Abstract Digital marketing has proven to be an essential tool for several business sectors, and tourism is one of the beneficiaries of this strategy. This article aims to analyze data from searches for words or terms related to accommodation in Meruoca. The research has a descriptive and quantitative character, seeking data, analysis and discussion about the searches for terms related to the main means of accommodation in the city of Meruoca, carried out by users in Brazil during the months of January to December 2019. The results indicate the variations in the interest of users for both means of accommodation throughout the year, providing a more comprehensive view of periods of greater demand and preference. Thus, it is concluded that the use of Google Trends provides important insights for managers in the tourism sector, helping them to develop more efficient and targeted marketing strategies.

Abstract This study focuses on developing tourist villages as sustainable tourist destinations. The aim of this research is to determine the role of the government in tourism development which is carried out in a comprehensive and integrated manner by wisely utilizing natural resources, culture and geographical conditions. sustainable development, especially in rural areas, is expected to contribute to increasing welfare, equality and environmental awareness for the community. The research method was carried out using a qualitative approach, using observation, documentation and interview techniques to collect various complete data and information by determining research data sources, collecting and analyzing qualitative data, making conclusions and recommendations. The research results show that the government's role is quite large, although it has not succeeded in achieving targets in implementing various tourism developments in rural areas related to three role indicators, namely: 1) regulator, 2) dynamist, and 3) facilitator.

Abstract Rural tourism consists of leisure activities in a non-urban environment. The interest in rural tourism has been growing significantly since the 1990s, as well as the rural establishments that started to offer some tourist products in rural areas. Rural tourism fosters environmental practices and can influence environmentally responsible behavior. Thus, this study aimed to identify the environmentally responsible consumption practices carried out by rural tourists. To this end, the research has a quantitative approach, made possible through a questionnaire applied to 103 rural tourists. Data collection took place between 26 November 2020, and 13 March 2021, and the data were analyzed through descriptive statistics. The main results showed that rural tourists prefer passive resources, where the tourist is a mere spectator and are motivated by recreationist, as they prefer moments of contemplation and relaxation for physical and mental recovery. In addition, rural tourists consider themselves altruistic, a behavior where the decision to act pro-environmentally is based on the costs and benefits perceived by their peers. However, they do not necessarily have sustainable behavior.

Abstract Currently, within the tourism market, there is a significant number of destinations that offer the same product, especially in the sun and beach market, so the search for competitiveness must be the objective that allows increasing the arrival of tourists to a destination, becoming one of the main pillars on which tourism policies are based. In this context, this paper aims is to ascertain whether there exists a causal relationship between tourism competitiveness and the influx of tourists to destinations. To achieve this, the Granger causality test is utilized, employing the econometric adaptation conducted by Dumitrescu and Hurlin, utilizing a sample of 18 Mediterranean countries spanning from 2007 to 2019. From the analysis carried out, it is highlighted that there is no causal relationship from tourism competitiveness to the number of tourists received, which is an important finding in the countries of the Mediterranean coast, since tourists do not value competitiveness in these destinations.

Abstract Purpose: This present article offers insight into the impacts and implications of COVID-19 on the service delivery process for hotel customers. The objective also reflects on how technological innovations may mitigate those impacts and contribute to employee well-being. Keeping in mind the above, a conceptual framework has been developed that clearly and critically depicts the COVID-19 impact on technological innovation and its subsequent influence on hotel employees well-being. Design/methodology/approach: This research paper strongly outlines the current theoretical background on hotel services impacted by the COVID-19 pandemic. The author also investigated the current trends in hotel guest services influenced by technological innovations. The present data and industry report have been used to formulate the conceptual framework linked to employee well-being. Findings: This study proposes an underlying theory and research plan on technological innovation that facilitates hotel service delivery while keeping COVID-19 and social distance in mind and thereby contributes to comprehensive employee well-being. Originality/value: This article would be a pioneering study seriously investigating the impact of COVID-19 on hotel service delivery engulfed by the various technological innovations and contributing towards employee well-being at macro and micro levels.

Abstract Digital transformation is becoming increasingly essential for developing the global economy. Within this advancement framework lies the tourism industry, where the growing demand from travelers for new experiences drives the search for increasingly technological solutions. Among the many tourism segments are religious, natural, gastronomic, and cultural tourism. These, in turn, seek to offer travelers personalized options based on individual preferences and specific interests. Given the significant growth of Brazilian tourism in recent years, it seems coherent to enhance new technologies that can invigorate the sector. In this regard, this research proposes the development of a mobile application designed to assist users in creating personalized routes in the city of São João del-Rei (Brazil). The study employed design science research with software engineering methods to achieve the desired outcome. The result is the creation of the mobile application called UaiGuia, which provides a distinct approach to exploring the rich culture and tourist attractions in the city of São João del-Rei. The app’s main characteristic is allowing tourists to create routes based on their interests according to the local features. Moreover, access to cultural events, festivals, and other attractions via the application enhances the stay in the city even further, supporting a better immersion in the richness of the region’s heritage.

Abstract This study investigates the application of knowledge gap theory in the context of tourism sustainability, examining the perceptions that varying types of tourists have about their own responsibilities to tourism sustainability, with regard to preferences on tourism information and travel modes. This study aims to develop a typology of tourists based on perceived self-responsibility towards tourism sustainability. A mixed-methods approach was employed, starting with the focus group followed by a survey. Data were gathered from three cities, resulting in 864 valid samples for the final analysis. The findings suggested that although most samples endorsed tourism sustainability indicators, obvious disparity was found in perceived self-responsibility across sample groups, particularly among those with a preference for digital information. Four distinct tourist types were identified based on their perceived self-responsibility on tourism sustainability. The results offer crucial insights for policymakers and industry stakeholders in fostering sustainable tourism practices for target tourist segments. By identifying and bridging knowledge gaps and customizing strategies to cater to various tourist demographics, a more responsible and sustainable approach to tourism can be cultivated.

Abstract The internationally adopted definition of tourism prompts to develop a systemic dynamic approach of tourism development. The paper proposes to conceptualize tourism development as a system interlinking three agents: transport, domestic tourism activities and the visitor; generating three types of development tourism development dynamics. In a second step, it uses this framework to develop, with a minimalist set of hypotheses, a capacity-based model enabling to consider destination tourism development as a microfounded supply-driven systemic dynamic process. Through the lens of the model, exhaustion or asymmetric distribution of market power may halt destination tourism development. Using the model’s framework, the structuring forces of the Tourism Area Life Cycle (TALC) are explained by the dual impact of capacity dynamics: accelerating by increasing arrivals, and at the same time decelerating by declining price elasticities.

Abstract Given the upsurge in the use of information and communication technologies, digital marketing has changed the way businesses operate at the international level. In a tourism organization, these tools play a fundamental role in acquiring, retaining and building relationships with new customers to promote and sell the organization’s products and services. In this context, digital marketing is a fundamental strategy for brands because of the huge opportunities for growth, positioning and communication it represents. The overall objective of the study was to develop a process for digital marketing management for tourism organizations to facilitate their commercialization process. To this end, we have used different theoretical, empirical and statistical methods, resulting in the design of the proposed procedure. The application at Brisas Guardalavaca has improved engagement metrics by rounding out social networking, e-commerce and email marketing tools. In addition, the causes of the positioning and website bias are analyzed and alternative solutions concretized in the action plan are proposed.  

Abstract The objective of this paper is to reflect on the characteristics of the growth of world tourism and its relationship with the development of cultural tourism. The coming years will be marked by a steady increase in visitors, with diverse demographic, geographic, functional and cultural perfiles. Under the paradigm that cultural tourism should contribute to the improvement of the quality of life of all those involved, this paper proposes different lines of action that contribute to the sustainability of the cultural and tourism sector. The paper addresses other trends such as the need for balance between marketing and planning, the collective construction of tourist images, the current importance of intangible heritage or the growing presence of new technologies in all aspects of cultural tourism.  

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Abstract Given that the survival of organizations depends on their ability to create value and value is defined by customers. Marketing is a tool to attract customers and it is contributing to the long-term commercial success and therefore, evaluating their performance is a crucial task for management. Due to the fact that there is lack of specific criteria and indicators to evaluate marketing performance, this paper proposes the criteria and related indicators for performance evaluation of tourism marketing by adopting meta-synthesis method and grounded and multi grounded theories. The statistical population included academic and industrial experts were identified from universities and tourism sector activists in Malaysia. This study introduces 11 main criteria and 40 indicators for each aspect in order to evaluate the performance of tourist attraction.