Journal of Tourism Quarterly

Beyond the Virus: Exploring Socio-Demographic and Sustainability Drivers of Domestic Tourist Demand in Post-Pandemic Vietnam

Thuy Nhat Minh Vo — 2026-04-19

This study investigates the influence of sustainability, cultural engagement, and socio-demographic factors on domestic tourism demand in Vietnam during the post-pandemic recovery phase. Utilising quantitative data from 485 domestic tourists and Structural Equation Modelling (SEM), the research confirms that "Tourist Characteristics" (β=0.298) and "Impact of Tourism" on local economies (β=0.364) are significant positive drivers. The findings suggest an ethical shift toward responsible consumption in the Vietnamese market.

Negotiating Technological Legitimacy in Smart Ecotourism: Ethical Tension and Acceptance Thresholds

Ai-Shih Yang — 2026-04-19

This study examines how visitors assess the ethical legitimacy of data-driven technologies in smart ecotourism. Moving beyond instrumental acceptance models, the research conceptualizes ethical tension as evaluative ambivalence arising from competing judgments about conservation benefits and autonomy concerns. Survey data (N = 207) were analyzed using cluster segmentation and quadratic regression. The findings reveal a curvilinear relationship: moderate ethical concern supports acceptance when intervention is perceived as proportionate, whereas intensified concern reduces acceptance once a normative threshold is crossed. The results demonstrate that technological legitimacy depends not only on perceived usefulness but also on value-based judgments of ethical appropriateness. The study contributes to value-sensitive tourism research by positioning ethical evaluation as a boundary-setting mechanism preceding acceptance.

A Bibliometric Investigation of ‘Destination Social Responsibility’: Mapping Progress and Trends

AAQIB BASHIR — 2026-04-20

Destination Social Responsibility is an ethical framework that suggests an entity, whether an organization or an individual, will act for the greater good of society. The idea of Destination Social Responsibility surfaced in the Cape Town Declaration 2002 prompting scholars to investigate the association between tourism and social responsibility through a meticulous analysis of Destination Social Responsibility terminology. The progression of knowledge in all scientific fields is acknowledged to be a result of the contributions made by researchers over a prolonged period. Therefore, it is imperative to thoroughly review the accumulated knowledge to assess the subject's current status. In contrast to previous studies, this paper employs VOSviewer software to create bibliometric maps of destination social responsibility. The main objective of the proposed research project is to fully and completely identify and explain the numerous and varied research trends in the vast and extensive literature that relates to destination social responsibility. The VOSviewer software was used to evaluate 155 documents in total which were published in the Scopus indexed journals. Findings of the study reveal that developed and expanding economies are currently working on the growth and development of DSR and calls for more exploration of the phenomenon.

Redefining Guest Engagement: Future Trends and Transformative Strategies in Hospitality Marketing

Nagarjun Nayani — 2026-06-05

Abstract

The hospitality industry is changing because of the convergence of Artificial Intelligence (AI), Sustainability, and Extended Reality (XR). With rapidly changing technical expectations from guests, hospitality organizations are using AI for hyper-personalization, XR for immersive experiences for guests and employees, and sustainability for operational resilience and ethical alignment. Drawing upon current literature and industry case studies, the chapter discusses AI-driven innovations such as predictive analytics, chatbots, and smart CRM systems that increase service and delivery efficiencies. Sustainable design, ethical sourcing, and green operations powered by AI are simultaneously identified as strategic imperatives. XR technologies, meanwhile, are discussed as critical differentiators in marketing and workforce development, from virtual room tours to immersive training simulations. The chapter also introduces the concept of Gen Hospitality, which is the digital-native traveller who is ethically conscious and experience-driven. This study wraps up with a discussion of how AI-XR, tokenized ecosystems, and net-zero hospitality are emerging trends, as well as the high capital cost barriers, digital divide hindrances, and ethical governance struggles. This study gives a strategic framework for a resilient, future-ready, and guest-centric hospitality value chain.

Keywords: Artificial Intelligence, Sustainability, Extended Reality, Hospitality Innovation, Guest Personalisation

Nature Conservation and Opportunities for Local Community Involvement in Cave Tourism: Insights from Chirorodziva Calabash Festival, Chinhoyi, Zimbabwe

Odmell Chipungu — 2026-06-05

Globally, there has been a gradual realisation of the potential of caves in attracting tourists. Zimbabwe has a rich heritage of caves, with the Chirorodziva[1] Caves in Chinhoyi being the most prominent ones. Currently conservation and management of the of the Chirorodziva Caves are in the hands of Zimbabwe Parks and Wildlife Authorities. This authority is the sole beneficiary of proceeds from Cave Tourism around Chirorodziva Caves relegating local communities to spectators. However, the critical question for this paper therefore is what insights can be derived from a mere festival around the Caves such as Chirorodziva Festival to point at opportunities for local community and park authorities partnership in both conservation and management benefit sharing from Chirorodziva Cave Tourism. Study findings indicate that caves are very important to tourism if properly harnessed as it will improve the social and economic wellbeing of the host community and also in conservation of the biodiversity and the environment. The findings from this study are essential in fuelling the discourse on cave tourism and drawing relevant authorities’ attention to the need to accentuate and exploit the potential posed by Chinhoyi Caves as an alternative tourism resource for both management and local community benefit.

Constructing Erotic Heritage: Tourist Discourses, the Tourist Gaze and the Social Production of Meaning at Khajuraho Temples, Madhya Pradesh

Vipul Kumar Gautam — 2026-06-05

The Khajuraho Temples are famous across the world for their erotic carvings. This creates a complex tension between a sacred space and profane expectations. This study aims to explore how tourists actually perceive and articulate their experiences at such a sensitive heritage site. 1000 online reviews from TripAdvisor have been examined using qualitative content analysis. The findings show that the meaning of Khajuraho is not just fixed in the stone. Rather, it is actively constructed by society through digital discourse. A Discursive-Evolutionary Gaze Model (DEGM) is proposed to show that the tourist experience is a transformative journey. Visitors usually arrive with a pre-conditioned 'Erotic-Romantic Gaze'. However, they experience a cognitive shift mediated by interaction with the local human and environment interaction and interpretation. The initial curiosity quickly evolves into an 'Aesthetic-Sacred Gaze' where the eroticism is reinterpreted as art.

Furthermore, the results show strong cross-cultural differences. Indian tourists use discursive strategies like moral justification to manage cultural propriety. On the other hand, the foreign tourists engage with more direct curiosity. The study concludes that TripAdvisor acts as a digital feedback loop. The post-visit reviews of today build the anticipated gaze for the tourists of tomorrow. For practical management, the authorities must focus on guide certification to translate the taboo into philosophy and enforce hawker-free zones to protect the meditative tourist experience.