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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 In today’s fast-paced and highly competitive tourism and hospitality industry, technological advancements play a pivotal role in shaping customer experiences and employee adaptation. Technological innovations such as mobile apps, artificial intelligence (AI), virtual reality (VR), and the Internet of Things (IoT) have revolutionized how businesses interact with their clientele. Mobile apps enable guests to make reservations, check in, and access key information conveniently; while AI-powered chatbots provide instant responses to queries. VR and IoT enhance the immersive experience, allowing customers to preview destinations and control room features seamlessly. Moreover, technology-driven data analytics and personalization algorithms enable businesses to gain valuable insights into customer preferences and behaviour, facilitating customized service delivery. The hospitality industry is seeing the integration of robotics and automation in tasks such as room cleaning and food delivery, freeing up employees to focus on more personalized guest interactions. In this endeavour, technological advancements have emerged as a powerful catalyst, revolutionizing both customer experiences and employee roles within this sector. The significance of this study is indicative in the fact that it addresses a major concern of the level of technology that needs to be adapted and areas where restraint is needed. This research paper delves into the evolving landscape of technology in the tourism and hospitality industry, focusing on its profound impact on enhancing customer experiences and the essential need for employee adaptation.

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 The hospitality industry in the last decade has been undergoing a significant transformation towards digital tools. However, the negative effects of the pandemic did not avoid even the hospitality services provided by historical or heritage objects. The paper discusses initiatives to implement digital elements in accommodation services for heritage objects in Slovak conditions. Its main goal was to find out whether accommodation companies used digital elements before the pandemic, whether the pandemic strengthened their use, and whether the duration of the company’s operation has an impact on their implementation. The main methods were questionnaire research and the interview, which enabled the collection of primary data. Subsequently, the results were verified by selected mathematical and statistical methods. The research sample consisted of 136 accommodation companies, operating in Slovakia, regardless of category. Accommodation establishments have started using digital elements even before the pandemic appeared. Their potential future use was not significantly affected by the pandemic. Despite the surveys in which various researchers state that the pandemic intensified their implementation, this thesis was not confirmed in the domestic sample. The use of digital tools goes hand in hand with technical progress. Elements such as the pandemic strengthen their development only marginally.

Abstract This article is devoted to the study of modern factors and trends in the development of world tourism. Researching the impact of the pandemic on the state of modern tourism is extremely relevant, as COVID-19 has had a significant impact on the tourism industry worldwide. Various factors and trends in the development of this process, which are affected by the pandemic, were considered. That is why the study determined that the COVID-19 pandemic primarily led to the restriction of movements and the closing of borders between countries, which significantly reduced the volume of international travel. The analysis was carried out taking into account such factors as travel restrictions. The introduction of restrictions on international and domestic travel has become one of the main measures to combat the spread of the COVID-19 virus. This led to a sharp reduction in tourist trips and a significant deterioration of the global tourism sector. Also, the loss of revenue when the travel-related tourism sector faced severe financial difficulties due to the pandemic. Cancellations, border closures, and restrictions on international flights were found to have resulted in a significant loss of revenue for companies and hotels and affected employment in the sector. Differences in recovery have been identified when the recovery of international tourism after the pandemic is uneven in different regions of the world. Some countries and regions that quickly implemented effective measures to control the spread of the virus began to recover earlier than others. This led to the emergence of new “tourist hotspots” and the redistribution of tourist flows. New trends in tourism have been identified. The COVID-19 pandemic has caused a change in the preferences and behavior of tourists. Safety, health, and hygiene have become the main priorities when choosing a direction and types of recreation. As a result, the popularity of ecological tourism is growing, and new formats of tourist services are emerging, such as virtual tours and remote travel. In general, the COVID-19 pandemic has a serious and long-term impact on the current development of world tourism, leading to changes in the preferences and behavior of tourists, as well as causing a redistribution of tourist flows and difficulties of a financial nature in this area.

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 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.