Academica Turistica Tourism & Innovation Journal – Revija za turizem in inovativnost Year 15, No. 2, August 2022, issn 2335-4194 https://doi.org/10.26493/2335-4194.15_2 177 Motives of Female Travellers for Solo Travel Rrezarta Ejupi and Zorana Medaric 187 Understanding Responsibility from the Tourist’s Perspective: A Hotel Context Petra Zabukovec Baruca, Zlatko Jancic, and Aleksandra Brezovec 203 Exploring Travel Behaviour Post-COVID-19: Towards a More Responsible Tourism Rehab El Gamil 217 Travellers’ Destination Attribute Preferences: A Choice-Based Conjoint (CBC) Analysis Meltem Altinay Özdemir 233 Descriptive Analysis of the Recent Advances of Film-Induced Tourism: Identi.cation of Strengths, Gaps and Opportunities Sara Nunes, Alejandro del Moral Agúndez, Julia Fragoso da Fonseca, Samiha Chemli, and Kang Jin Seo 249 A 7P Comparison between Restaurant Managers’ and Customers’ Post-COVID-19 Quality Expectations Marko Kukanja 265 Understanding Dissatis.ed Customers’ Expectations of Spa Service Quality Aswin Sangpikul university of primorska press Executive Editor Marijana Sikošek Editor-in-Chief Gorazd Sedmak Associate Editors Metod Šuligoj, Emil Juvan, Helena Nemec Rudež, and Mitja Gorenak Technical Editors Mariana Rodela and Peter Kopic Production Editor Alen Ježovnik Editorial Board Rodolfo Baggio, University di Bocconi, Italy Štefan Bojnec, University of Primorska, Slovenia Dušan Borovcanin, Singidunum University, Serbia Dimitrios Buhalis, Bournemouth University, uk Célio Gonçalo Cardoso Marques, Polytechnic Institute of Tomar, Portugal Frederic Dimanche, Ryerson University, Canada JohanR. Edelheim, Hokkaido University, Japan Doris Gomezelj Omerzel, University of Primorska, Slovenia Sotiris Hji-Avgoustis, Ball State University, usa Jafar Jafari, University of Wisconsin-Stout, usa, University of Algarve, Portugal Sandra Jankovic, University of Rijeka, Croatia Sonja Sibila Lebe, University of Maribor, Slovenia Sari Lenggogeni, Andalas University, Indonesia Mara Manente, Ca’ Foscari University of Venice, Italy Yoel Mansfeld, University of Haifa, Israel Tanja Mihalic, University of Ljubljana, Slovenia Jasna Potocnik Topler, University of Maribor, Slovenia Ljudevit Pranic, University of Split, Croatia Hiroaki Saito, Ritsumeikan Asia Pacific University, Japan Vinod Sasidharan, San Diego State University, usa Marianna Sigala, University of South Australia Marios Sotiriadis, Ningbo University, China Mislav Šimunic, University of Rijeka, Croatia Andreja Trdina, University of Maribor, Slovenia Miroslav Vujicic, University of Novi Sad, Serbia Suosheng Wang, Indiana University-Purdue University Indianapolis, usa Indexed in Scopus, Erih Plus, cab Abstracts, ciret, ebsco, and EconPapers. Published by University of Primorska Press University of Primorska Titov trg 4, si-6000 Koper E-mail: zalozba@upr.si Web: http://www.hippocampus.si Editorial O.ce Academica Turistica Faculty of Tourism Studies – Turistica Obala11a, si-6320Portorož,Slovenia E-mail: academica@turistica.si Web: http://academica.turistica.si Subscriptions The journal is distributed free of charge. For information about postage and packaging prices, please contact us at academica@turistica.si. Copy Editor Susan Cook Cover Design Mateja Oblak Cover Photo Alen Ježovnik Printed in Slovenia by Grafika 3000, Dob Print Run 100 copies Academica Turistica – Revija za turizem in ino­vativnost je znanstvena revija, namenjena med-narodni znanstveni in strokovni javnosti; izhaja v anglešcini s povzetki v slovenšcini. Izid publikacije je financno podprla Agencija za raziskovalno de­javnost Republike Slovenije iz sredstev državnega proracuna iznaslova razpisazasofinanciranje do-macih znanstvenih periodicnih publikacij. issn 1855-3303 (printed) issn 2335-4194 (online) Motives of Female Travellers for Solo Travel Rrezarta Ejupi rrezarta.ejupi9@gmail.com Zorana Medaric Science and Research Centre Koper, Slovenia zorana.medaric@zrs-kp.si The segment of solo female travellershasbeen growing fast from year toyear and is becoming an increasingly important tourism segment. When women travel alone, theywantmorethanjusttotravelfromoneplacetoanother. Theyareoftenlooking for independence, personal growth, new experiences, adventure, connecting with others, and an escape from routine. The aim of this paper is to investigate the main motivesforindependenttravelamongSloveniansolotravellersthroughquantitative and qualitative research. Based on the literature review, the motives were divided accordingtothreedifferentdimensions:psychological,culturalandpersonal.Inour analysis, we found that while all three groups of motives are important, Slovenian female independent travellers attach the greatest importance to the psychological motive, i.e. they see independent travel primarily as a time to fulfil their own needs and desires,gain confidence and independence or withdraw from everydaylife. Keywords: solo female travel,motives, independent travel https://doi.org/10.26493/2335-4194.15.177-185 Introduction Recent literature (Chiang & Jogartnam, 2006; Junek et al., 2006; McNamara & Prideaux, 2010; Pereira & Silva, 2018; Yang, 2020) suggests that solo travel is one of the fastest growing segments in the tourism market. Today, wecan observea declinein pack­age holidays and an increase in solo travel, mainly due to the higher demand for holiday flexibility. The rise in solo travel reflects the changing demograph­ics and lifestyles of modern society, characterised by individualism and high levels of consumerism (Hyde & Lawson, 2003; Laesser et al., 2009). Independent travelbywomenisnotanewphenomenon,aswomen have been travelling and exploring the world for cen­turies (Junek et al., 2006). Still, women’s participa­tion in tourism and leisure activities has increased significantly over the past 20 years (Jordan & Gib­son, 2005). The increase in solo female travellers has contributed significantly to the growing segment of solo travel (Yang, 2020). According to travel indus­try statistics, there has been a 131. increase in the number of Google searches online for ‘solo travel’ be­tween 2016 and 2019 and 84. of all solo travellers are women (https://www.condorferries.co.uk/solo-travel -statistics). Solo travellers are often characterised by their cu­riosity and desire to learn about cultures other than their own. They are oftendrivenand excited to ex­plore new ways of life and new experiences. Some of them prefer to stay with locals instead of booking a hotel in order to immerse themselves in the culture. Solotravelgivesthemtheopportunitytointeractwith people from other cultures, religions, countries, etc. Solo travel also allows them to make their own deci­sions about activities and travel plans without having tocompromise.Often,womentravellingaloneexperi- enceasenseofpersonalpowerthattheydidnotknow they had before (Osman et al., 2020). Understanding the motives for tourism travel is crucial for various institutions planning tourism de­velopment or for tourism providers. Nowadays, com­petition in the tourism market is very strong, so it is necessary to follow constant changes and trends (Mahika, 2011). Therefore, the aim of this article is to examine the motives of female solo travellers as an important segment in the travel market, focusing on different dimensions of motivation. Literature Review Solofemaletravelhasbecomeanincreasinglypopular phenomenon (Chiang & Jogaratnam, 2006). There­fore, it is not surprising that since the late 1990s, an increasing number of studies have been conducted on female solo travellers in tourism, showing that fe­male solo travellers are in search of self-affirmation, identity, and other experiences. Research also shows thatwomentravellingalonesometimesfaceunwanted male attention, violence, and sexual harassment. This growing phenomenon of female solo travel has also been studied to understand travel motivations (Chi­ang&Jogaratnam,2006;McNamara&Prideaux,2010; Wilson & Little, 2005, 2008; Seow & Brown 2018; Os-manetal.,2020). Thisacademicworkhashighlighted the characteristics of female solo travel, motivation, experiences of empowerment and perceptions of risk (Wilson & Harris, 2006; Harris & Wilson, 2007; Wil­son & Little, 2008; Jordan & Gibson, 2005; Chiang & Jogaratnam, 2006; Jordan & Aitchison, 2008; Mc­Namara & Prideaux, 2010; Yang et al., 2019; Seow & Brown, 2018; Osman et al., 2020). A review of the general classifications of travel motives shows that they mostly include cultural, re­ligious, physical, personal and psychological compo­nents (World Tourism Organisation, 1994; Pearce & Lee, 2006; Swarbooke & Horner, 2007; United Na­tions, 2008, Middleton et al., 2009). For example, one of the widely used classifications of travel mo­tives is that of Swarbooke and Horner (2007), which distinguishes between psychological motives (relax­ation,health,sunbathing,etc.),emotionalmotives(ro­mance,nostalgia, adventure,escape, spirituality), per­sonal motives (visiting relatives and friends, meeting new people), developmental motives (learning), sta­tusmotives(fashion,exclusivity),andculturalmotives (sightseeing, learning about new cultures). Themotivesofsolofemaletouristsvaryandchange over thelifecourse(Gibson et al., 2012). Important motivesincludeseekingphysical,emotionalandspiri­tualfulfilment,self-confidence,empowerment,asense of power (Wilson & Harris, 2006; Harris & Wilson, 2007)andgettingoutofone’scomfortzone(Wilson& Little, 2008). Pereira and Silva (2018), who developed a conceptual framework that relates women’s travel preferences to tourism experiences, link independent women’stravelexperiencestothe ‘desiretolearn,self-development, to challenge oneself, to find a sense of identity and autonomy, to meet new people, and to experience new life and adventure moments’ (p. 137). They also emphasise the desire to experience a dif­ferent cultural context than the one they are used to. Chiang and Jogartnam (2006) found that it is impor­tant forsolotravellers toexperienceanewculture, acquire new knowledge,andmeet people with similar interests.Phillips(2019)highlightsthelearningoppor­tunities and transformative aspect of travel through interaction with other cultures. Based on the literature review (Wilson & Harris, 2006; Chiang & Jogartnam, 2006; Harris & Wilson, 2007;Wilson&Little,2008;Bond&Falk,2012;Pereira & Silva, 2018; Phillips, 2019; Seow & Brown, 2018; Os­man et al., 2020; Yang, 2020), we focus on three di­mensions of motives that are most frequently high­lighted, namely psychological, cultural and personal motives: • psychological motives (desire for adventure and adventures, escape from routine, change of en­vironment, gaining independence and self-con­fidence), • cultural motives (sightseeing, attending events, visitingmuseumsandgalleries,tastinglocalfood, learning about local culture), • personal motives (visiting relatives and friends, meeting new people, learning new skills, per-sonalgrowth, searching for identity). Although these motives may overlap in practice, they are presented independently for the purposes of this article. Psychological Motives At the core of independent travel is the ideology of independence, autonomy, and freedom. Through the journey the traveller creates an independent and self-sufficient sense of self (Phillips, 2019). For women, travel often represents an opportunity to enter new spaces away from familiar contexts and people. Many womenchoosetotravelindependentlyafterlifechan­ges such as divorce, widowhood, graduation, and job loss becauseitallows them timeto satisfy their own needsand desiresby creatingtheir own schedulesand pursuing their own interests. Travelling alone enables awomantoundertakeameaningfuljourneyin which she seeks physical, emotional and spiritual fulfilment (Wilson & Harris, 2006; Harris & Wilson, 2007; Wil­son & Little, 2008). Inwomen’ssolotravel,itisimportanttoemphasise theaspectofempowermentandthesenseofautonomy and independence. Women travel primarily because theyhavetherighttomaketheirowndecisions,main­tain control over their actions, and meet new people. Theirtravelexperiencefocusesonself-confidenceand independence.Solotravelhelps womendealwith the problems they encounter on their own. Overcoming fearsandmeetingchallengesandobstacleswhiletrav­ellingleadstogreaterpersonalgrowth,self-confidence and a sense of power (Wilson & Harris, 2006; Harris &Wilson, 2007). Cultural Motives Another important aspect of female solo travel is dis­covering and exploring other cultures and learning about their ways of life. This includes sightseeing and attending events, as well as tasting local gastronomy. Women travel not only to see different places, but also to gain new knowledge and experiences. They alsowanttolearndifferentwaysofthinkingabout the world. Experiencing culture is often one of the main motivesfortravellingalone,asitprovidestheopportu­nitytohaveindependentexperiences(Chiang&Joga­rtnam,2006).Thismotiveisalsooftenlinkedtoissues ofidentity. Thewayfemaletravellersseethemselvesis an important motive for cultural solo travel as the re­lationshipbetweenthetravellerandthehostcultureis crucial and also related to their self-identity (Bond & Falk,2012). Theindependenttravellerwantstoescape from everydaylife with her travelsand seeks new cul­tural frameworks that are different from those she is used to (Crompton in Pereira & Silva, 2018). Personal Motives One of the characteristics of female travellers is the desire to meet other people and interact with other travellers and locals. On such trips, it is easier to meet newpeopleandmakefriendsasyouarefarawayfrom the possible pressuresyou face in your home environ­ment. This helps women to develop confidence and social skills. For women, independent travel is there­fore also a means of personal growth and searching foridentity.Apartfromenhancingself-confidenceand independence, women also improve their social skills on such trips. These acquired skills are transferred to other areas of their daily lives, both at home and at work (Wilson & Harris, 2006; Harris & Wilson, 2007; Phillips, 2019). Methods The aim of thestudy was toobtaindataonthe mo­tives of independent female travellers. The data was obtainedthroughquantitativeandqualitativeresearch –aquestionnaireandinterviews.Thesurveywascon-ducted online from May 5 to August 5, 2020 using the 1ka online survey tool. The survey was shared through the social network Facebook; more specifi­cally, the survey was posted to six travel groups. 239 female respondents were included in the sample. For each question, only valid responses were considered for analysis. The questionnaire for the survey was based on the literature read. It consists of five demographic ques­tionsandthreesetsofstatementsabout themotivesof independent travel. Respondents had to express their agreement or disagreement with the statements using a Likert scale (level 1 to 5). In addition, semi-structured interviews were con­ducted with eight travellers to get a more detailed picture of travel motives. The respondents were ob­tained with the help of a questionnaire. Those who were willing to participate in the interview provided their contact details (email address). All interviews were conductedremotelyvia videoconnection(Face­book Messenger, Skype and Facetime). Ethical guide-lineswerefollowed:participantswereinformedofthe aim of the project and were assured that confidential­ity would be maintained. The topics of the interviews included history of solo travels, preparation for the travel, routine on a typical solo travel, main motives for the solo travel, safety issues, and positive and neg­ative aspects of solo travel. The interviews were semi­structured andlastedan average of 35 minutes, while their transcription took twice as long. The interviews were transcribed and analysed according to the rules for analysis and interpretation of qualitative data. Results Table 1 shows the age of respondents. The average age of our respondents is 30.1 years. As many as 49. of respondentsbelongtotheagegroupbetween22and28 years. 16. of all respondents belong to the age group between 29 and 35 years. Only 12. of respondents are undertheageof22,while22.ofrespondentsareover the age of 35. The youngest respondent is 18 years old and the oldest is 68 years old. Table2(p. 181)showsthenormaldurationofasolo trip, how often they travel. Most respondents, 42., travel alone for two weeks, while 37. of respondents travel between two weeks and one month. Of the re­spondents, 10. travel between one month and three monthsandonly1.oftherespondentstravelformore than half a year. Respondents who travel for less than two weeks were excluded from further analysis. The Table 1 Age of respondents q. How old are you? Valid ... Number of units ... Average ..... Standard deviation ..... Minimum .. Maximum .. majorityofrespondentstakeanindependenttriponce everytwoyearsor oncea year (78. overall). 15. ofall respondents go on an independent trip two to three timesayear,whileonly6.ofrespondentstravelmore than three times a year. The most frequently chosen accommodation,withasmanyas47.ofallresponses, is a hostel. Other frequently chosen accommodations are apartments at 17. and hotels at 16.. The fewest travellers use motels, only 2.. In our research, three dimensions of motives in particular proved to be important, which are pre­sented in this paper: psychological, cultural and per­sonal. The sentences measuring different dimensions of motives were clustered into three groups forming three indexes that were verified for internal validity with Cronbach’s alpha and an average for the index as awhole wascalculatedaswell. Respondents expressed their agreement or dis­agreement with the statements by circling a number from 1 to 5 for each statement, representing the level of importance in their decision to take the last inde­pendenttrip. Thismeans1 –Idisagreecompletely,2 – Idisagree,3–Iamneutral,4–Iagree,5–Icompletely agree. Table3(p.181)showstheagreementofrespondents with claims about psychological motives. 82. of re­spondentsagreedwiththestatementthatsolotravelis a timeto pursueyour own needs and desires. Slightly less, 81., agreed or fully agreed that a change of envi­ronment is important to them when travelling alone, while 79. of respondents agreed or fully agreed that theyprefertotravelduetodisconnectingordeparture from everyday life. 66. of them expressed that they feel more confident and independent when travelling solo. Table 4 (p. 182) shows the agreement of respon­dents with claims about cultural motives. Respon­dents mainly agreed with the statements related to the cultural motives. A total of 83. of respondents agreeor completely agree thatthey like to getto know the culture and way of life of other people during their travels. Slightly fewer, 82., agree or completely agreethattheyenjoyseeingthesightsattheirdestina­tion. 81. of all respondents agree or completely agree with the statement about tasting local food, while Table 2 Average Duration of a Solo Trip and How Often They Travel Solo Questions Answers (.) (.) (.) q. Normal duration of your solo trip? Less than two weeks .. . . Two weeks ... .. .. Morethantwoweekstoonemonth .. .. .. More than one month to three months .. .. .. More than three months to half a year . . .. Morethanhalfayear . . ... Morethanoneyear . . ... Total ... ... q. How often do you travel solo? Once in two years .. .. .. Once in a year .. .. .. . to . times a year .. .. .. More than . times a year .. . ... Total ... ... Notes Column headings are as follows: (1) frequency, (2) percentage, (3) cumulative percentage. Table 3 Psychological motives Sub-questions Answers (.) (.) (.) . . . . .Total q.a I prefer to travel solo because of discon-n . .. .. ... .. ... ... ... .... necting, withdrawal from everyday life. . . . .. .. .. ... q.b Thechangeofenvironmentisimportantto n . . .. ... .. ... ... ... .... me on my solo journey. . . . .. .. .. ... q.c When I travel alone, I feel more confident n . .. .. .. .. ... ... ... .... and independent. . . . .. .. .. ... q.d Travelling alone is a time to fulfil my own n . . .. .. .. ... ... ... .... desires and needs. . . . .. .. .. ... Notes Column headings are as follows: (1) number of units, (2) average, (3) standard deviation. Cronbach’s alpha = 0.809, index average = 4.0. 69. of respondents agree or completely agree with the statement about attending cultural and entertain­ment events. Just over half of all respondents (53.) agree/completely agree with the statement about vis­iting museums and galleries. Table5(p. 182) shows theagreement of respon­dents with claims about personal motives. The state-mentaboutbroadeninghorizons,exploringandlearn­ingnewthingsontheroadreceivesthehighestlevelof agreement (86.), with 73. of all respondents agree­ingorcompletelyagreeingwiththestatementthatthey enjoy meeting new people while travelling, while 59. of respondents go on a trip in search of identity and personal growth. Respondents stressed the importance of discon­necting and retreating from everyday life, as it gives them time for themselves and their thoughts. When askedabout thechange ofenvironment anddiscon­nectingfromeverydaylife,ourrespondentsexpressed very high agreementand importance by saying: Table 4 Cultural motives Sub-questions Answers (.) (.) (.) . . . . .Total q.a Iliketovisitmuseumsandgalleriesonmy n .. .. .. .. .. ... ... ... .... travels. . . .. .. .. .. ... q.b I like to try local food on the trip. n . .. .. .. .. ... ... ... .... . . . .. .. ..... q.c I love getting to know the culture and way n . . .. .. .. ... ... ... .... of life of other people and nations. . . . .. .. .. ... q.d I like to see the sights at the destination. n . .. .. ... .. ... ... ... .... . . . .. .. ..... q.e I like to take part in cultural and entertain-n . .. .. ... .. ... ... ... .... ment events on my travels. . . . .. .. .. ... Notes Column headings are as follows: (1) number of units, (2) average, (3) standard deviation. Cronbach’s alpha = 0.809, average = 3.9. Table 5 Personal motives Sub-questions Answers (.) (.) (.) . . . . .Total q.a On the journey, I like to meet new people. n . .. .. .. .. ... ... ... .... . . . .. .. ..... q.b On the journey, I want to broaden my hori-n . . .. .. ... ... ... ... .... zons, explore and discover new things. . . . .. .. .. ... q.c I go on a journey in search of my identity n .. .. .. .. .. ... ... ... .... and personal growth. . . . .. .. .. ... Notes Column headings are as follows: (1) number of units, (2) average, (3) standard deviation. Cronbach’s alpha = 0.719, average = 3.9. It’sdefinitelyveryimportant.Like I said before, when you go out of your everyday life some­how and see other people’s way of life, you re-alise what’s important to you in life and what’s not. Through travel, I learned to appreciate the simplest things. [Nina, 34 years old] Travelsthusprovide aformofescapism and an op­portunity to relax in a different environment: Detachmentisveryimportanttome.WhenI’m on a trip, I don’t think about all the problems I have at home, or all the things I can do. On the journey, I take time for myself to relax and forgetabout worries. [Eva, 24 yearsold] Interviewees also stressed the importance of the senseofempowermentandself-confidencethatcomes from solo travel. The women rely on themselves to organise trips or solve problems, which in turn changes their self-perceptions. Inadditiontotheself-confidenceIgained,Ialso became more resourceful and independent. I don’t havetorelyonanyonelike myself to do something or solve a problem. Now I am more confidentin myself thatI can do something. [Travels] give freedom and [are] full of new ex-periences.Theyteachmealotaboutmyselfand the world in general. [Alenka, 27years old] Independent travel gives me more self-confi-dencetobe ableto planand travel without spe­cial parental accompaniment as we did when we were children. They change [sic] my whole thinking about myself, the people around me, theculturesandtheworld. [Maša,20yearsold] Competencies,suchasindependence,thatthetrav­ellers acquired on their journeys were often trans­ferred into their daily lives. The transformativeaspect oftravelwasoftenemphasisedby respondents.Thisis evident from quotes such as the following: You get extra confidence to go anywhere alone. In the past I didn’t go to the cinema alone, now I’ll go alone, it’s not a problem for me because I got usedtoit abroad. [Nina, 35 years old] I definitely gain a lot of self-confidence, I see thatI canstep out of my comfortzone andIam able to get myself out of a stressful or difficult situation. Ihavebecomemoreindependentand patient,because there is no oneelsetohelpyou andmakethingseasier.Andthat’sgoodbecause you see that you’re resourceful enough and can adapttodifferentsituations.[Tara,28yearsold] The findings are consistent with Wilson and Lit­tle (2005), who believe that travellers in general are looking for experiences that provide them with an es-capeandfreedomfromtheircomfortzone. According to Wilson and Harris (2006) and Wilson and Little (2008), challenges have a positive effect on the trav­eller, as overcoming these challenges while travelling leads to a strong sense of empowerment and a boost in self-confidence. In particular, independent travel greatly helped our travellers to increase their confi­dence and resourcefulness. It has also made the trav­ellers more confident in themselves and their abili-ties.Overcomingfears,challengesand obstacleswhile travelling leads to more personal development, self-confidence and a sense of strength. These acquired skillsaretransferredtootherareasofdailylife,bothat home and at work (Wilson & Harris, 2006; Harris & Wilson, 2007), highlighting the transformativepower of solo travel (Phillips, 2019). Our intervieweesshowed aninterest inthe culture of the destinations they visited. They emphasised the importance of learning about the local people, their culture, and their specialties. Learning about the local country,culture,history,andpeople,aswellaspartici­pating in cultural activities, are important elements of solo travel: EvenbeforeIgoonatrip,Ilearnabout thehis­toryofthecountryandtheirculture.ButIthink you really get to know a destination only when you actually visit it and get to know the people and meet their way of life. I met locals every­where, while visiting attractions, while taking public transport, and especially in the evening while visiting some bars. [Sara, 24 years old] On thetrip, I liketoexperiencethings that are typicalforthedestinationIamvisiting. Iliketo trytheactivitiestheyofferandexploretheircul­ture. I alsospendalotoftimewiththelocalsto getanin-depthpictureofthestateofthiscoun-try and not just what the media is portraying. [Nina, 35 years old] Attendingvariouscultural eventsalso allows them to gain a better insight into the destination: Iloveattendingeventsthathelpmeunderstand the culture of the destination I attend. When I was in Turkey, I attended an event in a city where some kind of competition took place, where men competed in different categories. There was also a lot of dancing and singing at the event. [Maša, 20 years old] An important part of visiting and getting to know the destination is also getting to know the techno scene of the destination. Sometimes mymainmotiveforvisitingisafestival,around which I then organise other activities. [Sara, 24 yearsold] AccordingtoChiangandJogartnam(2006),anim­ portant aspect of female solo travel is the exploration of other cultures. An important reason why women choose to travel independently is the relationship be-tweentravelandexperience.Theirgoalisnottotravel alone, but to gain skills and new experiences (Wil­son & Harris, 2006; Wilson & Little, 2008). Attending events on the trip proved to be an important aspect of understanding different cultures. Respondentsalsoexpressedastrongdesiretolearn newthings.Theydescribed howtheybroadenedtheir horizons in different ways by attending classes, work­shops, and events. I like to look at everything and try everything little by little. Above all, I want to broaden my horizons, to learn something new. Try some­thing new, experience, see as much as possi­ble, try local specialities, meet new people and have time to observe the surroundings. I give a lot more to experiences and memories than to something material. I like to enrich my soul. [Alenka, 27years old] I alwaysavoid hotelsandtouristattractionsand prefer to get to know more remote areas where you see real life and where there are local peo­ple. I attend some events, music events are al­ways a way to get to know people and culture. Another thing, of course, is street food. I also like to visit some historical or art museums, so you get to know the place you are in very well. [Tara, 28 years old] Getting to know people is something fundamental to their travels. They also explained where and how they meet new people. Yes,that’soneofmy mainmotivesforindepen-dent travel.Sofar,I have metmanyofthem at the destination where I spent the night, the owners of accommodation or other indepen­dent travellers. [Tara, 28 years old] Oneofthemainmotivesformy travelsismeet­ing people. They are easiest to meet in a hostel whereyoumeetotherindependenttravellers.If you are somewhere for a long time, you can go toalanguagecourseorotherworkshopsandget to know them there. Couchsurfing is also great forgettingtoknoweachother.[Alenka,27years old] This is in line with previous research. Namely, Pe­reira and Silva (2018) believe that travellers are highly motivated to learn and expand their knowledge thro­ugh travel experiences. Additionally, as Wilson and Harris (2006) say, one of the characteristics of trav­ellers is also the desire to interact, meet other people and build relationships. Conclusion Understanding travel motivations is one of the most important priorities in tourism today. In our study of independent female travellers, motives were classi­fied into three different categories: psychological, cul­tural and personal. Independent travellers, as an im­portant tourism segment, seek more than just travel, namely the desire for independence, learning, chal­lenges, meeting new people, new experiences, per­sonal growth and the search for identity (Pereira & Silva, 2018). Based on the analysis, we found that, in line with thepreviousresearch,thethreeselectedgroupsofmo­tives(cultural,personalandpsychological)areallrele­vantforSlovenianfemaleindependenttravellers. Still, they attach the greatest importance to the psycholog­ical motives, that is, they see independent travel pri­marily as a time to fulfil their own needs and desires andthewaytogainconfidenceandindependence.The change of environment and the aspect of disconnect­ing or getting out of the daily routine are also impor­tant for them. In relation to cultural motives, they like to learn about new cultures and ways of life, try local gastron­omy and attend various events during their travels. Personal motivessuch asbroadeningtheir horizons, discoveringandlearningnewthingsduringtheirtrav­els and meeting new people arealso very important. By providing the experiences of a unique segment of Slovenian women,our studycontributes to the cur­rent literature on solo travel by women and deserves the attention of suppliers interested in segmenting the market for independent women’s travel. Based on these findings, destination marketing teams can at­tract independent travellers by promoting psycholog­ical,cultural,andpersonalmotives.Promotionalcam­paigns couldemphasise themotivetoescape routine, themotivetochangeenvironments,themotivetohave new experiences, the motive to engage in cultural ac­tivities, and the motive to acquire new skills. Interpretation of the data may be limited by sev­eral factors. Our sample included only travellersfrom Slovenia, so our results cannot be generalised to all womentravelling alone.In addition,due to selective sampling, the results cannot be generalised to all solo femaletravellersfromSlovenia. Moreover,mostofour travellersweretravellingfor short periods of time and thereforedifferfromtravellerswhochoosetotravelfor longer periods of time. For further research, we sug­gest expanding the sample to include solo travellers who travel for longerperiods of time. It would also be useful to include travellersfrom differentcountries. References Bond,N.,&Falk,J.(2012).Tourismandidentity-relatedmo­tivations: Why am I here (and not there)? International Journal of Tourism Research, 15(5), 430–442. Chiang,C., &Jogaratnam,G. (2006).Why do women travel solo for purposes of leisure? JournalofVacationMarket­ing, 12(1), 59–70. Crompton, J. (1979). Motivation for pleasure vacation. An­nals of Tourism Research, 6(4), 408–424. Gibson,H.J., Berdychevsky,L., &Bell, H. L. (2012). Girl­friend getaways over the life course: Change and conti­nuity. Annals of Leisure Research, 15(1), 38–54. Harris,C.,&Wilson,E.(2007).Travellingbeyondthebound­ariesofconstraint:Women,travelandempowerment. In A. Pritchard, N. Morgan,I. Ateljevic, & C. Harris (Eds.), Tourismandgender:Embodiment,sensuality andexperi­ence (pp. 235–250). cabi. Hyde,K.F.,&Lawson,R. (2003).Thenatureofindependent travel. Journalof TravelResearch, 42(1), 13–23. Jordan,F., &Aitchison, C.(2008). Tourismand thesexual­isation of the gaze: Solo female tourists’ experiences of gendered power, surveillance and embodiment. Leisure Studies, 27(3), 329–349. Jordan,F.,&Gibson,H.(2005).We’renotstupid ... Butwe’ll not stay home either: Experiences of solo women travel­ers. TourismReviewInternational,9(2), 195–211. Junek, O., Binney, W., & Winn, S. (2006). All-female travel: What do women really want? Tourism, 54(1), 53–62. Laesser, C., Beritelli, P., & Bieger, T. (2009). Solo travel: Ex-plorative insights from a mature market (Switzerland). Journal of Vacation Marketing, 15(3), 217–227. Mahika, E. C. (2011). Current trends in tourist motivation. Cactus Tourism Journal, 2(2), 15–24. McNamara,K. E., & Prideaux, B. (2010).Atypology of solo independent women travellers. International Journal of Tourism Research, 12(1), 253–264. Middleton, V. T., Fyall, A., Morgan, M., & Ranchhod, A. (2009). Marketing in travel and tourism. Routledge. Osman, H., Brown,L., & Phung,T. M.T. (2020). Thetravel motivations and experiences of female Vietnamese solo travellers. Tourist Studies, 20(2), 248–267. Pearce,L.P., &Lee,U.I.(2005). Developing thetravelca­reerapproachtotouristmotivation. JournalofTravelRe-search, 43(3), 226–237. Pereira, A., & Silva, C. (2018). Women solo travellers: Moti­vations and experiences. Millenium, 2(6), 99–106. Phillips, B. (2019). The evolution of long-term independent travel. In B. Philips, Learning by going: Transformative learning through long-term independent travel (pp. 43– 66). Springer. Seow,D., & Brown, L.(2018). Thesolofemale Asian tourist. Current Issues in Tourism, 21(10), 1187–1206. Swarbrooke, J., & Horner, S. (2007). Consumer behaviour in tourism. Routledge. United Nations. (2010). International recommendations for tourism statistics 2008 (Studies and Methods, Series M, No. 83/Rev 1). Wilson, E., & Harris, C. (2006). Meaningfultravel: Women, independent travel and the search for self and meaning. Tourism, 54(2), 161–172. Wilson, E., & Little, D. (2005). A ‘relative escape’? The im­pact of constraints on women who travel solo. Tourism ReviewInternational,9(2), 155–175. Wilson, E., & Little, D. E. (2008). The solo female travel ex-perience:Exploringthe ‘geographyofwomen’sfear.’Cur­rent Issues in Tourism, 11(2), 167–186. World Tourism Organisation. (1994). Recommendations on tourism statistic. Yang, E. C. L. (2020). What motivates and hinders people fromtravellingalone?Astudyof soloandnon-solotrav­ellers. Current Issues in Tourism, 24(3), 1–14. Yang, E.C. L., Yang, M.J.H., &Khoo-Lattimore, C. (2019). The meanings of solo travel for Asian women. Tourism Review, 74(5), 1047–1057. Understanding Responsibility from the Tourist’s Perspective: A Hotel Context Petra Zabukovec Baruca University of Primorska, Slovenia petra.zabukovec@fts.upr.si Zlatko Jancic University of Ljubljana, Slovenia zlatko.jancic@fdv.uni-lj.si Aleksandra Brezovec University of Primorska, Slovenia aleksandra.brezovec@fts.upr.si Understandingresponsible touristbehaviour is critical fortourism operatorsif they expectbotheconomicandenvironmentalbenefits.Despitedecadesofacademicand practical studyofresponsibilityforthenaturalandsocial environment,it isstillun­clearwhois responsibleforimprovingthesituationin termsofsustainabledevelop­ment. This requires a deeper understanding of the concept of individual responsi­bility, which hasa behavioural, ethical, and responsebasis,that will be addressedin this paper. In a hotel context, we explore the concept of individual responsibility in the role of tourists’ ability to improve the state of the environment through changes in awareness and behaviour. Based on the relevant theories presented, we defined individual responsibility as a construct divided into four dimensions: personal re­sponsibility or norms (ethics and morals), awareness and knowledge, preference, and action-based responsible behaviour. Significant results on tourist responsibil­ity wereobtainedby factor analysisand a hierarchicalclusteringmethod to identify three different types of responsible tourists. We labelled them as actively responsi­ble, pragmatically responsible, and irresponsible tourists. The identified differences among the three types of (ir)responsible tourists allow for a better understanding of their motives and expectations, as well as better design of sustainable practices by tourism providers. Keywords: individual responsibility, tourist behaviour, hotel, sustainable tourism https://doi.org/10.26493/2335-4194.15.187-202 Introduction sponsible tourism remains largely unexplained. Re-As an international organization committed to the sponsible Tourism was defined as ‘making better pla-development of responsible and sustainable tourism, ces for people to live in and better places for people unwto has recently developed a Global Code of to visit’ at the 2002 Cape Town Conference. Respon-Ethics for Tourism, which is intended to promote sible Tourism requires that operators, hoteliers, gov-toleranceandrespectandencouragetheindustryto ernments,localpeopleandtouriststakeresponsibility adopt ethical values. The concept of ethical and re-and action to make tourism more sustainable (Euro-peanCommission,2012).While unwto believesthat thecodeservesasaguideforallstakeholdersinvolved in tourism development, it remains rather bland and unclear asto whatexactly is meantby anethical and responsibleapproach.GoodwinandPender(2005)ex­plainresponsibleandethicaltourismasabusinessand consumer response to some of the major economic, social and environmental issues affecting our world. It is about travelling in a better way and taking re­sponsibility for the impact that our activities have on other people and their social, cultural and natural en­vironment (p. 303). This statement shifts the debate from a general discussion of responsible production toresponsibleconsumption.Today,theunderstanding of mutual responsibility for sustainable development is also included in the un Sustainable Development Goals. Goal 12, entitled ‘Responsible Consumption and Production,’ is one of the 17Sustainable Devel­opment Goals established by the United Nations in 2015 (The 2030 Agenda for Sustainable Development). Inpostmodern marketingtheory,thediscourseon thenewconsumerisdefinedbycharacteristicsthatex­posetheconsumerasanincreasinglycomplexindivid­ual who, in pursuit of products, also reflects their at­titude to the world and wider social problems (Jancic, 1999). In thesociologyoftourism,Urry (1995) defines the touristasa postmodernconsumerassociated with an aesthetic cosmopolitanism characterized by a gen­eral interest in places, people, cultures and openness, as well as the ability to positively evaluate and accept differences, which is the basis for the sense of respon­sibility in tourism. The trend toward greater respon­sibility is reflected in increasingly socially and envi­ronmentallyawaretouristswhoalsogenerallytakere­sponsibility (Mihalic,1993; Urry,1995;Shaw& Clarke, 1999; Harrison et al., 2005). There is growing concern about the negative im­pacts of tourism and sustainability, with more atten­tion paid to the responsibility of tourists (Del Chi-appa et al., 2019). Moreover, most of the negative im­pacts of tourism result from inappropriate behaviour of tourists whodonot behave in an environmen­tallyfriendlyway.Juvan andDolnicar(2014)argue that tourists are the most promising target when it comes to improving the environmental sustainability of tourism. Tourists can help reduce the negative im­pacts of tourism by making environmentally friendly tourism decisions and behaving in an environmen­tally responsible manner. However, despite empirical evidenceoftourists’goodintentionstopurchaseenvi­ronmentally friendly and socially responsible prod­ucts, this pressure is slow to develop (Font, 2007). Touristsoftenhavelimitedunderstandingofthesocial andenvironmentalimpactsoftourism,but havesome idea of how their behaviour could change things for the better (Miller et al., 2010). It is difficult to under­standwhatmotivatesaresponsibletouristorwhatthe main barriers are for the tourist to choose responsi­ble behaviour (Budeanu, 2007). From the perspective of the tourist’s responsibility and moral judgment, the attributesofaparticularproductorservicemaybeac­ceptable or unacceptable and as such may be a trigger for the consumer’s behaviour, response, and influence (Isaacs, 2011). Based on these premises, we focus our study on consumerresponsibilityintourism.Theaimistopro-pose a measure of a tourist’s individual responsibility as a driver of their behaviour in sustainable tourism consumption and practices. In addition to theoretic interest in this topic, the study is also of practical im­portance to tourism experience providers, as it helps themunderstandthefactorsthatarecriticaltothesus­tainabledevelopmentandmarketingoftheirproducts. We based our study on the hotel industry because it is an important component of the tourism experi­ence and provides a complex tourism product (World Travel and Tourism Council, 2011). New trends in the way travellers use tourism and hospitality services are leading hotels to evolve from mere accommodation providers to meaningful experience creators, result­inginaneedforresponsibleandsustainablecustomer relationships at all stages of the guest’s journey. Ho­tels included in our study allow us to study responsi­bility from the tourist’s perspective at all stages, from their choice of hotel prior to arrival, to their experi­enceduringtheirstay,totheirsatisfactionandactions after leaving the hotel in the post-purchase phase. In this paper, we first introduce the conceptual aspects of responsibility from the tourist’s perspec­tive and discuss the determinants of responsible be­haviour. In the second part, we present an empiri­cal study conducted in the hotel industry, in which we identified the types of responsible consumers in tourism. In the last part, we discuss the obtained re­sults and provide suggestions for sustainable tourism management. Conceptual Framework The concept of responsibility can be a component of existing tourism segments, such as nature, cultural, community, volunteer, and educational travel; back­packing and youth tourism; adventure tourism; and high-end tourism (Krantz & Chong, 2009). Respon­sible tourism, however, is not a type of tourism per se, but a paradigm. It is a way of doing tourism that emphasizes responsibility to the ecology, culture, and communitiesofthedestination.Harrisonetal. (2005) point out that responsible consumption is a field that goes beyond an understanding of a narrow ecolog­ical environment to include human rights, equality, justice, charity, and solidarity. The concept of respon­sibility is central to many psychological, social, eco­nomic, legal, and political phenomena. The goal of responsibility research, from moral responsibility in Hegel’s Philosophy of Right (1820 in Alznauer, 2008) to studies of responsible prosocial behaviour during the covid-19 pandemic (Hellmann et al., 2021), is to understand the origins of responsibility, support re-sponsiblebehaviour,andbridgethegapbetweenindi­vidualistic and collective responsibility. Highlighting theattributesofresponsibilityfromatourist’sperspec­tive and identifying factors for responsible tourist be-haviour are the main objectives of this section. Responsibility from the Tourist’s Perspective Thebehaviouralaspectisconsideredthedominantas­pect in responsible tourism studies. There are several authors that address responsibility from the tourist’s perspective. Wheller (2012) states that the tourist’s awareness before arriving at the destination is funda­mental, and based on this understanding, their edu­cationtakesplace. Thetourist’sresponsibility goesbe­yond conscious and responsible thinking, both in re­lation to the environment and ethical issues (Mihalic, 2016).ForKrippendorf(1987),responsibletouristsare willing to invest adequate time and resources and to educatethemselves beforetravelling inorder to be conscious and ethical about their local experiences. Responsible tourism is based on fundamental princi­ples such as respect for others and their environment and acting responsiblyin relation to one’sown actions and,moreover,inrelationtothemanagementandop­erationof businesses.Itisbasedonappropriatestrate­gies and policies that are underpinned by sustainabil­ity, accompanied by appropriate behaviour, and capa­ble of (re)sustainable actions that respond to and are supported by an environmental and ethical tourism awareness(Fennell,2018;Leslie,2012). However,these committed, responsible tourism stakeholders, even if well-intentioned, are not a homogeneous group. Otherstudies looking at consumerperceptions,at­titudes, andbehaviours related to responsible tourism showdiscrepanciesbetweenattitudesdemandingthat touristsengagein theiractivitiesresponsiblyandtheir actual behaviours (Budeanu, 2007; Juvan and Dol­nicar, 2014; Weeden, 2014). In Wang et al.’s (2018) study,theymentionthatintourismactivities, tourists’ responsible environmental behaviour is the result of positive human interaction with the environment. Their study uses the theoryof planned behaviour and was conducted in a case study on Huangshan Moun­taininChina.Theresultsshowthattourists’intentions towardenvironmentallyfriendlybehaviourspositively influence their attitudes toward environmental pro­tection. Moreover, Dias et al. (2021) respond to this challenge in their study focusing on more sustainable segments and seeking more responsible tourists by developing a measure to assess tourists’ responsibil­ity. The results show two dimensions: civic responsi­bility and philanthropic responsibility, which provide an understanding of how tourists can act responsibly in destinations without compromising the environ­mental footprint on the planet. Moreover, responsi­ble tourist behaviour is not limited to environmen­tal concerns. Culturally responsible behaviour should also be considered, as tourism can have negative im­pacts on social aspects. Pennington-Grayet al. (2005) stated that culturally responsible behaviour means being aware of and taking into account the cultural values, traditions, and customs of a foreign society in order to meet the expectations of the host society. Several theories and models have been developed in the context of consumer behaviour. The theoret­ical model of personal norms (normative influences on altruism, Schwartz, 1977) explains our behaviour as influenced by the sense of moral obligation to act on one’s personally held norms. Research support­ing this model has shown associations between per­sonal norms and behaviour rather than causal rela­tions. Studies show that variations in situational con­ditions also influence the relationship between per­sonal norms and responsible behaviour. The studies of how personal norms are related to responsible be-haviour are part of a larger research field of attitude and behaviour relations in general. Together with the normative theories, motivational theories provide a broad framework for the study of behaviour in gen­eral and responsible behaviour in particular. Accord­ing to these theories, behavioural motivation depends on the personal evaluation of the desired outcome. The Theory of Planned Behaviour (tpb), originally proposed by Ajzen (1985), is a well-known approach from social psychology that focuses on how to moti­vate people to perform a particular behaviour (Ajzen, 1991). According to this theory, people behave ratio-nallyintheirdecision-making. tpb hasbeensuccess-fully applied in determining human behaviour in a number of domains, including tourists’ environmen­tally conscious behaviour, and it hasbeen usedto pre­dict behaviour in various domains, including tourism behaviour (Han & Kim, 2010). tpb has also been ap­pliedtothefieldofenvironmentalbehaviourresearch, such as e-waste recycling (Wang et al., 2017), energy conservation and emission reduction (Chen, 2016), environmentalinnovation(Longetal.,2017),andsus­tainable consumption behaviour (Joshi & Rahman, 2019). Han’s (2015) findings suggest that moral com­mitmenthasagreaterinfluenceonguests’behavioural intentions to stay in environmentally friendly hotels, while Chen and Tung (2014) claimed that tpb vari­ables have higher explanatory power than variables reflecting morality. All of these theoretical frameworks agree that the evaluation of a behaviour is an important antecedent to the actual behaviour. Determining Factors for Responsible Tourist Behaviour In order to approach the concept of a responsible tourist, it is necessary to identify the basic condi­tions and factors. The factors associated with respon­sible behaviour are still poorly understood. To gain a deeper insight, this study analyses some individ­ualand situationalfactors basedontourists’ personal responsibility, awareness and knowledge, preferences andenvironmentalbehaviour.Severalstudieshaveex­amined the factors that influence environmental be-haviour. Varioustheoreticalmodels havebeen used in an attempt to explain and predict tourist behaviour. Tourism researchers operationalize responsible be-haviourindifferentwaysdependingonthestudycon-text. Responsible behaviour usually depends on indi­vidualfactors,externalandsituationalfactors,andde­mographic background factors, which are often used to improve the accessibility of segments for subse­quent profiling and targeting strategies (Wedel & Ka­makura, 2000). Monitoringthebehaviour of touristsillustratesthe manifestationsof behaviour, the individual behaviour factors, and the consequences or effects of tourist be-haviour. In this context, it is necessary to explore, in an extensive literature review, numerous factors that influence responsible consumer behaviour which can be identified. At this point, we have explained the most important determinants of responsible buying behaviour. Individual Factors This category of individual factors includes variables thatrelatespecificallytoanindividualdecisionmaker. These variables are usually the result of individual life experiences (attitudes, values, personality, etc.) and influence a person’s decision-making process. A con­sumer’s value system is essential to understanding responsible consumer behaviour. Many studies have found a positive correlation between consumers’ en-vironmental,social, andethicalvaluesandtheirgreen product purchasing behaviour (Chen & Chang, 2012; Wang et al., 2014). Consumers’ environmental and ethicalvalues,specificallypersonalvalues,werefound to positively influence ethical commitments and per­sonal norms (Chen & Chang, 2012). Responsible be­haviour is a complex form of ethical decision-making behaviour. Researchers studying responsible tourism seek to understand the ethical values and behaviours of both the so-called ‘ethical consumer’ (Weeden, 2008). Thecommonelementoftheseconceptsrelated to tourist behaviour is responsibility, which is often associatedwith theterm’sethicsandmorality (Strong, 1997; Carrigan & Attalla, 2001; Weeden, 2008). Stud­ies attempt to understand the motivations of respon­sible tourists, as there are many different labels for people whoare aware ofthe ethicaland moralissues in tourism and want to make their holiday decisions responsibly. Fennell (2008) was one of the first to ad­dress ethics in tourism. He emphasized the impor­tance of sacrifice when moving towards responsibil­ity and challenged the notion of ‘tourism as freedom’ by arguing that any chance of freedom is taken away when travellers deny responsibility (Fennell, 2008). For Fennell (2008), a basic understanding of one’s self-awareness of being or becoming responsible is essential to the performance of responsible individ­ual actions. Consumers readily justify their travel by claiming that everyone else is behaving the same way, or by using moral license as an excuse (Barr et al., 2010; McKercher et al., 2014; Miller et al., 2010; Font & McCabe, 2017), by accusing others of not acting sustainably or responsibly (Juvan et al., 2016), or by pretending to be unaware of the link between travel and sustainability (McKercher et al., 2014; Miller et al., 2010). Thus, the profound notion that ‘a holiday is a holiday’ permeates even the minds of those who are strongly committed to and openly address environ­mental concerns and actions (Barr et al., 2010). At the same time, consumers exhibit a distinct trait of entity thinking,inthattheydonottakepersonalresponsibil­ity for changing their behaviour towards greater sus­tainability until other individuals and, interestingly, developing countries change their behaviour accord-ingly(Milleretal.,2010;McKercheretal.,2014).Itcan besaidthatconsumers’environmental,socialandeth­ical values, together with their individualistic values, have apositiveinfluenceonresponsible behaviour. Otherfactorsthatinfluenceandpromoteresponsi­ble consumer behaviour are based on informing, rais­ingawareness,andeducatingthepublicaboutthepos­itiveandbeneficialeffectsofbehaviourontheenviron­mentandsociety(Wright,2004;Dolnicaretal.,2008). Most consumer theories that examine the influence of individual factors on responsible purchasing be-haviour assume thatenvironmentalknowledge,infor­mation, and awarenesshave an impact on responsible purchasing behaviour by influencing consumers’ en­vironmental attitudes (Zhang & Dong, 2020). Amen-dah and Park (2008) argue that knowledge growth can change consumption behaviour, while Lee and Moscardo(2005)findthatenvironmentallyconscious consumers are more likely to have environmentally friendly intentions than other consumers. Moreover, it appears that even in areas where consumers are po­tentially willing to accept a range of responsibilities, their willingness to respond depends on the availabil­ity ofrelevantinformation(Williams, 2004;Barnettet al., 2005; Becken, 2007). However, information is not synonymous with consumer response. Too much in­formation can create a sense of information overload that prevents the consumer from responding (Jacoby, 1984;Hahn etal., 1992).Environmental knowledge is an important prerequisite for customer behaviour in relation to a hospitality product and indicates that a guest is able to understand the concepts, issues and problems of the environment and model its activities (Chan et al., 2014). Situational Factors According to Ajzen (1991), a situational variable or situational factor refers to people’s perception of how easy or difficult it is to perform a behaviour. In con­trast, Barr (2007) and Barr et al. (2010) defined situ­ational variable as a given personal situation in terms of behavioural context, individual characteristics, and individualknowledgeandexperienceofthebehaviour. Situationism in psychology refers to an approach to personality that assumes that people are more influ­enced by external situational factors than by internal characteristics (Krahe, 1993). External situational factors in travel behaviour are preferencesthatarepartofapersonallifestyleandcan influencebothhowandwhypeopletravel(Chenetal., 2009). Preferences are associated with the consumer’s lifestyle, which also influences the choice of vacation type, destination, accommodation, mode of trans­portation, and personal travel experience. Environ­mental considerations rarely play an important role when choosing a hotel, and tourists usually prioritize price, quality, brands, amenities, and pleasure when choosing accommodation (Manaktola & Jauhari, 2007). In addition, several studies examined the rela­tionshipbetweenpriceandthechoiceofenvironmen­tally friendly hotels and whether guests should pay a premium to stay in such hotels (Han & Kim, 2010; Manaktola & Jauhari, 2007). However, the empirical results are contradictory and the willingness to pay a surcharge may be influenced by consumers’ environ-mentalawareness(Kangetal.,2012). Inthiscontextof responsibility,preferencescanbeconsideredaspartof a sustainable lifestyle, as many ofthe current environ­mental problems are related to people’s unsustainable lifestyles (Gössling, 2018). Consumer preferences are also related to product attributesandaredeterminedby individual consumer values such as health and safety concerns and hedo­nistic values of enjoyment and pleasure in using a product (Chen et al., 2012). In many studies, it was foundthatproductattributespositivelyinfluencedthe responsible purchase of green products (Chen et al., 2012; Young et al., 2010). Moreover, consumers pre­ferred functional attributes of the product that meet theirpersonalneedsanddesiresoverethicalattributes (Chen & Lobo, 2012). Another important situational factor is the availability of tourism services and prod­ucts. Consumersgenerallydonotliketospenda lotof timesearchingforenvironmentallyfriendlyproducts; they prefer products that are easily accessible (Young et al., 2010). Limitedavailability and inconvenience in obtainingproductsactasbarriersandincreasethegap between consumers’ positive attitude and their actual behaviour towards sustainable products. Therefore, easily accessible services and products with beneficial functional and ethical attributes and high quality are astrong motiveand have apositiveinfluenceoncon­sumers’ responsible purchasing behaviour. Action-Based Responsible Behaviour From the above discussion, it is clear that various in­dividual and situational factors motivate or hinder re­sponsible behaviour and influence the translation of a positive attitude into actual responsible action. Goodwin (2011) clearly links responsible tourism toactionsthatmaketourismmoresustainable.Hisun­derstandingoftheconceptofresponsibilityisbasedon threeaspects:accountability,actionabilityandrespon­siveness. The third aspect, responsiveness, relates di­rectlytotourismbehaviour andinvolvesdialogue,de­veloping solutions and taking action to make tourism more sustainable. Leslie (2012) argues that responsi­bletourismisabehaviouralcharacteristicbasedonthe fundamental principles of respect for others and their environment. He assumes that when faced with the dilemma of a conceptual basis for assessing respon­sibility, the tourist refers to the ethical and environ­mental principles of tourism and proposes to behave inanenvironmentallyfriendlyandethicallyresponsi­ble manner. On the other hand, there is evidence that environ­mentalknowledgeandenvironmentalactivismdonot influenceholidaybehaviour(Juvan&Dolnicar,2014), which means that it might be useful to look for alter­native explanatory models for the influence of envi­ronmental awareness on consumer behaviour. When people are aware of the environmental impact of their actions, we talk about so-called intentional environ­mental behaviour or directly about environmentally relevantbehaviour.Mostcasesofenvironmentallyrel­evantbehaviourcanbejudgedonthebasisofenviron­mental knowledge according to their impact on the environment and can be labelled as environmentally friendly or environmentally unfriendly. Consumers oftenmaketrade-offs betweenenvironmental con­cerns and product attributes. For example, they eval­uate the various environmental,social, and individual consequences of purchasing environmentallyfriendly products. Consumers who give more importance to environmental and social consequences look for the characteristics of responsible consumption in prod­ucts, such as local, green, organic. On the other hand, consumers who place more importance on individual consequenceslookforfunctionalfeaturesofaproduct and their individual considerations overshadow their positive environmental and social attitudes (Follows & Jobber, 2000). Ourstudyaddressesconsumerresponsibilityinre­lation to hotel service attributes in tourism purchase decisions. We rely on the basic concept of individual responsibility,whichisdefinedasanethicalevaluation thatdependsonwhetherrelationshipswithotherpeo­ple, society and nature are permissible or impermis­sible, acceptable or unacceptable, right or wrong. Ev-eryactionofanindividual hasconsequencesforother people and the environment, and therefore the ability to act brings with it a certain responsibility. Methodology Theaimofourstudywastogaininsightintoconsumer responsibility, to develop a detailed understanding of their concerns about the impact of their holidays and to further academic knowledge about their motiva­tion in the context of responsible behaviour. The re­search was conducted in the hotel industry as it pro-videsacomplextourismexperience(WorldTraveland Tourism Council, 2011). A tool has been developed that relates directly to the hotel context. During a hotel stay on vacation, tourists are exposed to a variety of services, activi­ties, movement, and excitement that shape the over­all experience. Since travel and tourism should be planned and practiced in a sustainable manner, all stakeholders, including tourists, should take respon­sibility. The hotel context provides an opportunity to observe tourists’ behaviour throughout the purchase process, from hotel and accommodation selection to post-purchase experience evaluation, which is valu­ableforunderstandingtourists’responsiblebehaviour. The research design is based on theoretical find­ings to determine individual and situational factors in the four dimensions of ethics, awareness and knowl­edge, preference, and action-oriented responsible be-haviour. A questionnaire was developed to measure the four dimensions. The questionnaire is primar­ily based on the methodology of the International Hotels Environment Initiative (Consumer Attitudes towards the Role of Hotels in Environmental Sus­tainability, 2002), which was conducted among ihei members (Accor hotel chains, Carlson hotels around the world, Fairmont Hotels & Resorts, Hilton Inter­national, Marco Polo Hotels, Marriott International, Radisson Hotels & Resorts on six continents, Star-wood Hotels & Resorts Worldwide, tui, and others.) The questionnairewas tailoredtoevaluatethe dimen­sions in different purchase process phases (Budeanu, 2006). The quantitative research approach of data collec­tionwascarriedoutinsixhotelsontheSloveniancoast duringthesummerseason.Thesurveywascarriedout with an online questionnaire for data collection. The questionnaire is partly tailor-made for this research and comprises five relevant content sets of indicators measuring the responsible tourist dimensions. The first set of questions relates to the dimension of con­sumerresponsibilityandincludesthevariablesaware­ness and ethical attitude, preferences, environmental behaviour, and moral responsibility; the second set of questions covers the purchasing process: assessment of importance of and satisfaction with the hotel’s en­vironmental attributes; the third group of questions relates to the characteristics of the environmental fac­tors of the hotel offer in relation to the social environ-mentalindicators;thefourthsetofquestionsrelatesto information about the guest’s visit, such as the motive forthevisit,thecategoryof thehotel andthelengthof the guest’s stay in the hotel; the fifth set of questions covers the basic socio-demographic characteristics of the respondents (Table 1). Several studies examined and discussed the appli­cation of factor analysis to reduce the large set of data and to identify the factors extracted from the analysis (Pett et al., 2003; Shrestha, 2021). This study has fol-lowedthreemajorstepsforfactoranalysis:assessment ofthesuitabilityofthedata,factorextraction,andfac-tor rotation and interpretation. Sampling and Data Collection The research sample was based on proportionally stratified, partly earmarked and partly convenience samples. The combination of the purpose and con­venience sample is a result of the sampling approach, whereweusedaknowngueststructurebasedontheir nationality, which is typical for the selected months of the survey. The sample of respondents was based on domestic and foreign guests who were willing to completethequestionnaireafterleavingthehotel.The Table 1 Questionnaire Content Sets of Indicators Set Dimension Number of indicators Responsible Awareness . consumer Behaviour in rel. to the environment . Ethics .. Preference .. Purchasing process Pre-purchase phase Expected well-being Hotel selection Information . .. . Stay Hotel environmental factors .. Employee relationship . Consumer behaviour .. Overall phase Guest response . Hotel and Environmental factors . envir. attrib. Social factors . Guest visit information Motive Hotel category Length of stay . . . Socio­demographic data Gender,age,nationality, education Status Economic position . . . limitation of the sampling refers to the technique of electronic survey, which we could only carry out with a population that included those people who had left their contact details and a notification authorization and werewilling to participatein the survey, which also influences the characteristics of the sample col­lected. The sample comprised 886 respondents from Slovenia, Germany, Austria, Switzerland, Italy and other countries. Of these, 45.5. filled in the question­naire completely. This included 35.6. of respondents from Slovenia, 42.8. from Italy, 12.9. from Austria, 5. fromGermanyand 1.5. fromother countries. The largest proportion of respondents (60.1.) stayed in afour-star hotel, 21.in a three-star hotel, 16.3. in afive-star hotel and2.5.inother accommodation, which includes apartments and hotel annexes. Reliability and Validity of the Measurement Weusedprincipalcomponentanalysistotestthe con­tent validity of the measurement instrument. In the first phase, we conducted principal component analy­sisbyincludingallempiricalvariablesinthemeasure­ment instrument (Table 2). Separate analyses were conducted for each mea­sured set of variables to check the substantive reliabil­ity of the measurement instrument. In addition, prin­cipalcomponentsanalysisoftheestimateofcommon­ality or common space for each measured dimension was performed using the most common method of factor analysis, i.e. principal axis factoring. In addi­tion,principalaxisfactoringwasusedwiththeextrac­tionmethod,inwhichweperformedorthogonalrota­tion, extracting from the analysis those variables that hadvalueslessthan 0.2 afterextraction. Separate fac­tor analyses were performed for each dimension. For each dimension, we performed seven replicates. The results of the factor analysis for each of the four di­mensionsareshown in Table 2. Regardingtheloading ofeachofthefivedimensions,all54variableshaveval­ueshigherthan0.59.TheCronbach’salphausedtotest the reliability of each of the five dimensionsshows the validity of the convergence of the created scale, which also indicates good measurement reliability. Foreach dimension,we performedprincipal com­ponents analysis and factor analysis separately to test the dimensions of consumer environmental respon­sibility: (1) awareness and knowledge; (2) preference (general and environmental); (3) ethics; (4) action-oriented responsible behaviour. We wereinterested in whether there was evidence of some latent variables in a particular dimension. Based on the principal axis factorization and principal component analysis, we concluded thatthere were six factors. Data Analysis In the factor analysis, we used 54 variables that mea­sure the four dimensions of the construct of respon­sibility and are recorded in the five sets of the ques­tionnaire, i.e. A, B, C, D and E (Table 1). Significant results on consumer responsibility were obtained by six separate factor analyses and hierarchical group­ing. The underlying concept of consumer responsi­ Table 2 Reliability Statistics of Measured Variables by Questionnaire Sets (.)(.)(.) (.) (.) (.) (.) . a Awareness and knowledge . Dichotomous scale – .... . b Environmental factors of hotel choice .. Likert scale from . to . – importance ..... .... . c Preferences of hotel choice .. Scale of priority from . to . ..... .... . d Environmental practices of the hotel .. Likert scale from . to . – importance and satisfaction ..... .... . e. Behaviour in relation to the environment .. Frequency from . to . ..... .... e. Ethics .. Rate from . to . ..... .... Notes Columnheadingsareasfollows:(1)number,(2)label,(3)dimension,(4)numberofvariables,(5)measurementscale, (6) Cronbach’s Alpha, (7) explained variance (method of principal components, in percent). bility was examined from the perspective of the buy­ing process through which we identified the types of (ir)responsible consumers. The standard statisti­cal program spss 21.00 was used for data analysis. The hierarchical cluster method of Ward was used for grouping units. To validate the measurement of the research objectives, we operationalized both the discussed research area of consumer responsibility and the concept based on theoretical starting points, based on the key elements of the definition of a re­sponsible consumer in terms of individual responsi­bility and moral judgement, as well as awareness and knowledge,preference,andmotivesforactionregard­ing the natural and socio-cultural environment. We havehighlightedfourkeydimensionsofresponsibility with measurement variables that measure individual dimensions. Results Descriptive Statistic Descriptive statistical analyses of the socio-demo­graphic characteristics of respondents data obtained showthat51.6.ofrespondentswerewomenand48.4. were men; theaverage agestructure wasbetween 50 and 60 years. According to the national structure, mostrespondentswerefromItaly(42.8.),followedby Slovenians (35.6.), respondents from Germany, Aus­tria and Switzerland (18.9.) and others (2.7.). Re­garding the educational structure, respondents with a level of education predominated (53.7.), followed by respondents with a secondary or vocational school leaving certificate (33.3.) and then by respondents with a master’s degree or higher (10.2.). By status, salariedemployees(71.3.)dominate,followedbypen­sioners (24.4.). The majority, 56.5., described their economic situation as average,20.5. as above average and 16.8. as below average. Regarding information about the stay in the hotel visit, respondents indicated that 60. stayed in a four-star hotel, 21. in a three-starhotel and16.3. in a five-star hotel. On average, they stayed 5.8 days in a ho­tel. The reason for the visit was given by the major­ity (30.1.) of re-spondents as rest, 12.5. wellness and well-being,9.6.travelandexcursions,9.3.entertain­mentandfun,andtheremaining4.5.withsportsand recreation, or 2.8. with business or education. Identi.cation of Responsible Groups of Consumers With factor analysis we obtained six factors, which we used to identify groups of responsible consumers through the method of classifying units into clus­ters. Based on hierarchical cluster analysis, we used a method of stepwise integration based on a successive grouping of two groups into a new group. When clas­sifying, it is important that the units within the group areassimilaraspossible,andthegroupsareasdiverse as possible. In our case, we used Ward’s method of hierarchicalclusteranalysis,whichisbasedonsucces­sivegrouping.TheWard’smethodtendstogroupsthat have comparable variability. The determined number of groups was then used for further statistical analy­sis. The defined number of clusters was then used for furtherstatisticalanalysis. Afterexaminingindividual solutions, we decided on three main groups because Table 3 Variance Analysis Factors (.) (.) (.) (.) (.) . Actively aware Between groups ...... . ..... ...... ..... Total ....... ... . Generally aware Between groups ..... . ..... ..... ..... Total ....... ... . Environmental dimension Between groups ...... . ...... ...... ..... Total ....... ... . Choice preference Between groups ....... . ...... ....... ..... Total ....... ... . Ethics Between groups ...... . ...... ...... ..... Total ....... ... . Responsible behaviour Between groups ...... . ...... ...... ..... Total ....... ... Notes Column headings areas follows:(1) Sumof squares,(2) degreesof freedom,(3) average, (4) F,(5) significance. thisresultedinamoretransparentandcontent-related classification. The descriptive statistics were reviewed after the identification of three groups. Using the analysis of variance (Table 3), we identified the differences be­tween individual groups and factors. The differences between the groups were statistically significant. To better define and describe the groups, we found the differences between the three groups according to individual factors: active awareness, general aware­ness, environmental practices, preference, ethics, and action-based responsible behaviour (Table 4). There were 271 units in total. The first cluster rep­resents 39.9. of all units, while the second group rep­resents 44.6. and the third group represents 15.5. of all units. Description of the Di.erent Types of Consumers If the assumption is correct that some consumers are moreenvironmentallyresponsiblethanothers,thenit is necessary to describe the group of consumers who demonstrate responsible behaviours in tourism. Group 1: Irresponsible Consumers The first group includes more people with a lower av­erageintermsoftheenvironmentalresponsibilityfac­torandtheresponsiblebehaviour factor,whichiswhy weconsiderthemtobe environmentallyirresponsible consumers. They show a predominant general aware­ness and are not prepared to pay higher prices for ho­telswithenvironmentallyconsciouspracticesorlower comfortlevelsinordertocontributetoenvironmental protection, i.e. their purchasing decisions are not in­fluencedbyenvironmentalconcerns.Thehotel’senvi­ronmental practices do not matter to them, and they do not behave responsibly towards the environment, for which they also do not feel morally responsible. Thisgroupisdominatedbypersonalpreferenceswhen choosing a hotel, with the emphasis on safety, quality of service, reasonable price, previous experience, and ambience. The results show that this group is represented in 39.9. of all units, so it is important to understand the reason for their indifference to environmentally re­sponsible behaviour. Amongthe existing findings,the reason is that when the consequences of behaviour are far fromits implementation,and too little, too late or too unlikely to affect it immediately and directly, oral rules can act as discriminatory stimuli describ­ing probable outcomes of behaviour or inaction. The second reason is relatedtothe comfortexpectedby touristsonvacationandoftenoccursintheformofbe­ Table 4 Clustering and Differences in Averages Groups (.) (.) (.) (.) (.) (.) Group . Average Percentage Standard deviation –......... .... .......... ......... .... .......... –......... .... .......... –......... .... .......... –......... .... .......... –......... .... .......... Group . Average Percentage Standard deviation ......... .... .......... –......... .... .......... ......... .... .......... –......... .... .......... ......... .... .......... ......... .... .......... Group . Average Percentage Standard deviation ......... .... .......... –......... .... .......... ......... .... .......... ......... .... .......... ......... .... .......... –......... .... .......... Total Average Percentage Standard deviation –......... ... .......... ......... ... .......... ......... ... .......... ......... ... .......... ......... ... .......... –......... ... .......... Notes Factors: (1) actively aware, (2) generally aware, (3) environmental dimension, (4) choice preference, (5) ethics, (6) responsible behaviour. haviourinthe search forgreater pleasures ofachieve­mentsthatbringhedonicrewardsandindicatethesta­tus of the individual; in addition, the search for plea­surescanhaveadetrimentaleffectontheenvironment due to permissive energy consumption. Group 2: Active Responsible Consumers The second group consists of those better informed and more aware of the environmental impact of con­sumer products, with a higher averagein the environ­mental dimension, ethics and responsible behaviour factors. Therefore, those who are actively responsi­blefor theenvironment are included inthe second group because they have a high level of awareness and, when choosing a hotel, the hotel’s environmen­tally conscious practices are important to them, with great emphasis on the relationship with the environ­ment and society. Among the preferences, the pri­orities are safety, an environmentally friendly hotel and quality of services. They often behave in an envi­ronmentally responsible manner and more often ex­press their opinion about the quality of the services andtheenvironmentalpracticesofthehotel,andthey feelmore morally responsiblefor their environmental behaviour. This group of consumers was the largest of the three groups and is defined as the most en­vironmentally responsible in terms of factor values. The results show that this group is represented in 44.6. of all units, which indicates an increase in re­sponsible behaviour in tourism. This group of con­sumers is the most desirable, so many researchers are working to gain an in-depth understanding of the key drivers of responsible behaviour in tourism in various fields.Environmentallyconcernedindividuals maybe veryeffectiveinreducingtheirenvironmentalimpact, as they are well informed about the impact of con­sumption on the environment (Bord et al., 2000). Group 3: Pragmatic Responsible Consumers In the third group, represented in 42. of all units, the choicepreferencefactorhasthehighestaveragevalue, deviates from the average factor values. This group alsohasapronouncedactiveawarenesswhichislower than that of the members of the second group. They also differ in the fact that their decisions are less in­fluenced by environmentalconcerns thanthose of the second group. They adapt their behaviour primarily to their well-being and are pragmatic in their envi­ronmental behaviour. They express an attitude of im­portance towards the environmental practices of the hotel, but not as clearly as the second group, where they consider the attitude towards nature to be more important than the attitude towards society. They do not have a common priority when choosing a hotel. They rarely behave in an environmentally responsi­ble manner and have a moderate moral responsibility for environmental behaviour. This group is numeri­callysmallersothatconclusionscanbediscussed.The fact is that the welfare of this group of consumers is paramount, and this could also be linked to responsi­bility towards themselves. Many researchers note inconsistencies between what consumers say about the importance of ethi­cal consumption and actual purchases. Environmen­tal concerns are not always reflected in pro-environ­mental consumer behaviour, which is influenced by routine, preferences, lifestyle, economic motives, and so on. In these cases, consumers base their behaviour only on personal preferences and advantagesover en-vironmentalprotection and respond pragmatically. In view of this, ethical concerns seem to have limited influence on reducing environmental impact when lifestyle effects prevail. This is because environmen­tally responsible consumption is characterised as a highly complex form of consumer behaviour where there is a gap between consumers’ positive attitudes towards the environment and actual purchasing be-haviour. Thequestionnairealsoincludedsocio-demograph­ic variables,but these weregenerally found to be poor indicators of responsible behaviour and also in our study there are no significant differences between the identifiedgroups. Strongerattitudesareobservedanly among older people or people with higher education. Nevertheless,itshouldbepointedoutthatresponsible decisions and actions depend not only on individual characteristics, but also on the characteristics of the whole family on holiday. Often, the decision-making processcanbeconsideredintermsoftheentirehouse­hold rather than individual members (Kubicek et al., 2010). Discussion and Conclusions Touristsrarelymakeenvironmentallyresponsiblechoi­ces of holiday with the specific intention of keeping their environmental impact low (McKercher et al., 2014Juvan&Dolnicar,2014),buttherearestillgroups that behave responsibly. Responsible tourists want to actin accordance with theirsenseofresponsibility for the impact of their holiday, but they also want to en­joy themselves, have fun and relax. They make com­promises, some focus on the environmental impact of their holiday and therefore do not fly, others pro­motetheeconomicbenefitsoftheirholidaybystaying in locally owned accommodation or using local cur-rency,whilestillothersworkhardtocomplywithlocal cultural norms. Responsible behaviour in tourism is maintained by high levels of hedonic reinforcement, such as the effects of pleasure, entertainment, well­being, unique experiences etc. In additionto these di­rect resources of personal drivers, there are also other influential factors that are variable in nature, such as social confirmation, personal safety, simplification of travel planning routines, comfort, and satisfaction, whichvariesamongsituations.Tourismprovidersand managers need to understand the motives that guide environmentally (ir)responsible tourism consumers, and they need guidance on how to increase environ­mentally conscious tourism behaviour. The analysis of tourist behaviour indicates the be-haviour of current and future tourists. The central contribution of the present study is that it provides empirical evidence that different specific responsible behaviours of tourists depend on various specific in­dividual and situational factors. This study confirms the importance of individual responsibility as a rel­evant value for environmentally sustainable tourism experiences in diversity within the broader category of nature and socially responsible tourists. Based on consumercharacteristics,weidentifieddifferenttypes of (ir)responsible consumers who assign a different value to the importance of environmental attributes of hotel services, preferences, and moral responsibil­ity with respect to environmental responsibility. The segmentation results revealed three types of respon­sible consumers. We named them actively responsi­ble, pragmatically responsible, and irresponsible con­sumers. Actively responsible and pragmatic responsi­ble consumers are aware of the impact of tourism on the environment in a broader sense (natural and so­cial) and differintheir behavioural and moraldimen­sions. Actively responsible tourism consumers take responsibilityandfeelmorallyresponsiblefortheirac­tions, while pragmatic consumers adapt their actions totheirpreferencesandcircumstancesduringthehol­iday, while the unaware and irresponsible tourist re-mainsa challengefor providers.Each of the identified consumer groups provides opportunities for further research. Researching tourist behaviour is a key factor in planning tourism services, following the argument that analysing behaviour reveals strengths, weaknes­ses, and opportunities in developing, marketing, and implementing tourism products (Cohen et al., 2014). In addition, each identified type will allow manage­ment to better understand and develop, implement, andadapt effective interventionsthatwill havean im­pact on their environmentally responsible behaviour. These different types of consumers are thus of great importancewhenhotelmanagementisplanningoper­ationalimprovements,marketingstrategies,andother sustainable development initiatives. For example, ac­tively responsible tourists are a valuable segment be­cause their opinions, impressions,and responsesarea useful source of information for improving the offer­ing. They aremorecritical intheir responses, so their impressions should be monitored through various in­ternal channels and public platforms to conduct fur-therresearchthatbenefitstourismproviders. Tobring aboutsystemicqualitychange,tourismprovidersneed to incorporate consumer collaboration and commu­nication into their sustainable development program-mes. The managers of the tourism sector should de­velop marketing practices for tourism that priori­tize the aspect of sustainability, manifested in respect for others, society and nature, by adopting the seg­mentation strategy based on tourists’ responsibility. Tourismmarketingmanagersshouldthereforelaunch promotional campaigns that adapt to each segment. Otherpracticalrecommendationscanbederivedfrom this study for the development of measures to recog­nize and encourage more environmentally conscious behaviour among tourists. For example, hotel and destination managers could offer collaborative pro-grammes that help co-create greener services and ex­periences or implement measures that introduce a sense of responsibility that could be developed as a direct reminder during their travel or stay. Such ex­posed approaches include providing information that demonstrates sustainable alternatives can have the same qualities as other vacations, while highlighting the benefits of social platforms or traditional forms of communicationtoeducateandraiseawareness(Juvan et al., 2016). The measures could be implemented in all purchasing processes, before arrival at the destina­tion, during the hotel stay, and after departure. The efficientinitiativewouldhaveapositiveeconomicim­pact,butalsobringotherbenefitsintermsofenviron-mental sustainability, social responsibility, and brand recognition. Consequently, it is important to provide tourists with a sense of personal responsibility for the impact of their vacation (Miller et al., 2010). There are several limitations to this study, particu­larly in relation to a closed-ended questionnaire that does not provide interpretations of individual under­standing of environmentally responsible behaviour in tourism to gain a deeper insight into perceptions andtherelationshipbetweentheunderlyingfactorsof moral values, awareness, preferences, and behaviour. Moreover, the behavioural aspect of values is difficult to measure as it often shows that the individual’s per­ception leads to a bias regarding social desirability. Externalbarriersarestrongerthaninternalknowledge and motivations in hindering tourism environmental behaviours(Tanneretal.,2004).Moreover,most con­sumers continue to rank other aspects such as price and quality higher than environmental and social at­tributes in their travel decisions (Miller et al., 2010). Indeed, there is much evidence of a disconnect be­tweentheattitudesofresponsibleconsumersandtheir actual behaviours; this disconnect is often referred to as the relationship-behaviour gap (Juvan & Dolnicar, 2014;Hall etal.,2016). Finally, the main barrier to responsible tourism consumption advocates seeking positive behaviour change is the ‘attitude-behaviour gap,’ in which con­sumers affirm that ethical standards are important to them in their consumption practices, but few con­sider these standards in their actual purchasing deci­sions (Bray et al., 2011). Despite the importance of the attitude-behaviour gap to prospects for responsible or sustainable tourism consumption, it is important to explore how and whether the gap can be bridged. This topic deserves further attention, as do the situ­ational factors that may hinder ethical consumption. This represents a knowledge gap in tourism, but also more generally (Bray et al., 2011). Thisarticlecontributestothegrowingliteratureon understandingresponsibletourismbehaviour.Itoffers insightsintothedifferencesbetweenthevariouslevels of responsibility in tourism. Such an outcome should encourage policy makers and tourism managers to be responsivetoactiveandpragmaticresponsibletourists and use their opinions to improve their offerings to create greener and more sustainable activities as well as behavioural changes among tourists (Font & Mc­Cabe,2017). Ratherthanfocusingonenvironmentally conscious messages in their practices and campaigns, our findings should encourage them to promote and support responsible values and behaviours. Respon­sible behaviour is a powerful response, both on the part of tourists and tourism management, that leads to more responsible consumption and production in tourism. References Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In J. Kuhi & J. Beckmann (Eds.), Action-control: From cognition to behavior (pp. 11–39). Springer. Ajzen, I. (1991). The theory of planned behavior. Organi­zational Behavior and Human Decision Processes, 50(2), 179–211. Amendah,E.,&Park, J. (2008).Consumerinvolvementand psychological antecedents on eco-friendly destinations: Willingnesstopay more. JournalofHospitality&Leisure Marketing, 17(3–4), 262–283. Alznauer,M.(2008).Hegelonlegalandmoralresponsibility. AnInterdisciplinaryJournalofPhilosophy,51(4),365–389. Barnett, T. P., Adam J. C., & Lettenmaier D. (2005). Poten­tialimpactsofawarmingclimateonwateravailabilityin snow-dominated regions. Nature, 438(7066), 303–309. Barr,S.(2007). Factors influencing environmental attitudes and behaviors: A U.K. case study of household waste management.EnvironmentandBehavior,39(4),435–473. Barr,S.,Shaw,G.,Coles,T.,&Prillwitz,J. (2010).Aholidayis aholiday:Practicingsustainability,homeandaway.Jour­nal of Transport Geography, 18(3), 474–481. Becken, S. (2007). Tourists’ perception of international air travel’s impact on the global climate and potential cli­mate change policies. Journal of Sustainable Tourism, 15(4), 351–368. Bord, R. J., O’Connor, R. E., & Fisher, A. 2000. In what sense does the public need to understand global climate change? Public Understandingof Science, 9(3), 205–218. Bray,J.,Johns,N.,&Kilburn,D.(2011).Anexploratorystudy into the factors impeding ethical consumption. Journal of Business Ethics, 98(4), 597–608. Budeanu, A. (2007). Sustainable tourist behavior? A discus-sionof opportunities forchange. InternationalJournalof Consumption Studies, 31(5), 499–508. Carrigan, M., & Attalla, A. (2001). The myth of the ethical consumer: Do ethics matter in purchase behavior? Jour­nal of Consumer Marketing, 18(7), 560–578. Chan,E.S.W.,Hon,A.H.Y.,Chan,W.,&Okumus,F.(2014). What drives employees’ intentions to implement green practices in hotels? The role of knowledge, awareness, concernandecologicalbehavior. InternationalJournalof Hospitality Management, 40, 20–28. Chen, J. S., Huang, Y.-C., & Cheng, J.-S. (2009). Vacation lifestyleandtravelbehaviors.JournalofTravel&Tourism Marketing, 26(5/6), 494–506. Chen,M. F.(2016). Extending the theory of plannedbehav­ior model to explain people’s energy savings and car­bon reduction behavioral intentions to mitigate climate change in Taiwan: Moral obligation matters. Journal of Cleaner Production, 112(2), 1746–1753. Chen,M.F.,&TungP.J.(2014).Developinganextendedthe­oryofplannedbehaviormodeltopredictconsumers’ in-tentiontovisitgreenhotels.InternationalJournalofHos­pitality Management, 36, 221–230. Chen, Y. S., & Chang, C.H. (2012). Enhance green purchase intentions:Therolesofgreenperceivedvalue,greenper­ceivedrisk,andgreentrust.ManagementDecision,50(3), 502–520. Chen,J.,&Lobo,A.(2012).OrganicfoodproductsinChina: Determinants of consumers’ purchase intentions. The International Review of Retail, Distribution and Con­sumer Research, 22(3), 293–314. Cohen, S. A.,Prayag, G.,& Moital, M. (2014)Consumer be-haviour in tourism: Concepts, influences and opportu­nities. Current Issues in Tourism, 17(10), 872–909. Consumer attitudes towards the role of hotels in environ­mental sustainability: International Hotels Environment Initiative (ihei) research. (2002, July 23). Hotel Online. https://www.hotel-online.com/News/PR2002_3rd/Jul02 _IHEI.html Del Chiappa, G., Pinna, M., & Atzeni, M. (2019). Barriers to responsible tourist behavior: A cluster analysis in the contextof Italy. In Sustainabletourism: Breakthroughs in research and practice (pp. 314–332). igi Global. Dias, Á., Aldana, I., Pereira, L., Costa, R., & Nelson, A. (2021).Ameasureoftouristresponsibility.Sustainability, 13(6), 3351. https://doi.org/10.3390/su13063351 Dolnicar,S., Crouch, G. I., & Long, P. (2008). Environment-friendly tourists: What do we really know about them? Journal of Sustainable Tourism, 16(2), 197–210. EuropeanCommission.(2012,February10). Charterforsus­tainable and responsible tourism (Consultation docu­ment). Fennell, D. A. (2008). Responsible tourism: A Kierkegaar­dian interpretation. Tourism Recreation Research, 33(1), 3–12. Follows,S.B.,&Jobber,D. (2000).Environmentallyrespon­siblepurchasebehavior:Atestofaconsumermodel.Eu­ropean Journal of Marketing, 34(5–6), 723–746. Font,X.(2007).Ecotourismcertification:Potentialandchal­lenges. InJ. E.S.Higham (Ed.), Critical issues in eco­tourism: Understanding a complex tourism phenomenon (pp. 386–405). Butterworth Heineman. Font, X., & McCabe, S. (2017). Sustainability and marketing in tourism: Its contexts, paradoxes, approaches, chal­lenges and potential. Journal of Sustainable Tourism, 25(7), 869–883. Goodwin,H. (2011). Takingresponsibilityfor tourism. Good-fellow Publishers. Goodwin, H., & Pender, L. (2005). Ethics in tourism man­agement. In L. Pender & R. Sharpley (Eds.), The man-agementof tourism (pp. 288–304). Sage. Gössling, S. (2018). Tourism, tourist learning and sustain-ability:An exploratory discussion of complexities, prob­lems and opportunities. Journal of Sustainable Tourism, 26(2), 92–306. Hahn,M.,Lawson,R.,&Lee,T.G.(1992).Theeffectsoftime pressure and information load on decision quality. Psy­chology & Marketing, 9(5), 365–378. Hall,C.,Dayal,N.,Majstorovic,D.,Mills,H.,Paul-Andrews, L., Wallace, C., & Truong, V. (2016). Accommodation consumers and providers’ attitudes,behaviors and prac­tices for sustainability: A systematic review. Sustainabil­ity, 8(7), 625. htpps://doi.org/10.3390/su8070625. Han, H. (2015) Travelers’ pro-environmental behavior in a green lodging context: Converging value-belief-norm theory and the theory of planned behavior. Tourism Management, 47(c), 164–177. Han, H., & Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management, 29(4), 659–668. Harrison, R.,Newholm,T., & Shaw, D. (2005). The ethical consumer. Sage. Hegel,G.W.F.(1820).GrundlinienderPhilosophiedesRechts. Nicolaische Buchhandlung. Hellmann, M.,Dorrough, A.,&Glöckner, A. (2021). Proso­cial behavior during the covid-19 pandemic in Ger­many: The role of responsibility and vulnerability. He­liyon,7(9),e08041.htpps://doi.org/10.1016/j.heliyon.2021 Isaacs, T. (2011). Moral responsibility in collective contexts. Oxford University Press. Jacoby,J.(1984).Perspectivesoninformationoverload.Jour­nal of Consumer Research, 10(4), 432–435. Jancic, Z. (1999). Celostni marketing. Fakulteta za družbene vede. Joshi, Y., & Rahman,Z. (2019). Consumers’ sustainable pur­chase behavior: Modeling the impact of psychological factors. Ecological Economics, 159, 235–243. Juvan, E.,& Dolnicar, S.(2014). Theattitude-behavior gap in sustainable tourism. Annals of Tourism Research, 48, 76–95. Juvan, E., Ring, A., Leisch, F.,&Dolnicar,S.(2016). Tourist segments’ justifications for behaving in an environmen­tally unsustainable way. Journal of Sustainable Tourism, 24(11), 1506–1522. Kang,K., Stein, L., Heo,C. Y., & Lee,S.(2012). Consumers’ willingness to pay for green initiatives of the hotel in­dustry. International Journal of Hospitality Management, 31(2), 564–572. Krahe, B. (1993). Personality and social psychology: Towards asynthesis. Sage. Krantz, D., & Chong, G. (2009). The market for responsible tourism products: With a special focus on Latin America and Nepal. https://www.responsibletravel.org/ Krippendorf, J. (1987). Ecological approach to tourism mar­keting. Tourism Management, 8(2), 174–176. Kubicek, B.,Korunka,C., Hoonakker, P.,&Raymo, J. M. (2010). Work and family characteristics as predictors of early retirement in married men and women. Research on Aging, 32(4), 467–498. Lee, W. H.,& Moscardo,G. (2005). Understanding the im­pact of ecotourism resort experiences on tourists’ envi­ronmentalattitudesandbehavioralintentions.Journalof Sustainable Tourism, 13(6), 546–565. Leslie, D. (2012). Responsible tourism: Concepts, theory and practice. cabi. Long, X.L., Chen,Y.Q., Du,G., Oh,Y., &Han, I.S.(2017). Theeffectofenvironmentalinnovationbehavioroneco­nomic and environmental performance of 182 Chinese firms. Journal of Cleaner Production, 166, 1274–1282. Manaktola,K.,&Jauhari,V. (2007).Exploringconsumer at-titude and behavior towards green practices in the lodg­ingindustryinIndia.InternationalJournalofContempo­rary Hospitality Management, 19(5), 364–377. McKercher, B.,Barry,M., &Wong, S. (2014) Does climate change matter to the travel trade? Journal of Sustainable Tourism, 22(5), 685–704. McKercher, B., Mackenzie, M., Prideaux, B., & Pang, S. (2014). Is the hospitality and tourism curriculum effec­tiveinteachingpersonal social responsibility? Journalof Hospitality & Tourism Research, 38(4), 431–462. Mihalic,T.(2016).Sustainable-responsibletourismdiscurse: Towards ‘responsustable’ tourism. Journal of Cleaner Production, 111, 461–470. Mihalic, T. (2013).A greentourism barometer inthe time of economic crisis: The concept and case of Slovenia. In D. Smolcic Jurdana(Ed.), Crisis – A challenge of sustainable tourismdevelopment?2ndInternationalScientificConfer­ence Tourism in South East Europe 2013 (pp. 1–17). Uni­versity of Rijeka, Fakulteta za menadžment u turizmu i ugostiteljstvu. Miller,G., Rathouse,K., Scarles, C., Holmes, K., & Tribe, J. (2010).Publicunderstandingofsustainabletourism.An­nals of Tourism Research, 37(3), 627–645. Pennington-Gray, L., Reisinger, Y., Kim, J. E., & Thapa, B. (2005). Do us tour operators’ brochures educate the tourist onculturallyresponsible behaviors? Acase study for Kenya. Journal of Vacation Marketing, 11(3), 265–283. Pett,M.J.,Lackey,N.R.,&Sullivan,J. J. (2003) Makingsense offactoranalysis:Theuseoffactoranalysisforinstrument development in health care research. Sage. Schwartz, S. (1977). Normative influences on altruism. Ad­vances in Experimental Social Psychology, 10, 221–279. Shaw,D.,&Clarke,I.(1999).Beliefformationinethicalcon-sumer groups: In an exploratory study. Marketing Intel­ligence and Planning, 17(2), 109–119. Shrestha,N.(2021).Factoranalysisasatoolforsurveyanaly-sis. American Journalof Applied Mathematicsand Statis­tics, 9(1), 4–11. Strong,C.(1997).Theproblemsoftranslatingfairtradeprin­ciplesintoconsumerpurchasebehavior.MarketingIntel­ligence and Planning, 15(1), 32–37. Tanner, C., Kaiser, F. G., & Wölfing Kast, S. (2004). Con­textual conditions of ecological consumerism: A food-purchasingsurvey. EnvironmentandBehavior,36(1),94– 111. United Nations General Assembly. (2015, September 18). Transforming our world: The 2030 agenda for sustainable development (DraftresolutionreferredtotheUnitedNa­tions summit for the adoption of the post-2015 develop­ment agenda by the General Assembly at its sixty-ninth session). https://wedocs.unep.org/20.500.11822/9814 unwto. B. l. Global code of ethics for tourism. https://www .unwto.org/global-code-of-ethics-for-tourism Urry,J.(1995). Consuming places. Routledge. Wang, C., Zhang, J.,Yu, P., & Hu, H.(2018). Thetheoryof plannedbehavior as a model for understandingtourists’ responsible environmental behaviors: The moderating role ofenvironmentalinterpretations. Journalof Cleaner Production, 194, 425–434. Wang, J., Bao J., Wang C., & Wu L. (2017) The impact of dif­ferent emotional appeals on the purchase intention for greenproducts:Themoderatingeffectsofgreeninvolve­ment and Confucian cultures. Sustainable Cities and So­ciety, 34, 32–42. Wang,P.,Liu,Q.,&Qi,Y.(2014).Factorsinfluencingsustain-able consumption behaviors: A survey of the rural resi­dents in China. Journal of Cleaner Production, 63, 152– 165. Wedel,M.,&Kamakura,W. (2002).Introductiontothespe­cial issue on market segmentation. InternationalJournal of Research in Marketing, 19(3), 181–183. Weeden, C. (2008). The values of ethical and responsible tourists [Unpublished doctoral dissertation]. University of Glasgow. Weeden, C. (2014). Marketing responsible tourism. In C. Weeeden&K. Boluk(Eds.),Managingethicalconsump­tion in tourism (pp. 225–239).Routledge. Wheeler, S. M. (2012). Climate change and social ecology: A new perspective on the climate challenge. Routledge. Williams, S. (2004). Tourism:Tourism,developmentandsus­ tainability. Routledge. World Travel and Tourism Council. (2011, November 8). wttc downgrades global T&T growth estimates for 2011 & 2012; maintains long-term confidence. Hospitalitynet. https://www.hospitalitynet.org/news/4053689.html Wright, T. (2004). The evolution of sustainability declara­tions in higher education. In P. Blaze Corcoran & A. E. J. Wals (Eds.), Higher education and the challenge of sus­tainability (pp. 7–19). Kluwer Academic Publishers. Young, W., Hwang, K., McDonald, S., & Oates, C.J. (2010). Sustainable consumption: Green consumer behavior when purchasing products. Sustainable Development, 18(1), 20–31. Zhang, X., & Dong F. (2020). Why do consumers make greenpurchasedecisions?Insightsfrom asystematicre-view. International Journal of Environmental Research and Public Health, 17(18), 6607. https://doi.org/10.3390 /ijerph17186607 Exploring Travel Behaviour Post-COVID-19: Towards a More Responsible Tourism Rehab El Gamil Alexandria University, Egypt rehab.elgamil@alexu.edu.eg Worldwide,the covid-19pandemichasaffectedtheeconomyandseriouslyhitthe travel and tourism industry. This will certainly impact destination image and travel behaviour in the future. This study aims to explore the changes in travel behaviour post-covid-19. Specifically, it seeks to examine to what extent these changes could lead to responsible tourism post-covid-19. Primary data was collected from 400 respondents through an online questionnaire and exploratory factor analysis was conducted. The study findings showed that many changes in travel behaviour will emerge following the covid-19 pandemic. This will accelerate the shift towards more responsible travel. Moreover, the exploratory factor analysis revealed that re­sponsible travellers post-covid-19 will be determined by three main factors: travel preferences, health and hygiene considerations, and destination choices. Thus, the study concluded that the responsible traveller post-covid-19 is the person whose travel behaviour, preferences, and choices will minimize the risk of spreading the pandemic before, during, and after the travel. This study ends with important im­plications for urgent cooperation between all tourism stakeholders such as dmos, service providers, and health authorities in tourism destinations. Keywords: covid-19 pandemic, travel behaviour, preferences,responsible traveller, exploratory factor analysis https://doi.org/10.26493/2335-4194.15.203-216 Introduction At the beginning of the year 2020, the world wit­nessed an exceptional moment when who declared thenewpandemic,namely‘thenovelCoronavirusdis-ease 2019’ as a global public health emergency (Wu et al., 2020). On February 11, 2020, China accounted for 42,708 coronavirus cases. Accordingly, many coun­tries imposed travel bans to reduce the movement of people, especially fromthe most affectedareas. In this context, Polyzos et al. (2020) stated that the covid­19 outbreak altered all the growth predictions of the tourism sector as the pandemic hit the global econ­omy aggressively. unwto (2020a) predicted that tourist activities woulddecline by 20–30. andthiswould reduce in­ternational tourism receipts by about 300–450 usd billion. Furthermore,unwto (n.d.)declaredthatthe impact of covid-19 on the tourism sector would be more threateningthan the financial crisis of 2008 and the sars epidemic, and that it will affect negatively tourism growth for the upcoming seven years. Addi­tionally, both short and long-term changes in travel behaviour could emerge (Papagiannakis et al., 2018). Quite recently, many studies have focused on the negative impacts of the covid-19 pandemic on the tourismsector(Sharma&Nicolau, 2020;Sigala,2020; Ugur & Akbiyik, 2020), recovery strategies for the tourism sector post covid-19 (Prayag, 2020; Yeh, 2020), and covid-19 pandemic and travel risk per­ception (Matiza,2020; Neuburger&Egger,2020;Sán-chez-Cańizaresetal.,2020).However,onlyafewstud­ieshaveaddressedthechangesin travelbehaviour and preferencespost-covid-19 (Ivanova et al., 2021; Mol-loyetal.,2021;Sinha&Nair,2020).Infact,thetourism industry has not experienced a global crisis such as covid-19 so the findings of the previous studies may be limited and not applicable (Abdullah et al., 2020). Moreover,thereisnopreviousstudythatclarifiedhow the changes in travel behaviour and tourism demand post-covid-19 may lead to the emergence of a new concept of responsible tourism. This study will contribute by highlighting the im­portance of exploring the new trends and changes in travel behaviour post-covid-19. Accordingly, the study will focus on how these changesmaylead to the emergence of a new concept of responsible tourism whichwill depend mainlyonhealthandhygienecon­siderations. Furthermore, this study will contribute to defining the concept of the responsible traveller post-covid-19.Thiscouldhelpthedestinations,mar­keters, and service providers to a better understand­ing of the new trendsand changesin tourismdemand post-covid-19 and accordingly to design a suitable tourism product. Thus, the purpose of this study is to fill the gap in knowledge related to the changes in travel behaviour post-covid-19andillustratethemostsignificanttrav­el trendsthat will dominatethe tourism market in the upcoming years. Specifically, this study aims to exam­inetowhatextentthistravelbehaviourwillberespon­sible and how covid-19 adds another dimension to the concept of responsible tourism in terms of sani­taryandhygieneconsiderations.Consequently,there-search questions can be summarized as follows: 1. Whatarethepotentialchanges/shiftsintravelbe­haviour that could emergepost-covid-19? 2. To what extent post-covid-19 travellers will act responsibly? Literature Review Post-covid-19Tourists’ Behaviour The tourism sector has been recognized for a long time as asectorvulnerable toany disasters orrisks, especially health and safetycrises (Estevăo and Costa, 2020). Concerning the current context of the covid­19 pandemic, it is expected that several changes will occur in tourism demand and travel behaviour. In fact, tourist behaviour is a result of interaction between internalelements(attitudes,motivations,be­liefs) and external elements (economic, social, and cultural settings) (Andrades et al., 2015). The external factorsareoftenresponsibleforthechangesintourists’ decisions and perceptions (Chebli and Said, 2020). However, Sinha and Nair (2020) emphasized that ev­ery unexpected outbreak leaves behind a shift, which may be orientedtoward the visitor, the destination,or eventhebehaviour.Accordingly,studyingtourists’be­haviour is a very important issue to improve tourism businesses and understand tourists’ choices and pref-erencesin the future (Quilty et al., 2020). Inthecontextofunexpectedcrises,thedecisionsof travellersandtheirchoicesareinfluencedbytheirper­ceptions of the safety and security of the tourism des­tination (Taylor & Toohey, 2007). After such shocks and challenges, the tourism sector has to recover and understand the travellers’ new behaviour (Mair et al., 2016; Chebli&Said,2020).However,travelbehaviour is very difficult to predict, particularly following any crisis (Vo Thanh, 2006). Besides, the change in travel behaviour isalongprocessandtravellerschangetheir preferencesgradually (Hagoort, 2020). As noted by Haque (2020), travel behaviour after anycrisiswillpassthrough three mainstages: panic, adapt, and new normal. From this perspective, An-dreini and Mangiň (2020) highlighted that, accord­ing to the theory of travel planning, the changes can emerge in the travel planning process during three stages (pre-trip, during the trip, and post-trip). Previously,thetourismsectorhasexperiencedvar­ious crises such as terrorist attacks, natural disasters, healthcrises,andfinancialcrises.Thesecrisesdirectly affected the tourist demand in many destinations in the short and long term (Polyzos et al., 2020). In this regard,Reicheletal.(2007)mentionedthatsuchcrises lead to an obvious shift in the tourist demand and consequently affect travel behaviour and destination choices. Similarly, Novelli et al. (2018) explained that managing the tourism industry during and after pan-demiccrisesisahardmission,particularlyforthegov­ernments,whichshouldadoptrecoverystrategiesand explore the changes in travel behaviour and prefer­ences. Since the spread of the covid-19 pandemic, the number of air passengers has dropped by 93. (Göss-ling et al., 2020). Accordingly, some travellers can-celled theirtravel plans forthe rest of 2020 whileoth­ers are still searching for low prices and willing to travel (Wachyuni & Kusumaningrum, 2020). Travel became a dream between fears and hopes and will probably be more difficult post-covid-19 (Foreign & Commonwealth Office, Department for Transport, The Rt Hon Dominic Raab mp, The Rt Hon Grant Shapps mp, 2020). In this respect, Han et al. (2020) mentioned that globally, the travel behaviour of in­ternational travellers post-covid-19 remains unclear mainly due to the uncertainty in the tourism market. Indeed, covid-19 has posed many challenges for destination marketing organizations (dmos) since theyhavetostudythemarketcarefullypost-pandemic. Recently, covid-19 has influenced travel behaviour and tourist decisions and it is expected that new pat­terns of tourists will emerge. Unexpectedly, travellers have found themselves confronted with internal re­strictions such as economic and health barriers, and external restrictions such as travel bans and closed borders (Gössling et al., 2020; De Vos, 2020). Hence, travellers have been forced to change their behaviour to adapt to thenew normal (De Vos,2020). Parallelto thepreviousarguments,somestudies(Shamshiripour et al., 2020; Molloy et al., 2021; Sinha & Nair, 2020) notedthattheimpactsof covid-19willcausechanges in various aspects such as travel plans, destination choice, and tourist preferences. The next section will address how covid-19 affects travel behaviour and how this could lead to more responsible tourism. Destination Choice Destination choice is a negotiationprocessconducted between destination characteristics and tourist at­tributes (Ankomah et al., 1996). Commonly, three el­ements affect tourists while making their travel de­cisions and choosing destinations: firstly, their social and psychological attributes; secondly, their percep­tionsoftravel risk; andthirdly, attributesofthe desti­nations including the risk elements which are associ­ated with these destinations (Perpińa et al., 2020). Furthermore,destination choice is a filtrationpro­cess that eases the decision-making through group­ing alternativedestinations(Karl et al., 2015) basedon the tourist’s desire to visit a destination and the pos­sibility of taking a holiday in this destination (Karl et al., 2020). Risk perception is a key factor that affects the intentions and choices of tourists to travel (Bae & Chang, 2020). Therefore, destinations with high risk willbeunattractiveandalsoimpossibletovisit(Karlet al.,2020). The decisionsoftravellersandtheir choices are influenced by their perceptions of the safety and security of the tourism destination (Taylor & Toohey, 2007). In general, several studies (Bae & Chang, 2020; Kock et al., 2020; Neuburger & Egger, 2020; Wang et al., 2020) mentioned that fears about covid-19 will impact travel decisions for the next six months. According to h2r Market Research (2020), most of the respondents (more than 50.) stated that they do not have the intention to visit destinations with high cases of covid-19 infections. Additionally, Wilson and Chen (2020) stated that tourism and travel will witness two phases of changes:short-term trends that will control the market for more than two years, and long-term which will be hard to predict. In this light, tourist demand will experience a no­ticeable shift from visiting large and crowded cities and tourism hot spots to small cities, and less popu­lated and remote destinations (Chebli & Said, 2020). Touristbehaviourwhilechoosingadestinationwillbe affected by distance (Yang et al., 2018). Thus, Bratic et al. (2021) highlighted that due to the covid-19 pandemic, tourists will replace their international va­cations with safer domestic ones. It is obvious that domestic tourism will be the first choice for many tourists after the pandemic, at least in the upcoming six months (Li et al., 2020; Wachyuni & Kusuman­ingrum, 2020). Similarly, during the 2003 sars out-break,touristdemandincreasedfornature-baseddes­tinationsandcountrysideaccommodation(Hanetal., 2020). It is evidently clear that health and hygiene issues become an important factor while tourists are choos-ing their destinations in the pandemic era (Wachyuni & Kusumaningrum, 2020) Also, the number of in­fected cases in the host destinations is considered a key determinant in tourists’ choices. This may affect tourists’ intentions toward the host destination (Li et al., 2021). Therefore, a consistent health system in the hostdestinationwillbeanimportantaspectoftourists’ decisions. From the previous arguments, it can be noted that the tourist post-covid-19 will be more responsible in terms of destination choice. They will avoid choosing destinationswithahighnumberofinfectedcases,and choosetotraveldomesticallyinremoteandsmalldes­tinationswhich could reducethe risk of spreadingthe virus and protect themselves and others. Tourist Preferences Duetothecontinuousriskofinfectionandtherestric­tions of covid-19, which are imposed by many des­tinations, choices have become very limited. Tourists willcertainlychangetheirpreferencesandattitudesto travel(Jamal&Budke,2020). So,meetingthedemand of this new tourist is the only choice. As mentionedabove,touristswill prefertochoose domestic destinations; in this regard, the study of the Family Travel Association (n.d.) expected an evident increase in road trips between cities as a suitable al­ternative to travel by plane. This reflects that two emerging trends may dominate travel post-covid­ 19. Firstly, the increasing demand for traveling by pri­vate cars and vehicles as travellers will feel safer and will avoid public transportation (Sadique et al., 2007; De Vos, 2020; Wilson & Chen, 2020). Secondly, the increasing demand for family leisure travel for short vacationsastravellers will choose totravel in small groups(familymembers,relatives,orclose friends)to avoid contact with unknown groups (Wilson & Chen, 2020). Similarly, Sadique et al. (2007) explained that olderpeoplein Asian and Europeandestinationshave adopted this behaviour during times of sars and in­fluenza. Regarding bookings and travel insurance, trav­ellers will look for more flexible bookings. During the spread of the covid-19 pandemic, many travellers were disappointed as they bought non-refundable tickets (Chebli & Said, 2020). As a result, many travel agencieswillchangetheirpoliciestoencouragepeople to travel,for example, adoptinga last-minute cancela­tion’ policy. Actually, numerous insurance companies have started to improve their policies to be more flex­ible and to offer various options to travellers (Ugur & Akbiyik, 2020). In terms of accommodation preferences post-co­vid-19, Wilson and Chen (2020) expect that guests willbeconcernedwithsanitationandcleanlinessprac­tices. Consequently, booking of private accommoda­tions such as apartments, campsites, and cabins will increase while the bookings of hotels and resorts may decrease.Thenew touristswillalsochooseluxuryho-tels where they can trust in the applied sanitization measures. In this context, unwto (n.d.) predicted that many travellers will choose to spend their hol­idays close to their homes. Thus, staycation tourism will be more suitable for short vacations. With respecttotouristactivities,it isexpectedthat travellers will prefer outdoor and recreational activ­itiessuchascycling,yoga, andwalking tours. The recreationaldestinationsandopenareassuchasparks may create positive experiences post-covid-19 (De Vos, 2020; Singh et al., 2020). Travelers will prefer more ecotourism and green tourism and will support responsible travel (Chebli & Said,2020). On the other hand, travellers will depend more on online purchas­ing to book all tourism services and products (Martin et al., 2013). As predicted by Shi et al. (2019) and De Vos(2020),thepandemicanditsmeasureswillleadto an increase in the online shopping rate and this may affect shopping trips, which will decrease. From the previous arguments, it is obvious that there is a significant shift and change in tourist pref­erences post-covid-19. Most of them are linked to health and safety measures to decrease their risk of exposure to the coronavirus. This reflects that post­covid-19 travellers will be more responsible for their safety and will adopt responsible behaviour towards travel and destinations. Responsible Travel in the Post-COVID-19 Era The rapid changes in the travel and tourism indus­try following the covid-19 pandemic raised an ur­gent call for more responsible travel. Therefore, the concept of responsibility has become a key approach for the recovery of the tourism sector. Responsible tourismis a formoftourismthataims toreducethenegativeimpactsoftourismonthecom­munityandtheenvironment.Hence,responsibletour-ism is aligned with sustainability’s objectives (Good­win & Francis, 2003; Cheng & Wu, 2015). In this con­text, Kim et al. (2017) noted that responsible tourism is a promising market as the consumers are charac­terized by ethical consumption and responsible be-haviour towardsdestinations. As mentioned in Lexico (‘Responsibility,’ n.d.)the concept of responsibility in­cludes two aspects, individual behaviour and ethical aspects. It has been widely recognized that tourism based on ethical actions supports the idea of responsible travel (Tribe, 2002; Fennell & Malloy, 2007; Kim et al., 2017). Indeed, responsible travel includes visiting naturalsites, social responsibility, protectingthe envi-ronment,andsupportingthelocalcommunity(Honey & Stewart, 2002). Previously, the travel sector was dominated by the insistent drive for profits and growth (Jover & Diaz-Parra,2020).Inasimplesense,over-tourismwasare­markablephenomenonthatthreatenedmanydestina­tions before the covid-19 crisis (Higgins-Desbiolles, 2020). Within this context, the covid-19 crisis has pointedouttheneedforsustainabilityandresponsibil­ity in managingeconomicactivities(unwto,2020b). One of the most important aspects of responsible travel is to collect information about the host desti­nation and understand the risks carefully (Jamal & Budke, 2020). Due to the pandemic, tourism destina­tionsimposed some ethical valuesand legalmeasures fortravellerstofollowbeforeandduringtheirtrips,in order to respect the places they visit. These measures are mostly related to safety and health concerns, for example, passing a coronavirus test, wearing a face-mask, and practising social distancing. unwto (2020b)confirmedthatwell-plannedand managed tourism could responsibly contribute to the improvement of the health and well-being of trav­ellers,thelocalcommunity,andservice.Inresponseto thepandemicrisk, unwto startedtoguidethetravel andtourismsectortomitigatetheimpactsofthiscrisis by collaborating with the World Health Organization to emphasize that the tourism industry is coping with the new normal in a responsible way. For instance, a hashtag was launched for all travellers – ‘Stay home today, #traveltomorrow.’ It was one of the most influ­entialcallsfrom unwto toincreasetravellers’aware­ness, solidarity, and responsibility to slow down the spreading of the virus. Beyond the economic losses of the tourism sector, unwto (2020b) highlighted the importance of putting people first. Furthermore,it re­ported that the destinations and tourists should share the responsibility. Thenegative impacts of thecovid-19 pandemic on the global economy, especially the travel and tour­ism sector, led many destinations around the world to reopen their borders to save their economies. Al­though unwto called for more responsibility while reopening the tourism industry, it failed to define clearly the concept of responsible tourism in the con­text of covid-19 recovery strategies (Tremblay-Huet & Lapointe, 2021). Undoubtedly, this responsibility should be a long-termapproachforallservice provid­ers,localcommunities,andtravellersaswell,toreduce the spreadofthevirusandmanagethecontamination (Jamal & Budke, 2020). Interestingly,the covid-19pandemiccrisisiscon­sidered an exceptional opportunity to rearrange and readjust the tourism sector towards a new path for abetterfuture. This means thatthe responsibleap­proachis anessentialrequirementto reorienttourism to the public benefit (Higgins-Desbiolles, 2020). Ad­ditionally, Tremblay-Huet and Lapointe (2021) under­scoredthatthroughthechoicesofresponsibletourists, theimpacts canbemitigated. Thus, touristshaveare­sponsibility to follow the measures imposed by who and their national authorities to minimize transmis­sion during and after their trip. Methodology Sampling Technique A convenience sampling technique was used to col­lect the study data. It is a time-saving technique and allows the researcher to reach a huge number of re­spondents regardless of their geographic location. In Rehab El Gamil addition,theparticipantsarefreetocompletethesur­vey questionnaire at any time (An et al., 2019). The data of this study were collected from a total of 400 participants through an online questionnaire. Of the sample,56.werefemales,45.25.agedbetween31–40 yearsold,49. were single,52. hada Bachelor degree and 43. of the respondents originated from the Mid­dle East. Data Collection A quantitativeapproach wasusedin thisresearchto collect data, as it is the most appropriate approach for the research subject. A questionnaire was conducted to realize the study’s objectives and to answer the re­search questions. The questionnaire was shared on-line through social media (Facebook, WhatsApp) and somepagesfortravelbloggersandtravelgroupsinor­der to reach a greater geographical and demographic sample. 420 questionnaires were received online in one month starting from 5th of May till 5th of June 2020. Twenty questionnaireswereexcluded due to in­complete responses so that 400 valid questionnaires were retained for data analysis. Questionnaire Design The questionnaire was written in English and trans­latedtoArabictoincreasethesamplesizeandtherate of participation. The measurement items (34 items) were developed based on the existing measurement scales from the literature and previous studies but adaptedtothecurrentsituationofthe covid-19pan­demic. Additionally, the questionnaire was anony­mous and participation was voluntary. The questionnaire was divided into three main sections to explore the expected changes and shifts in tourist behaviour post-covid-19. In addition, it aims to investigate whether these changes will lead tourists toward responsible behaviour. The first sec­tion describes the socio-demographic characteristics of the respondents(e.g. gender,age, nationality,mari­tal status, educational level, and job). The second sec­tion consists of six questions that explore the respon­dents’ travel plans and destination choices following the covid-19 pandemic. The third section includes 34 statements that highlight the tourists’ behaviour Exploring Travel Behaviour Post-COVID-19 and preferences post-covid-19 and their trend to­ward responsible travel post-covid-19. Data Analysis Descriptivestatisticssuch as frequencies andpercent-ages were used to describe the respondents’ socio­demographic characteristics and their travel plans anddestinationchoicespost-covid-19. ALikertscale consistingofa five-pointscale fromone(stronglydis-agree) to five (strongly agree) was used and the im­portance of each statement for the travellers was de­termined by the value of its mean and standard devi­ation. Furthermore, exploratory factor analysis based on the principal component method was conducted to explore the factors determining responsible travel behaviour post-covid-19. Accordingly, only the fac­tors with an Eigenvalue greater or equal to one were considered essential (Luo & Deng, 2008). Results and Discussion Travel Plans and Destination Choice Table 1 showed that most of the respondents (73.) used to travel between one to three times per year; 86.25. of them had a travel plan before the covid­19 pandemic. Also, the results showed that 47.25. of Table 1 Respondents’ Travel Plan Variables n . Number of travels abroad per year .–. times .–. times More than . times ... .. .. ..... ..... ..... Having a travel plan this year before covid-.. crisis Yes No ... .. ..... ..... Concerning the I cancelled it ... ..... respondent’s plan I postponed it ... ..... after covid-.. Iwilldecideafter the ... ..... crisis travel bans are lifted Planning to travel Yes ... ..... after the cancel. of No .. ..... covid-.. meas. I am not sure ... ..... Notes N = 400. Table 2 Post covid-19 Pandemic Destination Choice Regions Safest regions Risky regions n . n . African countries ... ..... .. .... European countries .. .... .. ..... usa . .... ... ..... Asian countries .. .... .. ..... Middle East .. .... .. .... Australia and New Zealand ... ..... .. .... Oceania and Pacific Islands .. ..... . .... Total ... ...... ... ...... therespondentswilldecideabouttheirtravelplansaf­ter the travel bans are lifted and 55.5. of them have a plan to travel after the cancellation of covid-19 out­break measures. This result is supported by Wachyuni andKusumaningrum(2020)whohighlightedthatthe traveller’s attitude to travel post-covid-19 is positive and many of them have a plan after the travel bans are lifted. Overall, Assaf and Scuderi (2020) expected thatthetourismindustrywillstartagainoneyearlater after the covid-19 pandemic, whereas Ivanova et al. (2021)exploredthefuturebehaviourofBulgariantrav­ellers and found that most of them have the inten­tion to travel inside the region within two months. These results emphasize the importance of studying the market’s needs and tourists’ preferences post-co­vid-19. Concerningdestinationchoiceandtouristriskper­ception post-covid-19, Table 2 showed that 32.5., 25.5., and 21.2. of the respondents considered Aus­tralia and New Zealand, African countries, Oceania, and the Pacific Islands, respectively, as the safest des­tinations to travel post-pandemic. However, 42.5., 22.2., and 14.2. of the respon­dents considered the usa, European countries, and Asian countries respectively as the riskiest destina-tionstotraveltopost-covid-19.Thisisclearevidence thatthe covid-19pandemicplaysasignificantrolein various aspects of life and dominates where and how peoplespendtheirvacations(Braticetal.,2021).These results are in accordance with Sönmez and Graefe (1998) who discussed that the tourist could change his travel plan to avoid risky destinations and look for safer alternatives. Likewise, this certainly fits with Cahyanto et al. (2016), who mentioned that there is an evident relationship between travel behaviour and risk perception. Also, in the same study, he stated that tourists choose their destinations according to the re­ported cases and infection rate. In this respect, Chew and Jahari (2014) clarified that the risks which are re-latedtohealth,forexampleviralinfection,couldaffect destination choice and tourism providers. Tourist Behaviour and Preferences Post-COVID-19 A list of 34 statements related to the travellers’ be-haviour and preferencespost-covid-19was provided to respondents. They were asked to indicate the im­portance of each statement, ranging from one to five (strongly disagree to strongly agree). The mean and standarddeviationsofthestatementsareshowninTa­ble 3. The five top-ranked features are (with means): I now will not trust staying in rented apartments, Airbnb and hostels (4.19); I will prefer travelling by car,trainorbustotravellingbyplane(4.18);Iwillpre-fer booking with freecancellation(4.16); I will respect the social distancing in all places and while dealing with people (4.14); and I will accept passing a coron­avirustestasarequirementtotraveltosomecountries (3.98) (Table 3). Exploratory Factor Analysis Exploratory factor analysis was performed on the 34 statements to reveal any underlying patterns of re­sponses. After factor loading, only 18 of 34 statements were retained and considered as essential due to their eigenvalue which was greater or equal to one (Luo & Deng, 2008). With a kmo value of 0.9448, the study sample showed good adequacy and reliability, as Hair et al. (2010) noted that a Kaiser-Meyer-Olkin (kmo) value greater than 0.6 indicates sampling adequacy. The final analysis revealed three-factor solutions withatotalvariationof71.78..Thesefactor-solutions include tourist preferences, health and hygiene con­siderations, and destination choice. Table 4 showed the percentage of variance explained by each factor, in which Eigenvalues are greater than or equal to Table 3 Travellers’ Behaviour and Preferences Post-covid-19 Statements Mean sd Iwillprefertotravelsolo ..... ..... I will avoid travel with unknown groups of people ..... ..... I will start to travel inside my home country (domestic travel) ..... ..... In the case of feeling ill, I will avoid interaction with my family and friends for a while ..... ..... I will start travelling by visiting my friends, family, and relatives in other cities ..... ..... I tend to choose destinations depending on their natural and rural tourism-based activities rather than ..... ..... urban/mass destinations There are some countries and regions that are very risky and I don’t wish to visit them now ..... ..... I will choose to travel to small cities rather than large cities and capitals ..... ..... I will follow the social rules that apply at the places I visit ..... ..... I will prefer environmentally friendly tours ..... ..... I will give more attention to the reviews about the accommodation cleanness ..... ..... I will prefer booking with free cancellation ..... ..... I will seek comfort and hygiene rather than luxury in the accommodation ..... ..... I will seek day trips and overnights as a short vacation ..... ..... I will look for lower airfares and emptier planes ..... ..... I will look for booking a flight ticket with more flexibility ..... ..... I will book online all the attractions, activities and my tickets for internal tours to avoid waiting in queues ..... ..... I will check and read carefully all the items covered by travel insurance to ensure that I will receive reim- ..... ..... bursement during any travel ban I will accept passing the coronavirus test as a requirement to travel to some countries ..... ..... I will avoid eating street food during my trip ..... ..... I will reduce dining out and I will prefer to order take away meals ..... ..... I now will not trust staying in rented apartments, Airbnb, and hostels ..... ..... I will give more time to free walking tours ..... ..... I will prefer a different form of tourism, more respectful of the visited communities and nature ..... ..... I will prefer to visit natural sites such as parks and beaches more than closed historical places ..... ..... I believe my way of shopping will fundamentally change ..... ..... I will respect social distancing in all places and while dealing with people ..... ..... I will go out with my mask, gloves, and sanitizer ..... ..... I will use mobile payment options more ..... ..... I will write reviews about the hygiene and sanitation measures related to all the places I visited ..... ..... Continued on the next page one. With a total variance of 71.78., factor one is ex-preferences and it includes 11 items and comprises plained by 38.68., so this factor is the most signifi-thetourists’ preferences,suchas:flightbooking,travel cantdeterminantofresponsibletravelbehaviourpost-insurance, type of accommodation, means of trans­covid-19. This factor (factor 1) is named tourists’ portation, booking attractions, and activities, and fol­ 210 | Academica Turistica, Year 15, No. 2, August 2022 Table 3 Continued from the previous page Statements Mean sd I will write reviews about the hygiene and sanitation measures in the visited destination ..... ..... I will send reviews about the management of the covid-.. crisis in the visited destination ..... ..... I will continuously check my health status ..... ..... I will prefer travelling by car, train or bus to travelling by plane ..... ..... Table 4 Factor Analysis of Responsible Traveller Behaviour Post-covid-19 Statements Factor. Factor. Factor. Com. I will prefer booking with free cancellation ...... ...... I will look for booking a flight ticket with more flexibility ...... ...... I now will not trust staying in rented apartments, Airbnb, and hostels ...... ...... I will check and read carefully all the items covered by travel insurance to ensure that ...... ...... I will receive reimbursement during any travel ban I will give more attention to the reviews about the accommodation’s cleanness ...... ...... I will prefer travelling by car, train or bus to travelling by plane ...... ...... I will seek comfort and hygiene rather than luxury in the accommodation ...... ...... I will respect social distancing in all places and while dealing with people ...... ...... I will look for lower airfares and emptier planes ...... ...... I will accept passing the coronavirus test as a requirement to travel to some countries ...... ...... Iwillbook onlineall theattractions, activitiesand my ticketsfor internal tours to ...... ...... avoid waiting in queues I will write reviews about the hygiene and sanitation measures related to all the places ...... ...... I visited (including hotels, restaurants, tourism sites) I will write reviews about the hygiene and sanitation measures in the visited destination. ...... ...... I will send reviews about the management of the covid-.. crisis in the visited destination.s ...... ...... I will continuously check my health status. ...... ...... I will start to travel inside my home country (domestic travel). ...... ...... There some countries and regions that are very risky and I don’t wish to visit them now. ...... ...... I will choose to travel to small cities rather than large cities and capitals ...... ...... Eigenvalue ....... ...... ...... Percentage of variance (total = .....) ..... ..... .... Cumulative variance percentage ..... ..... ..... Cronbach’s alpha (total = ......) ...... ...... ...... Notes Factor 1: Tourist preferences, Factor 2: Health and hygiene considerations, Factor 3: Destination choice. lowing covid-19 measures. These results are in line surance which could cover various options, and also with those obtained by Wilson and Chen (2020) and highlighted that travellers will look for more flexible Chebli and Said (2020), who predicted that travellers booking means. will be aware of the importance of buying travel in-Additionally, these results are similar to the study Academica Turistica, Year 15, No. 2, August 2022 |211 Figure 1 Determinant Factors of the Responsible Traveller Post-covid-19 of Wachyuni and Kusumaningru (2020), who noted that travellers have become more careful about clean­liness and safety after the covid-19 pandemic. Also, this is supported by the findings of Chebli and Said (2020),whoexplainedthat covid-19puthygieneand the cleanliness of accommodation, tourism facilities, services, and tourist attractions as a priority for trav­ellers. Furthermore, these results are aligned with the study of Wen et al. (2005), who explained that during the sars crisisinChina,touristsstartedtotraveldo­mestically, especially in rural areas where social dis­tance can be easily applied. They preferred travelling with family by car instead of by plane. Factortwoisnamed ‘Healthandhygieneconsider­ations,’andcomprisesfouritems.Theresultsreflected that travellers are very interested in the hygiene and sanitation measures in the visited destinations and they stated that they give their feedback about the management of the covid-19 crisis in these destina­tions. This reflects that the travellers’ behaviour post­covid-19 will be more responsible, not only during their trips but even after the trip. This finding comes in line with the study of Chebli and Said (2020) who statedthatthehealthsystem,thequality of theoffered care,andthemanagementofthehostdestinationdur­ing the covid-19 pandemic have turned into signifi­cant factors that affect travel decisions. Finally, factor three is named ‘destination choice’; it includes only three items. The items loaded are re­lated to destination choices. The results showed that post-covid-19 travellers prefer domestic travel, vis­iting countries with low covid-19 cases and small cities,andthattheywillavoidmasstourism. Theseas­pects were examined by Lahood (2020), who clarified that the covid-19 pandemic will influence tourists’ preferences and will change their choices. Also, it matches with the previous studies of Pizam and Fleis­cher (2002) and Rittichainuwat and Chakraborty (2009), who emphasized that tourists avoid choos­ing the countries and regions with safety risks, for instance, natural disasters, terrorism, or a pandemic outbreak. Similarly, this finding is affirmed by Floyd et al. (2004) and Chebli and Said (2020), who clari­fied that risk perception is an important aspect in de­cision making and also influences tourist behaviour. The valuesof each statementincluded in these above-mentioned three factors have a factor loading above 0.5. It can be concluded thatthe concept of responsible tourism has been redefined following the covid-19 era. Currently, health and sanitary considerations are the key factors that affect travel behaviour and tourist choices. Accordingly, the responsibility has become a sharing mission between tourists and destinations. Conclusion and Recommendations This study provided an exploratory overview of the changes in travel behaviour post-covid-19. It high­lighted the expected trends which will dominate the travel and tourism sector for the short and medium-term. The findings revealed that the responsible trav­ellers post-covid-19 will be determined by three main factors:travelpreferences,healthandhygienemeasures, anddestinationchoices.Moreover,thestudyconcluded that the contamination rate and the number of coro­navirus cases might have a negative impact on tourist demand.Thismeansthathealth/safetyconsiderations and perceived risk are significant factors that affect destination choice following the covid-19 crisis. Significantly, the study also presented a new con­cept of the responsibletraveller post-covid-19 which highlights two aspects: the importance of health and hygiene considerations and the impact of travellers’ choices on others and the destinations. Consequently, the study concluded that a responsible traveller is a person whose travel behaviour minimizes the risk of spreading the pandemic before, during, and after travel. This highlights the power of the traveller as a responsible decision-maker in the covid-19 era. This pandemic has accelerated the transformation of worldwidetourismtoasustainablepathwhichshould be the newnormal. Developingguidelinesforrespon­sibleandsafetravelpost-covid-19couldsignificantly help travellers to make responsible choices. To design these guidelines, the stakeholders should use mutual standardsbasedonsustainabilityandresponsibilityto cope with any challengesin the future. Recommendations for Service Providers Such As Hotels, Tour Operators, and Airlines Depending on the above-mentioned findings,the ser­vice providers should make serious responses effec­tively and quickly. Presently, they face challenges to regaining the confidence of travellers. This requires adopting new policies related to refund/cancellation rules and hygiene measures. In addition, there is an urgent need to redesign the tourism products and of­fers to match with the new needs and expectations of tourists. In other words, service providers should re­examine their marketing mix carefully with regard to new preferences. Recommendations for Destinations Marketers and Managers The destination marketers should adopt, for instance, the strategy implemented by Asian countries, partic­ularly Thailand, Hong Kong, Vietnam, and Singapore after the sars pandemic. This strategy is based on promoting these destinations as safe and responsible countries to repair their tourism images and attract visitors again. dmos have to review their business model and launch innovative marketing and promo­tional campaigns to attract more tourists. It is impor­tant for dmos to collaborate with public and private sectors to ensure a sufficient level of safety before and during travel. Inaddition,itisessentialfortourismmanagersand marketerstoincreasetheircommunicationeffortsand use various channels. Finally, dmos have to encour­age stakeholders to spread the marketing messages aimed at responsible tourism post-covid-19, trying to increase the awareness of tourists and promoting sustainable actions. The Limitations and Future Research The main limitations of this research are: firstly, this study has a time limitation as the data were collected atthebeginningofthepandemicoutbreak,andtheef­fects of the pandemic may bring more changes in the travel and tourism industry. Secondly, the sample is limited as the author collected data through an online questionnaireandmainlyfromsocialmediachannels. Finally, this study has an obvious limitation as it only focusedonthefuturetrendsandthechangesintourist behaviour. Future studies could explore the relationship be­tween tourist behaviour and the risk factors related to health. In addition, more studies should address the tourist profile and experience post-covid-19. This could help the destinations and marketers to target the new tourists based on their new beliefs and per­ceptions after the covid-19 crisis. Lastly, future studies should explore the changes in travel behaviour post-covid-19 in specific regions and nationalities and different market segments. This willhelptheserviceproviderstodesigntourismprod­ucts which will meet the tourists’ expectations based on their socio-demographic characteristics. References Abdullah,M., Dias,C., Muley, D., & Shahin, M. (2020). Ex-ploringtheimpactsof covid-19ontravelbehaviorand mode preferences. Transportation Research Interdisci­plinary Perspectives, 8, 100255. https://doi.org/10.1016/j .trip.2020.100255 An,J.,Do,D.K.X.,Ngo,L.V.,&Quan,T.H.M.(2019).Turn­ing brand credibility into positive word-of-mouth: In­tegrating the signaling and social identity perspectives. Journal of Brand Management, 26(2), 157–175. Andrades,L.,Dimanche,F.,&Ilkevich,S.(2015).Touristbe­havior and trends. In f. Dimanche &L. Andrades (Eds.), Tourism in Russia: A management handbook (pp. 101– 130). Emerald Group Publishing. Andreini, D., & Mangiň, F. (2020). Back to the basics in the tourism marketing during Covid-19 emergency. In F. Burini(Ed.), Tourismfacing apandemic: From crisisto recovery (pp. 41–47). Universitŕ degli Studi di Bergamo. Ankomah, P. K., Crompton, J. L., & Baker, D. (1996). Influ­ence of cognitive distance in vacation choice. Annals of Tourism Research, 23(1), 138–150. Assaf, A., & Scuderi, R. (2020). covid-19 and the recovery of the tourism industry. Tourism Economic, 26(5), 731– 733. Bae, S. Y., & Chang, P. J. (2020). The effect of coronavirus disease-19 (covid-19) risk perception on behavioural intention towards ‘untact’ tourism in South Korea dur­ingthefirstwaveofthepandemic(March2020).Current Issues in Tourism, 24(7), 1017–1035. Bratic, M., Radivojevic, A., Stojiljkovic, N., Simovic, O., Ju-van, E.,Lesjak, M.,& Podovšovnik, E. (2021).ShouldI stay or should I go? Tourists’ covid-19 risk perception and vacation behavior shift. Sustainability, 13(6), 3573. https://doi.org/10.3390/su13063573 Cahyanto,I., Wiblishauser,M., Pennington-Gray,L., & Sch-roeder,A.(2016).Thedynamicsoftravelavoidance:The case of Ebola in the us. Tourism Management Perspec­tives, 20, 195–203. Chebli, A., & Said, F. B. (2020). The impact of Covid-19 on tourist consumption behaviour: A perspective article. Journal of Tourism ManagementResearch, 7(2), 196–207. Cheng, T. M.,&Wu, H.C. (2015). Howdoenvironmental knowledge, environmental sensitivity, and place attach­mentaffectaffectenvironmentallyresponsiblebehavior? Journal of Sustainable Tourism, 23(4), 557–576. Chew, E.Y.T., &Jahari, S. A. (2014).Destination imageas a mediator between perceived risks and revisit intention. Tourism Management, 40, 382–393. De Vos, J. (2020). The effect of covid-19 and subsequent social distancing on travel behavior. Transportation Re­search Interdisciplinary Perspectives, 5, 100121. https:// doi.org/10.1016/j.trip.2020.100121 Estevăo, C., & Costa, C. (2020). Natural disaster manage­ment in tourist destinations: A systematic literature re­view. European Journal of Tourism Research, 25, 2502. https://ejtr.vumk.eu/index.php/about/article/view/417 Family Travel Association. (N.d.). Family travel trends and research. https://familytravel.org/family-travel-trends -and-research/ Foreign & Commonwealth Office, Department for Trans­port, The Rt Hon Dominic Raab mp, and The Rt Hon Grant Shapps mp. (2020, March 23). Foreign Secretary advises all British travelers to return to the uk now. Gov .uk. https://www.gov.uk/government/news/foreign -secretary-advises-all-british-travellers-to-return -to-the-uk-now Fennell, D., & Malloy, D. (2007). Codes of ethics in tourism, practice, theory, synthesis. Channel View Publications. Floyd, M. F., Gibson, H., Pennington-Gray, L., & Thapa, B. (2004). The effect of risk perceptions on intentions to travel in the aftermath of September 11, 2001. Journal of Travel & Tourism Marketing, 15(2–3), 19–38. Goodwin, H., & Francis, J. (2003). Ethical and responsible tourism:Consumertrendsinthe uk.JournalofVacation Marketing, 9(3), 271–284. Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourismandglobalchange:Arapidassessmentof covid­ 19. Journal of Sustainable Tourism, 29(1), 1–20. h2r Market Research. (2020, June 26). More post-pandemic travel trends to expect. http://news.h2rmarketresearch .com/news/2020/6/26/more-post-pandemic-travel -trends-to-expect Hagoort,A.M.(2020).Travelbehaviourchangesduringtimes of covid-19: A mixed methods research to the effects of covid-19 on travel behaviour in the Netherlands [Un­published master’s thesis]. Universiteit Utrecht. Hair,J.F.,Anderson,R.E.,Babin,B.J.,&Black,W.C.(2010). Multivariate data analysis: A global perspective (7th ed.). Pearson. Han, H.,Al-Ansi,A., Chua,B.L., Tariq, B.,Radic, A., & Park,S.H. (2020).Thepost-coronavirusworldinthein­ternational tourism industry: Application of the theory of planned behavior to safer destination choices in the case of us outbound tourism. International Journal of Environmental Research and Public Health, 17(18), 6485. https://doi.org/10.3390/ijerph17186485 Haque, A. (2020). covid 19 and changes in travel behavior: Is there any ‘new normal’? https://www.academia.edu/ 43430446/COVID_19_and_Changes_in_Travel _Behavior_Is_there_any_New_Normal_ Higgins-Desbiolles,F. (2020).The ‘war over tourism:’ Chal­lengestosustainabletourisminthetourismacademyaf­ter covid-19. JournalofSustainableTourism,29(4),551– 569. Honey, M., & Stewart, E. (2002). The evolution of ‘green’ standards for tourism. In M. Honey (Ed.), Ecotourism and certification (pp. 33–71). Island Press. Ivanova, M., Ivanov, I. K.,&Ivanov,S.(2021). Travel be-haviour after the pandemic: The case of Bulgaria. Ana­tolia, 32(1), 1–11. Jamal, T., & Budke, C. (2020). Tourism in a world with pan­demics: Local-global responsibility and action. Journal of Tourism Futures, 6(2), 181–188. Jover, J.,&Díaz-Parra,I. (2020). Who is the city for? Over-tourism, lifestyle migration and social sustainability. Tourism Geographies, 24(1), 9–32. Karl,M., Muskat,B., &Ritchie, B.W. (2020). Whichtravel risks are more salient for destination choice? An exam­ination of the tourist’s decision-making process. Jour­nal of Destination Marketing & Management, 18, 100487. https://doi.org/10.1016/j.jdmm.2020.100487 Karl, M., Reintinger, C., & Schmude, J. (2015). Reject or se­lect: Mapping destination choice. Annals of Tourism Re­search, 54(c), 48–64. Kim, M. J.,Park, J. Y.,Lee,C. K., & Chung,J. Y.(2017). The role of perceived ethics in the decision-making process forresponsibletourismusinganextendedmodelofgoal­directed behavior. International Journal of Tourism and Hospitality Research, 31(4), 5–25. Kock,F., Nřrfelt, A.,Josiassen, A., Assaf, A. G., & Tsionas, M.(2020). Understandingthe covid-19touristpsyche: The evolutionary tourism paradigm. Annals of Tourism Research, 85, 103053. https://doi.org/10.1016/j.annals .2020.103053 Lahood, B. (2020, June 10). Destination marketing is not just about the recovery – It’s now a long game. PhocusWire. https://www.phocuswire.com/Destination-marketing­coronavirus-long-game?oly_enc_id=6344G1891512G4Z Li,J.,Nguyen,T.H.H.,&Coca-Stefaniak,J.A.(2020).Coro­navirus impacts on post-pandemic planned travel be­haviours.AnnalsofTourismResearch,86,102964.https:// doi.org/10.1016/j.annals.2020.102964 Li,X.,Gong,J.,Gao,B.,&Yuan,P.(2021). ImpactsofCovid­19 on tourists’ destination preferences: Evidence from China. Annals of Tourism Research, 86, 103258. https:// doi.org/10.1016/j.annals.2021.103258 Luo,Y.,&Deng,J.(2008).Thenewenvironmentalparadigm and nature-based tourism motivation. Journal of Travel Research, 46(4), 392–402. Mair,J., Ritchie, B. W.,&Walters, G. (2016). Towards are-search agenda for post-disaster and post-crisis recovery strategies for tourist destinations: A narrative review. Current Issues in Tourism, 19(1), 1–26. Martin, D., Sirakaya-Turk, E., & Cho, W. (2013). Interna­tional tourism behavior in turbulent times. Journal of Business Research, 66(6), 689–691. Matiza,T.(2020).Post-covid-19crisistravelbehaviour:To­wards mitigating the effects of perceived risk. Journal of Tourism Futures, 8(1), 99–108. Molloy, J., Schatzmann, T., Schoeman, B., Tchervenkov, C., Hintermann, B., & Axhausen, K. W. (2021). Observed impactsof covid-19ontravelbehaviourinSwitzerland basedonalarge gps panel.TransportPolicy,104(C),43– 51. Neuburger, L., & Egger, R. (2020). Travel risk perception and travel behaviour during the covid-19 pandemic 2020: A case study of the dach region. Current Issues in Tourism, 24(7), 1003–1016. Novelli, M.,Gussing Burgess, L., Jones,A., & Ritchie, B.W. (2018). ‘No Ebola ... still doomed’ – The Ebola-induced tourism crisis. Annals of Tourism Research, 70, 76–87. Papagiannakis,A.,Baraklianos,I.,&Spyridonidou,A.(2018). Urban travel behaviour and household income in times of economic crisis. Transport Policy, 65, 51–60. Perpińa,L.,Prats,L.,&Camprubí, R. (2020).Imageandrisk perceptions: An integrated approach. Current Issues in Tourism, 24(3), 367–384. Pizam, A., & Fleischer, A. (2002). Severity versus frequency ofactsofterrorism:Whichhasalargerimpactontourism demand? Journalof TravelResearch, 40(3), 337–339. Polyzos, S. Samitas, A., & Spyridou, A. E. (2020). Tourism demand and the covid-19 pandemic: An lstm ap­proach. Tourism Recreation Research, 46(2), 175–187. Prayag,G.(2020).Timeforreset? covid-19andtourismre­silience. TourismReviewInternational, 24(2–3),179–184. Quilty,B. J.,Clifford,S.,Flasche,S.,&Eggo,R.M.(2020).Ef­fectivenessofairportscreeningatdetectingtravellersin-fectedwithnovelcoronavirus(2019-nCoV).Eurosurveil-lance, 25(5), 2000080. https://doi.org/10.2807/1560-7917 .ES.2020.25.5.2000080 Reichel, A., Fuchs, G., & Uriely, N. (2007). Perceived risk andthenon-institutionalizedtouristrole:ThecaseofIs­raeli student ex-backpackers. Journalof TravelResearch, 46(2), 217–226. Responsibility. (N.d.). In Lexico.com. https://www.lexico .com/definition/responsibility Rittichainuwat, B.N., &Chakraborty,G.(2009). Perceived travel risks regarding terrorism and disease: The case of Thailand. Tourism Management, 30(3), 410–418. Sadique, M. Z.,Edmunds,W.J., Smith, R. D.,Meerding, W. J.,DeZwart,O.,Brug,J.,&Beutels,P.(2007).Precaution­arybehaviorinresponsetoperceivedthreatofpandemic influenza. Emerging Infectious Diseases, 13(9), 1307–1313. Sánchez-Cańizares, S. M., Cabeza-Ramírez, L. J., Muńoz-Fernández, G.,& Fuentes-García,F.J.(2020). Impact of the perceived risk from Covid-19 on intention to travel. Current Issues in Tourism, 24(7), 970–984. Shamshiripour, A.,Rahimi, E.,Shabanpour, R.,&Moham­madian,A. K.(2020).Howis covid-19reshapingactiv­ity-travelbehavior?Evidencefromacomprehensivesur-veyinChicago.TransportationResearchInterdisciplinary Perspectives, 7(3), 100216. https://doi.org/10.1016/j .trip.2020.100216 Sharma, A., &Nicolau, J.L.(2020). An open market valua­tionoftheeffectsof covid-19onthetravelandtourism industry. AnnalsofTourismResearch,83, 102990.https:// doi.org/10.1016/j.annals.2020.102990 Shi, K.,De Vos,J., Yang, Y., &Witlox, F. (2019). Does e-shopping replace shopping trips? Empirical evidence from Chengdu, China. Transportation Research Part A: Policy and Practice, 122, 21–33. Sigala, M. (2020). Tourism and covid-19: Impacts and im­plications for advancing and resetting industry and re­search. Journal of Business Research, 117, 312–321. Singh, V., Tech, M., Gupta, K., & Chakrabarty, N. (2020). Psychological impactson thetravelbehavior post-covid­ 19. Indian Institute of Technology Roorkee. Sinha,S.,&Nair,B. B.(2020). Impactof covid-19ondesti­nationchoice: Anempiricalstudyon sociodemographic determinants of future travel behaviour. Anatolia, 32(1), 128–131. Sönmez, S. F., & Graefe, A. R. (1998). Influence of terrorism risk on foreign tourism decisions. Annals of Tourism Re­search, 25(1), 112–144. Taylor, T., & Toohey, K. (2007). Perceptions of terrorism threats at the 2004 Olympic Games: Implications for sport events. Journal of Sport & Tourism, 12(2), 99–114. Tremblay-Huet,S.,&Lapointe,D.(2021). Thenewresponsi­ble tourism paradigm: The unwto’s discourse follow­ing the spread of covid-19. Tourism and Hospitality, 2(2), 248–260. Tribe,J.(2002).Educationforethicaltourismaction.Journal of Sustainable Tourism, 10(4), 309–324. Ugur, N. G., & Akbiyik, A. (2020). Impacts of covid-19 on global tourism industry: A cross-regional comparison. Tourism ManagementPerspectives, 36, 100744. https:// doi.org/10.1016/j.tmp.2020.100744. unwto. (2020a, March 26). International tourist arrivals could fall by 20–30. in 2020. https://www.unwto.org/ news/international-tourism-arrivals-could-fall-in-2020 unwto.(2020b,January31). unwto statementonthenovel coronavirus outbreak. https://www.unwto.org/unwto -statement-on-the-novel-coronavirus-outbreak unwto. (N.d.). Impact assessment of the covid-19 outbreak oninternationaltourism.https://www.unwto.org/impact -assessment-of-the-covid-19-outbreak-on -international-tourism Vo Thanh, T. (2006). Time for risks: A marketing approach for a tourist destination in the face of the new global tourism context. The Journal of Management Sciences, 222(6), 35–45. Wachyuni, S. S., & Kusumaningrum, D. A. (2020). The ef­fect of covid-19 pandemic: How are the future tourist behavior? Journal of Education, Society and Behavioural Science, 33(4), 67–76. Wang,F.,Xue,T.,Wang,T.,&Wu,B.(2020).Themechanism of tourism riskperception in severe epidemic – The an­tecedent effect of place image depicted in anti-epidemic music videos and the moderating effect of visiting his­tory. Sustainability, 12(13), 5454. https://doi.org/10.3390 /su12135454 Wen Z., Gu H., & Kavanaugh R. (2005). The impacts of sars on the consumer behaviour of Chinese domestic tourists. Current Issues in Tourism, 8(1), 22–38. Wilson,M. E., & Chen, L. H. (2020).Travellersgivewings to novel coronavirus (2019-nCoV). Journal of Travel Medicine, 27(2), taaa015. https://doi.org/10.1093/jtm/ taaa015 Wu,X.,Nethery,R.C.,Sabath,B.M.,Braun,D.,&Dominici, F. (2020). Exposure to air pollution and covid-19 mor­tality in the United States. medRxiv. https://doi.org/10 .1101/2020.04.05.20054502 Yang, Y., Liu, H., Li, X. R.,& Harrill,R. (2018). A shrinking world for tourists? Examining the changing role of dis-tancefactorsinunderstandingdestinationchoices. Jour­nal of BusinessResearch, 92(2), 350–359. Yeh, S. S.(2020).Tourism recoverystrategyagainst covid­19 pandemic. Tourism Recreation Research, 46(2), 188– 194. Travellers’ Destination Attribute Preferences: A Choice-Based Conjoint (CBC) Analysis Meltem Altinay Özdemir Mugla Sitki Koçman University, Turkey meltemozdemir@mu.edu.tr The study used a choice-based conjoint analysis to investigate Turkish travellers’ preferencesfordestinationchoicebasedonfiveattributes(destination type,distance, length of stay, season, and value for money).Using purposivesampling, data were obtainedfromTurkishtravellersinIstanbulwithanexperimentalquestionnairebe­tween April and May 2019. The questionnaire included sixteen destination profiles produced using an orthogonal experimental design. Travellers had one go-to code for all profile cards from highest to lowest preference. The data were analysed with spss Conjoint. The findings revealed that destination type was the most important attribute, followed by the length of stay, season, distance, and value for money. T-test and anova results showed that travellers’ destination preferences also differed by their socio-demographic characteristics. The study provides an alternative per­spective for future research by examining destination choice using an experimental approach. Furthermore,it offerspractical implications for travel companiesseeking to understandTurkish travellers’ destination preferences. Keywords: destination choice, destination preference, tourist behaviour, travel motivation, experimental design https://doi.org/10.26493/2335-4194.15.217-231 Introduction Destinations, like other tourism businesses, can seg­ment their visitors for more effective marketing (De-nizci Guillet et al., 2015; Huertas Garcia et al., 2014). Destinationscan implementbasicsocio-demographic segmentation by segmenting visitors based on several attributes. Tourists seek products thatsatisfy their de­mands (Wong & Yeh, 2009), therefore each destina­tion’s desirability is determined by how well its mar-ketingelementsmeetthoseneeds(Hanlanetal.,2006, p. 214). Tourists are also concerned about making bad choices that lead to a negative shopping experience. Destination marketing that is effective allows for a better grasp of the complexities involved in the des­tination decision process. The act of recognizing and selecting potential solutions to a problem is known as decision-making (Al-Tarawneh, 2012). Many stud-iesshowthat tourism suppliersneed to understand tourist behaviour and travel motivation in order to meet demand and aid tourists in making decisions (Blasco etal.,2014; Decrop &Kozak,2014; Yiamjanya &Wongleedee,2014). Previousresearchhasusedcon-joint analysis to investigate travel preference segmen­tation (Chiam et al., 2009; Nuraeni et al., 2015; Pai & Ananthakumar,2017). This study investigates the segmentation of Turk-ishtravellersbasedonfiveattributes(destinationtype, distance,length ofstay, season,and valuefor money) throughachoice-basedconjointanalysis.Itsegmented Turkish travellers’ preferences for destination choice using an experimental method of conjoint analysis. The research can help travel companies figure out the attributes and levels of destinations travellers prefer. As a result, the study offersa novelway of segmenting travellers. The experimental analysis can show travel companies new ways to reach target travellers. Decision-Making and Destination Choice Decisions are complex and multidimensional, while the travel decision-making process is intuitive and spontaneous (Smallman & Moore, 2010). Destination choice is affected by various factors (Buhalis, 2000; Hanlan et al., 2006; Hsu et al., 2009; Li et al., 2017; Oppewaletal.,2015; Pestana etal.,2020; Seyidov& Adomaitien. e, 2017). Many studies draw attention to key aspects of the destination choice process and of­fer theoretical models (Cao et al., 2020; Dey et al., 2020;Hsuetal.,2009;Seddighi&Theocharous,2002). Some studies have identified the factors and motiva­tions affecting destination choice (Dey et al., 2020; Jang & Cai, 2002; Pawaskar et al., 2020; Qiu et al., 2018;Sirakaya&Woodside,2005;Wong&Yeh,2009). Experimentation using choice-based techniques has been employed in several destination studies (Hsu et al., 2009;Lietal.,2017; Oppewal etal., 2015). Sirakaya and Woodside (2005) incorporated major conceptual and empirical studies in their thorough qualitative evaluation of the tourist decision-making literature. They concluded that the Um and Crompton (1990) destination choice set model is theoretically more widespread and methodologically more robust than others in tourist decision research (Hsu et al., 2009). However,various destination choice models have also been proposed in the literature. Hong et al. (2006) stated that tourists compare and evaluate the attrac­tiveness, accessibility, ease of travel, and varied infras­tructureofthedestinationvis-ŕ-visalternatives,atthe specific time, situation, and context of travel. In addi­tion,Yoo et al.(2018) proposedthe multinomiallogit model (mnl) analysis to conclude that tourist psy­chographic types can be varied by their demographic pattern,traveltype decisions,frequencies, duration of travel, purpose of visit, and destination setting. Identifyingandselectingamongpossible solutions to a problem is what decision-making entails (Al-Tarawneh, 2012). Choosing also comprises convert­ing a motive into a purchase process, in which the final purchasing decision is made after a multi-stage process (Hanlan et al., 2006,p.10).Asaresult, re­search shows that motivations should be explored be­causetheyhavethepowertoinfluencetourists’choices (Nikjoo & Ketabi, 2015; Pestana et al., 2020; Prayag & Ryan, 2011; Yiamjanya & Wongleedee, 2014). Travel Motivation It is crucial to figure out what influences people’s des­tinationchoicesinordertoimprovemarketingefforts. Age, income, gender,personality, education, cost, dis­tance, nationality, risk, and motivation are some of these determinants (Hsu et al., 2009). Motivation, whichisanimportant research topicinthe tourism literature,isadynamicconceptthatvariesbetweenin­dividuals and destinations. Several motivational the­ories have been proposed to understand travel moti-vation,such asMaslow’shierarchyof needs,Alderfer’s existence theory, Herzberg’s motivator-hygiene the­ory,andthepushandpulltheory(Vujicic etal.,2020). Undoubtedly, the most extensivelyusedis Crompton’s (1979) push and pull theory (Chen & Chen, 2015; Hsu et al., 2009; Nikjoo & Ketabi, 2015; Prayag & Ryan, 2011). According to the push-pull theory, tourists are pushed to travel by internal desires or emotional fac­tors and pulled by external factors like destination attributes (Yoon & Uysal, 2005; Cohen et al., 2014). Crompton (1979) identified seven push motives (es­cape from a perceived ordinary environment, explo­ration and evaluation of self, relaxation, prestige, re­gression, enhancement of kinship relationship, and facilitation of social interaction) and two pull motives (novelty and education). While there are a variety of theories for explaining tourist motivations, the push­pulltheoryisoneofthemostextensivelyaddressedin the tourism literature (Güzel et al., 2020; Liro, 2020; Prabawa & Pertiwi, 2020). Thereare varioustypologiesofmotivationfac-tors for tourism. Hanqin and Lam (1999) identified five push factors (knowledge, prestige, enhancement of human relationships, relaxation, and novelty) and five pull factors (expenditure, accessibility, service at­titude and quality, sightseeing variety, and cultural links).JangandCai(2002)alsosuggestedsixpushfac­tors (novelty experience; escape; knowledge-seeking; fun, and excitement; relaxation; family/friend togeth­erness) and six pull factors (natural and historic en­vironment; cleanliness and safety; easy to access; eco­nomic deal; outdoor activities; sunny and exotic at­mosphere). Confirming previous studies, Pearce and Lee (2005) argued for four push factors: novelty seek-ing,escape/relaxation,relationshipenhancement,and self-development. Prayag and Ryan (2011) suggested push factorssuch asescape, novelty, social interac­tion, and prestige to describe the kind of experiences tourists are looking for. Psychological characteristics determine the push factors, while destination attributes determine the pull factors, according to Yiamjanya and Wongleedee (2014). They identified the following push and pull factors: experiencing a foreign country, eating tradi­tional food, learning about a new culture, relaxing in a foreign country, wanting to learn new things, be-inginterestedin localculture andtraditionalmarkets, escaping from routine daily life and enjoying activi­ties, adventure, and good weather. Hsu et al. (2009) analysed tourist destination choice using the Analytic HierarchyProcess(ahp)whileincorporatingCromp­ton’spush and pull factorsasinternal and external forces,respectively. Theyidentifiedfourinternalforce factors(psychological,physical,socialinteraction,and seeking/exploration) and two external force factors (tangible and intangible). Based on a literature review, Danthanarayana et al. (2020) concluded that tourists are influenced by the following push factors: motivation for romance, desire to escape, relaxation, expectations of differ­ent cuisines, prestige, income, personal safety, and excitement. They also identified the following pull factors: attractions, location and attributes, facilities and amenities, quality of accommodation, reasonable travelcost,theromanceofthedestination,advertising of the destination, shopping opportunities, climate, and tourist sites/activities. The push factors are useful for explaining travel intentions, whereas the pull fac­tors help explain destination choice (Goossens, 2000; Hsu et al., 2009). In other words, tourists are pushed by travel needs and pulled by destination attributes (Cohen et al., 2014). Tourists tend to select destinations based on their aims; therefore, destinations are attractive based on how welltheymeet those aims. Fromthepast(Awari­tefe,2004;Jang&Cai,2002)tothepresent(Awaritefe, 2004), travel motivation and destination choice have been researched extensively (Morris et al., 2021; Pa-waskaretal.,2020;Pestanaetal.,2020;Yooetal.,2018). As a result, understanding destination attributes is es­sential for explainingtravellers’ destinationchoice be-haviour. Destination Attributes Before making a final decision, destination attributes play a significant role in the information-gathering phase (Oppewal et al., 2015). Because destination se­lectionisfluid,alternativeapproachesshouldbetested regularly (Deng et al., 2021). Alternative methods, such as the choice-based conjoint model (Hung et al., 2019; Lupu et al., 2020; Nuraeni et al., 2015; Suh & McAvoy, 2005) or ahp (Hsu et al., 2009) can be used to determine destination choice and destination at-tributes.Researcherscanusetheseanalysestoimprove theattributesofadestinationsystematically. Pushfac-tors are linked to the origins and desires of travellers. The desireto escape, relax, experience adventure,and improveone’swell-beingareamongthem. Pullfactors are linked to the attractiveness of a destination, such asdiversity,uniqueness,accommodation,recreational facilities,andculturalandhistoricalresources(Dwyer & Kim, 2003; Klenosky, 2002). Every destination has a unique set of attributes (Prayag & Ryan, 2011). As a result, travellers’ evaluations of destination attributes andperceivedutilityvaluescanbeassociatedwithdes­tination choice (Suresh et al., 2021). Pullfactors,accordingtoHsuetal.(2009),areboth tangible and intangible external factors. Tangible fac­tors include transportation facilities; friendliness of people; quality and variety of food; accommodation facilities; personal safety; price; culture and histori­cal resources; good shopping; environmental safety, and quality, whereas intangible factors include des­tination image and benefit expectations. Nuraeni et al. (2015) used four main attributes and 12 levels to examine the decision-making process using conjoint analysis.The attributes were:value for money (3 lev-els), what the traveller looks for in the recreational site (5 levels), comfort during the holiday (2 levels), and distance from the place of origin (2 levels). Pai and Ananthakumar (2017) also applied conjoint anal­ysiswithsixattributesand30levelstoexaminetourist preferences for travel packages. The attributes were price (5 levels), length of stay (5 levels), hotel rating (5 levels), season (5 levels), destination type (5 levels), and mode of transport (5 levels). Health, safety, travel time, and distance all influ­ence destination choice (Bansal & Eiselt, 2004), as does value for money, which refers to ‘what travellers get for the money’ (Nuraeni et al., 2015, p. 315). Travel expenditure, length of stay, income, exploring new places,and/orthings,gettingawayfromthedailyrou-tine, stress,and troublesare also important factors for destinationchoice(DenizciGuilletetal.,2011).Attrac­tions,naturalbeauty, safetyandsecurity,festivals,and events are crucial to attracting visitors to the destina­tion (Dahiya & Batra, 2016). The tourists’ destination choice process is a func­tional or utilitarian decision-making process influ­enced by a variety of factors such as psychological, personal, socioeconomic, and travel characteristics (Pandey & Joshi, 2021). Destination attributes and tourist-specificfeaturessignificantlyaffectdestination choice(Seyidov&Adomaitien.e,2017;Qiuetal.,2018). The main factors are tourism activities (Awaritefe, 2004) and cost (Seddighi & Theocharous, 2002), al­though travel time and travel distance (Cao et al., 2020)alsoaffectdestinationchoicealongwithtourism areasanddestinationamenities(Nicolau&Más,2006; Tseng et al., 2015). Climate and weather conditions also significantly impact destination choice, although mostly temporarily (Hamilton & Lau, 2006). There­fore, the first research question regarding destination attributes is as follows: rq1 Whichattributeshavemoreimportance intrav­ellers’ preference for destination choice? Some studies have shown that tourists’ sociode­mographic characteristicssignificantlyinfluence their destinationchoice(Limtanakooletal.,2006).Charac­teristicssuchasincome,educationlevel,cost,distance, risk,andmotivationarelikelytoinfluencedestination choices (Almeida-Santana & Moreno-Gil, 2018; Hsu et al., 2009; Kozak, 2002). This leads to the following research question: rq2 Do travellers’ destination attribute preferences differ according to sociodemographic character­istics? Methodology Choice-Based Conjoint (CBC) Analysis The study segmented Turkish travellers based on five attributes: destination type, distance, length of stay, season, the value for money, and sociodemographic variables using cbc analysis. The selection of attri­butes, designofprofilesorchoice sets,datacollection, analysis methods, and usefulness of the results are all technical aspects of cbc analysis (Rao, 2014, p. 16), which has the following five stages (Rao, 2009): 1. Determine destination attributes and levels; 2. Design profiles; 3. Collect data; 4. Analyse data; 5. Determinepart-worthvaluesandattributes. Ahigherpart-worthutilityvalueindicatesagreater preferencefor thatattribute level. Anotherkeyadvan­tage is that the method uses preference simulators to answer ‘what if’ questions. These simulators rely on thefindingsofconjointanalysisdatacollectedonboth hypotheticalandrealalternatives(Rao,2014,p.8).Rel­ativeimportanceis a measureto evaluate the impor­tance of each attribute for choice preferences (Orme, 2010). Therefore, this study applied cbc analysis to understandTurkishtravellers’preferencesfordestina­tion choice. cbc involves offering respondents multiple hypo­thetical scenarios that include different combinations of preference attributes (Lee, 2016, p. 71). It is a mul­tivariate approach used to explain consumers’ prefer­ences for products or services. Respondents evaluate thevalueofeachproduct orserviceby combiningdif­ ferent levels of each attribute. cbc analysis uses the following techniques (Rao, 2014, p. 19): • Ameasurementtechnique:measuringpurchaser values: • An analytical technique: predicting the likely re­action of purchasers to new products; • A segmentation technique: identifying groups of purchasers with similar interests; • A simulation technique: assessing new products and services in a competitive market; • An optimization technique: searching for prod­uct profilesofferingthe highest profit. Each attribute in this study describes a destination characteristic, and the level representsa range of pos­sible values for each attribute. As a result, levels in an attribute set based on a conjoint set characterize the destination combination. According to an ortho-plan in conjoint analysis, the combination presents apreferencelistofdestinationoptions, comprisingat-tributes and levels describing destinations. Travellers sequence levels of attributes from highest to lowest accordingto their preferences(Orme, 2002). Forcon-joint attributes, the part-worth represents the level’s utility. Based on the levels of destination attributes, thepart-worthutilityvaluesaidindeterminingwhich destination is highly preferred. Attributes and Levels of the Research cbc analysis is a suitable approach for examining travellers’ destination preferences. The first thing to do is to describe the attributes and levels that indicate what travellers consider in their destination choices. Thefollowingfiveattributes(andfourteenlevels)were identified for this study: destination type (3), distance (2), season (3), length of stay (4), and value for money (2)basedonpreviousstudies,asshowninTable1(Nu­raeni et al., 2015; Pai & Ananthakumar, 2017). The at­tributes and levels for what travellers look for in des­tination (destination type), season, and length of stay wereretrievedfromPai and Ananthakumar,while the distance from the place of origin and value for money were drawn from Nuraeni et al. (2015). Table 1 shows the full list of attributes and levels. Experimental Survey Destinationprofileswerecreatedandprovidedtotrav­ellers using the above attributes. Full factorial de­sign profiles contain all combinations of attribute lev- Table 1 DestinationChoice Attributes and Levels Sources Attributes Levels Pai & Anan- What the traveller Nature, activity, thakumar (....) looks for in a and adventure Nuraeni et al. destination Culture and heritage (....) Sea, sand, and sun Nuraeni et al. Distance from the Domestic trip (....) placeoforigin Internationaltrip Pai & Anan- Season Spring or summer thakumar (....) Autumn or winter Summer or autumn Pai & Anan- Length of stay .–. thakumar (....) (days) .–. .–.. =.. Nuraeni et al. Value for money Expenses focus (....) on comfortable accommodation, delicious food, and entertainment Expenses focus on comfortable accommodation and delicious food els(Rao, 2014,p.46). Inthis study,using alllevels would haveresultedin144(3x2x3x4x2) profiles.How­ever, because the respondents did not have enough time to consider all profiles, the design was restricted to 16 destination options using an orthogonal ex­perimental design (orthoplan) in spss 22. This method is commonly employed since it is difficult to useall conceivablecombinations inasingle exper­iment, and more advantageous findings can be ac­quired by analysing possible combinations. Because it more accurately mimics various real-life judgments and is compatible with random utility theory, the dis­crete choice method was applied to build preferences (Louviere et al., 2000). As a result, the cbc questionnaire contained a combination of attributes and levels (16 destination choice cards and 4 simulation cards) based on an or­thogonal experimental design (Appendix). Travellers assigned numbers to the profile cards, ranging from 1 (most preferred) to 16 (least preferred). There were 22 questions in the questionnaire, including 16 profile cards, 5 demographic questions (gender, age, mari­tal status, working status, monthly income), and 1 for travel frequency. Sample The respondents were chosen through purposeful sampling. Turkish travellers who travel at least once ayearmet theeligibility criteria. BetweenApril15and May 30, 2019, data were collected face-to-face from students and academics at a university in Istanbul, Turkey. Only 105 of the 120 questionnairesdistributed were returned. However, 19 questionnaires were con­sidered invalid due to repeated numbers, leaving 86 questionnairesto be examined. Data Analysis spss Conjointwasusedtoanalysethedata. First,data were input along with the 16 combination cards and descriptive questions. Second, average utilities for the destination cards were calculated and the part-worth utility was determined. The data were drawn from a normal distribution, according to the Kolmogorov-Smirnov (K-S) test (p > 0.05), therefore, parametric tests were applied. Third, T-tests and anova were employed to see if travellers had similar preferences for the relative importance of different destination at­tributes. Findings A total of 86 questionnaires that could be used were examined. The sample profile is shown in Table 2. Gender distribution was nearly equal. Most respon­dentswereyoungerthan25yearsold.Almosteveryone was working, but they mostly had 1500 try and less monthly income. More than half of the respondents stated that they travel once a year. ThePearsoncoefficient(0.816) showedthatthere­sults were highly significant (Rao, 2014). Similarly, a high Kendall coefficient suggests that observed and predicted preferences are highly correlated. Kendall’s Tau value, which evaluates the model’s representa­tion strength,was0.600 (p =0.000),showing thatthe model was statistically significant. These values show that the model fit is satisfactory (Table 3). The high Table 2 Sample Profile Item n . Gender Female .. .... Male .. .... Age (years) ..–.. .. .... ..–.. .. .... ..–.. .. .... ..–.. .. .... ..–.. . ... ..–.. . ... .. or more .. .... Marital status Single .. .... Married .. .... Working status Working .. .... Not working .. .... Monthly Income .... or less .. .... (try) ....–.... .. .... ....–.... .. .... ....–.... .. .... .... or more .. .... Travel Frequency Once a year .. .... Twice a year .. .... Three times a year . ... Four or more times a year . ... Notes n =86. Table 3 Model Fit Item Value p Pearson coefficient ..... .... Kendall’s Tau ..... .... predictive accuracy and internal validity of a conjoint modelare shownbyits fit andefficiency(Tripathi & Siddiqui, 2010,p.9). Acbc analysisoffersvaluesoftheutilityoftherel­ativeimportanceofattributes.Figure1showsthemea­sures of the relative importance of attributes based on therangeofeachpart-worthfunction.Regarding rq1, the respondentsproduced the following rankorderof average attribute importance percentages: 29.93. for destination type, 26.30. for the length of stay, 26.97. Destination ...... Season ...... Length of stay ...... Distance ...... Value for money ...... Figure 1 Relative Percentage Importance of Attributes for the season, 16.73. for distance from the place of origin, and 10.05. for value for money. Part-worth utility-a measure of relative desirabil­ity or worth-provides further insights into travellers’ preferences, with a higher utility showing that a fac­tor is more desirable in a traveller’s choice (Orme, 2010). Part-worth means utilities of level for conjoint attributes. When multiple attributes come together to describe the total worth of the product, the util­ity values for the separate parts of the product are part-worth. Part-worth can be used to predict prefer-encesforitemsinanychoiceset,whiletheseestimates can be used to predict the customer’s first choice and last choice (Rao, 2014, p. 19). In this study, part-worth is utilized to establish the intended destination at-tributesandlevels,aswellastheirrelativeimportance. The part-worth utilities for destination attributes are shown in Table 4. First, the sea, sand, and sun level contributed more to the total utility (0.5954) than the other levels for the destination type attribute, indi­cating that this level was preferred over the others in destination choice. Cultural and heritage had a nega­tiveutility(–0.6764),indicatingthatitwaslessdesired than other levels of the same attribute. Second, the domestic trip level had a higher utility score (0.1642) than the international trip level, indi­cating that it contributed more to the attribute’s total utility. The utility for the international level was neg­ative (–0.1642), indicating that international destina­tions were the least preferred by travellers. Third, the utilityofthespringandsummerlevel(0.2742)andau­tumn and summer level (0.2364) contributed more to the total utility than autumn or winter for the season attribute. As a result, the autumn or winter utility was negative (–0.5107). Fourth, the utility of staying for 12 days or more contributed more to total utility (0.1512) than the other levels, followed by 9–11 days (0.1134). As a result, stays of 9 or more days were more impor- Table 4 Estimated Part-Worth Values for Destination Choice Attribute Level Part-worth value What traveller looks for in a destination Culture and heritage Nature, activity, and adventure Sea, sand, and sun – ...... ...... ...... Dist. from the place of origin Domestic trip International trip ...... – ...... Season Summer or autumn Spring or summer Autumn or winter ...... ...... – ...... Length of stay (days) .–. .–. .–.. =.. – ...... – ...... ...... ...... Value for money Expenses focus on comfortable accommodation, delicious food, and entertainment Expenses focus on comfortable accommodation and delicious food – ...... ...... Constant ..... Notes The highestscore of each attributeis shown in bold. tantthantheotherlevels.Theutilitylevelsfor1–4days (–0.0029) and 5–8 days (–0.2616) were also negative, indicating that travellers thought these lengths of stay werelessdesirablethantheothers.Therefore,theutil­ityvaluesofthelongerstaylevelswerehigherthanthe shorter stay levels. Finally, the utility of the ‘Expenses focus on com­fortableaccommodationanddeliciousfood’levelcon­tributed more (0.0538) to the total utility of value for themoneyattributethantheotherlevels.Comfortable accommodation and delicious food are prioritized by travellers over comfortable accommodation, deli­ciousfood,andentertainment.Inotherwords,tourists did not consider the expenditure on entertainment Table 5 Differences in Attribute and Level Utility Score Averages by Socio-Demographic Variables Attribute Attribute level Age Income Travel frequency Fp Diff. Fp Diff. Fp Diff. What travellers Culture and heritage ..... .... – ..... ....* ...<. ..... .... – look for in a Nature, activity, and adven. ..... .... – ..... ....* .<... ..... .... – destination Sea, sand, and sun ..... .... – ..... .... – ..... .... – Dist. fromthe Domestictrip ..... ....**...<... ..... .... – ..... ....** .<. origin place Internationaltrip ..... ....**...<... ..... .... – ..... ....** .<. Season Summer or autumn ..... .... – .... .... – ..... .... – Spring or summer ..... .... – ..... .... – ..... .... – Autumn or winter ..... .... ..... .... – ..... .... – Length of stay .–. days ..... ....** ...<. ..... .... – ..... .... – (days) .–. days ..... .... – ..... .... – ..... .... – .–.. days ..... ....** .<... ..... ....** .<... ..... .... – =.. days ..... .... – ..... .... – ..... .... – Value for Expenses focus on comfort-..... .... – ..... .... – ..... .... – money able accommodation, deli­ cious food, and entertainment Expenses focus on comfort-..... .... – ..... .... – ..... .... – able accommodation and delicious food Notes Age(years):1–18–19,2–20–21,3–22–24,4–25–35,5–36–46,6–47–57,7 –57 ormore.Income(try):1–1,500 and less,2 – 1,501–2,500, 3 –2,501–3,500,4 – 3,501–4,500, 5 –4,501 or more. Travel frequency: 1 – once a year,2 – twice a year, 3 – three times a year, 4 – four or more times a year. n =86; *p <0.10; **p <0.05. at the destination. Rather, they preferred comfortable accommodation and delicious food to get value for money. Thesignificanceofdifferencesinutilityscoreaver­age ofattributes and levelsby sociodemographic vari­ables was determined using the anova test. The dif­ferences between homogeneous groups were defined using Post Hoc-lsd (Table 5). The attribute of dis-tancefrom the placeoforigindiffered by age. That is, those aged 20–24 preferred domestic destinations over those aged 47and older (F =2.844; p <0.05). Travellers aged 47–57 preferred to stay 1–4 days in a destination (F = 2.305; p <0.05), whereas those aged 20–24 preferredto stay 9–11 days (F =2.501; p <0.05). Tourists with an income of 2,501–3,500 try pre­ferred a cultural and heritage destination more than thosewithanincomeof2,500 tryandless(F =2.170; p < 0.10). Those with an income of 1,501–2,500 try preferred nature, activity, and adventure more than touristswithanincomeof2,501–3,500 try(F =2.225; p < 0.10). Finally, those with an income of 2,500 try and less preferred to stay for 9–11 days more than those with an income of 2,501–3,500 try (F = 3.118; p <0.05). Travellerswho travelthreetimesayearpreferreda domesticdestination,whereasthosewhotraveloncea year preferredan internationaldestination(F = 2.682; p <0.05).Thus,inresponseto rq2,destinationchoice attributes differed by sociodemographic variables, ex­cept for value for money. In particular, the levels of cultureandheritageversusnature,activity,andadven­ture, domesticversusinternationaltrips, and 1–4 days versus 9–11 days differed by sociodemographic vari­ables. Table 6 Utility Score Average and t-Test Scores of Attitudes and Levels by Socio-Demographic Variables Attribute Level Gender Marital status Working status FemaleMale tp Single Marriedtp WorkingNot workingtp (n = ..) (n = ..) (n = ..) (n = ..) (n =..) (n =..) msd msd msd msd msd msd WhatCulture and–.... .... –.... .... .... ....* –.... .... .... .... –.... ....* –.... .... –.... .... .... .... travellersheritage look for Nature, activity,–.... .... .... .... –.... .... .... .... –.... .... .... ....**–.... .... .... .... –.... .... in a desti-and adventure nation Sea, sand, and.... .... .... .... –.... .... .... .... .... .... –.... .... .... .... .... .... .... .... sun DistanceDomestic–.... .... .... .... –.... ....** .... .... .... .... .... .... –.... .... .... .... –.... .... fromtrip place of International.... .... –.... .... .... ....**–.... .... –.... .... –.... .... .... .... –.... .... .... .... origin trip Season Summer or.... .... .... .... .... .... .... .... .... .... –.... .... .... .... .... .... .... .... autumn Spring or sum-.... .... .... .... –.... .... .... .... .... .... .... .... .... .... .... .... –.... .... mer Autumn or–.... .... –.... .... .... .... –.... .... –.... .... .... .... –.... .... –.... .... .... .... winter Length.–. –.... .... .... .... –.... .... –.... .... .... .... –.... ....* .... .... –.... .... .... ....** of stay .–. –.... .... –.... .... .... .... –.... .... .... .... –.... .... –.... .... –.... .... .... .... (days) .–.. –.... .... .... .... –.... .... .... .... –.... .... .... ....* –.... .... .... .... –.... ....** =.. .... .... –.... .... .... .... .... .... –.... .... .... .... .... .... .... .... –.... .... Value forExpenses focus–.... .... –.... .... .... .... –.... .... .... .... –.... .... .... .... –.... .... .... .... money on comfortableaccommoda­tion, deliciousfood, and enter­tainment Expenses focus.... .... .... .... –.... .... .... .... –.... .... .... .... –.... .... .... .... –.... .... on comfortableaccommodationand deliciousfood Notes Thehighest scoreof eachattribute is shown in bold. n =86; *p <0.10; ** p <0.05. T-tests revealed differences in attitude and level utility score averages by gender, marital status, and working status (Table 6). Regarding gender, female travellers preferred cultural and heritage destinations more than males (t =1.67; p < 0.10). Male travellers tendtopreferdomesticdestinations(t =1.81; p <0.05) while females prefer international destinations (t = 1.81; p < 0.05). Regarding marital status, married trav­ellers preferred cultural and heritage destinations (t = –1.66; p < 0.10), whereas single travellers preferred nature,activity,andadventuredestinations(t =2.88; p <0.05).Marriedtravellerspreferredtostayfor1–4days (t =–1.62; p <0.10),whereassingletravellerspreferred 9–11days(t =1.83;p <0.10).Regardingworkingstatus, working travellers preferred to stay for 1–4 days (t = 2.42; p < 0.05), and non-working travellers preferred to stay for 9–11 days (t =–2.76; p <0.05). Asaresult,inresponseto rq2,thesefindingsshow that travellers’ destination preferences differ by at­tributesandlevelsbasedonsociodemographicfactors. Morespecifically,destinationtypepreferencesvaryby gender and marital status; distance preferences vary by gender, and length of stay varies by marital and working status. Discussion and Conclusion Destination choice is a popular study issue. The study focuses on destination attributes to understand trav­ellers’ destination preferences. Travellers are prone to prioritizingessentialdestinationattributeswhileplan­ning a trip. Destination choice behaviour is affected by several internal and external factors, but mostly by basicattributessuchasdestinationtype,distance,sea­son, lengthof stay, and value for money. Although the decision-making process in tourism has been exten­sively studied, few studies have attempted to use con­joint analysis to identify the priority of attributes and levels of destination choice. As a result, using a cbc analysis,this study attemptedto fill thisgap by reveal­ing how travellers make destination choices. The pur­pose of this study was to figure out which attributes travellers prioritize the most when choosing where to travel. Quantitative data were collected by a con­joint method offering multiple hypothetical scenarios andexaminedbasedonamultivariateapproach.Con­ joint analysis was utilized to understand more about tourists’ preferences for destination choice. Overall, Turkish travellersmostly preferdomestic destinations of sea, sand, and sun for 9–11 days in spring or sum­mer, while focusing on comfortable accommodation anddeliciousfood.Byinvestigatingdestinationchoice from a different perspective, this study contributes to theliteratureby examining thepriority attributesof destination choice. Using cbc analysis, this empiri­cal study identified the importance of the attributes and levels in travellers’ destination choices. As a re­sult,byofferinganexperimentalperspective,thework aids future research. It also offers a variety of practi­cal implications for how tourism destinations might strengthentheir product offerings. Theoretical Contributions Theoretically, this study can help clarify unexplored aspectsforfurtherresearchintotheattributesandlev­els of destination choice. Destination choice research will continue to increase in popularity in the future, thus researchers should focus on using choice-based tests to better understand tourists’ preferences. Card­7was shown to be the most popular destination pro­file among travellers. The part-worth utility of its at­tributes proves that Turkish travellers prefer domes­tic sea, sand, and sun destinationsin spring and sum­mer for nine or more days while focusing on com­fortable accommodation and delicious food. As seen in the study by Pai and Ananthakumar (2017), spring is the most favourite season for travelling. However, length of stay varied, as longer stays were preferred over medium or shorter holidays. Turkish travellers have different preferences for length of stay than In­dians, and they havedifferentpreferencesfor distance from their origin than Indonesians. As a result, the attributes and levels of destination choice differ de­pendingonthetourists’nationality(e.g.Nuraenietal., 2015; Pai & Ananthakumar, 2017). This is an interest­ing finding for future research. Indirect methodology-based studies have utilized conjoint analysis to investigate tourists’ preferences for accommodation and tour packages (Chiam et al., 2009; Denizci Guillet et al., 2011, 2015; Huertas Gar­cia et al., 2014; Pai & Ananthakumar, 2017; Tripathi & Siddiqui, 2010), and to investigate the travel pref­erences of youths (Nuraeni et al., 2015; Vukic et al., 2015). However, comprehensive research on the fac­tors that influence destination choice for people of different backgrounds is still needed. This research implemented an experimental approach to determine which destination attributes and levels travellers pre­fer most when choosing a destination, and then ex­aminedtheseattributesandlevelsinlightoftravellers’ sociodemographic characteristics. This study highlights three main contributions of theconjointapproach.First,ithasnotbeenmuchused previouslytoexploredestinationchoice,althoughthis has shown that it is well suited to this research field. Thus, this approach can be very useful for evaluating and understanding destination preferences. Second, thefactorsthattravellerspayattentiontointheirdesti­nationchoicewerepresentedbasedonchoiceprofiles. Third, travellers’ preferences were segmented based on sociodemographic characteristics. Practical Implications The results have significant managerial implications for travel companies. According to the findings, fo­cusing on destination attributes can accurately pre­dict Turkish travellers’ preferences.The study, like the studyby Qiu et al. (2018), revealsthatpeople with dif­ferentaimsprefertochoosedifferentdestinations.The findingsalsoshowthatGoossens’(2000)pushfactors, or destination attributes, have an impact on destina­tionchoice.Furthermore,theresearchuncoversuseful information about destinationattribute preferences. Travellersaged20–24preferdomesticdestinations, while those aged 47and over preferinternationaldes­tinations, according to the findings. Those with low incomes prefer nature, activity, and adventure desti­nations more than those with high incomes. Another interestingfindingis thatthosewhotravelthreetimes a year travel more domestically than people who only travel once a year. International destinations are pri­oritizedbyTurkishtravellerswhotravelatleastoncea year. Youngertravellers(20–24 years old) want to stay for 9 days or more, whereas elder visitors(47–57 years old) want to stay for 1–4 days. Femalesprefer interna­tional cultural and heritage destinations, while males prefer the opposite. Single travellers prefer to stay 9– 11 days in nature, activity, and adventure destinations, whereas married travellers prefer to stay 1–4 days in cultural and heritage destinations. Travellers who are working prefera shorterstay thanthose who are not. Thus, these findings support arguments that sociode­mographic characteristics affect destination choice. Given these findings, travel companies could cre­ate diverse tour packages based on sociodemographic factors to increase product quality and sales, as desti­nation choice decisions play a significant role in tour planningandmarketing.Travelcompaniesshould,for example, offer tour packages with lengthier domestic stays for young Turkish travellers (20–24 years old) and shorter international stays for older Turkish trav­ellers (47–57 years old). They should suggest interna­tional cultural and heritage destinations for females, but domestic non-cultural and heritage destinations formales.Short-staytourpackagestoculturalandher­itage destinations should be geared toward married travellers, while longer-stay nature, activity, and ad­venture destinations should be geared toward singles. Finally, travel companies should provide both short-stayandlong-staytoursforworkingandnon-working travellers. Limitations and Future Research The study containsfour majorshortcomings. First,86 questionnaires were analysed for research. The small sample size is a limitation; Pai and Ananthakumar (2017) analysed 150 questionnaires, while Lee (2016) only received 117. Although the sample size is small in conjoint analysis, it has a representative feature. Re-searcherscan use conjointanalysisfor even the small­est samples if they access enough respondents to ade­quately represent the population (Orme, 2010, p. 62). Second,becausetheimportanceofattributesdiffersby country,theresultsareparticulartoTurkishtravellers. Asa result,futureresearchshould investigatetherela­tionship between sociodemographic factors and des­tination choices in various countries. Following Deng et al. (2021), tourists’ preferences can be researched by age, profession, education, gender, and living en­vironment to develop a clearer understanding of des­tination choice. Third, this study was limited to de-termining Turkish travellers’ destination preferences basedonfiveattributes. Multivariatetechniquescould beusedinfuturestudiestoinvestigatemoreattributes andlevelsthatpotentiallyinfluencedestinationchoice decisions. Fourth, because understanding destination choice is crucial, tourism scholars are attempting to identify the key factors that influence these decisions orpreferences.Asaresult,futureresearchcouldfocus on essential aspects of the issue. Appendix 1 Destination Attributes Pro.les/Cards 1. Domestic trip to a place that is nature-based, activity, andadventure for9–11 daysin springorsummer. Ex­penses focus on comfortable accommodation and deli­cious food. 2. International trip to a place that is nature-based, activ­ity and adventure for 9–11 days in autumn or winter. Ex­penses focus on comfortable accommodation, delicious food, and entertainment. 3. Domestic trip to a place that is cultural and heritage for 9–11daysinsummerorautumn.Expensesfocusoncom­fortable accommodation and delicious food. 4. Domestic trip to a place that is nature-based, activity, and adventure for 5–8 days in summer or autumn. Ex­penses focus on comfortable accommodation and deli­cious food. 5. Domestic trip to a place that is cultural and heritage for 9–11 days in spring or summer. Expenses focus on com­fortable accommodation, delicious food, and entertain­ment. 6. International trip to a place that is cultural and heritage for 5–8 days in summer or autumn. Expenses focus on comfortable accommodation and delicious food. 7. Domestic trip to a place that is sea, sand, and sun for more than 12 days in summer or autumn. Expenses fo­cusoncomfortableaccommodation, deliciousfood,and entertainment. 8. Internationaltriptoaplacethatissea,sand,andsunfor 1–4 daysinspring orsummer. Expenses focus oncom­fortable accommodation and delicious food. 9. Domestic trip to a place that is cultural and heritage for 1–4daysinautumnorwinter. Expenses focus oncom­fortable accommodation and delicious food. 10. Internationaltriptoaplacethatissea,sand,andsunfor 9–11daysinsummerorautumn.Expensesfocusoncom­fortable accommodation and delicious food. 11. Domestic trip to a place that is cultural and heritage for 1–4daysinsummerorautumn. Expensesfocusoncom­fortable accommodation and delicious food. 12. Domestictriptoaplacethatissea,sand,andsunfor5–8 days in autumn or winter. Expenses focus on comfort-ableaccommodation,deliciousfood,andentertainment. 13. International trip to a place that is cultural and heritage for more than 12days in summerorautumn. Expenses focus on comfortable accommodation, delicious food, and entertainment. 14. Internationaltriptoaplacethatisnature-based,activity and adventure for 1–4 days in summer or autumn. Ex­penses focus on comfortable accommodation, delicious food, and entertainment. 15. International trip to a place that is cultural and heritage formore than12daysinautumnorwinter. Expensesfo­cus on comfortable accommodation and delicious food. 16. International trip to a place that is cultural and heritage for 5–8 days in spring or summer. Expenses focus on comfortable accommodation, delicious food, and enter­tainment. Appendix 2 Simulation Cards 1. Domestictriptoaplacethatissea,sand,andsunfor9–11 daysinsummer orautumn.Expensesfocus on comfort­able accommodation and delicious food. 2. Domestictriptoaplacethatisnature-based,activityand adventurefor1–4daysinautumnorwinter.Expensesfo­cusoncomfortableaccommodation, deliciousfood,and entertainment. 3. Domestic trip to a place that is nature-based, activity, and adventure for9–11 daysinsummerorautumn. Ex­penses focus on comfortable accommodation and deli­cious food. 4. Domestic trip to a place that is cultural and heritage for 9–11daysinsummerorautumn.Expensesfocusoncom­fortable accommodation, delicious food, and entertain­ment. References Almeida-Santana,A.,&Moreno-Gil,S. (2018).Understand­ing tourism loyalty: Horizontal vs. destination loyalty. Tourism Management, 65, 245–255. Al-Tarawneh, H. A. (2012). The main factors beyond de­cision making. Journal of Management Research, 4(1). https://doi.org/10.5296/jmr.v4i1.1184 Awaritefe, O. (2004). Motivation and other considerations in tourist destination choice: A case study of Nigeria. Tourism Geographies, 6(3), 303–330. Bansal, H., & Eiselt, H. A. (2004). Exploratory research of touristmotivationsandplanning.TourismManagement, 25(3), 387–396. Blasco,D., Guia,J., &Prats,L. (2014). Tourism destina­tion zoning in mountain regions: A consumer-based approach. Tourism Geographies, 16(3), 512–528. Buhalis,D.(2000).Marketingthecompetitivedestinationof the future. Tourism Management, 21(1), 97–116. Cao, J., Zhang, J., Wang, C., Hu, H., & Yu, P. (2020). How far is the ideal destination? Distance desire, ways to ex­plore the antinomy of distance effects in tourist destina­tion choice. JournalofTravelResearch, 59(4), 614–630. Chen, L.-J., & Chen, W.-P. (2015). Push-pull factors in in­ternational birders’ travel. Tourism Management, 48(C), 416–425. Chiam,M.,Soutar,G.,&Yeo,A. (2009). Onlineandoff-line travelpackagespreferences:Aconjointanalysis.Interna­tional Journal of Tourism Research, 11(1), 31–40. Cohen,S. A.,Prayag,G.,&Moital,M.(2014).Consumerbe­haviour in tourism: Concepts, influences and opportu­nities. Current Issues in Tourism, 17(10), 872–909. Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408–424. Dahiya,K.S.,&Batra,D.K.(2016).Touristdecisionmaking: Exploring the destination choice criteria. Asian Journal of Management Research, 7(2), 140–153. Danthanarayana, C. P., Rajapakshe,R.M. P.D. K., &Mad­husankha, W.A.I.(2020). Push and pullmotives to se­lect Sri Lanka as a honeymoon destination. Journal of TourismEconomics andAppliedResearch, 4(2), 64–74. Decrop,A.,&Kozak,M.(2014). Consumergoalsinvacation decisionmaking.JournalofTravel&TourismMarketing, 31(1), 71–81. Deng, B., Xu, J., & Wei, X. (2021). Tourism destination pref­erence prediction based on edge computing. Mobile In­formation Systems, 551208. https://doi.org/10.1155/2021 /5512008 DenizciGuillet,B.,Guo,Y.,&Law,R.(2015).Segmentingho-tel customers based on rate fences through conjoint and cluster analysis. Journalof Travel&TourismMarketing, 32(7), 835–851. DenizciGuillet,B., Lee, A.,Law, R., &Leung,R.(2011). Fac­tors affecting outbound tourists’ destination choice: The case of Hong Kong. JournalofTravel&TourismMarket­ing, 28(5), 556–566. Dey, B.,Mathew, J.,&Chee-Hua,C.(2020). Influence of destination attractivenessfactors and travel motivations on rural homestay choice: The moderating role of need foruniqueness.InternationalJournalofCulture,Tourism and Hospitality Research, 14(4), 639–666. Dwyer L., & Kim, C. (2003) Destination competitiveness. Current Issues in Tourism, 6(5), 369–414. Goossens,C.(2000).Tourisminformationandpleasuremo­tivation. Annals of Tourism Research, 27(2), 301–321. Güzel, Ö., Sahin,I., & Ryan, C. (2020).Push-motivation-based emotional arousal: A research study in a coastal destination.JournalofDestinationMarketing&Manage­ment, 16, 100428. https://doi.org/10.1016/j.jdmm.2020 .100428 Hamilton,J.M.,&Lau, M.A. (2006). Theroleofclimatein­formationintouristdestinationchoicedecisionmaking. InS.Gössling&M.C.Hall(Eds.),Tourismandglobalen­vironmental change: Ecological, social, economic and po­litical interrelationships (pp. 229–264).Routledge. Hanlan, J., Fuller, D., & Wilde, S. (2006). Destination deci­sionmaking. Tourism and Hospitality Planning & Devel­opment, 3(3), 209–221. Hanqin, Z. Q., & Lam, T. (1999). An analysis of main­land Chinese visitors’ motivations to visit Hong Kong. Tourism Management, 20(5), 587–594. Hong, S. K., Kim, J. H., Jang, H., & Lee, S. (2006). The roles of categorization, affective image and constraints on destination choice: An application of the nmnl model. Tourism Management, 27(5), 750–761. Hsu, T. K.,Tsai, Y. F.,&Wu,H. H. (2009). Thepreference analysisfor tourist choice of destination: A case study of Taiwan. Tourism Management, 30(2), 288–297. Huertas Garcia, R., Laguna García, M., & Consolación, C. (2014). Conjoint analysis of tourist choice of hotel at­tributes presented in travel agent brochures. Interna­tional Journal of Tourism Research, 16(1), 65–75. Hung,K.,Guillet,B. D.,&Zhang,H. Q. (2019). Understand­ing luxury shopping destination preference using con­joint analysis and traditional item-based measurement. Journal of Travel Research, 58(3), 411–426. Jang,S.,&Cai,L.A. (2002). Travelmotivationsanddestina­tionchoice: A studyof Britishoutbound market. Journal of Travel & Tourism Marketing, 13(3), 111–133. Klenosky,D.B.(2002). The‘pull’oftourism destinations: A means-end investigation. Journalof TravelResearch, 40(2), 385–395. Kozak, M. (2002). Comparative analysis of tourist motiva­tions by nationality and destinations. Tourism Manage­ment, 23(3), 221–232. Lee, S. H. (2016). How hotel managers decide to discount room rates: A conjoint analysis. International Journal of Hospitality Management, 52, 68–77. Li, C., McCabe, S., & Chen, Y. (2017). Destination choice of Chinese long-haul outbound tourists and market seg­mentation. Journal of China Tourism Research, 13(3), 298–315. Limtanakool, N., Dijst, M., & Schwanen, T. (2006). The in­fluence of socioeconomic characteristics, land use and travel time considerations on mode choice for medium-and longer-distance trips. Journal of Transport Geogra­phy, 14(5), 327–341. Liro, J. (2020). Visitors’ motivations and behaviours at pil­grimage centres: Push and pull perspectives. Journal of Heritage Tourism, 16(1), 79–99. Louviere, J. J., Hensher, D. A., Swait,J. D., & Adamowicz, W. (2000). Stated choice methods: Analysis and application. Cambridge University Press. Lupu, C., Padhi, S. S.,Pati, R. K.,& Stoleriu, O.M. (2020). Tourist choice of heritage sites in Romania: A conjoint choice model of site attributes and variety seeking be­havior. Journal of Heritage Tourism, 16(6), 646–668. Morris,S.,Dwyer,T.,&Mulligan,J.(2021).Destinationman­agement:Theinfluenceoflocalfood.TheIrishJournalof Management, 39(2), 99–112. Nicolau, J. L., & Mas, F. J. (2006). The influence of distance and prices on the choice of tourist destinations: The moderating role of motivations. Tourism Management, 27(5), 982–996. Nikjoo,A.H.,&Ketabi,M. (2015).Theroleofpush andpull factorsinthewaytouristschoosetheirdestination.Ana­tolia, 26(4), 588–597. Nuraeni, S.,Arru, A.P., &Novani, S. (2015). Understanding consumer decision-making in tourism sector: Conjoint analysis. Procedia – Social and Behavioral Sciences, 169, 312–317. Oppewal, H., Huybers, T., & Crouch, G. I. (2015). Tourist destinationandexperiencechoice:Achoice experimen­tal analysis of decision sequence effects. Tourism Man­agement, 48, 467–476. Orme, B.K.(2002). Formulating attributesand levels in con-jointanalysis(SawtoothSoftwareResearchPaperSeries). Sawtooth Software, Sequim, wa. Orme,B.K. (2010). Getting started with conjoint analysis: Strategies for product design and pricing research (2nd ed.). Research Publishers. Pai, S.,& Ananthakumar, U.(2017). Understanding tourist preferences for travel packages: A conjoint analysis ap­proach. Asia Pacific Journal of Tourism Research, 22(12), 1238–1249. Pandey, K., & Joshi, S. (2021). Trends in destination choice in tourism research: A 25-yearbibliometric review. fiib Business Review, 10(4), 371–392. Pawaskar, P., Mekoth,N., &Thomson, A.R.(2020). Travel motivation and choice of destination attributes: Empiri­calevidencesbasedontouristperceptions. International Journal of Advanced Science and Technology, 29(8), 634– 649. Pearce, P. L., & Lee, U.-I. (2005). Developing the travel ca-reerapproachtotouristmotivation. JournalofTravelRe-search, 43(3), 226–237. Pestana,M. H.,Parreira,A.,&Moutinho,L.(2020). Motiva­tions, emotions and satisfaction: The keys to a tourism destinationchoice. Journalof DestinationMarketingand Management, 16, 100332. https://doi.org/10.1016/j.jdmm .2018.12.006 Prabawa, I. W. S. W., & Pertiwi, P. R. (2020). The digi­tal nomad tourist motivation in Bali: Exploratory re­search based on push and pull theory. Athens Journal of Tourism, 7(3), 161–174. Prayag, G., & Ryan, C. (2011). The relationship between the ‘push’ and ‘pull’ factors of a tourist destination: The role of nationality – An analytical qualitative research ap­proach. Current Issues in Tourism, 14(2), 121–143. Qiu, R. T. R., Masiero, L., & Li, G. (2018). The psychological process of travel destination choice. JournalofTravel& Tourism Marketing, 35(6), 691–705. Rao, V. R. (2009). Developments in conjoint analysis. In B. Weiringa (Ed.), Handbook of marketing decision models (pp. 23–53). Springer. Rao, V. R. (2014). Applied conjoint analysis. Springer. Seddighi, H. R., & Theocharous, A. L. (2002). A model of tourism destination choice: A theoretical and empirical analysis. Tourism Management, 23(5), 475–487. Seyidov,J.,&Adomaitien.e,R.(2017).Factorsinfluencinglo-cal tourists’ decision-making on choosing a destination: Acaseof Azerbaijan. Ekonomika, 95(3), 112–127. Sirakaya,E.,&Woodside,A. G. (2005). Buildingandtesting theories of decision making by travellers. Tourism Man-agement,26(6), 815–832. Smallman,C.,&Moore,K.(2010).Processstudiesoftourists’ decision-making. Annals of Tourism Research, 37(2), 397–422. Suh,Y. K.,&McAvoy,L. (2005).Preferencesandtripexpen­ditures: A conjoint analysis of visitors to Seoul, Korea. Tourism Management, 26(3), 325–333. Suresh, K., Wilson, C., Quayle, A., Khanal, U., & Managi, S. (2021). Which nationalpark attributesattractinterna­tional tourists? A Sri Lankan case study. Tourism Eco­nomics. https://doi.org/10.1177/13548166211019865 Tripathi,S. N.,&Siddiqui,M. H. (2010).Anempiricalstudy of tourist preferences using conjoint analysis. Interna­tional Journal of Business Science and Applied Manage­ment, 5(2). https://doi.org/10.1201/b12231-6 Tseng, C.,Wu, B.,Morrison, A. M.,Zhang, J., &Chen, Y. (2015). Travel blogson Chinaasa destinationimage for­mation agent: A qualitative analysis using Leximancer. Tourism Management, 46, 347–358. Um, S., & Crompton, J. L. (1990). Attitude determinants in tourism destination choice. Annuals of Tourism Re­search, 17(3), 432–448. Vujicic, M. D., Stamenkovic, I., Stankov, U., Kovacic, S., Vasiljevic,D. A., & Locke, J.P. (2020). What will pre­vailwithincitybreaktravel,motivationordemotivation? Case study of Novi Sad, Vojvodina, Serbia. Geographica Pannonica, 24(1), 42–55. Vukic, M., Kuzmanovic, M., & Kostic Stankovic, M. (2015). UnderstandingtheheterogeneityofGenerationY’spref­erences for travelling: A conjoint analysis approach. In­ternational Journal of Tourism Research, 17(5), 482–491. Wong, J.Y., & Yeh,C.(2009). Tourist hesitationindestina­tion decision making. Annals of Tourism Research, 36(1), 6–23. Yiamjanya, S., & Wongleedee,K. (2014). Internationaltour­ists’ travel motivation by push-pull factors and the deci­sionmakingfor selectingthailandas destinationchoice. Social, Behavioral, Educational, Economic and Manage­ment Engineering,8(5), 1335–1340. Yoo, C. K.,Yoon, D.,& Park,E.(2018). Tourist motivation: Anintegralapproachtodestinationchoices.TourismRe-view, 73(2), 169–185. Yoon,Y., & Uysal, M.(2005). An examination ofthe effects of motivation and satisfaction on destination loyalty: A structural model. Tourism Management, 26(1), 45–56. Descriptive Analysis of the Recent Advances of Film-Induced Tourism: Identi.cation of Strengths, Gaps and Opportunities Sara Nunes Samiha Chemli Higher Colleges of Technology, uae University of Deusto, Spain sara.nunes.pt@gmail.com s.chemli@icloud.com Alejandro del Moral Agúndez Kang Jin Seo University of Extremadura, Spain Woosong University, Republic of Korea delmoral@unex.es jormundgand@naver.com Julia Fragoso da Fonseca Polytechnic Institute of Leiria, Portugal julia.fonseca@ipleiria.pt Film-induced tourism is a recent topic in academic research, only studied since the ’90s, and especially in the us and uk, followed by Australia, Asia, and Europe, be­coming a worldwide theme with its expansion to Asia. In the beginning, the main studieswerefocusedonjustifying theimportanceofstudyingthetopicandconcen­trating on the power of film and tv productions in motivating tourism demand, followedby atheoreticalandmethodologicalimprovementfocusedonimpacts,de­velopment,andmarketinginitiatives.Atthemoment,studiesarefocusedonacross­disciplinaryapproachand commodification oflocation andculture. Nowadays, nu­merous studies focus on this subject, and this paper intends to analyse the latest advances in the field over the last eight years. Our study explores their strengths, potential, gaps, and opportunities. In terms of results, we can affirm the strengths related to the studies centred on the impacts of film-induced tourism on destina­tions, film-induced tourism as a motivator for the intention to visit through exhib­ited images, and tourism marketing activities and initiatives based on film and tv productions. In terms of gaps and opportunities, these are related to tourist experi­ences and authenticity, celebrities, sustainable planning, cross-disciplinary studies, residents’ perspectives, consumers’ answers to brand placement, the role of govern­ments in terms of strategies and policies, the importance of social networks in the field, and the need for more studies to be developed worldwide, not only based on western examples. Keywords: film-induced tourism, tourism, film and media, television, tourist destinations https://doi.org/10.26493/2335-4194.15.233-247 Introduction and Background Kim & Reijnders, 2018) and became even more crit-Tourismtoplacesshowninfilmproductionshasbeen ical when producers decided to start contemplating prevalent since the advent of cinema (Beeton, 2011; several locations in the city besides the studios, which began to arouse interest among audiences in visiting theportrayedplaces.Someexamplesofearlyfilmpro­ductionsare Roma,cittŕ aperta (1945), Sciusciŕ (1946), L’amore (1948), Villa Borghese (1953), Roman Holidays (1953) andmanyothers. Afterthat,manyfilmproduc­tions also started to bet on specific destinations for their recordings, staying less in studios. The relation­ship between tourism and cinema stopped being ca-sualasthetwosectorsbeganworkingtogether,leading to the film-induced tourism phenomenon. Many recent works have called attention to this phenomenon,mainlyfocusedonfourmaincategories: the influence of productions on the decision to travel, the actions carried out by destinations, the economic impacts of film tourism, and the marketing and com­mercialization of tourist activities (Béric et al., 2013). From the authors’ perspective, it seems a limited ap­proach that ignores other components actively corre­lated with film-induced tourism. Our study attempts to move a step further and identify more categories that influence the film-induced tourism dynamic. This paper’s main objective is to analyse the stren­gths of the recent advances in the field from the last eight years that should be recognized,valued, and ap­plied by tourist destinations and to explore the gaps andopportunities thatwill suggest new lines ofinves­tigationforfutureresearchinthefield.Thisresearchis vital as it can provide significant insights for tourism destinations managers, stakeholders, and film com-missionsandcontributetolocalcommunities’ wellbe­ing. Methodology As stated before, the majority of studies have focused mainly on the economic impacts and benefits from this type of tourism in the tourist destinations por­trayed,ontheinfluencethatfilmand tv productions have on the image of a tourist destination, on the mo-tivationsandpreferencesofvisitors,andonthebrand­ingstrategiescarriedoutbytouristdestinations(Riley &Van Doren, 1992;Riley et al., 1998;Tooke &Baker, 1996;Hudson&Ritchie,2006a,2006b;Iwashita,2006; Kim & Richardson, 2003; O’Connor et al., 2008; Kim &Assaker, 2014). The purposeofthisresearchistoanalysethelatest advancesundertakenwithinthefilm-inducedtourism fieldsince2013,notingstrengths,gaps,andopportuni­tiesforfutureresearch.Toaddresstheproblem,anin­depthanalysiswasconductedbasedondescriptivere­searchandsecondarydatafromthestudieswithinthis topicthroughanextensivereviewofscientificjournals available on Web of Science (wos), Scopus, ssci and books. The reason for including books relates to the fact that some of the most significant work in the field is presented in books that have a far more multidisci­plinary and complex approach. To gather the information, the authors followed the qualitative approach and developed content anal­ysis, hermeneutics, focusing on 128 published arti­cles in the field of film-induced tourism. In terms of sampling technique, the authors used the criterion method, which allowed for analysing specific articles and books published since 2013. Since undertaking a comprehensive and meaningful study of the field is virtuallyimpossibleduetoitsmultidisciplinarynature and the high number of studies, the authors decided to establish an exclusion criterion. Therefore, the au­thors prioritized higher-quality studies, studies that analysed a new approach to the area, and studies that consider diverse types of productions and see film-induced tourism as a broader concept, and excluded articles that offer a limited approach to the field and wherethenewadvancesandprogressinthefieldwere not considered. After analysing the studies, the authors decided to usethe qualitativemethodquotation banks(see Fig­ure 1), where relevant quotations were organized into categoriesorthemes.Basedontheresults,theauthors propose that film tourism can be categorized into five broadtypespresentedbelow,whereitcanbeseenthat film studies have evolved from impacts, motivation, and marketingactivities developed by tourist destina­tions to an analysis of tourism experiences, involve­ment, nostalgia, and authenticity (Nunes et al., 2020). Theauthorsalsodecidedtoadoptadifferentmeth­odology compared with previous studies with a sim­ilar approach. The goal was not to describe the evo­lution of studies in the field, which was already done by several authors (Connell, 2012; Beeton, 2016), and also not to replicate, support, and reinforce the most Motivation ... Impacts ... Tourist experiences and authenticity ... Tourist inv., nostalgia and attitudes ... Marketing initiatives .. Figure 1 Quote Bank about the Film-Induced Tourism Studies (2013–2021) criticalstudies,givingcredittospecificauthors,which hasalsobeentheapproachofthemajorityofthestud­ies in the field.Instead,the authorsdecided to aggre­gate the studies that brought a new perspective and advances in the field between 2013–2021 and analyse film-induced tourism knowledge achieved and recog­nized in the field up to this point. This methodology willalsoallowforcomparisonofthenumberofstudies per category. Inaddition,theauthorswereconfrontedwithsome overlap given the connections of perception, image, and intention of visit; however, these studies were or-ganizedby the main exploredtopic within the spectra of film-induced tourism and organized by data. Fur­thermore, the aforementioned similar studies in the field took place years ago; therefore, this study fills a significant gap that can bring about a further discus­sion of the field of film-induced tourism. Category 1. Economic direct and indirect impacts of film-induced tourism on destinations (O’Connor & Kim, 2013; Balli et al., 2013; Martin-Jones,2014; Quin­tal&Phau,2014; Corton &Ebrahimpour,2014; Kim et al., 2015; Yoon et al., 2015; Bharti, 2015; Beeton & Cavicchi, 2015; Di Blasi & Arangio, 2015; Di Cesare & La Salandra, 2015; Pratt, 2015; Costa, 2016; Kim & Nam, 2016;Mandicetal.,2017;Tkalecetal.,2017;Li et al., 2017; B.akiewicz et al., 2017; Park, 2018; Taylor, 2018; Schmidt et al., 2019; Du et al., 2019; Depken et al., 2020; Lundberg & Lindstrom, 2020). Based on the studies presented, we can affirm that there are several benefits of film-induced tourism in tourist destinations, usually analysed in the form of directand indirectimpacts. The direct impactsarere­latedtotheexpensesfromtheaudiovisual production teams, the generation of employment and taxes, and the indirect impacts derived from the high number of tourists attracted to the destination in the short, medium, and long term due to the film and tv pro-ductions.Intermsofdirectimpactsanddependingon the type of production (films, commercials, tv pro-grammes, documentaries, photo shoots), the produc­tion team can have more than 100 professionals. The duration of the stay can be as long as three months, adding two months for preparation. In terms of cost forthree months of shooting perproductiononaver-age, the expense would be around usd 21 million. Intermsofindirectimpacts,itisprovedbythepre­sentedstudiesthattheexposureoffilmor tv produc­tion location leads to an increase in tourism demand notonly after the production release butalso inthe following years. It also leads to a rise in tourism rev­enue. The increment of tourism demand and tourism revenue varies from 25. to 150. on average, and in some cases, the increment is up to 200. to 300.. For instance, New Zealand saw theirtourism demandrise threefold with the release of the trilogy The Lord of Rings (2001, 2002,and2003) and Miami sawan incre­ment of 150. in tourism demandwith the production MiamiVice(2006);Thailand,withtheproductionLost in Thailand (2012), also saw an increment rise of 93. in its tourism demand. Also, new parts of cities started to be included in the tourist areas and promoted the increase of the tourism supply on the tourist destination; this is the case with Slumdog Millionaire (2008), where tour op­erators and travel agents started organizing commer-cializedtourstotheslums.Hotelsalsogainedrecogni­tionandstartedbeingoverbookedforafewyearsafter the production’s release, for instance, The Crown Ho­tel from the production Four Weddings and a Funeral (1994). In addition, some tourist attractions had in-creasedvisitors,suchasWallaceMonument,Scotland, from the production Braveheart (1995), the National Parks of Sydney through the production of Mission Impossible (2000), Rosslyn Chapel in Scotland with the production The Da Vinci Code (2006), Highclere Castle in the United Kingdom through the produc­tion Downtown Abbey (2010), andtheDevilsTowerin Croatia through Game of Thrones (2011). These impacts had been noticed since the analy­sis of earlier films and tv productions, such as Dallas (1978), Crocodile Dundee (1986), Dances with Wolves (1990), and Forrest Gump (1994); however, after the year2000andespeciallyafterthefilmproduction The Beach (2000), the impacts on tourism demand and tourism revenue stopped presenting itself as a slight influence and became a worldwide phenomenon with incredible increases of tourism demand and revenue. Inaddition,thoseindirectimpactscametobeincreas­ingly higher due to the development of new media technologies, such as cable television, video, and in-ternet, among others, which allow repeated visualiza­tions. Category 2. Film-induced tourism as a motivator for intention of visit through exhibited images and me­dia (Carvalho, 2013; Chen, 2013; Mwaura et al., 2013; Basanez & Ingram, 2013; Spears et al., 2013; Mathisen & Perbensen, 2013; Josiam et al., 2014; Josiam et al., 2015; Baloglu et al., 2014; Tessitore et al., 2014; Rit­tichainuwat & Rattanaphinanchai,2015; Ali, 2015; Liu, 2015; Poonia & Chauhan, 2015; Quintal & Phau, 2015; Loureiro & de Araujo, 2015; Lopez et al., 2015; Pen-nacchia, 2015; Puleo, 2015; Oviedo-Garcia et al., 2016; Lee & Bai, 2016a; Fu et al., 2016; Hetland et al., 2016; Chiu et al., 2016; Stylosetal.,2017;Kumar &Dung, 2017;Itoo&Nagar,2017;Yangetal.,2017;Ismailetal., 2017; Meneguel et al., 2017; Nunes, 2018; Terzidou et al.,2018;Wenetal.,2018;Dubois&Gibbs,2018;Tham &Kim,2018;Lian&Yu,2019;Duetal.,2019;Liuetal., 2020; Pookaiyaudom & Tan, 2020; Blanchet & Fabry, 2020; Chen et al., 2021; Vila et al., 2021; Singh et al., 2021). Basedonthestudiespresented,wecanconfirmthat in general,studies carried out show that the images of a tourist destination, when it is transmitted through a film or tv production, can be a powerful and effec­tive strategyincreasing the destination’sbrand notori­ety and image. Filmproductionsandliteratureexposetouristdes­tinations and can influence the travel preferences and motivationsofindividualstohavethedesiretolivethe sameexperiencespresentedbytheproduction,asthey developfeelings,emotions,andattitudeswhenvisual­izingtheproduction. Themoreinvolvedthespectator is, the more their interrelationship with the destina­tionwilldevelop,andtheirideaandmotivationwillbe to try to live the same emotions as the protagonists of theproduction. Forinstance,over80.ofBritonsplan their holidays after seeing tourist destinations in film productions. Also, it is estimated that three million of thethirtymillionforeigntouriststhatthe uk receives each year are attracted by the places and landscapes that they have seen in films. It is estimated that one-tenth of British tourism can be attributed to the im­pact of films shot at the destination; the ratio between the two sectors is estimatedto representŁ2.1 billion of visitor spending per year. Category 3. Film-induced tourism marketing activities and initiatives (Silva et al., 2013; Lara, 2013; Béric et al., 2013; Hao & Ryan, 2013; Rodriguez Campo et al., 2014; Ozdemir & Adan, 2014; Urso, 2015; Shao et al., 2016; Candrea et al., 2016; Pan et al., 2017; Sharma, 2017; Nunes et al., 2020). Based on the studies presented, we can affirm that nowadays, when the market is very competitive and whereallcountriestrytopromotetheirtourismprod­uctsusingthemostdiversemarketingtechniques,film and tv productions can be constituted as an impor­tantmarketingtoolfor the promotionof tourist desti­nations, because it is a way to minimize costs, as the cost of promoting a tourist destination is extremely high. Also, results are more effective than the tradi­tional promotion strategies since the images are not biased,astheyarenotintendedforcommercialization and advertising; viewers are more likely to respond emotionallytotheperceivedinformationwhichinflu­ence the decision to visit. In addition, they are much more comprehensive than advertising, thus reaching more potential consumers. Moreover,film-inducedtourismhasagreatcapac­ity to make tourist destinations known, transforming locationswithoutgreattouristexpressionintoauthen­tictouristattractions,asabrandbasedonfilmand tv productioncreatesvisibility. Itcanincreasebrandloy­alty concerning consumer choices. Film and tv pro­ductions keep viewers interested in a tourist destina­tion in an innovative and accurate way. Film and tv productions reach a very public audience and exert great power on the viewer’s imagination. Also, a campaign rarely remains in the viewer’s memory, contrary to what happens with film and tv productions that have a long-lasting effect due to the emotional connection they arouse, since tv and cin­ema productions can be rewatched through numer­ousexistingcommunicationchannels,suchascinema, dvd, and tv. In addition, tourist destinations organize tours supported by maps, interactive brochures, and web­sites based on film productions, such as The Devil Wears Prada (2006), Mamma Mia! (2008), Australia (2008), The Bridges of Madison Country (1995), Harry Potter (2001, 2002, 2004, 2005, 2007), and Ratatouille (2007), which have attracted numerous visitors. Last but not least, tourist destinations can also in-vestinalternativeinitiatives. Oneoftheseinitiativesis film commissions, which are public, non-profit orga­nizations, usually public bodies. These entities work to attract audiovisual productions, promote regional competitiveadvantages,andorganizesupportandne­gotiationserviceswiththegovernment.Anotheralter-native is to invest in film festivals, which are of great importance,as theynot onlyattract many people who want to be present but also cause a promotional and economic impact in the region due to the presence and dissemination of the media. There is a continu­ousgrowthinfilmfestivals,suchasinVenice,Cannes, Hong Kong, Berlin, Vienna, Los Angeles, New York, London,Edinburgh, Goa,and Manila. Category 4, Film-induced tourism analysis of tourist experiences and authenticity (Kim & Assaker, 2014; Bryceetal.,2015;D’Alessandroetal.,2015;Yen&Croy, 2016;O’Connor&Kim,2016;Kirillovaetal.,2017;Rit­tichainuwat et al., 2018; James et al., 2018; St-James et al., 2018; Nechita et al., 2020; Lovell & Thurgill, 2021). Based on the studies presented, we can affirm that somedisplacementoccursinthefilm-inducedtourism context since the locations portrayed in the film and tv productions sometimes do not correspond to re­ality. There are many examples of displacement: for instance, the movie Sex and the City 2 (2010) was shot in Morocco, not in Abu Dhabi as mentioned in the production; the majority of the scenes in Braveheart (1995), afictionalizedretellingofhow Scotland fought for its independence during the Middle Ages when England threatened to take it over completely, were actually shot in Ireland due to tax breaks the country offered; and Saving Private Ryan (1998), one of Spiel­berg’s most critically acclaimed movies, was actually shot in Ireland, instead of Normandy, among other examples. Thisdisplacementwill leadto a negativeandinau­thenticexperienceandaffecttourismdemandandsat­isfaction. Film-tourists have high expectations of the images portrayed and expect hyper-real experiences based on motivational drivers such as nostalgia and scenery. We can affirm that film tourists attribute a higher value to their judgments of authenticity, and their experience is built through action. Film tourists arelike pilgrimswhofocusonhavinganauthenticex­perience, even with physical exercise and discomfort. The focus is to be a part of a temporary community (fellowship) where the engagement with the experi­enceprovidersisprimordial,andadisplacementcould lead to a less meaningful experience. Therefore, pro­ducersandtouristdestinationsmustconsidertheneg­ativeimpactsthatdisplacementcouldbringandbeton authentic portrayed scenarios. Category 5. Film-induced tourism and tourist involve­ment, nostalgia, celebrities, and pilgrimage (Busby, Huang, et al. 2013; Busby, Ergul, et al., 2013; Wong & Lai, 2013; Yen and Teng, 2015; Yen & Croy, 2016; Bee­ton, 2016; Kim & Kim, 2017; Chen, 2018; Kim & Kim, 2018a, 2018b; Kim, Kim, & King, 2019; Kim, Kim, & Han, 2019; Li & Liu, 2020). Based on the studies presented, we can affirm that celebrities are seen as human brands, and it has been proved that they influence consumer behaviour thro­ugh celebrity involvement. Celebrity involvement is a state of motivation towards an activity through emo­tional attachment, which is translated into celebrity endorsementsorworship.Therelationshipwithceleb­ritiesandactorsofafilmor tv productionwillcreate a high level of interest, empathy, and admiration and lead to strong associations, increasing the motivation tovisitthelocationportrayed.Themoreemotionalin­volvementthe audience develops, thegreaterthe like-lihood of their visiting film tourism locations and de­veloping place attachment. Several destination marketing organizations have used film celebrities to promote destinations (e.g. Bae Yong-Joon in South Korea and Jackie Chan in Hong Kong)since they arean effectivemarketing promo­tional tool due to the high levels of celebrity attach­ment transferred into place attachment. Celebrities play an important role in the process of selecting a tourist destination, and they are seen as an important pull factor with attributes such as trustworthinessand attractiveness. Therefore, celebrity attachment is pos­itively related to place attachment, affecting the be-havioural intentions of tourists. Tourist destinations can also develop place attachment by emphasizing af­fective and cognitive destination experiences. Besides the presented five categories, the authors also recognized some other areas due to the evolution of the studies on film-tourism researchspectra, which have started to become an interdisciplinary approach that involves other areas, such as the broader field of sociology, anthropology, and psychology, media, and audience studies, cultural studies, cultural geog-raphy,culturalheritage,marketingandenvironmental studies (Beeton, 2010; Reijnders, 2011; Connell, 2012). However,thesenewcategorieslacksufficientevidence and studies to be established as categories. Also, these studies need a broader context analysis and method­ology. These recent studies can be sorted into twelve new areas, such as: • Effects of film-induced tourism on the local com­munity (Yoonetal.,2015;Garciaetal.,2015;McK­ercheretal.,2015;Zhangetal.,2016;Beeton,2016; Mendesetal.,2017;Kimetal.,2018;Saltik&Dön­mez, 2020a; Kim & Park, 2021); • Loyalty to a tourism destination through film-induced tourism and its factors (Chiu & Zen, 2016); • Sustainable planning in the tourism destination through film productions (Lundberg & Lind­strom, 2020); • Role of cultural proximity between the film pro­duction and the audience and its impacts on tourist motivations and demand (Chang, 2016); • Negative impacts for the communities hosting film site locations (B.akiewicz et al., 2017; Itoo & Nagar, 2019); • Consumers’ answer to brand placement in movies (Nagar, 2016); • A cross-disciplinary academic approach which in-cludesnew areasrelatedto film-induced tourism studies and exploring cause-effect relationships amongfactors(Basanez&Ingram,2013;Fuetal., 2016; Saltik & Dönmez, 2020b); • Connection between film-induced tourism and voluntourism (Shao & Gretzel, 2018); • Off-Location suchasfilm-themedeventsandthe­meparksrelatedtoa tv seriesormovie(Beeton, 2016); • Government cultural strategies associated with the film-induced tourism phenomenon (Kim & Nam, 2016); • Tourist experiences have been transformed in the field due to the impacts and changes of roles andfunctionswherethoseexperienceswereper-formed (Park, 2018); • Understanding and approaching the relationship betweenmediaandtourism(Mĺnssonetal.,2020). After analysing the significant studies undertaken within film-induced tourism over the last ten years, strengthsand gaps will be presented and discussed. Discussion of the Main Results Strengths are related to the studies identified as cate­gory1, category2, and category 3. The followingpara-graphs present the main strengths based on the refer­enced authors. A variety of studies allow us to affirm that film­inducedtourismbringscriticalpositiveeconomicim­pacts for the tourist destination in terms of the direct effects and indirect effects; the latter results are ex­tended in the years following the film or tv produc­tion launch. In addition, we can affirm that film-induced tour­ismalsohasavitalroleinthetouristdestinations’pro­motion since it can constitute an important market­ing tool that can make the difference in maximizing costs and images portrayed on film and tv produc­tions, and also increasing the possibility of the tourist destination being selected for a further visit. Due to this recognition, tourist destinations invest funds to capture productions and even facilities for producers, aswellasdevelopingmanyactivitiesbasedonthefilm and tv productions. In conclusion, we can say that this type of tourism brings numerous advantages to tourist destinations, suchasregeneratingneglectedareas,revitalizingrural communities, increasing employment, increasing the number of visitors, increasing and improving infras­tructure, boosting economic growth, increasing rev-enue,tradegrowth,awakeningthecalltovisit,provid­ing tourist visibility, making images of a place remain in thememoryof spectators,improvementin cultural interest, decrease in seasonality, and contributing to thecreationofnewproductsandservicesinthetourist destination. It is recognized as an innovative market-ingtool,abletocatchalargeaudiencethatwouldnever be reached throughso-called promotion and to create local companies with unique characteristicsrelated to production that cannot be replicated by other tourist destinations. Gaps and Opportunities Afteranalysingtheprimarystudiescarriedoutonthis theme, significant contributions were found. How-ever,somegapswouldbepertinenttostudysincethey would allow for knowing more about the theme and allow anticipation and preparation of the tourist des­tinations. The gapsarerelatedto thestudiesidentified ascategory4andcategory5.Also,category1andcate­gory2presentsomegapsinparticularfeaturesthatde­serve our attention and further analysis, even though those categories were included in the strengthsof this study. The main opportunities are related to new ap­proaches and methodologies as well as new areas in­terconnected with film-induced tourism. The first gap focuses on tourist experiences and authenticity, even though many authors have carried out several studies as presented previously. However, there is a need for more studies since there is still a lack of understanding of the importance of authen­ticity. The previous studies proved its importance in terms of tourists’ perspectives; it means film-induced tourists recognize the issues with commodification. However, thesamedoesnot happen concerning the industry; there is still a lack of understanding and recognition, ignoring film locations when displace­ment occurs. Currently, most productions focus on creating unrealistic expectations from visitors based on the transmitted images on the film or tv produc­tionssincethelocationportrayedinproductionisdif­ferent from reality. This situation is more common thanweusuallythink;producersareinfluencedtopick a destination that offers the best advantages related to incentives, location, services, infrastructures, and costs.Therefore,producershavebeenpressuredtose­lect the most competitive tourist destination regard­ing film-induced tourism, such as the United States, Canada, New Zealand, the uk, and Australia. This process leads to problems related to authen­ticity, so it is vital to make an accurate transcrip­tion of reality, even though the films are notoriously works of fiction. The focus should be on developing film locations instead of story settings and prioritiz­ing activities related to existential authenticity that film-induced tourists can experience to match hyper-real expectations and give them a sense of belonging based on cognitive, emotional, and behavioural in­volvement. Therefore, it is necessary to develop more studies on how to implement new strategies for the touristdestinationtoanalysehowtourismbodies, au­thorities,andfilmcommissionscanworktogetherand create an adequate analysis of displacement and the potential negative consequences for the tourist desti­nation, including the concept of commodification. In addition, tourists’ experiences in the places vis­ited and how they perceive, interact, and relate to the tourist destination should also be evaluated. In other words, we can say that there are no studies that measure the degree of satisfaction of tourists after an experience of film tourism, and this would be very important. It is also pertinent to analyse what kind of activities tourists are looking for in the destina­tionandtheoneswhichsatisfied/dissatisfiedthemthe most. Amongthe possible actions,the analysisshould focus on a tour regarding the production locations, visits to film studios, theme parks depicting produc-tions,events,filmfestivalsandpremieres,andvisitsto celebrity houses, among others. In addition, it would be very important to analyse how the tourist’s experi­ences changed over time due to the impacts of film-induced tourism and changes in the functions of the portrayedplaces. The second gap focuses on tourist involvement, nostalgia, and celebrities; even though many authors have carried out several studies, as presented previ­ously, there is a need for more studies to understand to what extent the associations with celebrities could also bring negative connotations besides the already proven benefits. Celebrities can also be a risk since it is impossible to predict their career and behaviour in terms of morals and ethics. More studies should be developed to understand the cause-effect relationship between celebrities and different tourist destinations and impacts on the tourism demand when celebrities are involved in incidents, to analyse if this negative awarenesswouldaffectthetourismdemandandsatis­faction. The third gap is related to the impacts since all the studies are mainly focused on the positive economic impacts of film and tv productions; however, not all the impacts are positive, and sociocultural and envi­ronmental impacts should also be part of the analysis. Trafficissues,over-tourism,sustainability,andtherole of the local communities as the host of film site loca­tionsshouldalsobeanalysed.Theroleoffilm-induced tourism in the sustainable planning and development of a tourist destinationalsodeservesspecial attention. In addition,the majorityof the studies focusedon the analysisoftheimpactofaspecificproductionandina specifictouristdestinationwhichcan bringaminimal approach and uncredible results since specific results are not appropriate for making general conclusions. The fourth gap is related to the motivations; even though many authors have carried out several studies, as presented previously, the process that pushes view-erstovisitthesiteportrayedinthefilmor tv produc­tion is still unclear since not everyone who watches it decidestovisit. Itisessentialtounderstandtheroleof the perceived value, emotional involvement, familiar­ity, empathy, identification, attitude, and connection with the production and determine how they can af­fect the decision process. Only seeing place attributes alonemaynotexplaintheprocess:itneedstocombine behaviouralcomponents,suchascultural,psychologi-cal,emotional,andphysicalelementsoflandscapeand place consumption. Therefore, it is crucial to under­stand the cultural, social, personal, and psychological factors that are more likely to be connected with film-induced tourism. After analysing thepresented gaps, wecan con­clude that studies of the field would require a broader context focus on large-scale studies. Some studies are also focused on a specific film and tv production where results cannot be accepted generally. Concerningnewopportunitiesforfurtherresearch on the field, the first opportunity concernstheanalysis offilmand tv productionswhichexposeundesirable images of the tourist destination. The studies should focusonthehypothesisthatrevealingnegativeaspects of the tourist destination will lead to a negative image which can lead to a lack of interest in a future visit to the tourist destination. Or the opposite, since the en­gagement with special interest tourism, such as dark tourism and slum tourism, among others, is a strong trend in terms of consumer behaviour. The second opportunity consists of the analysis of cultural perspectives on film-induced tourism mo­tivation and experiences. It is imperative to analyse whether different cultures among film and tv pro­ductionsandviewersmakeitlesslikelytoidentifyand motivate consumers’ decisions to travel to a tourist destinationportrayed on the film or tv production. Also, the role of culture on the film-tourist experi­encesandcorrespondentsatisfactionordissatisfaction should be analysed. The third opportunity consistsofanalysingtherole of the media in this whole process; the goal is to in­vestigate if popular culture can influence destination image. Even though there are some studies, they are notenoughtodrawgeneralconclusions. Whenmedia expose the production with apositive or negativeper­spective, the consequences on the tourism image and demandcould differ. The fourth opportunity consists of the analysis of film-induced tourism in a cause-effect relationships perspective among factors correlated directly with the field, such as the relationship between authentic­ity and loyalty, or celebrity and tourists’ satisfaction, among others. Film-induced tourism is a complex topic, requiring in-depth explanatory research seek­ing to explain relationships between phenomena, be-sidesthealreadyachievedcross-disciplinaryacademic approach with complementary areas such as popular and media culture, cultural geography, film studies, and theory approaches; cultural perspectives, media, and tourism; social psychology, and new media plat­forms. The fifth opportunity consists of studying different approaches to keep the longevity of the tourism ini­tiatives related to film-induced tourism contributing to sustainable planning and development of a tourist destination. It is imperative to maintain the longevity of film tourism initiatives and extend the benefits for the tourist destination in a long-term perspective, be­sides the importance of sustainable development and its sustainable development goals. All tourist destina­tions are focusing on a long-term aim to preserve en-vironmental,natural,andsocial-economicequity,and film-inducedtourismcouldbeanessentialtoolforthis achievement. The sixth opportunity consists of studying if differ­ent genres might impact tourist visitation; it means to whatextentdifferentgenresoffilmor tv production have the ability to influence tourism motivation and demand positively or negatively. It would be crucial to analyse if, for instance, horror movies and produc­tionsfocusedon controversialthemeswouldalsolead to tourist motivation and demand. It is vital to take into consideration different studies due to the subjec­tivity of the film and tv productions. The seventh opportunity consists of studying resi­dents’perspectivesandattitudestowardsfilm-induced tourism. With so many examples in the industry pri­marily related with over-and mass tourism in result of culture clashes based on cultural differences, eco­nomicinequalitybetweenlocalsandtourists,andfail­ure to respect local customs and moral values, it is imperative to develop further research to analyse the satisfactionofresidentsintheplanning,development, and establishmentof film-inducedtourism initiatives. In addition, it would be important to analyse how the extent to which local residents’ perceptions and at­titudes towards film-induced tourism have changed, transformed,or adjusted over time. The eighth opportunity consists of analysing con-sumers’answerstobrandplacementinmovies.Dueto the increment of competition, companies can see an opportunity in film and tv productions since those are alternative opportunities for advertisement. Be-sides,filmand tv productionsreachalargeraudience and have a longer life span than short commercials. Theninthopportunityconsistsofanalysinginafur­ther and more in-depth perspective the role of gov­ernments in terms of strategies and tourism policies in film-inducedtourism,analysingtheir effectson the host communities and the creative industries. The tenth opportunity consists of developing more studies on the field, based not only western examples, predominantly from the uk, Ireland, Australia, and the usa,butalsoincludingAsianstudies.Theauthors Kim and Reijnders (2018) made an excellent contri­bution to the field with their book Film Tourism in Asia, however,morestudies of thiskind areneededto strengthen knowledge and achieve results. Last but notleast,the eleventh opportunity consists of developing studies on the importance of social net­works in film-induced tourismin terms of motivation and image. Further empirical studies in this area should then cover those gaps and opportunities that would help understand this typology of tourism in its fullness and reinforce the studies and the knowledge already achieved in the current literature review about the topic. Eventhough there are many studies in the field, it remains an emerging area that would benefit from this cross-disciplinarity. Conclusion Afterall thepresented analysis, wecan conclude that film-induced tourism, despite being a theme that has only begun to be recognized for its importance since the ’90s, has generated many studies with the aim of understandingit as a whole. The first studiesreported analysisontheus and uk,followedlaterbyAustralia, Asia, and Europe. Those studies were based on the positive economic impacts of a film or tv produc-tion, film-induced tourism’s role on tourist motiva­tions, and the importance of film-induced tourism in marketing activities and initiatives from tourist desti­nations portrayed on film or tv productions. Those studies were about specific productions and specific tourist destinations, which are questionable for being appliedtootherdestinationsandfilmandtv produc­tions. In the last 20 years, more studies have been added within the spectra of film-induced tourism research whichalsostartedfocusingontouristexperiencesand authenticityandontheroleofcelebritiesin touristin­volvement, which has given a more extensive under­standing and approach to the theme; however, those topics remain an emerging area for further empirical studies. We can conclude there is insufficient evidence to date in specific areas viewed as potential gaps in film-induced tourism literature, besides the fact that previ­ousstudiesdidnotexploreacorrelationbetweencon­ceptsthatwouldallowabroaderperspectiveandcom­prehension. The gaps are therefore related to tourist experiences and authenticity, tourism involvement, nostalgia and celebrities, negative impacts of film-induced tourism on destinations, and film-induced tourismasamotivatorfortheintentionofvisitthrough exhibited images; where place attributes alone might not be able to explain this process, it is also necessary to add the behavioural components. Not all viewers feel motivated to travel after watching a film or tv production. The main opportunities related to new studies fo­cusing on the connection of film-induced tourism with sustainableplanning and developmentare as fol-lows:toanalyseifdifferentgenresoffilmand tv pro­ductions and different cultures among film and tv productionsandviewershavedifferenteffectsinterms of motivation and satisfaction; to analyse if film and tv productions that expose negative images about a touristdestinationwouldimplyanegativeimagelead­ing to a lack of tourism motivation to visit the tourist destination; to focus on the cross-disciplinarity be-tweenfactorsandevenexploringcause-effectrelation-ships among them, and on residents’ perspectives and attitudestowardsfilm-inducedtourism,theroleofthe mediaontouristmotivationandconsumers’answerto brand placement in movies. Inall,thepresentedauthorscanconcludethatfilm-induced tourism is a profitable and growing sector worldwidethatprovideseconomicimportanceforthe tourist destinations where the productions are made due to the increase in international travel and the growth in the entertainment industry. Therefore, it is imperative to invest in further research filling the gaps pinpointed by this study in terms of gaps and opportunities to keep taking advantage of the present benefits. The best examples are destinations like New Zea-land,theUnitedKingdom,theUnitedStates,andAus­tralia, among others, who have adopted film-induced tourism as a way of promoting their tourist destina-tions,takingadvantageoftheopportunitiesgenerated, and becoming part of the panorama of the leading world tourist destinations. This example can be ap­plied to other tourist destinations if further research takes place contributing to empowering managers, film commissions, stakeholders and local communi­ties. References Ali,A.(2015).Theoreticalperspectivesondestinationimage. InK.Bricker&H.Donohoe(Eds.),Demystifyingtheories in tourism research (pp. 104–117). cabi. B.akiewicz,J., Leask, A.,Barron, P.,&Rakic, T. (2017). Man­agement challenges at film induced tourism heritage at­tractions. Tourism Planning & Development, 14(4), 548– 566. Baloglu,S.,Henthorne,T.L.,&Sahin,S.(2014). Destination imageandbrandpersonalityofJamaica.JournalofTravel &Tourism Marketing, 31(8), 1057–1070. Balli, F.,Balli,H. O., &Cebeci, K. (2013).Impacts of ex­ported Turkish soap operas and visa-free entry on in-boundtourismtoTurkey. TourismManagement,37, 186– 192. Basanez, R. P.,&Ingram, H.(2013). Film and tourism:The imaginedplaceandtheplaceoftheimagined.Worldwide Hospitality and Tourism Themes, 5(1), 39–54. Beeton,S. (2010). The advance of film tourism. Tourismand Hospitality Planning & Development, 7(1), 1–6. Beeton,S.(2011).Tourismandthemovingimage:Incidental tourism promotion. Tourism Recreation Research, 36(1), 49–56. Beeton, S. (2016). Film-induced tourism (2nd ed.). Channel View Publications. Beeton,S.,&Cavicchi,A.(2015). NotquiteundertheTuscan sun . .. The potential of film tourism in marche region. Almatourism:Journalof Tourism,CultureandTerritorial Development, 6(4), 146–160. Béric, D., Kovacevic,M., Simat, K.,& Bozic, S. (2013).Film tourism:AcontemporaryresourceforpromotingSerbia. Turizam, 17(1), 18–28. Bharti, P. (2015). Films and destination promotion: An ex-ploratorystudy. InternationalJournalofTravelandTour-ism, 8(1/2), 50–61. Blanchet, C., & Fabry, N. (2020). Influence of new cine­matographic and television operators on the attractivity of tourist destinations. Journal of Tourism Futures, 6(3), 219–222. Bryce, D., Curran, R.,O’Gorman, K.,& Taheri,B. (2015). Visitors’ engagementandauthenticity:Japaneseheritage consumption. Tourism Management, 46, 571–581. Busby, G.,Ergul, M., & Eng,J.(2013). Film tourismand the leadactor: Anexploratory studyof the influence on des­tinationimage and branding. Anatolia: An International Journal of Tourism and Hospitality Research, 24(3), 395– 404. Busby, G., Huang, R., & Jarman, R. (2013). The Stein effect: An alternative film-induced tourism perspective. Inter­national Journal of Tourism Research, 15(6), 570–582. Candrea,A. N.,Ispas,A.,Untaru,E.N.,&Nechita,F.(2016). Marketing the Count’s way: How Dracula’s myth can re-viveRomaniantourism. Bulletinof theTransilvaniaUni­versityofBrasov,EconomicSciences,SeriesV,9(1),83–90. Carvalho, S. (2013). Ocineturismo – Ocaso de Portugal [Un­published master’s thesis]. Universidadede Aveiro. Chang,D.(2016).Astudyof tv dramaseries,culturalprox­imity andtravelmotivation:moderation effectofendur­ing involvement. International Journal of Tourism Re­search, 18(4), 399–408. Chen,C. Y.(2018). Influence of celebrityinvolvement on place attachment: Role of destination image in film tourism. Asia Pacific Journal of Tourism Research, 23(1), 1–14. Chen,H., Zuo, Y.,Law, R. & Zhang, M. (2021).Improving the tourist’sperception of thetourist destinationsimage: An analysis of Chinese kung fu film and television. Sus­tainability, 13(7), 38–75. Chiu, W., & Zeng, S. (2016). Determinants of Chinese tour­ists’ loyaltyto Korea: A comparison of filmandnon-film tourist perceptions. International Journal of Social Sci­ence and Humanity, 6(9), 667–671. Chiu, W., Zeng, S., & Cheng, P. (2016). The influenceof des­tinationimageandtouristsatisfactionontouristloyalty: A case study of Chinese tourists in Korea. International Journal of Culture, Tourism and Hospitality Research, 10(2), 223–234. Connell, J. (2012). Film tourism: Evolution, progress and prospects. Tourism Management, 33(5), 1007–1029. Corton, M. L., & Ebrahimpour, M. (2014). Research note: Forecasting film induced tourism – The Dolphin Tale case. Tourism Economics, 20(6), 1349–1356. Costa, J. C. (2016). Cinemaandtheautomobile: Drivingfac-tors of new models in the early years of the Golden Age. Tourism ManagementPerspectives,19(Part a), 24–31. D’Alessandro, L., Sommella, R., & Viganoni, L. (2015). Film-induced tourism, city-branding and place-based image: The cityscape of Naples between authenticity and con­flicts. Almatourism: Journal of Tourism Culture and Ter­ritorial Development, 6(4), 180–194. Depken, C. A., Globan, T., & Kožic, I. (2020). Television-induced tourism: Evidence from Croatia. Atlantic Eco­nomic Journal, 48(2), 253–262. DiBlasi,E.,&Arangio,A.(2015).Marzamemi,aninteresting case study of film-induced tourism. Almatourism: Jour­nalofTourismCultureandTerritorialDevelopment,6(4), 213–228. Di Cesare,F., & LaSalandra, A. (2015).Film-induced, steps forarealexploitationinEurope.Almatourism:Journalof Tourism Culture and Territorial Development, 6(4), 1–17. Du,Y. Y.,Li,J.Y.,Pan,B.,&Zhang,Y.Y. (2019).LostinThai-land: A case study on the impact of a film on tourist be­havior. Journal Vacation Marketing, 26(3), 365–377. Dubois, L., &Gibbs,C.(2018). Video game-induced tour­ism: A new frontier for destination marketers. Tourism Review, 73(2), 186–198. Fu,H., Ye, B.H., &Xiang, J. (2016). Reality tv, audience travel intentions, and destination image. Tourism Man­agement, 55, 37–48. Garcia,F.A., Vazquez, A. B.,&Macias,R.C.(2015). Resi­dent’s attitudestowards the impacts of tourism. Tourism Management Perspective, 13(1), 33–40. Hao,X.,&Ryan,C.(2013). Interpretation,filmlanguageand tourist destinations:A case study of Hibiscus Town. An­nals of Tourism Research, 42(2), 334–358. Hetland, A.,Vittersř, J., Fagermo,K., Řvervoll, M., &Dahl, T. I. (2016). Visual excitement: Analyzing the effects of three Norwegian tourism films on emotions and behav­ioral intentions. Scandinavian Journal of Hospitality and Tourism, 1(4), 528–547. Hudson,S.,&Ritchie,J.R.B.(2006a).Filmtourismanddes- tination marketing: The case of Captain Corelli’s Man­dolin. Journal of Vacation Marketing, 12(3), 256–268. Hudson, S., & Ritchie,J. R.B. (2006b).Promoting desti­nations via film tourism: An empirical identification of supporting marketing initiatives. Journalof TravelRe-search, 44(4), 387–396. Ismail,M.N.I.,Sumarjan,N.,Khan,N.F.A.H.,&Hanafiah, M. H. (2017). Movie touring: The influence of film on viewers’ travel intention. In A. Saufi,I.R.Andilolo, N. Othman, & A. A. Lew (Eds.), Balancing development and sustainability in tourism destinations (str. 97–108). Springer. Itoo,M. H.,& Nagar, K. (2017). Impactof negativeportrayal ofadestinationinBollywoodmoviesonviewers’attitude towards the destination, intention to visit and destina­tion image. Pacific Business Review International, 10(5), 71–82. Itoo,M.H&Nagar, K. (2019). Audience responses towards positiveandnegativedestinationplacementin films:An experimentalinvestigation.InternationalJournalofHos­pitality & Tourism System, 12(1), 73–82. Iwashita,C.(2006).Mediarepresentationoftheuk asades­tinationforJapanesetourists.TouristStudies,6(1),59–77. James, Y.,Darveau,J., &Fortin, J. (2018). Immersion in film tourism experiences. JournalofTravel& TourismMar­keting, 35(3), 273–284. Josiam, B., Spears, D., Dutta, K., Pookulangara, S., & Kinley, T. (2014). ‘Namastey London:’ Bollywood movies and their impact on how Indians perceive Europe destina­tions. fiu Hospitality Review, 31(4), Article 2. https:// digitalcommons.fiu.edu/hospitalityreview/vol31/iss4/2 Josiam,B. M.,Spears,D.L.,Pookulangara,S.,Dutta,K.,Kin­ley, T. R.,&Duncan,J. L. (2015). Using structuralequa­tion modeling to understand their impact of Bollywood movies on destination image, tourist activity, and pur­chasingbehaviorofIndians.Journal of Vacation Market­ing, 21(3), 251–261. Kim, S., & Assaker, G. (2014). An empirical examination of the antecedentsof filmtourism experience:A structural model approach. Journal of Travel& TourismMarketing, 31(2), 251–268. Kim, S., & Kim, S. (2017). Segmentation of potential film touristsbyfilmnostalgiaandpreferredfilmtourismpro­gram. Journalof Travel&TourismMarketing,35(3),285– 305. Kim, S., & Kim, S. (2018a). Perceived values of tv drama, audience involvement, and behavioral intention in film tourism. JournalofTraveland Tourism Marketing, 35(3), 259–272. Kim, S., & Kim, S. (2018b). Segmentation of potential film touristsbyfilmnostalgiaandpreferredfilmtourismpro­gram. JournalofTraveland Tourism Management, 35(3), 285–305. Kim,S.,&Nam,C.(2016). Opportunitiesandchallengesfor SouthKoreantourismandcreativeindustries. InP. Long &N. D.Morpeth (Eds.), Tourism and the creative indus­tries: Theories, policies and practices (pp. 102–115). Rout-ledge. Kim, S.,&Park,E.(2021). An integrated model ofsocial impacts and resident’s perceptions: From a film tourism destination. Journal of Hospitality & Tourism Research, 20(1). https://doi.org/10.1177/10963480211011641 Kim, S., & Reijnders, S. (2018). Film tourism in Asia: Evolu­tion, transformation and trajectory. Springer. Kim,H.,&Richardson,S. L.(2003). Motionpictureimpacts ondestinationimages.AnnalsofTourismResearch,30(1), 216–237. Kim, S.,Kim,S., &Han,H.(2019). Effects of tv drama celebrities on national image and behavioral intention. Asia Pacific Journal of Tourism Research, 24(3), 233–249. Kim, S. S.,Kim,S., &Heo,C. (2015). Assessment of tv drama/film production towns as a rural tourism growth engine. Asia Pacific Journal of Tourism Research, 20(7), 730–760. Kim, S., Kim, S., & King, B. (2019). Nostalgia film tourism and its potential for destinationdevelopment, Journal of Travel & Tourism Marketing, 36(2), 236–252. Kim, S., Suri, G. & Park, E. (2018). Changes in local res­idents’ perceptions and attitudes towards the impact of film tourism: The case of Eat Pray Love (epl) film tourism in Ubud, Bali. In S. Kim & S. Reijnders (Eds.), Film tourism in Asia: Evolution, transformation and tra­jectory (pp. 125–138). Springer. Kirillova, K.,Lehto,X. Y., &Cai,L.(2017). Existential au­thenticityandanxietyasoutcomes:Thetouristintheex­perience economy. International Journal of Tourism Re­search, 19(1), 13–26. Kumar, A.,&Dung, T.P.(2017). Film tourismand desire to travel: A cross National Study of India and China. In C. D. Mohinder (Ed.), Opportunities and challenges for tourism and hospitality in the bric nations (pp. 203– 219). igi Global. Lara, R. (2013). El fenómeno del turismo cinematográfico [End-of-degree project]. Universidad de Málaga. Lee,S.,&Bai,B.(2016a).Influenceofpopularcultureonspe­cial interest tourists’ destination image. Tourism Man­agement, 52, 161–169. Li,C., &Liu, C.(2020). Theeffects ofempathy and persua­sion of storytelling via tourism micro-movies on travel willingness. Asia Pacific Journal of Tourism Research, 25(4), 382–392. Li,S., Li,H., Song,H., Lunberg, C.,&Shen, S.(2017). The economic impact of on-screen tourism: The case of the LordoftheRingsandHobbit. TourismManagement,60, 177–187. Lian,T.,&Yu,C.(2019).Impactsofonlineimagesofatourist destination on tourist travel decision. Tourism Geogra­phies, 2(4), 635–664. Liu,C.C.(2015). Theeffectofempathyandpersuasionimpact on travel willingness in story marketing: A case study on tourismmicro-movie [Unpublishedmaster’sthesis].Shih Hsin University. Liu, Y., Chin, W. L., Nechita, F., &Candrea,A.N.(2020). Framing film-induced tourism into a sustainable per­spective from Romania, Indonesia and Malaysia. Sus­tainability, 12(23), 9910. https://doi.org/10.3390 /su12239910 Lopez, L., Mosquera, D., & Lois Gonzalez, R. (2015). Film-inducedtourismintheWayofSaintJames.Almatourism: Journal of Tourism Culture and Territorial Development, 6(4), 18–34. Loureiro, S.M.C., &deAraujo, A. B. (2015). Negative film plot and tourists’ image and intentions: The case of city ofgod.JournalofTravel&TourismMarketing,32(4),352– 365. Lovell,J.,&Thurgill,J. (2021). Extendinghotauthentication: Imagining fantasy space. Annals of Tourism Research, 87(C), 103138. https://doi.org/10.1016/j.annals.2020 .103138 Lundberg, C., &Lindström,K.N.(2020). Sustainable man-agementofpopularculturetourismdestinations:Acriti­calevaluationofthetwilightsagaservicescapes. Sustain­ability, 12(12), 5177. https://doi.org/10.3390/su12125177 Mandic, A., Petric, L., and Pivcevic. S. (2017). Film as a cre­ativeindustryconstituentanditsimpactsontourismde­velopment: Evidence from Croatia. In S. Markovic & D. Smolcic Jurdana (Eds.), 4th International Scientific Con­ference, tosee – Tourism in Southern and Eastern Eu-rope,May4–62017,Opatija,Croatia,ConferenceProceed­ings (Vol.4,pp. 335–348).UniversityofRijeka,Facultyof Tourism and Hospitality Management. Mĺnsson, M., Buchmann, A., Cassinger, C., & Eskilson, L. (2020). The Routledge companion to media and tourism. Routledge. Martin-Jones, D. (2014). Film tourism as heritage tourism: Scotland, diaspora and The Da Vinci Code (2006). New Review of Film and Television Studies, 12(2), 156–177. Mathisen, L., & Prebensen, N. K. (2013). Dramatizing an event through a promotional film: testing image effects. Journal of Travel & Tourism Marketing, 30(7), 672–689. McKercher,B.,Wang,D.,&Park,E.(2015).Socialimpactsas afunction of place change. Annals of Tourism Research, 50, 52–66. Mendes, R., Vareiro, L. M. C, & Ferreira, R. R. (2017). Res­idents’ perceptions of film-induced tourism: A Por­tuguese case study. Tourism and Hospitality Research, 17(4), 424–433. Meneguel,C.R. A., Mateus, A., & Caroline, B. (2017). Cine-turismo:Laperception dela ciudad deRiodeJaneiroen base al film Rio por parte de los potenciales turistas. Es-tudios y Perspetivas en Turismo, 26, 22–41. Mwaura, D., Acquaye, D., & Jargal, S. (2013). Marketing im­plications of the destination image of Mongolia. World­wide Hospitality and Tourism Themes, 5(1), 80–91. Nagar,K.(2016).Consumerresponse tobrandplacementin movies: Investigatingthe brand-event fit. Vikalpa, 41(2), 149–167. Nechita,F.,Demeter,R.,Briciu,V. A.,Varelas,S.,&Kavoura, A. (2020). Projected destination images versus visitor-generated visual content in Brasov, Transylvania. In A. Kavoura, E. Kefallonitis, & P. Theodoridis (Eds.), Strategic Innovative Marketing and Tourism: 8th icsi­mat,NorthernAegean,Greece,2019(pp.613–622).Sprin­ger. Nunes, S. (2018). Tourist destinations displayed on film and television: Influence on their reputation, brand image and customer choice. European Journal of Tourism Re­search, 20, 129–133. Nunes,S.,delMoralAgundez,A.,daFonseca,J.F.,&Chemli, S. (2020). Impactsof positiveimagesoftourism destina­tion exhibitedin a filmor tv production on its brand equity: The case of Portuguese consumers’ perspective. Transnational Marketing Journal, 8(2), 271–295. O’Connor, N.,& Kim, S. (2016).Media-relatedtourismphe­nomena: A review of the key issues. In J.-A. Lester & C. Scarles (Eds.), Mediating the tourist experience: From brochures to virtual encounters (pp. 13–31). Routledge. O’Connor, N., Flanagan, S., & Gilbert, D. (2008). The inte­gration of film-induced tourism and destination brand­ing in Yorkshire, uk. International Journal of Tourism Research, 10(5), 423–437. Oviedo-García, M., Castellanos-Verdugo, M., Trujillo-Gar­cía,M.A.,&Mallya,T.(2016).Film-inducedtouristmo­tivations: The case of Seville (Spain). Current Issues in Tourism, 19(7), 713–733. Ozdemir, G.,&Adan, O.(2014). Film tourismtriangula- tionofdestinations.Procedia–SocialandBehavioralSci­ences, 148(3), 625–633. Pan, S., Santos, C. A., & Kim, S. (2017). Promoting tourism, projecting power: The role of television commercials. JournalofTravel&Tourism Marketing, 34(2), 192–208. Park, E. (2018). The impactsof film tourismon place change and tourist experience: A lesson from Eat Pray Love in Bali,Indonesia. InS.Kim &S.Reijnders (Eds.), Film tourism in Asia: Evolution, transformationand trajectory (pp. 107–123). Springer. Pennacchia,M.(2015).Adaptation-inducedtourismforcon­sumers of literature on screen: The experience of Jane Austen fans. Almatourism: Journal of Tourism Culture and Territorial Development, 6(4), 261–268. Pookaiyaudom, G., & Tan, N. H. (2020). The Buppaesanni-was phenomenon: ‘Thainess’ and national identity as a filmtourismmotivation.JournalofTourismandCultural Change, 18(5), 497–513. Poonia,A.K., &Chauhan, G. S.(2015). Amultimodaldis-course analysis of select tourism video commercials of incredible India campaign. International Journal of Travel and Tourism, 8, 1 & 2. https://doi.org/10.21863/ijtt /2015.8.1and2.002 Pratt,S. (2015). TheBorateffect:Film-inducedtourismgone wrong. Tourism Economics, 21(5), 977–993. Puleo,T. J. (2015).AmericanperceptionsofSicilyasatourist destination as experienced through film. Almatourism: Journal of Tourism Culture and Territorial Development, 6(4), 195–212. Quintal, V.,& Phau, I.(2014). Romancing friends with ben­efits: Does it benefit New York as a travel destination? Tourism Analysis, 19(1), 51–67. Quintal, V., & Phau, I. (2015). The role of movie images and its impact on destination choice. Tourism Review, 70(2), 97–115. Reijnders, S. (2011). Stalking the Count: Dracula, fandom andtourism. Annals of TourismResearch, 38(1), 231–248. Riley, R. W.,& Van Doren,C. S. (1992). Movies as tourism promotion: A pull factor in a push location. Tourism Management, 13(3), 267–274. Riley,R. W., Baker, D., & Van Doren, C. S. (1998). Movie in­duced tourism. Annals of Tourism Research, 25(4), 919– 935. Rittichainuwat,B.,&Rattanaphinanchai,S. (2015).Applying amixedmethodofquantitativeandqualitativedesignin explaining the travel motivation of film tourists in vis­iting a film-shooting destination. Tourism Management, 46, 136–147. Rittichainuwat,B., Laws,E.,Scott,N.,& Rattanaphinanchai, S.(2018).Authenticityinscreentourism. Journalof Hos­ pitality and Tourism Research, 42(8), 1274–1294. Rodriguez Campo, L., Fraiz Brea, J. A., & Alén González, E. (2014). El turismo cinematográfico como tipologia emergente del turismo cultural. Revista de Turismo y Patrimonio, 12(1), 159–171. Saltik, I. A., & Dönmez, F. G. (2020a). The effect of com­munity attachment on support for film tourism. In F. D. Mobo & Y. Sakhi (Eds.), Tokyo Summit-2: 2nd interna­tional conference on innovative studies of contemporary sciences; The book of full texts (pp. 148–155). Saltik, I. A., & Dönmez, F. G. (2020b). A model proposal for identifying the relationship between film tourists’ motivation, expectationsand satisfaction. In O. Içöz, M. Uysal,M.Tuna,&A.Basoda(Eds.),MTCON20:Confer­ence on managing tourism across continents proceedings, (pp. 293–304). Ankara: Detay Yayincilik. Schmidt,D.,Zureck,A.,Gradetzki,S.,&Seel,G.(2019).An­alyzing the emotional bondage of serial fans and busi­ness decisions on series extension in the context of the impact on the stock price of the providers. Financial As­sets and Investing, 10(1), 25–39. Sharma, A. (2017). Destination marketing and promotion through film tourism: An empirical study of Hadoti re­gion of Rajasthan. Journal of Applied Management and Investments, 6(2), 118–129. Shao, J., & Gretzel, U. (2018). Power of dramas: A com­parison of voluntourism between Chinese and Ameri­canfilm tourists.InS.Kim &S.Reijnders (Eds.), Film tourism In Asia, evolution, transformation and trajectory (pp. 187–201). Springer. Shao,J., Li,X., Morrison, A. M.,&Wu,B.(2016). Socialme­dia micro-film marketing by Chinese destinations: The case of Shaoxing. Tourism Management, 54(c), 439–451. Silva, R., Moreira, G.& Perinotto,A.(2013). Turismo e cin­ema: Uma viagem pelos filmes ‘Diáros de motocicleta’ e ‘Sob o sol da Toscana.’ Turydes, Revista de investigación en turismo y desarollo local, 6(14). Singh,S.V.,Arya,A.,&Chauhan,A.(2021).Destinationmo­tivations through antecedents of film-induced tourism: A study on outbound visitors of Lucknow. Indian Jour­nal of Applied Hospitality & Tourism Research, 13, 1–23. Spears, D.L., Josiam,B.M., Kinley, T., &Pookulangara, S. (2013).Touristseetouristdo:Theinfluenceofhollywood movies and television on tourism motivation and activ­ity behavior. Hospitality Review, 30(1), Article 4. St-James, Y., Darveau, J.,& Fortin,J. (2018). Immersionin film tourist experiences. Journalof Travel& Tourism Marketing, 35(3), 273–284. Stylos, N., Bellou, V., Andronikidis, A., & Vassiliadis, C. A. (2017). Linking the dots among destination images, place attachment, and revisit intentions: A study among British and Russian tourists. Tourism Management, 60, 15–29. Taylor, F. (2018). The beach goes full circle: The case of Koh Phi Phi, Thailand. In S. Kim & S. Reijnders (Eds.), Film tourisminAsia:Evolution,transformation,andtrajectory (pp. 87–106). Springer. Terzidou, M., Stylidis, D., & Terzidis, K. (2018). The role of visual media in religious tourists’ destination im­age, choice, and on-site experience: The case of Tinos, Greece. Journalof Travel&TourismMarketing, 35(3), 306–319. Tessitore, T.,Pandelaere, M.,&VanKerckhove,A.(2014). The amazing race to India: Prominence in reality tele­vision affects destination image and travel intentions. Tourism Management, 42, 3–12. Tham, A., & Kim, S. (2018). Factors hindering the intention of tourists to visit film tourism locations: The case of the Korean tv drama descendants of the sun (dots). In S. Kim & S. Reijnders (Eds.), Film tourism in Asia: Evolution, transformation and trajectory (pp. 157–170). Springer. Tkalec,M.,Zilic,I.,&Recher,V. (2017).Theeffectoffilmin­dustryontourism:GameofThronesandDubrovnik. In­ternational Journal of Tourism Research, 19(6), 705–714. Tooke,N.,&Baker,M.(1996).Seeingisbelieving:Theeffect offilmonvisitornumberstoscreenedlocations.Tourism Management, 17(2), 87–94. Urso,G.(2015). Salento atmosphereand theroleof movies. Almatourism: Journal of Tourism Culture and Territorial Development, 6(4), 229–240. Vila,N.A., Brea, J.A.F., &Carlos, P. (2021). Film tourism in Spain: Destination awareness and visit motivation as determinants to visit places seen in tv series. European Research on Management and Business Economics, 27(1), 100135. https://doi.org/10.1016/j.iedeen.2020.100135 Yang, F., Vanden Bergh, B., & Lee, J. (2017). Do violent movies scare away potential visitors? International Jour­nal of Advertising,36(2), 314–335. Yen, C. H.,&Croy,W.G.(2016). Film tourism: Celebrity involvement, celebrity worship and destination image. Current Issues in Tourism, 19(10), 1027–1044. Yen, C. H.,& Teng, H.Y. (2015). Celebrity involvement, perceived value, and behavioral intentions in popu­lar media-induced tourism. Journal of Hospitality and Tourism Research, 39(2), 225–244. Yoon, Y., Kim, S. S., & Kim, S. S. (2015). Successful and unsuccessful film tourism destinations: From the per­spective of Korean local residents’ perceptions of film tourism impacts. Tourism Analysis, 20(3), 297–311. Wen, H., Josiam, B. M.,Spears, D. L.,&Yang, Y.(2018). Influence of movies and television on Chinese tourists perception toward international tourism destinations. Tourism ManagementPerspectives, 28, 211–219. Wong,J.Y.,&Lai,T.C. (2013). Celebrityattachmentandbe­havioral intentions: The mediating role of place attach­ment. International Journal of Tourism Research, 17(2), 161–170. Zhang, X., Ryan, C.,&Cave,J. (2016). Residents, their use of a tourist facilityandcontribution to tourist ambience: Narratives from a film tourism site in Beijing. Tourism Management, 52, 416–429. A 7P Comparison between Restaurant Managers’ and Customers’ Post-COVID-19 Quality Expectations Marko Kukanja University of Primorska, Slovenia marko.kukanja@fts.upr.si Thisstudyexaminesrestaurantmanagementandcustomerqualityexpectations(ex­pected performances) in the post-covid-19 pandemic period. The purpose of this studyistoinvestigatewhichmarketing-quality(7p)dimensionsbestexplainthecon­structofrestaurantqualityexpectationsafterthecrisiscausedbythe covid-19pan­demicandtodeterminewhetherdifferencesexistbetweenrestaurantmanagers’and customers’ quality expectations. An online survey was delivered via emails (man­agers)and social media (customers) in the Republic of Slovenia. A total of422 valid online questionnaires were obtained from customers, and 89 completed question­naires were gathered from managers. The 42-item questionnaire was based on the principles of the marketing mix. Results of exploratory factor analysis indicate that six marketing dimensions best explain restaurant quality expectations in the post­covid-19 pandemic period (in order of importance): Physical evidence, Product, Promotion, Processes, Placement, and Price. Results also reveal a significant gap in quality expectations since price is the only dimension where no differences were found between restaurant managers’ and customers’ quality expectations. This re­search contributes to the literature by explaining the importance of the different 7p quality indicators for assuring restaurant quality in the post-covid-19 pandemic period. By applying a 7p research methodology, we have also facilitated a bench­marking process for the internationalrestaurantindustry. Keywords: covid-19, managers, customers, restaurant, quality, marketing https://doi.org/10.26493/2335-4194.15.249-264 Introduction In service industries, the quality of services offered constitutes one of the most critical elements for a competitive advantage of service firms in the global marketplaceandsignificantlyinfluencesservicefirms’ operational profitability (Kukanja & Planinc, 2018). Timely and accurate measurement of customers’ ex-pectationsiscrucialforimprovingservicequality,cre­ating a competitive advantage, and the effective allo­cation of production resources (Samanci et al., 2021). Similarly,in therestaurantindustry,wherethereis in-tensecompetitionamongrestaurantproviders,restau­rant firms should focus on analysing customers’ ex­pectations to improve the quality of their offerings and maintain customer satisfaction. Although service quality is measured from the customers’ mainly sub­jective perspective, restaurant managers are expected tounderstandtheircustomers’needsandexpectations in order to provide high-quality offerings (Parasura-man et al., 1985) and maintain competitive and prof­itable business operations (Wang et al., 2021). There­fore, a holistic conceptualisation of restaurant service qualityshouldconsiderboththecustomers’(external) and managers’ (the inner) quality perspectives. Studies on restaurant service quality that evalu­ate customers’ quality expectations and perceptions are frequentlyreportedin the literature. Nevertheless, significantly fewer studies have analysed both cus­tomers’ and managers’ quality perceptions (Dedeoglu & Demirer,2015; Kukanja, 2017), and only a few stud­ies have focused solely on the managerial perspective (Kukanja et al., 2020). However, with the outbreak of the Severe Acute Respiratory Syndrome Coronavirus 2(sars-cov-2),whichcausesthenew covid-19dis­ease, the global restaurant industry has suffered its heaviest blow ever in modern human history (Brizek et al., 2021), causing a ‘new reality.’ Accordingly, many researchers have focused on investigating the vari­ousaspectsof restaurantcustomers’ buying behaviour changes during the covid-19 pandemic. The main topicsreferredtotheanalysisofriskperceptions(Yost & Cheng, 2021), social distancing (Wang et al., 2021), the safety of food packaging (Byrd et al., 2021), and many others (relevant state-of-the-art research find-ingsarepresentedinTable1).Tothebestofourknowl­edge,nostudyhasanalysedrestaurantmanagers’qual­ity expectations during the pandemic. In this con­text, neither has any study’ identified potential differ­ences between restaurant managers’ and customers’ quality expectations in the post-covid-19 pandemic period. In the spring of 2021, the governments of the Eu­ropean (eu) member states have cautiously started to loosen the rigorous anti-covid-19 measures. Due to the widespread vaccination of the population, the im­plementation of the eu digital covid-19 travel cer­tificate, and the gradual reopening of restaurant facil­ities, this study aims to reveal how to improve restau­rant service quality in the ongoing post-covid-19 pandemicperiod. Itdoesthisby simultaneouslycom-paring the quality expectations of both restaurant managers and customers. In this study, we implemented a marketing-based research concept. Using the theoretical principles of Kotler’s marketing mix, we also aim to identify the most critical marketing quality dimensions in the post-covid-19 pandemic period. By understanding the importance of the different marketing-quality dimensions and the potential dif­ferences between managers’ and customers’ quality expectations (expected performance), the long-term negative impacts of the pandemic on restaurant firms can also be minimised if proper recovery strategies are applied in time. Therefore, identifying potential differences between managers’ and customers’ quality expectations might also help strengthen restaurants’ resilience strategies in the post-covid-19 pandemic period (Yost & Cheng, 2021). Based on research re­sults, restaurant firms should rethink and optimise their marketing-mix strategies and improve the qual­ity of their offerings. Additionally,we believe that this study will also remain significant for future research since, according to Zhong et al. (2021), this is most probably not the last pandemic humanity will face in the forthcoming years. Thispaperisbasedonamixedmethodologicalap­proach. After the literature review, primary data were collectedusinganonline questionnaire.Thedesignof the questionnaires was based on the study of Kukanja et al. (2017). An exploratory factor analysis (efa) was performed to investigate the expected quality struc­ture, and the Wilcoxon Mann-Whitney U test was conducted to analyse the differences in quality expec­tations between managersand customers. Theremainderofthepaperisorganisedasfollows: the following sections discuss a literature review, the methodologyand the presentationof research results. The paper concludes by presenting practical implica­tions for the restaurantindustry and indicating future research directions. Literature Review Restaurant Quality Basedonitscustomer-orientedconceptofsubjectivity, service quality is most often defined as the ability of a service to fulfil or surpass the gap (the difference) be-tweencustomers’qualityexpectationsandperceptions (Parasuraman et al., 1985). In the restaurant sector, service quality is critical because it results in the dif­ference between customers’ expectations and percep­tions of quality. Customers have a high-quality expe­rience when the perceptions exceed the expectations. Consequently, customer expectations and satisfaction andtheconceptofqualitymanagementhavebeenim­portant topics in the hospitality literature. Customers’ choices to dine at restaurants and the research in this area were usually rooted in understanding the criti­cal quality dimensions thatmotivate customer buying behaviour (Yost & Cheng, 2021). Accordingly,therewereseveraltheoreticalattempts to capture and empirically validate the critical com-ponentsofservice quality. Oneofthe most widely used concepts is the Gap model of service quality by Parasuramanetal.(1985). Thisgenericmodelpresents the theoretical basis for the implementation of service quality management in service industries. Moreover, it provides a scale for the empirical measurement of servicequalitybasedona29-item servqualinstru­mentcomposedoffiverater (Reliability,Assurance, Tangibles, Empathy, and Responsiveness) quality di­mensions. Many scholars modified the generic instrument to meet the specifics of the different service sectors. For example,Stevensetal.(1995)modifiedthe servqual instrument to meet the specifics of the restaurant in-dustryandintroducedthe dineserv scale,Raajpoot (2002)introduced tangserv,ascalemeasuringtan­gible quality elements, and Chen et al. (2015) devel­oped grserv – a tool for measuring consumer per­ceptions of service quality in green restaurants. In ad­dition, there were also alternative attempts to validate service quality empirically. For example, Bufquin et al. (2017) introduced the dinex instrument, which focuses on social dimensions of connectedness and homophily, while Kukanja et al. (2017) introduced a marketing-oriented service quality model that cap­tures the characteristics of restaurant service quality based on marketing-mix quality indicators. The generic servqual model applies a two-step (the gap) approach for measuring service quality. In contrast, all other models (e.g. servperf, tang-serv, dineserv.per)areone-dimensionalandfocus solely on the service performance evaluation after the serviceencounter.Althoughtheydonotprovideanu­mericalevaluationofdifferencesbetweenguests’qual­ity expectations and perceptions, they have proved to be reliable service quality indicators since guests eval­uateservicequalitybasedontheirqualityexpectations (Kukanja et al., 2017). Restaurant Customers’ Quality Expectations (pre-COVID-19 Research) The pre-covid-19 research projects focused on mea­suring theperceived servicequality,which,from our research perspective, disables the empirical analysis andadirectcomparisonofcustomers’qualityexpecta­tions. Nevertheless, previous research results stressed the importance of different quality dimensions that define a satisfactory dining experience. Several stud­ies (Gupta et al., 2007; Vanniarajan & Gurunathan, 2009)reportedthatfood(Product)isthecrucialqual­ity dimension affecting guests’ quality perceptions. In contrast, a large volume of studies (Mosavi & Ghaedi, 2012; Voon, 2012) described the role of People as the mostcriticalrestaurantqualitydimension.Theimpor­tanceofthetangible(visible) quality attributes(Physi-calevidence)wasalsohighlightedbymanyresearchers (Cheng et al., 2012; Ryu & Han, 2011). In their study, Kukanja et al. (2017) found that restaurant customers primarily evaluate restaurant service quality based on threemarketingdimensions(in orderof importance): People, Placement, and Product and Physical evidence. In this view, it is essential to note that research re­sults mightchangeaccordingtothe differentmethod­ologies (e.g. rater, 7p) applied to the different stud­ies. Moreover, customers with different cultural back­grounds have different quality expectations, which might also influence their quality perceptions from restaurant providers (Cha et al., 2019). Restaurant Managers’ Perceptions of Customers’ Expectations of Quality (Pre-COVID-19 Research) Managers’ realistic perceptions of guests’ quality ex­pectations present the first step in the five-step model of service quality by Parasuraman et al. (1985). More­over, restaurant managers must identify customers’ qualityexpectations,aspurchasingdecisionsaremain­ly driven by customer expectations of restaurant pro­viders (Kim et al., 2021). Despite its importance for delivering restaurant service quality, managers’ per-ceptionsofcustomers’qualityexpectationshaverarely been analysed in pre-covid studies. According to Kukanja (2017), academics have simply not consid­ered managers’ perceptions of customers’ quality ex-pectationsas a prerequisitefor providing high-quality services. Briggs et al. (2007) reported that hotel man­agers frequently misunderstand what level of service guests expect. In their study, Dedeoglu and Demirer (2015) anal­ysedperceptionsofservicequalityamongthedifferent groups of stakeholders (guests, managers, and staff). Theirfindingsshowedadiscrepancyinperceptionsof quality as employees and managers perceived service performance to be at a high level. In contrast, guests perceivedit tobe atalow level.Similarly,Kukanja (2017) analysed differences between restaurant cus­tomers and managers and found statistically signifi­cant differences in quality perceptions between both groups of respondents. Research results also revealed thatthe most critical marketingquality dimensionfor both groups of respondents was by far People. Other marketing quality dimensions were significantly less, or even not crucial, for ensuring restaurant quality. In their research, Kukanja and Planinc (2018) as­sessed the influence of restaurant managers’ qual­ity perceptions on restaurant firms’ profitability. Ac­cording to managers’ perspectives, research results revealed that only two quality dimensions are essen­tial for ensuring overall restaurant quality – empathy and assurance, and tangibles. Regarding determining restaurant firms’ financial success, the results show that the quality dimensions mentioned above have no impact on restaurants’ operational profitability. Restaurant Customers’ Buying Behaviour during COVID-19 (2020–2021 Research Findings) Asstatedabove,tothebestofourknowledge,nostud­ies have analysed customers’ and managers’ quality expectations in the post-covid-19 pandemic period. Nevertheless, several authors examined the influence of the pandemic on restaurant customers’ buying be-haviour during covid-19 (we found no studies for restaurant managers). During the pandemic, restaurant customers chan­ged their buying behaviour. According to Eftimov et al. (2020), customers started to prepare food at home, reduced their shopping frequency, searched for alter­native food supplies, and stockpiled food. Yost and Cheng (2021) state that covid-19 has left an inefface­able mark on customers’ buying behaviour by creat­inga ‘newnormal’ amongcustomers’ spendingability, movement patterns,and eating habits. In contrast,ac­cording to Pantano et al. (2021), the pandemic should not necessarily have a long-term impact on restau­rant customers’ buying behaviour. Our literature re­view found relatively few studies that analysed cus­tomers’ buying behaviour during the pandemic from thevarious(partial)perspectives. Accordingly,Table1 presentsthe relevant researchfindings. As canbe seenfrom the studiespresented above, there is no consensus about changes in customer be-haviour during the pandemic from the quality man­agement perspective. Various methodological appro­aches have been adopted in different online stud­ies. Moreover, no study applied a ‘traditional’ (e.g. Servqual), holistic, or a marketing-based approach to analysingpotentialchangesincustomerqualityexpec­tationsduringthepandemic.Moststudiesstressedthe importance of risk perceptions, imposed safety mea­sures, and motivations to dine out. Suppose changes in customer buying behaviour will have a long-term (a post-pandemic) effect on their quality expectations and demand. In that case, restaurant managers will have to readjust their perceptions of guests’ expec­tations and adapt restaurant quality and marketing-mix strategies to provide satisfactory quality offerings (Madeira et al., 2020). Specifically,fromthefuturisticandmarketing-mix perspectives, this study has two objectives. First, to investigate which marketing-quality dimensions will best explain quality expectations in the post-covid­19pandemicperiod.Secondly,toexploreifstatistically significant differences exist between restaurant man­agers’ and customers’ quality expectations. Based on theabove-presentedresearchfindings,weposeourre-search questions(rqs) as follows: rq1 Which marketing-quality dimensions best ex­plain restaurant quality in the post-covid-19 pandemic period according to restaurant man­agers’ and customers’ quality expectations? rq2 Are there are statistically significant differences between restaurant managers’ and customers’ qualityexpectationsconcerningthepost-covid­19 pandemic period? Table 1 Restaurant Quality Studies during covid-19 (2020–2021) Authors Main theme Location, sample size, Major findings and data collection Brewer and Effect of online restaurant usa; n=... (online) Menu’s visual appeal and informativeness play Sebby (....) menus on consumers’ purchase a decisive role in consumer purchase inten- intentions tions. Byrd et al. (....) Risk perceptions about food and its packaging usa; n=... (online) Consumers are less concerned about con­tracting covid-.. from food in general than restaurant food and its packaging. Dedeoglu and Motivations to visit upscale Turkey; n=... (on- Socialisation and affect regulation have a sig- Bogan (....) restaurants line) nificantpositive effect on visitintention to upscale restaurants. Dsouza and Analysis of food delivery por- Maharashtra (India); Food quality plays a vital role in customer Sharma (....) tals n=... (online) satisfaction, indirectly influencing their loyalty towards the restaurant provider. Implemented safety measures help to retain the customer base. Foroudi et al. Risk perceptions and adaptive uk; n= ... (online) Guests’ self-protective behaviour and adop- (....) belief tive belief positively influence their trust in restaurant providers. Hakim et al. Perceived risk and intentions to Brazil; n=... (online) Perceived safety and brand image are the pri- (....) visit restaurants mary factors affecting consumers’ intention to (re)visit a restaurant. Kim et al. Clean safety food message Korea; n=. (restau- Clean safety food message framing affects (....) framing rant sales data and ... customers’ purchasing behaviour. responses from diners) Luo and Xu Online restaurant reviews usa; n=....... The four most frequently mentioned restau- (....) (restaurant online re- rant features are service, food, place, and expe- views) rience. Min et al. (....) Perceived vulnerability, con­sumer co-creation behaviour, and repatronage intention usa; n=... (Qualtrics web-based survey) Perceived vulnerability to covid-.. lever­ages customers’ repatronage intention, which is affected by service fairness, trust, and co-creation behaviour in the restaurant industry. Research Method Research Process and Instrument Design Aqualitativeresearchstudy wasconductedin thefirst section to discover relevant past studies focusing on customers’ and managers’ quality expectations. From February to June 2021, studies on the aforementioned topicwereobtainedfromsignificantscholarlytourism and hospitality research databases. In the next section of the study, quality expecta­tions were examined using a modified version of a Continued on the next page marketing-based questionnaire for measuring restau­rant quality (Kukanja et al., 2017). There are 35 mar-keting-qualityindicatorsintheoriginalquestionnaire. Seven indicators were addedto the originalversion of the questionnaire (one to each marketing dimension) to address the specifics of the present crisis. The fol­lowing items were included: availability of sanitisers (Zhang et al., 2021); employment of local staff (Wang et al., 2021); use of local ingredients (Pressman et al., 2020); possibility of using information technologies Table 1 Continued from the previous page Authors Main theme Location, sample size, Major findings and data collection Pantano et al. Consumer behaviour uk, Spain, and Italy; Consumer behaviour is driven by the need of (....) n=...... (analysis of escaping from home by having a good meal tweets) (uk), drink alcohol (Spain), and travel (Italy). Sung and King Preventive behaviour and me-Taiwan; n=... partici-Guests’ risk perceptions and fear are positively (....) dia exposure pants (online) influenced by social media coverage. Tuzovic et al. (....) Wellbeing perceptions Germany; n=.. inter­views (online) Collective wellbeing comprises three domains: governmental procedures, restaurants’ offer­ings, and guests’ perceptions. Wang et al. (....) Crowdedness and in-restausafety measures rant usa and Australia; n=... usa and ... Australia (online ex­periment) usa customers are more sensitive to crowded­ness, whereas Australians are more sensitive to other safety protocols. Wei et al. Dine out intentions usa; n=... (online) Dining involvement positively affects cus- (....) tomers’ decision to dine out, and country of origin moderates the relationship between the perceived importance of preventive measures and brand trust. Yang et al. Effects of the pandemic on usa; n=..... counties An increase of .. in covid-.. cases led to a (....) stay-at-home orders (panel data) ....... decrease in daily restaurant demand. Yost and Cheng Risk perceptions and motiva-(....) tion to dine out Literature review (con­ceptual study) Restaurants that accumulated more customer trust by fostering transparency are most likely to recover from the crisis quickly. Zhong et al. Dining out behaviour (....) Korea and China; n=... participants (social media in China and offline in Korea) Subjective norms, perceived physical and psy­chological risks, enjoyment, and precautionary restaurant measures are vital factors affecting guests’ dining out behaviour. (it) (Brewer & Sebby, 2021); information about safety protocols (Tuzovic et al., 2021); food delivery or take away (Yang et al., 2020); and the possibility of using alternative means of payment (Grobys, 2021). As a re-sult,theparticipants’ expectedperformancescoresfor 42restaurantmarketing-qualityindicatorsweredeter-mined (see Table 3). As the virus presents an ongoing threat, the ex­pectedqualityperformancehasbeenpreferredinstead of the perceived (actual) one. This study’s method­ological (expected performance) concept is based on a recent study by Samanci et al. (2021), who analysed managers’ and passengers’ post-covid-19 quality ex­pectations in the airline sector. The second section of the survey included ques­tions about respondents’ demographic characteristics (age,education,gender,andincome) andtheirbuying behaviour (frequency of restaurant visits and average spendingperperson– asp).Apilotstudywith47par­ticipants (forty customers and seven managers) con­firmed that the instructions and research instrument wereunderstandableand thatthe surveytime wasad-equate. The anti-covid-19 measures implemented by the government of Slovenia were focused on assisting restaurantproviders(e.g.deferralofpaymentoftaxes, favourablenationalloans,coveringemployees’ wages) and did not directly impact restaurant customers’ buying behaviour. Namely, tourist vouchers issued to Slovenianresidentsin2020couldonlybespentonac­commodation.Accordingly,novariablesrelatedtothe influence of governmental support on restaurant cus­tomers’ buying behaviour were included in the ques­tionnaire. Data Gathering and Research Method An online survey wasdeliveredvia emails(managers) and social media and web links (customers) to avoid physicalcontact,aspreviouslydonebymanyresearch­ers (see Table 1). The focus of the research was on sit-downrestaurantswhichoffertableservice. Take-away and self-service facilities wereexcluded fromresearch since,fromthe 7p perspective,thesefacilitiesprovide alimitedmarketing-qualityexperience.Duetothena­ture of their business, the importance of some qual­ity indicators might be limited (e.g. professionalism and recommendations from service staff). In the offi­cialbusinessregister(https://www.ajpes.si/fipo),there were 8,410 businesses registered as restaurants (nace code i56). After a pre-screening process, we excluded from the sample all facilities that might not operate as sit-down restaurants. Moreover, not all restaurant firms hadpubliclyavailableemails.Therefore,togatherdata from restaurant managers, invitations to voluntar­ily participate in the study were emailed to 500 ran­domly chosen restaurant firms with published email addresses in the business register. Using a snowball sampling method via social me­dia and web links, we collected data from restaurant customers. The target population were domestic cus­tomers who dined at sit-down restaurant facilities just before the lockdown in March 2020, as Samanci et al. (2021) had previously done. In the participation-invitation letter, the research goal and instructions for both groups of respondents were thoroughly presented to minimise any potential bias in the data gathering process. As stated above, we performed a pilot study to assure maximum com­prehensibility of all research items. Respondents were asked to indicate their restaurant marketing-quality expectations (expected performance) in the post­covid-19 pandemic period on a five-point ordinal-type Likert scale ranging from 1 (not important at all) to 5 (very important). The survey captured data from March to mid-May 2021, when on-site dining with indoor seating was prohibited. We collected 89 completed questionnaires from restaurant managers (responseratewas 17.4.) and422 completed ques­tionnairesfromcustomers.Participationinthesurvey was voluntary, anonymous, and no monetary incen­tives were given. Informationaboutrespondents’characteristicswas presented using descriptive statistical analysis. efa was performed to extrapolate quality factors, and a Mann Whitney-U test was applied to investigate dif­ferencesbetweencustomers’andmanagers’qualityex­pectations.Alldatawereanalysedusingspss (version 26) software. Research Results Descriptive Statistics Findings show that the sample was predominantly (52.) composed of female managers, respondents were on average forty-four years of age, the largest proportion of managershad completedsecondaryed­ucation (40.), and that almost half of the managers (47.) also own the restaurant they manage. Accord-ingtomanagers,mostguests(32.)willspendbetween €11–20, followed by those (24.5.) spending between €6–10, and only 11.5. will spend more than €50 when visiting a restaurant in the post-covid-19 pandemic period. Most managers (52.5.) also believe that cus­tomers will visit restaurants with the same frequency asbeforethe pandemicandthat their quality expecta­tionswillnotsignificantlychangeduetothepandemic (48.). Intermsofcustomers,resultsindicatethatrespon-dents were, on average, thirty years of age, the sam­ple was predominantly composed of females (64.2.), and that the largest group of respondents had com­pleted secondary education (45.). Results indicating customers’ buying behaviour in the post-covid-19 pandemic period show that the largest group of re­spondents (36.) is planning an asp of €11–20, 26.1. of them indicated an asp of €6–10, and 2.4. of them were planning to spend over €50 when visiting a res­taurant in the post-covid-19 pandemic period. The Table 2 Characteristicsof Respondents Variables Managers Customers Years of age (average) Gender (predominant) .... Female (...) .... Female (.....) Education (majority) Secondary education Secondary education Expectations about asp: <.. (.....), ..–.. (.....), ...–.. (.....), asp: <.. (.....), ..–.. (.....), ...–.. customers’ buying ...–.. (.....), >... (.....). (...), ...–.. (.....), >... (....). behaviour in the post­covid-.. pandemic period Dining out frequency: significantly less than before the pandemic (..), less than before the pandemic (...), the same as before the pandemic (.....), Dining out frequency: few times per year (.....), few times per month (.....), few times per week (.....), daily (....), not more than before the pandemic (....), significantly planning to dine out in the first months more than before the pandemic (....). after the pandemic (.....). Table 3 Quality Expectations: Descriptive Statistics .p Indicators Managers Customers msd msd p i – Product . Selection of dishes .... .... .... .... . Size of portions .... .... .... .... . Food taste .... .... .... .... . Food appearance .... .... .... .... . Food safety perception .... .... .... .... . Use of local ingredients .... .... .... .... Average .... .... .... .... p ii – Physical evidence . Restaurant cleanliness .... .... .... .... . Presentable service staff .... .... .... .... . Sense of comfort .... .... .... .... . Sense of security .... .... .... .... . Restaurant design according to food offerings .... .... .... .... . Availability of sanitisers .... .... .... .... Average .... .... .... .... largest group of respondents is planning to dine out a few times per month (36.5.), followed by those who plan tovisit a restauranta few times per week (18.7.), while 16.3. of respondents indicated that they do not plantodineoutinthefirstmonthsafterthepandemic. Interestingly, 89. of respondents reported that the covid-19 pandemic has not significantly influenced their restaurantquality expectations. Characteristics of respondents (demographic pro- Continued on the next page fileandperceptionsofcustomers’buyingbehaviourin thepost-covid-19pandemicperiod)aresummarized in Table 2. The results presented in Table 3 indicate that all marketing-qualityindicators wereevaluatedrelatively highly for both groups of respondents. The average mean values (M) are 4.05 for managers and 3.83 for customers. Thehighest-rateddimensionforbothgro-ups was Physical evidence (m = 4.64 and m = 4.25, re­ Table 3 Continued from the previous page .p Indicators Managers Customers msd msd p iii – People . Sufficient number of service staff .... .... .... .... . Imp. of the presence of the rest. manager for quality offerings .... .... .... .... . Distracting presence of other customers .... .... .... .... . Hospitable service staff .... .... .... .... . Professionally competent service staff .... .... .... .... . Employment of local staff .... .... .... .... Average .... .... .... .... p iv – Processes . Appropriate answers from service staff . Helpfulness of service staff . Responsiveness of service staff . Restaurant opening hours . Service waiting time . Possibility of using IT Average .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... p v – Promotion . Visible marketing signs . Compliments and signs of special attention . Recommendations from service staff . Special offers and sales campaigns . Advertising activities in media . Information on safety protocols Average .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... p vi – Placement . Accessible entrance . Accessible parking area . Neat surroundings . The restaurant is worth the distance travelled . The restaurant enhances indirect distribution . Possibility of food delivery and takeaway Average .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... spectively), with restaurant cleanliness as its highest-rated quality indicator. The lowest rated expectations for managers were related to the dimension Price (m = 3.65), with alternative payment as its lowest-rated indicator. For customers, the lowest-rated indicator wasPromotion(m =3.39),withadvertisingactivitiesin media as its lowest-rated quality indicator. The mean Continued on the next page difference (md) between managers and customers is md =0.22,indicatingthatmanagershavehigherqual­ity expectationsthancustomers. Thedispersionofthe data is presented by the values of standard deviations (sd). Relatively high values of sd show that the data is widely spread around the mean values. Results presented in Table 3 provided preliminary Table 3 Continued from the previous page .p Indicators Managers Customers msd msd p vii – Price . Understandability of prices .... .... .... .... . Accurate bill .... .... .... .... . Value for money .... .... .... .... . Price competitiveness .... .... .... .... . Possibility of surcharges for extra security of services .... .... .... .... . Use of alternative means of payments (e.g. Bitcoins) .... .... .... .... Average .... .... .... .... information regarding the differences in quality ex-pectationsbetweenbothgroupsofrespondents.Toget adeeperunderstandingofthefactorstructureofqual­ity expectations and to identify marketing-quality di­mensions that best explain managers’ and customers’ quality expectations in the post-covid-19 pandemic period, in the next step, efa was performed. Exploratory Factor Analysis (EFA) The decision to use efa was based on the fact that the generic instrument has not been extensively used before and that additional research items were intro-duced.Moreover,wetestedtheinstrumentinaspecific (crisis) situation. Since the same research instrument wasusedtocollectdatafrombothsamples,wedecided to perform one efa. Theimpliedresearchfactormodelseeksthefewest factors that can accountfor the common variance of a setofindicatorsandattemptstounderstandtheshared variance through a small set of latent variables that link our indicators into a common factor. Based on thispresumption,wedecidedtousethePrincipalAxis Factoring Method (paf). Another decision for using paf isthatwecouldnotconfirmanormaldatasetdis­tribution(theKolmogorov-Smirnovtestwasused)for any of the selected indicators. Based on the values of the Kaiser-Meyer-Olkin measure of Sampling Adequacy – kmo (0.889) and the Bartlett’s Test of Sphericity (.2 = 6092.494; df = 450; p < 0.001), we estimated that all initial indicators were suitable for performing efa. After the evalua­tion of the adequacy of communalities (=0.50) (Hair et al., 2010), eleven indicators with too-low commu­nalities (i.6 use of local ingredients; iii.3 distracting presence of other customers, iii.6 employment of lo­cal staff; iv.6 possibility of using it; v.4 special of­fers and sales campaigns, v.5 advertising activities in media, v.6 information on safety protocols; vi.5 the restaurant enhances indirect distribution, vi.6 possi­bility of food delivery and take away; vii.5 possibility of surcharges for extra security of services, vii.6 use of alternative means of payment) were excluded from the analysis. Accordingly, we proceeded with 31 indicators with sufficient communalities. The values of the Bartlett’s Test (.2 =6082.476; df =465; p <0.001) and kmo (0.935) indicated satisfactory values of the dataset for inclusion in the final model. Based on a rotated fac­tor matrix solution (Maximum Likelihood extraction method and Varimax with Kaiser Normalization ro­tation method were applied), we have selected the fi­nal model with six factors and 22 indicators that ex­plain 52.58. of the total variance (see Table 4). Only factors containing three or more indicators with sat­isfactory factor loadings (=0.50) were retained in the final model. Internal consistency was verified by cal­culating Cronbach’s Alpha (a), which indicated a re-spectablelevel(a = 0.75)ofinternalconsistency(Hair et al., 2010) for all extracted factor groups. Based on the percentage of their explained vari­ances, the most significant importance in explaining quality expectations in the post-covid-19 pandemic Table 4 efa: Rotated Factor Solution Indicators pii pi pv piv pvi pvii i.. Selection of dishes ..... i.. Size of portions ..... i.. Food taste ..... ii.. Restaurant cleanliness ..... ii.. Presentable service staff ..... ii.. Sense of comfort ..... ii.. Sense of security ..... ii.. Restaurant design according to food offerings ..... ii.. Availability of sanitisers ..... iii.. Importance of the presence of the manager ..... iv.. Appropriate answers from service staff ..... iv.. Helpfulness of service staff ..... iv.. Responsiveness of service staff ..... iv.. Service waiting time ..... v.. Compliments and signs of special attention ..... v.. Recommendations from service staff ..... vi.. Accessible entrance ..... vi.. Accessible parking area ..... vi.. Neat surroundings ..... vii.. Understandability of prices ..... vii.. Accurate bill ..... vii.. Value for money ..... Variance (.) ..... ..... .... .... .... .... period have the following marketing-quality dimen­sions (in order of importance) – Physical Evidence, Product, Promotion (and importance of the presence of the manager), Processes, Placement, and Price. In termsofthedimensionPromotion, oneindicator(iii.2 importanceofthepresenceoftherestaurantmanager) wasadded tothe twoindicatorsbelonging to thedi­mension Promotion. Accordingly, we have decided to keep the initial name of the marketing dimension. Afterextrapolatingqualityfactorsthatbestpresent the marketingconstruct of quality expectations in the post-covid-19 pandemic period, we analysed poten­tial differences between the two independent samples (groups of respondents). Mann-Whitney U Test We performed a Mann-Whitney U test to investigate the differences between the two independent samples (differentgroupsofrespondents).Themainreasonfor choosingtheUtestliesintheasymmetricdistribution of the data. To perform the U test, we formulated the null (Ho: Me1 = Me2) and the alternative hypothesis (h1: Me1 = Me2) for each pair of identified variables (quality indicators). Research results revealed statisti­cally significant differences (p = 0.050) exist between guests’ and managers’ expectations at six quality di­mensions (see Table 5). Ho was rejected in favour of h1 for nineteen indicators (i.1 selection of dishes, i.2 size of portions, i.3 food taste, ii.1 restaurant cleanli- Table 5 U Test: Marketing-Quality Dimensions Item pii pi pv piv pvi pvii Mann-Whitney U test .......... .......... .......... .......... .......... .......... Wilcoxon W value .......... .......... .......... .......... .......... .......... Significance <..... <..... ..... <..... ..... <..... ness, ii.2 presentable service staff, ii.3 sense of com­fort, ii.4 sense of security, ii.5 restaurant design fol­lowing food offerings, ii.6 availability of sanitizers, iii.2 importance of the presence of restaurant man­ager, iv.1 appropriate answers from service staff, iv.2 helpfulnessofservicestaff, iv.3responsivenessofser­vice staff, iv.5 service waiting time, v.2 compliments and signs of special attention, v.3 recommendations from service staff, vi.1 accessible entrance, vi.2 ac-cessibleparkingarea,and vi.3neatsurroundings)be­longing to five quality dimensions (Physical Evidence, Promotion, Processes, Product, and Placement). At the same time, Ho was confirmed only for three indi­cators (vii.1 understandability of prices, vii.2 accu­rate bill, and vii.3 value for money), belonging to the marketing-quality dimension Price. Results indicate that no statistical differences between both groups of respondents exist only for the marketing-quality di­mension Price. Results of the U test provided the an­swer to our rq2. Discussion In reviewing the literature, we found no evidence of comparingrestaurantmanagers’ and customers’ qual­ity expectations in the post-covid-19 pandemic pe­riod. Accordingly, the purpose of this work was to (1) identify the most relevant marketing-quality di­mensions for assuring restaurant quality in the post­covid-19 pandemic period (rq1) and (2) investigate differences between managers’ and customers’ expec­tations for restaurant quality offerings in the post­covid-19 pandemic period (rq2). Intermsofdifferencesbetweenmanagersandcus­tomers, the mean comparisons indicated that man-agershavehigherquality expectationsthancustomers (md = 0.22). Interestingly, the highest-rated dimen­sion for both groups was Physical evidence, with ‘res­taurant cleanliness’ as the highest-rated indicator for both groups of respondents, indicating the impor­tanceofcleanlinessandsafetyperceptionsinthepost­covid-19 pandemic period. The lowest rated quality indicators were ‘use of alternative means of payment’ for managers and ‘advertising activities in the media’ for restaurant customers. Both indicators also prove not crucial for explaining the overall quality structure astheywereexcludedfromtheefa eliminationspro­cess. The efa structureofqualityexpectationsrevealed that the most critical marketing-quality dimensions for defining managers’ and customers’ quality expec­tations in the post-covid-19 pandemic period con­sist of 22 indicators and six marketing-quality dimen­sions, thus answering rq1. The two most important quality dimensions are Physical evidence and Prod­uct. Results indicate the importance of the tangible elements for assuring restaurant quality in the post-covid-19pandemicperiod. Tangibleswereidentified as essential elements of restaurant quality in many pre-pandemic studies (e.g. Mosavi & Ghaedi, 2012; Namkung & Jang, 2007;Shapovaletal.,2018). Inter­estingly, the marketing-quality dimension People did notprovetobe acommon latentvariable forthe over­all explanation of the quality construct in the post-covid-19pandemicperiod. However,itwasrelatively highly evaluated by both groups of respondents (see Table 3). This finding is also unexpected since the dimen­sion People proved to be essential for determining restaurant quality in all previous marketing-based quality studies (Kukanja et al., 2017) and many other rater (Servqual)-based studies (Mosavi & Ghaedi 2012; Voon, 2012). This finding must be interpreted with caution since the quality of restaurant staff is di­rectly associated with the quality assurance of other intangible and manytangible (e.g. neat surroundings) elements of restaurantquality offerings. Of seven items included in the generic research model, only one indicator, ‘availability of sanitisers,’ proved significant for assuring restaurant quality in the post-covid-19 pandemic period. This finding additionally reconfirms the importance of safety for explaining the post-pandemic quality construct. The other included indicators proved not to be important. Therefore, we might conclude that the crisis has not influenced customers’ and managers’ expectations re­lated to the employment of local staff, use of local in­gredients, possibility of using it, information about safety protocols, food delivery or take away, and the possibilityofusingalternativemeansofpayment.This is an interesting finding, as, during the pandemic, managers and customers heavily relied on it, local customers and suppliers, and the possibility of food delivery and take away (Brewer & Sebby, 2021; Press­man et al., 2020; Yang et al., 2020). Overall, we might conclude that managers and customers will still pre­fer the ‘traditional’ restaurant quality indicators, such as cleanliness, food taste, helpfulness and recommen­dations from service staff, compliments and signs of special attention, and good value for money (see Ta­ble 4). Based on research results, we found that statisti­cally significant differences exist between managers’ and customers’ quality expectations (rq2). Differ­ences were found at five quality dimensions (out of six), indicating a significant gap in quality expecta­tions between managers and customers. According to the Gap model (Parasuraman et al., 1985), differ­ences between customer expectations and manage­ment’s understanding (knowledge) of those expecta­tions present the first gap in providing offerings of satisfactory quality. This gap is also referred to as a listening or information gap rather than a knowledge gap in a digitalised big-data world where customers have free access to social network platforms (Zhang, 2019). The only quality dimension where no differences werefoundwasinthedimensionPrice,indicatingthat managersandcustomershavethesamequalityexpec­tationsconcerningtheunderstandabilityofprices,bill accuracy,andvalueformoney.Theseresultsaresome­whatunexpectedandchallengingtoexplain,primarily due to the lack of comparable (marketing-based) re-searchfindings. Forexample,Kukanja(2017)reported differences between all seven marketing-quality di­mensions. We might assume that the results of our study might be somehow related to the price elasticity of the restaurant industry during and after the pan­demic. As an economic measure of sensitivity, price elasticity results in significant demand changesdue to minorchangesinpriceorincomelevels. Foroudietal. (2021) reported that household income significantly impacted customerbuying behaviourduringthepan­demic. Similarly, Kim et al. (2021) found that customers seem to be more demanding during the crisis and consume food items that signal the best value for money.Basedonresearchresults(seeTable5),itseems that managersare aware of customers’ price sensitive­ness and will do their best to meet their customers’ price-related quality expectations in the post-covid­19 pandemic period. As managers are aware of cus­tomers’ price-related expectations, we might assume that restaurants will not raise their selling prices to compensate for the income lost during the lockdown. These findings are also supported by the same post-pandemic values of customer asp since most man­agers and customers reported expecting an asp be­tween €11–20. Altogether, from the marketing-mix perspective, the central issue of this study’s results are the iden­tified differences (quality gaps) between most of the identifiedmarketing-qualitydimensions(seeTable4), whichalsoexplainthemajorityofvarianceofthepost­covid-19 pandemic quality construct. Conclusion Thisresearchcontributestothemarketingandrestau­rant management literature by explaining the signif­icance of different marketing-quality indicators and analysingdifferences betweenmanagers’ and custom­ers’ quality expectations in the post-covid-19 pan-demicperiod.Byapplyingamarketing-basedresearch concept,wehavealsofacilitatedaninternationalbench-marking research process. However, to provide recommendations for future research, several limitations of this study must be ad-dressed.Thisstudyincludedonlydomesticcustomers. Consequently,followingstudiesshouldapplyaninter­nationalperspectiveandincludethevariouscustomer segments. Future research should also use a combi­nation of research approaches. A qualitative research approach,inparticular,couldprovideamorein-depth analysis of quality expectations. This research was conducted during a relatively short period. As this is an ongoing pandemic, future research should take a longitudinalapproachtounderstandtheimpactofthe pandemic on the restaurant industry. Moreover, data gathering that was traditionally performed in person (face to face) was collected online, which may have also influenced the quality of the research. From this point of view, we have obtained a relatively low num­berofvalidquestionnairesfrommanagers,whichdis­abled a more rigorous statistical analysis of the data. Accordingly, future studies focused on the validation of the marketing-quality scale using a confirmatory factoranalysis(cfa)arewelcomed.Respondentswere alsoaskedtoindicatetheirfuturequalityexpectations, whichmaychangeifthepandemicpersistsoveralong time. Therefore, quality expectations should be mon­itored regularly. Another recommendation for future research refers to the creation of a nomological net­work. The purpose of the nomological net is to show how the identified post-covid-19 pandemic quality construct is theoretically and empirically related to other concepts in tourism and hospitality marketing (customer satisfaction and return patronage, brand equity etc.). In terms of applicability, our findings offer di­rections for revising restaurant quality management strategies and re-modifications of marketing busi­ness models. Restaurants should promote their of­ferings following customers’ expectations to provide satisfying and enjoyable customer experiences. Man­agers should communicate what type of co-creation behaviour (e.g. wearing masks, maintaining physical distance) is required from customers to provide and maintain a safe restaurant atmosphere, as customers and managers have the highest expectations regard­ing Physical evidence. Managers should also correctly traintheirpersonnel(People) onhowto providehigh-quality restaurant offerings. Finally, we recommend that managers constantly monitor customers’ quality expectations and percep­tionsandadequatelyadjusttheirbusinessmodels.The digitalisation of the business environment has created a plethora of new opportunities and challenges. The online social network platforms present a relatively easywaytocollectpreliminaryinformationaboutcus­tomer quality expectations. From this point of view, academia and restaurant associations should also as­sisttheindustryinanalysingcustomers’qualityexpec­tations and adjusting restaurant firms’ business mod­els proactively. References Brewer,P., &Sebby,A. G. (2021).Theeffectofonlinerestau-rant menus on consumers’ purchase intentions during the covid-19 pandemic. InternationalJournal of Hospi­tality Management, 94, 102777. https://doi.org/10.1016/j .ijhm.2020.102777 Briggs,S.,Sutherland,J.,&Drummond,S.(2007).Arehotels servingquality?TourismManagement,28(4),1006–1019. Brizek,M. G., Frash, R. E.,McLeod, B. M.,&Patience, M. O. (2021). Independent restaurant operator perspec­tives in the wake of the covid-19 pandemic. Interna­tional Journal of Hospitality Management, 93, 102766. https://doi.org/10.1016/j.ijhm.2020.102766 Bufquin, D., DiPietro, R., & Partlow, C. (2017). The influ­enceofthe dinex servicequalitydimensionsoncasual­diningrestaurantcustomers’ satisfactionandbehaviour­al intentions. Journal of Foodservice Business Research, 20(5), 542–556. Byrd,K., Her, E.,Fan, A., Almanza, B.,Liu, Y., &Leitch, S. (2021).Restaurantsand covid-19:Whatareconsumers’ risk perceptions about restaurant food and itspackaging during the pandemic? International Journal of Hospital­ity Management, 94, 102821. https://doi.org/10.1016/j .ijhm.2020.102821 Cha, S.-S., Park, C., & Wang, X. (2019). A cross-national studyonrestaurantattributesbetweenKoreaandChina. InternationalJournalof Culture,TourismandHospitality Research, 13(2), 167–182. Chen, C.-T.,Cheng,C.-C.,&Hsu, F.-S. (2015). grserv scale: An effectivetool for measuring consumer percep­tionsofservicequalityingreenrestaurants.TotalQuality Management & BusinessExcellence, 26(3–4), 355–367. Cheng, C.-C., Chen, C.-T., Hsu, F.-S., & Hu, H.-Y. (2012). Enhancing service quality improvement strategies of fine-dining restaurants: New insights from integrating a two-phasedecision-makingmodelof ipgaand dema-tel analysis. International Journal of Hospitality Man­agement, 31(4), 1155–1166. Dedeoglu, B. B., & Bogan, E. (2021). The motivations of visiting upscale restaurants during the covid-19 pan­demic: The role of risk perception and trust in govern­ment. International Journal of Hospitality Management, 95, 102905. https://doi.org/10.1016/j.ijhm.2021.102905 Dedeoglu,B. B.,&Demirer,H. (2015).Differencesinservice qualityperceptions ofstakeholdersinthehotelindustry. International Journal of Contemporary Hospitality Man­agement, 27(1), 130–146. Dsouza, D., & Sharma, D. (2021). Online food delivery portals during covid-19 times: An analysis of chang­ing consumer behaviour andexpectations. International Journal of Innovation Science, 13(2), 218–232. Eftimov, T., Popovski, G.,Petkovic, M.,Seljak, B. K.,&Ko­cev, D. (2020). covid-19 pandemic changes the food consumption patterns. Trends in Food Science & Tech­nology, 104, 268–272. Foroudi, P., Tabaghdehi, S. A. H., & Marvi, R. (2021). The gloom of the covid-19 shock in the hospitality indus­try: A study of consumer risk perception and adap­tive belief in the dark cloud of a pandemic. Interna­tional Journal of Hospitality Management, 92, 102717. https://doi.org/10.1016/j.ijhm.2020.102717 Grobys,K.(2021).WhenBitcoinhastheflu:OnBitcoin’sper­formance to hedge equity risk in the early wake of the covid-19 outbreak. Applied Economics Letters, 28(10), 860–865. Gupta, S., McLaughlin, E., & Gomez, M. (2007). Guest sat­isfaction and restaurant performance. Cornell Hotel and Restaurant Administration Quarterly, 48(3), 284–298. Hair,J.F.,Black,W. C.,Babin,B.J.,&Anderson,R.E.(2010). Multivariate data analysis (7th ed.). Pearson. Hakim, M. P.,Zanetta, L.D. A., &daCunha, D. T.(2021). Should I stay, or should I go? Consumers’ perceived risk and intention to visit restaurants during the covid­19 pandemic in Brazil. Food Research International, 141, 110152. https://doi.org/10.1016/j.foodres.2021.110152 Kim, J.,Kim, J., & Wang, Y. (2021).Uncertainty risks and strategic reaction of restaurant firms amid covid-19: Evidence from China. International Journal of Hospital­ity Management, 92, 102752. https://doi.org/10.1016/j .ijhm.2020.102752 Kukanja, M. (2017). Quality measurement in restaurant in­dustry from the marketing perspective: A comparison ofguestsandmanagers’ qualityperceptions. Ekonomska misao i praksa, 1, 41–61. Kukanja, M., & Planinc, T. (2018). Influence of managers’ perceptions of quality on restaurant operational prof­itability: Evidence from Slovenian smes. Tourism: An International InterdisciplinaryJournal, 66(2), 115–120. Kukanja, M., Gomezelj Omerzel, D., & Kodric, B. (2017). Ensuring restaurant quality and guests’ loyalty: An inte­grative model based on marketing (7p) approach. Total Quality Management & Business Excellence, 28(13–14), 1509–1525. Kukanja,M.,Planinc,T.,&JereJakulin,T.(2020).Restaurant managers’ perceptions of service quality: The mediating role of restaurant size and seating capacity. International Journal for Quality Research, 14(1), 237–252. Luo,Y.,&Xu,X. (2021). Comparativestudyofdeeplearning modelsforanalysingonlinerestaurantreviewsintheera ofthe covid-19pandemic.InternationalJournalofHos­pitalityManagement,94, 102849. https://doi.org/10.1016/ j.ijhm.2020.102849 Madeira, A., Palrăo, T., & Mendes,A.S.(2020). Theimpact of pandemic crisis on the restaurant business. Sustain­ability, 13(1), 40. https://doi.org/10.3390/su13010040 Min, J.,Yang, K.,&Kim, J. (2021). The role of perceived vulnerabilityinrestaurantcustomers’co-creationbehav­iorandrepatronageintentionduringthe covid-19pan­demic. Journal of Vacation Marketing, 28(1), 38–51. Mosavi,S. A.,&Ghaedi,M. (2012). Asurveyontherelation-ship between trust, customer loyalty, commitment and repurchase intention. African Journal of Business Man-agement,6(36), 10089–10098. Namkung,Y.,&Jang,S.(2007).Doesfoodqualityreallymat­ter in restaurants? Journal of Hospitality & Tourism Re­search, 31(3), 387–409. Pantano,E.,Priporas,C.-V.,Devereux,L.,&Pizzi,G. (2021). Tweets to escape: Intercultural differences in consumer expectations and risk behavior during the covid-19 lockdown in three European countries. Journal of Busi­ness Research, 130, 59–69. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. Pressman,P., Naidu, A. S., & Clemens,R. (2020). covid-19 and food safety risk management and future considera­tions. Nutrition Today, 55(3), 125–128. Raajpoot,N.A. (2002). tangserv: A multiple-item scale for measuring tangible quality in the foodservice indus­try. Journal of Foodservice Business Research, 5(2), 109– 127. Ryu, K., & Han, H. (2011). New or repeat customers: How doesthephysicalenvironmentinfluencetheirrestaurant experience? InternationalJournal of HospitalityManage­ment, 30(3), 599–611. Samanci, S., Didem Atalay, K., & Bahar Isin, F. (2021). Fo­cusing on the big picture while observing the concerns of both managers and passengers in the post-covid era. JournalofAirTransportManagement,90,101970.https:// doi.org/10.1016/j.jairtraman.2020.101970 Shapoval,V.,Murphy,K.S.,&Severt,D.(2018).Doesservice quality really matter at green restaurants for Millennial consumers? The moderating effects of gender between loyalty and satisfaction. Journal of Foodservice Business Research, 21(6), 591–609. Stevens, P.,Knutson,B., & Patton, M. (1995). Dineserv: A tool for measuring service quality in restaurants. The Cornell Hotel and Restaurant Administration Quarterly, 36(2), 5–60. Sung,Y.K., &King, B. (2021). Restaurantpreventive be­haviors and the role of media during a pandemic. Inter­national Journal of Hospitality Management, 95, 102906. https://doi.org/10.1016/j.ijhm.2021.102906 Tuzovic, S.,Kabadayi, S.,&Paluch,S. (2021). To dine or not to dine? Collective wellbeing in hospitality in the covid-19 era. International Journal of Hospitality Man­agement, 95, 102892. https://doi.org/10.1016/j.ijhm.2021 .102892 Vanniarajan,T.,&Gurunathan,P.(2009).Evaluationoflink-age between service quality, customer satisfaction and repurchase intentions: An application of sem. Asia Pa­cific Business Review, 5(4), 108–118. Voon,B.H.(2012). Role of serviceenvironment forrestau-rants: The youth customers’ perspective. Procedia – So­cial and Behavioral Sciences, 38, 388–395. https://doi.org /10.1016/j.sbspro.2012.03.361 Wang, D., Yao, J.,&Martin,B.A.S. (2021). Theeffects of crowdedness and safety measures on restaurant pa­tronage choices and perceptions in the covid-19 pan­demic. International Journal of Hospitality Management, 95, 102910. https://doi.org/10.1016/j.ijhm.2021.102910 Wei,C. V.,Chen,H.,&Lee,Y. M. (2021).Factorsinfluencing customers’ dine out intention during covid-19 reopen-ingperiod:Themoderatingroleofcountry-of-origin ef-fect.InternationalJournalofHospitalityManagement,95, 102894. https://doi.org/10.1016/j.ijhm.2021.102894 Yang, Y., Liu, H.,&Chen,X. (2020). covid-19and restau­rant demand: Early effects of the pandemic and stay-at-home orders. International Journal of Contemporary Hospitality Management, 32(12), 3809–3834. Yost, E., & Cheng, Y. (2021). Customers’ risk perception and dine-out motivation during a pandemic: Insight for the restaurant industry. International Journal of Hospitality Management, 95, 102889. https://doi.org/10.1016/j.ijhm .2021.102889 Zhang, J. (2019). Listening to the consumer: Exploring re­viewtopicsonAirbnbandtheirimpactonlistingperfor­mance. Journal of Marketing Theory and Practice, 27(4), 371–389. Zhang, C., Jiang,J., Jin, H.,&Chen,T.(2021). Theim-pact of covid-19 on consumers’ psychological behav­ior based on data mining for online user comments in the catering industry in China. International Journal of Environmental Research and Public Health, 18(8), 4178. https://doi.org/10.3390/ijerph18084178 Zhong,Y.,Oh,S.,&Moon,H. C.(2021). Whatcandrivecon­sumers’ dining-out behavior in China and Korea dur­ing the covid-19 pandemic? Sustainability, 13(4), 1724. https://doi.org/10.3390/su13041724 Understanding Dissatis.ed Customers’ Expectations of Spa Service Quality Aswin Sangpikul Dhurakij Pundit University, Thailand aswin.sal@dpu.ac.th Moststudiesexaminingcustomers’expectationsofspaservicequalityareconducted through quantitative approaches, which have certain limitations for deeper under­standingofwhatcustomersactuallyexpectandperceivefromthedeliveredservices, particularlytheunpleasantexperiences.Thisresearch,therefore,hasanobjectiveto analyze customers’ expectations and perceptions of spa service quality from online reviewsinregard tospasin Bangkok by focusing on dissatisfied customers. Using anintegratedmethod, theliteraturehasbeen synthesizedto form aframework with eight service dimensions to examine customers’ expectations of spa service quality. Contentanalysisanddescriptivestatisticsareemployedtoanalysethedata. Accord­ing to the findings, customers make complaints when the quality of service is lower thantheir expectations. Spas in Bangkok seem to have problems with service deliv­ery in all service dimensions, particularly reliability, empathy and courtesy dimen­sions. In addition, the study has integrated eight service dimensions into three im­portantconstructs: service process, physical elements, and service outcomes. Over­all, this study has advanced and contributed to the existing literature by employing eight service dimensions to more deeply understand dissatisfied customers’ expec­tations of spa service quality, and also conceptualizes them into three meaningful constructs. Importantly,thepeopleelementandtechnology-basedservicescanhelp to generate service innovation for the spa industry. Keywords: spa, service quality, online complaints, negative reviews, Bangkok, TripAdvisor https://doi.org/10.26493/2335-4194.15.265-279 Introduction Typically,customerscompareperceptionswithexpec­tationswhenevaluatingacompany’sservice (Parasur­amanet al., 1985). Understanding customers’ expecta­tions and perceptions is an important issue for a ser­vice provider because it is prerequisite for providing superior services (Parasuraman et al., 1991). In addi­tion, examining this topic will help a service provider to understand its service performance from customer perspectives (Lo et al., 2015; Sangpikul, 2019). The spa industry is one of the leisure sectors and service-oriented businesses which mainly relies on the deliv­ery of high service quality to provide customers with personalizedservices(Loetal.,2015;Sangpikul,2022). Spa customersgenerallyjudge the quality of delivered services through their expectations and perceptions. If the delivered service is higher than expectations, customers are likely to feel satisfied; in contrast, if the delivered service is below their expectations, this may result in service dissatisfaction (Parasuraman et al., 1988). To further understand customers’ expectations and perceptions in the spa industry, there are three important issues established as the background of the research problems. First,thereareseveralstudiesexaminingcustomers’ expectations and perceptions in the spa industry in various settings such as hotel/resort spas (Albayrak et al., 2017;Gonzalez & FraizBrea, 2005;Lo etal.,2015; Tsai et al., 2012), health spas (Alen et al., 2006; Loke et al., 2018; Snoj & Mumei, 2002; Bakirtzoglou et al., 2018), and day spas (Chieochankitkan & Sukpatch, 2014; Sangpikul, 2019; Sulaiman et al., 2020). How­ever,thereviewofliteratureindicatesthatmoststudies are conducted through quantitative approaches based on numeric findings. Quantitative studies generally reveal the relationships of the variables being exam­ined with numeric interpretation(e.g. Snoj & Mumei, 2002;Chieochankitkan&Sukpatch,2014;Sulaimanet al., 2020). Despite their advantages, the quantitative approaches still have some limitations in further un­derstanding another side of service quality raised by dissatisfied customers regarding their unpleasant ex­periences or unmet services (Memarzadeh & Chang, 2015; Sangpikul, 2021). Customers who face unpleas­ant experiences are crucial for spa service providers because they are telling something about the deliv­ered services which do not meet their expectations, causing customer dissatisfaction, service complaints, and negative word-of-mouth (Memarzadeh & Chang, 2015; Sangpikul, 2022). However, there are a few stud­ies for further understanding another perspective of spa service quality from dissatisfied customers in the spa industry. Second, given the availability of online informa­tion, understanding customers’ expectations of spa service quality should not be limited to quantitative studies.Researchindicatesthatonlineinformationhas been widely regarded as another useful approach to better understanddifferentphenomena which cannot be obtained by quantitative approaches (Memarzadeh &Chang,2015;Sangpikul,2021).Inthisregard,under­standing dissatisfied customers’ expectations of spa service quality through online reviews is worthy of furtherinvestigationbecauseitmayhelptoobtainim­portantinformationfromcustomers,leadingtobetter service improvement and innovation. Unfortunately, therearelimitedattemptstoimplementthecontextual approach to understand dissatisfied customers in the spa industry. Third,paststudiesfindthatmanynegativereviews are sometimes unclear or even unfair for a service firm because of emotive or subjective characteristics of the review content (Memarzadeh & Chang, 2015; Sangpikul, 2021). The literature also indicates that a number of customers make their service evaluations based on personal emotions or feelings rather than the facts of the services (Lo et al., 2015; Sangpikul, 2022). In the spa setting, the non-factual judgments may make it difficult for service providers to identify the actual causes of customers’ dissatisfaction and for subsequent service improvement. Therefore, examin­ing thefactual andnon-factual opinions canassistspa managers to appropriatelyidentifythe causes of ser­vice problems and to enhance service improvements (Sangpikul, 2021). However, most studies tend to ig­nore or fail to further analyse customers’ online com­plaints based on factual and non-factual judgments. Given the above issues, this study is important be­cause there is limited research to implement a con­textual method to examine the actual expectations and perceptions of spa service quality of dissatisfied customers in the spa industry. Also, there is still in­adequate literature to understand the characteristics of customers’ online complaints based on factual and non-factual judgments in order to distinguish them for appropriate service improvement. To fulfil the re­search gaps, this study has the following objectives: (1) to analyze customer expectations and perceptions of spa service quality from negative reviews, (2) to classify negative reviews into factual and non-factual judgments, and (3) to identify the meaningful con-structsforspaservicequality.Thefindingsofthestudy are expected to assist spa managers to better under­stand customers’ expectations and perceptions in the spa industry (particularly the dissatisfied customers), andalsohelpthemtobettercorrect theservice mis-takesforfutureserviceimprovement.Inaddition,this study will advance the literatureby analysing the neg­ative reviews based on the synthesis of service quality literatureinthespaindustry.Thisqualitativeapproach is expected to supplement the quantitative studies to yield a better understanding of dissatisfied customers’ expectationsof spa service quality, and will also theo­retically contribute to the spa literature. Table 1 Past Studies Examining Spa Service Quality in Different Contexts Studies Alen et al. (....); Bakirtzoglou et al. (....); Lo et al. (....); Loke et al. Reliability, responsiveness, employing (....); Snoj and Mumel (....); Sangpikul (...., ....); Sulaiman et al. empathy, assurance, tangibles servqual (....); Vryoni et al. (....) (servqual) Studies Albayrak et al. (....) Tangibility, competence & courtesy, credibility & safety employing Choi et al. (....) Spa facility, spa programme, staff, uniqueness modified Clemes et al. (....) Interpersonal quality, environ. quality, admin. quality, technical quality models LagrosenandLagrosen(....) Skillsandknowledge,tangibles,process,outcome Tsai et al. (....) Environment, service experience, aug. service quality, value, reliability Literature Review Spa Business and Service Quality Spa originally referred to health through water, and nowadays it generally refers to water-based services that offer health-related services such as body mas­sages, facial/skin treatments, and additional services such as saunas and exercise courses (Hashemi et al., 2015; Lo et al., 2015; Sangpikul, 2022). Today, there are 7majortypesofspas,namely,theresortandhotelspas, club spas, day spas, mineral spring spas, medical spas, cruise ship spas, and destination spas (International Spa Association, 2012 as cited in Sangpikul, 2022). In general, spa establishments provide customers withawiderangeofpersonalservicesinacalm,beau­tiful and relaxing atmosphere (Day Spa Association, 2008). Spa experiences, through a wide range of ser­vices (e.g. body massages, skin treatments, or other health-related services) not only provide customers with physical improvements, but also promote psy­chologicalwell-beinglikerestandrelaxationorstress-relief activities (Sundbo & Darmer, 2008). Spas are related to wellness tourism because they may be a part of tourists’ leisure activities which help to pro­mote their physical and mental well-being (Dimon, 2013). For example, tourists may spend their free time on spa services in order to enhance their well-being, such as body massages, skin treatments, and physi­cal fitness. Customers usually judge the quality of spa servicesthroughtheassessmentofhowwellthedeliv­eredservicesmeetorcorrespondtotheirexpectations. In order to deliver the expected services, spa service providers need to rely on service quality (Lo et al., 2015; Sangpikul, 2019). Service quality generally refers to an evaluation of how well a delivered service meets customer ex­pectations (Parasuraman et al., 1988). Understand­ing service quality can assist spa managers in deliver­ing superior services to meet customer expectations, contributing to customersatisfaction,word-of-mouth communication, and loyalty (Memarzadeh & Chang, 2015;Loet al., 2015).One of thewell-known instru­ments to access service quality is servqual, iden­tified by Parasuraman et al. (1988). It is a global in­strument aimed to access consumer expectations and perceptions of service performance based on 5 di­mensions: (1) reliability, (2) empathy, (3) assurance, (4) responsiveness, and (5) tangibles. During the past decade,therehavebeenseveralstudiesexaminingspa service quality based on various models which will be reviewed in the next section. Studies about Spa Service Quality In ordertobetterunderstandcustomerexpectations onspaservicequality, Table1summarizespaststudies from various settings. According to the literature re­view, related studies can be classified into two groups which are: (1) studies employing servqual and (2) studies employing modified models. For the studies employing servqual, Alen et al. (2006), for example, examined customers’ gaps be­tween expectations and perceptions of Spanish spa establishments. They found that there were no sig­nificant differences between customer expectations and perceptions of the service quality delivered by spa establishments. Out of 22 attributes, there were 6 attributes rated higher than customer expectations: Table 2 The Synthesisof Service Dimensions from Past Studies Studies ReliabilityResponseEmpathyAssuranceTangiblesCourtesy Com.Outcome Bakirtzoglou et al. (....); Lo et al. (....); Loke et al. (....); Snoj and Mumel • • • • • – – – (....); Sangpikul (....,....); Sulaimanet al. (....); Vryoni et al. (....) Albayraketal. (....) • – – • • • – – Choietal. (....) • • – – • • – – Clemesetal. (....) • • – – • • • – Lagrosen and Lagrosen (....) • – – – • – – • Tsaietal. (....) • • • • • – • – natural surroundings, reputation, decoration, well lo-catedestablishment,quietplace, andfriendlyemploy­ees. Likewise, Chieochankitkan and Sukpatch (2014) examined spa service quality in Thailand, and found thatthelevelofactualserviceperformancewashigher than customers expected. All gaps between customer expectations and perceptions of spa service quality in all dimensions (reliability, responsiveness, assur­ance, empathy, and tangibles) were found to be pos­itive, implying customer satisfaction. Bakirtzoglou et al. (2018) used the servqual framework to examine whichservicedimensionswereimportanttocustomer satisfaction from hotel spa managers’ perspectives in Greece. Through factor analysis, the study identified thethreemostimportantdimensions:responsiveness, reliability, and tangibles. In regard to the studies employing modified/ex­tended models, Tsai et al. (2012), for example, iden­tified the five service dimensions related to male con­sumers’ perceived performance of Hong Kong Hotel spas, namely: environment, service experience, aug­mented service quality, value, and reliability. The en­vironment dimension was found to be the important factor that significantly influenced respondents’ satis­factions with hotel spa services. A study by Lagrosen and Lagrosen (2016) examined customer perceptions of quality in hotel spas by identifying four specific di­mensions: smoothness, pleasure, physical effects, and mental effects. The study indicated that smoothness andpleasureweretheprocessdimensionsbyconcern­ing customer experience during the consumption of the service while physical and mental effects were the outcome dimension by concerning customer experi­ence after the service. Although there are several studies examining cus­tomer expectations and/or perceptions of spa ser­vice quality in various settings, they are conducted through quantitative approaches with certain limita­tions. The quantitative studies generally rely on the relationships between the variables being examined and the numeric findings. They still lack opportuni­ties to further understand customers from different perspectives, particularly the dissatisfied customers. What makes customers feel dissatisfied with the ser­vices may not be similar to the findings identified by the quantitative studies. Importantly, dissatisfied cus­tomers have freedom to share the information about their unmet services, helping spa managers to obtain wider feedback in regard to their service weaknesses (Barlow & Moller, 2008; Sangpikul, 2022). As such, examining the feedback from dissatisfied customers may provide important implications for the spa in­dustry. Unfortunately, there is a scarcity of literature to further investigate this important issue in the spa industry. Framework to Understand Customers’ Expectations of Spa Service Quality As there are two groups of studies examining cus­tomers’ expectations and/or perceptions of spa ser­vice quality, it is better to combine or synthesize them to obtain a thorough understanding about spa ser­vice quality in the settingofdissatisfiedcustomers be­cause they may share a wide range of service quality issues from their actual experiences. Table 2 presents thesynthesisofrelatedliteraturefromvarioussettings to obtain relevant service dimensions for the current study. Theservicedimensionsbeingemployedineach studyareseparatelyanalysed,andfinallytheyarecom­bined to be the frameworkfor thisstudy. Through the analysis of literature, only 8 suitable dimensions are identified to examine customers’ expectations of spa servicequality,namely,reliability,responsiveness,em­pathy, assurance, tangibles, courtesy, communication, and outcome. Methodology This study aims to examine the negative reviews re­garding spa service providers in Bangkok. Most re-viewsarepostedonlinefromforeigncustomers(main­ly international tourists) who had spa service experi­ences in Bangkok. After the spa services, they might wish to write something about their unpleasant ex­periences through travel review websites, and this is worthy of further investigation to better understand service problems. There are 4 steps for the research methodologyadaptedfrompaststudies(Memarzadeh & Chang, 2015; Sangpikul, 2019): (1) identifying spa service providers, (2) selecting a travel review web­site, (3) setting the criteria for data collection, and (4) conducting data analysis. Firstly,spaserviceproviderswereidentified.Bang­kokwasselectedasanareaofinvestigationbecauseitis the most important tourist city in Thailand. A source of information about spa service providers is avail-ablethroughtheMinistryofPublicHealthwhich isin charge of promoting wellness businesses in Thailand. According to the Ministry of Public Health (2020), there were 102 registeredday spas in Bangkok. Secondly,TripAdvisor wasselected asa source for data analysis because it is an important and use­ful travel website providing a number of reviews re­garding hospitality and tourism products (Au et al., 2014; Memarzadeh & Chang, 2015). Related studies employed TripAdvisor as their source of secondary data to examine service quality in service industries including spa business (Memarzadeh & Chang, 2015; Sangpikul, 2019; Sparks & Browning, 2010). Thirdly,thecriteriatoselectthereviewswereadap-ted from previous work (e.g. Au et al., 2014; Memar­zadeh & Chang, 2015; Sangpikul, 2019; Zheng et al., 2009) as follows: 1. Namesofspaswerefound through TripAdvi-sor.com. 2. Spaswith3ormorereviewswereincludedinthe data analysis. 3. Online reviews in the English language were se­lected, and they were collected from ‘poor to ter­rible’ scales. 4. The reviews were carefully examined by focus­ing on spa service quality; non-relevant contents were excluded from the analysis. 5. Data were covered for a one-year period. At thetime of datacollectionin August2021,there were 102 registered day spas in Bangkok. However, only 94 spas met the study’s criteria, and there were 312 negative reviews with 845 scripts relevant to spa service quality. Finally, content analysis was used to analyse the dataasitisappropriateforasystematiccodingandcat­egorizing method used for analysing textual informa­tion to determine patterns of words, phrases and the structures of communication (Mayring, 2000; Stem-ler, 2001). In particular, this method can help the re­searcher to analyse specific observations and to iden­tifymeaningfulthemesinrelationtospaservice qual­ity (Braun & Clarke, 2006; Sangpikul, 2022). Data were analysed based on the related litera­ture. For example, data coding was undertaken by hand to categorize the online reviews by focusing on words,phrases,andsentences(Memarzadeh&Chang, 2015). Data were carefully examined to ensure va­lidity and consistency in measurement (Lombard et al., 2002). Data were analysed and coded by the re­searcher through a pilot test with approximately 30 reviews. TripAdvisor was used as the source of data. During the coding process,codeswere set for the pat- ternsor themesofthe messages (Sparks & Browning, 2010), and later they were categorized into appropri- Table 3 The Analysisof Customers’ Expectations and Perceptions from Negative Reviews Dimensions .. Reliability ... (...) Examples of negative reviews ‘The massage skill is really very disappointed, very lousy skill which unexpected’ ‘So disappointed on the masseuse skill, compared to outside massage’ ‘The workspedicurewas meant tobeadeluxe pedicure whichin­cludes: cleanse, trim, deep moisturize, color, exfoliate & massage reflexology points. What we got was bits of some and no reflexology massage’ ‘Our treatment ended .. minutes earlier. Didn’t feel like a relaxing massage cause it was rushed throughout’ ‘My masseuse spent most of the . hour .. minutes (when it should’ve been . hours, I checked the clock in the room)’ Expectations Skilful/exp­erienced thera­pists Provisions of standard ser­vices Delivery of promised ser­vices Perceptions Receiving the services from unskilled or unprofessional therapists Receiving ser­vices below the standard Receiving un-promised ser­vices .. Empathy ... (...) .. Courtesy ... (...) .. Respon­siveness .. (..) ‘Of the three areas I asked the therapist to focus on, she did one and forgot the other two’ ‘I ordered a Royal Thai massage very strong but it was more a very soft given by a sweet, very inexperienced masseuse’ ‘Beforethe massage, youwillbegiven a form tofill to statethe areas to be focused, unfortunately the massage staff does not really under­stand and they do not focus where it should be’ ‘At the desk, there is no traditional Thai welcome or smile, it feels more like a business transaction’ ‘Everyonewas very inconsiderateand actedlikethey did not even want the business’ ‘Receptionist is not friendly, no smile’ ‘Our booking was .... p.m. We reach the spa at .... p.m. and brought to a room around ....pm. The masseurs only come in at ....pm’ ‘It was confusing for me since the spa itself seems very upscale and would have trained their staff in providing proper customer service in which one is trying to help the customer make the best decision. We didn’t book anything and left in search of somewhere else’ Understanding of customer needs/requests Offering per­sonalized ser­vices Friendly/cour­teous staff Welcoming reception Provision of prompt services Willingness to help customers Ignorance of customer re­quests Ignorance of de­livering person­alized services Meeting un­friendly or uncourteous employees Delayed services Unhelpful em­ployees ate themes and dimensions. For example, a statement such as ‘So disappointed on the masseuse skill, com­pared to outside massage’ was classified into the re­liability dimension, whereas a statement like ‘Of the three areas I asked the therapist to focus on, she did one and forgot the other two’ was categorized into the empathy dimension. The coding scheme and review categorieswerecarefullyre-checkedandrefinedbythe researcher to ensure the categorization process (Au et al., 2014; Sangpikul, 2022). Descriptive statistics were employed to describe the data in terms of frequencies and percentage. Continued on the next page Findings and Discussions General Information of Spa Reviews Based on 312 negative reviews about spas in Bangkok, 36. were posted by Asian tourists, 32. by European, 14.bytouristsfromotherregions(e.g.NorthAmerica and Australia), and 18. did not provide any informa­tion. Analysing Customers’ Expectations and Perceptions from Negative Reviews Table 3 analyses customers’ expectations and percep­tions of spa service quality from negative reviews. Table 3 Continued from the previous page Dimensions Examples of negative reviews Expectations Perceptions .. Service ‘Other scrubs were too rough, left scars on my legs even after a week. Favourable Unfavourable outcomes So the scrub didn’t make my skin smooth at all’ physical/mental physical or .. (..) ‘Most of the staffs did not know what they are doing. I don’t feel any outcomes mental out- better after their massage’ comes ‘I just feel painful during the massage’ .. Tangibles ‘My husband and I had to join . other females and males in the same .. (..) room with no form of partitions between us. So you can imagine how tensed one will be. What a disturbing experience’ ‘It was also peculiar that our masseuses would talk/laugh to each other during the massage so it wasn’t as quiet/relaxing as I would have liked it to be’ ‘I had a severe problem with the air-con, it was so loud that no relax­ ing atmosphere was possible. The masseuse stopped three times and tried to fix it but without success’ ‘The room temperature was unacceptable, it was too warm’ Service privacy Good mainte­nance of facili­ties Pleasant/relaxing atmosphere Customer secu­rity Lack of cus­tomer privacy Noise distur­bance Poor maint. of facilities Less pleasant atmosphere Cust. belong­ings security .. Assurance .. (..) ‘The water in the foot bath was very dirty’ ‘Not sure if it is sanitized properly. No hand gel for customers. Masseuse has no proper masks. They wear cloth mask that doesn’t protect customers’ ‘I had face and head massages. When her fingers touched my face I realized they were smelling of onions and garlic’ ‘The aroma smell is artificial and cheap quality’ Cleanlinessof venue/facilities Hygiene of staff and equipment Quality of prod­ucts Uncleanliness of facilities Less hygienic practices Low quality product .. Communi­cation .. (..) ‘I had a very bad experience massage experience here. The herbal compress was very hot which hurts me. I’ve told her I don’t like it and stop it. But she said she don’t understand and keep doing’ ‘I understand the language barrier, but instead of telling me what she wants metodo, shewould pull my leg orbodynot so gently when she needs to position it’ ‘The service was poor because the therapist was unable to speak En­glish, so a bit communication breakdown’ Communicating with customers during service delivery Basic English communication Poor commu­nication with customers Poor English communication Notes N =845. Based on the findings, it is suggested that customers hadvariousexpectationsofspaservicequality.Among 8 dimensions,reliability, empathy,andresponsiveness received more reviews than any other dimensions. This suggests that customers had high expectations of these attributes (e.g. skilful therapists, understand­ing customer needs, and provision of prompt ser­vices). But when the performance of these attributes was below their expectations, this resulted in ser­vicedissatisfactionandnegativereviews. Thefindings are similar to past studies indicating that customers generally expect all service components from service providers,includingpre-services,duringservices,and post-services (Chieochankitkan & Sukpatch, 2014; Sangpikul,2019). Inparticular,theyhadhighexpecta­tions of certain dimensions like reliability and empa­thy because they expected to receive professional and personalized services from spa service providers (Lo et al., 2015; Sangpikul, 2019). This finding may help to extend spa service literature as most past studies gen­erallygivetheresultsofcustomers’expectationsbased on 5 dimensions of servqual. However, this study hasdisclosed that customersmay have a wide range of service expectations including 8 different service dimensions. This finding may provide an implication for spa managersto better understand various aspects of customers’ expectationsof spaservice quality. With theadvantagesofcontextualanalysis,thefindingshelp to better understand what customers actually expect and perceive through their written messages when compared to the quantitative studies. In addition to the 5 original dimensions, spa managers now may need to understand additional service dimensions, namely, employee courtesy, communication, and ser­vice outcomes. These findings suggest that customers expect and perceive all dimensions during spa service delivery. In addition, this study has given another impor­tant finding regarding service outcomes. The service outcomes here refer to what customers feel after the completionofspaservices(e.g.skinbeauty,musclere­lieforrelaxation).Basedonthefindings,customersre-viewed the service outcomes (either physical or men­tal) which did not meet their expectations. This sug­gests that, in addition to customer-employee interac­tion, customers had expectations of the end results of spaservices.Thefindinghelpstoidentifyanexistence ofserviceoutcomesasexpectedbyspacustomers.The findingregardingspaserviceoutcomeshasrarelybeen discussedandexaminedinpast studies(e.g.Gonzalez &Fraiz Brea, 2005;Lokeetal.,2018). This may be a drawback of the quantitative studies which fail to ob-tainanothersideof serviceinformationfromdissatis­fied customers when compared to a contextual analy­sis. Thecurrentstudyhasidentifiedanothernewfind­ing regardingspa service outcomes through a contex­tual method, thereby extending the spa service litera­ture. This provides evidence and implications for spa managerstofullyunderstandthatcustomersexpectto experience service outcomes from spa services either physically and/or mentally. It is a responsibility of the spa manager to train their employees to provide cus­tomers with personalized services and expected ser­vice outcomes. Classifying Negative Reviews into Factual and Non-Factual Judgments Table4classifiesthe negative reviewsintofactual and non-factual judgments based on a service qual­ityframework.The studyhas foundthat all negative reviews regarding spa service quality can be classi­fied into two categories: factual and non-factual judg­ments. According to the findings, approximately 58. of the negative reviews (n = 488) fall into non-factual judgments (emotional judgments) while 42. are in the objective category or factual judgments (n =357). A factual judgment is, for example, ‘Of the three areas I asked the therapist to focus on, she did one and for­got the other two,’ whereas, a non-factual judgment is astatement like ‘The massage skill is really very dis­appointed, very lousy skill which unexpected [sic].’ The findings are consistent with the literature, indi­cating that most service evaluations generally rely on customers’ subjectiveopinions(emotions)ratherthan their objective judgments (Memarzadeh & Chang, 2015; Sangpikul, 2022). This finding may help to extend the online com­plaint literature as most past studies fail to examine this special characteristic of e-complaints (electronic complaints),andlittleisknownaboutfactualandnon-factual judgments in regard to spa service quality. In particular, the quantitative studies cannot reveal such findings due to the limitations of numeric interpreta­tion. Based on the current finding, it helps to extend theservice literaturein thatonline complaintsmay be classifiedintofactualandnon-factualjudgments.This also gives an implication for spa managers. For exam­ple, the factual judgments are likely to help spa man­agers to identify the causes of customer dissatisfac­tion more easily than the non-factual judgments due to the facts of the services (not customers’ emotions). Now spa managers can distinguish between the fac­tual and non-factual judgments when exploring cus­tomers’negativereviews,whichalsohelpsthemtopri­oritize service corrections accordingly. Identifying the Service Construct for Spa Service Quality Asthereare8differentservicedimensionsbeingiden­tifiedfrom Tables 3 and4, it is better tocombine them to thoroughly understand the service constructs for future implementations or conceptualization regard-ingspaservicequality. BasedonTable5,somedimen­sionsaresimilartoeachotherastheyarerelatedtoser­ Table 4 Classifying Negative Reviews into Factual and Non-Factual Judgments Dimensions Examples of factual judgments (n =...) Examplesofnon-factualjudgments(n =...) .. Reliability n =... ... (...) ‘My masseuse spent most of the . hour .. min­utes (when it should’ve been . hours, I checked the clock in the room)’ ... (...) ‘The massage skill is really very disappointed, very lousy skill which unexpected’ .. Empathy n =... .. (...) ‘Of the three areas I asked the therapist to focus on, shedid oneand forgot the other two’ .. (...) ‘I ordered a Royal Thai massage very strong but it was more a very soft given by a sweet, very inexpe­rienced masseuse’ .. Courtesy .. (...) .. (...) n =... ‘At the desk, there is no traditional Thai welcome or ‘Everyone was very inconsiderate and acted like smile, it feels more like a business transaction’ they did not even want the business’ .. Respon- .. (...) .. (...) siveness ‘Our booking was .... p.m. We reach the spa at ‘It was confusing for me since the spa itself seems n =.. .... p.m. and brought to a room around ....pm. very upscale and would have trained their staff in The masseurs only come in at ....pm’ providing proper customer service in which one is trying to help the customer make the best decision’ .. Outcomes n =.. .. (...) ‘Other scrubs were too rough, left scars on my legs even after a week. So the scrub didn’t make my skin smooth at all’ .. (...) ‘Most of the staffs did not know what they are do­ing. I don’t feel any better after their massage’ .. Tangibles n =.. .. (...) ‘There were no lockers, personsame room, be careful’ .. (...) al belongings were in ‘The room temperature was unacceptable, it was too warm’ .. Assurance n =.. . (...) ‘Room was dirty, I killed . cockgrey and overused’ .. (...) roaches. Towels are ‘The aroma smell is artificial and cheap quality’ .. Communi- . (...) .. (...) cation ‘I had a very bad experience massage experience ‘She’s unable to speak English, so a bit communica- n =.. here. The herbal compress was very hot which hurts tion breakdown’ me. I’ve told her I don’t like it and stop it. But she said she don’t understand and keep doing’ Notes N =845. viceprocessoremployee-customerinteraction(i.e.re­liability,responsiveness,empathy)whiletheothersare notdirectlyrelatedtotheserviceprocess,forexample, tangibles, physical assurance, and service outcomes. According to Table 5, the first construct relating to theserviceprocessincludesreliability,responsiveness, empathy, courtesy, and communication. The reason to group these dimensions together is because they mainly involve employee-customer interaction. The literature supports this argument as most servqual dimensions focus on the process of the services be­cause they occur during service interaction between employees and customers (Alen et al., 2006; Ekinci, 2002). The findings from Table 5 can also explain this argumentbecausecustomersmentionedthesedimen­sionswhentheyinteractedwithspaemployees.Inthis regard,theyareappropriatelygroupedtogetherunder the construct of service process. Incontrast,tangiblesidentifiedinthecurrentfind­ings mainly involve the physical elements (e.g. atmo- Table 5 The Analysisand Identification of Service Construct/Framework of Spa Service Quality Examples of reviews Expectations Service dim. Construct ‘I feel the therapist is less experienced in the massage. She used her hands veryhard onmylegs, very painful’ ‘My masseuse spent most of the . hour .. minutes (when it should’ve been . hours, I checked the clock in the room)’ Skilful/experienced therapists Delivery of promised services Reliability Service process ‘Our booking was .... p.m. We reach the spa at .... p.m. and brought to a room around ....pm. The masseurs only come in at ....pm’ ‘I felt that spa manager looked unwilling to help me with my change of booking’ Provision of prompt services Helpful staff Respon­siveness Service process ‘Of the three areas I asked the therapist to focus on, she did one and forgot the other two’ ‘I ordered a Royal Thai massage very strong but it was more a very soft given by a sweet, very inexperienced masseuse’ Understanding customer needs Delivery of person-alised services Empathy Service process ‘At the desk, there is no traditional Thai welcome or smile, it feels more like a business transaction’ ‘Staff are not friendly at all, no one told us where to go after payment. When you ask them, they were not helpful or friendly especially the front desk’ Friendly/courteous staff Courtesy Service process ‘I understand the language barrier, but instead of telling me what she wants metodo, shewould pull my leg orbodynot so gently when she needs to position it’ ‘The service was poor because the therapist was unable to speak English, so a bit communication breakdown’ Communicating with customers Communi­cation Service process ‘The room temperature was unacceptable, it was too warm’ ‘There were no lockers, personal belongings were in same room, be careful’ Pleasant/relaxing atmosphere Security of bel. Tangibles Physical elements ‘Thewaterinthefootbathwasverydirty’ Cleanlinessofvenue Physical Physical ‘Room was dirty, I killed . cockroaches. Towels are grey and overused’ and facilities assurance elements ‘Other scrubs were too rough, left scars on my legs even after a week. So Physical/mental Service Service the scrub didn’t make my skin smooth at all’ outcomes outcomes outcomes ‘The place was very loud so I couldn’t exactly relax’ sphere, availability of facilities) rather than the ser­vice process. They are better grouped separately as ‘tangibles’ or ‘physical’ elements. Past studies in ho­tel studies also separate tangibles as an individual di­mension, not being combined in the service process (Alexandrisetal., 2006;Wu & Ko,2013). Inrelation toassurance,thisdimensionis alittle complicatedbe-cause its meaning is broad and has not been well de­fined. ‘Assurance’ has been criticized in the literature as it seems to be unclearly perceived by many cus­tomers (Olorunniwo et al., 2003). Likewise, in a spa setting, assurance could be interpreted differently by customers and spa practitioners. Consequently, the current study defines assurance in terms of physical assurance which refers to the basic services helping to create customers’ trust and confidence when us­ing core products. Physical assurance items are, for example, venue cleanliness, equipment hygiene, and customer privacy and security. Physical assurance as identified in this study is supported by past studies (Lo et al., 2015; Sangpikul, 2019) as they measured spa assurance in terms of venue cleanliness and customer privacy and security. For service outcomes, this attribute is mainly con­cerned with what customers feel after the completion of spa services either physically and/or mentally. Peo­plegotospasfor specificorpersonalpurposes; they certainly expect to receive the spa service outcomes thattheywish. Thecurrentfindingssupportthisargu­ment well because customers wrote negative reviews whentheir expectationsof service outcomes wereun-met.Thismaysignificantlyaffectthebusinessasmany customers indicated that they would neither recom­mend nor re-patronize the services. There is still lim­ited literature to investigate this important attribute, andtoexamine it in relation to spaservice quality (Lagrosen & Lagrosen, 2016). Therefore, service out­comes arean importantresultobtained by the present study, andshouldbe regardedasa majorconstructfor spa service quality due to the empirical evidence. Overall, this study has identified the new findings (new knowledge) regarding the construct or frame­work of spa service quality through the contextual method. The construct of spa service quality consists of 3 primary components which are: service process, physical elements, and service outcomes. This find­ing extends the existing literature. Past studies gener­ally examine spa service quality based on the estab­lished frameworks by containing 3–6 service dimen­sions (based on Table 2). There is a lack of research to identify and conceptualize the overall construct or frameworkofspaservicequality. Thisfindingnotonly contributes to the service literature but also gives im­portantimplicationsforspamanagersandemployees. The new findings suggest that when customers judge the quality of spa services, they are likely to evaluate these 3 components through their expectations and perceptions. The findingsmayhelp spa managersand employees more deeply understand what customers expectandperceiveduringspaservices,andmayhelp them to do their best to respond to customers’ needs and expectations. Implications Theoretical Implications Firstly, the current study helps to better understand customers’ expectations and perceptions of spa ser­vice quality through dissatisfied customers, and goes beyond the servqual model. Most studies employ servqual toassessspaservicequalityinvariousset-tings; however, servqual has been criticized for its weakness in being fully applicable toa specific service industry,includingthespaindustry.Inparticular,sev­eralscholars(e.g.Akbaba,2006;Ekinci,2002)criticize that servqual focuseson the processofservice de­livery, not the service outcomes. This may be because servqual’s conceptualization was originally devel­oped from finance and banking businesses, not the leisure sector. The service industries being examined byParasuramanetal.(1988)didnotconcentrateonthe serviceoutcomesduetothedifferentnatureofservice characteristics.However,spaservicesaredistinctfrom other service industries as people go to spas for spe­cific purposes,andcertainlyexpecttoreceivephysical and/ormentaloutcomes. Giventhefindingsofservice outcomes, the present study, therefore,overcomes the weaknesses of servqual and goes beyond it by pro­vidingempiricalevidenceregardingcustomers’expec­tationsofspaserviceoutcomes.Followingtheexisting literature(Table1),thereisstillascarcityofresearchto fullyunderstandserviceoutcomesinthespaindustry. Withtheadvantagesofcontextualanalysis,thecurrent study has identified the existence of service outcome, and its construct, helping to extend the service litera­ture in the spa industry. Secondly,thecurrentstudyhasconceptualizedspa service quality by proposing 3 important constructs: service process, physical elements and service out­comes. Among the 3 constructs, it is shown that most servqual dimensionsarecombinedintotheservice process construct while physical assurance and tangi­bles are combined in the physical construct, followed by the service outcome construct. This conceptual­ization suggests that servqual is not adequately or fully applicable for assessing and understanding cus­tomers’expectationsofspaservicequality,particularly the service outcomes. Thirdly, the 8 dimensions being examined in the current study can make further contributions to the quantitative studies. It is suggested that all dimen­sions can be implemented in the quantitative studies tobetterunderstandtherelationshipsbetweenservice quality perceptions and customer satisfactions and loyalty. Many studies often employ 5 dimensions of servqual (reliability, responsiveness, empathy, as­surance, and tangibles)to examine the impacts of ser­vice quality on customer satisfaction and behaviour intentions (e.g. Lo et al., 2015; Vryoni et al., 2017). Thereisstilllimitedknowledgeregardingunderstand­ing how other service dimensions identified from the current study (i.e. courtesy, communication and ser­vice outcomes) impact those dependent variables. Fourthly, the construct of service outcomes can helptoadvancetheexistingliterature,particularlythe quantitative studies. This is because service outcomes are a special variable as it may be added to or mod­ified to be an independent or even dependent vari­able. Past studies indicate the impacts of service out­comes on customer satisfaction and loyalty in other serviceindustriessuchasbanksandhospitals(Choi& Kim, 2013;Hsieh & Hiang,2004). Unfortunately, this important variable, like the service outcomes, is still under-researched in the spa sector. This may provide an important clue for future spa studies. Finally, the current study supports Parasuramanet al.’s (1985) conceptualization in that customers judge a firm’s service through their expectations and percep­tions based on an expectancy-disconfirmation para­digm. This is true in a wellness tourism sector such as the spa industry, based on the current findings. Past studies often criticize the gaps model of servqual (performance-expectationgaps) by arguing that there is little evidence that customers assess service qual­ity based on performance-expectation gaps (Akbaba, 2006; Olorunniwo et al., 2003). However, the present studyhassharedthecontextualfindingsthatmost spa customers had expectations when using spa services in various dimensions. When the delivered services didnotmeetcustomers’ expectations,theywerelikely to be dissatisfied and wrote negative reviews. This suggests that spa customers make service evaluations based on their expectations and perceptions as postu­lated by Parasuraman et al. (1985). The evidence from this study confirms the expectancy-disconfirmation paradigm in the wellnesstourism. Managerial Implications Firstly, service process: there are 5 dimensions involv­ing the service process (i.e. courtesy, responsiveness, reliability, empathy, communication). These dimen­sions may help spa managers and employees to bet­ter understand what elements customers expect for theserviceprocess(peopleperformance),andtotrain their employees appropriately. For example, the cour­tesy element: when customers arrive at the spa venue, they expect to meet courteous and friendly employ­ees, including receptionists and therapists. Spa em­ployees should be well trained to provide customers with a warm welcome and friendly atmosphere dur­ing the whole process. In regard to responsiveness, many customers talked about the delay of services in their reviews; this suggests that customers are re­ally concerned about the provision of prompt services when they arrive, and also expect to receive such ser­vices, beginning from receptionists to spa therapists. For reliability, customers not only expect professional services from skilful therapists, but also expect the promised services to start and finish on time (e.g. 1­hour service, not 50-minute service). Research shows that reliability (skills of therapists) is one of the most important factors contributing to customer satisfac­tion (Lo et al., 2015; Sangpikul, 2021). Spa managers should focuson thiselement by recruitingskilled and experiencedtherapiststoprovidecustomerswithpro­fessionalservices(Chieochankitkan&Sukpatch,2014; Lo et al., 2015). A regular or intensive training pro-gramme for lessskilled or new therapistsis also sug­gested to enhance their skills (Sangpikul, 2019). As for empathy, spa therapists should keep in mind that different customers have different personal needs due to their health-related problems or personal prefer­ences. They should be trained to deliver the person­alized services that meet customer expectations. Re­garding communication, spa employees are expected tocommunicatewith locals andforeigncustomersre­garding various issues, for example, explaining spa programmes, answering customers’ questions, and communicatingwithcustomersduringtheservicesor even listening to customers’ personal requests. They should be well trained to have good communication with customers. For communication in English, em­ployees with poor English communication may affect service performance and customers’ expectations of service delivery, causing customer dissatisfaction. It is important for spa managers to recruit spa employ­ees with proper qualifications and a good knowledge of English in order to communicate with foreign cus­tomers and deliver the services as customers expect (Sangpikul, 2019). Secondly,physicalelements:therearesub-categori­es under this issue, for example, atmosphere, equip-ment/facilities, and physical assurance. In addition to the service process, customers also expect physi­cal elements from spa establishments,particularly the maintenance of equipment/facilities and physical as­surance (e.g. cleanliness, customer privacy). As most physical elements are not directly relevant to service process, they are generally the responsibility of the management team or even spa owners (buying high-techequipment).Itissuggestedthatspamanagersand supervisors should regularly attend to all tangible re­latedissuestoensurethattheseattributescomplement well the consumption of core products. Thirdly, service outcomes: customers go to spas for specific purposes, and certainly expect to receive either physical and/or mental outcomes, for example, skin beauty, muscle relief, stress relief, and relaxation. Based on the findings, there are several causes of cus­tomer dissatisfaction that can be related to spa ser­vice outcomes, for instance, inexperienced therapists, ignorance of customer requests/needs, or employee etiquette (noise disturbance). Spa managers should realize these causes and attempt to obtain customer feedback about their perceptions of spa service out­comes to improve the services to meet customer ex-pectations.Variousapproachescanbeimplementedto obtain such information, for example, surveys, opin­ion boxes, interviews or online reviews. Customers receiving the favourable service outcomes they expect are likely to re-patronizethe business. Fourthly, examining the factual and non-factual judgments from online reviews can help spa man­agers to better understand the nature of service feed­back given by dissatisfied customers regarding their unpleasant experiences or unmet service. Spa man­agers can now distinguish the characteristics of emo-tionaljudgmentsfromfactualfeedback,andcanprior­itize actions for service recovery,particularly the ones given by the fact-based evidence (Sangpikul, 2021). Finally, to stay competitive and be a leading spa establishment in the market, in-depth understand­ing ofcertainservice dimensionsandtechnologymay help to generate service innovation in the spa indus­try. For example, physical elements such as high-tech equipment may provide service innovation by giving better/superior services. Further, training a profes­sional therapist (reliability dimension) by using high-tech equipment or facilities (physical elements) helps to generate service innovation in the spa industry (a combination of human and technology services), thereby giving competitive advantages. In addition, thehigh-techequipment(physicalelements)mayhelp to enhance customers’ physical outcomes such asskin beauty treatments. Limitations This study explored only registered day spas in Bang-kok,whichincludedalltypesofday spassuchashotel spas, luxurious spas, and ordinary spas. Customers’ expectations and perceptions of spa service quality may be different based on spa categories, and may affect customer reviews. Future research may inves­tigate similar spa establishments as well as increase the number of samples and locations of investigation to providemoreaccurateinformation andtocross-validate what this study has found. In addition, the secondary data collected from online sources should be conducted with caution because some information may not be fully accurate or credible because anyone can write the reviews or post incorrect or fake infor-mation(Sparks&Browning,2010;Zhengetal.,2009). It is suggested to consider guidelines from past stud­ies, and collect many reviews from different/various sources (e.g. service providers, websites, destinations) to help to enhancethe credibility of the studies (Sang­pikul, 2021; Sparks & Browning, 2010). References Akbaba, A. (2006). Measuring service quality in the hotel industry: A study in a business hotel in Turkey. Interna­ tionalJournalofHospitalityManagement,25(2),170–192. Albayrak, T., Caber, M., & Oz, E. K. (2017). Assessing recre­ ational activities’ service quality in hotels: An examina­ tionof animationandspa& wellnessservices. Journal of QualityAssuranceinHospitalityandTourism,18(2),218– 234. Alen,M.E.,Fraiz,J.A.,&Rufin,R.(2006).Analysisofhealth spa customers’ expectations and perceptions: The case of Spanish establishments. Polytechnical Studies Review, 3(5/6), 245–262. Alexandris, K., Kouthouris, C., & Meligdis, A. (2006). In-creasingcustomers’ loyaltyinaskiingresort:Thecontri­bution of place attachment and service quality. Interna­tional Journal ofContemporaryHospitalityManagement, 18(5), 414–425. Au,N.,Buhalis,D.,&Law,R.(2014).Onlinecomplainingbe­haviorinmainlandChinahotels:TheperceptionofChi­nese and non-Chinese customers. International Journal of Hospitality & Tourism Administration, 15(3), 248–274. Bakirtzoglou, P., Vryoni, S., & Ioannou, P. (2018). Hotel spa managers’ perceptions of service quality in Greece. Ser­bian Journal of Management, 13(2), 323–334. Barlow, J., & Moller, C. (2008). Acomplaint is a gift: Re­covering customer loyalty when things go wrong. Berrett-Koehler Publishers. Braun, V.,& Clarke,V.(2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77– 101. Chieochankitkan, A., & Sukpatch,K.(2014). Customers’ perception of service quality for spa establishments in the active beach tourism cluster, Thailand. Silpakorn University Journal of Social Sciences, Humanities, and Arts, 14(3), 53–75. Choi,B.J.,&Kim,H. S.(2013).Theimpactofoutcomequal­ity, interaction quality, and peer-to-peer quality on cus­tomersatisfactionwith ahospitalservice. ManagingSer-vice Quality: An International Journal, 23(3), 188–204. Choi,Y., Kim, J.,Lee, C., &Hickerson,B. (2015). Therole offunctionalandwellnessvalue invisitors’ evaluation of spaexperiences.AsiaPacificJournalofTourismResearch, 20(3), 263–279. Clemes,M. D.,Dean,D.,&Thitiya,T. (2020).Modellingthe behaviouralintentionsofdayspacustomers. AsiaPacific Journal of Marketing, 32(8), 1699–1716. Day Spa Association. (2008). Spa definition and guidelines. Spa Management, 18(2), 14–14. Dimon, A. (2013, October 24). Wellness travel: 10 trends for 2014 and beyond. Travel Market Report. https://www .travelmarketreport.com/articles/Wellness-Travel-10 -Trends-for-2014-and-Beyond Ekinci, Y. (2002). A review of theoretical debates on the measurement of service quality. Journal of Hospitality &Tourism Research,26(3), 199–216. Gonzalez, M.E., &Fraiz Brea,J.A.(2005). An investiga­tion of the relationship among service quality, customer satisfactionand behavioral intentions in Spanish Health Spas. Journal of Hospitality & Leisure Marketing, 13(2), 67–90. Hashemi,S.,Jusoh,J.,Kiumarsi,J.,&Mohammadi,S. (2015). Influence factors of spa and wellness tourism on revisit intention: The mediating role of international tourist motivation and tourist satisfaction. International Jour­nal Research-Granthaalayah, 3(7), 1–11. Hsieh, Y., & Hiang, S. (2004). A study of the impact of ser­vicequalityonrelationshipqualityinsearch-experience-credence services. Total Quality Management, 15(1), 43– 58. InternationalSpaAssociation. (2012). us spaindustrystudy. Lagrosen,Y.,&Lagrosen,S.(2016).Customerperceptionsof quality: A study in the spa industry. European Business Review, 28(6), 657–675. Lo,A., Wu,C.,&Tsai,H. (2015).Theimpactofservice qual­ity on positive consumption emotion in resort and hotel spaexperiences.JournalofHospitalityMarketing&Man­agement,24(2), 155–179. Loke,Z.,Kovacs,E.,&Bacsi,Z.(2018).Assessmentofservice qualityandconsumersatisfactioninHungarianspa.The Central European Journal of Regional Development and Tourism, 10(2), 124–146. Lombard, M.,Snyder-Duch,J., &Bracken, C.(2002). Con­tent analysis in mass communication: Assessment and reporting of intercoder reliability. Human Communica­tion Research, 28(4), 587–604. Mayring, P. (2000). Qualitativecontentanalysis:Qualitative social research. Forum Qualitative Sozialforschung, 1(2), 20. http://www.qualitative-research.net/index.php/fqs /article/view/1089/2385 Memarzadeh, F., & Chang, H. J. (2015). Online consumer complaints about Southeast Asian luxury hotels. Journal of Hospitality Marketing & Management, 24(1), 76–98. Ministry of Public Health. (2020). List of spa establishments in Bangkok. Non-Thaburi. Olorunniwo, F., Hsu, M. K.,& Udo, G. J. (2003).Opera­tionalizing the service quality construct. Services Mar­keting Quarterly,24(4), 57–76. Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Understanding customer expectations of service. Sloan Management Review, 32(3), 39–48. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implemen­tations for future research. Journal of Marketing, 49(4), 41–50. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). servqual: A multiple-item scale for measuring con­sumer perceptions of service Quality. Journal of Retail­ing, 64(1), 12–40. Sangpikul,A.(2019).Theanalysisofcustomers’e-complaints and service quality at spa services in Thailand. e-Review of Tourism Research, 6(6), 45–62. Sangpikul, A. (2021). Examining subjective and objective e-complaints and service quality in Bangkok hotels. Tourism and Hospitality Management, 27(2), 429–448. Sangpikul, A. (2022). Understanding subjective and ob­jective assessments of service quality through spa cus­tomers’ e-complaints in Bangkok. Journal of Quality As­surance in Hospitality and Tourism, 23(3), 569–596. Snoj,B.,&Mumel,D.(2002).Themeasurementofperceived differencesin services quality: The case of healthspasin Slovenia. Journal of Vacation Marketing, 8(4), 362–379. Sparks,B.,&Browning,V. (2010).Complainingincyberspa­ce: The motives and forms of hotel guests’ complaints online. Journal of Hospitality Marketing & Management, 19(7), 797–818. Stemler,S.(2001).Anoverviewof contentanalysis.Practical Assessment, Research & Evaluation, 7(17), 137–146. Sulaiman,S.,Asri,M.,Atirah,D.A.,Azmi,A.,&Khamis,M., & Fazllina, N. (2020). Customer satisfaction and service quality of spa in Penang. esteem Journal of Social Sci­ences and Humanities, 4(1), 115–124. Sundbo, J., & Darmer, P. (2008). Creating experience in the experience economy. Edward Elgar Publishing. Tsai,H.,Suh,E.,& Fong, C.(2012). Understandingmaleho-tel spa-goers in Hong Kong. Journal of Hospitality Mar­keting & Management, 21(3), 247–269. Vryoni,S.,Bakirtzoglou,P.,&Ioannou,P.(2017).Customers’ satisfactionandservice quality ofspaCentersinGreece. Acta Kinesiologica, 11(1), 12–18. Wu,H. C.,&Ko,Y. J. (2013).Assessmentofservicequalityin the hotel industry. Journal of Quality Assurance in Hos­pitality & Tourism, 14(3), 218–244. Zheng,T.,Youn,H.,&Kincaid,C.(2009).Ananalysisofcus­tomers’ e-complaints for luxury resort properties. Jour­nal of Hospitality Marketing & Management, 18(7), 718– 729. Motivi popotnic za samostojna potovanja Rrezarta Ejupi in Zorana Medaric Segment samostojnih popotnic z leti narašca in postaja vse pomembnejši segment turizma.Koženskepotujejosame,želijoveckotlepotovatiizenegakrajavdrugega. Pogostoišcejosamostojnost,osebnostnorast,noveizkušnje,pustolovšcine,povezo­vanjez drugimiin pobeg od rutine. Namenprispevka je skvantitativniminkvalita­tivnim raziskovanjemraziskatiglavne motive zasamostojnopotovanjemedsloven­skimi samostojnimi popotnicami. Na podlagi pregleda literature smo motive raz­delilipo trehrazlicnih dimenzijah: napsihološke, kulturne in osebne. Ugotavljamo, da so vse tri skupine motivov pomembne, vendar slovenske samostojne popotnice pripisujejonajvecjipomenpsihološkemumotivu,torejsamostojnopotovanjevidijo predvsem kot cas za izpolnitev lastnih potreb in želja, pridobivanje samozavesti in samostojnosti oziroma umik iz vsakdanjega življenja. Kljucne besede: samostojne popotnice, motivi, samostojno popotništvo Academica Turistica, 15(2), 177–185 Razumevanje odgovornosti z vidika turista: hotelski kontekst Petra Zabukovec Baruca, Zlatko Jancic in Aleksandra Brezovec Razumevanjeodgovornegavedenjaturistovjekljucnegapomenazaturisticneponu­dnike, tako z vidika pricakovanih gospodarskih kot okoljskih koristi. Kljub desetle­tjemakademskegainprakticnegapreucevanjaodgovornostivodnosudonaravnega in družbenega okolja še vedno ni jasno, kdo je odgovoren za izboljšanje razmer v smislutrajnostnegarazvoja.Tozahtevaglobljerazumevanjekonceptaodgovornosti posameznika,ki ima vedenjsko,eticno in odzivno podlago, kar obravnavamov tem prispevku. V hotelskem kontekstu raziskujemo koncept individualne odgovornosti vvlogisposobnostiturista,kizozavešcanjeminssprememboravnanjalahkovpliva naizboljšanjestanjaokolja. Napodlagipredstavljenihrelevantnihteorijsmoindivi­dualno odgovornost opredelili kot konstrukt, razdeljen na štiri razsežnosti: osebno odgovornost z vidika etike in morale, ozavešcanje in znanje, preference in odgo­vorno vedenje. Pomembne rezultate o odgovornosti turistov smo pridobili s faktor­sko analizo in z metodo hierarhicnega združevanja v skupine ter identificirali tri razlicne tipe turistov. Oznacili smo jih kot aktivno odgovorne, pragmaticno odgo­vorne in neodgovorne turiste. Ugotovljene razlike med identificiranimi tipi turistov omogocajo boljše razumevanje njihovih motivov in pricakovanj ter boljšo zasnovo trajnostnih praks s strani turisticnih ponudnikov. Kljucne besede: individualna odgovornost, vedneje turistov, trajnostni turizem Academica Turistica, 15(2), 187–202 Raziskovanje potovalnega vedenja po pandemiji covida-19: na poti k odgovornejšemu turizmu Rehab El Gamil Pandemija covida-19 je prizadela gospodarstvo po vsem svetu, še posebej pa poto­valni in turisticni sektor. Zagotovo pa bo vplivala tudi na podobe destinacij in po­tovalnovedenjevprihodnosti. Namen pricujoce študijeje raziskatimorebitnespre­membevpotovalnemvedenjuturistovpopandemijicovida-19.Želelismougotoviti, vkolikšnimeribitespremembelahkoprivedledoodgovornegaturizmapoobdobju pandemije. Primarni podatki so bili zbrani na vzorcu 400 anketirancev s spletnim vprašalnikom in opravljena je bila eksploratorna faktorska analiza. Rezultati so po­kazali,dabopopandemijicovida-19 prišlodovecspremembvpotovalnemvedenju ljudi, ki naj bi pospešile prehod na odgovornejša potovanja. T.i. odgovorne potnike po pandemiji covida-19 bodo dolocali trije glavni dejavniki: potovalne preference, skrb za zdravje in higieno ter izbira destinacij. Ugotovili smo, da je odgovorni po­tnik po covidu-19 oseba, katere potovalno vedenje,preferencein izbire bi zmanjšali tveganjezaširjenjepandemijepred,medinpopotovanju.Izsledkištudijenakazujejo nujnostsodelovanjamedvsemideležnikivturizmu,kotso dmo,ponudnikistoritev in zdravstveniorgani v turisticnih destinacijah. Kljucne besede: pandemija covida-19, potovalno vedenje,preference,odgovorni potnik, eksploratorna faktorska analiza Academica Turistica, 15(2), 203–216 Preference turistov glede izbire destinacije: združena analiza na podlagi izbire (CBC) Meltem Altinay Özdemir Študijajezuporabonaizbirizasnovaneanalizesestavljenihucinkovraziskalaprefe­renceturških turistovgledeizbire destinacije. V model jebilo vkljucenihpetatribu­tov (tip destinacije, razdalja, dolžina bivanja, sezona in vrednost za denar). Podatki so bilipridobljeniz eksperimentalnimvprašalnikomna namenskemvzorcuturških turistov v Istanbulu med aprilom in majem 2019. Vprašalnik je vkljuceval šestnajst profilov destinacij, izdelanih z ortogonalnim eksperimentalnim dizajnom. Potniki so vrednotili kartice/profile od najbolj do najmanj primernega. Podatke smo anali­ziralisprogramom spss Conjoint. Ugotovilismo,dajetipdestinacijenajpomemb­nejšiatribut,kimusledijodolžinabivanja,sezona,razdaljainvrednostzadenar.Re­zultati t-testa in statisticne metode anova so pokazali, da se preference potnikov razlikujejo tudi glede na njihove socialno-demografske znacilnosti. Študija ponuja alternativnipristopkraziskovanjudejavnikovizboradestinacijezeksperimentalnim pristopom. Poleg tega ponuja prakticne predloge za potovalne agencije, ki želijo ra­zumeti preference turških potnikov. Kljucne besede: izbira destinacije,preference,turisticno vedenje,potovalna motivacija, eksperimentalni dizajn Academica Turistica, 15(2), 217–231 Opisna analiza nedavnega napredka .lmskega turizma: identi.kacija prednosti, vrzeli in priložnosti Sara Nunes, Alejandro del Moral Agúndez, Julia Fragoso da Fonseca, Samiha Chemli in Kang Jin Seo Filmski turizem je v akademskih raziskavah novejša tema, ki se preucuje šele od 90. let, zlasti v zda in Združenem kraljestvu, sledile pa so jima Avstralija, Azija in Evropa.SsvojoširitvijovAzijojetopostalasvetovnatema.Nazacetkusobileglavne raziskaveusmerjenevutemeljitevpomenapreucevanjatematikeinosredotocanjena mocfilmskein tv-produkcijeprimotiviranjuturisticnegapovpraševanja,sledilapa je teoreticna in metodološka izboljšava, usmerjenav vplive, razvoj in tržne pobude. Trenutno študije temeljijo na meddisciplinarnem pristopu in komodificiranju lo-kacije ter kulture. Dandanes se na to temo osredotocajo številne študije, pricujoci prispevekpajenamenjen analizi novih dosežkovnatem podrocju v zadnjih osmih letih. Našaraziskavaproucujenjihoveprednosti,potencial,vrzeliinpriložnosti. Kot rezultat lahko potrdimo prednosti, povezane z raziskavami, ki se osredotocajo na vplive filmskega turizmanadestinacije, filmskiturizem kotmotivator za namero obiskaprekpredstavljenihpodobterturisticnemarketinškeaktivnostiinpobude,ki temeljijonafilmskiin tv-produkciji.Vrzeliinpriložnostisopovezanesturisticnimi izkušnjami in z avtenticnostjo, s slavnimi osebnostmi, trajnostnim nacrtovanjem, z meddisciplinarnimi študijami, s perspektivami prebivalcev, z odgovori potrošnikov na umestitev blagovne znamke, vlogo vlad v smislu strategij in politik, s pomenom socialnih omrežijvpraksi,zatojetrebarazvitivectovrstnihštudijpovsemsvetu,ne le na podlagi zahodnih primerov. Kljucne besede: filmski turizem, turizem, film in mediji, televizija, turisticne destinacije Academica Turistica, 15(2), 233–247 Primerjava 7p med pricakovanji kakovosti menedžerjev restavracij in strank po pandemiji covida-19 Marko Kukanja Raziskava preucuje razlike v pricakovanjih menedžerjev in gostov glede kakovosti ponudbe v prehrambnih gostinskih obratih (pgo) v obdobju po pandemiji covida­ 19. Namen raziskave je preuciti, katere trženjske dimenzije kakovosti (7p) najbolje pojasnjujejo pricakovanja glede kakovosti ponudbe po krizi, ter ugotoviti, ali obsta­jajo razlike med pricakovanji menedžerjev in gostov. S pomocjo spletnega vprašal­nika smo pridobili 422 veljavnih vprašalnikov s strani gostov ter 89 veljavnih vpra­šalnikov s strani menedžerjev pgo. Vprašalnik je vkljuceval 42 spremenljivk, ki jih vsebinsko lahko razdelimo v sedem trženjskih dimenzij kakovosti. Rezultati eks­plorativne faktorske analize kažejo, da šest trženjskih dimenzij kakovosti najbolje pojasnjuje pricakovanja gostov in menedžerjev glede kakovosti pgo v obdobju po pandemiji covida-19 (glede na pomembnost): to so fizicni dokazi, proizvod, pro-mocija, procesi, lokacija in cena. Rezultati prav tako razkrivajo precejšnjo vrzel v pricakovanjih menedžerjevin gostov glede kakovosti ponudbe, saj je cena edinadi­menzija, pri kateri ni bilo ugotovljenih razlik v pricakovanjih. Pricujoca raziskava z razlago pomena razlicnih trženjskih dimenzij kakovosti v obdobju po pandemiji covida-19 pomembno prispeva k literaturi s podrocja menedžmenta kakovosti. Z uporabo raziskovalne metodologije, temeljece na konceptu trženjskega spleta, smo prav tako olajšali izvedbo nadaljnjih primerjalnih analiz med razlicnimi ponudniki in gospodarskimi dejavnostmi. Kljucne besede: covid-19, menedžerji, gostim prehrambni gostinski obrati, kakovost, trženje Academica Turistica, 15(2), 249–264 Razumevanje pricakovanj nezadovoljnih strank glede kakovosti zdraviliških storitev Aswin Sangpikul Vecinaštudij,kipreucujejopricakovanjastrankgledekakovostizdraviliškihstoritev, uporablja kvantitativne pristope, ki imajo dolocene omejitve, da bi bolje razumeli, kaj stranke dejansko pricakujejo in kako zaznajo opravljene storitve, zlasti nepri­jetne izkušnje. Cilj te raziskave je torej analizirati pricakovanja in zaznave strank o kakovosti zdraviliških storitev na podlagi spletnih ocen zdravilišc v Bangkoku z osredotocanjemna nezadovoljnestranke. Z uporabointegriranemetode jebilalite­ratura združena tako, da ustvarja okvir z osmimi dimenzijami storitev za preucitev pricakovanj strank glede kakovosti zdraviliških storitev. Za analizo podatkov upo­rabljamo analizo vsebine in deskriptivno statistiko. Glede na ugotovitve se stranke pritožujejo, ko je kakovost storitev nižja od njihovih pricakovanj. Zdi se, da imajo zdravilišca v Bangkoku težave z zagotavljanjem storitev v vseh njihovih razsežno­stih, zlasti v dimenzijah zanesljivosti, empatije in vljudnosti. Poleg tega je študija integriralaosem dimenzijstoritevv tripomembne sestave:storitveniproces,fizicne elemente in rezultate storitev. Na splošno pricujoca raziskava prispeva k obstojeci literaturi z uporabo osmih dimenzij storitev za temeljito razumevanje pricakovanj nezadovoljnihstrankokakovostizdraviliškihstoritevinjihtudikonceptualiziralav trismiselnesestave.Cloveškielemntinstoritve,kitemeljijonatehnologiji,pomagajo ustvarjatiinovativne storitve za zdraviliško industrijo. Kljucne besede: zdravilišce, kakovost storitev, spletne pritožbe, negativne ocene, Bangkok, TripAdvisor Academica Turistica, 15(2), 265–279 Instructions for Authors on a separate page should be returned to the Editorial Board. Aim and Scope of the Journal Academica Turistica –Tourismand Innovation Journal (at-tij) isa peer-reviewedjournal that provides a fo­rum for the dissemination of knowledge on tourism and innovation from a social sciences perspective. It especially welcomes contributions focusing on inno­vation in tourism and adaptation of innovations from other fields in tourism settings. The journal welcomes both theoretical and appli­cativecontributionsandencouragesauthorstouseva­rious quantitative and qualitative research methodo­logies. Besides research articles, the journal also pu­blishes review articles, commentaries, reviews of bo­oks and conference reports. Purely descriptive manu­scripts whichdonot contribute tothedevelopmentof knowledge are not consideredsuitable. General Guidelines and Policy of the Journal Manuscripts are accepted in both American and Bri­tish English; however,consistency throughout the pa­per is expected. All manuscripts are subject to an ini­tial editorial screening for adherence to the journal style, for anonymity, and for correct use of English. As a result of this your paper will be either accepted for further consideration or returned for revision. To avoid unnecessary errors you are strongly advised to have your manuscript proofread. Manuscripts should be organized in the following order:title,abstract,keywords,main text, acknowled­gements, references,and appendixes (as appropriate). Reviewing. Each manuscript, meeting the technical standardsandfalling within the aims andscope of the journal, will be subject to double-blind review by two reviewers. Authors can propose up to two reviewers forrevisionoftheirworkandalsoup totworeviewers they wouldliketoavoid. TherefereesarechosenbytheEditorialBoard.As­sessments by the referees will be presented anonymo­usly to the authorand, in the case of substantial reser­vations,thearticle,withthe listof correctionsneeded, will be returned to the author for correction. The cor­rected copy of the article with the list of corrections Permissions. Authors wishing to include figures, ta-bles,ortextpassagesthathavealreadybeenpublished elsewhere, are requiredto obtain permission from the copyright owner(s) and to include evidence that such permission has been granted when submitting their papers. Any material received without such evidence will be assumed to originate from the authors. Submission declaration. Submission of a manuscript implies that it has not been published previously (except in the form of abstract or as part of a publi­shed lecture or academic thesis), that it is not under considerationforpublicationelsewhere,thatitspubli­cationisapprovedbyallitsauthorsandtacitlyorexpli­citlybytheresponsibleauthoritieswheretheworkwas carried out. The corresponding author should ensure that all appropriate co-authors and no inappropriate co-authors are included on the paper, and that all co­authors have seen and approved the final version of the paper and have agreed to its submission for publi­cation. Con.ictofinterest. All authors are requested to dis­close any actual or potential conflict of interest inclu­dinganyfinancial,personalorotherrelationshipswith otherpeopleororganizationswithinthreeyearsofbe­ginningthesubmittedworkthatcouldinappropriately influence, or be perceived to influence, their work. Manuscript Preparation Manuscriptsshouldbepreparedaccordingtothestyle prescribed by the Publication Manual of the Ameri­can Psychological Association (American Psychologi­calAssociation,2020;seealsohttp://www.apastyle.org). Language and style. The first author is fully respon­sible for the language and style in the context of the instructions. A good scientific standard command of grammar and style is expected. Text formatting. Please,use theautomaticpagenum­bering function to number the pages. Use tab stopsor othercommandsforindents,notthespacebar.Usethe table function, not spreadsheets, to make tables. Use the equation editor or MathType for equations. Whe­neverpossible,usethe si units(Systčmeinternational d’unités). Thetitlepage shouldincludethetitleofthearticle(no more than 85 characters, including spaces), full name of the author(s), affiliation (institution name and ad­dress) of each author clearly identified; linked to each author by use of superscript numbers, corresponding author’s full name, telephone, and e-mail address. Abstract. The authors are obliged to prepare two ab­stracts – one in English and one (translated) in Slo­vene language. For foreign authors translation of the abstract into Slovene will be provided. The contentoftheabstractshouldincludethepur-pose, methods, results, and contribution of the rese­arch.Itshouldonlycontaintheinformationthatappe­arsinthetextaswell. Itshouldcontainnoreferenceto figures,tablesandcitationspublishedinthemaintext, and should not exceed 250 words. Beneath the abstract, the authors should supply appropriatekeywords(3–6) inEnglishandinSlovene. For foreign authors the translation of the abstract into Slovene will be provided. The main text should contain a coherent and logi­cal structure preferably following the imrad format (Introduction, Methods, Research [and] Discussion). However, other structures are also welcome (e.g. In­troduction, Development and Conclusions) as long as the text maintains its logical structure and focus. Ac­knowledgments are optional. The length of the articles should not exceed 9,000 words (including tables, figures, and references), dou­ble spaced, using Times New Roman font sized 12. Tables. Each table should be submitted on a sepa­rate page in a Word document after References. Each table shall have a brief caption; explanatory matter should be in the footnotes below the table. The table shall contain means and the units of variation (sd, se, etc.) and must be free of nonsignificant decimal places.Abbreviationsusedinthetablesmustbeconsi­stentwiththoseusedinthetextandfigures.Definition symbols should be listed in the order of appearance, determined by reading horizontally across the table andshouldbe identified by standard symbols. Allta­blesshouldbe numberedconsecutively(Table 1,Table 2, etc.). Figures. CaptionsarerequiredforallFiguresandshall appear on a separate manuscript page, beneath table captions. Each figure should be saved as a separate file without captions and named as Figure 1, etc. Files should be submitted in *.tiff or *.jpeg format. Pho­tographs should be saved at at least 300 dpi. Line art images should be saved at 1200 dpi. Lettering (sym­bols, letters, and numbers) should be between 8 and 9 points, with consistent spacing and alignment. Font face may be Serif (Minion) or Sans Serif (Myriad). Line width should be 0.5 point or greater. Any extra whiteorblack space surroundingthe imageshouldbe cropped. Ensure that subject-identifying information (i.e., faces, names, or any other identifying features) is cropped out or opaqued. Prior to publication, the author(s) should obtain all necessary authorizations for the publication of the illustrative matter and sub­mit them to the Editorial Board. All figures should be numbered consecutively (Figure 1, Figure 2, etc.). The journal will be printed in black and white. If the pa-percontainsgraphs,wewouldappreciatethatyoualso e-mailthem in a separate Excel file. References References should be formatted according to the Pu­blication ManualoftheAmerican Psychological Associ­ation (American Psychological Association, 2019). The list of references should only include works that are cited in the text. Personal communications and unpublished works should only be mentioned in thetext.Referencesshouldbecompleteandcontainall the authorsthat have been listed in the title of the ori­ginal publication. If the author is unknown, start with the title of the work. If you are citing a work that is in printbut has not yetbeenpublished,state allthe data and instead of the publication year write ‘in print.’ Referencelistentriesshouldbealphabetizedbythe last name of the first author of each work. Do not use footnotes or endnotes as a substitute for a reference list.Fulltitlesofjournalsarerequired(nottheirabbre­viations). Citing References in Text One author. Tourisminnovation specificismentioned (Brooks, 2010). Thomas (1992) had concluded ... Two authors. This result was later contradicted(Swar-brooke&Horner,2007).PriceandMurphy(2000) pointed out ... Threeormoreauthors. Wolchik et al. (1999) or (Wol­chik et al., 1999). If two references with three or more authors shor­ten to the same form, cite the surnames of the first author and of as many of the subsequent authors as necessary to distinguish the two references, followed by a coma and et al. List several authors for the same thought or idea with separation by using a semicolon: (Kalthof et al., 1999; Biegern & Roberts, 2005). Examples of Reference List Books American Psychological Association. (2019). Publica­tion manual of the American Psychological Associ­ation (7th ed.). Swarbrooke,J.,&Horner,S.(2007). Consumerbehavi-our in tourism. Butterworth-Heinemann. Journals Laroche,M.,Bergeron,J.,&Barbaro-Forleo,G.(2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503–520. Wolchik, S. A., West, S. G.,Sandler, I.N., Tein,J.– Y.,Coatsworth, D.,Lengua, L.,... Griffin, W. A. (2000). An experimental evaluation of theory-basedmotherandmother-childprogramsforchil­dren of divorce. Journal of Consulting and Clinical Psychology, 68, 843–856. Newspapers Brooks, A. (2010, 7July). Building craze threatens to end Lanzarote’s biosphere status. Independent. http://www.independent.co.uk/environment/ nature/building-craze-threatens-to-end -lanzarotes-biosphere-status-2020064.html Chapters in Books Poirier, R. A. (2001). A dynamic tourism develop­ment model in Tunisia: Policies and prospects. In Y. Aposotolopoulos, P. Loukissas, & L. Leontidou (Eds.), Mediterranean tourism (pp. 197–210). Rou­tledge. Conference Proceedings Price, G., & Murphy, P. (2000). The relationship be-tweenecotourismand sustainabledevelopment:A critical examination. In M. Ewen (Ed.), cauthe 2000: Peak performance in tourism and hospitality research; Proceedings of the Tenth Australian Tou­rism and Hospitality Research Conference (pp. 189– 202). La Trobe University. Paper Presentation Thomas,J.(1992, July). Tourism and the environment: An exploration of the willingness to pay of the ave­rage visitor [Paper presentation.] Tourism in Eu­rope, Durham, England. Theses and Dissertations Sedmak, G. (2006). Pomen avtenticnosti turisticnega proizvoda: primer destinacije Piran [Unpublished doctoral dissertation]. University of Ljubljana. Working Papers Salamon, L. M.,Sokolowski, S. W.,Haddock,M.A., & Tice,H.S.(2013). Thestateofglobalcivilsociety vo­lunteering: Latest findings from the implementation ofthe un nonprofitthandbook (ComparativeNon-profit Sector Working Paper No. 49). Johns Hop­kins University. Web Pages Croatian Bureau of Statistics. (2001). Census of popu­lation, households and dwellings. http://www.dzs .hr/Eng/censuses/Census2001/census.htm Manuscript Submission The main manuscript document should be in Micro­soft Word document format and the article should be submitted to http://academica.turistica.si/index.php/ AT-TIJ/about/submissions