Food festival research review in contemporary tourism

PurposeFood festivals are prevalent for those passionate about food experience globally. More importantly, feedback from food reviewers on mass media platforms has been becoming a critical factor in facilitating the decision-making process of tourists in particular cities. Moreover, stimulating local tourism activities, thanks to food festivals, prove advantageous to the well-being of local habitants. The purpose of this paper is to provide readers with a general overview of food festival research trends in tourist cities, as tourism has the potential to contribute to targets in Goals 8, 12 and 14 on sustainable consumption and production and the sustainable use of resources, respectively, (UNWTO: World Tourism Organization).Design/methodology/approachThis study searched and filtered documents from the Scopus and Web of Science databases, as well as used bibliometric analysis and other mathematical and statistical methods, to better understand the food festival research context between 1970 and 2021. The carriers with mathematical and statistical methods. VOSviewer algorithm was used to identify critical input for visualizing bibliometric networks and to create a framework for this academic food festival research.FindingsThe findings are primarily related to pre and post-COVID-19 research on food festivals worldwide. Furthermore, using an inductive approach, this paper reveals the impact of food festivals in cities and tourist behaviors. According to the findings, the food festival research trends are about "food festivals,” "slow food festivals” and "local food festivals.” Factor analysis is one of the most common analyses in this type of research. Other studies could use the findings and limitations to select appropriate themes and analysis approaches for their research topics.Research limitations/implicationsResearch data sets are mainly from articles that may not account for all actual trends during this pandemic.Originality/valueThis review expects to provide insights into food festivals and help future researchers to recognize several research gaps such as the lack of research on food festival manufacturers and producers or the consistency in visitors' aspect research of quality service, visitors' loyal intentions, satisfaction and culinary experience. The tourism industry can find research trends of food festivals and issues following COVID-19 to find their management styles to fit the context of the post-COVID-19 pandemic, facilitating organizing a safe and effective food festival.

Transformative service research approaches for visitor experiences in major sporting events

PurposeThis research conceptualises the hallmark event, Melbourne Cup in Australia, as a major sporting brand experience. While numerous studies have explored consumer engagement and experiences in major sporting events, few research studies highlight the negative issues, such as alcoholism, gambling and violence, that may affect consumer engagement and experience. This article addresses the challenges and opportunities of providing immersive and transformative experiences through transformative service research (TSR) approaches when such negative issues are swirling around.Design/methodology/approachThe paper is conceptual. It uses the example of Melbourne Cup to illuminate aspects of the conceptual framework.FindingsThe article unpacks a myriad of positive and negative immersive brand experiences and contributes a conceptual framework to understand the sporting brand experience phenomenon and shows how authentically responsible marketing approaches can improve the sport spectator experience.Research limitations/implicationsInsights from the extended TSR framework presents implications for various organisations that are involved with strategic destination marketing approaches. It guides key stakeholders to engage in dialogue and collaborate in order to improve the attendee transformative experience. Inviting collaborators will facilitate the exchange of ideas that will improve event organisation. Consistent approaches among hospitality service providers would improve alcohol service and create a safe environment for attendees. The TSR framework guides players of the experience to engage in meaningful dialogue with a common goal to improve consumer wellbeing. Education and training therefore are key elements in the consumer sporting brand experience.Practical implicationsThe adapted TSR framework offers insights to destination marketers such as sporting agencies, tour operators and sporting organisations/clubs. Marketers may promote bigger sporting events and organise tours via travel agencies and ignore key elements that may influence attendee decision. Destination marketing organisations (DMOs) can use the framework to promote effective planning and the key initiatives that the iconic event is involved with. The framework can be used as a guide to manage similar international events. Events of major or mega size and international reputation need specific frameworks that address crowd behaviours of similar sizes.Originality/valueAn extended transformative service approach is being conceptualised for major sporting brand experiences. Practical implications are also highlighted for DMOs when raising the profile of city brands.

What counts, safety and security or hygiene? Suggestions on the reopening of major events under pandemic conditions in Germany

PurposeBetween 2020 and spring 2022, health safety was the new pressing concern among the risks at major events. It seemed that it – respectively hygiene as part of infection control – was as important as event safety if an event in Germany was to be approved. Problems aroused in terms of an equal implementation in practice. This article therefore addresses how safety and hygiene aspects interacted during event planning and implementation phases.Design/methodology/approachThe authors draw on qualitative data from a German research project. They use results from eleven semi-structured expert interviews and four field observations at major events. One guiding assumption in the content analysis is that there are major interrelations between event and health safety concepts, which become visible during planning and the implementation of event-related technical, organisational and personal measures.FindingsThe empirical data shows that hygiene is not perceived as an integral part of event safety, but rather as a disconnected pillar beside the "classical” event safety. This is reflected in an imbalanced attention as well as in separate, disintegrated concepts. This disconnectedness leaves room for unwanted interplays between event and health safety as well as potential legitimacy facades.Originality/valueMost studies to date focus on the effectiveness of hygiene concepts and impacts of COVID-19 on the event sector in general without taking a closer look at interactions between event safety and health safety.

Liquidity effects of COVID-19 in the European tourism industry

We examine the influence of COVID-19 on liquidity of the tourism industry in the UK, Europe and Spain. In the short run, the pandemic causes significant negative stock market reaction in the tourism industry. In the long run, the tourism industry recovers from the fall in returns due to the pandemic. Liquidity significantly decreases due to COVID-19, for the UK, European and Spanish tourism markets, even when we encapsulate the influence of stock prices, trading volume and volatility. Our findings suggest that European equity markets have declined in efficiency due to the pandemic in the tourism industry. Our empirical analysis has important implications for policy makers. Tourism recovery strategies from the pandemic are required with immediate effect in order to restore the valuation of the tourism companies, given that the negative stock price reaction and lack of liquidity significantly reduces market value of the tourism firms across Europe. In order for the tourism industry to fully recover from COVID-19, investors need to have the confidence to buy large volumes of tourism company stocks, which will increase the price and liquidity, leading to a substantial increase in market capitalization.

Post-pandemic intention to participate in the tourism and hospitality (T&H) events: an integrated investigation through the lens of the theory of planned behavior and perception of Covid-19

PurposeThis paper aims to predict the post-pandemic intention of Indian consumers to participate in tourism and hospitality T&H events by incorporating the perception of Covid-19 (PCOV) into the theory of planned behavior (TPB). It also examines the relationship among attitude, subjective norm, perceived behavioral control, behavioral intention and PCOV.Design/methodology/approachThis research employed a quantitative research technique, with data collected using an online questionnaire-based survey from August 23 to October 29, 2021. The sampling approach is convenient, and the sample of this study is comprised of individuals who follow events pages on social networking sites.FindingsThe findings of SEM revealed that the proposed model has better explanatory and predictive power. The path analysis showed that all the variables of the TPB are significantly and positively associated with the post-pandemic intention to participate in the T&H events. However, the PCOV is negatively associated with the post-pandemic intention.Research limitations/implicationsThe results of this study give an idea about the post-pandemic intention of Indian consumers to participate in T&H events. The results of this study revealed important practical implications for event management organizations, travel agencies that deal in events, the T&H industry, tourism planners and other stakeholders, as these findings may be used to develop effective marketing strategies.Originality/valueThere has been a lot of research on TPB in the context of coronavirus, but to the best of the authors' knowledge, there is a gap in the literature regarding the intention to participate in T&H events. Hence, this research fills that gap.

Volatility spillovers among major tourism stock indices during Covid-19 pandemic

This paper examines the dynamics of volatility spillovers among five major tourism stock indices during the Covid-19 period. Our paper enriches the current literature as it is the first paper to investigate the volatility spillovers among major global tourism stock indices by adopting Diebold and Yilmaz (2012. Better to give than to receive: Predictive directional measurement of volatility spillovers. International Journal of Forecasting, 28(1), 57–66. ), and Barunik and Krehlik (2018. Measuring the Frequency Dynamics of Financial Connectedness and Systemic Risk. Journal of Financial Econometrics, 16(2), 271–296.) time and frequency domain methods. Results suggest that total spillovers of the tourism stock indices rose significantly during the pandemic. Turkey and Italy are net volatility spillover transmitters, and others are net volatility spillover receivers. Findings of this study also indicates that the effect of volatility transmission among tourism stock markets is temporary (short-lasting). The results suggest that short-term investors and portfolio managers should avoid investing in the tourism indices in the short term.

Exploring crucial social media marketing factors for improving customer satisfaction and customer loyalty in bed and breakfast sectors in Taiwan

PurposeThe Bed and Breakfast (B&B) enterprises generally lack sufficient human resources and time to conduct research on important social media marketing factors for visitors' satisfaction and visitors' intentions. Therefore, this study aims to provide crucial social media marketing and factors and service quality elements for improving customer satisfaction and customer loyalty in B&B sectors. This study also provides some recommendations for attracting more visitors and increasing customer satisfaction and customer loyalty through social media.Design/methodology/approachFirst, social media marketing factors and service quality elements were identified through the systematic literature review. Then these identified factors and elements were used to design a survey questionnaire for collecting data. The research data included responses of 64 B&B enterprises and 625 customers. The collected data was analyzed by feature selection approaches including Decision Tree algorithm and Information Gain to identify the key factors for improving customer satisfaction and customer loyalty.FindingsThe findings of this study determined that featured choice is an important social media marketing factor, and assurance is the common service quality element for both B&B enterprises and their customers in terms of satisfaction and loyalty.Originality/valueThis study adds a value to the growing literature on customer satisfaction and loyalty in B&B sectors by exploring key social media marketing factors and service quality elements. The study reveals several implications for theories and practices. The findings hopefully help B&B enterprises better social media marketing with less workforce and budget.

When the Future is Now: An Experimental Study on the Role of Future Thinking and Affective Forecasting in Accommodation Decision-Making

When people make travel decisions, they consult their imagination, considering how they would feel in the respective travel situation. Both, researchers who examine this phenomenon and practitioners executing it, commonly hold the vague assumption of an evaluative cognitive process that enables tourists to factor such information into their decision-making process. The nature and functioning of such a process is largely unknown. The authors suggest that travelers, often subconsciously, mentally simulate future hotel stays and predict future feelings to inform their decision-making, a process referred to as affective forecasting. Executing an experimental design, the authors show that actively engaging in episodic future thinking to trigger affective forecasting increases travelers' intentions toward holiday accommodations. This effect is mediated by hotel trust and risk perception, demonstrating that affective forecasting is an effective way for regaining tourists' trust and reducing their perceived risk during a pandemic. Contributions to theory and practical implications are discussed.

Guest editorial: Special issue introduction repurposing and repositioning events: real, responsible and revolutionary futures

Findings revealed that hygiene is not perceived as an integral part of event safety, but rather as a disconnected pillar beside traditional event safety measures and that event and health safety measures strongly influence each other, both positively, but often also negatively as event organisers are often concerned with how to get their events successfully through the approval process rather than focussing on the safety aspects. Acknowledging the prevalence of disability in its various forms in society and highlighting the fact that existing research exploring inclusive events and disabled people as event participants focuses mostly on the challenges faced by attendees, the author offers a refreshing perspective by exploring the potential that these events have and the opportunities they bring to people with disabilities and the wider community. [...]the author embraces the argument suggested in the call for papers of this special issue that events provide opportunities to determine new paths, make the future less fearsome, allow more positive outcomes and uses this description to define what they propose to be "revolutionary futures”. In an exploratory case study inspired by a hermeneutics approach and combining different methods of data collection, the author explores the perspectives of attendees, volunteers, event staff and organisers to investigate if the event can indeed create revolutionary futures.

Future time perspective and leisure activities during the COVID-19 pandemic period

This study examines the effect of future time perspective and risk attitude on leisure activities during the COVID-19 pandemic period, using the data from the 2020 Taiwan Social Change Survey. We show that people with high future time perspective tend to reduce the frequency of out-of-home leisure activities, whereas increase at-home online activities. The results indicate that, other than risk consideration, how people sense time plays a crucial role on the choices of leisure activities.

The elephant in the Zoom: the role of virtual safaris during the COVID-19 pandemic for conservation resilience

The economic turmoil and restrictions on human movement precipitated by the COVID-19 pandemic severely impacted conservation efforts. Many conservation actors rapidly implemented various adaptive measures in response to the cessation of the nature-based tourism industry, the primary revenue source for much of conservation in sub-Saharan Africa. This timely preliminary study examined the innovative use of virtual safaris, a form of virtual nature-based tourism, as an adaptive response to the crisis. Eight in-depth semi-structured interviews and two written responses from a range of ‘conservation operators' provided insight into motivations, benefits, and challenges associated with using virtual safaris. This novel study found three mechanisms through which virtual safaris helped to alleviate the effects of COVID-19 with the potential to develop conservation resilience: 1) as a stopgap measure, 2) for revenue diversification, and 3) as a means of scaling ecosystem services. Virtual safaris provided a critical lifeline for conservation operators, created a new tool to connect with distant audiences, and strengthened relationships with donors. However, this research highlighted a need to re-evaluate the role of sustainable tourism within conservation, with transformative changes essential to enhance future conservation resilience.

Festival hiatus, resilience and innovation during COVID-19: learnings from the Edinburgh festivals

PurposeIn this paper, the authors explore how Edinburgh's key Festivals have adapted to the COVID-19 pandemic. Their response presents the emergence of more innovative festival delivery models and a different imagining of the festival space.Design/methodology/approachThe authors use a qualitative mixed methods research design involving 13 in-depth semi-structured interviews with Edinburgh's Festival Directors and other cultural and policy stakeholders as part of a University-funded stand-alone research project. The interviews were supplemented with participant observation at festivals virtually and in-person to experience new and emerging formats of festival content delivery, adherence to Scottish Government guidelines on COVID-19 safety, and to experience attending festivals during a pandemic.FindingsThe authors present findings on how Edinburgh's Festivals have responded to Covid-19 and how they have adapted – and in some cases reimagined – their business models to survive.Originality/valueThe authors propose a new theoretical framework that establishes a model for how festivals can approach risk management within their business model, focused on the ‘3R's' – respond, resilience and reimagine –with communication and support being central to this framework.

Becoming immortal: future wellness and medical tourism markets

PurposeIs humanity heading to immortal living? If so, what areas of society are playing an active role in achieving this? In order to understand this, the study explores the relationship between immortality and the wellness and medical tourism industry to seek potential relationships between them and ultimately, asks difficult questions about the growth of these tourism sectors and the potential need for greater regulation of them.Design/methodology/approachTaking a pragmatic philosophical approach and through the examination of refined information from secondary sources and published material and reports, the study presents original theoretical knowledge and a model exploring tourism and human immortality.FindingsThis paper argues that continued growth in the wellness and medical markets today could lead to a world where transhumanists and cyborgs are present in our world, even taking over from Homo sapiens. The study presents a model highlighting the potential role of wellness and medical tourism markets, illustrating the potential for future consumer services that could further fuel the search for immortality. Thus, how such markets and consumer desires are (in)directly supporting humanities desire for (non-human) immortal existence.Originality/valueToday, individuals are driven by wellness practices and medical and cosmetic desires and are willing to travel the globe in search of companies who are either capable of carrying out the desired procedures or seeking prices more affordable to them. This research offers novel insights into these complex relationships and maps the affiliation between wellness and medical practices and the concept of immortality.

Contingency Approach for Tourism Industry:The application of China model in crisis management during the outbreak and pandemic of COVID-19

Starting in late 2019, an unexpected crisis, the outbreak of COVID-19, began to affect China's economy. Among the businesses most severely impacted have been those in the service and tourism industries. Some firms have been strongly affected due to industry's characteristics, such as the mobility of tourists. In references to what has been accomplished in this battle, the term ‘China model' has been used to describe the nation's effectiveness in preventing industries from collapsing. In this paper, by illustrating the situation of the Chinese tourism industry, a predictive evaluation concerning the COVID-2019 outbreak's impact on the entire tourism industry is expected to obtain. This investigation identifies three key factors affecting the success of the China model in tourism crisis management (CMTCM). Finally, the paper also constitutes an evaluation of the possibility of replicating the CMTCM in conclusions to provide a reference for future relevant studies.

Drivers of employment effects in tourism-related sectors: the case of Mainland China

PurposeTourism is a labor-intensive sector with extensive links to other industries and plays a vital role in creating employment. This study aims to propose a new framework to analyze the intrinsic structure of the employment effects of tourism-related sectors and their drivers.Design/methodology/approachThis study uses input–output and structural decomposition analysis (IO-SDA) to quantify the employment effects of tourism-related sectors and their driving mechanisms based on China's I-O tables of 2002, 2007, 2012 and 2017.FindingsThe results show a declining trend in the intensity of direct or indirect employment effects in tourism-related sectors, indicating a decreasing number of jobs directly or indirectly required to create a unit of tourism output. Among tourism-related sectors, catering has the highest intensity of indirect employment effects over the study period. Catering stimulates the indirect employment of agriculture, forestry, animal husbandry, fishery and food and tobacco manufacturing. The decomposition analysis reveals that final demand is the largest contributor to the increase in tourism employment, while technological progress shifts from an employment-creation effect in 2002–2012 to an employment-destruction effect in 2012–2017.Originality/valueThis study proposes a new analytical framework to investigate the structural proportional relationship between the direct and indirect employment effects of various tourism-related sectors and their dynamic changes. Doing so, it provides valuable references for policymakers to promote tourism employment.

Social support to mitigate perceived risk: moderating effect of trust

During a crisis period, the transmission of travel information is faster than ever via social media (Wut, T. M., Xu, J. B., & Wong, S.-m. (2021). Crisis management research (1985–2020) in the hospitality and tourism industry: A review and research agenda. Tourism Management, 85, 104307). Social media influencers provide opportunities to mitigate perceived risk and rebuild travel confidence. Based on both customer socialization theory and dual-process theory of cognitive reasoning, we propose that trust would moderate the relationship between social support from social media influencers and perceived risk. The research model was tested using 738 questionnaires collected from Chinese social media users. Findings from statistical analyses have shown significant relationships among the research variables, and the moderating role of cognitive and affective trust was supported. Our findings could provide implications regarding how to utilize social media influencers wisely to mitigate perceived risk in the post-COVID-19 period.

Tourism entrepreneurship in rural destinations: measuring the effects of capital configurations using the fsQCA approach

PurposeThe purpose of this study was to investigate the causal configuration effect of the determinants of tourism entrepreneurship in rural tourism destinations based on the capital framework.Design/methodology/approachThe data for this research were collected from a sample comprising 140 rural enterprise owners in China and analyzed via fuzzy-set qualitative comparative analysis.FindingsAll the investigated capital factors were relevant to tourism entrepreneurship, although they only facilitated tourism entrepreneurship when combined. It was observed here that four capital configurations promoted tourism entrepreneurship in rural destinations, highlighting the multiple paths toward rural tourism entrepreneurship. The human and physical capitals of entrepreneurs were key to tourism entrepreneurship.Practical implicationsIt is relevant for entrepreneurs and managers to realize that there are multiple strategies for promoting tourism entrepreneurship in rural destinations. The four capital configurations revealed here offer guidelines for evaluating the potential and possibility of rural tourism entrepreneurship. Local managers and governments must prioritize human and physical capitals when the venture capital and resources are limited.Originality/valueFirst, the findings of this study deepened the understanding of the factors influencing tourism entrepreneurship using the capital framework. Second, it revealed that capital configurations determined tourism entrepreneurship and that existence and interactions of the various forms of capital affect rural entrepreneurship. Third, this study revealed that the success of tourism entrepreneurship depends on the entrepreneur's ability to combine the various forms of capital and resources.

Uneven domestic tourism demand in times of pandemic

This study investigates the short-run impact of the COVID-19 pandemic on the number of domestic overnight stays at the regional level in the summer season 2020. Official data for 65 regions in four countries are used for the analysis (Austria, the Czech Republic, Germany and Switzerland). Dynamic panel data models are employed to estimate a tourism demand equation (real GDP and price fluctuations) augmented by average temperatures. Estimation results reveal that domestic overnight stays evolve unevenly in the first summer after the outbreak of the COVID-19 pandemic. The short-run effects show that the number of domestic overnight stays in densely populated regions decreases by 27% in July as well as in August 2020, in comparison with the same months in previous years, ceteris paribus. To the contrary, there is a surge of 27 and 10%, respectively, for sparsely populated areas in the same months.JEL: Z3, R11 and R12.

The digital skills divide: evidence from the European tourism industry

PurposeThis paper aims to present the findings from a European study on the digital skills gaps in tourism and hospitality companies.Design/methodology/approachMixed methods research was adopted. The sample includes 1,668 respondents (1,404 survey respondents and 264 interviewees) in 5 tourism sectors (accommodation establishments, tour operators and travel agents, food and beverage, visitor attractions and destination management organisations) in 8 European countries (UK, Italy, Ireland, Spain, Hungary, Germany, the Netherlands and Bulgaria).FindingsThe most important future digital skills include online marketing and communication skills, social media skills, MS Office skills, operating systems use skills and skills to monitor online reviews. The largest gaps between the current and the future skill levels were identified for artificial intelligence and robotics skills and augmented reality and virtual reality skills, but these skills, together with computer programming skills, were considered also as the least important digital skills. Three clusters were identified on the basis of their reported gaps between the current level and the future needs of digital skills. The country of registration, sector and size shape respondents' answers regarding the current and future skills levels and the skills gap between them.Originality/valueThe paper discusses the digital skills gap of tourism and hospitality employees and identifies the most important digital skills they would need in the future.

Sustainable luxury: from an oxymoron to a tautology – the case of the Indian luxury hospitality industry

PurposeIn the context of heightened awareness and understanding of responsible tourism, it has become increasingly imperative for luxury hotels to introspect on the impact of their operations on environmental and social sustainability. This study aims at examining the prevalence and growth of sustainability practices in the Indian luxury hotel segment as it increasingly competes on a global platform.Design/methodology/approachThe research approach adopted in this paper is qualitative and emic. Primary data is gathered for the study through semi-structured interviews with select luxury hotel general managers from four hotel chains of Indian origin – ITC Luxury Hotels, Oberoi Hotels and Resorts, Taj Hotels and Palaces and The Leela – to gain an insight into sustainability initiatives adopted in the Indian hospitality industry. Secondary research data regarding the eco-friendly, green measures implemented in these hotels is collected primarily from the websites of the respective hotel chains and supplemented by review of academic literature, media articles, industry reports and company press releases.FindingsThe findings of the study reveal that Indian luxury hotel brands are increasingly adopting green products and integrating innovative sustainability practices in their day-to-day operations. However, several of these initiatives are in the non-customer-facing domains such as the engineering and back-of-the-house operations. Very few Indian hotel chains are building these sustainability initiatives into their core philosophy and embedding it in the front-line customer service experience at their properties to reinforce the green image of the hotels.Originality/valueThe paper also proposes the 6Cs Framework of Sustainability that can be utilised to categorise the green sustainable practices adopted in responsible hotels in a simplistic manner under six broad verticals. Practitioners, researchers and educationists in the hospitality industry would find the implications of this study useful in the context of a post-pandemic world where sustainability is influencing consumer choices across industries in today's eco-conscious and enlightened business and marketing environment.