focus on the sports apparel industry, how sports apparel brands use celebrity endorsements to increase their equity and their current and existing endorsement trends. The research aim of this chapter is to examine the impact of celebrity endorsement on brand equity in the sports apparel industry. The research objectives are to analyse the existing literature on celebrity endorsement and its impact on brand equity in the sports apparel industry; to understand the factors influencing consumers’ perception and attitudes towards celebrity endorsements in the sports apparel industry; to assess the impact of celebrity endorsers on teenagers regarding brand equity in the sports apparel industry; to evaluate the influence of celebrity endorsement on purchase intention; and to compare the effects of celebrity endorsements on brand equity between established and emerging sports apparel brands.

Pages: 16

Activities authorities and society at the local level should aim at developing a conscious, environmentally friendly attitude of the local community. One of the most important aspects of sustainable development is to reconcile socio-economic development with the natural environment. It also involves the rational use of environmental resources, the improvement and maintenance of the quality of life and the reduction of negative environmental impacts. Tourism is one of the most dynamically developing areas of the economy. The effects related to the development of the tourism function are mainly visible in the tourist reception areas. Properly managed and planned tourism is a positive form of economic activity, preferably the attractiveness of the region. The development of tourism contributes, among other things, to an increased interest in local culture and arts. Sustainable tourism is part of the concept of sustainable development. It aims to minimise the negative impact of tourism on the environment while generating employment for residents. Sustainable tourism is about respecting natural, cultural and social values, respecting and protecting natural resources, respecting the traditions of local communities and exploiting the opportunities offered by tourism for the development of the region. Sustainable tourism aims to improve the quality of life of the inhabitants, which is reflected in the standard of living or the approach of regional authorities to green infrastructure. It also provides economic, social and environmental benefits). The research aims to assess the spatial diversity of tourism under the conditions of green infrastructure changes and to determine their interaction in the changing system of inequalities poviats that affect the economy in the years 2010–2020. The chapter points to sustainable tourism, green infrastructure and a green economy. It also pointed to their relations indicated and presented to important areas of the poviats economy. For the assessment of the study area, a synthetic measure (TOPSIS) was used. It enabled the authors to which made it possible to rank and group the studied poviats.

Pages: 15

This research examined the impact of artificial intelligence (AI) systems on customer experience and brand preference in the hospitality and tourism industry in Ghana. Customer experience was the focal construct of the study. Interaction, information, accessibility and customization were the dimensions that build AI systems. Brand preference, brand loyalty, ethical consideration and purchase decisions represented the consequences of customer experience. This study evaluates how the previously listed constructs interact to provide a positive customer brand experience. Microsoft Forms was used to perform the quantitative study, which had 150 participants. SPSS was used to statistically analyse the quantitative research. The study revealed that, a positive and significant relationship exists between customer brand experience (BE) and information system (FS); brand preference (BP); brand loyalty (BL) which indicated that the H1, H2, H5 and H7 were supported by the results of the study. However, H3, H4, H6 and H8 are not fully supported by the results that a positive and significant relationship exists between customer brand experience (BE) and accessibility system (AS), customization system (CS), purchase decision (PD) and ethical consideration (EC). The research suggested that adopting AI systems can significantly enhance customer experience and brand preference. Therefore, managers should consider investing in AI systems that align with their business objectives. This includes chatbots, recommendation engines, and AI-driven analytics tools that can personalize services and improve overall customer satisfaction.