TOURISM SME STAKEHOLDER PERSPECTIVES ON THE INAUGURAL ‘SAUDI SEASONS’: AN EXPLORATORY STUDY OF EMERGING OPPORTUNITIES AND CHALLENGES

Purpose – This exploratory study aims to determine tourism SME stakeholders’ perceptions of the performance of the first “Saudi Seasons” initiative 2019/20 developed by the Saudi Commission for Tourism and National Heritage (SCTH). Design/methodology/approach – This qualitative study draws on an interpretivist paradigm that explores participants’ views and experiences through immersive, semi-structured interviews. A total of 30 participants were interviewed in three locations: Riyadh, Jeddah and Al-‘Ula. A thematic analysis was then conducted and the emerging themes were presented as key findings. Findings – The Seasons have been successful in increasing business activity and changing the negative perception of Saudi Arabia among international tourists. However, it was also noted that the Seasons have put pressure on local tourism infrastructure, whilst other stakeholders raised concerns regarding the inadequate promotion of heritage sites and ineffective stakeholder engagement. Originality/value – This exploratory study offers novel stakeholder insights into the performance of the inaugural Saudi Seasons initiative and underscores the important need for SMEs to be more effectively involved in contemporary tourism development discourse in Saudi Arabia.

WHO IS AN OLEOTOURIST? A MOTIVATION-BASED SEGMENTATION STUDY

Purpose – Oleotourism is becoming increasingly important as Special Interest Tourism (SIT), especially among researchers who seek to propose an individual tourist experience related to the Mediterranean and olive oil production. This paper examines the profile of visitors to olive farms and olive mills to determine their motives. Design – Purposive sampling was used as the method of data collection. Data were collected using a structured questionnaire during the mid-summer season and the post-summer season 2019 in Istria County (Croatia). Methodology – In total, 263 adequately completed questionnaires were used for data analysis. Approach – Twenty-five items of push and pull motivation are analysed with exploratory factor analysis (EFA), followed by cluster analysis on identified factor dimensions. Findings – After EFA the questionnaire consisted of twenty-two motivational items. Five factor dimensions are identified after EFA and labelled: (1) Socialising and experience, (2) Exterior farm features, (3) Relax with family, (4) Surroundings, and (5) Olive oil and recognition. Cluster analysis revealed 2 different clusters, labelled: Involved olive visitors as the dominant cluster and Inconsequential as the smaller set. Originality of the research – Market segmentation by motivation is key for understanding visitor behaviour in SIT such as oleotourism. This paper explores motivation through push and pull motives and provides a solid basis for further research as well as guidelines for tourism firms dealing with this flourishing business.

An Investigation of Entrepreneurial Motivation: Boutique Hotels in Northern Thailand

Purpose – entrepreneurship scholars have argued extensively that the phenomenon of entrepreneurship and entrepreneurial motivation cannot be studied in isolation from their broader socioeconomic environment. This study addresses this gap by examining the entrepreneurial motivation of hotel entrepreneurs in Northern Thailand. The study also investigates how various mediating factors and motivations to start a business shape tourism entrepreneurs' behaviour in relation to growth strategies. Design/ Methodology/ Approach – qualitative research was conducted in Northern Thailand 2012 and the follow-up study in 2019. Purposive and snowball sampling strategies were used. The primary data collection method was semi-structured interviews. Findings – the study identifies the coexistence of both lifestyle and growth-oriented entrepreneurs. The results show that the entrepreneurial decision to enter the hotel industry was not solely determined by the entrepreneur's own actions, but significantly by the family. The role of family in business creation is directive and not facilitative. Business growth was a desirable strategy for both lifestyle and growth-oriented entrepreneurs. Originality of the research – study shows that entrepreneurial motivation cannot be properly understood if it is studied in isolation from the wider socio-economic context. Moreover, it challenges the prevailing classification of tourism entrepreneurs into lifestyle-oriented and growthoriented.

Stakeholder Involvement in Destination Marketing: A Network Analysis of two Destinations in Vietnam

Purpose –This paper aims to identify the stakeholders involved in tourism destination marketing networks. The involvement and collaboration of multiple individuals and organisations is widely recognised in destination marketing to promote a destination. Internal stakeholders of a destination and their collaboration are frequently studied in destination marketing research, but little attention is paid to the involvement of external stakeholders. Design/Methodology/Approach – Quantitative social network analysis is an important approach to understanding stakeholder connections and roles in tourism destinations. In this paper, this analysis was conducted using primary data collected from social network surveys in Da Nang and Hue, two local destinations in central Vietnam. Sixty-nine questionnaires were collected in Da Nang, and 60 questionnaires in Hue. The network data were each analysed separately using UCINET software. Findings – The results show the involvement of different stakeholders in marketing activities in these local destinations. Most of the marketing networks of Da Nang and Hue consist of business units. While the Da Nang marketing network focuses on critical stakeholders and fundamental business firms with strong financial resources and big brands, the Hue marketing network includes more diverse stakeholders and more significant participation of small and medium local firms. Originality of research – This research found the participation of national and international stakeholders located outside the two destinations studied in their marketing network. Their involvement was identified through their collaborative relationships with the DMOs and internal stakeholders of the two destinations to promote the destinations nationally and internationally.

TOURISM INDUSTRY STRESS INDEX AND ITS RELATIONSHIP TO THE FINANCIAL STRESS INDEX

Purpose – development of the Tourism Industry Stress Index (TSI) and the Financial Stress Index (FSI) followed by an examination of their interaction. Design – The TSI, which aggregates tourist arrivals, overnight stays and net occupancy, was tested on data for Finland, Italy, Germany and Spain between 1993 and 2020. The FSI was composed of the S&P500 index, Brent oil futures, and the real effective exchange rate of the euro. Methodology / Approach – Both stress indices were calculated as the difference between the moving standard deviation and the moving average of the monthly growth rate of the selected indicators. We aggregated them by applying two alternative techniques: arithmetic mean and nonnormalized principal component analysis. The Granger causality test was utilised to assess the dependence between the indices. Findings – We identified periods of increased volatility in the European tourism market and described its connection to financial crises. The causality test of the FSI-TSI model showed that financial turmoil led to increased tourism market stress with an average lag of three months and a marginal effect of 0.2. Originality of the research – We recommend the Financial Stress Index as a predictor of the Tourism Industry Stress Index in the business cycle.

ILLUSTRATING THE PERCEPTION OF STUDENTS TOWARDS AUTONOMOUS SERVICE ROBOTS IN THE TOURISM INDUSTRY: AN EXPLORATORY STUDY

Research purpose – The purpose of the study was to explore the students’ perceptions towards autonomous service robots, using interviews and, in a novel manner, also their drawings, to generate data. The paper contributes to current knowledge claims around the Techno-Economic Paradigm by providing a greater understanding of, and student response to, autonomous service robots. Additional insights were gained on transformational skills set for tourism practitioners. Design/Methodology/Approach – A qualitative approach followed a participatory research design which was set in a public higher education institution. Undergraduate tourism and hospitality students who had previous exposure and engagement with robots were the purposive sample. The paper draws on the Techno-Economic Paradigm to illuminate how, according to students’ experiences and perceptions, autonomous robots interact in, and disrupt, the tourism industry. Findings – Four main drawings essentially expressed tourism and hospitality students’ perceptions of autonomous service robots in the tourism industry. Centrally there are opportunities for the absorption of robots in certain sectors of the tourism industry. Despite greater use of robots in service-driven industries like tourism, it remains challenging to establish the right balance between humans and robots, and up- and re-skilling transformation would be required of those working in the tourism industry and those studying towards a tourism qualification. This study advances that additional research is still required, including longitudinal studies on the effects of autonomous services in the tourism industry, as well as students’ perception on the use of robots, re-skilling as well as ethical risks to customers, the greater value to the economy and those working in the tourism industry. Originality of the research – The article contributes to the use of visual methodology as part of data generation, specifically how students’ perceptions regarding autonomous robots in the tourism industry were graphically distilled using this methodology.

MEMORABLE TOURISM EXPERIENCES INSPIRED BY THE BEAUTY OF NATURE

Purpose – Today's tourists are increasingly looking for an active, healthy and meaningful way to spend their time at a destination. The purpose of this study, therefore, is to determine the key dimensions of memorable tourism experiences (MTEs) that influence tourists' satisfaction with the vacation experience motivated by the beauty of nature and landscape, as well as the impact of satisfaction with vacation experience on behavioural intentions. Design – Using a structured questionnaire on pencil and paper, data were collected from a sample of 334 travellers who were citizens of the Republic of Croatia and whose primary motive for travel was to visit a natural attraction. Methodology/approach – The questionnaire adopted previously validated scales and was used to explore MTEs, satisfaction with the vacation experience and behavioural intentions. The hypotheses were empirically tested using partial least square structural equation modelling. Findings – The results show that not all MTE dimensions influence satisfaction with the vacation experience among tourists whose primary travel motive was the beauty of nature and landscape. Hedonism, refreshment, and involvement as MTE dimensions had a statistically significant influence on satisfaction with the vacation experience. In addition, satisfaction with the vacation experience had a statistically significant influence on several behavioural intentions, with the strongest influence on intention to recommend. Originality of the research – Tourists in nature-based destinations were found to exhibit specific behaviours, as not all MTE dimensions contribute equally to satisfaction with the vacation experience. This study extends the body of knowledge on tourism experience theory by empirically testing its premises on tourists motivated by the beauty of nature and landscape.

THE IMPACT OF RELIGIOSITY AND KNOWLEDGE ON THE INTENTION OF YOUNG MUSLIM GENERATION TOWARD HALAL TOURISM IN INDONESIA

Purpose – One purpose of this study is to investigate the determinants of young Muslim tourist generation's interest to recommend and visit halal tourist attraction. Design – The interest of young Muslim tourist generation to recommend and visit Halal attractions is influenced by knowledge (KNO), religiosity (REG), perceived behavioral control (PBC), subjective norms (SN) and attitudes (ATT). Methodology – The respondents are the young Muslim generation living in 27 provinces in Indonesia and were selected using the purposive sampling method. The use of purposive sampling method is to support this research where information is obtained from specific target groups. Approach – It was found that in the intention of local Muslim tourists to select and recommend halal tourist destinations, several factors influence their intention such as knowledge, religiosity, perceived behavioral control, subjective norms and attitudes. Moreover, knowledge and religiosity influence tourists' attitude to visit halal tourist destinations. Originality of the research – This study contributes to behavioral theory and extends the application of the theory of Planned Behavior (TPB) in the context of halal tourist studies.

THE SOCIAL TV PHENOMENON AND FAKE ONLINE RESTAURANT REVIEWS

Purpose – The social TV phenomenon has raised the interest of some researchers in studying the production of online reviews. However, little is known about the characteristics of reviewers that, without having had indeed a real experience of consumption, still dare to assess the service. The purpose of this research is to understand these reviewers better, using an experiment conducted in Brazil. Design/methodology/approach – Through a cluster analysis with 2547 reviewers of 7 restaurants that participated in a reality show in Brazil, we were able to create 4 fours. Using Spearman Correlation and Kruskal-Wallis Test, differences among groups were analysed in the search of behavioural changes among different types of reviewers. Findings – We conclude that social TV influence fake online reviews of restaurants that were involved in a tv show. Furthermore, we were able to verify that some reviewers indeed assess the service without indeed having tried the service, which strongly bias the influence they are going to cause in potential consumers. Four types of reviewers were identified: the real expert, the amateur reviewer, the speculator and the pseudo expert. The 2 latter types are analyzed through the anthropologic lens of the popular Brazilian culture and the TV influence in that country. Research limitations/implications – we were able to understand how TV can influence the construction of fake online reviews for restaurants. Practical implications – It is important for the restaurant and hospitality industry in general, to be able to be attentive to the phenomenon of fake reviews that can totally biased the advantages of this assessment system that was created to produce trust among consumers, but that can act exactly the other way around. Originality/value – This study highlights the relevance of taking into account cultural background of the country where the restaurant is located, as well as emphasizing the relevance of conducting a previous analysis of the decision of embarking on a reality show that it has high chances to biasedly influence consumers’ decisions.