Research of the nature of implementation of environmental innovations as a factor of ensuring competitiveness of hotel hospitality business

This commentary critically examines the integration of smart tourism technologies within the tourism and hospitality sectors, focusing on their role in enhancing tourist experiences and operational efficiencies. Through a multidisciplinary approach encompassing a literature review, case studies, and empirical data analysis, the analysis adopts a constructivist perspective to explore tourists’ subjective experiences with technology. It highlights significant personalization, efficiency, and sustainability advancements while acknowledging challenges related to digital infrastructure and privacy concerns. Advocating for a balanced and sustainable approach that respects environmental integrity and cultural heritage, the commentary concludes with recommendations for future research on the socio-economic impacts of smart tourism, ethical data usage, and the adaptation of technologies to diverse contexts. It calls for increased investment in digital infrastructure and stakeholder collaborative efforts to promote sustainable and inclusive tourism development.

Image destination engagement from a cultural perspective—A neuromarketing approach for a Spanish-German study

The importance of the image of the tourist destination in the communication and marketing of a tourist destination is beyond doubt. For this reason, numerous studies address these issues. However, not so many do so from the perspective of the emotion the receiver feels, which is why this study deals with analyzing the emotion generated in the receiver through neuromarketing techniques and measuring the level of engagement felt. As a fundamental part of this study, we added the variable of cultural differences, both generically and specifically for gender and age. We are mainly guided by the theories of Life Cycle Theory and Generational Theory to analyze age differences. At the same time, gender differences are approached from the Gender Role Theory. The sample comprises one hundred individuals with apparent cultural differences, one sample of German origin and residence and the other of Spanish origin and residence, 50/50. We approached the study from the point of view of the emotion felt by the receiver of the message based on ten neuromarketing techniques (EGG) and ten images used by a famous tourist destination known in both countries. The results suggest that not only are there differences in the emotion felt after viewing images of a tourist destination, but that these differences are also explained by cultural background, gender, and age.

Research of the nature of implementation of environmental innovations as a factor of ensuring competitiveness of hotel hospitality business

Novruz Guliev Amirkhan, Veronika Alieva Samedovna, Samir Babazade Ismail, Hikmat Guliyev Nazim

Article ID: 2727
Vol 5, Issue 2, 2024

DOI: https://doi.org/10.54517/st.v5i2.2727

Received: 18 May 2024; Accepted: 10 August 2024; Available online: 19 August 2024; Issue release: 30 December 2024

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Abstract

In many countries of the world, sustainable tourism is developing rapidly, and therefore the application of innovative environmental technologies is becoming an integral part of the development strategies of hospitality industry enterprises, especially hotel business. This trend promotes the introduction of new management systems based on the principles of sustainable development, including resource-saving technologies. In the work, the existing environmental management tools are analyzed and comparative studies of the essence of the application of “green” innovations are conducted using the example of the hotel business enterprises of the Republic of Azerbaijan and the Russian Federation.Studies have shown that the implementation of such innovations and eco-technologies in hotels demonstrates their commitment to environmental responsibility, improves the guest experience, helps save resources and acts as an additional advertising tool. Technological re-equipment and the use of modern materials aimed at reducing the burden on the environment ensure the economic efficiency of hotel business enterprises and increase their competitiveness.

Keywords

sustainable tourism development; ecological innovation; eco-label; eco-technologies; hotel business

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Copyright (c) 2024 Novruz Guliev Amirkhan, Veronika Alieva Samedovna, Samir Babazade Ismail, Hikmat Guliyev Nazim

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Nanfang College, Guangzhou

China

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