AT_172-v2.indd 214 10. 9. 24 08:53 219 An Inductive Study with Travellers About the Perceived Barriers and Drivers to Sustainable Tourism Development in a Nature-Based Destination Kevin Fuchs 231 The Continuance Intention of Coffee Shop Mobile Food Ordering Applications Rachel Dyah Wiastuti, Rivaldo Milnardi Omar, Stella Nathalia Ignacia, Sarim Sarim, and Nurbaeti Nurbaeti 247 Exploring the Differences Among Luxury and Budget Brands in Terms of Emotional and Functional Values Applied to the Hospitality Sector Boris Marjanović 265 Croatian Validation of tws and Predictors of Tourist Psychological Well-Being Paula Pedić Duić and Zvjezdan Penezić 277 Acculturation Research in Residential Tourism Gabriela Uslu Cibere, Kemal Kantarcı, Murat Alper Basaran, and Yakup Uslu 293 Authenticity and Commercialisation: A Netnographic Study of Tourist Experiences in Mawlynnong, India Abhisek Porya, Sweety Mishra, and Nimit Chowdhary 309 Role of Travel Motivation and Destination Image to Promote Destination Loyalty Muhammad Abbas, Kashif Hussain, Sami Ullah Bajwa, Muhammad Athar Rasheed, and Samer Yaghmour 325 Abstracts in Slovene – Povzetki v slovenščini 329 Instructions for Authors Academica Turistica Tourism & Innovation Journal – Revija za turizem in inovativnost Year 17, No. 1, June 2024, issn 1855-3303, e-issn 2335-4194 https://doi.org/10.26493/2335-4194.17_1 107 Instructions for Authors university of primorska press Year 17, No. 3, December 2024, issn 1855- 303, e-issn 2335- 194 3 AT_173_v2.indd 217 12. 3. 25 09:23 AT_173_v2.indd 218 12. 3. 25 09:23 Executive Editor Marijana Sikošek Editor-in-Chief Gorazd Sedmak Associate Editors Jelena Farkić, Helena Nemec Rudež, Simon Ličen, Emil Juvan, and Marko Kukanja Technical Editors Mariana Rodela and Peter Kopić Production Editor Alen Ježovnik Editorial Board Rodolfo Baggio, University di Bocconi, Italy Štefan Bojnec, University of Primorska, Slovenia Dušan Borovčanin, Singidunum University, Serbia Johan R. Edelheim,Hokkaido University, Japan Daša Farčnik, University of Ljubljana, Slovenia Keving Fuchs, Prince of Songkla University, Thailand Elisabeth Happ, University of Innsbruck, Austria Sotiris Hji-Avgoustis, Ball State University, usa Sandra Jankovič, University of Rijeka, Croatia Sonja Sibila Lebe, University of Maribor, Slovenia Sari Lenggogeni, Andalas University, Indonesia Mara Manente, Ca’ Foscari University of Venice, Italy Célio Gonçalo Cardoso Marques, Polytechnic Institute of Tomar, Portugal Jelena Mušanovič, University of Rijeka, Croatia AndrewMzembe, Breda University of Applied Sciences, The Netherlands Birgit Pikkemaat, University of Innsbruck, Austria Jasna Potočnik Topler, University of Maribor, Slovenia Ljudevit Pranić, University of Split, Croatia Vinod Sasidharan, San Diego State University, usa Sarah Schönherr, University of Innsbruck, Austria Marianna Sigala, University of the Aegean, Greece Marios Sotiriadis, Ningbo University, China Tamara Surla, University of Novi Sad, Serbia Andreja Trdina, University of Maribor, Slovenia Miroslav Vujičić, University of Novi Sad, Serbia Indexed in Scopus, cab Abstracts (Leisure, Recreation and Tourism Abstracts), ebsco (Discovery Index), ProQuest, Erih Plus, EconPapers, Centre International de Recherches et d’Etudes Touristiques (ciret), Finnish Publication Forum – jufo 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 Office Academica Turistica Faculty of Tourism Studies – Turistica Obala 11a, si-6320 Portorož, 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 ino- vativnost je znanstvena revija, namenjena med- narodni znanstveni in strokovni javnosti; izhaja v angleščini s povzetki v slovenščini. Izid pub- likacije je finančno podprla Javna agencija za znanstvenoraziskovalno in inovacijsko dejavnost Republike Slovenije iz sredstev državnega pro- računa iz naslova razpisa za sofinanciranje do- mačih znanstvenih periodičnih publikacij. issn 1855-3303 (printed) issn 2335-4194 (online) 218 | Academica Turistica, Year 17, No. 3, December 2024 Academica Turistica, Year 17, No. 3, December 2024 | 219 Original Scientific Article An Inductive Study with Travellers About the Perceived Barriers and Drivers to Sustainable Tourism Development in a Nature-Based Destination Kevin Fuchs Prince of Songkla University, Phuket, Thailand kevin.f@phuket.psu.ac.th The growing popularity of nature-based tourism triggers concerns about its envi- ronmental and cultural impacts, thereby initiating discussions on diversifying and reinforcing economic strategies. This situation is particularly relevant in destinations like Phuket, which strives to position itself as a premier global tourist hotspot while relying significantly on international tourist receipts to sustain its island economy. The study identifies the perceived barriers and drivers that prevent and enable tou- rists from participating in practices that support sustainability in nature-based de- stinations such as Phuket, shedding light on fundamental factors influencing tourist behaviours. The empirical data was gathered through 38 semi-structured interviews with Generation Z travellers and analysed thematically. The results highlight key barriers—costs, cultural differences, and convenience over sustainability—and dri- vers—social responsibility, policy support, and heightened awareness—impacting sustainable tourism development in Phuket. The study advances the discussion about the complicated interplay between individual motivations, external factors, and environmental realities in shaping tourists’ sustainable behaviours. Theoretical implications for tourism researchers and practical implications for policymakers and businesses are discussed in the paper. Keywords: green consumer behaviour, sustainability: environmental awareness, tourism development, tourism, sustainable tourism https://doi.org/10.26493/2335-4194.17.219-230 Introduction Study Background Phuket aims to establish itself as a world-class tourist destination (Suwangerd et al., 2021), while significan- tly depending on international tourist receipts for the well-being of its island economy (Zhu & Yasami, 2022). This reliance raises questions about the island’s vulnerability to global economic fluctuations and its capacity to balance sustainable development with the demands of a thriving tourism industry (Fuchs, 2022). Moreover, the rapid growth in tourism in nature-ba- sed destinations might pose environmental and cultu- ral challenges that require careful management (Grilli et al., 2021; Hernández et al., 2021; Juvan et al., 2021). The present economic model has sparked discussions about the need for diversification (Fuchs, 2021) and resilience-building measures (McCartney et al., 2021). This is particularly true in the wake of global events AT_173_v2.indd 219 12. 3. 25 09:23 220 | Academica Turistica, Year 17, No. 3, December 2024 Kevin Fuchs An Inductive Study with Travellers like the COVID-19 pandemic that disrupted interna- tional travel (Karunarathne et al., 2021). To address these issues, policymakers in Phuket are increasingly focusing on sustainable tourism practices and initiati- ves (Kaur, 2021), seeking a balance between economic growth and the protection of their unique island eco- system, which attracts more than 10 million visitors annually (Tuntipisitkul et al., 2021). However, finding a sustainable and resilient path forward remains a complex task that requires collaboration among tou- rism stakeholders (Roxas et al., 2020). Nature-Based Tourism Nature-based tourism, often referred to as nature tou- rism, encompasses travel activities that centre around natural environments, biodiversity, and conservation (Kuenzi & McNeely, 2008). This segment of tourism involves exploring and experiencing natural landsca- pes, wildlife, and indigenous cultures while promo- ting conservation and sustainability (Wolf et al., 2019). Within the literature, nature-based tourism has been defined by various scholars and organizations, emp- hasizing its reliance on natural resources, education, and the enhancement of visitor experiences (Frost et al., 2014; Jones et al., 2021). Studies within this field have extensively focused on the environmental and cultural impacts associated with nature-based tourism (Jones et al., 2021). Researchers have highlighted the potential positive impacts, such as raising awareness about environmental conservation and supporting lo- cal communities economically (Winter et al., 2019; Da Mota & Pickering, 2020). However, there is substantial concern regarding the negative impacts, including ha- bitat degradation, disruption of ecosystems, cultural commodification, and loss of authenticity in indige- nous cultures (Da Mota & Pickering, 2020). Scholars have emphasized the necessity of sustainable practices and policies to mitigate these adverse effects (Da Mota & Pickering, 2020; Jones et al., 2021). Policies and management strategies play a cruci- al role in regulating and promoting sustainable na- ture-based tourism (Winter et al., 2019). The litera- ture review reveals the existence of various policies at international, national, and local levels aimed at conserving natural resources, preserving cultural he- ritage, and promoting responsible tourism practices (Kularatne et al., 2021). Case studies, such as Kulara- tne et al. (2021), have been conducted to analyse the effectiveness of these policies in different destinations, highlighting successful instances of managing visitor flows, implementing carrying capacities, and foste- ring community involvement. Tourist behaviour and experiences form another significant area of explora- tion within nature-based tourism literature (Winter et al., 2019). The literature emphasizes the importance of education, interpretation, and immersive experiences in shaping travellers’ attitudes toward environmental conservation and sustainable behaviours (Zhao et al., 2014; Winter et al., 2019). Moreover, the economic aspects of nature-based tourism have also garnered attention in the literature (Thapa et al., 2022). For example, previous research has quantified the eco- nomic contributions of nature-based tourism to local economies, employment generation, and revenue ge- neration (Thapa et al., 2022). Generation Z and Sustainability Generation Z, born roughly between the mid-1990s and the early 2010s, constitutes a demographic cohort known for its tech-savvy nature, social consciousness, and unique attitudes toward travel and sustainabili- ty (Wee, 2019; Seyfi et al., 2023). With rising incomes and access to technology, Generation Z travellers have become increasingly mobile, seeking authentic expe- riences and meaningful connections with the places they visit (Seyfi et al., 2023). This generation is often characterized as highly conscious of sustainability issues, showing a strong inclination toward respon- sible and eco-friendly travel practices (Dimitriou & AbouElgheit, 2019). Generation Z will be the largest group of travellers ever in the future (Pinho & Go- mes, 2023). Literature focusing on Generation Z and sustainability in travel highlights the values, prefe- rences, and behaviours of this cohort (Dimitriou & AbouElgheit, 2019). Nguyen et al. (2021), for example, indicate that ‘environmental concerns significantly influence their travel decisions’ (p. 1051). Further- more, Generation Z travellers prioritize destinations and accommodations that prioritize sustainability, promote environmental conservation, and demon- AT_173_v2.indd 220 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 221 Kevin Fuchs An Inductive Study with Travellers strate social responsibility (Nguyen et al., 2021). They actively seek experiences that align with their values, such as engaging in activities that support local com- munities, reducing carbon footprints, and respecting indigenous cultures (Seyfi et al., 2023). In terms of impacts, previous research explored how the preferences and choices of Generation Z tra- vellers influence the tourism industry (Jiang & Hong, 2023). For example, Jiang and Hong (2023) note that Generation Z’s demand for ‘sustainable and ethical travel experiences has prompted businesses and desti- nations to adapt and integrate eco-friendly practices’ (p. 228). This has led to a rise in eco-conscious accom- modations, tours focused on environmental educati- on, and the adoption of sustainable tourism certificati- ons and standards by various establishments (Ribeiro et al., 2023). HOMA Phuket Town is an example of lodging that encompasses sustainability practices in its structural building efficiency, waste management, energy, and water consumption, as well as raising awa- reness amongst their guests in their creative co-living space (HOMA, n.d.). On the other hand, policies aimed at catering to the sustainability preferences of Genera- tion Z travellers have also been a subject of discussion within the literature (Ribeiro et al., 2023). Ribeiro et al. (2023) advocate for stricter environmental regulations and certifications to ensure that businesses and desti- nations meet certain sustainability criteria to cater to increasingly eco-conscious travellers. Research Objective Previous research has undeniably contributed to esta- blishing numerous cause-and-effect relationships and discovered predictive indicators for behaviour supporting sustainable travel (Darvishmotevali & Altinay, 2022; Toubes & Araújo-Vila, 2022). Ne- vertheless, it often falls short of capturing the com- plicated nuances of individual experiences, beliefs, and challenges faced by underrepresented popula- tions (Han, 2020). The research gap lies in the need to explore how Generation Z travellers, in Phuket, perceive barriers and drivers that prevent and enable them to engage in practices that support sustainable development in a nature-based tourism destination. Simultaneously, studies focusing on Generation Z and sustainability emphasize this cohort’s propensity for eco-friendly travel preferences and its potential influence on shaping tourism industries toward more sustainable practices (Nowacki et al., 2023). Hence, this study seeks to bridge the gap in understanding by exploring the specific perceptions, preferences, and challenges of Generation Z travellers in Phuket regar- ding sustainable tourism practices in a nature-based tourism context. Ultimately, this investigation aims to contribute to a more comprehensive understanding of how to effectively cater to the sustainability preferen- ces of Generation Z travellers in nature-based touri- sm destinations, thereby improving the sustainability footprint of Phuket and contributing to sustainable tourism development. Methodology Research Design This study uses qualitative data because it enables an in-depth exploration of experiences and perceptions, allowing for an assessment of the contextual dimen- sions of participants’ perspectives regarding the per- ceived drivers and barriers of sustainable tourism de- velopment. An inductive research approach, following good practice by Mason et al. (2010), was utilized to explore the problem by comprehensively examining its complex interconnections. Conducting qualitative research is a popular and well-known methodological paradigm for tourism scholars (Khoo-Lattimore et al., 2019). Qualitative research is centred around exa- mining how people behave and interact in the world (McGinley et al., 2021). This type of research has made a substantial contribution to the field of tourism re- search and has gained widespread recognition and acceptance (Wilson & Hollinshead, 2015). The aim was to fill a gap in the body of knowledge about barriers and drivers that prevent and enable tourists to engage in practices that support sustainable tourism in a na- ture-based tourism destination. The research was con- ducted from the perspective of travellers born between the years 1997 and 2012 (i.e. commonly referred to as Generation Z) while vacationing in Phuket, Thailand. Phuket was selected as the study site for collecting empirical data, mainly due to its recognition as a natu- re-based tourist destination and its dependency on in- AT_173_v2.indd 221 12. 3. 25 09:23 222 | Academica Turistica, Year 17, No. 3, December 2024 Kevin Fuchs An Inductive Study with Travellers ternational tourism (Suwangerd et al., 2021; Zhu & Ya- sami, 2022). Thailand’s largest island covers a land area of 543 square kilometres, making it marginally smaller than the city-state Singapore. In qualitative research, reliability and validity are achieved through credibility and validity (Rose & Johnson, 2020). Credibility refers to the use of an appropriate data collection method that aligns with the research objective. Validity invol- ves ensuring that the reporting is trustworthy, provi- ding detailed and dense descriptions (Rose & Johnson, 2020). Therefore, the establishment of a robust and re- liable methodological framework involved a series of steps, which have been meticulously undertaken and documented as outlined in the following sections. Data Collection and Sample Empirical data was gathered through semi-structured interviews. The potential participants were appro- ached by the research team and asked for their wil- lingness to participate in the study. For the interviews, participant selection was undertaken via purposive sampling, also referred to as selective sampling, a non-probability sampling technique in which resear- chers exercise their judgment to choose individuals from the population for inclusion in the study (Palin- kas et al., 2015; Sim et al., 2018). A total of 80 potential participants were approached and 38 confirmed their willingness to participate in the study upon providing written consent. Determining an appropriate sample size is intrica- te and challenging, with limited guidelines for estima- ting non-probabilistic sample sizes (Fugard & Potts, 2015; Boddy, 2016). Therefore, the concept of thematic saturation served as the foundation for ascertaining when the sample was considered sufficient becau- Table 1. Summarized Sociodemographic Characteristics of the Interview Participants Characteristics Frequency Percentage Gender Male 19 50% Female 19 50% Age Range 18–19 years old 4 11% 20–21 years old 5 13% 22–23 years old 13 34% 24–25 years old 16 42% Highest Education High School Diploma 8 21% Vocational Degree 2 5% Bachelor’s Degree 25 66% Master’s Degree 3 8% Origin Region Western Europe 21 55% Eastern Europe 5 13% North America 3 8% South America 1 3% Asia 3 8% Oceania 5 13% Accommodation Type Hotel (incl. boutique hotel) 21 55% Hostel (shared accommodation) 9 23% Luxury resort 4 11% Others (including apartment) 4 11% AT_173_v2.indd 222 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 223 Kevin Fuchs An Inductive Study with Travellers se acquiring additional novel information becomes unattainable (Braun & Clarke, 2021). The participants were recruited on Phuket Island at three separate loca- tions (Patong Beach, Phuket Laguna, and Old Town). The semi-structured interviews were conducted in late 2023 by the lead investigator and were supported by a research assistant. The length of the interviews ranged from 12 minutes to 37 minutes. All participants were between the ages of 18 and 25, travelling for leisure, and generally familiar with the concept of sustainable tourism or sustainable tra- vel. The interviews took place at a nearby venue with the aid of a research assistant, following an interview guide that included questions such as ‘What factors do you consider when choosing a travel destination?’, ‘How important is sustainability in your decision-ma- king process?’, ‘When travelling, what sustainable to- urism practices do you actively engage in or seek to support?’, or ‘What would motivate you to be more conscious of sustainable practices during your tra- vels?’. The interview guide was developed in coope- ration with other faculty members who are familiar with the study site and are experts in the field of susta- inable tourism development. The sample includes a balanced split between both genders, i.e. 19 female participants and 19 male par- ticipants. The average (mean) age of the participants was 23.4 years old and all of the participants were at least high school graduates, with 28 of them holding a university degree. The majority of participants ori- ginated from Western countries, including but not li- mited to the United Kingdom (4), Australia (4), Ger- many (3), Sweden (2), Austria (2), France (2), and the United States (2), as well as Italy (1), Denmark (1), and Malta (1). The majority of participants (21) stayed in hotels, followed by hostels (9), resorts (4), and other types of accommodation (4). Table 1 summarizes additional sociodemographic information about the participants. Results and Analysis Thematic Analysis Process Thematic analysis is the most common method for examining interview data (Nowell et al., 2017; Squires, 2023). The process involved several steps. The audio- -recorded interviews were transcribed verbatim and organized based on the questions posed to the par- ticipants. Data was then thematically analysed. The thematic analysis process helps researchers uncover common themes among participants, allowing a de- eper exploration of their perspectives (Nowell et al., 2017). The transcripts were used only for thematic analysis and did not divulge the identities of the par- ticipants although for the research, each participant was given a unique number. Thereafter, keywords were identified and transformed into codes, which formed the basis for grouping and analysing the data (Table 2). This approach, known as inductive open co- Table 2 An Illustrative Example From the Inductive Open Coding Approach for the Theme ‘Awareness’, Along with the Relevant Verbatim, Keywords and Codes No Codes Keywords Verbatim 1 Cultural Preservation Culture, Heritage, Pro- tection ‘I am quite sensitive towards local cultures, which led me to seek responsible tourism programmes to protect them’ (#13) 2 Prior Experiences Wildlife, Environment, Safari ‘I have been on a safari and that experience really opened my eyes about protecting the environment and wildlife’ (#8) 3 Decision-making Climate Change, Travel Decision, Awareness ‘I would say that I am quite aware of my impact on climate change and it somehow influences my travel choices’ (#27) 4 Pollution Plastic, Tourism Devel- opment ‘I have seen what plastic pollution did in Bali and I can see Phuket heading in the same direction’ (#31) 5 Consciousness Sustainable, Knowledge ‘The more aware I become and learn about it, the more I prioritize experiences that respect sustainable travel’ (# 23) AT_173_v2.indd 223 12. 3. 25 09:23 224 | Academica Turistica, Year 17, No. 3, December 2024 Kevin Fuchs An Inductive Study with Travellers ding, helped identify patterns and clusters within the material (Braun et al., 2022). The researchers chose to carry out these processes manually, foregoing the use of software, as it allowed them to become acquain- ted with the content. Next, codes were organized and grouped into suitable themes (for example, the theme ‘awareness’ comprises the codes ‘cultural preservation’, ‘prior experiences’, ‘decision-making’, ‘pollution’, and ‘consciousness’) Finally, the process was repeated un- til the researchers were satisfied with the results and a consensus was reached between the researchers. Six primary themes emerged from the clustered data and implications were drawn. The findings are detailed in the following sections of this study. This systematic process provided insights on barriers and drivers that prevent and enable Generation Z travellers in Phuket to engage in practices that support sustainable touri- sm by identifying recurring themes within the data. Perceived Barriers – Themes: (1) Costs, (2) Cultural Differences, and (3) Convenience Over Sustainability The discussion with tourists revealed three per ceived barriers that prevent sustainable tourism development: costs, cultural differences, and prioritizing convenien- ce over sustainability. These themes represent signifi- cant challenges faced by travellers aiming to engage in more eco-friendly practices during their vacations. Costs The cost factor often influences tourists’ decisions, as sustainable options might come at a higher price com- pared to conventional alternatives. Many expressed a willingness to engage in sustainable tourism practi- ces, but the higher prices associated with eco-frien- dly accommodations, tours, or products presented a significant barrier. For instance, environmentally certified hotels or tours endorsing sustainable initi- atives often come with a premium price tag, deter- ring budget-conscious travellers from choosing the- se options. This can be illustrated with the following quote by a participant which is representative of the sentiment shared amongst the tourists that were in- terviewed. ‘I am fine with paying a little more but if it doubles the price then this is something that I seriously have to consider’ (Participant #28, male, 24 years old). Another interviewee stated that ‘many times, I chose one activity instead of two because I prefer the sustaina- ble option, but it also means I can experience less during my holiday’ (Participant #16, female, 21 years old). The perception that sustainability equates to elevated costs poses a considerable challenge, especially for young travellers who might have limited financial resources. Cultural Differences Additionally, cultural disparities present hurdles, im- pacting the understanding and adoption of sustainable practices. Cultural disparities surfaced as a complex challenge impacting the sustainable tourism efforts of Generation Z tourists in Phuket. Participants repor- ted a notable difference in perceptions between their expectations compared to local cultural norms, which was evidently reported by the majority of participants. Participants highlighted scenarios where sustainable behaviours might conflict with traditional practices or local customs. For example, ‘I watched that many to- urists in my age group are fairly responsible and throw their garbage in the available bins, but I saw many of the TukTuk drivers [i.e. a common form of motori- zed vehicle to transport tourists] near the beach who litter into the environment while waiting for their next customer’ (Participant #19, female, 18 years old). It was reported by about one-third of participants that the ‘clash between local norms and sustainability expecta- tions can complicate tourists’ efforts to align with en- vironmentally responsible behaviours’. Convenience Over Sustainability Moreover, it was reported by one-third of participants that the temptation of convenience often overshadows the intentions to prioritize sustainability among Ge- neration Z travellers in Phuket. A participant expres- sed that the ‘convenience aspect tends to succeed over sustainability concerns’ (Participant #7, male, 22 years old), leading travellers to prioritize ease and comfort over making eco-conscious choices. Participants ac- knowledged that choosing sustainability sometimes requires additional effort, time, or planning. Another participant shared this sentiment by stating, ‘The ease of things tends to outweigh thinking about sustainabi- lity’ (Participant #18, female, 24 years old). These vi- AT_173_v2.indd 224 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 225 Kevin Fuchs An Inductive Study with Travellers ewpoints underscore a tendency among travellers to favour immediate convenience over the long-term en- vironmental impact of their choices. Nearly half of the interviewed participants highlighted instances where the ease and accessibility of non-sustainable options often overshadowed their intentions to opt for eco- -conscious alternatives (for example, having take-out food in a plastic box instead of eating the dish at the restaurant). Furthermore, some participants shared experiences where sustainable choices required addi- tional effort or advanced planning, discouraging them from embracing these options. Although half repor- ted specific situations in which convenience was prio- ritized over sustainability, only about ten participants noted that there is a prevalence of convenience-cen- tric mindsets, which tends to hinder the adoption of sustainable practices. Perceived Drivers – Themes: (1) Social Responsibility, (2) Policy Support, and (3) Heightened Awareness With regard to the perceived drivers towards susta- inable tourism, three primary themes emerged: social responsibility, policy support, and heightened awa- reness. These themes encapsulate crucial factors that motivate and enable travellers to actively engage in more sustainable travel practices. Social Responsibility Social responsibility emerged as a driver for tourists that persuades them to make choices that minimize their ecological impact and contribute positively to local communities. More than two-thirds of the par- ticipants highlighted their sense of duty toward the environment and the community as a driving force behind their support of sustainable tourism practices. About a dozen travellers expressed a desire to ‘give back’ or ‘make a difference’, showcasing their com- mitment to ethical travel. Participant 4 made the fol- lowing comment that is exemplary of this sentiment: ‘We should feel pretty privileged that we can travel [to different places]’. However, while the notion of social responsibility was generally regarded as positive, seve- ral participants voiced concerns about its involuntary imposition within certain social circles. More than ten participants disclosed experiencing peer pressure to support sustainable practices. They elaborated on feeling compelled to engage in eco-friendly behavio- urs due to societal expectations rather than personal conviction. One participant highlighted this aspect by stating, ‘There is this unspoken pressure among peers. If you are not on board with sustainable choices, you are seen as against progress’ (Participant #16, female, 21 ye- ars old). This polarization within social circles might inadvertently force compliance rather than authentic voluntary engagement with sustainable practices. Policy Support In the realm of sustainable tourism, policy support emerged as another driver for fostering environmen- tally conscious practices within tourist destinations. In the context of this study, the theme of policy support means supporting the enforcement of governmental regulations and following their guidelines and regulati- ons that were designed to support sustainable practices in Phuket. Participants acknowledged the important role of policies and regulations in shaping and promo- ting sustainability initiatives. Over fifteen participants acknowledged the importance of government or insti- tutional interventions in incentivizing and regulating sustainable practices. They emphasized the need for clear, enforced guidelines that encourage businesses to adopt eco-friendly measures. For instance, one partici- pant emphasized the necessity of strict regulations by stating, ‘They need clear laws that make it mandatory for them to use sustainable practices’ (Participant #29, male, 18 years old). Another interviewee noted that ‘If there are no rules in place, many businesses might prio- ritize profits over the environment, but Phuket has a few rules in place that protect the environment’ (Participant #9, female, 24 years old). Interestingly, none of the par- ticipants mentioned the concept of policy support tar- geting the regulation of behaviours from the demand side, namely, the tourists themselves. Throughout the interviews, when the theme of policy support emerged, participants inherently directed their focus toward bu- sinesses or government entities. Heightened Awareness Moreover, a heightened awareness of sustainabili- ty issues among travellers emerged as a catalyst for AT_173_v2.indd 225 12. 3. 25 09:23 226 | Academica Turistica, Year 17, No. 3, December 2024 Kevin Fuchs An Inductive Study with Travellers embracing eco-friendly options during their travels. Nearly all participants cited increased awareness and knowledge about environmental concerns as pivotal in influencing their travel decisions. The participants mentioned that exposure to information through va- rious channels, such as social media, educational in- stitutions, and advocacy campaigns, was important in shaping their perception of sustainability. However, as previously reported, costs and convenience are barri- ers preventing tourists from engaging to a larger de- gree in sustainable practices. The interviewed tourists expressed a sentiment that they are willing to do more only if the surroun- ding circumstances support their views. For example, if the costs for sustainable products and services were reduced and/or if these products and services meant no inconvenience for the tourists, they would be re- ady to engage. One participant elaborated, ‘As I beca- me more aware of the environmental impact of travel, I started seeking out accommodations, but I also need to watch my budget’ (Participant #35, female, 20 years old). Another participant stated, ‘In the future, I would prioritize destinations and services that align with my values’ (Participant #12, female, 22 years old). In es- sence, the sentiment amongst the participants can be summarized as: heightened awareness among travel- lers about sustainability issues translates into actiona- ble behaviours only when it harmoniously aligns with the accessibility and affordability of environmentally friendly products and services. Discussion and Implications Discussion This inductive research aimed to investigate how to effectively cater to the sustainability preferences of Generation Z travellers in nature-based tourism de- stinations, thereby improving the sustainability fo- otprint of Phuket and contributing to sustainable tourism development. More specifically, this explora- tory study sought to holistically study perceptions of Generation Z travellers, therefore advancing the theo- retical discourse and providing practical implications for businesses and policymakers. The investigation of Generation Z tourists’ perspectives on sustainable tourism in Phuket highlighted insights into their mo- tivations and challenges regarding eco-friendly travel practices. The study discovered significant barriers (such as costs, cultural differences, and convenience over sustainability as visualized in Figure 1) that pre- vent the seamless adoption of sustainable behaviours. Among these barriers, the high cost associated with sustainable options emerged as a notable deterrent, especially among budget-conscious travellers. This aligns with existing research, emphasizing the pivo- tal role of affordability in influencing tourists’ choi- ces with regard to sustainability (Djafarova & Foots, 2022). Cultural disparities also surfaced as a substanti- al challenge, showcasing a conflict between tourists’ sustainability expectations and local customs. This dissonance complicates tourists’ efforts to align their behaviours with environmentally responsible practi- ces (Marzo-Navarro et al., 2020). Convenience priori- tized over sustainability stood out as a prevailing fac- tor, leading travellers to opt for ease and comfort over eco-conscious choices. This inclination toward con- venience, while not surprising, highlights the need to address the balance between immediate gratification and long-term environmental impact in promoting sustainable behaviours among tourists (Pinho & Go- mes, 2023). These barriers underscore the complexity of shaping sustainable tourism practices and empha- size the importance of addressing these challenges to foster meaningful change. In parallel, the study revealed crucial drivers mo- tivating sustainable tourism practices among Gene- ration Z travellers (Figure 1). Social responsibility emerged as a powerful motivator, prompting tourists to minimize their ecological footprint and contribute positively to local communities. This aligns with prior studies emphasizing tourists’ desire to make a posi- tive impact on their destinations (Coles et al., 2013; Paskova & Zelenka, 2019; Lee et al., 2019). However, concerns surfaced regarding the involuntary imposi- tion of sustainability ideals within social circles (i.e. peer pressure to support sustainable development), potentially leading to compliance rather than genui- ne voluntary engagement. While findings by Lee et al. (2019) report from diverse contexts, their implications resonate with the challenges observed in this study. AT_173_v2.indd 226 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 227 Kevin Fuchs An Inductive Study with Travellers Implications The study provides several theoretical and manageri- al insights into developing a deeper understanding of the perception of Generation Z travellers (predomi- nantly of Western descent) toward the development of sustainable tourism in nature-based destinations. The empirical findings offer theoretical contributions to the existing body of knowledge on tourist percep- tion of sustainable tourism in the context of Thailand by supporting previous research (Dimitriou & Abou- Elgheit, 2019; Nguyen et al., 2021; Jiang & Hong, 2023; Seyfi et al., 2023) and identifying barriers and drivers preventing and enabling their participation. According to Nguyen et al. (2021), Generation Z travellers prio- ritize destinations and accommodations that prioritize sustainability, promote environmental conservation, and demonstrate social responsibility. However, prior to this study, there was limited knowledge about bar- riers and drivers preventing and enabling their parti- cipation (Salinero et al., 2022). While Jiang and Hong (2023) argued that Generation Z’s demand for susta- inable travel experiences has prompted destinations to adapt and integrate eco-friendly practices, the results of this study showed that only limited progress was made. The study advances the discussion about the com- plicated interplay between individual motivations, external factors, and environmental realities in sha- ping tourists’ sustainable behaviours. For instance, heightened awareness among Generation Z travellers translated into actionable results only when harmoni- zed with local customs (D’Arco et al., 2023). Similarly, Pinho and Gomes (2023) empirically identified that many Gen Z travellers ‘are concerned about choo- sing a sustainable destination’ but did very little abo- ut supporting destinations in achieving sustainable development (p. 1). However, the barriers align with the literature, wherein costs (Djafarova & Foots, 2022) and convenience (Butnaru et al., 2022) deterred these travellers from engaging more extensively in susta- inable practices, despite their heightened awareness (D’Arco et al., 2023). Furthermore, the research highlights the impor- tance of targeted interventions aimed at addressing barriers at the destination level (Weidenfeld, 2018). Simultaneously, it advocates for the enhancement of supportive environments and the promotion of accessible and cost-effective eco-friendly alternatives (Doran & Larsen, 2016). This implication underscores the necessity for strategies that strike a balance betwe- en individual values and external factors (Amendah & Park, 2008). Such strategies are essential to facilitate meaningful engagement in sustainable tourism among Generation Z travellers, particularly in nature-based destinations such as Phuket (Pinho & Gomes, 2023). Conclusion and Future Work The study contributes to the theoretical discourse on sustainable tourism by highlighting the complicated interplay between individual motivations, external fa- ctors, and environmental realities in shaping tourists’ sustainable behaviours. For example, heightened awa- reness only translated into actionable results if aligned Figure 1 A Visual Synthesis Derived From the Thematic Analysis Showing the Perceived Drivers and Perceived Barriers in Sustainable Tourism Development Among Generation Z Travellers Social Responsibility Perceived Drivers Perceived Barriers Policy Support Heightened Awareness Costs Cultural Dierences Convenience Over Sustainability Sustainable Tourism Development AT_173_v2.indd 227 12. 3. 25 09:23 228 | Academica Turistica, Year 17, No. 3, December 2024 Kevin Fuchs An Inductive Study with Travellers with the local customs and practices at the respecti- ve destination. Moreover, costs and convenience are other barriers that prevent Generation Z travellers from engaging to a larger degree in sustainable pra- ctices despite their heightened awareness. Further- more, the study emphasizes the need for targeted interventions addressing barriers (at the destination level) while enhancing supportive environments and promoting accessible and affordable eco-friendly op- tions. The implications derived from this study call for strategies that balance individual values with external circumstances to facilitate meaningful sustainable tourism engagement among Generation Z travellers in nature-based destinations like Phuket. As with any study, acknowledging its limitations is fundamental for a comprehensive understanding of the findin- gs and to map future research directions. First, the study’s nature is inductive, thereby limiting the gene- ralizability of its results beyond the specific context examined. Future research could enhance these fin- dings by validating hypotheses through a quantitati- ve research approach. Second, further research could examine the interconnectedness of sociocultural, eco- nomic, and environmental aspects shaping tourists’ sustainability choices. Acknowledgements Any opinions articulated in this article are exclusively the intellectual result of the authors and do not necessarily re- flect the stance of their affiliated institutions. Funding The Faculty of Hospitality and Tourism, Prince of Songkla University supported the research financially through the Data Collection (Fast Track) Tourism Research Fund. Ethics and Confidentiality The interview participants were informed about the aim of the research and voluntarily provided their written consent prior to commencing the interviews. 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AT_173_v2.indd 230 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 231 Original Scientific Article The Continuance Intention of Coffee Shop Mobile Food Ordering Applications The purpose of this study is to determine the continuance intention of mobile food ordering apps (MFOAs) for the coffee shop industry based on attributes and custo- mer satisfaction. This study focuses on the category of firm-owned MFOAs, spe- cifically for coffee shop settings in the Indonesian context, in contrast with prior studies that emphasize third-party MFOAs. This research developed a framework of Unified Theory of Acceptance and Use of Technology by focusing on the model for one food service setting. A survey with questionnaires was employed and 177 valid responses were obtained and further analysed with Structural Equation Modelling using SmartPLS. Firm-owned MFOAs from seven coffee shop brands in Indonesia were used in the study. Kopi Kenangan turned out to be the most frequently used MFOA coffee shop among respondents, even double that of Starbucks. The findings show that customer satisfaction in using MFOAs is influenced by various factors of the MFOA attributes themselves, most importantly online tracking. Consequently, this satisfaction leads to the user’s intention to continue using the apps in the future. This study proposes several practical recommendations for coffee shop businesses to better understand how the existence of their own MFOA may influence customer satisfaction and future continuance intention. Keywords: continuance intention, effort expectancy, e-satisfaction, mobile food ordering application (MFOA), performance expectancy https://doi.org/10.26493/2335-4194.17.231-245 Introduction Currently, Indonesia is the fourth largest coffee-be- an producing country in the world, right after Brazil, Vietnam, and Colombia (Food and Agriculture Orga- nization of the United Nations, n.d.). The availability of raw materials should be supported by respective industries to improve product competitiveness (Ma- trutty et al., 2018), and that is one of the reasons for the significant growth of coffee shop establishments. For instance, in 2016, the number of coffee shops in Rachel Dyah Wiastuti Bina Nusantara University, Indonesia rwiastuti@binus.edu Rivaldo Milnardi Omar Bina Nusantara University, Indonesia rivaldi.omar@binus.ac.id Stella Nathalia Ignacia Les Roches Global Hospitality Educa- tion, Switzerland stella.ignacia@hotmail.com Sarim Sarim Bina Nusantara University, Indonesia sarim@binus.ac.id Nurbaeti Nurbaeti Trisakti Institute of Tourism, Indonesia nurbaeti@iptrisakti.ac.id AT_173_v2.indd 231 12. 3. 25 09:23 232 | Academica Turistica, Year 17, No. 3, December 2024 Rachel Dyah Wiastuti et al. The Continuance Intention of Coffee Shop Mobile Applications Indonesia was only 1,000 outlets, which grew to 2,950 outlets by 2019, and is estimated to reach 9,000 outlets in 2028 (Dahwilani, 2019; Tiofani & Prasetya, 2024). This rapid development of coffee shop establishments aligns with the annual national coffee consumption growth of 8.22% (Ekarina, 2020). Meanwhile, more than two-thirds of Indone- sia’s population are active internet users (Asosiasi Penyelenggara Jasa Internet Indonesia, 2022), which may impact their behaviour in terms of online acti- vities. In addition, due to the COVID-19 pandemic in April 2020, lockdown measures were put in place, leading to a decrease in onsite mobility. This created more opportunities for online activities such as onli- ne transactions for food and beverages (Wahid et al., 2024). This phenomenon prompted businesses to ad- just their operations to current market trends and de- mands, necessitating the provision of services through online platforms (Al Amin et al., 2020; Madinga et al., 2023). These platforms, later known as mobile food- -ordering apps (MFOAs), are defined as ‘an innovative and convenient channel to access restaurants, view food menus, place food orders, and make payments without any physical interaction with restaurant staff ’ (Alalwan, 2020, p. 29). MFOAs come with diverse service and business model and can be categorized into two basic struc- tures: (1) firm-owned (restaurant-to-consumer) or third-party (platform-to-consumer), and (2) deli- very-oriented or information-oriented (Dirsehan & Cankat, 2021). The coffee shop industry in Indonesia, which initially partnered with third-party platforms for delivery purposes, has started to develop its own applications. Firm-owned MFOAs are not only infor- mation-oriented but sometimes offer delivery ser- vices; Kopi Kenangan and Fore Coffee, for instance. Currently, the Indonesian market can still find coffee shop products either in third-party MFOAs (such as GoFood, Shopee Food, and GrabFood) or firm-ow- ned MFOAs (such as Starbucks, Kopi Kenangan, Fore Coffee, Jiwa+, Maxx Coffee, Chatime, and JCO). This study focuses on the latter category, firm-ow- ned MFOAs, specifically for coffee shop settings in the Indonesian context. This means the main characteri- stic of MFOAs in this study is information-oriented, followed by delivery-oriented. This is in contrast with prior extensive studies that have investigated the for- mer MFOA category, (third-party) as delivery-oriented apps with no specific business setting (Alalwan, 2020; Dirsehan & Cankat, 2021; Francioni et al., 2022; Gun- den et al., 2020). However, studies have shown MFOAs benefit from a business perspective, such as accelera- ting competitive advantages, elevating the company brand, increasing employee productivity, improving order accuracy, and providing customer databases (Wang et al., 2022). From the customer’s standpoint, an MFOA is easily accessible, time-saving, timeless, real-time, adds a unique experience, and is energy-sa- ving (Alalwan, 2022; Lalita & Suzianti, 2022). Aside from the aforementioned benefits, a significant chal- lenge lies in retaining customers and ensuring their continued use of the platform in the face of market competition in order to keep its sustainability (Hum- bani et al., 2024; Wiastuti et al., 2022). In essence, MFOAs benefit both restaurants and customers, thus assessing how technology is percei- ved by the user is considered crucial, as retaining cur- rent users is more cost-effective than acquiring new ones (Munday & Humbani, 2024). Technology value lies not in how fast it is adopted, but instead prima- rily in how long it will be used by customers (Yap & Lee, 2023). MFOA markets are very competitive, thus, understanding how to retain customer continuan- ce intention is critical (Munday & Humbani, 2024). This study corresponds to the recommendations from Francioni et al. (2022) and Tsang et al. (2024) to rese- arch restaurant-to-consumer platforms. Additionally, Gunden et al. (2020), Teo et al. (2024), and Munday and Humbani (2024) suggest further investigating online food technology in speci- fic platforms and settings. Here the authors focus on the coffee shop setting due to the phenomenon defi- ned earlier. Consequently, there is a need for further research to investigate the predictors for customer satisfaction and continuance intention on MFOAs, specifically in the coffee shop setting. Therefore, this research aims to investigate the determinant factors that influence e-satisfaction and continuance inten- tion of mobile food ordering applications for coffee shop businesses in the Indonesian market. AT_173_v2.indd 232 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 233 Rachel Dyah Wiastuti et al. The Continuance Intention of Coffee Shop Mobile Applications Literature Review Continuance Intention of MFOAs Continuous intention (CI) is ‘the degree to which a person has formulated a conscious plan to perform or not perform a specified behavior in the future’ (Ma- dinga et al., 2023, p. 178). In the context of mobile apps, including online delivery, CI is strongly related to user willingness to use the same application (Yap & Lee, 2023), or repeat use of the product or service (Gunden et al., 2020). CI pertains to the individual evaluation made by the customer regarding their li- kelihood of engaging in future repurchases or other transactional activities with the same service provider (Ramos, 2022). Here, the Unified Theory of Acceptance and Use of Technology (UTAUT) and UTAUT2 theory (Venkatesh et al., 2003; Venkatesh et al., 2012) serve as underlying theories to explain the acceptance and usage of tech- nology by individuals, consisting of four plus three predictors: performance expectancy, effort expectan- cy, social influence, and facilitating conditions, plus hedonic motivation, price value, and habit. Both UTA- UT and UTAUT2 have become the two most frequently used models of technology acceptance and usage in various research because they cover diverse applicati- ons, integration, and extension (Dwivedi et al., 2019). In what follows, Humbani et al. (2024) believe that one of the keys to retaining customer CI on restaurant products and services is their satisfaction. E-Satisfaction on MFOAs E-Satisfaction (SA) is ‘the contentment of the custo- mer with respect to his or her prior purchasing expe- rience with a given electronic commerce firm’ (An- derson & Srinivasan, 2003, p. 125). In the mobile app context, SA refers to the evaluation of all aspects of the app’s performance, including its attributes and fe- atures (Tsang et al., 2024). It also implies the cumula- tive experience that emerges from the usage of several MFOAs, alongside the interactions with the providers, which can result in both negative and positive states (Humbani et al., 2024). In that case, when the actu- al results of using MFOAs meet or surpass customers’ expectations, they are more likely to be satisfied with their experience (Alalwan, 2020). Consequently, satis- fied customers are more inclined to keep using these apps (Yeo et al., 2021). This implies the more custo- mers are satisfied with MFOAs, the more likely they are to show a willingness to keep using MFOAs in the future, as depicted in prior studies, for instance, studi- es on online food delivery in Indonesia (Wahid et al., 2024), online food delivery in Hong Kong (Lin et al., 2024; Tsang et al., 2024), mobile food delivery apps in South Africa (Humbani et al., 2024), and mobile food ordering apps in Jordan (Alalwan, 2020). Therefore, we propose the following hypothesis: H9 MFOA e-satisfaction positively influences continu- ance intention Antecedents of MFOA e-Satisfaction and Continuance Intention Performance expectancy (PE) is ‘the degree to which using a technology will provide benefits to consu- mers in performing certain activities’ (Venkatesh et al., 2012, p. 159). PE shows how people believe that utilizing multiple channels, such as mobile, online, and physical stores, can help them shop more effecti- vely and efficiently (Ryu & Fortenberry, 2021). In UTAUT, PE is about users’ expectations of a techno- logy’s usefulness, convenience, and efficiency. This implies that a high level of performance expectancy leads to greater satisfaction with the MFOA techno- logy, as proven by prior studies, for instance, online food delivery in Indonesia (Wahid et al., 2024), mo- bile food delivery apps in South Africa (Humbani et al., 2024), and mobile food ordering apps in Jordan (Alalwan, 2020). Additionally, PE is shown to have a significant effect on CI, such as through studies on mobile food delivery apps in South Africa (Munday & Humbani, 2024), food delivery apps in Saudi Arabia (Abed, 2024), and online food delivery systems in the USA (Gunden et al., 2020). Therefore, we propose the following hypothesis: H1 Performance expectancy positively influences e-sa- tisfaction on MFOAs Effort expectancy (EE) is ‘the degree of ease asso- ciated with consumers’ use of technology’ (Venkatesh et al., 2012, p. 159). In UTAUT, EE resonates with how much effort it takes users to be able to use the techno- AT_173_v2.indd 233 12. 3. 25 09:23 234 | Academica Turistica, Year 17, No. 3, December 2024 Rachel Dyah Wiastuti et al. The Continuance Intention of Coffee Shop Mobile Applications logy properly (Konietzny & Caruana, 2019). In other words, EE is also the extent to which the users believe that using the app does not require great effort (Oku- mus et al., 2018). Given the unique characteristics of MFOAs, which demand some level of expertise and ability, EE may be essential in forming users’ desire to continue using them (Abed, 2024). Ramos (2022) found that EE is the most crucial factor that determi- nes customer CI, especially during the COVID-19 era. Interestingly, EE studies on SA and CI show various results. For instance, a study on online food delivery services in Italy (Francioni et al., 2022) shows a sig- nificant impact between EE and CI, in contrast with other studies, such as a study on online food delivery in Malaysia (Teo et al., 2024), food delivery apps in Saudi Arabia (Abed, 2024), and mobile food orde- ring apps in Jordan (Alalwan, 2020). This implies that when customers agree effort expectancy is easy, it may lead to greater satisfaction with the MFOA. Hence, we propose the following hypothesis: H2 Effort expectancy positively influences e-satisfaction on MFOAs Social influence (SI) is ‘the extent to which consu- mers perceive that important others, such as family and friends, believe they should use a particular tech- nology’ (Venkatesh et al., 2012, p. 159). In the MFOA context, SI can be described as ‘the impact of one’s surrounding social environment (i.e. family, friends, peers) on the intention to continue using apps’ (Abed, 2024, p. 2047). SI reflects an individual’s capacity to persuade others to adopt a new system based on the fact that important individuals in their social circle are also utilizing the same system (Taylor, 2021). SI influences a person’s decision on which restaurant to go to. If their social circle chooses to go to a certain re- staurant, the individual will likely to follow. Hence, a person’s behavior can be shaped by various sources of social influence, whether those influences come from online (such as MFOA) or offline platforms (Hsieh & Tseng, 2018). Prior studies revealed SI to have a direct and positi- ve impact on customer attitudes toward food delivery apps (Madinga et al., 2023), behavioural intention (Iz- zati, 2020), and continuance intention (Abed, 2024). On the other hand, SI does not significantly influence e-satisfaction (Alalwan, 2020). In contrast, Hariguna and Ruangkanjanases’ (2020) study found significant results. Thus, we propose the following hypothesis: H3 Social influence positively influences e-satisfaction on MFOAs Facilitating conditions (FC) is defined as ‘consu- mers’ perceptions of the resources and support avai- lable to perform a behavior’ (Venkatesh et al., 2012, p. 159). FC relates to access, infrastructure, and technical support, which is not the intention of the user’s beha- viour (Alharbi et al., 2020). It indicates the individu- al’s understanding that the technical aspects and orga- nizational infrastructure are necessary to support the existing systems. FC plays an important role in better enhancing customer experience (Ambarwati et al., 2020) because it ensures smooth operations and mi- nimizes potential issues in the future (Dwivedi et al., 2019). This implies that a high level of facilitating con- ditions leads to greater satisfaction with the MFOA, as proven by prior studies (Alalwan, 2020). Thus, we propose the following hypothesis: H4 Facilitating conditions positively influence e-satisfa- ction on MFOAs Hedonic motivation (HM) is ‘the fun or pleasure derived from using a technology’ (Venkatesh et al., 2012, p. 161). HM involves multisensory, fantasy, and emotional experiences that are not based on primary needs (Chang et al., 2011). It is also when consumers try to find positive emotions, such as pleasure, joy, pride, and happiness, while avoiding negative emo- tions, for instance, regret and shame, at a later date (Rezvani et al., 2018). HM implies the pleasure and sa- tisfaction as the outcomes of the appc or technology used (Tyrväinen et al., 2020). For instance, shoppers who shop based on hedonic motivation enjoy the fun, entertainment, and exploration of the store. Prior stu- dies have shown that HM can be a significant (Abed, 2024; Alalwan, 2020; Hariguna & Ruangkanjanases, 2020) but also not significant (Munday & Humba- ni, 2024) predictor of SA and CI. This implies that a high level of HM may lead to greater or even lower AT_173_v2.indd 234 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 235 Rachel Dyah Wiastuti et al. The Continuance Intention of Coffee Shop Mobile Applications satisfaction with the MFOA. Hence, we propose the following hypothesis: H5 Hedonic motivation positively influences e-satisfa- ction on MFOAs Price value (PV) is the ‘consumer cognitive trade- off between the perceived benefits of the application and the monetary cost for using them’ (Venkatesh et al., 2012, p. 161). PV is usually used as the main mea- surement that represents what users have to sacrifice to get a product or service that they want to receive or have (Okumus et al., 2018). In essence, PV associates with the advantages of comparing prices among onli- ne food delivery users in regard to the quality of the food they consume (Tsang et al., 2024). The PV of a service or product paid for is very important. Custo- mers hope that by paying a higher price, they will get better products or services (Kaczorowska et al., 2019). Further, PV has shown a positive and significant im- pact on SA and CI towards MFOAs, as depicted by pri- or studies, such as in the context of Malaysia (Teo et al., 2024), Thailand (Hariguna & Ruangkanjanases, 2020), Hong Kong (Tsang et al., 2024), and Jordan (Alalwan, 2020). Therefore, we propose the following hypothesis: H6 Price value positively influences e-satisfaction on MFOAs Habit is ‘the extent to which people tend to per- form behaviors automatically because of learning’ (Venkatesh et al., 2012, p. 161). Habit implies a custo- mer’s tendency to react spontaneously and naturally due to the accumulation of experience and knowledge that the customer has (Hariguna & Ruangkanjanases, 2020). In other words, habit emerges as a result of pri- or learning (Yap & Lee, 2023), such as when someone has learned and experienced using an MFOA. Habit encompasses the compilation of past experiences, acquired knowledge, and received information, whi- ch subsequently influences behaviour and transforms into repetitive actions (Sun & Chi, 2018). In UTAUT, a regular habit of using an MFOA will form a connecti- on to the application. Positive experiences customers have with MFOAs will lead to repeated use without additional thought and result in enjoyment and en- gagement, including feelings of happiness (Wahid et al., 2024). Habit has been studied to positively affect SA and CI, particularly in the context of MFOAs, onli- ne food delivery, and food delivery apps in Indonesia (Wahid et al., 2024), South Africa (Munday & Hu- mbani, 2024), Saudi Arabia (Abed, 2024), Thailand (Hariguna & Ruangkanjanases, 2020), and the USA (Gunden et al., 2020). As a result, we propose this hypothesis: H7 Habit positively influences e-satisfaction on MFOAs Online tracking (OT) involves the monitoring of customers’ orders at various stages and providing re- al-time updates on the progress of those orders until they are successfully completed (Kapoor & Vij, 2018). According to Yeo et al. (2017), OT enables users to find out the status of their orders, which has an impact on their experience in using the application. The availa- bility of online tracking capabilities has the potential to incentivize customers to revisit MFOAs in the futu- re (Flores & Castaño, 2020). This functionality assists in saving customers’ time and effort compared to the conventional delivery system, thus serving as a moti- vating factor for their continued usage. This implies that the higher the aggregable level of online tracking, the greater satisfaction with the MFOA, as proven by prior studies, for instance, studies on mobile food or- dering apps in Jordan (Alalwan, 2020) and Thailand (Hariguna & Ruangkanjanases, 2020). Hence, we pro- pose this hypothesis: H8 Online tracking positively influence e-satisfaction on MFOAs Methodology This research uses a quantitative method with a survey. The respondent criteria are (1) they must be Indonesian citizens, as the questionnaire is in the In- donesian language, and (2) they must have experien- ce using at least one MFOA from seven specific coffee shop brands: Starbucks, Kopi Kenangan, Fore Coffee, Jiwa+, MAxx Coffee, Chatime, and JCO. These brands were selected because they are the only coffee shop brands in Indonesia that have an MFOA service ava- ilable as of the beginning of 2022, which then can be downloaded through mobile phones in both Google AT_173_v2.indd 235 12. 3. 25 09:23 236 | Academica Turistica, Year 17, No. 3, December 2024 Rachel Dyah Wiastuti et al. The Continuance Intention of Coffee Shop Mobile Applications Play Store and Apple Store. Other coffee shop brands also offer online ordering, not through MFOAs, but instead through food delivery applications (FDAs), such as GoFood, GrabFood, ShopeeFood, and Trave- lokaEat. Our study focuses only on MFOAs instead of FDAs. Primary data were collected through an online questionnaire, created using Google Forms and wri- tten in the Indonesian language. Further, this study employs a convenience and snowball sampling appro- ach. To obtain the data and reach a varied range of respondents, the voluntary survey invitation was circulated for a month in May 2022 and posted on social media and in personal communications. Due to COVID-19 movement restrictions at the time this study was conducted, data collection could only be available through an online survey. As a result, 177 va- lid responses were obtained and further analysed with structural equation modelling (SEM) using SmartPLS. A study with SEM analysis in the context of tourism hospitality requires at least more than 100 samples (Memon et al., 2020). Thus, the sample size of 177 in this study follows this minimum threshold. The questionnaire was divided into three parts: (1) respondent demographic profile, consisting of gender, age, domicile, and occupation; (2) behaviour pattern toward MFOAs, and (3) measurement items for all va- riables consisting of 33 questions. Figure 1 shows the research framework, consisting of 10 latent variables. The first to seventh variables are adopted from Ven- katesh in Alalwan (Alalwan, 2020), which are per- formance expectancy (4 items), effort expectancy (4 items), social influence (3 items), facilitating condi- tions (3 items), hedonic motivation (3 items), online tracking (3 items), and habit (4 items). Price value is measured by 3 items adopted from Shang and Wu (2017) and Venkatesh in Alalwan (Alalwan, 2020). Next, e-satisfaction is measured by 3 items adopted from Wang et al. (2022) and Shang and Wu (2017). Lastly, continuance intention is measured by 3 items adopted from Masrurin et al. (2021). All items in part three are measured with a five-point Likert scale with five being ‘strongly agree’ to one being ‘strongly di- sagree’. Findings Respondents’ Profile Figure 2 illustrates the findings from the seven MFOA coffee shops regarding their adoption and preferen- ces. It is evident that Kopi Kenangan is the most wi- dely used app, followed by Starbucks and Chatime. Kopi Kenangan, an Indonesian brand established in 34.4% 34.3% 7.9% 7.7% 1.7% 10.1% 4.0% 23.2% 58.8% 6.2% 1.1% 0.6% 9.0% 1.1% Starbucks Kopi Kenangan Fore Janji Jiwa Maxx Coee Chatime JCO Figure 1 Research Framework AT_173_v2.indd 236 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 237 Rachel Dyah Wiastuti et al. The Continuance Intention of Coffee Shop Mobile Applications 2017, launched their MFOA in January 2020. Remar- kably, within just two years of launching their MFOA, Kopi Kenangan has captured the hearts of coffee lo- vers in Indonesia. The majority of respondents (74%) are students under the age of 27 in 2022, primarily re- siding in Jakarta (63.8%), with a nearly equal gender distribution of 50.8% male and 49.2% female. Further- more, Table 1 outlines the MFOA usage profile of the respondents, showing that when using MFOA coffee shops, they typically order coffee-based beverages between 12:00 and 18:00, with a budget of IDR 20,000 to 30,000. Measurement Test Referring to Table 2, the loading factor value for all measurement items is in the range of 0.770 to 0.956, meaning that it has a good loading factor value (Gho- zali, 2021); in other words, each item of the latent variable can explain the latent variables. Further, the CR value of all constructs complied with the rule of thumb of a minimum of 0.7 (Hair et al., 2017), namely 0.961 (CI), 0.919 (EE), 0.883 (FC), 0.927 (HB), 0.938 (HM), 0.946 (OT), 0.908 (PE), 0.933 (PV), 0.954 (SA), and 0.912 (SI). The AVE value of all constructs also meets the rule of thumb of a minimum of 0.5 (Hair Performance Expectancy Eort Expectancy Social Inuence Facilitating Conditions MFOA E-satisfaction Hedonic Motivation Price Value Habits Online Tracking MFOA Continuance Intention H1 H9 H2 H3 H4 H5 H6 H7 H8 Figure 2 MFOA Coffee Shop Adoption Table 1 MFOA User Profile Questions % What product do you frequently order from the MFOA? Coffee-based beverages 67.8% Milk-based beverages 14.7% Chocolate-based beverages 7.9% Tea-based beverages 5.6% Smoothies 4% What time do you frequently order from the MFOA? Dinner time 30.5% Lunchtime 27.1% Afternoon teatime 24.3% Breakfast time 14.1% Supper time 4% What is your budget for each order from the MFOA (per person)? (1 USD equal to IDR 15,000) Less than IDR 20,000 0.6% IDR 20,000 to 30,000 46.3% IDR 30,000 to 50,000 33.3% More than IDR 50,000 19.8% AT_173_v2.indd 237 12. 3. 25 09:23 238 | Academica Turistica, Year 17, No. 3, December 2024 Rachel Dyah Wiastuti et al. The Continuance Intention of Coffee Shop Mobile Applications et al., 2017), namely 0.892 (CI), 0.739 (EE), 0.716 (FC), 0.762 (HB), 0.834 (HM), 0.854 (OT), 0.713 (PE), 0.823 (PV), 0.874 (SA), and 0.775 (SI). Hence, the result from the measurement model analysis confirmed that the data is valid, reliable, and fit, therefore it is possible to move forward to the second step of structural model evaluation and analysis. The first variable, performance expectancy, com- prises four key indicators: PE1, PE2, PE3, and PE4. According to the respondents, the MFOA is deemed useful in their everyday lives (PE1, mean 4.28), aids in completing important tasks more efficiently (PE2, mean 4.14), and facilitates faster task completion (PE3, mean 4.27). Furthermore, respondents strongly agree that their productivity has increased as a result of using the MFOA (PE4, mean 4.63). The second vari- able, effort expectancy, includes four indicators: EE1, EE2, EE3, and EE4. The respondents concur that lear- ning the MFOA is easy (EE1, mean 4.45), the features of the MFOA are clear and easy to understand (EE2, mean 4.49), and becoming proficient in using the MFOA is easy (EE4, mean 4.49). Additionally, the respondents strongly agree that overall usage of the MFOA is easy (EE3, mean 4.79). The third variable, social influence, comprises three indicators: SI1, SI2, and SI3. Respondents indi- cated that people important to them recommended the use of the MFOA (SI1, mean 4.14), as well as their role models (SI2, mean 4.37), and individuals whose opinions are valued by the respondents (SI3, mean 4.21). The fourth variable, facilitating conditions, in- cludes three indicators: FC1, FC2, and FC3. Respon- dents strongly agreed that they have ample facilities for using the MFOA (FC1, mean 4.51) and sufficient knowledge of its usage (FC2, mean 4.74). Furthermo- re, the respondents strongly agreed that the MFOA is compatible with other technologies they use (FC3, mean 4.63). The fifth variable, hedonic motivation, comprises three indicators: HM1, HM2, and HM3. Respondents indicated a strong agreement that using the MFOA is exciting (HM1, mean 4.56). They also agreed that using the MFOA is fun (HM2, mean 4.29) and enterta- ining (HM3, mean 4.47). The sixth variable, price va- lue, includes three indicators: PV1, PV2, and PV3. The respondents agreed that the MFOA provides an eco- nomical price (PV1, mean 4.30) and that buying food through the MFOA is economically beneficial (PV3, mean 4.29). Additionally, respondents strongly agre- ed that the MFOA provides good value in exchange for the money spent (PV2, mean 4.67). The seventh variable, habit, is made up of four in- dicators: HB1, HB2, HB3, and HB4. The respondents strongly agreed that using the MFOA has become a habit (HB1, mean 4.86), and they are accustomed to using it (HB4, mean 4.71). Furthermore, they agreed that they want to continuously use the MFOA (HB2, mean 4.34) and feel the need to use it (HB3, mean 4.18). The eighth variable pertains to online tracking and comprises three indicators: OT1, OT2, and OT3. Respondents consistently express strong agreement regarding the availability of the tracking feature on the MFOA (OT1, mean 4.78). They also agree that this feature is highly valuable (OT2, mean 4.45) and perce- ive it as useful for saving time (OT3, mean 4.46). The ninth variable concerns e-satisfaction and includes three indicators: SA1, SA2, and SA3. Re- spondents consistently strongly agree that they have a positive experience using the MFOA (SA1, mean 4.68). Furthermore, they agree that the MFOA meets their expectations (SA2, mean 4.42) and overall, they express satisfaction with the MFOA (SA3, mean 4.44). Lastly, the tenth variable, continuance intention, com- prises three indicators: CI1, CI2, and CI3. Respondents consistently express strong agreement regarding their intention to continuously use the MFOA (CI1, mean 4.75) and to order food using the MFOA whenever the situation permits (CI2, mean 4.69). Additionally, they agree that even after the end of the COVID-19 pande- mic, they will continue to use the MFOA (CI3, mean 4.46). Structural Model The rule of thumb to accept the hypotheses are posi- tive path coefficient (β), a p-value less than 0.05, and a t-value greater than 1.97 (Hair et al., 2017). Accor- ding to Table 3, six direct relationships met the rule of thumb, while three failed. H1 shows the value of β = 0.226 positive; t-value = 2.318; p-value = 0.021, thus the hypothesis is accepted. It means performan- AT_173_v2.indd 238 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 239 Rachel Dyah Wiastuti et al. The Continuance Intention of Coffee Shop Mobile Applications Table 2 Measurement Items Measurement Items Mean Loading CA CR AVE Performance Expectancy (PP) 0.866 0.908 0.713 PE1 The MFOA is useful in my daily life 4.28 0.886 PE2 Using the MFOA helps me to complete the work that I per ceive as important 4.14 0.823 PE3 The MFOA helps me to get work done faster 4.27 0.828 PE4 My productivity has increased because of using the MFOA 4.63 0.838 Effort Expectancy (EE) 0.885 0.919 0.739 EE1 Learning to use the MFOA is easy 4.45 0.892 EE2 Features on the MFOA are clear and easy to understand 4.49 0.770 EE3 Using the MFOA is easy 4.79 0.898 EE4 Being skilful in using the MFOA is easy 4.49 0.872 Social Influence (SI) 0.857 0.912 0.775 SI1 The people important to me recommend that I should use the MFOA 4.14 0.818 SI2 The person who is my role model recommended that I should use the MFOA 4.37 0.892 SI3 The person whose opinions I value recommended I use the MFOA 4.21 0.928 Facilitating Condition (FC) 0.802 0.883 0.716 FC1 I have adequate facilities to use the MFOA 4.51 0.815 FC2 I have sufficient knowledge of using the MFOA 4.74 0.855 FC3 The MFOA is compatible with other technologies that I use 4.63 0.868 Hedonic Motivation (HM) 0.907 0.938 0.834 HM1 Using the MFOA is exciting 4.56 0.926 HM2 Using the MFOA is fun 4.29 0.891 HM3 Using the MFOA is entertaining 4.47 0.922 Price Value (PV) 0.894 0.933 0.823 PV1 The MFOA provides an economical price 4.30 0.880 PV2 The MFOA provides a ‘good value for money’ price 4.67 0.922 PV3 Buying food through the MFOA is more economical 4.29 0.920 Habit (HB) 0.895 0.927 0.762 HB1 Using the MFOA has become a habit for me 4.86 0.788 HB2 I want to continue to use the MFOA 4.34 0.882 HB3 I must use the MFOA 4.18 0.931 HB4 I am used to using the MFOA 4.71 0.885 Online Tracking (OT) 0.915 0.946 0.854 OT1 The tracking feature is available on the MFOA 4.78 0.933 OT2 The tracking feature in the MFOA is very important 4.45 0.914 OT3 The tracking feature on the MFOA is useful to save my time 4.46 0.924 E-satisfaction (SA) 0.928 0.954 0.874 SA1 I have a pleasant experience while using the MFOA 4.68 0.930 SA2 The MFOA meets my expectancy 4.42 0.947 SA3 Overall, I am satisfied with the MFOA 4.44 0.928 Continuance Intention (CI) 0.940 0.961 0.892 CI1 I intend to continue using the MFOA 4.75 0.956 CI2 I will use the MFOA to order food if the situation allows 4.69 0.941 CI3 After COVID-19 ends, I will continue to use the MFOA 4.46 0.935 Note MFOA (Mobile Food Ordering Application), (Cronbach’s Alpha), CR (Composite Reliability), AVE (Average Varian- ce Extracted) AT_173_v2.indd 239 12. 3. 25 09:23 240 | Academica Turistica, Year 17, No. 3, December 2024 Rachel Dyah Wiastuti et al. The Continuance Intention of Coffee Shop Mobile Applications ce expectancy has a positive and significant impa- ct on e-satisfaction. Therefore, the higher the value of performance expectancy, the higher the value of e-satisfaction, and vice versa. H2 shows the value of β = 0.090 positive; t-value = 1.065; p-value = 0.288, thus the hypothesis is rejected. It implies that EE ne- gatively impacts SA. This finding, however, aligns with prior studies by Abed (2024), Alalwan (2020), and Teo et al. (2024). H3 shows the value of β = 0.196 negative; t-va- lue = 3.489; p-value = 0.001, thus the hypothesis is re- jected. It indicates that social influence has a negative but significant impact on e-satisfaction. Therefore, the higher the value of social influence, the lower the va- lue of e-satisfaction will be, which is in contrast with Hariguna and Ruangkanjanases (2020). H4 shows the value of β = 0.178 positive; t-value = 2.412; p-va- lue = 0.016, thus the hypothesis is accepted. It means the facilitating condition has a positive and signifi- cant impact on customer e-satisfaction. Therefore, the higher the value of facilitating condition, the higher the value of e-satisfaction, and vice versa. H5 shows the value of β = 0.128 negative; t-va- lue = 2.001; p-value = 0.046, thus the hypothesis is rejected. It means that hedonic motivation has a nega- tive and significant impact on customer e-satisfaction. Therefore, the higher the value of hedonic motivation, the lower the value of e-satisfaction will be. Prior stu- dies have shown that HM can be a significant (Abed, 2024; Alalwan, 2020; Hariguna & Ruangkanjanases, 2020) but also not significant (Munday & Humbani, 2024) predictor of SA and CI. H6 shows the value of β = 0.138 positive; t-value = 2.162; p-value = 0.031, thus the hypothesis is accepted. It means the price va- lue has a positive and significant impact on customer e-satisfaction. Therefore, the higher the value of price value, the higher the value of e-satisfaction. H7 shows the value of β = 0.204 positive; t-va- lue = 2.452; p-value = 0.015, thus the hypothesis is accepted. It means the habit has a positive and sig- nificant impact on customer e-satisfaction. Therefo- re, the higher the value of habit, the higher the value of e-satisfaction, which aligns with Abed (2024) and Munday and Humbani (2024). H8 shows the value of β = 0.198 positive; t-value = 2.274; p-value = 0.023, thus the hypothesis is accepted. It means that onli- ne tracking has a positive and significant impact on customer e-satisfaction. Therefore, the higher the va- lue of online tracking, the higher the value of e-sa- tisfaction, and vice versa, in line with Hariguna and Ruangkanjanases (2020). H9 shows the value of β = 0.275 positive; t-va- lue = 3.520; p-value = 0.000, thus the hypothesis is accepted. It means that e-satisfaction has a positive and significant impact on continuance intention. The- refore, the higher the value of e-satisfaction, the higher the value of continuance intention, and vice versa. Mo- reover, this is in line with prior extensive studies in the food business context, for instance, Alalwan (2020), Al Amin et al. (2020), Humbani et al. (2024), Lin et Table 3 Hypotheses Testing for Direct Effect Hypotheses β T-Value P- Value Result H1 Performance Expectancy → E-Satisfaction 0.226 2.318 0.021 Accepted H2 Effort Expectancy → E-Satisfaction 0.090 1.065 0.288 Rejected H3 Social Influence → E-Satisfaction −0.196 3.489 0.001 Rejected H4 Facilitating Condition → E-Satisfaction 0.178 2.412 0.016 Accepted H5 Hedonic Motivation → E-Satisfaction −0.128 2.001 0.046 Rejected H6 Price Value → E-Satisfaction 0.138 2.162 0.031 Accepted H7 Habit → E-Satisfaction 0.204 2.452 0.015 Accepted H8 Online Tracking → E-Satisfaction 0.198 2.274 0.023 Accepted H9 E-Satisfaction → Continuance Intention 0.275 3.520 0.000 Accepted AT_173_v2.indd 240 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 241 Rachel Dyah Wiastuti et al. The Continuance Intention of Coffee Shop Mobile Applications al. (2024), Tsang et al. (2024), Wahid et al. (2024), and Wiastuti et al. (2022). Similarly in other tourism hospi- tality contexts, the use of technology in medical touri- sm destinations (Bader et al., 2023) and beach tourism (Magaš et al., 2023) have the same results. Further, Table 4 presents the statistical result of the indirect effect of SA as the mediating variable between eight MFOA attributes and CI. SA was found to signi- ficantly mediate the relationship of two MFOA attri- butes on CI with a p-value greater than 0.05, which are performance expectancy (p-value = 0.034) and so- cial influence (p-value = 0.007). In contrast, customer e-satisfaction was found to not significantly mediate the relationship of the remaining six MFOA attributes on CI with a p-value less than 0.05, which are hedo- nic motivation (p-value = 0.084), effort expectancy (p-value = 0.332), price value (p-value = 0.089), habit (p-value = 0.061), and facilitating condition (p-va- lue = 0.059). Discussion and Conclusion This study focuses on the category of firm-owned MFOAs, specifcally for coffee shop settings in the Indonesian context, in contrast with the majority of prior studies that emphasize third-party MFOAs. The study examines various attributes of MFOAs, such as performance expectancy, effort expectancy, social in- fluence, facilitating conditions, hedonic motivation, price value, habits, and online tracking, derived from the UTAUT2 and Technology Acceptance Models. The research found that these attributes significantly influ- ence user e-satisfaction, except for effort expectancy, social influence, and hedonic motivation. Interestin- gly, social influence and hedonic motivation were fou- nd to have a negative impact on customer satisfaction with MFOAs. This indicates that customer satisfaction is primarily influenced by the performance and inter- face of MFOAs rather than emotional factors or exter- nal influences (such as friends, family, and peers). Additionally, the R-squared value for continuance intention is 0.071, and 0.369 for e-satisfaction. This suggests that customer e-satisfaction could be influ- enced by 36.9 percent by eight MFOA attributes. Con- versely, the continuance intention of using the MFOA is influenced by customer e-satisfaction by only 7.1 percent. This implies that customers may intend to use the MFOA in the future whether or not they are satisfied. Enhancing MFOA attributes could positively influence customers to continue using it. The Kopi Kenangan brand leads as the most widely used MFOA for coffee shop settings, offering seven main functions: locating the nearest outlet, customi- zing orders, pre-ordering, cashless payment, real-time tracking notifications, collecting points, and exclusive app promos, similar to the MFOAs offered by Starbuc- ks and Chatime. What sets firm-owned MFOAs apart from third-party MFOAs is the function of collecting points and exclusive app promos. It is the case that some promotional programmes are exclusively avai- lable on firm-owned MFOAs and cannot be found in third-party MFOAs. This serves as a key reason why customers choose the former over the latter. In the coffee shop business, ensuring customer sa- tisfaction is crucial. However, to maintain sustainable success for firm-owned MFOAs, customers prioritize the app’s attributes over satisfaction with the product or company. Once customers discover that the MFOA offers a reliable tracking system and provides value for money, they are likely to continue using it. Further- more, in today’s digital era, coffee shops must focus on innovation not only in terms of product development but also in process innovation, particularly in the area Table 4 Hypotheses Testing for Indirect Effect Relationship β T-Value P-Value Results PE → SA → CI 0.062 2.125 0.034 Significant EE → SA → CI 0.025 0.971 0.332 Not Significant SI → SA → CI -0.054 2.729 0.007 Significant FC → SA → CI 0.049 1.892 0.059 Not Significant HM → SA → CI -0.035 1.731 0.084 Not Significant PV → SA → CI 0.038 1.702 0.089 Not Significant HB → SA → CI 0.056 1.876 0.061 Not Significant OT → SA → CI 0.054 1.607 0.109 Not Significant Note PE (Performance Expectancy), EE (Effort Expectancy), SI (Social Influence), FC (Facilitating Condition), HM (Hedonic Motivation), PV (Price Value), HB (Habit), OT (Online Tracking), CI (Continuance Intention) AT_173_v2.indd 241 12. 3. 25 09:23 242 | Academica Turistica, Year 17, No. 3, December 2024 Rachel Dyah Wiastuti et al. The Continuance Intention of Coffee Shop Mobile Applications of ordering and delivery systems. Direct ordering through the company’s official distribution channel is far more advantageous than orders placed throu- gh third-party platforms such as GoFood, GrabFood, and ShopeeFood. One of the main benefits is that the company can build its own customer database, al- lowing for personalized engagement based on custo- mers’ buying habits and preferences. From a profitabi- lity standpoint, the company can retain all margins as no third-party commissions need to be paid. This research makes three significant contributi- ons. Firstly, it focuses on firm-owned MFOAs rather than third-party MFOAs, which have received more attention from scholars. Secondly, it highlights the intention of repeat customers of the MFOA, a group that has been understudied (Ramos, 2022). As a re- sult, this study has been able to identify salient areas and make small contributions to enhance the theore- tical framework. Lastly, it revealed that in the context of firm-owned MFOAs, social influence and hedonic motivation were found to be negative predictors of customer e-satisfaction. The coffee shop business in Indonesia has been going through remarkable shifts due to the increasing popularity of coffee as a lifestyle choice and social acti- vity. Among local tourists and customers, for instan- ce, the coffee shop is not solely a place to drink coffee; instead, it is considered a place to enjoy quality time (Mulyaningtias, 2022). Particularly for Gen Z tourists, coffee drinking culture in cafés has become a promi- nent factor when they visit certain places (Agustiani & Agoes, 2023). Given that Gen Z is highly tech-savvy, offering online service options at coffee shops can provide a unique and competitive advantage. On the other hand, among international tourists, coffee shops, especially in major tourist destinations like Bali, Yogyakarta, and Bandung, serve as alternati- ve workspaces, especially for digital nomads. Catering to the digital nature of these tourists, providing an online platform at coffee shops can be an additional selling point. Furthermore, this can help overcome language barriers, as international tourists may prefer not to engage in face-to-face transactions and instead conduct their transactions online. In summary, the innovative MFOA services offered by coffee shops are expected to address the technology needs and deman- ds of both local and international tourists when they travel and therefore support the tourism industry in that particular destination. Based on the research findings, we have formula- ted some recommendations for coffee shop busines- ses to enhance their firm-owned MFOAs to effectively compete in the market and attract customers from va- rious third-party MFOAs. Firstly, to enhance the MFOA attribute of performance expectancy, the company should consider incorporating a messaging feature that allows users to communicate with the company, similar to what is offered by GrabFood. Simplifying the app interface is also crucial, as some users have fo- und it overly complex compared to other pre-existing food delivery applications (such as GoFood, Shopee Food, and GrabFood). It is important for the MFOA to be compatible with all mobile phone types and have a smaller file size for wider accessibility. Secondly, to improve MFOA e-satisfaction, it is ad- visable to introduce additional monetary incentives such as points, price discounts, and quantity discou- nts, along with a loyalty programme for active users who play a vital role in driving sales and attracting new customers. Lastly, to enhance MFOA continuance intention, it is recommended to periodically review and update the MFOA features to ensure they meet customers’ expectations, thereby encouraging con- tinued usage. Overall, satisfactory performance of MFOA attributes is essential for the coffee shop busi- ness as it significantly influences customer e-satisfa- ction and their intention to continue using the app. Although this study provides valuable insights, it is important to acknowledge certain limitations. The findings are specifically limited to the MFOAs of coffee shops in Jakarta, Indonesia, and may not apply to si- milar MFOA coffee shops in other settings. The data was gathered during the COVID-19 pandemic, when lockdown measures were in place, leading to the usa- ge of an online survey exclusively. It is worth noting that the number of respondents is relatively low due to the limited customer base of the targeted MFOA coffee shops. As these establishments are relatively new, their recognition among the general populati- on is still growing. Furthermore, there is an uneven AT_173_v2.indd 242 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 243 Rachel Dyah Wiastuti et al. The Continuance Intention of Coffee Shop Mobile Applications distribution of respondents, with a predominant re- presentation from younger age groups. Additionally, the study solely relied on a quantitative approach and did not explore potential moderating effects based on respondent profiles, such as gender, budget category, and ordering time. Therefore, we suggest that future studies consider the specific context of different settings, tailored to the characteristics of each location. For example, in Indo- nesia, the growth of firm-owned MFOAs is notable in coffee shop settings, as well as in fast food and bake- ry settings. Key brands in these settings include KFC, McDonald’s, Burger King, Hokben, Pizza Hut, Domi- no’s Pizza, Harvest, Capital, and BreadTalk. It is es- sential to ensure a broad and equally distributed pool of respondents. Additionally, segmenting the findings by generation cohort could yield valuable insights, as different age groups may have varying perspectives on technology adoption in their daily lives. It would be beneficial to employ a mixed methods approach, possibly incorporating interviews with se- lect respondents to gather more in-depth data throu- gh open-ended questions, alongside face-to-face data collection during surveys. 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AT_173_v2.indd 245 12. 3. 25 09:23 AT_173_v2.indd 246 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 247 Original Scientific Article Exploring the Differences Among Luxury and Budget Brands in Terms of Emotional and Functional Values Applied to the Hospitality Sector Boris Marjanović Istrian University of Applied Sciences, Croatia bmarjanovic@iv.hr The exploration of budget and luxury hospitality brands reveals contrasting views in consumer preferences and purchasing behaviour. While luxury brands promise emotional gratification through premium experiences, budget brands aim to fulfil practical needs with cost-effective solutions. This paper investigates the complexi- ty of the relationship between emotional and functional values provided by the- se brand categories, aiming to clarify their implications for consumer behaviour. An exploratory qualitative content analysis was conducted on ten websites of bud- get and luxury hospitality brands to identify the ratio between the emotional and functional values they offer, revealing patterns in value provision by each brand category. The conducted analysis identified an inverse ratio of functional and emo- tional values in the analysed budget and luxury hospitality brands. Consequently, a theoretical 60:40 ratio between functional and emotional values is proposed for both brand categories, budget and luxury, taking into account the identified inverse ratio pattern. Further empirical research is suggested to validate these findings and expand the understanding of brand value in the hospitality industry and beyond. Keywords: budget brands, luxury brands, hospitality industry, functional values, emotional values https://doi.org/10.26493/2335-4194.17.247-263 Introduction Oscar Wilde is often credited with a famous thought: ‘I have the simplest tastes; I am always satisfied with the best.’ Though the interpretation of this thought may vary from one person to another and from context to context, there is an intriguing idea hidden in these words if applied to luxury. The thought that choosing the best available and discarding less valuable options is what provides the best consumer experience and emotional satisfaction. But there is another thought: ‘If you buy cheaply, you pay dearly’, and this can be applied to price-conscious consumers. It implies that buying just on price is not convenient. Cheap produ- cts are often limited in terms of features and quality (Kotler & Keller, 2012). Cost reductions through the use of low-quality resources may cheapen the product and, consequently, compromise its image or integrity (Anderson, 2020). This implies that such products are low in performance and durability, consequently lea- ding to multiple purchases. Therefore, evaluating both price and quality ensures a wise purchase. AT_173_v2.indd 247 12. 3. 25 09:23 248 | Academica Turistica, Year 17, No. 3, December 2024 Boris Marjanović Exploring the Differences Among Luxury and Budget Brands These two concepts, as described, represent oppo- site ends of the consumer purchase spectrum: luxury on one end and budget on the other. This suggests that luxury brands are associated with emotional experi- ences from high-quality purchases (Kapferer & Ba- stien, 2009), while budget-friendly brands prioritize functional values and value-based decisions (Bruhn & Zimmermann, 2022). Chen (2022) supports this notion, categorizing brands broadly into luxury and everyday brands. Chen elaborates on the motivations behind purchase behaviour, noting that luxury bran- ds are purchased for personal and symbolic reasons, while everyday brands are chosen for practical and functional purposes. Luxury brands attract consumers and provide them with unique experiences, driven by factors such as strong brand image, differentiation, innovation, exclusivity, high quality, and premium pricing (Ilias, 2010). Consumers are drawn to luxury products for reasons including status, values, and social compari- son (Ko et al., 2019). However, the scientific literature lacks a unified definition of luxury (Kim, 2019; Kapfe- rer, 2017b), as it remains a concept with unclear bou- ndaries and criteria (Kapferer & Bastien, 2009). Many definitions focus on elements, e.g. high quality, high price, exclusivity, and positive emotions (Wirtz et al., 2020). Hagtvedt and Patrick (2009) define a luxury brand as ‘one that has premium products, provides pleasure as a central benefit, and connects with consu- mers on an emotional level’ (p. 609). This emphasis on emotions highlights how luxury prioritizes hedo- nism over functionality (Kapferer & Bastien, 2009). Budget-friendly brands tend to economize by eli- minating superfluous and expensive features from their offerings to cut business costs (Ivens et al., 2022). These brands are characterized by highly standardi- zed and simple offers designed to satisfy customers’ core functional benefits (Bruhn & Zimmermann, 2022). The primary motivators associated with budget brands include value for money (De Chernatony et al., 2011), an offer of adequate quality and comfort (Ren et al., 2018), convenience (Colbu et al., 2008), and price (Ivens et al., 2022). When comparing luxury and budget brands, it has been noticed that they differ significantly in the values they embody. However, both categories offer functio- nal and emotional values to customers. According to De Chernatony et al. (2011), a brand comprises functi- onal and emotional values, enabling organizations to promise a unique and welcomed experience. Emotio- nal values symbolize aspects, e.g. prestige, reassuran- ce, style, or distinctiveness, while functional values encompass rational or objective factors, e.g. packa- ging, functionality, and price. They further emphasize that consumers’ purchase decisions are influenced by both rational and emotional factors. This paper aims to identify the relative importance of functional and emotional brand values, particularly within the luxury sector, from the service provider’s perspective. This exploratory analysis is motivated by a study conducted by Dugandžić (2023) in luxury hospitality, which found a higher incidence of emo- tional (66%) versus functional (34%) values. The pa- per questions whether this ratio applies to the entire brand offer. Subsequently, the following research qu- estions are posed: • What is the functional-to-emotional value ratio in luxury hospitality? • How does this ratio compare in budget hospita- lity? • Does this ratio differ between luxury and budget brands, and if so, by how much? While the hospitality literature primarily emphasi- zes the descriptive importance of functional and emo- tional brand values, this study aims to quantify the ratio between these values in both budget and luxury hospitality brands to provide a holistic understanding of their interaction and prioritization within these ca- tegories. A literature review will follow to provide a theoretical basis for the present study and subsequent discussion. Literature Review Defining the Terms ‘Luxury’ and ‘Budget’ Luxury is inherently elusive; it is subjective, shaped by culture and lifestyle, making it challenging to defi- ne (Kapferer, 2017b; Okonkwo-Pézard, 2017). Its me- aning varies among individuals, reflecting personal opinions (Kapferer, 2017a). As economic opportuni- AT_173_v2.indd 248 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 249 Boris Marjanović Exploring the Differences Among Luxury and Budget Brands ties expand, consumers increasingly focus on com- fort and pleasure, reaching beyond mere necessities (Patrick & Hagtvedt, 2014). These indulgences signal social status, with luxury being perceived as a social marker (Kapferer & Bastien, 2017). Luxury, in general terms, can be defined as ‘a condition of abundance or great ease and comfort’ or ‘something adding to pleasure or comfort but not absolutely necessary’ (Merriam-Webster, n.d.-a). A distinction can be made between terms such as ‘ple- asure’, ‘ease’ and ‘comfort’, and the term ‘necessity’, emphasizing the emotional versus functional aspect. Primarily, luxury is invested in providing pleasure, with luxuries being mainly associated with hedonic experiences, while necessities are more associated with functional benefits (Kivetz & Simonson, 2002). Moreover, luxury products offer a higher level of he- donic value compared to their non-luxury counter- parts (Peng & Chen, 2019). Batat (2019) delves further into the experiential value of luxury, emphasizing that today’s luxury customers are increasingly seeking immersive and varied experiences to discover new meanings and enrich their lives. Luxury can be expe- rienced only through the interaction with the luxury offer. Hence, the qualitative aspect of what luxury is cannot be defined except through both the objective features of the offer and subjective customer percepti- ons (Wirtz et al., 2020). Han and Kim (2020) define a luxury brand as ‘a product/service brand that consumers perceive to be of high quality and provides them with real value— functionally and emotionally’ (p. 2). Additionally, it excels in each category, offering pleasure as a central benefit (Patrick & Hagtvedt, 2014). However, luxury cannot be uniformly applied. A distinction should be made between a luxury product and a luxury ser- vice. A service cannot be owned like a product but only experienced while it is consumed. The expected benefit derived from a luxury service, as opposed to a luxury product, is primarily experiential, whereas the pleasure derived from owning a luxury product comes from mere possession. Hence, creating psycho- logical ownership for services is of utmost importan- ce compared to legal ownership of products (Wirtz et al., 2020). A more specific definition of luxury can be formulated with an emphasis on the service industry. Luxury services are defined as ‘extraordinary hedonic experiences that are exclusive’ (Wirtz et al., 2020, p. 682). The exclusivity in this context ‘can be monetary, social and hedonic in nature’ (p. 682). Luxury servi- ces are, therefore, highly experiential, as the customer experience represents a central component of the offer (Batat, 2019). Budget, on the other hand, is primarily associated with low cost. It can be defined through its synonyms; for example, affordable is described as ‘having a cost that is not too high’ or ‘that is not too expensive for people of limited means’ (Merriam-Webster, n.d.-b). The connection with individuals with low purchasing power is immediately evident. Therefore, market se- gmentation is an essential tool for budget brands that primarily target segments that are more price-sensi- tive (Putri et al., 2021; Nakaprasit, 2012; Danaher et al., 2011). Consequently, these consumers, due to fi- nancial constraints, might also show greater financial responsibility (Baker et al., 2020). Different companies act differently in the market. While some tend to raise the prices of their offerin- gs due to increased value through feature extensions, others choose to lower prices and shape their offers accordingly, indicating a demand for budget brands as well (Kotler et al., 2019). Budget brands are widely pre- sent, for example, in the airline business (Albers et al., 2020), hospitality (El Haddad, 2015), the smartphone market (Putri et al., 2021), and retail sectors such as consumer electronics and grocery stores (Berman, 2015), as well as in the furniture and fashion markets (Giménez, 2013), to name a few. Drawing from the main characteristics of budget brands in these indu- stries, the following can be summarized. The lowest achievable prices are a defining chara- cteristic of no-frills offerings—those reduced to basic functionality (Albers et al., 2020)—providing signifi- cant financial value to consumers by eliminating un- necessary and unrequested extra services (Berman, 2015). Therefore, brands striving for success in the budget sector are able to reduce development and production costs to a minimum (Antonovici, 2016), often outsourcing activities, and opting to acquire the rights to use technology instead of investing in patent AT_173_v2.indd 249 12. 3. 25 09:23 250 | Academica Turistica, Year 17, No. 3, December 2024 Boris Marjanović Exploring the Differences Among Luxury and Budget Brands development (Berman, 2015). However, basic offers may not meet the needs of some budget consumers. To better suit their needs, budget brands can offer a choice between extra services for an additional fee, expanding their core offering through, e.g., pure com- ponents bundling (Nakaprasit, 2012). Furthermore, price alone is no longer the main driver for budget consumption. Consumers also demand an adequate level of quality from what they buy. Therefore, a pri- ce-for-value approach is an essential business strategy for budget companies nowadays (Giménez, 2013). The Hospitality Industry Both products and services serve the same purpose, which is solving a customer’s problem (Mcdonald & Wilson, 2016). However, both products and services significantly differ in their essence. Services possess unique characteristics compared to physical products, differing in terms of intangibility (primarily abstract and non-material), heterogeneity (non-standardized and highly variable), inseparability (production and consumption occurring simultaneously), and peri- shability (cannot be stored) (McDonald et al., 2011). Moreover, defining the quality of a service is a difficult task due to its nature. Service quality is a subjective concept, interpreted as ‘perceived quality’, which re- fers to a ‘customer’s judgment about a service’ (Cu- liberg & Rojšek, 2010, p. 152). This variability means that consumers differ in their perceptions of what constitutes quality, making its understanding and pra- ctical application challenging. But what is the hospitality industry? In general ter- ms, it can be defined as the provision of food, drinks, lodging, entertainment, and friendly, welcoming ser- vice to guests (Pijls-Hoekstra, 2020). As a service pro- vider, the hospitality industry is subject to the same limitations mentioned earlier, common to all services when compared to physical products. Given these si- gnificant differences, understanding how consumers form value perceptions of intangible services, espe- cially in the hospitality industry, is crucial (Yang & Mattila, 2016). Hence, the difficulty in evaluating the quality of hospitality services compared to products due to the lack of tangible cues is significant. There- fore, consumers, in forming their perceptions, need more concrete images and cues provided by hospitali- ty practitioners to make services as tangible as possi- ble (Heo & Hyun, 2015). To bridge the quality perception gap and establish a solid foundation for creating and effectively com- municating values to the market, it is essential to delve into the fundamentals of hospitality. The focus of this study is on the hotel industry within hospitality; the- refore, brief definitions of luxury and budget hotels will be presented first. Due to the difficulty of defining luxury, luxury in hospitality also lacks a generally accepted definition (Jain et al, 2023). A luxury hotel, as an integral com- ponent of the hospitality sector, can be defined as a lodging facility that offers top-tier services, including both its physical attributes and intangible elements, such as relationships with customers (Ariffin et al., 2018). A generally accepted definition of a budget hotel is also missing (Ren et al., 2016). Considering the main characteristic of this hospitality service, specifically a low price or better value for money (Chiang, 2018; Ren et al., 2016), the synonym ‘economy hotel’ is also frequently used (Ren et al., 2016). These are afforda- ble hotel alternatives that provide a clean room with a bed and a shower but without additional services (Colbu et al., 2008). Hence, a suitable definition for budget hotels might be formulated as providers of basic accommodations with convenient functionality for tourists (Chiang, 2018). To deepen the understanding of these two types of hospitality services, the next sections will expand on these concepts, emphasizing the values they provide to consumers. An Overview of Brand Values Firstly, in this paper, values and benefits are closely related and in a general sense will be used interchan- geably according to the definition provided by Mc- Donald and Dunbar (2012), where customer value is defined as ‘the benefits gained from the product or service, but it can also encompass the value to the customer of other constituents of the total offer such as surrounding services (maintenance or information, for example), channels, and so on’ (p. 8). AT_173_v2.indd 250 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 251 Boris Marjanović Exploring the Differences Among Luxury and Budget Brands In brand management, various types of values are identified to be provided by brands. Consumer needs are met through functional, symbolic, relational, and experiential benefits (Florack & Palcu, 2017). Accor- ding to Sweeney and Soutar (2001), four distinct va- lue types drive purchase attitudes, namely emotional, social, quality/performance, and price/value for mo- ney. Batat (2019), on the other hand, focuses on brand values within the context of luxury, presenting a si- milar list that includes functional, experiential, soci- al, and the additional aspect of ideological values. De Chernatony et al. (2011) narrowed the value spectrum down to two categories, which are functional and emotional. Kwon et al. (2016) suggest a similar cate- gorization, dividing values into functional and non- -functional. While these categorizations overlap, they also complement each other, providing a broader un- derstanding of the types of values offered by brands. Functional values provide solutions to a consu- mer’s problem (Florack & Palcu, 2017). They involve the ‘rational evaluation of brands’ abilities to satisfy utilitarian needs’ (De Chernatony et al., 2011, p. 418). On the other hand, they can refer to the functional, instrumental, and practical benefits of an offer (Chit- turi et al., 2008). Functional values can also be defined from two perspectives, which are the value for money associated with the cost of the offer and the value deri- ved from the relationship between the quality and the performance of the offer (Sweeney & Soutar, 2001). Non-functional values, on the other hand, en- compass symbolic values but also experiential values aimed at satisfying pleasure-seeking needs (Kwon et al., 2016), emphasizing a broader scope of included values in this category. Symbolic values manifest in self-expressive and social values (Jung Choo et al., 2012), fulfilling inter- nally generated psychological needs for self-enhan- cement and self-verification (Florack & Palcu, 2017; Vigneron & Johnson, 2004). They are also associated with factors such as personality congruence, user imagery congruence, brand prestige, and brand triba- lism (Esmaeilpour, 2015). Therefore, symbolic values encompass the psychological meanings consumers attach to an offer (Yang & Mattila, 2016), emphasizing their inherently psychological nature. Social values, as defined by Sweeney and Soutar (2001), refer to ‘the utility derived from the product’s ability to enhance social self-concept’ (p. 211), aligning with the definition of symbolic values. Ideological values are linked to consumer conscio- usness and personal systems of values, as well as reli- gious and ideological beliefs (Batat, 2019). Experiential values can satisfy needs arising from seeking pleasant sensory experiences, stimulation, or variety (Florack & Palcu, 2017), closely related to he- donic values that encompass aesthetic, experiential, and enjoyment-related aspects (Chitturi et al., 2008). Hedonic values also include emotional aspects such as indulgence and pleasure (Yang & Mattila, 2016). Emotional values are defined as the ‘evaluation of brands’ abilities to help consumers express something about themselves’, e.g. their personality, their mood, their membership of a particular social group, or their status (De Chernatony et al., 2011, p. 419). The authors associate emotional values with symbolic va- lues, adding that consumers are also concerned with the brand’s ability ‘to help them interpret the people they meet, to reinforce membership of a particular social group, to communicate how they feel and to say something privately to themselves’ (pp. 417–418), indicating an overlap of these two types of values. In a more simplified version, emotional values are defi- ned as utilities associated with feelings generated by products/services (Sweeney & Soutar, 2001), such as emotional satisfaction (Ladhari, 2009). Emotional values are of significant importance, given the funda- mental role of emotions and feelings in establishing relationships between consumers and brands (Chen, 2022). Relational values are related to the consumer- -brand relationship, providing individuals with a fe- eling of belonging (Florack & Palcu, 2017). Emotional bonds with the brand can be achieved through vari- ous brand-related activities like loyalty programmes (Lee et al., 2021). These values are developed through the fulfilment of consumer expectations and result in repeated purchases and emotional connections with the brand (Grönroos, 2006). From these various presented definitions, it is evi- dent that there is overlap and synonymy among these AT_173_v2.indd 251 12. 3. 25 09:23 252 | Academica Turistica, Year 17, No. 3, December 2024 Boris Marjanović Exploring the Differences Among Luxury and Budget Brands types of values. Some authors specifically identify di- fferent types of values, while others tend to generalize and place them into more inclusive units. Brand Values in Luxury Hospitality Consumers are increasingly engaged in pursuing emo- tional benefits (Santos et al., 2022), a trend reflected in the luxury industry as well (Hagtvedt & Patrick, 2009). Consequently, emotional values appear to be what customers primarily expect from luxury brands (Chen, 2022; Patrick & Hagtvedt, 2014). Kapferer and Bastien (2009) go even further, stating that quality is not the defining feature of luxury; instead, it is the emotion at the highest level that should be strived for. Luxury brands thrive on the experience provided by their luxury offering—experiences that are hedonic in nature and exclusive. Such exclusivity, denoting a sense of limited access or availability, is created thro- ugh monetary, social, and hedonic exclusivity (Wirtz et al., 2020). Khan et al. (2022) emphasize the priori- ty given by consumers of luxury brands to social and symbolic values over functional values, further high- lighting that functionality and performance are of less importance than connections with consumers on an emotional level (Patrick & Hagtvedt, 2014). Although functionality is superseded in importance by emoti- ons, a high standard of functional value is expected by consumers for all luxury brands (Tynan et al., 2010). A luxury offer, besides functional needs, also satisfi- es the consumer’s psychological needs (Wiedmann et al., 2017; Vigneron & Johnson, 2004). Psychological needs are directly related to symbolic benefits, mea- ning that consumers of luxury brands want to express affluence, self-image, demonstrate their social class, and enhance their self-concept (Nia & Lynne Zaich- kowsky, 2000). Luxury brands can be associated with key terms that broaden their understanding. Words such as ‘magnificent’, ‘extravagance’, ‘opulence’, ‘su- mptuous’, and ‘lavishness’ indicate the highest level of brand luxury (Miller & Mills, 2017) and can evoke a unique customer experience. Finally, contributing to the exclusivity and differentiation of luxury brands, Kapferer (2017a) emphasizes another characteristic— to be slightly excessive in details, in care, in honour, in precaution. This approach stands in stark contrast to standardization, cost reduction, and mass production. According to Yang and Mattila (2016), hedonic value is the most significant purchase motivator in luxury hospitality, and the experience in hospitality is primarily driven by feelings of pleasure, excitement, and enjoyment. Therefore, at the heart of luxury hotel service lies the anticipation of an emotional experien- ce (Ariffin et al., 2018), as luxury hotels belong to the highly experiential luxury domain (Batat, 2019). What further contributes to a high-end luxury accommo- dation experience is the extensive interpersonal con- tact provided by the hotel staff (Harkison et al., 2018), including the concierge and the personalized service they offer to meet the unique expectations of luxury customers (Batat, 2019). Lo and Yeung (2020) also support the notion that guest-to-staff interactions play a significant role in consumers’ experiences. However, due to the intangible nature of luxury hotel services, customers often find it challenging to evaluate functional benefits, such as quality and so- phistication, provided by luxury hotels prior to their stay. Therefore, according to Chen and Peng (2014), this is the reason why functional values do not exert the same impact on consumer behaviour as symbo- lic and experiential values. Nevertheless, consumers highly value the service quality of a luxury hotel, par- ticularly focusing on the physical environment and the interior of the suite, including components such as the bedroom and bathroom, with specific attention to elements like the bed and washbasin (Giglio et al., 2020; Lo & Yeung, 2020). In conclusion, customer satisfaction in a luxury ho- tel setting is achieved through personalized services, ensuring more effective and efficient need fulfilment, as well as the higher level of comfort provided by ho- tel facilities, amenities, and the physical environment. Additionally, a genuine and authentic expression in service provision by hotel employees also significan- tly contributes to customer satisfaction (Ariffin et al., 2018). Furthermore, a luxury hotel service should em- body qualities such as being ‘authentic, exceptional, unique, magical, emotional, and, above all, memora- ble’ (Batat, 2019, p. 27), as luxury demands. AT_173_v2.indd 252 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 253 Boris Marjanović Exploring the Differences Among Luxury and Budget Brands Brand Values in Budget Hospitality Vigneron and Johnson (2004) identified dimensi- ons that distinguish between luxury and non-luxury brands. These five perceived dimensions characteri- zing luxury are conspicuousness, uniqueness, quality, extended self, and hedonism. Reversing them easily reveals the characteristics of non-luxury, common, or budget brands. Budget brands may be perceived as offering social indistinctiveness, commonality, mi- nimal quality and performance, low emotional fulfil- ment, and a lack of psychological connection with the brand as part of the customer’s identity. Such bran- ds emphasize functional benefits and aim to provide good value for money or affordability (Hagtvedt & Pa- trick, 2009), while differentiating themselves by deli- vering competitive performance in meeting customer needs (Brotherton, 2004). Budget hotel brands are known for offering affor- dable rates while fulfilling the basic needs of customers (Ye et al., 2020). Functional values form the core of their offerings, with customers seeking benefits such as a convenient location, consistent service standards, value for money, hygiene and cleanliness (Brotherton, 2004). In addition to competitive pricing, these hotels often provide limited services and amenities (Ren et al., 2015). However, some hotels have adopted dyna- mic pricing strategies, offering a variety of services with a flexible pricing structure (El Haddad, 2015). While budget hotel consumers are primarily mo- tivated by functional value, their assessments also consider experiential values, representing novel and pleasant experiences (Chiang, 2018). This aligns with the broader concept of branding, as articulated by De Chernatony et al. (2011), suggesting that, regardless of type, brands provide both functional and emotional values to customers. Methods The exploratory analysis in this paper aims to unve- il patterns and relationships between the functional and emotional values provided by luxury and budget brands. These values were selected based on the defi- nition provided by De Chernatony et al. (2011), which conceptualizes a brand as a combination of functional and emotional values. A qualitative content analysis was conducted on ten selected websites for each brand type. A websi- te serves as a communication channel between the customer and the company, providing ‘practical and functional information content’ (Batat, 2019, p. 92) re- garding its offerings. Descriptors of the service provi- ded were identified on each brand’s website, including appropriate subpages, and subsequently, values were derived from them. This analysis is based on two assu- mptions. The first assumption is that the description of a service is coherent with the actual substance of the service provided. The second assumption is that the analysed companies understand the needs and wants of their customers and that these needs and wants are adequately reflected through the informati- on presented on their websites. The list of companies used for the analysis is listed in Table 1 and Table 2. Specifically, these values were derived from the identified keywords related to the complete offerings provided by a hotel and presented on these websites. The complete offerings include all elements of the marketing mix for services, namely the 7Ps: product, place, price, promotion, people, process, and physical evidence. The rationale behind this approach is that hotel customers interact with all aspects of the mix, not only with the core service. Factors such as price, location, promotional messaging, interactions with hotel staff, the processes involved in service delivery, and the hotel environment and its surroundings all directly influence the formation of customer value perception and are integral parts of the holistic tourist experience. An illustrative example of this analysis is shown in Table 3 for budget brands and Table 4 for luxury brands. After identifying functional and emo- tional values, they were quantified and compared between the two types of brands. To address the challenge of identifying luxury and budget brands, the selection of companies for analysis was based on their self-definition and self-promotion as luxury or budget. The hotels chosen for the analysis were identified through an internet search, where- in keywords found on their websites, e.g. ‘opulence’, ‘luxury’, and ‘sumptuous’, were associated with luxury. Conversely, terms such as ‘value for money’, ‘afforda- bility’, and ‘convenience’, as highlighted in the literatu- AT_173_v2.indd 253 12. 3. 25 09:23 254 | Academica Turistica, Year 17, No. 3, December 2024 Boris Marjanović Exploring the Differences Among Luxury and Budget Brands re review, were linked to budget. Websites were then randomly chosen based on their prominence in the search listings. Analysis and Results The first step in the analysis process was to identify ten luxury and budget hotel brands. The selection is presented in Table 1 and Table 2. The next step was to identify keywords related to the service offerings and derive the provided values from them. An example of the analysis is provided in Table 3 and Table 4. The identified functional and emotional values were classified according to key descriptors derived from the literature review. For example, for budget brands, terms such as offer of adequate quality and comfort (Ren et al., 2018), value for money (Chiang, 2018; Ren et al., 2016), consistent service standards (Brotherton, 2004), convenience in general (Colbu et al., 2008) or a convenient location (Brotherton, 2004), and price (Ivens et al., 2022; Ye et al., 2020) are consi- dered functional values, while novel and pleasant experiences (Chiang, 2018) are indicative of emotio- nal values. For luxury brands, the types of values with the appropriate dimensions presented by Batat (2019) were primarily used, e.g. functional (efficiency and excellence), ideological (ethics and spirituality), expe- riential (hedonism, affection, and aesthetics), and so- cial (status and esteem). In Table 3, a shortlist of identified values for each presented service feature in a budget hotel context is provided, along with the following rationale. A king- -size bed provides comfort and relaxation based on its main feature, which is size, indicating more space Table 1 List of Budget Hotel Brands Budget hotel Source Travelodge (https://www.travelodge.co.uk/) Motel 6 (https://www.motel6.com/en/home.html) Ibis (All.accor, n.d.) Premier Inn (Premier Inn, n.d.) Wyndham Hotels (Super 8 Worldwide, n.d.) Point A Hotels (Point A Hotels, n.d.) easyHotel (Easy Hotel, n.d.) Motel One (https://www.motel-one.com/en/) Best Western (https://www.bestwestern.com/en_US.html) Go Hotel Saga (https://saga-hotel-copenhagen.h-rez.com) Table 2 List of Luxury Hotel Brands Luxury hotel Source Hyatt Regency (Hyatt Regency, n.d.) Burj Al Arab Jumeirah (https://www.jumeirah.com/en) The Ritz-Carlton (The Ritz-Carlton, n.d.) The Savoy (https://www.thesavoylondon.com/) La Mamounia (https://mamounia.com/en/) The Westin Excelsior (Westin Hotel & Resorts, n.d.) The Plaza (https://www.theplazany.com/) Aman (Aman, n.d.) Four Seasons Hotel (Four Seasons Hotel, n.d.) The Boulders (https://www.theboulders.com/) AT_173_v2.indd 254 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 255 Boris Marjanović Exploring the Differences Among Luxury and Budget Brands to accommodate a person’s rest compared to a small, cramped bed. Wi-Fi internet access is now conside- red a standard amenity in hotels, even in budget ones. It does not necessarily provide any emotional values but rather offers a convenient solution to a customer’s need. The statement ‘amazing value food and drink’ emphasizes the term ‘amazing value’ rather than fo- cusing on fulfilling customers’ physiological needs. It suggests a considerable enhancement in the value offered by the service, indicating an exceptionally attractive price point for food and drink. Consequ- ently, it may result in reduced expenditure for custo- mers, potentially leading to increased satisfaction. Compared to budget hotels, luxury services are described using a distinctly different language. A si- gnificant number of superlative adjectives and sto- rytelling techniques are employed to underscore the richness and emotional value associated with luxury. Table 4 presents a shortlist of identified values for each service feature in a luxury hotel context, accom- panied by the rationale which follows. The internet access provides the same benefit as budget hotels do, without any additional service features presented in these descriptions to justify additional values. ‘Luxu- rious Hermès bathroom amenities’ distinguish them- selves from budget services through the inclusion of Table 3 Values for Budget Hotel Brands – Shortlist Service feature Functional values Emotional values King size bed Comfort – more space enhances comfort and rest Relax – enhances relaxation Wi-Fi internet access Convenience – it is an accessible and available means to solve a practical problem – Amazing value food and drink Money-saving – affordable food prices Affection/satisfaction – enhanced satisfaction through meeting or surpassing expectations in food service Table 4 Values for Luxury Hotel Brands – Shortlist Service feature Functional values Emotional values Wi-Fi internet access • Convenience – it provides an accessi- ble and readily available solution to a practical problem – Luxurious Hermès bathroom amenities • Excellence – high-quality service provided • Comfort – the specific quality and fragrance of Hermès amenities ensure greater physical and psychological ease • Affection/satisfaction – enhanced satisfaction through experiencing the luxury service • Esteem – indulging in luxury service enhances customer self-esteem • Status – consumption of luxury services indi- cates higher status Marble bathrooms / soothing mood lighting / Moroc- can-style walk-in showers • Excellence – high-quality service provided • Comfort – the environment design en- hances physical and psychological ease • Relax – mood lighting enhances the feeling of relaxation • Aesthetic – the environment is visually pleasing • Esteem – indulging in luxury service enhances customer self-esteem • Status – consumption of luxury services indi- cates higher status AT_173_v2.indd 255 12. 3. 25 09:23 256 | Academica Turistica, Year 17, No. 3, December 2024 Boris Marjanović Exploring the Differences Among Luxury and Budget Brands the keywords ‘luxurious Hermès’. The term ‘luxurious’ suggests an inherently higher quality of service, par- ticularly when combined with the renowned brand Hermès, which is associated with exclusivity, high quality, and a luxurious lifestyle. The unique status of the Hermès brand, coupled with the descriptor ‘luxurious’, implies a premium service and overall comfort provided through the sensory experience of the distinctive fragrance of these amenities. The use of such luxurious amenities enhances experien- tial satisfaction, leading to an increase in customer self-esteem and reinforcing their perception of sta- tus by indulging in these luxury-related experiences. The bathroom design is described with the keyword ‘marble’, which is an unusual material for bathrooms outside of luxury contexts. Utilizing such a service is thus associated with higher status and an increase in self-esteem. Additionally, these materials are chosen to enhance the quality of the service, but also for their aesthetic appeal, as are the exclusive design features of the ‘Moroccan-style walk-in showers’. The ‘soothing mood lighting’ in these bathrooms implies a calming environment that provides physical and psychological comfort, enhancing relaxation. Based on the previously provided examples, an extensive analysis was conducted on the selected ho- tels listed in Table 1 and Table 2. The results of the analysis are as follows. Table 5 presents the results of the qualitative analysis on brand values for budget brands. The ratio between functional and emotional values provided by budget hospitality brands is 62:38, with a maximum variability of 4 percentage points for each value aro- und the mean. Table 6 presents the results of the qualitative analysis on brand values for luxury brands. The ratio between functional and emotional values provided by luxury hospitality brands is 42:58, with a maximum variability of an average 2.5 percentage points for each value around the mean. Table 7 and Figure 1 show a significant similarity between the functional values of luxury brands and the emotional values of budget brands, and vice ver- sa. The difference between these value categories is 4 percentage points, indicating an inverse ratio between values provided by luxury and budget brands. The analysis revealed distinct values provided by budget and luxury brands. The key functional value for budget hospitality brands is practicality and con- venience, linked to service efficiency and quality, in- cluding useful amenities and services to fulfil a wider range of customer needs and wants. Other emphasi- zed values are comfort and cost-saving, with custo- Table 5 Budget Hotels Value Analysis Hotel Functional value Emotional value Travelodge 61% 39% Motel 6 62% 38% Ibis 62% 38% Premier Inn 61% 39% Wyndham Hotels 62% 38% Point A Hotels 61% 39% easyHotel 62% 38% Motel One 58% 42% Best Western Hotels 66% 34% Saga Hotel 62% 38% Average value 62% 38% Table 6 Luxury Hotels Value Analysis Hotel Functional value Emotional value Hyatt Regency London 42% 58% Burj Al Arab Jumeirah 39% 61% Ritz Carlton Kyoto 43% 57% The Savoy London 42% 58% La Mamounia 42% 58% Westin Excelsior Rome 44% 56% The Plaza NY 43% 57% Four Seasons Istanbul 44% 56% The Boulders 41% 59% Aman Venice 41% 59% Average value 42% 58% AT_173_v2.indd 256 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 257 Boris Marjanović Exploring the Differences Among Luxury and Budget Brands mers expecting a comfortable environment propor- tionate to the price paid. Price is crucial for budget hospitality services, as customers often have limited financial means. The most prominent emotional value for budget hospitality brands is overall satisfaction with the ser- vice, reflected by balancing price with quality expecta- tions. Other key emotional values are stress reduction and relaxation, highlighting the need for minimizing customer concerns about whether extra services and amenities will be available to fulfil all their expected needs. Relaxation is a core value, reflecting customers’ desire for leisure and a comfortable environment. The most prominent functional value for luxu- ry hospitality brands is excellence in service quality, reflecting the high price paid. This includes quality materials, personalized service, and high-quality food and drink. Additionally, comfort and convenience are key values, achieved through comfortable beds, spa- cious accommodations, and extra services, e.g. room service, spa facilities, and gym access. Convenience also involves efficiently fulfilling all customer needs with available amenities and additional services. The most prominent emotional value for luxury hospitality brands is satisfaction with the service, of- ten characterized by a sense of fulfilment. This satis- faction is linked to service excellence, overall quality, and positive staff interactions. Other key emotional values include relaxation, hedonism, and esteem. Luxury clients prioritize relaxation, achieved through comfortable and aesthetically pleasing environments. Hedonism is supported by extra services, such as di- verse dining and entertainment options. Luxury ser- vices also enhance self-esteem and status, as clients appreciate the exclusivity of these offerings. Discussion and Conclusion The exploratory analysis presented in this paper has yielded insights into the underlying structure of va- lues offered by both budget and luxury hospitality brands. These findings serve as the foundation for the ensuing discussion, highlighting several important points, which are worthy of further examination. An attempt to quantify both the functional and emotional values provided by budget and luxury hospi- tality brands: Based on the literature review, it is evi- Table 7 Value Comparison Between Luxury and Budget Brands Luxury brands Budget brands Luxury brands Budget brands Functional value Emotional value Emotional value Functional value 42% 38% 58% 62% Figure 1 Value Comparison between Luxury and Budget Brands – Graphical Representation 0% 10% 20% 30% 40% 50% 60% 70% Functional Emotional Emotional Functional Luxury brands Budget brands Luxury brands Budget brands AT_173_v2.indd 257 12. 3. 25 09:23 258 | Academica Turistica, Year 17, No. 3, December 2024 Boris Marjanović Exploring the Differences Among Luxury and Budget Brands dent that both brand categories offer different quan- tities and qualities of customer value. Budget brands primarily focus on functional aspects such as price (Ivens et al., 2022), targeting more price-sensitive market segments (Putri et al., 2021) and providing greater value for money (Chiang, 2018; Ren et al., 2016). Conversely, luxury brands, while also delive- ring high-quality service (Han & Kim, 2020), place a greater emphasis on fulfilling consumers’ emotio- nal needs, focusing on pleasure (Patrick & Hagtvedt, 2014), and social and hedonic exclusivity (Wirtz et al., 2020), which are highly experiential (Batat, 2019). The analysis presented here offers insight into the ratio between functional and emotional values of hospitali- ty brands, indicating that for budget brands, providers emphasize functional values over emotional values at a ratio of 62:48. In contrast, for luxury brands, this ra- tio is 42:58, favouring emotional values. The quantity and quality of values in budget and luxury hospitality brands: There is an unexpectedly low difference between functional and emotional va- lues in luxury brand offerings, amounting to only 16 percentage points. A greater disparity in values in fa- vour of emotional values was anticipated based on the literature review. As indicated in the literature review, luxury brands, in addition to high quality (Wirtz et al., 2020), which is considered a functional value, pri- marily focus on establishing an emotional connection with consumers through pleasure (Hagtvedt & Pa- trick, 2009), hedonism (Kapferer & Bastien, 2009), status, and social comparison (Ko et al., 2019). The re- ason for this is that providers aim to meet the primary expectation of emotional values from their customers (Chen, 2022; Patrick & Hagtvedt, 2014). Similarly, the case might be argued for budget brands. The differen- ce between functional and emotional values in this case is also lower than expected, amounting to only 24 percentage points. A higher difference was anticipated based on the literature review. According to the litera- ture review, budget brands tend to focus on affordable rates while fulfilling the basic needs of customers (Ye et al., 2020), providing basic functional values, e.g. a convenient location, consistent service standards, hy- giene, and cleanliness (Brotherton, 2004). It is evident that there is a balance between functional and emoti- onal values in both brand categories that should not be disrupted but acknowledged according to the spe- cific brand characteristics and market they serve. As stated by De Chernatony et al. (2011), regardless of the type, all brands provide both functional and emotio- nal values to customers. Consequently, both categori- es of service providers, budget and luxury, emphasize both functional and emotional values as appropriate to their brand characteristics and market. Value communication differences between budget and luxury hospitality brands: Luxury brands tend to employ a distinctive language when communicating values to their audience. It is evident that a storytel- ling approach predominates, portraying the richness of experiences customers will encounter through en- gagement with their services and offerings as a whole. Additionally, a conspicuous vocabulary of superlative adjectives is utilized to target and captivate the emoti- onal nature of customers, evoking excitement. Terms such as conspicuousness, uniqueness (Vigneron & Johnson, 2004), magnificence, extravagance, opulen- ce, sumptuousness, and lavishness (Miller & Mills, 2017) are prominent descriptors of luxury services. As expected, such language is absent in communications from budget brands, which typically adopt a strai- ghtforward approach with minimal or no gimmicks when engaging with customers. The 60:40 value ratio in hospitality brands: The presented exploratory analysis, although limited in scope, has uncovered an intriguing pattern between functional and emotional values among budget and luxury hospitality brands. As previously outlined in the paper, Table 7 and Figure 1 reveal a pattern of si- milarity between the functional value provided by luxury brands and the emotional value provided by budget brands, as well as emotional values for luxu- ry brands and functional values of budget brands. The 4-percentage point difference between both va- lue categories is minimal; consequently, it can be co- njectured that a correlation exists between functional and emotional values provided by budget and luxury hospitality brands. An inverse ratio between functi- onal and emotional values among these two brand categories exists. Similar results have been identified by Dugandžić (2023), with a ratio of 66:34 in favour AT_173_v2.indd 258 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 259 Boris Marjanović Exploring the Differences Among Luxury and Budget Brands of emotional values provided by luxury hospitality services. Additionally, a study conducted by Barsky and Nash (2002), focusing solely on emotional valu- es, identified the importance of emotional values at 65% for luxury hospitality brands and 45% for budget (economy) hospitality brands. These values closely align with those presented in this paper; therefore, the author suggests a general theoretical 60:40 value ratio between functional and emotional values. For budget hospitality brands, the 60:40 ratio is suggested in favour of functional values, while the same ratio is recommended for luxury hospitality brands in favour of emotional values. In conclusion, the discussion presented in this paper sheds light on the identified issues within the hospitality literature regarding the quantification of functional and emotional values provided by budget and luxury hospitality brands. Although efforts to qu- antify the importance of these values in hospitality li- terature are scarce, the presented analysis represents a novel approach to achieving a holistic understanding of how these values interact in shaping and commu- nicating hospitality services. Despite the limitations of this analysis, the proposed 60:40 ratio offers a theoretical framework for understanding the balan- ce between these values. Further empirical research is needed to provide more evidence of the validity of the proposed ratio. With new information available, it will be possible to expand and enrich the discussion about brand value in the hospitality context, as well as extend the boundaries beyond just one industry. Theoretical Contribution and Practical Implications The theoretical contribution of this paper lies in its attempt to quantify the ratio between functional and emotional values provided by budget and luxury hospitality brands. While existing literature suggests that budget brands prioritize functional aspects of the offering and luxury brands prioritize emotional va- lues, the quantified ratio of these two types of values is not clearly presented in the literature. Therefore, a quantified value ratio of 60:40 is proposed. For bud- get hospitality brands, this ratio favours functional values, while for luxury hospitality brands, it favours emotional values. The practical contribution of this paper is contin- gent upon empirical research that surpasses the cur- rent exploratory analysis, which is constrained by its focus on the perspectives of service providers alone. Without empirical insights from customers, effecti- vely formulating communication activities and sha- ping offerings for both budget and luxury brands re- mains challenging. However, practitioners can benefit from this research as follows: Balanced value communication: Understanding that, according to brand theory, every brand, whether budget or luxury, provides both functional and emoti- onal value to customers. Practitioners should neither overemphasize, understate, nor exclude one type of value or the other in their communication and service shaping. Customers seek both types of values in every purchase. Quantifying communicated values:  Providing practitioners with value quantification allows them to gain deeper insight into the balance between fun- ctional and emotional values communicated through hotel websites. This is crucial for those who may not be aware of the specific value proportions they are conveying. Competitive benchmarking: Offering an overview of how different competing brands in the category, both budget and luxury, balance functional and emo- tional values. The identified average ratio can serve as a guideline for practitioners to avoid deviating signifi- cantly from the competition when shaping their com- munication strategies, especially on their websites. Evaluation and feedback: The proposed ratio re- presents the industry average value of functional and emotional benefits communicated by multiple com- petitors in each brand category (luxury and budget). This provides practitioners with a benchmark for comparison, allowing them to assess whether their offerings and communications align with the industry average and how well they meet customer expectati- ons. To achieve this, practitioners can conduct surveys and gather feedback through direct interaction with customers. The process involves comparing the ho- tel’s communication messages and service offerings with the functional and emotional values desired by customers, ensuring their services meet these needs AT_173_v2.indd 259 12. 3. 25 09:23 260 | Academica Turistica, Year 17, No. 3, December 2024 Boris Marjanović Exploring the Differences Among Luxury and Budget Brands and wants. This comparison helps practitioners un- derstand if their identification of customer needs is close to or far from others within their category re- lative to the industry average. Consequently, if they are far from the average, it might mean that they can gain a competitive advantage by communicating va- lues better than the rest of the competition, who are closer to the industry average. Conversely, if they are close to the average, adhering to the industry standard is relevant because deviating from it could negatively impact their competitive advantage by communica- ting values less effectively than their competitors. Future research endeavours should prioritize gathering concrete data from customers to validate the 60:40 ratio, thereby providing more insights for practitioners in enhancing the precision and efficacy of communication strategies and service offering desi- gns across both budget and luxury hospitality brands. Limitations and Future Research The main limitation of this analysis is twofold: its qu- alitative nature and its perspective from the viewpoint of the service provider. 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Groun- ded in the theoretical framework of the HOPE (Human Optimal Psychological Expe- riences) model, the TWS measures psychological well-being resulting from touristic activities and experiences. Four hundred Croatian-speaking adults participated in the study via Google Forms, completing the TWS, a sociodemographic questionna- ire, the Flourishing Scale, the Purpose in Life test, and the Big Five Inventory (BFI). Confirmatory factor analysis initially revealed a suboptimal fit of the original one- -factor model of the TWS to the data. However, the one-factor model was confirmed through modifications proposed by the scale authors. The TWS demonstrated inter- nal consistency and congruent validity, manifesting positive correlations with me- aning in life and flourishing. Examining measurement invariance across biological sexes underscored the scale’s configural, metric, and scalar invariance. Regarding predictors of tourist psychological well-being, hierarchical regression analysis indicated that extraversion and openness have positive, and neuroticism negative effects on tourist psychological well-being. Additionally, forms of tourism such as retreats, volunteer activities, charity engagements, or visits to slums sig- nificantly positively affected tourists’ psychological well-being. Age, agreeableness, and conscientiousness did not significantly predict tourist psychological well-being. This research advances tourism studies by emphasizing the importance of valida- ting tourist-related scales across various cultural and linguistic settings. Doing so promotes the creation of reliable measurement instruments, enabling better compa- risons of psychological well-being among tourists from diverse backgrounds. Also, identifying predictors of tourist psychological well-being gives essential directions for further research in the hospitality industry. Keywords: Tourism Well-being Scale, validation, measurement invariance, predi- ctors, multiple regression analysis https://doi.org/10.26493/2335-4194.17.265-276 Introduction Despite its significant impact on tourist satisfacti- on and destination loyalty (Al-okaily et al., 2023), psychological well-being is an under-researched topic in tourism studies (Filep, 2014). Constructing and va- lidating instruments related to psychological well-be- ing in tourism is crucial for advancing research in this area. Validating an instrument in different language and cultural contexts is essential because instrument understanding and psychometric properties can vary AT_173_v2.indd 265 12. 3. 25 09:23 266 | Academica Turistica, Year 17, No. 3, December 2024 Paula Pedić Duić and Zvjezdan Penezić Croatian Validation of tvs across populations (Campo-Arias & Pineda-Roa, 2022). Moreover, such validation is fundamental for conducting cross-cultural research and comparing findings across different contexts. The current study aims to validate the Tourist Well-being Scale (TWS; Garcês et al., 2020) in a Cro- atian sample. The TWS is a self-assessment measure designed to evaluate well-being associated with touri- sm experiences at various destinations (Garcês et al., 2018). While the original validation research of the TWS demonstrated construct and congruent reliabi- lity and high internal consistency, the measurement invariance of the scale was not tested. This research aims to evaluate the measurement invariance of the TWS across male and female participants, thereby ensuring that the scale measures the construct of to- urist well-being equivalently across biological sexes. This validation will contribute to the robustness of the TWS and enhance its applicability in diverse cultural and linguistic settings, ultimately facilitating more comprehensive and comparative research in tourism- -related psychological well-being. The second goal of this research is to enhance the limited knowledge of psychological well-being resulting from tourism experiences by examining various predictors of tourists’ psychological well-be- ing. As a general construct, psychological well-being is best predicted by personality traits, particularly neuroticism and extraversion (Landa et al., 2010). Results consistently show that individuals with low neuroticism and high extraversion tend to have higher psychological well-being (Gale et al., 2013). While personality traits are the strongest predictors of psychological well-being, some sociodemographic factors, like age, also play an important role in predi- cting psychological well-being (Momtaz et al., 2011). This study will examine the impact of the Big Five personality traits and participants’ age on psycholo- gical well-being resulting from tourism experiences. Finally, since different tourism forms and activities promote different aspects of tourist well-being, and given that previous research (Smith & Diekmann, 2017) has linked certain forms of tourism, such as retreats, volunteer activities, charity engagements, or visits to slums, with psychological well-being, the predictive value of such tourism forms in the context of tourist psychological well-being will also be exa- mined. Literature Review Psychological Well-Being Research on well-being has grown significantly in recent decades (Dodge et al., 2012). Early studies by Diener (1984) introduced the concept of subjective well-being, focusing on individuals’ self-reported happiness and life satisfaction. Later, psychological well-being models, such as those proposed by Ryff (1989), Ryan and Deci (2000), and Seligman (2011), expanded the understanding of well-being to inclu- de multiple dimensions of human actualization and fulfilment. Ryff ’s (1989) model posits that psycho- logical well-being is a multidimensional construct composed of six aspects of human actualization: self-acceptance, personal growth, purpose in life, autonomy, environmental mastery, and positive re- lations. The latter three dimensions are central to the self-determination theory (Ryan & Deci, 2000), whi- ch asserts that psychological well-being results from satisfying three fundamental psychological needs: relatedness (positive relations), autonomy, and com- petence (environmental mastery). Seligman’s PERMA model (2011) is also frequently employed in assessing psychological well-being (Han et al., 2022). PERMA stands for positive emotions, engagement, relation- ships, meaning, and accomplishment. While it is pri- marily a model of psychological well-being, it also incorporates elements traditionally associated with subjective well-being, such as positive emotions. In tourism studies, psychological well-being is rarely the focus. Research in this field often assesses tourists’ subjective well-being by assessing their satis- faction with travel experiences (Bader et al., 2023) and emotional responses to tourism experiences (Janchai et al., 2020). However, subjective well-being is insuf- ficient to fully explain the meaning and value touri- sts find in tourism. This gap can be addressed only by examining tourists’ psychological well-being (Han et al., 2022). Despite the necessity to shift perspecti- ve from a subjective to a psychological perspective, only a few tourism studies have studied psychological AT_173_v2.indd 266 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 267 Paula Pedić Duić and Zvjezdan Penezić Croatian Validation of tvs well-being (Filep, 2014). One possible reason for such a lack of scientific interest in tourists’ psychological well-being might be the absence of psychological wel- l-being measures to assess this part of well-being. To advance this field, developing and validating psycho- logical well-being measures designed especially for the tourism context is essential (Piuchan & Suntikul, 2016). TWS (Garcês et al., 2020) One instrument that measures psychological well-be- ing as a product of touristic activities and experien- ces is the Tourist Well-being Scale (TWS) developed by Garcês et al. (2020). Recent tourism research has employed the TWS to measure tourist well-being (Ma- gano & Leite, 2021; Magano et al., 2022). However, be- sides the original TWS validation study (Garcês et al. 2020), no other research has validated this instrument in other language and cultural contexts. Once a scale is constructed, validating it in different languages is important for ensuring its relevance to different cul- tures, making them more accessible, and allowing researchers to compare results across cultures (Ham- bleton et al., 2005). The TWS is grounded in the theoretical framework of the HOPE model (Human Optimal Psychological Experiences), introduced by Garcês et al. in 2017. The HOPE model is based on the PERMA model of well-be- ing (Seligman, 2011). The HOPE model (Garcês et al., 2017) proposes that in the context of tourism, psycho- logical well-being is influenced by both personal and situational factors. Personal factors include creativity, optimism, and spirituality, which interact with the specific situations and experiences encountered at a tourist destination to mould overall psychological well-being. To illustrate the interaction of personal factors, tourist experiences, and psychological well-being, pi- cture a tourist exploring a historic city renowned for its architectural wonders. Rather than adhering stri- ctly to a guidebook, a creative tourist might wander through the city streets with a sketchbook, capturing the details of buildings. Engaging in creative activities during travel positively impacts psychological well- -being (Huang et al., 2020) by fostering engagement. So, the relationship between creativity and tourist psychological well-being could be mediated by en- gagement. In other words, a single tourist experience or visit can enhance psychological well-being by fos- tering positive emotions, engagement, and a sense of meaning in alignment with the principles outlined in the PERMA model (Seligman, 2011). The TWS in the original validation study showed good psychometric characteristics (Garcês et al., 2020). Both constru- ct and congruent validity, as well as reliability, were established. However, the authors (Garcês et al., 2020) noted that further validation research is necessary to continue developing this measure. Predictors of Tourist Psychological Well-Being Numerous factors influence psychological well-being, which can vary significantly across different settings. Individual factors such as personality traits, especially the Big Five personality traits, have shown moderate to strong correlations with psychological well-being measures. Extraversion, openness, agreeableness, and conscientiousness showed positive, and neuroticism negative correlations with psychological well-being measures (Anglim et al., 2020). In terms of sociode- mographic factors, age appears to be an exception. Research suggests that younger individuals tend to re- port higher levels of psychological well-being. Howe- ver, other sociodemographic factors generally have a limited impact on psychological well-being (Poureb- rahim & Rasouli, 2019). Despite the extensive research on predictors of psychological well-being in general settings, there is a notable gap in studies focusing on predictors of psychological well-being resulting from a tourism experience. One of the recent studies in this field (Smith & Diekmann, 2017) revealed that certain tou- rism activities and forms may predict tourists’ psycho- logical well-being, namely forms of tourism such as retreats, volunteer activities, charity engagements, or visits to slums. This finding is in line with the previ- ously mentioned HOPE model (Garcês et al., 2017), which postulates that activities developed in the tou- rist destination could influence tourists’ psychological well-being by raising their creativity, optimism, and spirituality. AT_173_v2.indd 267 12. 3. 25 09:23 268 | Academica Turistica, Year 17, No. 3, December 2024 Paula Pedić Duić and Zvjezdan Penezić Croatian Validation of tvs When faced with an open question like identifying the predictors of tourist psychological well-being, the first step is to identify potential groups of predi- ctors and then test their subsequent effects on tourist psychological well-being. Method Sample Design Data collection was conducted online using a Google Forms questionnaire. While online data collection has several advantages, it also presents limitations, such as sample representativeness, response credibility, and potential survey dropout (Žmuk, 2019). To address these limitations, a purposive sampling strategy was used to ensure a diverse sample of age, sex, education, and socioeconomic status. Participants were recruited through social media and online community forums. The survey was designed to be concise and engaging, with mandatory responses to ensure completeness and minimize dropout rates. Participants were infor- med about the study’s purpose, voluntary participa- tion, and data anonymity. Participation in the survey was available from February to May 2022. Instruments Tourist Psychological Well-Being Participants received the following instructions be- fore completing the scale: ‘The purpose of this scale is to evaluate your last tourist experience. There are no correct or incorrect answers; how you perceive your last tourist experience matters. Your responses are anonymous and confidential. For each statement, please indicate your level of agreement on a 7-point scale, where 1 indicates total disagreement, 2 disagre- ement, 3 partial disagreement, 4 neutrality, 5 partial agreement, 6 agreement, and 7 total agreement. Personality Traits The Big Five personality traits (extraversion, openness, neuroticism, agreeableness, and conscientiousness) were assessed using the BFI (Big Five Inventory) (Be- net-Martinez & John, 1998) questionnaire. Extraversi- on and neuroticism were measured using eight items each, agreeableness and conscientiousness with nine items, and openness with ten items. Participants ra- ted their agreement with each item on a 5-point Li- kert scale (1 – strongly disagree, to 5 – strongly agree). The score for each subscale is calculated as the average of all the items within that subscale. The items were formulated as short phrases derived from prototypi- Table 1 TWS Scale Items and Well-Being Dimension They Refer To Scale item Scale items in Croatian Well-being dimension I was able to see the positive side of the less agreeable situations that occurred. Uspio/la sam vidjeti pozitivnu stranu manje ugodnih situacija koje su se dogodile. Optimism I have discovered new ways of being that have brought meaning to different aspects of my life. Otkrio/la sam nove načine postojanja koji su dali smisao različitim aspektima moga života. Meaning I had lots of fun. Jako sam se zabavio/la. Positive emotions I faced this experience as a unique/original opportunity. Pristupio/la sam ovom iskustvu kao jedinstvenoj/izvornoj prilici. Creativity I engaged in the community activities (cultural, events, etc.) Sudjelovao/la sam u aktivnostima zajednice (primjerice kulturalnim događajima). Engagement This experience was a dream come true. Ovo iskustvo je bilo ostvarenje sna. Accomplishment I experienced a connection/relationship with something higher than myself. Doživio/la sam vezu/odnos s nečim višim od sebe. Spirituality I felt good in the relationship I developed with new people. Osjećao/la sam se dobro u odnosima koje sam uspostavio/la s novim ljudima. Positive relationships AT_173_v2.indd 268 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 269 Paula Pedić Duić and Zvjezdan Penezić Croatian Validation of tvs cal adjectives representing the traits of the five-factor model. The questionnaire was translated into Croati- an and validated by Kardum et al. (2006), who con- firmed that the five-factor model fits the data well. Psychological Flourishing The Croatian version (Rijavec et al., 2016) of the Flo- urishing Scale (FS) (Diener et al., 2009) was used to evaluate participants’ psychological flourishing. The FS includes eight items designed to capture individu- als’ perceived success in significant life domains such as relationships, self-esteem, purpose, and optimism. Participants are instructed to indicate their level of agreement with each statement using a 7-point Likert scale, ranging from 1 (strongly disagree) to 7 (strongly agree). Scores range from 7 to 56, with higher scores indicating greater psychological flourishing. Meaning in Life Meaning in life was assessed using the Croatian versi- on of the Purpose of Life Test, adapted by Vulić-Pr- torić and Bubalo (2006). The Meaning of Life Scale consists of 23 statements measuring emotional and cognitive aspects of purpose in life. Participants ra- ted their agreement with each statement on a 5-point Likert scale. Scores range from 23 to 115, with higher scores indicating greater meaning in life. Tourist-Related Factors To assess the nature of participants’ most recent tou- rist experience, a single question with a dichotomo- us response (yes/no) was utilized. Participants were asked if their last tourist experience involved retreats, volunteer work, charitable engagements, or slum vi- sits. Data Analysis All statistical analyses were conducted using R (R Core Team, 2016). First, confirmatory factor analyses (CFA) were used to establish the factor structure of TWS, and other scales used in research. CFA enables testing how well data fits a hypothesized measure- ment model, confirming the scale’s construct validity. Maximum likelihood estimation with robust stan- dard errors was used, which accounts for any possible deviations from normality, providing robust estima- tes. Regarding the TWS, the model fit of two structu- res was compared: the one-factor model and the one- -factor model with modifications suggested by the authors of the original scale. Modifications included correlations between error terms for the several item pairs. The previously established one-factor structure of the FS (Tadić-Vujčić et al., 2017) and Meaning in Life Scale (Vulić-Prtorić & Bubalo, 2006), and the fi- ve-factor structure of BFI were also tested (Kardum et al., 2006). Model fit was considered acceptable if the Tucker-Lewis Index (TLI) and comparative fit index (CFI) were both ≥ 0.90, the root mean square error of approximation (RMSEA) was ≤ 0.08, and the standar- dized root mean square residual (SRMR) was ≤ 0.10 (Little, 2013). Biological sex was chosen for invariance testing of the TWS to ensure the scale measures the same construct equivalently across male and female participants. Models that examine the relationships between observed variables and underlying latent factors are known as measurement invariance te- sts. Three standard measurement invariance models were tested: configural invariance, metric invariance, and scalar invariance (Milfont & Fischer, 2010). The configural model tests whether participants from di- fferent groups conceptualize the constructs similarly, meaning that the basic model structure is the same across groups. If the configural invariance is obta- ined, the next step is determining if different groups respond similarly to the items, specifically examining whether the relationships between scale items and their corresponding latent construct are consistent across groups (metric invariance). Finally, to compa- re latent means, scalar invariance is necessary. Scalar invariance suggests that individuals with identical scores on the latent construct will achieve the same score on the observed variables, regardless of their group membership (Milfont & Fischer, 2010). The criteria for accepting measurement invariance were set at ΔCFI ≤ |0.010| and ΔSRMR ≤ |0.015| (Chen, 2007). The reliability of the TWS was assessed with inter- -item correlations (≥ 0.5) and Cronbach’s alpha coef- ficient, with a criterion value of > 0.70 for acceptable consistency (DeVellis, 2003). Reliability was assessed AT_173_v2.indd 269 12. 3. 25 09:23 270 | Academica Turistica, Year 17, No. 3, December 2024 Paula Pedić Duić and Zvjezdan Penezić Croatian Validation of tvs solely with Cronbach’s alpha for the other scales, whi- ch had already been validated in Croatian samples. The congruent validity of the TWS was evaluated by calculating Pearson correlation coefficients with mea- sures of meaning in life and psychological flourishing, with expected positive correlations between TWS and these measures. Hierarchical regression analysis was used to assess the unique contribution of sociode- mographic variables, Big Five personality traits, and tourist forms in explaining tourist psychological well- -being. This method was chosen because it allows the analysis of the effect of predictor variables after con- trolling for other variables, thus helping to determi- ne the incremental validity of each block of variables (Lewis, 2007). No missing data were identified in the study vari- ables, as the questionnaire format required responses to every question. Results Sample Description The required sample size was determined a priori using G*Power software. Based on a medium effect size (f2) of 0.15, an alpha error probability of 0.05, a power of 0.8, and a model containing seven predictors, the total sample size required for the study was 103 participants. The final sample consisted of 400 adult participants whose native language is Croatian. The majority of the sample comprised females (71%). The age range of participants was from 18 to 83 years. The average age of the participants was 33 years (SD = 11). Regarding educational level, 30% of the sample had a high school diploma, 23% held a bachelor’s degree, 38% held a master’s degree, and 9% held a PhD. The majority of participants reported a middle socioeco- nomic status (68%). In comparison, 24% reported a high socioeconomic status, and 8% reported a low so- cioeconomic status. 61% of participants declared that their last tourism experience involved activities such as retreats, volunteer work, charitable engagements, or visits to slums. Descriptive Statistics and Congruent Validity Table 2 presents descriptive statistics of the continuo- us study variables. TWS was positively correlated to meaning in life and psychological flourishing. Ad- ditionally, all variables in the study meet the criteria for normal distribution, as indicated by skewness and kurtosis values within acceptable ranges according to Kline’s criteria (2011). Reliability Analysis All scales demonstrated strong internal consistency, as indicated by Cronbach alpha values of 0.9 for the Meaning in Life Scale, 0.89 for the Flourishing Scale, 0.87 for extraversion, 0.85 for openness, 0.88 for neu- roticism, 0.78 for agreeableness, and 0.84 for consci- entiousness. The TWS also showed high internal Table 2 Pearson Correlation Coefficients Between Tws and Measures of Congruent Validity, and Descriptive Statistics of Continuous Study Variables (N = 400) TWS M SD Skewness Kurtosis Meaning in life 0.36** 84.32 16.03 -1.21 -0.48 Psychological flourishing 0.60** 43.52 5.52 2.31 0.32 TWS - 34.4 8.25 -0.58 0.08 Agreeableness 3.58 0.69 -0.45 0.17 Extraversion 3.40 0.86 -0.34 -0.56 Neuroticism 2.78 0.89 0.32 0.27 Openness 3.7 0.73 -0.48 -0.12 Conscientiousness 3.66 0.73 -0.50 0.27 Age 33.3 11.4 1.9 1.31 Note **p < 0.01 AT_173_v2.indd 270 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 271 Paula Pedić Duić and Zvjezdan Penezić Croatian Validation of tvs consistency with a Cronbach alpha value of 0.85 (Ta- ble 3). Furthermore, the inter-item correlations (rit) in Table 3 indicate high relationships between each TWS item and the rest of the scale, suggesting strong inter- -item associations ranging from 0.619 to 0.792. As the table shows, removing any item would not significan- tly improve the scale’s internal consistency reliability. Confirmatory Factor Analysis (CFA) Confirmatory factor analyses of all scales used in re- search are presented in Table 4. The one-factor model of the TWS exhibited an acceptable CFI value; howe- ver, the TLI fell slightly below the acceptable thre- shold. The RMSEA surpassed the recommended limit of ≤ 0.08, suggesting a suboptimal fit. Conversely, the SRMR fell within the acceptable range. Despite the acceptable CFI and SRMR values, the elevated RMSEA and marginally lower TLI imply an inadequate overall fit of this model. In contrast, as proposed in the origi- nal study, the one-factor model of the TWS with mo- difications demonstrated a favourable fit to the data across all utilized fit indices. Furthermore, all items exhibited statistically significant and high factor loa- dings onto the presumed factor, ranging from 0.51 to 0.90 (p < 0.01), as illustrated in Figure 1. The one-factor model of the Meaning in Life Sca- le demonstrated an acceptable CFI and slightly below the threshold TLI value. The RMSEA and SRMR fell within the acceptable range, suggesting a good fit to the data overall. The one-factor model of the Flou- rishing Scale demonstrated acceptable CFI, TLI, and SRMR values, with RMSEA higher than acceptable. However, with simple models with few degrees of freedom, RMSEA tends to increase (Kline, 2011), so the overall model fit was deemed acceptable for the Flourishing Scale. Finally, the five-factor model of the BFI scale showed a poor fit to the data, with CFI and TLI values below the threshold and RMSEA and SRMR values above the acceptable threshold. Despite poor CFA results, the BFI is a widely used instrument across different populations, demonstrating its overall reliability and validity (John & Srivastava, 1999; Soto & John, 2017). Personality traits’ complexity can lead to model fit issues, but alternative methods like EFA often support the BFI structure (Marsh et al., 2010). Additionally, the BFI shows strong reliability and cri- terion validity in various contexts, reinforcing its uti- lity despite CFA limitations (John & Srivastava, 1999; Soto & John, 2017). Measurement Invariance of the TWS Results presented in Table 5 indicate that the configu- ral, metric, and scalar invariance between male and female participants were observed, with the differen- ce in CFI and RMSEA below the standard thresholds (Chen, 2007). Hierarchical Linear Regression Table 6 presents the results of the hierarchical re- gression analysis for tourist psychological well-being as the criterion variable, with the age, personality tra- its, and forms of tourist experiences as separate blocks of predictor variables. No significant contribution of age to tourist psychological well-being was found. After control- ling for age, the second block of variables consisted of the Big Five personality traits, which significantly increased the proportion of explained variance in to- urist psychological well-being by an additional 23%. Specifically, a significant independent contribution of extraversion (β = 0.228), openness (β = 0.263), and neuroticism (β = -0.133) were found. The results indi- Table 3 Inter-Item Correlations, Overall Scale Reliability (Cronbach’s Alpha), and Item Deletion Analysis of Cronbach’s Alpha Coefficients for the TWS, N = 400 Item rit α if item deleted 1 0.664 0.836 2 0.792 0.817 3 0.689 0.832 4 0.714 0.830 5 0.619 0.846 6 0.787 0.818 7 0.684 0.841 8 0.702 0.830 Cronbach’s α for the whole scale 0.849 AT_173_v2.indd 271 12. 3. 25 09:23 272 | Academica Turistica, Year 17, No. 3, December 2024 Paula Pedić Duić and Zvjezdan Penezić Croatian Validation of tvs cate that individuals who are higher in extraversion and openness are more prone to experiencing tourist psychological well-being. In contrast, those higher in neuroticism are less likely to experience tourist psychological well-being. After controlling for age and personality traits, the third block of variables consisted of different forms of tourist experiences, which significantly increased the proportion of expla- ined variance in tourist psychological well-being by an additional 5%. Participation in retreats, volunteer activities, charity engagements, or visits to slums sig- nificantly positively affected psychological well-being. The final regression equation shows that this set of predictor variables (age, Big Five personality dimen- sions, and forms of tourist experiences) can explain 28% of the variance in tourist psychological well-be- ing. Discussion This research had two main goals. First, it aimed to translate, adapt, and validate the Tourism Well-being Scale (TWS) on a Croatian sample. Second, it aimed to identify predictors of tourist psychological well-being. Regarding the first goal, the present research con- firms that the TWS has a consistent factor structu- re with the original version by Garcês et al. (2020). Initially, the one-factor model showed a poor fit, but the model reached an acceptable fit after allowing error correlations between certain items (Table 4), a standard practice in CFA (Brown, 2015). The scale demonstrated satisfactory internal consistency (Ta- ble 3), with the Cronbach’s alpha value exceeding the recommended 0.70 threshold (DeVellis, 2003). The scale also showed congruent validity through positive correlations with psychological flourishing and mea- Table 4 Measurement Models, N = 400 Χ2(df) CFI TLI RMSEA [90%CI] SRMR One-factor model (TWS) 11.344(20)** 0.905 0.867 0.119 (0.098–0.141) 0.055 One-factor model with modifications (TWS) 32.518(12)** 0.978 0.950 0.073 (0.044–0.104) 0.032 Five factor model (BFI) 3487.762 (892)** 0.654 0.633 0.095 (0.092–0.098) 0.112 One-factor model (Meaning in Life Scale) 810.237 (230)** 0.902 0.848 0.08 (0.079–0.085) 0.055 One-factor model (FS) 135.410 (20)** 0.907 0.900 0.134 (−113–0.156) 0.045 Note **p < 0.01 Figure 1 Factor Structure and Loadings of all TWS Items ITEM 1 ITEM 2 ITEM 3 ITEM 4 ITEM 5 ITEM 6 ITEM 7 ITEM 8 0.16 0.04 0.44 0.02 0.24 0.23 0.09 0.90 0.51 0.72 0.81 0.67 0.49 0.54 0.84 TWS AT_173_v2.indd 272 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 273 Paula Pedić Duić and Zvjezdan Penezić Croatian Validation of tvs ning in life (Table 2). Thus, it can be concluded that TWS is a valid and reliable instrument in the Croatian context. Furthermore, this is the first research to test the scale’s measurement invariance, demonstrating that the TWS has configural, metric, and scalar invari- ance across biological sexes (Table 5). The study also examined predictors of tourist psychological well-being, drawing hypotheses from general psychological well-being research (Pourebra- him & Rasouli, 2019; Anglim et al., 2020). The results showed that age did not significantly affect tourists’ psychological well-being, contradicting previous fin- dings that younger individuals report higher psycho- logical well-being (Pourebrahim & Rasouli, 2019). This suggests that the benefits of tourist experiences on psychological well-being may be universal across different age groups, highlighting tourism’s potenti- al as a broadly effective intervention for enhancing psychological well-being. The significant contributi- ons of Big Five personality traits align with existing literature, where extraversion and openness positively predict psychological well-being, while neuroticism negatively predicts it (Joshanloo, 2023; Anglim et al., 2020). Extraverted people are sociable and optimistic (Costa & McCrae, 1992). They might enjoy travel and benefit from it due to its social and exploration components, which aligns with research done by Al- ves et al. (2023). Open individuals, inclined to expe- rience new stimuli with curiosity and willing to try novel activities (Costa & McCrae, 1992), are drawn to diverse tourism motivations. These motivations include experiencing new and different things, fos- tering self-development, and seeking relaxation and bonding experiences (Alves et al., 2023). Such activi- ties enhance their psychological well-being by provi- ding intellectual stimulation, emotional engagement, and meaningful social interactions (Hooker et al., 2019). Conversely, individuals with high neuroticism, who are more prone to stress and negative emotions (Costa & McCrae, 1992), may find the uncertainties and potential challenges of tourism less beneficial to psychological well-being. Agreeableness and consci- entiousness, although fundamental personality traits with significant implications for various life domains, such as physical health (Siegler et al., 2003), academic (Lounsbury et al., 2003), and occupational domain (Sutin et al., 2009) do not seem to influence tourist psychological well-being substantially. Furthermore, this research shows the importance of specific tourist experiences in facilitating tourist psychological well-being. Participating in retreats, vo- lunteer activities, and charity engagements enhances psychological well-being, supporting Smith and Di- ekmann’s (2017) findings that meaningful engagement and altruistic behaviour are associated with greater Table 5 Measurement Invariance Testing of the Tws Across Biological Sexes CFI SRMR Δ CFI Δ SRMR CI1 .989 .031 MI2 .988 .035 .001 .004 SI3 .983 .039 .005 .004 Note CI – configural invariance; MI – metric invariance; SI – scalar invariance Table 6 Results of the Hierarchical Regression Analysis With Criterion Variable Tourist Psychological Well-Being, N = 400 Predictors 1. (β) 2. (β) 3. (β) 1. Sociodemographics Age 0.09 -0.023 2. Personality traits Extraversion 0.228** 0.205** Agreeableness 0.064 0.109 Conscientiousness -0.021 -0.029 Openness 0.263** 0.252** Neuroticism -0.133** -0.144** 3. Tourist-related factors Tourist forma 0.204** ∆R2b 0.23** 0.046** R2c 0.008 0.238** 0.284** Notes a Tourist form: 2 = retreats, volunteer activities, charity engagements, visits to slums; 1 = other forms of tourism; b ∆R² = the contribution of an individual group of predictors to the explained variance; c R² = the total contri- bution of predictors to the explained variance. AT_173_v2.indd 273 12. 3. 25 09:23 274 | Academica Turistica, Year 17, No. 3, December 2024 Paula Pedić Duić and Zvjezdan Penezić Croatian Validation of tvs psychological well-being. Consequently, not all tou- rist experiences are equal; deeper, meaningful intera- ctions and altruistic behaviour in travel destinations may benefit tourists’ psychological well-being. Conclusion To conclude, the TWS exhibited reliability, congruent, and construct validity. It also demonstrated configu- ral, measurement, and scalar invariance across bio- logical sexes. The results of hierarchical regression analysis revealed that extraversion and openness po- sitively predict tourist psychological well-being, while neuroticism negatively impacts it. Some tourism acti- vities, like retreats or volunteer engagements, also in- crease tourists’ psychological well-being. This study has several scientific contributions. Firstly, it showed that the TWS is a valuable and reli- able tool for assessing tourist psychological well-be- ing in Croatian samples. Researchers can now use this tool as a reliable measure of Croatian tourists’ psychological well-being, which adds to and enhan- ces the scale’s applicability in cross-cultural research. Secondly, this research identified key personality tra- its and specific tourism activities that impact tourists’ psychological well-being. These findings add to the growing body of literature on the effects of tourism on well-being and provide practical insights for the tourism industry. For instance, promoting activities such as retreats and volunteer engagements can sig- nificantly boost tourists’ psychological well-being, making them more likely to revisit and recommend the destinations. Some limitations of this research should be noted. The study aimed to identify predictors of psychologi- cal well-being due to tourism experiences but used a cross-sectional design, thus limiting the predictive power of identified predictors. Another limitation regarding predictors of tourist psychological well- -being is the binary response form of the question related to different touristic forms and activities. Fu- ture studies should use a variety of touristic activities and tourism forms, test their relationship with tou- rist psychological well-being, and compare the we- ight of each form on tourist psychological well-being. Another suggestion for future studies is to validate the scale in other cultures and compare different cul- tural contexts to understand the effects of culture on the psychological well-being of tourists. It would also be beneficial to explore the long-term effects of tou- rism on psychological well-being using longitudinal designs. References Al-okaily, N. S., Alzboun, N., Alrawadieh, Z., & Slehat, M. (2023). The impact of eudaimonic well-being on experi- ence and loyalty: A tourism context. Journal of Services Marketing, 37(2), 216–231. Alves, P., Martins, H., Saraiva, P., Carneiro, J., Novais, P., & Marreiros, G. (2023). Group recommender systems for tourism: How does personality predict preferences for attractions, travel motivations, preferences, and con- cerns? User Modeling and User-Adapted Interaction, 33, 1141–1210. Anglim, J., Horwood, S., & Smillie, L. D. (2020). Predicting psychological and subjective well-being from perso- nality: A meta-analysis. 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Advantages and disadvantages of Internet research surveys: Evidence from the literature. Journal of Travel Research, 58(4), 633–641. AT_173_v2.indd 276 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 277 Original Scientific Article Acculturation Research in Residential Tourism Gabriela Uslu Cibere Alanya Alaaddin Keykubat University, Turkey gabriela.uslucibere@gmail.com Kemal Kantarcı Hoca Ahmet Yesevi International Turkish-Kazakh University, Kazakhstan Alanya Alaaddin Keykubat University, Turkey kemal.kantarci@alanya.edu.tr Murat Alper Basaran Alanya Alaaddin Keykubat University, Turkey murat.basaran@alanya.edu.tr Yakup Uslu Selcuk University in Konya, Turkey yakup@yakupuslu.com Although the acculturation theory has been tested in tourism, there are almost no empirical studies in residential tourism. It needs to be clarified whether the general assumptions of the acculturation theory can be applied or whether the specifics of residential tourism call anew for an evaluation of the preconditions of acculturation theory in this setting. The existing studies, however limited, are misleading. This article calls attention to this fact and shows the necessity of testing the presumptions of acculturation theory in residential tourism before further research is conducted. A questionnaire research was conducted among residential tourists in Alanya. A total of 489 questionnaires from over 12 countries were included, reflecting the re- sidential market in Alanya. The preference for a specific acculturation strategy was tested in relation to the influencing factors and level of satisfaction with life in the destination. The most preferred strategy by international residential tourists was integration, followed by assimilation and marginalisation. The strategy preference was influenced by demographic characteristics, holiday behaviour factors, second home characteristics, personality traits, and level of knowledge about Turkish cul- ture. The overall level of satisfaction with life was 4.3 out of 5, which implies a very high level of satisfaction. Following limited previous research, the article uncovers the pitfalls and proposes a more suitable approach for acculturation research in this area. If the unique circumstances of residential tourism are taken into considerati- on, the study reveals some results that oppose the general acculturation theory and thus calls for further research. Keywords: residential tourism, acculturation, Alanya, acculturation in tourism, residential tourists’ acculturation https://doi.org/10.26493/2335-4194.17.277-291 Introduction The acculturation of international residential tourists is a relatively untouched field that has captured the attention of very few researchers. During their pro- longed stay in the destination, residential tourists are under the influence of the foreign culture. The diffe- AT_173_v2.indd 277 12. 3. 25 09:23 278 | Academica Turistica, Year 17, No. 3, December 2024 Gabriela Uslu Cibere et al. Acculturation Research in Residential Tourism rences between residential and mass tourists are suffi- ciently profound to form a separate research sample. However, while the acculturation theory has been te- sted in the field of tourism, the motivations, relations and results of this process have not yet been evaluated in terms of residential tourism. The current state of the literature on the topic stems from a limited number of studies, all of them based on the same methodology, which leads to misleading in- terpretations of the results. By choosing an approach based on calculating the acculturation level and ado- pting a simple scale, the current studies´ findings lead to misinterpretation when general acculturation the- ory assumptions are applied. This article shows how discrepancies with general acculturation theory can be revealed by selecting an approach and instruments suitable for residential tourism. The article includes a preliminary evaluation of fundamental relations wit- hin the concept of acculturation to illustrate such di- screpancies. The article aims to call attention to the current state of the literature as well as accentuate the necessity to reevaluate the assumptions of the general acculturation theory in residential tourism. It is me- ant as a preamble to further studies, setting the tone of the research rather than a full-scale research article. Theoretical Background Nowadays, as a result of globalisation, an increase in income and leisure time, change in consumption pa- tterns, easier accessibility of foreign destinations, and other factors, it is common for people from different cultures to live in the same region. Such a society com- prises various groups defined by the voluntariness of contact with another culture, the time frame of their stay and whether the contact happens in their place of living or outside. Berry (1990) categorised such a so- ciety into 6 basic groups that may coexist in the same space and influence each other, i.e. indigenous pe- ople, ethnocultural groups (descendants of previous immigrants), migrants, temporary stayers or guests, refugees, and asylum seekers. This article focuses on temporary stayers or so-called sojourners, including international residential tourists. Like all the above-mentioned groups, internati- onal residential tourists undergo the process of ac- culturation when in different cultural environments for a certain period of time (Berry, 2005). Although acculturation has been defined differently over time (Powell, 1883; McGee, 1898; Simons, 1901; Maldona- do & Tansuhaj, 1998), the most commonly accepted definition may be considered that by Redfield et al. (1936). The authors define acculturation as a process that results in changes in the original cultural patterns of individuals or groups with different cultures due to continuous first-hand contact with a different culture. Each group or individual experiences the accultu- ration process in a different way. As Berry (1992) sta- tes, although there is no single acculturation model, different strategies and outcomes lead to successful or unsuccessful long-term adaptation. The first accul- turation model was the unidimensional model of ac- culturation by Gordon (1964), which operates on the assumption that for one to adopt the host culture, one must give up one’s culture of origin. This approach was controverted by Berry (1992, 1997), who introdu- ced the bidimensional acculturation model, in which the cultures are not exclusive. It varies in its assumpti- on that one can maintain one’s culture of origin and adopt the new mainstream culture to a certain extent. The extent then identifies one of four acculturation strategies, i.e. assimilation, integration, separation, or marginalisation, which an individual prefers in a new cultural environment. Although it is the most com- monly used acculturation model today, the matter of how many dimensions accurately express the accultu- ration process still needs to be clarified (Miller, 2007). As a consequence of rising diversity in hosting so- cieties, cosmopolitanism development and migration changes, the tridimensional and multidimensional acculturation constructs have been introduced in the literature. For example, the 3D model of acculturation of Black Caribbean immigrants in the USA by Fergu- son and Bornstein (2013) is based on a simultaneous orientation toward three cultures within a multicul- tural society. In the tridimensional process-oriented acculturation model TDPOM (Wilczewska, 2023), the third dimension of cultural creation is introduced in addition to Berry´s maintenance of original culture and adoption of host culture. Navas et al. (2005) ela- borated the two-dimensional model into the Relative AT_173_v2.indd 278 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 279 Gabriela Uslu Cibere et al. Acculturation Research in Residential Tourism Acculturation Extended Model RAEM, which follows the two main dimensions of Berry but expands them into seven subdimensions (political, work, economic, family, social, religion, and ways of thinking) and dis- tinguishes between ideal and actual orientation. Regardless of the model, the final part of the accul- turation process includes adaptation as a long-term acculturation result. It reflects how successfully an individual adapts to the new culture when they apply specific acculturation strategies. It can be divided into psychological and sociocultural adaptation (Ward, 2001; Sam & Berry, 2006) or psychological (feeling well), sociocultural (doing well) and intercultural (relating well) adaptation (Schwartz & Unger, 2017). Integration is generally the most preferred accultura- tion strategy as it is considered the most efficient in relation to psychological and sociocultural adaptation (Berry et al., 2022; Ward & Szabo, 2019; Yoon et al., 2013; Berry, 2006). With assimilation and separation somewhere in the middle in most studies, marginali- sation is the least preferred, with a negative percepti- on (Berry, 2006). LaFromboise et al. (2010) state con- cerning marginalisation that ‘a lack of identification with any culture is problematic’. Marginalisation stra- tegy is related to the lowest levels of adaptation (Sam & Berry, 2006), higher levels of acculturative stress (Schmitz & Schmitz, 2022), cultural conflict, and dys- functional and deviant behaviour (Berry, 2005). Choy et al. (2021) in their research state that marginalisation has the worst effects on the mental health of migrants. Similarly, in the study of Schmitz and Schmitz (2022), lower life satisfaction, poor ability for psychological adjustment, low self-esteem, depression and psycho- somatic problems were related to the marginalisation strategy. Acculturation in Tourism It is a fact that tourism destinations are regions that are directly subject to cultural interaction. Despite this, the theory of acculturation has not been suffi- ciently researched in the field of tourism (Özekici & Ünlüönen, 2019). The past studies have proven that tourists are also a part of acculturation (Doǧan, 1989; Penaloza, 1989). The two-dimensional acculturati- on model was proven suitable for tourism in a study conducted on Chinese, German and American touri- sts who have visited or will visit Australia (Rasmi et al., 2014). Doǧan (1989) applies the two-dimensional acculturation model to the concept of tourist consu- mption. Various aspects have been examined in relation to acculturation in tourism, such as the shopping behavi- our of second-home tourists (De-Juan-Vigaray et al., 2013; De-Juan-Vigaray et al., 2021), consumption ac- culturation between immigrants and tourists (Sevim & Hall, 2016), participation in tourism and its con- tribution to acculturation (Cruz & Buchanan-Oliver, 2017), acculturation and tourist satisfaction (Zhang et al., 2018), and the relationship between acculturation strategies and behavioural preferences, destination se- lection, holiday activities and individual characteristi- cs (Rasmi et al., 2014). Although the topic of accultu- ration in tourism has been addressed by several other researchers (Berno & Ward, 2005; Rasmi et al., 2014), the field of acculturation of international residential tourists has remained relatively untouched. Residential tourism has gained in numbers and importance during the last decades. It accounts for a significant number of tourists in countries like Spain or Turkey. International residential tourism creates an important tourist movement and surpasses official accommodation establishments regarding the num- ber of overnight stays in some destinations (Okuyu- cu & Somuncu, 2015). During their prolonged stay in the destination, residential tourists create a significant economic effect as a specific consumer group for tou- ristic and non-touristic products (Casado-Diaz, 1999; Kozak & Duman, 2011). Compared to mass tourists they show many differences (Müller, 2002a; Hall & Müller, 2004; Barrantes-Reynolds, 2011). Those inclu- de usually longer stays for vacation or temporary re- sidence purposes, a preference for previously known destinations, a special bond with the place where the second home is located, lower seasonality, repeated visitations, high loyalty, connection to the real esta- te sector, dependence on a certain life standard, and usually a higher age and income tourist profile. In conclusion, international residential tourists (herei- nafter referred to as IRTs) create a substantial group AT_173_v2.indd 279 12. 3. 25 09:23 280 | Academica Turistica, Year 17, No. 3, December 2024 Gabriela Uslu Cibere et al. Acculturation Research in Residential Tourism significantly different from mass tourists to form a se- parate research group. Due to their prolonged stay in a destination, IRTs are expected to be exposed to the influence of a di- fferent culture to a greater extent than mass tourists. Despite this conclusion, the question of how IRTs are influenced and to what end has remained unanswered in the literature. To date, the only research that covers the topic of acculturation of IRTs to a limited extent is the research of De-Juan-Vigaray and her colleagues (De-Juan-Vigaray et al., 2013; De-Juan-Vigaray & Ga- rau-Vadell, 2015; De-Juan-Vigaray et al., 2021). Howe- ver, several aspects of the approach and conclusions of this study need to be addressed in order to prevent simplification and misinterpretation of such a com- plex process. This study aims to elaborate on aspects that should be considered in future studies of the acculturation of IRTs compared to the work of De-Juan-Vigaray et al. (De-Juan-Vigaray et al., 2013; De-Juan-Vigaray, 2015; De-Juan-Vigaray et al., 2021). Secondly, the study pre- sents the results of research on IRTs and their accul- turation in Alanya conducted in accordance with the proposed methods. The Critical Aspects in the IRTs’ Acculturation Research This article was written in response to the work of De- -Juan-Vigaray and colleagues (De-Juan-Vigaray et al., 2013; De-Juan-Vigaray, 2015; De-Juan-Vigaray et al., 2021), who conducted the first studies concentrating on international residential tourists and acculturation. The authors were the first to recognise the importance and difference of IRTs and the need to examine their acculturation as a separate research sample. However, some aspects need to be pointed out when conside- ring their conclusions. As the unique aspects and re- lations within the acculturation process in residential tourism remain unknown, it is critical to carefully consider the selected instrument and the suitability of the approach of calculating the acculturation level. The previous research was based on calculating the acculturation level of international residential tourists. The results of the study of De-Juan-Vigaray et al. (De-Juan-Vigaray et al., 2013; De-Juan-Vigaray, 2015; De-Juan-Vigaray et al., 2021) state that IRTs have a very low level of acculturation with an acculturati- on score of 0.16 out of a range between 0 and 1. The low score is interpreted as the preference of IRTs for preserving their own culture, which in turn points to the preference for the separation or marginalisation strategy. In general acculturation literature, extensi- ve research about acculturation strategies exists in relation to acculturation outcomes and adaptation. As mentioned above, the marginalisation strategy is the least desired strategy because of its connection to a variety of negative outcomes such as low level of adaptation, acculturative stress, conflict, deviant be- haviour, depression, low self-esteem, or low life satis- faction (Berry, 2006; Sam & Berry, 2006; LaFrombo- ise et al., 2010; Choy et al., 2021; Schmitz & Schmitz, 2022). The marginalising individuals have been found to show higher neuroticism, psychoticism, impulsi- vity or aggression-hostility traits. In a study of older Chinese adults in Chicago (Dong et al., 2015), mar- ginalisation was related to lower overall health status and quality of life. In conclusion, the overall image of marginalisation painted in the acculturation literature is not consistent with the reality of residential tourism and the results of the study of De-Juan-Vigaray et al. (De-Juan-Vigaray et al., 2013; De-Juan-Vigaray, 2015; De-Juan-Vigaray et al., 2021) regarding IRTs. Unlike immigrants, international residential tourists willin- gly enter a different cultural environment for a desired period of time. Usually, they are in a better economic position than the local population and represent a so- urce of income for the destination. The local popu- lation thus generally has a positive attitude towards the residential tourists. As the study presented further shows, marginalisation may be a successful accultura- tion strategy in the case of IRTs. This brings forth the argument of Schwartz and Unger (2017) about the suitable approach in accultu- ration studies. According to the authors, calculating an acculturation level in acculturation studies may lead to misinterpretation of results. It is argued that terms such as low or high acculturation level only re- flect the level to which a new culture is accepted by an individual or a group. As such, the terms ‘high level of acculturation’ and ‘low level of acculturation’ in re- ality reflect ‘high level of assimilation’ and ‘low level AT_173_v2.indd 280 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 281 Gabriela Uslu Cibere et al. Acculturation Research in Residential Tourism of assimilation’, respectively, and therefore they shou- ld not refer to acculturation as a whole. According to Berry (2006), it is not possible to estimate a level of acculturation but the level of support for individual acculturation strategies only. In the case of IRTs with their unique position between locals, tourists and immigrants, the relati- ons between orientations, acculturation strategies and their success in adapting successfully to a new envi- ronment have yet to be examined. Accepting the new culture may be the preferred orientation in general acculturation theory when it comes to immigrants. However, to make any conclusions about accultura- tion of IRTs based solely on the level to which they accept the new culture may be misleading, especially without defining the relations within the process and relations to the results of the complex phenomenon of acculturation of this specific group. That is why the current study of IRTs in Alanya, Turkey, centres on measuring the preference for individual acculturation strategies in relation to influencing factors and results of the acculturation process. Another issue of tourism acculturation studies is the lack of instruments. There has yet to be a specific acculturation scale for IRTs. The researchers depend on adopting general acculturation scales. The scale used in the study of De-Juan-Vigaray et al. (De-Juan- -Vigaray et al., 2013; De-Juan-Vigaray, 2015; De-Juan- -Vigaray et al., 2021) was the scale of Lerman et al. (2009), which is said to have been adopted for IRTs. After closer inspection, however, the scale may be ar- gued to be highly unsuitable for the segment of IRTs. Four of the six items in the scale are oriented towards the language skills of IRTs. Specifically, the language spoken with friends and the language in which IRTs watch TV, read newspapers and magazines and tell jokes. The IRTs are not required to learn the local lan- guage as is often the case with immigrants; neither do they need to. In a developed residential tourism de- stination, the locals speak the languages of the major groups within IRTs. Furthermore, due to the tempo- rality of their stay in the destination and easy access to communication channels and media in their home country via the Internet, it can be expected that the IRTs retain a relationship with their home country, fri- ends, and media. The remaining two items of the scale refer to social interactions and examine the origin of closest friends and people with whom IRTs attend so- cial events. None of the items specify that they refer to people with whom the IRTs socialise while in the destination. Otherwise there is a high probability that their closest friends are still those in their home co- untry. In conclusion, measuring acculturation based on a scale that focuses solely on language skills and ethnic origin of the closest social circles of a group that moves only semi-permanently to a new destinati- on is very narrow-profiled and does not have any real explanatory value. As pointed out by Özekici and Ünlüönen (2019), the extent to which the acculturation theory can be applied to the concept of tourism, its basic assumpti- ons, and explanatory power remain unknown when it comes to the specific conditions of tourism. The same applies to residential tourism. It is imperative that tourism researchers refrain from simplifying such a complex phenomenon as acculturation in their future studies. Simply applying a general construct without considering the specific differences between residen- tial tourists and other acculturating groups may lead to misinterpretation and misleading results. An empirical study is presented to underline the necessity of reevaluating the acculturation process and its assumptions in the specific circumstances of residential tourism. By testing the basic relationship between influencing factors, acculturation strategies, and adaptation success, the article illustrates discre- pancies with general acculturation theory. The results clearly support the argument that applying the metho- dology and general assumptions from acculturation studies in other fields has no real explanatory value. The Study of IRTs in Alanya Turkey Since the 1950s, Alanya has steadily become one of Turkey’s most frequented sand-sea-sun tourism desti- nations. In parallel with mass tourism, residential tou- rism has been growing rapidly since opening the mar- ket to foreign buyers in 2003. Since then, over 40,000 houses have been sold to foreigners in Alanya up to the end of 2020 (Alanya Chamber of Commerce and Industry, 2021). For years, Alanya has been among the AT_173_v2.indd 281 12. 3. 25 09:23 282 | Academica Turistica, Year 17, No. 3, December 2024 Gabriela Uslu Cibere et al. Acculturation Research in Residential Tourism first 3 cities, along with Istanbul and Ankara, where the most properties are sold to foreigners every year. It ranked second after Istanbul in 2021, with 12,384 houses sold to foreigners that year (Turkish Statistical Institute, 2022). Methodology The research population was defined as international residential tourists using the second homes sold to foreigners within the borders of the Alanya district. Due to the lack of any statistical data on residential tourism, the research sample was calculated based on the statistics of house sales to foreigners in Alanya. A stratified sampling method was used in the study ba- sed on the number of houses sold to foreigners within the borders of the Alanya district. Alanya is a multi- -national destination where international residential tourists cannot be reduced to one or two nationalities. According to statistics from the Alanya Chamber of Commerce and Industry (2021), citizens from 87 different countries have bought a property in Alanya up to the end of 2020. Nationalities with at least 1,000 second homes sold determined the strata (Table 1). Despite its significant representation, Iraqi citizens were counted under the ‘Other’ category in the study because of the difficulties in reaching them and their unwillingness to participate. In its place, United Kin- gdom was included as a separate group near the 1,000 properties border. A questionnaire was designed to collect data. The snowball sampling method was preferred for data co- llection in the study. To reflect the tourism movement created by second homes, three international residen- tial tourist groups, namely homeowners, guests, and tenants (Müller, 2002b), were included in the study. The questionnaire was translated into English, Ger- man, Russian, Arabic, and Persian by professional translators or bilingual academicians using the reverse translation method for translation accuracy control. The data were collected online and offline. The online questionnaire was distributed to international residential tourists via e-mail or WhatsApp with the help of local real estate companies, the Real Estate Professionals Association and members of the Alanya Foreigners Council. Printed versions of the questio- nnaires were distributed to selected apartments with T 1 Table 1 Distribution of the Research Sample Nationality Properties sold to foreigners in Alanya (inc. 2020) Sample Total % Total % Russia 8,926 22.3 102 20.7 Germany 4,549 11.4 53 10.8 Norway 3,987 9.9 50 10.1 Sweden 3,008 7.6 39 7.9 Denmark 2,916 7.3 32 6.5 Holland 1,813 4.5 19 3.9 Ukraine 1,702 4.3 20 4.1 İran 1,642 4.1 32 6.5 Finland 1,443 3.6 19 3.9 Kazakhstan 1,239 3.1 18 3.7 Ireland 1,070 2.7 11 2.2 United Kingdom 959 2.4 20 4.1 Other 6,756 16.8 74 15.2 Total 40,010 100 489 100 AT_173_v2.indd 282 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 283 Gabriela Uslu Cibere et al. Acculturation Research in Residential Tourism high concentrations of foreigners and service provi- ders frequented by international residential tourists such as tourist shops, restaurants, beach buffets, pool restaurants, hairdressers and Turkish bath service providers. Between May and August 2022, a total of 511 qu- estionnaires were collected, 489 of which were inclu- ded in further analysis. As Table 1 shows, the share of individual countries in the research sample approxi- mately corresponds with the representation of each country in the total number of properties sold to fo- reigners. It is considered the most adequate way of representing the research population as there are no other statistical data even remotely related to residen- tial tourism in Alanya. This fact is also considered the biggest limitation of the research. The Design of the Questionnaire In accordance with the arguments of Berry (2006) and Schwartz and Unger (2017), the questionnaire was designed to establish international residential tourists´ preference for acculturation strategies. A shortened form of the Acculturation Strategies Scale of Berry et al. (1987), whose usability in the field of tourism has been proven by Rasmi et al. (2014), was applied. Each of the four statements was adapted to Turkey and Turkish culture and represented one of the acculturation strategies, i.e. integration, assimila- tion, separation and marginalisation. The preferences were further studied in relation to influencing factors and level of satisfaction with life in the destination. The factors influencing the acculturation process were selected from general acculturation literature as well as obtained from the specific circumstances of residential tourism. This question pool included demographic information and holiday habits asso- ciated with acculturation (Berry, 1997; Berry & Sam, 1997; Chung, 2001; Horenczyk & Munayer, 2005; De- -Juan-Vigaray et al., 2021). The first eight questions determined nationality, gender, age, marital status, education level, occupation, monthly household in- come and population of the place of residence. The holiday habits-related questions included the number of visits to Alanya in a year, the total duration of stay, the preferred months, and the method of staying in Turkey. As the point where residential tourists differ from general tourists is in terms of their accommo- dation, questions collecting second home informati- on were added to the questionnaire. This section in- cluded questions regarding the relationship with the second home, the year of purchase or first rental, the type and size of the second home, and the reasons for choosing a second home instead of a hotel. Further pre-existing factors derived from the literature resear- ch included prejudice (Berry, 1997), personality traits (Berry, 1997; Berry & Sam, 1997; Celenk & Van de Vij- ver, 2011), perceived cultural similarity (Rasmi et al., 2014; Piontkowski et al., 2000), experience with the new culture, level of knowledge and language profici- ency (Berry & Sam, 1997). Finally, questions to evaluate acculturation results, i.e. level of success of adaptation, were included in the study. Taking into consideration the classification of adaptation by Schwarz and Unger (2017), psychologi- cal and intercultural adaptation were evaluated in the study, while the sociocultural adaptation questions re- lated to work or school were not included. The questi- ons representing psychological or internal adaptation evaluate satisfaction with life in Alanya, stress level or tendency to depression. Intercultural adaptation in- cludes questions that evaluate the level of satisfaction with socialising with Turks and whether there are pro- blems in handling daily tasks. The validity and reliability of the measurement tool was evaluated by calculating Cronbach Alpha co- efficients. The Cronbach Alpha coefficient was 0.857, indicating that the scale was highly reliable (Kalaycı, 2016: 405.) The Results of the Acculturation of International Residential Tourists Study in Alanya The p-value calculated at the 0.05 significance level in the Pearson Chi-square test was used to examine a relationship between the preferred acculturation stra- tegy and the participants’ demographic information, holiday habits, and second home-related information. Table 2 shows the participants’ demographic profiles. According to the study’s results, integration was the widely preferred acculturation strategy among international residential tourists in Alanya (82.2%), AT_173_v2.indd 283 12. 3. 25 09:23 284 | Academica Turistica, Year 17, No. 3, December 2024 Gabriela Uslu Cibere et al. Acculturation Research in Residential Tourism Table 2 The Demographic Information of the Participants Sum Share (%) Gender Female 319 64.7 Male 174 35.3 Age 18–24 10 2.0 25–34 33 6.7 35–44 111 22.5 45–54 119 24.1 56–64 131 26.6 65+ 89 18.1 Marital Status Single 50 10.1 Married without children 49 9.9 Married with children (< 18) 102 20.7 Married with children (> 18) 122 24.7 Married with children (<> 18) 42 8.5 Widowed 35 7.1 Divorced 85 17.2 Education Primary school 14 2.8 High School 143 29.0 University 213 43.2 University–post graduate 118 23.9 Occupation Government Official 58 11.8 Private Sector 143 29.0 Self-employed 111 22.5 Housewife 23 4.7 Retired 95 19.3 Unemployed 14 2.8 Student 9 1.8 Monthly Household Income (EUR) < 50 32 6.5 751–1,500 90 18.3 1,501–2,250 105 21.3 2,251–3,000 83 16.8 > 0,000 167 33.9 Population of hometown Up to 50,000 97 19.7 50,001–200,000 125 25.4 200,001–500,000 62 12.6 500,001–1.5 mil. 74 15.0 Over 1.5 mil. 130 26.4 AT_173_v2.indd 284 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 285 Gabriela Uslu Cibere et al. Acculturation Research in Residential Tourism followed by assimilation (9.9%) and marginalisation (6.9%). The share of the separation strategy below 1% excluded this strategy from further analysis. Among the demographic information, a relation- ship between the preferred acculturation strategy and nationality (p = 0.000), age (p = 0.047), marital status (p = 0.000), education level (p = 0.014), occupational category (p = 0.000), household income level (p = 0.031) and the population of the city of permanent residence (p = 0.000) was found. A Biplot chart from the corre- spondence analysis was used to examine the relation- ships confirmed with the Pearson Chi-square test. The results show that participants from Ukraine and Finland tend to prefer the marginalisation strate- gy more than other strategies compared to other na- tionalities. The Dutch and British have been found to be closer to the assimilation strategy than other natio- nalities, while participants from other countries tend to prefer the integration strategy. The confirmed relationship between an accultura- tion strategy and age shows that participants between the ages of 25 and 34 are closer to the marginalisation strategy than other participants. Participants between the ages of 45 and 54 are in a position between inte- gration and assimilation. The remaining age groups seem to prefer the integration strategy over assimilati- on and marginalisation. It was found that participants who were married and had children under the age of 18 tended to prefer the assimilation strategy compared to other strategies. The married participants whose children are both un- der and over 18 are closer to the marginalisation stra- tegy. The other participant groups were found to have a preference for the integration strategy. Considering the education level, university gradu- ates and postgraduates are associated with the inte- gration strategy. High school graduates are in a posi- tion between integration and assimilation, while the marginalisation strategy does not appear to be related to the education level of participants. The results further show that self-employed par- ticipants prefer the assimilation strategy rather than integration and marginalisation. The unemployed participants tend toward the marginalisation strategy, while the rest of the occupation groups prefer inte- gration. Participants with low monthly household income (income 750 euros or less) were found to be the group that preferred the marginalisation strategy the most. Participants with medium monthly household income (751–2250 euros) are positioned between assimilation and integration strategies. Finally, the participants with high income levels (monthly household income of 2,251 euros and more) tend to prefer the integration strategy over marginalisation and assimilation. Participants from cities with lower populations (less than 50,000 or between 50,000 and 200,000) were the closest to the integration strategy compared to the other strategies. Participants from cities with medium population density (between 200,000 and 500,000) seem to prefer the assimilation strategy the most. It was concluded that participants from metro- politan cities were interested in two strategies. While those from cities with a population of 500,000 to 1.5 million prefer the integration and assimilation strate- gy, those from metropolitan cities with a population of more than 1.5 million seem to be associated with integration and marginalisation strategies. Among the participants’ holiday habits, accultura- tion strategies are related only to the number of visits to Alanya within a year (p = 0.007). It was concluded that participants who travel to Alanya once, twice or three times a year tend to prefer the integration stra- tegy. Those who come to Alanya 4 times a year were the most associated with the assimilation strategy. The most frequent visitors (5 times per year or more) were found to have no clear strategy preference as they were approximately the same distance from all three strategies. No relation to participants´ duration of stay, preferred months or the method of staying in Turkey was confirmed. The relationship between acculturation strategies and second-home characteristics was tested by cal- culating the p values of the Pearson Chi-square test. According to the findings, a significant relationship exists between preferred acculturation strategies and the type of relationship with second homes (p = 0.021). Relationship types with second homes were defined as owners (54.8%), guests (21.3%) and tenants (23.3%) to AT_173_v2.indd 285 12. 3. 25 09:23 286 | Academica Turistica, Year 17, No. 3, December 2024 Gabriela Uslu Cibere et al. Acculturation Research in Residential Tourism better reflect the complex movement within residenti- al tourism. The second-home owners and their guests who stay for free with the owner’s permission tend to prefer the integration strategy to other strategies. Second-home tenants who stay for a fee are closer to the assimilation strategy than the integration or mar- ginalisation strategy. Parallel to the duration of stay, the year of purcha- sing the second home or renting for the first time did not have a significant effect on the preferred accultu- ration strategy. Although the Chi-square test poin- ted toward a relationship between the acculturation strategy and the size of the second home, the Biplot chart from the correspondence analysis revealed only a relation to the integration strategy. The reasons for preferring a second home to a hotel during the stay in Turkey were tested using the Kruskal-Wallis inde- pendent samples test. The results showed that econo- mic reasons (p = 0.008), the opportunity to be closer to Turkish culture (p = 0.000) and the familiarity with the environment factor (p = 0.048) have a significant effect on the acculturation strategy. Furthermore, a one-way analysis of variance was used to determine whether there was a significant difference in the participants’ acculturation strategy from the perspective of their preconditions identi- fied in the literature. Personality traits were studied using the Big Five personality dimensions model (Schmitz, 1994; Ones & Viswesvaran, 1999; Ward et al., 2004; Caliguiri, 2017) and the Ten-Item Persona- Table 3 Analysis of Differences in Other Acculturation Preconditions According to acculturation strategies, there is a significant difference in the level of experience with Turkish culture. Variance homogeneity test p = 0.691 ANOVA p = 0.626 (no difference among groups, x=2.84) There is a significant difference in the level of language proficiency according to acculturation strategies. Variance homogeneity test p = 0.152 ANOVA p = 0.668 (no difference among groups, x=2.20) There is a significant difference in perceived cultural similarity according to acculturation strategies. Variance homogeneity test p = 0.288 ANOVA p = 0.371 (no difference among groups, x=2.57) There is a significant difference in the opinion on Turkish culture according to acculturation strategies. Variance homogeneity test p = 0.549 ANOVA p = 0.035 Tukey test Group 1 Group 2 Marginalisation (x = 4.03) Assimilation (x = 3.76) Integration (x = 3.58) There is a significant difference in the level of knowledge about Turkish culture according to acculturation strategies. Variance homogeneity test p = 0.000 ANOVA p = 0.047 Games-Howell test Group 1 Group 2 Marginalisation (x = 3.94) Assimilation (x = 3.23) Integration (x = 3.56) Note x - average score value out of 5 AT_173_v2.indd 286 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 287 Gabriela Uslu Cibere et al. Acculturation Research in Residential Tourism lity Inventory scale (Gosling et al., 2003). Following the results, there is a significant difference in extra- version, conscientiousness, neuroticism and openness among the five personality traits included in the study. The participants with extroversion characteristics have a higher tendency to marginalisation and assi- milation, while more introverted participants prefer the integration strategy. The participants with strong conscientiousness traits are prone to marginalisation and integration strategies, while participants with less dominant conscientiousness traits prefer the assimila- tion strategy. It was found that participants with high neuroticism were more prone to the assimilation stra- tegy. Although there was a difference between accul- turation strategies in terms of openness, the Post-hoc tests did not determine the source of the difference. As can be seen from the results, the level of prior experience with Turkish culture, language proficiency or perceived cultural similarity was found to show no significant differences among the acculturation stra- tegies. The opinion on Turkish culture was intended to measure the level of prejudice and was scored on a scale from 0 to 5. The higher the score, the more positive the opinion. The findings show that a posi- tive opinion towards Turkish culture was found to be more strongly associated with the marginalisation strategy. When the opinion on Turkish culture scored in the middle range, it was more inclined towards in- tegration and assimilation strategies. Similarly, parti- cipants with a high level of knowledge about Turkish culture were more prone to marginalisation. When the knowledge about the Turkish culture was at a medium level, assimilation and integration strategies were preferred. The level of satisfaction with life in Alanya reflects the level of adaptation that is the result of the accultu- ration process. The average satisfaction level for each participant was found by calculating the average score of 6 statements evaluating psychological and intercul- tural adaptation. A one-way analysis of variance did not find a significant difference in the level of satis- faction with life in Alanya in terms of acculturation strategies. The level of satisfaction was very high re- gardless of the strategy. The average satisfaction level of IRTs with their life in Alanya was 4.34 out of 5. In T 3 conclusion, the adaptation of IRTs in Alanya can be considered highly successful whether they prefer the integration, assimilation, or marginalisation strategy. Conclusion and Discussion This study of IRTs in Alanya, Turkey, attempts to show a way for further acculturation studies in the field of residential tourism. The circumstances of residential tourism are significantly different from those of mass tourism and other settings in which the acculturation process happens. That is why it is important to appro- ach the phenomenon of acculturation in residential tourism as new and examine the functions and rela- tions within the process to confirm the conclusions of general acculturation theory or reveal the differences. The study of IRTs in Alanya shows that integration was the most preferred strategy by IRTs. It was fol- lowed by assimilation and marginalisation with close to zero preference for separation. This corresponds with the previous research of Rasmi et al. (2014), who successfully tested the bidimensional acculturation model in tourism. In accordance with the present study, the integration strategy was the most common among tourists (36% share), followed by marginali- sation and assimilation. Both studies confirmed that the separation strategy was the least preferred among tourists and residential tourists. The strategy preference was influenced by several demographic characteristics, and some of the holiday habits and second home characteristics included in the study. Contrary to De-Juan-Vigaray et al. (2021), the current study reveals that IRTs who stay in Alanya for a short or long period of time do not tend to a specific acculturation strategy. The duration of stay does not play any role in their choice of assimilation, integration or marginalisation strategy. This result supports the study of Sam and Berry (2006), who ar- gue that in acculturation theory, it is not the duration of contact with a different culture that is important, but the changes that occur. Parallel to the findings, the year of a property purchase or of first property rental in the destination was also found to have no effect on strategy preference. The relation of IRTs to their second homes substan- tially influenced their choice of acculturation strate- AT_173_v2.indd 287 12. 3. 25 09:23 288 | Academica Turistica, Year 17, No. 3, December 2024 Gabriela Uslu Cibere et al. Acculturation Research in Residential Tourism gies. Accommodation in second homes is the main factor distinguishing residential tourists from other tourists. As emphasised by Hall and Müller (2004), the tourism movement created by second homes is not limited to homeowners. Family, friends, guests and tenants of second homeowners also contribute to the tourism movement. As the study results present, the second home owners, guests and tenants do not share the same preference for acculturation strategy. This fact should be taken into consideration when researching the acculturation in residential tourism. This study is the first to recognise the need to extend the research sample beyond the homeowners to bet- ter capture the tourism movement generated by resi- dential tourism. As the results differ among the indi- vidual groups of residential tourists, not only second home owners but also their guests staying for free and tenants staying for a fee should be included in the re- search sample in future studies. As to the other acculturation preconditions, seve- ral points need to be addressed. Ward et al. (2004) cla- im that adaptation is related to personality traits while Schmitz (1994) also states that personality traits play a significant role in the choice of acculturation strate- gies. The results of the study confirm this fact as well. The level of experience with Turkish culture and lan- guage proficiency before coming to Alanya was low but did not affect the choice of acculturation strategi- es. Furthermore, it was found that perceived cultural similarity did not create a significant difference in the selection of acculturation strategies, as in the study of Rasmi et al. (2014). However, the international resi- dential tourists in Alanya perceive Turkish culture as different from their own culture. It disagrees with cur- rent literature, which states that the distance between two cultures is associated with negative effects, accul- turation stress and unsuccessful adaptation (Ward & Kennedy, 1999; Yeh & Inose, 2003; Miller et al., 2011). Contrary to the literature, IRTs in the study claim that they are highly satisfied with their lives in Alanya, that life is not stressful and that they do not have any problems in continuing their daily lives, regardless of their acculturation strategies. The reason why perce- ived high cultural distance is associated with positive assimilation in residential tourism may be due to tou- rism-specific circumstances or the intensity of interest in Turkish culture. The success of the adaptation of IRTs in the desti- nation was expressed through a level of satisfaction with life in Alanya. Zhang et al. (2018) found a relati- onship between tourists’ acculturation strategies and satisfaction. Integration and assimilation strategies are positively related to satisfaction, while separation and marginalisation strategies are negatively related. Contrary to the study of Zhang et al. (2018), no signi- ficant difference was found in the satisfaction level of IRTs in Alanya according to acculturation strategies in this study. All strategies, i.e. integration, assimila- tion and marginalisation, provide a highly successful adaptation. In the literature, the group that generally prefers the marginalisation strategy is associated with acculturati- on stress and negative health effects, low self-esteem and psychological problems, not being able to adapt to society, having problems in establishing relationships and continuing their daily lives. From the perspective of mainstream society, it is an acculturation strategy that is mainly perceived as negative and undesirable. On the contrary, the results of the current study clearly show that marginalisation does not have to represent a problem in the context of residential tourism. Parti- cipants who prefer the marginalisation strategy were found to be the most extrovert and responsible indi- viduals with an equally high level of satisfaction with their life in the destination as those preferring integra- tion and assimilation. The extent to which the mar- ginalisation strategy in residential tourism conforms to the general acculturation theory should be consi- dered. Bourhis et al. (1997) state that in some contexts, marginalisation is more of a form of individualism, in which one does not identify oneself with either cultu- re but sees oneself as an individual. Such individuals are often self-confident, highly educated and very su- ccessful in adapting to new environments. In conclusion, the study presents sufficient discre- pancies between general acculturation theory and acculturation in residential tourism to justify exami- ning the phenomenon from ground zero. It is impe- rative that acculturation studies in residential tourism are focused on examining the preference for specific AT_173_v2.indd 288 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 289 Gabriela Uslu Cibere et al. Acculturation Research in Residential Tourism acculturation strategies instead of calculating a level of acculturation in order to avoid simplification and misleading conclusions. References Alanya Chamber of Commercy and Industry. (2021). 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The influ- ence of cross-cultural awareness and tourist experience on authenticity, tourist satisfaction and acculturation in world cultural heritage sites of Korea. Sustainability, 10(4), 927. AT_173_v2.indd 291 12. 3. 25 09:23 AT_173_v2.indd 292 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 293 Original Scientific Article Authenticity and Commercialisation: A Netnographic Study of Tourist Experiences in Mawlynnong, India Abhisek Porya Jamia Millia Islamia, India poryaabhisek@gmail.com Sweety Mishra Jamia Millia Islamia, India Sweetymishra139@gmail.com Nimit Chowdhary Jamia Millia Islamia, India nchowdhary@jmi.ac.in This study explores the dynamic interplay between authenticity and commercialisa- tion in rural tourism, focusing on Mawlynnong, India, acclaimed as Asia’s cleanest village. Using a netnographic analysis of 359 TripAdvisor reviews from 2012 to 2024, the research investigates tourists’ perceptions of authenticity and commercialisation and develops a framework of authenticity and commercialisation for rural tourism. Positive themes identified include cleanliness, natural beauty, community hospi- tality, and cultural engagement through homestays. These attributes contribute to the village’s appeal as an authentic rural destination. However, tourists also expres- sed concerns regarding over-commercialisation, including excessive construction, overcrowding, overpricing, and limited local interaction. The study highlights the dual role of commercialisation in enhancing economic development and tourism infrastructure while potentially eroding cultural and experiential authenticity. The research contributes to the theoretical discourse on rural tourism by integrating sustainability into the authenticity-commercialisation framework. Practical impli- cations include the need for destination managers to balance tourism growth with cultural preservation and authenticity. Keywords: rural tourism, tourist experience, commercialisation, authenticity, rural interaction, netnography https://doi.org/10.26493/2335-4194.17.293-307 Introduction The symbiotic relationship between tourism and its destinations has long been the focus of academic inquiry, especially in its role as a catalyst for rural de- velopment (Akay, 2020; Li & Wang, 2023). Within this discourse, authenticity and commercialisation have emerged as pivotal constructs, reflecting the evolving dynamics of tourism and shaping its economic, cul- tural, and social dimensions (Le et al., 2024; Wang et al., 2024; Zhang et al., 2021). These themes hold particular significance in rural tourism, a domain ce- lebrated for its potential to foster economic growth, cultural exchange, and heritage preservation while grappling with challenges posed by commodification and commercialisation (Majewski, 2010). AT_173_v2.indd 293 12. 3. 25 09:23 294 | Academica Turistica, Year 17, No. 3, December 2024 Abhisek Porya et al. Authenticity and Commercialisation: A Netnographic Study Authenticity is a cornerstone of tourist motivati- ons, particularly in rural and cultural tourism con- texts. As MacCannell (1973) introduced in his seminal work on ‘staged authenticity,’ the pursuit of authenti- city shapes how destinations curate and present expe- riences to meet tourists’ expectations. For many tra- vellers, the allure of rural tourism lies in its promise of genuine and unspoiled cultural encounters (Airbnb, 2021). In rural tourism, authenticity is often experienced through interactions with local communities, parti- cipation in traditional practices, and immersion in pristine natural settings (Jyotsna & Maurya, 2019). Visitors seek to escape the artificiality of urban life, embracing the perceived ‘real’ and ‘unchanged’ ele- ments of rural destinations. However, this quest for authenticity presents challenges as cultural practices and landscapes adapt to accommodate tourism de- mands. Recent studies, such as those by Wall and Xie (2002) and Zhao et al. (2024), highlight how the nego- tiation of authenticity involves stakeholders ranging from local communities to tourists, each shaping and reshaping what is deemed ‘genuine.’ Commercialisation plays a dual role in tourism, both as a driver of economic benefits and a poten- tial threat to cultural integrity. On the one hand, it fosters local economies, generates employment, and enhances the visibility of cultural heritage (MacDo- nald & Jolliffe, 2003; Streifeneder et al., 2023). On the other hand, excessive commercialisation risks eroding intrinsic cultural values, leading to homogenisati- on and a loss of uniqueness (Li, 2003; Sheedy, 2022). Scholars like Cohen (1988) and MacCannell (1973) have highlighted how commodification reduces cul- tural practices and artefacts to mere marketable com- modities, raising concerns about the sustainability of such transformations. This paradox is particularly evident in rural touri- sm, where economic reliance on tourism coexists with efforts to preserve traditional lifestyles and socio-cul- tural dynamics. As Chhabra et al. (2009) argue, touri- sts’ perception of authenticity diminishes when desti- nations prioritise commercial interests over cultural preservation. Zhang et al. (2021) further elaborate that commercialisation, when thoughtfully managed, can enhance perceived authenticity and tourist satisfacti- on (Song et al., 2021; Sun et al., 2019; Tang et al., 2019). Existing literature extensively documents rural tourism’s economic, social, and environmental im- pacts, focusing on sustainability and community in- volvement (Karali et al., 2021; Ruiz-Real et al., 2022). However, research addressing the nuanced interplay between authenticity and commercialisation in rural contexts remains limited, particularly in India. Most studies emphasise developed economies or cultural heritage tourism, leaving rural tourism in developing countries underexplored (Le et al., 2024; Rickly, 2022; Wang et al., 2024). Additionally, theoretical frameworks on authenti- city, such as MacCannell’s (1973) staged authenticity and Wang’s (1999) existential authenticity, have pre- dominantly been applied in urban or heritage touri- sm contexts. Their relevance to rural tourism, especi- ally in the Global South, requires further exploration. This study addresses these gaps by focusing on rural tourism with a case study of Mawlynong (the cleanest village in Asia). This study employs a netnographic approach to analyse tourists’ perceptions as reflected in TripAdvisor reviews. This research explores how tourists perceive authenticity and commercialisati- on in rural tourism destinations. The study seeks to develop a comprehensive framework of authenticity and commercialisation of rural tourism that balances economic growth with cultural preservation. Throu- gh its granular analysis of tourists’ perceptions, this research contributes to the theoretical discourse on authenticity and commercialisation, offering acti- onable insights for destination managers and poli- cymakers. These findings have broader implications for developing rural tourism strategies aligned with sustainability and cultural preservation principles, ensuring that destinations retain their unique chara- cter while meeting the demands of a globalised touri- sm market. The study begins with a literature review synthesising existing research on authenticity and commercialisation in tourism, identifying key theore- tical frameworks and empirical findings. The metho- dology section outlines the netnographic approach used to analyse TripAdvisor reviews, detailing the data collection and analysis procedures. The results AT_173_v2.indd 294 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 295 Abhisek Porya et al. Authenticity and Commercialisation: A Netnographic Study and discussion sections present the study’s findings, contextualising them within the broader discourse on rural tourism. Finally, the conclusion highlights the study’s contributions, implications, and recommen- dations for future research. Literature Review Authenticity and commercialisation are intertwined constructs significantly influencing tourism develo- pment and tourist experiences. The dual pressures of commodification and preservation shape the evoluti- on of rural and cultural tourism landscapes. Conceptualising Authenticity in Tourism Authenticity is a contested concept in tourism stu- dies, often interpreted through varied frameworks. Wall and Xie (2005) emphasise that authenticity is a negotiated construct involving multiple stakeholders, including tourists, local communities, and governing bodies. They propose five dimensions of authenticity: commodification versus spontaneity, cultural evolu- tion versus museumification, economic development versus cultural preservation, ethnic autonomy versus state regulation, and mass tourism development versus sustainable cultural tourism. These dimensions highlight the inherent tensions in authenticity deba- tes. Similar observations are made by Cole (2007) and Yang and Wall (2009), who argue that authenticity of- ten reflects the interplay of tourists’ expectations and local adaptations, blending pride with commodified cultural expressions. Constructive and existential authenticity fra- meworks further complicate this discourse. Zhang et al. (2021) and Hughes and Carlsen (2010) note that commercialisation when balanced with cultural pre- servation, can enhance perceived authenticity. Con- versely, over-commercialization risks undermining the authenticity tourists seek. Studies by Markwick (2001), Su et al. (2019), and McCartney and Chen (2019) align in emphasising that local adaptations to tourism demands often dilute cultural integrity yet provide economic opportunities that communities cannot ignore. Commercialisation and its impacts Commercialisation is a double-edged sword, driving economic benefits while risking cultural degradation. Several studies highlight these dynamics. For instan- ce, Tang et al. (2019) and Zhao et al. (2024) focus on how over-commercialization at heritage sites dimi- nishes cultural authenticity and compromises visitor experiences. Similarly, Liu et al. (2022) argue that the commodification of intangible cultural heritage (ICH) often leads to cultural loss, echoing findings by Song et al. (2021) on the commercialisation of ethnic music in China. In contrast, Prince (2023) and Hughes and Carlsen (2010) demonstrate instances where though- tfully managed commercialisation can complement cultural preservation. Kontogeorgopoulos et al. (2013) reinforce these findings by examining homestay tou- rism in Thailand, noting that while economic benefits increase, perceived authenticity may decline due to increased dependence on tourism. Intersections of Authenticity and Commercialisation in Rural Tourism Rural tourism presents unique challenges in balancing authenticity and commercialisation. Studies by Zhang and Stewart (2017) and Wall and Xie (2005) show that rural landscapes often face pressures to commerciali- se, risking the loss of their cultural and environmen- tal integrity. However, Zhao et al. (2024) and Le et al. (2022) argue that rural tourism can thrive by levera- ging contextual involvement and existential authenti- city to enhance visitor satisfaction. Local communities play a pivotal role in maintaining authenticity amidst commercialisation. Studies by Prince (2023), Wang et al. (2024), and Cole (2007) highlight how communi- ties navigate these dynamics, often redefining their cultural narratives to meet tourist expectations while preserving core elements of their identity. Similar fin- dings by Kontogeorgopoulos et al. (2013) and Su et al. (2019) illustrate that active community involvement is key to sustaining authenticity and economic benefits in rural and ethnic tourism contexts. Tourist Perceptions and Experiences Tourist perceptions are central to understanding the interplay between authenticity and commercialisati- AT_173_v2.indd 295 12. 3. 25 09:23 296 | Academica Turistica, Year 17, No. 3, December 2024 Abhisek Porya et al. Authenticity and Commercialisation: A Netnographic Study on. Research by Zhang et al. (2021), Zhao et al. (2024), and Le et al. (2022) underscore the importance of aligning tourist expectations with authentic experien- ces to ensure satisfaction and loyalty. Tourists often value existential and postmodern authenticity over objective authenticity, prioritising emotional and aesthetic experiences (Song & Yuan, 2021; Yang & Wall, 2009). Song and Yuan (2021) explore how ethnic music commercialisation aligns with tourist expecta- tions, emphasising the dynamic relationship between cultural adaptation and authenticity. Similarly, Mc- Cartney and Chen (2019) advocate for co-creation experiences, where tourists and hosts collaboratively shape authentic interactions. These studies collecti- vely highlight the evolving nature of tourist expectati- ons and the challenges of balancing authenticity with commercialisation. Despite extensive research, several gaps persist. Most studies focus on Western or Asian urban and heritage tourism contexts, with limited attention to rural tourism in non-Western settings. Existing litera- ture often examines authenticity and commercialisati- on from stakeholders’ perspectives, with fewer studies delving into tourists’ perceptions in rural contexts. Additionally, a lack of a comprehensive framework integrating authenticity and commercialisation di- mensions limits the applicability of existing findings. Developing a framework specific to the rural tourism context can provide actionable insights for sustainable tourism development. Framework on Authenticity and Commercialisation of Rural Tourism Building upon the above-discussed theoretical un- derpinnings, this study develops a comprehensive framework to understand the interplay between authenticity and commercialisation in rural touri- sm (Figure 1). The framework integrates the dyna- mic interplay between authenticity and commerci- alisation in rural tourism, offering a comprehensive understanding of their interdependence. It is gro- unded in the theoretical constructs of authenticity, including staged authenticity (MacCannell, 1973) and existential authenticity (Wang, 1999). These concepts Figure 1 Comprehensive Framework for Authenticity and Commercialisation of Rural Tourism AT_173_v2.indd 296 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 297 Abhisek Porya et al. Authenticity and Commercialisation: A Netnographic Study emphasise the balance between curated cultural per- formances and tourists’ pursuit of genuine, emotional connections during their visits (Song & Yuan, 2021; Zhao et al., 2024). In rural settings, authenticity often manifests through immersive experiences, commu- nity engagement, and the preservation of natural lan- dscapes (Orden-Mejía et al., 2022; Palacios-Florencio et al., 2021; Su et al., 2019; Wall & Xie, 2005; Zhang et al., 2021). On the other hand, commercialisation, while driving economic benefits, risks commodifying cul- tural practices into marketable products, potentially undermining their intrinsic value (Cohen, 1988; Ch- habra et al., 2009; Streifeneder et al., 2023). However, when managed thoughtfully, it can enhance tourism infrastructure and accessibility, benefiting tourists and local communities (Zhang et al., 2021; Zhao et al., 2024). The framework balances these dual dimen- sions across five key areas: cultural evolution versus preservation, economic development versus over- -commercialization, community engagement versus tourist expectations, environmental sustainability as an authenticity marker, and tourist perceptions of va- lue and authenticity. The application of the framework in rural tourism highlights the challenges and opportunities of main- taining cultural integrity while benefiting from incre- ased tourism. Tourists praise the village’s sustainabili- ty and hospitality as authentic markers, yet concerns about overpricing and overcrowding reveal the risks of excessive commercialisation (Chhabra et al., 2009; MacCannell, 1973; Li et al., 2022; Song & Yuan, 2021; Wall & Xie, 2005). By integrating these theoretical constructs, the framework provides a practical tool for destination management, emphasising the impor- tance of balancing sustainability, cultural preservati- on, and economic viability (Palacios-Florencio et al., 2021; Orden-Mejía et al., 2022). Research Methodology Netnography This study utilises the online ethnography method, netnography ( Kozinets, 1998). This study employed a passive ‘lurker’ methodology, in which the researcher refrained from engaging with the online communities (Mkono, 2012). Web 2.0 enables consumers to express their candid thoughts and share their personal expe- riences. The profusion of user-generated material pro- vides an opportunity for academics and marketers to identify patterns in consumer behaviour, consumer experience, beliefs, and expectations and predict fu- ture actions (Bartl et al., 2016; Atsız et al., 2022; Gho- lamhosseinzadeh et al., 2023; Hernández et al., 2022). With the increasing number of travellers sharing their trip experiences and photos on travel websites, blogs, and social media platforms, netnography in tourism research is gaining popularity (Tavakoli & Wijesin- ghe, 2019; Jyotsna & Maurya, 2019). Ontological and Epistemological Perspectives The study is rooted in a constructivist ontological per- spective, which posits that social realities are constru- cted through human interaction and subjective expe- riences (Burns et al., 2022). The epistemological stance is interpretivist, emphasising understanding tourists’ perceptions and experiences through their narratives. These philosophical positions underpin the methodo- logical choice of netnography, as it allows for a nuan- ced exploration of subjective meanings embedded in online reviews (Gholamhosseinzadeh et al., 2023). Area of the Study The study has chosen Mawlynnong, a Khasi com- munity village located in the East Khasi highlands of Meghalaya state in India, close to the border with Bangladesh. In 2003, this town was awarded the title of ‘cleanest village of Asia’ by Discovery India Ma- gazine. This recognition was then confirmed by BBC and National Geographic in 2004 (Shermin, 2017). According to a BBC interview, around 130 years ago, there was a Cholera epidemic in the village (Badal, 2016). Without medical resources, missionaries ad- vised prioritising hygiene as a fundamental measure to fight against the sickness (Badal, 2016). Across the course of history, rural communities have transmitted knowledge regarding cleanliness and its impacts from one generation to the next. After receiving extensi- ve international media attention in 2004, the town attracted attention from the tourism sector. For tra- vellers travelling to the northeastern states of India, it AT_173_v2.indd 297 12. 3. 25 09:23 298 | Academica Turistica, Year 17, No. 3, December 2024 Abhisek Porya et al. Authenticity and Commercialisation: A Netnographic Study is strongly advised to include a visit to Mawlynnong. Gradually, the village has emerged as a sought-after tourist spot in North-East India. This hamlet in India is renowned for being a women-led community that has established a matriarchal culture that empowers women. Additionally, it prides itself on achieving a 100% literacy rate. Data Source and Data Collection We have collected data from Tripadvisor.in. This tra- vel website is a significant and unbiased source of both qualitative and quantitative data (Amatulli et al., 2019; Zaman et al., 2016; Atsız et al., 2022; Hernández et al., 2022). To investigate tourists’ experiences, this website is acknowledged by worldwide scholars owing to its wealth of information (Chiu & Cho, 2021). Web scraping was used to collect the review data (Ali et al., 2021; Barbierato et al., 2021), extracting revi- ew data from multiple sources utilising their origin paths ( Khder, 2021). The ‘rvest’ and ‘dplyr’ packages in the ‘R’ programming language facilitated this pro- cess. The researchers gathered all 359 review data of ‘Mawlynnong Village’ as of 22nd December 2024. The data of rating (1 – ‘Terrible,’ 2 – ‘Poor,’ 3 – ‘Average,’ 4 – ‘Very good’ and 5 – ‘Excellent’), the month and year, country of tourists belonging, type of travel (in terms of travel companion) and main text review has been stored in an excel file. Data Analysis Approach We carefully read 359 reviews to identify the positive and negative themes. First, after data collection, the reviews with ratings of 1 – ‘Terrible,’ 2 – ‘Poor,’ and 3 – ‘Average’ have been considered dissatisfied tourist reviews, or they did not like the rural destination. The reviews with ratings of 4 – ‘Very good’ and 5 – ‘Excel- lent’ have been considered satisfied tourist reviews, or they liked the rural destination. From Excel, revi- ew data was imported to Word to open coding each review sentence. After reading all reviews, recurring patterns and themes were identified (Naeem et al., 2023). The themes were iteratively refined through cross-verification by the researchers to ensure consis- tency and accuracy. The manual analysis method gave an in-depth understanding of subjective experiences that automated techniques might overlook (Garner & Kim, 2022). The process ensured that nuanced details embedded in the narratives were captured and inter- preted (Garner & Kim, 2022; Hong, 2020). The resear- chers maintained a reflexive approach throughout the study, acknowledging their positionality and potenti- al biases. The manual analysis method ensured that interpretations were grounded in the data, reflecting the authentic voices of the reviewers (Garner & Kim, 2022). Results and Findings Descriptive Results As travel becomes more accessible and individuals search out unique experiences, the small village of Mawlynnong has become a popular tourist destina- tion. We obtained valuable insights into evolving travel patterns by analysing a dataset of 359 reviews collected from the TripAdvisor travel website. We can comprehensively understand tourist chara- cteristics by analysing the distribution of reviews, travel companions, tourists’ origins, and seasonal trends. We found that reviews fluctuate significantly over the year. One review for 2012 and 2014 indicated that social media, the internet, and technology were relati- vely unexplored earlier. As the pandemic (COVID-19) spread globally, the number of reviews decreased, and signs of recovery appeared in the 2022, 2023, and 2024 data (Figure 2). However, the village did not recover like other destinations regarding the number of revi- ews given on Tripadvisor websites. The total number of reviews reveals that most tourists were from India (290 reviews), highlighting the village’s popularity among domestic tourists. Nonetheless, the data demonstrate a substantial in- terest from international tourists (27 reviews). Most reviews from international tourists were from Bangla- desh, the USA, Singapore, the UK, Canada, Israel, and Australia. Notably, 40 of them did not mention their country of origin. When it comes to wandering around Mawlynnong, tourists have a variety of preferences regarding their travel companions. Most tourists travelled with their families, couples travelling together made second in AT_173_v2.indd 298 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 299 Abhisek Porya et al. Authenticity and Commercialisation: A Netnographic Study terms of all tourists, with friends coming in third. A smaller percentage of tourists went on their vacations solo and for business purposes, while a significant percentage did not mention their travel companions. Tourists are drawn to Mawlynnong all year by its natural beauty, which features several distinct seaso- nal activities. In the evaluations that we looked at, we found that most of the tourists were during the Win- ter (November–February) season. After that, they vi- sited during the monsoon season (May–Seprtember), followed by the spring season (March–April), and fi- nally, the post-monsoon season (October). To analyse the satisfaction level expressed in the reviews, we classified tourists with terrible, poor, and average ratings as dissatisfied and those with very good and excellent ratings as satisfied. The data reve- als a gradual increase in dissatisfaction among touri- sts visiting Mawlynnong Village over the years, with satisfaction declining significantly (Figure 3). Analytical Results To fulfil the study’s objective of exploring tourists’ perceptions of authenticity and commercialisation in rural tourism, an in-depth analysis of TripAdvisor re- views from 2012 to 2024 was conducted. The thematic analysis identified several key factors, grouped into those contributing to tourists’ positive experiences and those leading to dissatisfaction, providing insi- ghts into how authenticity and commercialisation are perceived at Mawlynnong. Figure 2 Number of Reviews in Each Year 0 20 40 60 80 100 2012 1 1 29 92 93 69 34 6 4 11 9 10 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 2024 Year N um be r o f r ev ie w s Figure 3 Percentage of Satisfied and Dissatisfied Tourists Over the Years 0% 20% 40% 60% 80% 100% 2012 27 .5 9% 72 .4 71 % 29 .3 5% 70 .6 5% 30 .1 1% 69 .8 9% 31 .8 8% 68 .1 2% 17 .6 5% 82 .3 5% 33 .3 3% 66 .6 7% 50 .0 0% 50 .0 0% 36 .3 6% 63 .6 4% 77 .7 8% 22 .2 2% 60 .0 0% 40 .0 0% 0%0% 10 0% 10 0% 2014 2015 2016 2017 2018 Year 2019 2020 2021 2022 2023 2024 Ra tin g Sum of Dissatised Sum of Satised AT_173_v2.indd 299 12. 3. 25 09:23 300 | Academica Turistica, Year 17, No. 3, December 2024 Abhisek Porya et al. Authenticity and Commercialisation: A Netnographic Study Positive perceptions and themes of authenticity The common positive themes are the cleanliness and sustainability practices in the village, scenic beauty and connection with nature, Community hospitality, and Cultural engagement through homestays. Cleanliness and sustainability Mawlynnong’s reputation as ‘Asia’s cleanest village’ emerged as a central theme. Tourists consistently pra- ised the village’s well-maintained streets, abundant greenery, and effective waste management practices, including bamboo dustbins and solar-powered stre- etlights. These efforts were authentic representations of local commitment to cleanliness and sustainability. Such sustainable practices align with the expectations of rural tourists seeking environmentally conscious destinations. Some representative quotes from touri- sts’ reviews regarding cleanliness included: The clean village is must stay place to have the experience of staying in proximity to nature, if not for life at least a brief. The greenery is beautifully maintained. It was raining all day during our visit […]. [A group of friends from Chennai, India in August 2017,] The most beautiful scenic clean village. Fan- tastic cleanness. Wonder how they managed. People are beautiful and courteous. So is the atmosphere, homes and view. [A couple from Jaipur, India in December 2018] We enjoyed the walk around the village. Tru- ly clean. It seemed like even children are into keeping it clean – a lesson for just all villages and cities in India. […] The trees are pruned and paths are well paved. This is a must to get a glimpse of how committed ppl can be towards cleanliness […]. [A tourist from Pune, India in April 2022] Everywhere there are baskets made of cane, where one can throw their garbage. All village roads are made of concrete; all the street lights get their source from sun through solar panels […]. A group of tourists from Odisha, India in May 2017] I did not find any littering of paper or plastic bags, bottles etc Besides, at every lane and stre- et corner, we found baskets made out of the lo- cally available wooden splints, canes and ropes etc for garbage collection […]. [A tourist from Hyderabad, India in November 2017] Scenic beauty and connection to nature The lush greenery, tropical forests, and vibrant flower gardens contributed to tourists’ appreciation of Mawlynnong’s natural charm. For many visitors, the- se features represented an authentic rural experience, reinforcing their desire for meaningful interactions with nature. This aligns with rural tourism’s funda- mental appeal of escaping urban monotony and expe- riencing the unspoiled beauty of rural life. The place is full of lush green gardens, beauti- ful flowers, tropical forest, bamboo houses and one feel as if they are in the nature’s lap […]. [A couple from New Delhi, India in December 2016] Very clean and neat village. looks very beau- tiful. So many flowers there. Lovely evening […]. [A couple from Vadodara, India in Janu- ary 2023] Community hospitality The Khasi community’s warm hospitality was another theme that contributed to positive experiences. To- urists described locals as welcoming and eager to accommodate visitors, often exceeding expectations to ensure comfort. Such experiences fostered percep- tions of a genuine and inclusive rural atmosphere, a key driver of satisfaction in rural tourism. The way they treat guests is something which someone should experience at least once. [A Family from Vadodara, India in October 2015] We came for a late-night walk, late means aro- und 9 PM. All shops are in the closing mode, hence no food. Glad we had our dinner on the way, we were looking for some coffee/tea. The first shop near to parking lot was closed, so went ahead for another shop. They almost AT_173_v2.indd 300 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 301 Abhisek Porya et al. Authenticity and Commercialisation: A Netnographic Study closed, but while seeing us, the owner again opened the shop and prepared coffee for us. One of the best cups of coffee, we had during our Meghalaya […]. [A tourist from Vadodara, India in January 2022] Cultural engagement through homestays Homestays were frequently highlighted as avenues for authentic cultural exchange, enabling tourists to en- gage with Khasi traditions, savour local cuisines, and experience the simplicity of bamboo huts. This per- sonalised approach to hospitality created immersive experiences that strengthened perceptions of authen- ticity. Tourists valued these opportunities for intera- ction and cultural immersion. Representative quotes from reviews included: There are lot of homestays available, where you can enjoy staying in a bamboo hut and enjoy some delicious meals made by the owners […]. [A group of tourists from New Delhi, India in March 2017] Nice place to stay overnight. Homestays pro- vide basic facilities but received superb hospi- tality at Kharmawshun Homestay. Do go for a walk in a village. [Another group of tourists from New Bengaluru, India wrote in April 2019] Every home is a homestay thus lots of options for staying […]. [A group of tourists from Pune visited Mawlynnong post covid in April 2022] There are multiple homestays and if you decide to stay in one of them then you will experience awesome serenity and sense of bliss. [Another tourist on 5 May 2022] Negative perceptions and themes of commercialisation The common themes found in the reviews are Incre- ased construction and homestay in the village, Over- crowding and tourism saturation, Overpricing and commodification, Lack of interaction with locals, and Perceived overhype. Increased construction and homestay in the village A significant theme was tourists’ disappointment with perceived over-commercialization. Many visitors felt the village’s transformation into a tourism hub had compromised its authenticity. Modern developments, such as increased construction and homestays, were viewed as detracting from the village’s original rural charm, making it feel more like a ‘showpiece’ than a genuine village. Significant statements concerning this included: Unfortunately, the success of the publicity about the cleanliness has caused a building boom so everything looked like a construction site with heaps of sand and piles of bricks everywhere […]. [A tourist from UK in March 2018] Did not extend a natural feel though it was cle- an. Somehow did not feel like visiting a villa- ge. Rather looked like a showpiece. [A tourist’s group from Navi Mumbai, India in October 2019] This is a village which doesn’t look like a villa- ge. […] A lot of commercialisation is also seen with every third house offering homestay […]. [Another tourist from Mumbai, India in Mar- ch 2023] Overcrowding and tourism saturation Over-tourism emerged as a critical concern, with vi- sitors expressing dissatisfaction over the influx of to- urists that led to overcrowded spaces. Large crowds diminished the tranquil atmosphere many sought in rural destinations, highlighting the challenges of ba- lancing tourism growth with maintaining an authen- tic rural experience. Significant statements concer- ning overcrowding included: I found it to be a bit touristy. [An Australian tourist in November 2016] It has become like hordes of tourists coming in the village, to practically see nothing. The bea- uty of the village is being destroyed by the floc- ks of tourists coming here […]. [A couple from Bangaluru, India in December 2017] AT_173_v2.indd 301 12. 3. 25 09:23 302 | Academica Turistica, Year 17, No. 3, December 2024 Abhisek Porya et al. Authenticity and Commercialisation: A Netnographic Study It claims one of the cleanest villages in Asia. But to my surprise, they have made it very to- uristy, full of cafes and homestays, looks made up rather than rustic raw natural village […]. [Another couple from Mumbai, India in Mar- ch 2023] Overpricing and commodification Tourists frequently criticised the high costs associa- ted with entry fees, accommodations, and even basic amenities like restrooms. This commodification of the village’s offerings led to perceptions that locals were overly focused on monetary gains, further eroding the sense of authenticity. Many felt the value provided did not justify the premium prices charged. Some quotes from tourist reviews mentioning overprice included: Have stopped for lunch there, which was ave- rage and overpriced. […] Even home stays are very expensive […]. [A solo traveller from Hy- derabad, India in December 2016] On entry you will be charged INR 100 for car parking or whatever you would like to treat it as. The charges of using toilet are INR 10 which is hugely expensive. if you want to go to relieve your stomach it is INR 20. gosh! […]. [A Fa- mily from Noida, India in April 2017] They sell basic amenities at premium rates […]. [A group of friends From Kochi, India in December 2018] Paying to get access to the village is definitely not worth. Highly disappointed. People are just money minded here everything is overpriced as well. [A tourist mentioned in April 2023] Overpriced and serving bad quality food, can be skipped. [A tourist from New Delhi, India in March 2018] Lack ®of interaction with locals Another recurring theme was the limited interaction between tourists and villagers, especially during day visits. Many visitors noted a lack of opportunities to engage meaningfully with the community, contras- ting with expectations of immersive cultural exchan- ges in rural tourism. Such limitations contributed to feelings of detachment and disappointment. Signifi- cant reviews concerning this included: Felt as if all the children, and locals were asked not to interact, or a subtle village code that all seemed to follow, maybe it’s the tribal nuance they want to protect and to limit interaction with tourists. […]. [A tourist from Mumbai, India in December 2021] Walk around, expect no communication from villagers. […]. [Another tourist from Mumbai commented in April 2023] Perceived overhype Several tourists described Mawlynnong as overhyped, suggesting that the marketing of the village had cre- ated unrealistic expectations. They found the actual experience underwhelming compared to the idyllic image portrayed in promotional materials, which led to dissatisfaction and a sense of unmet expectations, […] but it is overhyped. This place can be skipped as it has nothing new to see […]. [A tourists visited with friends from Kolkata, In- dia visited in August 2016] Honestly speaking, this is an overhyped place and for all the wrong reasons. The living root bridge is undoubtedly an incredible thing to see, but then one should visit the double root bridge in Cherrapunji […]. [A tourist from Kolkata, India in July 2017] There are much beautiful places in Meghalaya to see than designed and hyped village which only has a bunch of homestays and nothing else. Please do not waste your time. [A couple from Mumbai, India in December 2022] Discussion The results of this study illuminate the intricate balan- ce between authenticity and commercialisation in ru- ral tourism. The analysis of tourists’ positive reviews underscores the role of authenticity as a core moti- AT_173_v2.indd 302 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 303 Abhisek Porya et al. Authenticity and Commercialisation: A Netnographic Study vator for rural tourism. Mawlynnong’s cleanliness, natural beauty, and hospitable community resonated with tourists seeking an authentic escape from ur- ban monotony. Tourists’ appreciation for sustainable practices, including the use of bamboo dustbins and solar lighting, further supports arguments by Zhao et al. (2024) and Le et al. (2022) that contextual involve- ment enhances perceptions of authenticity. However, the simultaneous emergence of themes related to commercialisation challenges the percep- tion of authenticity. Many tourists viewed the village as overly curated or ‘showpiece-like,’ detracting from its rural essence. This critique aligns with the tensi- on identified by Wall and Xie (2005) and Tang et al. (2019) between commodification and cultural preser- vation. The shift from a functional rural environment to a heavily commercialised tourism hub suggests that an excessive focus on economic gains may ero- de the genuine experiences tourists seek. The results vividly reflect the duality of commercialisation and its potential to drive economic benefits while risking cultural integrity. Mawlynnong’s reliance on touri- sm has fostered economic growth, as evidenced by the thriving homestay industry and local craft sales. These developments echo findings by Prince (2023), and Kontogeorgopoulos et al. (2013) that thoughtfully managed commercialisation can complement cultural preservation. However, dissatisfaction related to overpricing, overcrowding, and perceived exploitation reveals the darker side of commercialisation. Many tourists criti- cised the high costs of basic amenities and the overt focus on monetising the destination. This sentiment aligns with Chhabra et al. (2003), who argue that pri- oritising commercial interests diminishes perceptions of authenticity. Additionally, the findings corroborate Song and Yuan (2021) and Li and Wang (2023), who caution that unchecked commodification often leads to cultural homogenisation and diminished tourist satisfaction. While the results largely reinforce exi- sting frameworks, they also introduce new dimensi- ons to the discourse. One such dimension is the in- terplay between sustainable practices and perceived authenticity. Mawlynnong’s environmental initiatives, such as banning plastic and promoting eco-friendly infrastructure, emerged as a unique factor in enhan- cing authenticity. This finding builds on the work of Palacios-Florencio et al. (2021) and Orden-Mejía et al. (2022), suggesting that sustainability can serve as a modern marker of authenticity in rural tourism. Another novel insight is the role of community en- gagement in shaping tourist perceptions. While tou- rists praised the hospitality of locals, the lack of me- aningful interaction outside of homestay settings was a common critique. This highlights the importance of fostering genuine host-guest interactions, as Kas- tenholz et al. (2021) and McCartney and Chen (2019) emphasised. Mawlynnong’s model suggests that cre- ating opportunities for cultural exchange beyond commercial transactions could mitigate perceptions of over-commercialisation. The findings reveal that balancing authenticity and commercialisation requi- res careful planning and management. The criticisms of overhype and overcrowding highlight the chal- lenges of scaling tourism while maintaining its rural charm. This aligns with Marques Santos et al. (2020) and Seraphin and Ivanov (2020), who emphasise the detrimental effects of over-tourism on destination sustainability and visitor experiences. Conclusion This study examined the intersection of authenti- city and commercialisation in rural tourism, with Mawlynnong as a case study. By analysing over a de- cade of tourist reviews, the research shed light on how rural destinations navigate balancing economic deve- lopment and cultural preservation challenges. The fin- dings reveal that authenticity remains a cornerstone of tourist satisfaction in rural settings. Mawlynnong’s well-maintained cleanliness, natural beauty, and hospitable community resonate deeply with visitors seeking an escape from urban life. However, the study also underscores the complex challenges posed by commercialisation. While tourism has significantly contributed to the village’s economic prosperity by establishing homestays and improved infrastructure, excessive commercialisation has led to perceptions of overcrowding, overpricing, and diminished cultural authenticity. The research highlights the transforma- tive impact of sustainability initiatives on perceptions AT_173_v2.indd 303 12. 3. 25 09:23 304 | Academica Turistica, Year 17, No. 3, December 2024 Abhisek Porya et al. Authenticity and Commercialisation: A Netnographic Study of authenticity. Practices such as banning plastic, pro- moting eco-friendly infrastructure, and prioritising cleanliness have positioned Mawlynnong as a model for sustainable rural tourism. These initiatives resona- te with the evolving expectations of environmentally conscious tourists, aligning economic growth with ecological and cultural sustainability. The findings also caution against over-commercialisation, which risks reducing the village’s unique identity to a mar- ketable commodity. Many tourists expressed dissa- tisfaction with perceived exploitation and the limited opportunity for meaningful interaction with locals. Such concerns underscore the need for thoughtful planning to ensure that tourism development aligns with cultural preservation. Implications of the Research This research contributes to the theoretical discou- rse on rural tourism by developing a framework by deepens our understanding of the interplay between authenticity and commercialisation (see Figure 1). While prior studies have explored these constructs in urban and heritage tourism, the study contextualises them within a rural setting, offering insights speci- fic to developing economies like India. The findings expand MacCannell’s (1973) theory of staged authen- ticity and Wang’s (1999) existential authenticity by incorporating sustainability as a modern dimension of authenticity. The study illustrates how eco-friendly practices and community-led initiatives contribute to the perception of authenticity, suggesting a need to adapt existing frameworks to consider the evolving priorities of contemporary tourists. Additionally, it highlights the dual role of commercialisation as both an economic driver and a potential threat to cultural integrity, reinforcing the need for nuanced approa- ches in managing rural tourism. From a managerial perspective, the study provides actionable insights for destination managers, poli- cymakers, and local communities. Destination ma- nagers should implement zoning regulations to limit construction and maintain the village’s rural chara- cter. Enhancing opportunities for authentic cultural exchanges can enrich visitor experiences and foster deeper engagement. Expanding initiatives such as pla- stic bags and eco-friendly infrastructure can reinfor- ce Mawlynnong’s reputation as a sustainable tourism destination. Promoting these practices through targe- ted marketing can attract environmentally conscious tourists. Addressing tourists’ concerns about overpri- cing is crucial for maintaining satisfaction and loyalty. Establishing standardised pricing for amenities and services can ensure fairness and enhance the destina- tion’s value proposition. Implementing visitor mana- gement strategies, such as promoting off-season tou- rism and capping daily tourist numbers, can mitigate overcrowding and preserve the tranquil atmosphere tourists seek. Empowering residents through training programs and participatory decision-making can en- hance their role in tourism management, ensuring that economic benefits are equitably distributed while preserving cultural authenticity. Limitations and Future Research Directions While the study provides valuable insights, it is not without limitations. First, the reliance on seconda- ry data, specifically TripAdvisor reviews, limits the scope of tourists’ self-reported experiences. This approach may introduce biases, as reviews typically reflect extreme satisfaction or dissatisfaction, potenti- ally overlooking more nuanced perspectives. Second, the geographic focus on Mawlynnong restricts the generalisability of the findings to other rural touri- sm contexts. The village’s unique attributes, such as its designation as Asia’s cleanest village, may not re- present broader rural tourism dynamics. Third, the study does not account for the perspectives of local stakeholders, such as residents and policymakers. Un- derstanding their views could provide a more holistic picture of the impact of tourism on authenticity and commercialisation. Future research should address these limitations by adopting a multi-stakeholder approach. Integra- ting the perspectives of tourists, local communities, and policymakers can offer a comprehensive un- derstanding of the dynamics at play. Comparative stu- dies across diverse rural settings can further validate the findings and refine the proposed framework. Ad- ditionally, longitudinal research across destinations is needed to explore the long-term impacts of tourism AT_173_v2.indd 304 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 305 Abhisek Porya et al. Authenticity and Commercialisation: A Netnographic Study on rural destinations. 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Journal of Hospitality and Tourism Ma- nagement, 60, AT_173_v2.indd 307 12. 3. 25 09:23 AT_173_v2.indd 308 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 309 Original Scientific Article Role of Travel Motivation and Destination Image to Promote Destination Loyalty This study examines the impact of travel motivation on destination loyalty through the mediating role of destination image and moderating influence of destination satisfaction using the push and pull theory. The data was collected from 209 local visitors visiting Kaghan Valley, the northern areas of Pakistan, through a self-ad- ministered questionnaire. Partial Least Squares Structural Equation Modeling was employed to investigate the impact of hypotheses. Results postulate that there is a positive influence of travel motivation on destination loyalty whereas destination image significantly mediates this relationship. Results further reveal an insignificant moderating influence of destination satisfaction on destination image and destina- tion loyalty. This research provides guidelines for the policymakers to adopt desti- nation-specific strategies to boost tourism industry in Pakistan. Keywords: travel motivation, destination image, destination satisfaction, destinati- on loyalty, Pakistan. https://doi.org/10.26493/2335-4194.17.309-323 Introduction The tourism industry has become an essential contri- butor to economic growth over the past decade, offe- ring multi-dimensional opportunities that create jobs, reduce poverty, and improve local infrastructure on both global and local levels (Destek & Aydın, 2022; Liu et al., 2022). Recognizing these benefits, many countries have focused on tourism growth through various initiatives. However, understanding travel motivation of tourists has been a focal point of rese- arch to comprehend tourist loyalty behavior (Woyo & Slabbert, 2020). Knowing the reasons behind travel and the factors influencing tourists’ behavioral inten- tions is beneficial for effective tourism planning and marketing (Wasaya et al., 2022). Scholars have high- lighted different travel reasons, like personal business travel, corporate business travel, visiting friends and relatives, and vacation travel for pleasure (Holloway & Humphreys, 2022). Among these, vacation travel for pleasure is the most extensively researched area. Research on vacation travel for pleasure has identified various motivating factors, such as the desire for no- Muhammad Abbas Superior University, Pakistan mabbas650@gmail.com Kashif Hussain Asia Pacific University of Technology and Innovation, Malaysia kashif.hussain@msn.com Sami Ullah Bajwa Superior University, Pakistan sami.bajwa@superior.edu.pk Muhammad Athar Rasheed Superior University, Pakistan atharkotla@gmail.com Samer Yaghmour King Abdulaziz University, Saudi Arabia yaghmour@kau.edu.sa AT_173_v2.indd 309 12. 3. 25 09:23 310 | Academica Turistica, Year 17, No. 3, December 2024 Muhammad Abbas et al. Role of Travel Motivation and Destination Image velty, knowledge enhancement, relaxation, shopping, self-esteem, social recognition, escape from routine, social bonding, learning and discovery, thrill and excitement, destination information, destination fea- tures, family and friends, leisure and relaxation and religious and cultural considerations (Holloway & Humphreys, 2022). Extensive research has explored the relationships between travel motivation and destination image (Su et al., 2020), between travel motivation and tourists’ attitudes toward destinations (Kim et al., 2021), and between destination image and tourists’ attitudes toward destinations (Thi Khanh & Phong, 2020). However, the impact of travel motivation on both de- stination image and tourists’ loyalty to destinations remains a significant knowledge gap in the literature (Pereira et al., 2022). Studies have mostly emphasized the importance of satisfaction as a significant indica- tor of loyalty (Al‐Msallam, 2020; Khan & Hemsley- -Brown, 2024). Similarly, research has also established a significant correlation between destination image and tourist satisfaction (Jeong & Kim, 2020). Consi- dering the significant interplay between these vari- ables, a recent study in a similar context highlighted a knowledge gap, emphasizing the need to explore the role of destination satisfaction in relation to mo- tivation and destination image (Pereira et al., 2022). Likewise, Lee and Xue (2020), identified a knowledge gap, suggesting to examine tourists’ motivation link with satisfaction and destination loyalty. Hence, this study has included destination satisfaction as a mo- derator. The important argument behind the expected moderating influence is that, despite the prominen- ce of tourist satisfaction with destination (Asmelash & Kumar, 2019; Biswas et al., 2020), there are some unanswered questions about its potential role. Does destination image have a different impact on destina- tion loyalty in relation to the tourist satisfaction level? This study contributes to push and pull motivation theory by addressing notable knowledge gaps within the literature. Additionally, it advances the destination loyalty domain by examining the combined effect of travel motivation, destination image, and destination satisfaction in promoting tourist loyalty. Within the cultural context of an emerging economy, this study provides valuable insights into the specific factors that influence tourist loyalty behaviors. The findings also provide actionable recommendations for policyma- kers to design destination specific strategies to enhan- ce tourist motivation and loyalty. These recommen- dations can be used to improve destination specific attributes to boost tourism industry of Pakistan. Literature Review Theory and Hypotheses Development The concept of ‘push and pull motivation,’ initially proposed by Dann (1977), offers a social perspective on understanding visitor motivation in tourism. Whi- le early academic discussions predominantly empha- sized push factors (Dann, 1981), subsequent research recognized the complementary role of pull factors in shaping traveler motivation (Jeong & Kim, 2020; Yoon & Uysal, 2005). According to Yoon and Uysal (2005), push motivations (e.g. relaxation, family to- getherness, or safety and fun) serve as the primary drivers of tourists’ travel decisions making process. Whereas pull factors (e.g. reliable weather, cleanness and shopping, night life and local cuisine) attract tou- rists to specific destinations. This balanced approach, considering both push and pull motivations, is crucial for crafting effective promotional strategies in touri- sm. Push factors represent internal motivations that drive individuals to engage in tourism activities, while pull factors encompass destination-specific attributes that influence visitors’ perceptions of particular to- urism locations (Higham & Hinch, 2018; Potti et al., 2023). For example, Kim et al. (2006), identified we- ather, fun, entertainment, spending time with friends, and escaping routine as key push factors, while travel time, cost value, accessibility, transportation conveni- ence, and destination information emerged as signi- ficant pull factors for university graduates. Similarly, Prayag and Hosany (2014), highlighted shopping as a pull factor and rest and relaxation as a push factor motivating young Arab tourists visiting Western co- untries. Other studies have also underscored the si- gnificance of push and pull elements in elucidating tourist motivations and behaviors (Wen & Huang, 2019; Yim et al., 2021), highlighting their pivotal role in shaping travel preferences and destination choices. AT_173_v2.indd 310 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 311 Muhammad Abbas et al. Role of Travel Motivation and Destination Image Travel Motivation and Destination Loyalty Scholars consider travel motivation as a key factor in developing tourists’ loyalty toward their destination (Al-okaily et al., 2022; Leo et al., 2021), as well as one’s need to get involved in tourism activities. It results from both internal and external factors and frequen- tly serves as the catalyst for a traveler’s visit (Leo et al., 2021). According to the push and pull theory, tourist desires are influenced by internal factors like exploring recreation activities and escape from tedious routines and external factors like attractive environment and affordable pricing-related destination characteristics (Piper et al., 2022). Push aspects are closely linked to visitors’ inner needs and can be both tangible and in- tangible (Gavcar & Gursoy, 2002) and demographic, socioeconomic, and psychological (Prebensen et al., 2013). Pull factors are destination specific that mo- tivate tourists to destination selection (Prebensen et al., 2013). Prior research have also found a substantial correlation between travel motivation and destination loyalty (Sato et al., 2018). Hence, we propose H1 Travel motivation positively influences destination loyalty. Travel Motivation and Destination Image Travel motivation refers to an individual’s inner aspi- rations and intentions in line with the attractive attri- butes of a destination, resulting in an urge to plan a visit to that location (Kusdibyo, 2022). Psychological, physical, social, and exploration needs jointly con- stitute the inner motivation of an individual called a push factor (Hsu et al., 2009). Whereas, the pull factor is considered as an external facet of an individual and results from the attraction attached to a destination while considering the tangible and intangible features of the location (Blomstervik & Olsen, 2022). Besides tourism, academics from other fields have highligh- ted motivation as a crucial aspect of perception. Li et al. (2010), while investigating the linkage between motivation and destination image, found a significant impact of motivation factors (intellectual, escape, and belonging) on cognitive as well as an effective image of a destination. In their literature review, Sio et al. (2024) discovered a significant association betwe- en motivation and image building. Chaulagain et al. (2019), in their study, highlighted that destination image is an essential element that can influence tra- velers’ choices of visiting some location. Therefore, we propose: H2 Travel motivation positively influences destinati- on image. Destination Image and Destination Loyalty Destination image is referred as tourists’ perceptions of a destination, comprising various dimensions such as tourism infrastructure, hospitality atmosphere and cultural attractions (Cardoso et al., 2019). Early researcher emphasized the role of, stimulus factors and personal factors in destination image formulati- on (Baloglu & McCleary, 1999). The stimulus factors are referred as external stimulus and physical object along with previous experience, whereas, personal fa- ctors pertain to social and psychological characteristi- cs of the tourist. The variety and type of information sources (stimulus factors) influence cognitive image, whereas socio-psychological motivations (personal factors) influence only affective image. Wang and Hsu (2010), building on this perspective, provided diffe- rent dimensions of cognitive image, like amenities, tourism service quality, tourism resources, support factors, and travel environment. However, they emp- hasized that overall destination image formulation consists of both cognitive and affective image com- ponents and these dimensions do not operate in iso- lation but mutually influence each other in shaping tourist’s experiences. The later research highlighted that organic (perso- nal experience, friends and acquaintances), induced (online information source) resources also influen- ce destination images formulation (Beerli & Martín, 2004; Llodrà-Riera et al., 2015). While tourists consi- der both organic and induced sources when selecting a destination (Qiu et al., 2018), the influence of organic image tends to be perceived as stronger (Tasci, 2017). Image plays a pivotal role in the effective promotion of tourism destinations (Stylidis et al., 2017), as visitors often evaluate and choose destinations based on favo- rable impressions (Song et al., 2019). Earlier research has highlighted the critical role of destination image in developing loyalty (Folgado-Fernández et al., 2017). AT_173_v2.indd 311 12. 3. 25 09:23 312 | Academica Turistica, Year 17, No. 3, December 2024 Muhammad Abbas et al. Role of Travel Motivation and Destination Image Additionally, research has shown that tourists’ loyalty intentions are positively influenced by both cognitive and affective features of destination image, suggesting that visitors with strong perceptions about a destinati- on are more likely to recommend it to others and ex- hibit a higher inclination to revisit (Stylidis & Cherifi, 2018). Thus, we propose: H3 Destination image positively influences destinati- on loyalty. Mediating Role of Destination Image Destination image serves as a crucial factor in tou- rist decision-making processes, guiding their cho- ices regarding destinations (Chen & Tsai, 2007). A positive image has been associated with increased intentions among travelers to revisit the destination or recommend it to others, commonly referred to as loyalty (Chen & Tsai, 2007; Stylidis et al., 2020). Hal- lmann et al. (2015), discovered that destination ima- ge may both predict and directly influence tourists’ loyalty. Within this relationship motivation is consi- dered as a crucial factor influencing the image-buil- ding process and destination selection (Hosany et al., 2020). Understanding tourist motivation is deemed essential for comprehending destination preferences and improving destination (Beerli & Martín, 2004), as well as its association with tourist loyalty. Yoon and Uysal (2005), argue that the effectiveness of destina- tion promotion can be assessed through a detailed examination of traveler motivation and its interaction with loyalty. Thus, it is suggested that a destination’s positive perception, influenced by appealing travel motivations, likely mediates the relationship between travel motivation and destination loyalty. H4 Destination image significantly mediates the rela- tionship between travel motivation and destinati- on loyalty. Destination Satisfaction as a Moderator The extant literature on destination-specific satisfacti- on, rooted in the broader field of customer satisfacti- on (Shyju et al., 2023), has extensively examined the antecedents and consequences of satisfaction within tourism, encompassing factors such as travel moti- vation (Bayih & Singh, 2020), service quality & value (Demir et al., 2021), tourism products and tourist fa- cilities (Abror et al., 2021), image congruency (Huang et al., 2015) and travel involvement (Chi et al., 2018), and outcomes like traveler loyalty (Kusdibyo, 2022; Masserini et al., 2019). However, the role of satisfacti- on as a moderating variable in relation to destination loyalty remains underexplored, indicating a gap in understanding within the loyalty domain. Satisfacti- on is a crucial factor that influences loyalty (Oliver, 1980). It suggests that persons having a higher range of satisfaction visit the same place more frequently than those with low levels of satisfaction. The higher level of satisfaction with a destination (Seetanah et al., 2020), improves tourists’ intentions to revisit. Sa- tisfaction was found having non-linear impact on the intention to return, indicating that highly satisfied vi- sitors are more likely to revisit as compared to those with low satisfaction (Antón et al., 2017). Park et al. (2019), while focusing on wine tourism at Marqués de Riscal in Spain, found substantial moderating effect of satisfaction on revisit intentions. Similarly, Wong et al. (2019) found moderating role satisfaction on the link between cognitive and affective image and desti- nation loyalty intention. These varying views warrant further research to determine whether destination sa- tisfaction can holistically affect the destination image and destination loyalty relationship: H5 Destination satisfaction has a positive and signi- ficant moderating influence on destination image and destination loyalty relationship. Theoretical Framework By taking the lens of well-established push-pull fra- mework, this study developed a theoretical model whi- ch includes variables, travel motivation, destination image, destination satisfaction and destination loyalty. The theoretical framework is presented in Figure 1. Methodology Research Context The current study explores the relationship between travel motivation and tourists’ loyalty toward a de- stination, with a focus on the mediating role of de- stination image and moderating role of destination satisfaction. Data was collected from local tourists AT_173_v2.indd 312 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 313 Muhammad Abbas et al. Role of Travel Motivation and Destination Image visiting Kaghan Valley, the northern area of Pakistan. The Hazara region of Pakistan contains the Kaghan Valley, which borders Gilgit-Baltistan and Azad Jam- mu and Kashmir to the north and east, respectively, both of which are managed by Pakistan. The Lower Himalayan Mountain range encloses the 155-kilome- ter-long valley, giving rise to an alpine environment, pine woods, and alpine meadows. Glaciers, water- falls, icy mountain streams, and lakes as beautiful as crystal can be found in the valley beside the Kunhar River. The Kaghan is a well-liked summertime resort for both locals and visitors because of its picturesque scenery and surroundings. Sample and Data Collection Procedure The study employed a deductive approach with a sel- f-administered questionnaire survey. The data was collected from local tourists who had recently visited Kaghan Valley, the northern area of Pakistan. Section 1 of the questionnaire survey was related to demo- graphics, whereas section 2 focused on study variables with items. Non-probability convenience sampling was applied to collect the data between April to May 2024. For the sample size requirements, 1 item into 10 times guidelines was applied (Kock & Hadaya, 2018) to collect the data from minimum of 220 respondents. The questionnaire survey was distributed to 345 re- spondents while 236 responses were returned (68.4%). Twenty-seven questionnaires were rejected because of the missing information, further data analysis was comprised on 209 questionnaires. For respondents’ privacy, confidentiality and anonymity were ensured during the research process. No personally identifia- ble information, such as names, contact details, or any identifying details, was collected. Data was securely stored and used exclusively for research purposes to maintain the integrity of the study. Research Instruments The measurement scale was adapted from previous- ly well-established studies on the travel motivation from Beerli and Martín (2004), destination loyalty from (Patwardhan et al., 2020), destination satisfacti- on from Westbrook and Oliver (1981), and destination image from Kaplanidou (2009). The respondents were asked to rate on a five-point Likert scale with “1” being “strongly disagree” and “5” being “strongly agree”. The Cronbach’s alpha value of all these variables was fou- nd to be above than 0.70, indicating strong reliability and internal consistency. Analytical Technique Partial Least Square Structural Modeling (PLS-SEM) via Smart PLS 4.0.9.3 was applied to validate the model Figure 1 Theoretical Framework H1TravelMotivation Destination Satisfaction Destination Image Destination Loyalty H4 H2 H3 H5 AT_173_v2.indd 313 12. 3. 25 09:23 314 | Academica Turistica, Year 17, No. 3, December 2024 Muhammad Abbas et al. Role of Travel Motivation and Destination Image (Hair et al., 2019). PLS-SEM is recommended for exploring intricate mechanisms (Hair, Black et al., 2014), employing non-parametric assessment stan- dards for model evaluation. Recent studies have in- creasingly used this technique for testing complex research models that incorporate both mediator and moderator variables (Abiola-Oke, 2024). PLS-SEM employs a two-stage approach. In the first stage, the measurement model is evaluated for reliability, con- vergent validity, and discriminant validity. The second stage utilizes the structural model for hypothesis te- sting. Findings Respondents’ Socio-demographic Profile Out of all respondents, 61.4% (128) were male, and 38.6% (81) were female. The results revealed that 41.3% (87) participants were 31–40 years old, 48.9% (103) were 41–50 years old, 8.3% (17) were 51–60 years old and the remining 1.1% (2) were 61–above years in age. In the case of educational level, 55.3% (116) respon- dents had formal education (degree level studies), 39.4% (82) respondents had professional education (master level studies) and 5.3% (11) respondents had scholarly education (PhD/DBA level studies). In ad- dition, all 209 participants were domestic tourists, be- longing to different areas/states of Pakistan. Common Method Bias Self–reported data may result in “common method bias” (CMB) that might artificially articulate the fin- dings (Podsakoff et al., 2003). To assess the potential issue of CMB, the criteria of Harman’s single factor and variance inflation factor (VIF) criteria were used. Re- sults of Herman’s single factor method shows that the one factor explains less than 50% (40.60%) of the total variance, confirming the non–presence of the CMB. In addition, the values of VIF are less than 3.3, which also confirms that there is no issue of CMB (Kock, 2015). Measurement Model Assessment The “measurement model assessment” validates mea- sures using factor loading, composite reliability (CR), and average variance extracted (AVE) (Hair et al., 2019). Table 1 findings demonstrate factor loadings within accepted criteria (0.62 to 0.89) (Hair, Black, et al. 2014). CR values (0.88 to 0.91) in Table 1 confirm strong internal consistency (Hair et al., 2019). AVE values (travel motivation = 0.61; destination image = 0.60; destination satisfaction = 0.65; destination loyalty = 0.65) indicate variance above 50%, establi- shing ‘convergent validity’ (Hair et al., 2019). Discri- minant validity was confirmed by Fornell–Larcker and Heterotrait-Monotrait Ratio Criteria (Hair et al., 2019). HTMT values in Table 2 are below the criterion (0.85) confirm the discriminant validity (Henseler et al., 2015). Structural Model Assessment The proposed hypotheses were tested by using PLS-SEM in smart PLS. The “coefficient of determina- tion” (R2) and “effect size” f2 values are used to explain the ability of the overall model and the effect of each exogenous variable, respectively (Hair et al., 2019). Results of R2 show that travel motivation explains 28.6% and 49.7% variance in destination image and destination loyalty, respectively. The “effect size (f2)”, which measures the extent to which an “exogenous variable” contributes to the R2 values of an “endoge- nous variable”, was also examined. Values of f2 show the high effect size of travel motivation on destinati- on image. On the other hand, the effect of destina- tion image on destination loyalty is small (Cohen et al., 2013). Moreover, model’s predictive relevance was tested using the PLS-predict. The values of Q2 in Table 4 show medium predictive accuracy of the PLS path model (Hair et al., 2019). Model Fit Scholars suggested standardized root mean square re- sidual (SRMR) criteria to confirm the goodness of fit of the estimated model (Hair et al., 2019). The value of SRMR < 0.08 indicates a good model fit (Hair et al., 2019). Results in Table 4 confirm the goodness of fit of the estimated model with the empirical data as the value of SRMR = 0.07 < 0.08. SmartPLS structure model offers an analysis of di- rect and indirect linkages among variables, presenting t values and path coefficients (Henseler et al., 2009). The ‘path coefficient’ is alike to the standardized beta T 123 AT_173_v2.indd 314 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 315 Muhammad Abbas et al. Role of Travel Motivation and Destination Image Table 1 Convergent Validity Construct Items Loadings VIF Alpha CR AVE Destination Image People in Kaghan are friendly (DI1) 0.80 2.06 0.83 0.88 0.60 Kaghan offers suitable accommodation (DI2) 0.78 1.95 Kaghan is a safe city (DI3) 0.79 1.86 Kaghan has beautiful natural scenery (DI4) 0.78 1.81 Kaghan is an interesting city (DI5) 0.72 1.64 Destination Loyalty I am willing to revisit there in future (DL1) 0.83 2.06 0.87 0.90 0.65 I am willing to recommend there to my family and friends (DL2) 0.89 2.76 I stay for longer periods there compared to any other tourist desti- nation (DL3) 0.83 2.05 I come with more companions there (DL4) 0.85 2.43 I have a wonderful image of this place as a tourist destination (DL5) 0.62 1.43 Destination Satisfaction I am sure it was the right thing to be a tourist in Kaghan (DS1) 0.78 1.97 0.86 0.90 0.65 Using Kaghan has been a good experience (DS2) 0.86 2.34 I feel good about my decision to visit Kaghan (DS3) 0.80 2.03 I have truly enjoyed Kaghan (DS4) 0.82 1.88 I am satisfied with my decision to visit Kaghan (DS5) 0.76 1.74 Travel Motivation To know different cultures/ways of life knowledge (TM1) 0.84 2.61 0.89 0.91 0.61 To travel for Intellectual improvement (TM2) 0.79 2.08 To travel to know new, different places (TM3) 0.75 1.85 To travel for rest and relaxation purpose (TM4) 0.79 1.98 To travel to seek adventure and pleasure (TM5) 0.78 2.05 To travel to seek diversion and entertainment (TM6) 0.74 1.92 To seek recreation and entertainment leisure (TM7) 0.76 1.85 Note AVE: average variance extracted > 0.50, CR: composite reliability > 0.70, VIF: variance inflation factor < 3. Table 2 Discriminant Validity (Fornell-Larcker Criteria) Destination Image Destination Loyalty Destination Satisfaction Travel Motivation Destination Image 0.77 Destination Loyalty 0.60 0.81 Destination Satisfaction -0.45 -0.52 0.80 Travel Motivation 0.54 0.62 -0.68 0.78 Table 3 Discriminant Validity (HTMT Criteria) Destination Image Destination Loyalty Destination Satisfaction Travel Motivation Destination Image Destination Loyalty 0.69 Destination Satisfaction 0.51 0.56 Travel Motivation 0.61 0.67 0.76 Note Heterotrait-Monotrait Ratio < 0.85 AT_173_v2.indd 315 12. 3. 25 09:23 316 | Academica Turistica, Year 17, No. 3, December 2024 Muhammad Abbas et al. Role of Travel Motivation and Destination Image coefficient in regression analysis. The study followed recommendations from (Hair, Hult et al., 2014) and utilized ‘bias-corrected and accelerated (BCa) bo- otstrapping with 5,000 resampling iterations’ for hypotheses testing, as presented in table 4. Findings suggest travel motivation has a positive effect on destination loyalty (β = 0.32, t = 3.99; p < 0.05); thus, hypothesis 1 is accepted. Results in table 4 confirm travel motivation has a substantial effect on destination image (β = 0.54, t = 8.32; p < 0.05) and destination image has a positive effect on destination loyalty (β = 0.32, t = 5.38; p < 0.05); hypotheses 2 and 3 are accepted. Results also revealed that destination image significantly mediates the relationship betwe- en travel motivation and destination loyalty (β = 0.17, t = 4.46; p < 0.05), hence, hypothesis 4 is supported. Further the values of variance accounted for (VAF) in Table 4 indicated partial mediation as the value of VAF (34.64%) is between 20% and 80% (Hair, Black, et al., 2014). Finally, results showed an insignificant in- fluence of destination satisfaction on the destination image and destination loyalty link (β = 0.06, t = 1.40; Table 4 Path Analysis Relationship Beta SD t-value P-value Decision H1 TM →DL 0.32 0.08 3.99 0.00 Accepted H2 TM → DI 0.54 0.06 8.32 0.00 Accepted H3 DI → DL 0.32 0.06 5.38 0.00 Accepted H4 TM → DI → DL 0.17 0.04 4.46 0.00 Accepted H5 DS x DI → DL 0.06 0.04 1.40 0.16 Rejected Note DI = destination image, DL = destination loyalty, DS = destination satisfaction, TM = travel motivation. Bias- corrected and accelerated (BCa) bootstrapping with 5,000 resampling iterations, R2 = Determination coefficients; Q2 = Predictive relevance of endogenous. Standardized Root Mean Square Residual = 0.07; R2 Destination Image = 0.28; Q2 Destination Image = 0.27; f 2 Travel Motivation = 0.40; R2 Destination Loyalty = 0.49; Q2 Destination Loyalty = 0.39; f 2 Destination Image = 0.12; *p < 0.05, **p < 0.01, ***p < 0.001. R2 considered weak (> 0.25), moderate (> 0.50), and substantial (> 0.75). Effect size (f 2) is considered small (> 0.02), medium (> 0.15), and large (> 0.35). Q2 > 0 indicate predictive relevance. VAF = Variance accounted for = 34.64%; Full mediation is indicated by a VAF exceeding 80%, partial mediation by a VAF between 20% and 80%, and no mediation by a VAF below 20%. Figure 2 Structural Model (Hypotheses Testing) H1: 0.32***TravelMotivation Destination Satisfaction Destination Image Destination Loyalty H4: 0.17*** H2: : 0.54*** H3: 0.32*** H5: 0.06 AT_173_v2.indd 316 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 317 Muhammad Abbas et al. Role of Travel Motivation and Destination Image p>0.05); hence, hypothesis 5 is rejected. The results confirm that, beyond a certain limit, tourist satisfacti- on does not yield different outcomes, highlighting the importance of a positive perception of the destination as a critical factor in influencing tourist loyalty. Discussion The study’s findings, which demonstrate a positive mediating impact of destination image on the rela- tionship between travel motivation and destination loyalty, alongside a non-significant moderating effect of destination satisfaction, hold significant implicati- ons that extend beyond the local context. Results con- firmed travel motivation as a significant determinant of destination loyalty which is consistent with previ- ous research (Pestana et al., 2020; Santana & Sevilha Gosling, 2018; Yoon & Uysal, 2005). Additionally, tra- vel motivation strongly influences destination image, suggesting tourists’ motivation shapes their destina- tion choices, aligning with the push and pull theory (Crompton, 1979). The findings of this study are also in line with earlier research which revealed tourists’ overall image formulation, positively and significantly impacts tourists’ revisit intentions and recommen- ding destination to others, jointly referred as destina- tion loyalty (Khasawneh & Alfandi, 2019; Santana & Sevilha Gosling, 2018). Moreover, the third finding emphasized a strong positive link between Destination image and desti- nation loyalty, indicating that a positive image sig- nificantly enhances loyalty. This corroborates Li et al.’s (2023) research highlighting the importance of an improved overall perception of the destination in driving visitor loyalty. The significance of destination image as a mediator in the relationship between travel motivation and destination loyalty aligns with establi- shed global trends in tourism research. A substantial body of research has emphasized the critical role of destination image in shaping tourist behavior across diverse cultural and economic contexts (Hosany et al., 2017; Hung et al., 2021). These findings highlight that enhancing overall perception positively impacts tourists’ motivation to choose a destination. It further underscored that tourists’ motivations for choosing a specific location are tied to meeting personal needs, t4f2 with various destination attributes positively influ- encing their perception and, consequently, fostering loyalty. The study shows that destination satisfaction has a minimal impact on the correlation between desti- nation image and destination loyalty due to unique destination characteristics affecting tourist satisfacti- on (Wong et al., 2019). Positive destination perception significantly influences tourist loyalty and beyond a certain point, increased tourist satisfaction does not drastically change outcomes (Amissah et al., 2022). Cultural affinity and biases, especially tourists belon- ging to different provinces of Pakistan, may also influ- ence this phenomenon. Moreover, Pakistan’s diverse provincial cultural backgrounds can limit tourists’ loyalty to destinations in other provinces, which is consistent with prior cross-cultural research (de Mo- oij & Hofstede, 2011). Conclusion This study aimed to assess how travel motivation affects destination loyalty both directly and through the intermediary of destination image. The results highlight that travel motivation significantly contri- butes to shaping the destination image for tourists, consequently fostering destination loyalty. Moreo- ver, the findings emphasize that a positive percepti- on of the destination is a pivotal influencer of tourist loyalty. Interestingly, beyond a specific threshold, to- urist satisfaction might not yield significantly distinct outcomes. Theoretical Implications The findings confirm the crucial role of destination image as a robust mediating mechanism in the re- lationship between travel motivation and destinati- on loyalty. Consistent with prior studies (Higham & Hinch, 2018; Trang et al., 2023), destination image emerges as a significant predictor of loyalty behaviors. The study further demonstrates that a positive desti- nation image not only directly enhances loyalty but also serves as an important link, effectively translating tourists’ motivations into loyalty behaviors. Aligning motivational factors with loyalty outcomes, the fin- dings emphasize the importance of destination image AT_173_v2.indd 317 12. 3. 25 09:23 318 | Academica Turistica, Year 17, No. 3, December 2024 Muhammad Abbas et al. Role of Travel Motivation and Destination Image within the push-pull framework (Crompton, 1979), reflecting its essential role in shaping tourist behavior. Study found an insignificant moderating effect of destination satisfaction on the relationship between destination image and destination loyalty, offering a significant contribution to the literature. While pre- vious studies have predominantly focused satisfaction as a mediating variable (Bayih & Singh, 2020), this study took it as moderator, changing the conventio- nal assumptions. Findings suggest that higher levels of destination image can independently drive loyalty, regardless of satisfaction levels. This insight provides new avenues for researchers on the moderating role of tourists’ satisfaction in shaping their travel percepti- ons and behaviors in similar or different contexts. Furthermore, by exploring the applicability of sa- tisfaction as a moderator, the study extends the pu- sh-pull framework, highlighting the complexity of tourist behavior. It suggests that loyalty can be achi- eved through a strong destination image, even when satisfaction does not significantly influence the loyalty outcome (Vareiro et al., 2019; Wong et al., 2019). Practical Implications As the tourism industry continues to evolve in re- sponse to global challenges, understanding the com- plex relationship between travel motivations, desti- nation image, and loyalty has become increasingly important. These insights can guide destinations in developing targeted marketing strategies that cater to the preferences of diverse tourist segments. First, un- derstanding tourist travel motivations is essential for a destination’s success. Marketers and service providers need to grasp what drives travel choices and preferen- ces (Osei, 2022). Tailored marketing strategies based on travel motivations enhance destination image and loyalty. Therefore, destination managers must provide facilities for tourists’ relaxation, family togetherness, and safety and fun to attract tourists’ internal motiva- tion for traveling (Yoon & Uysal, 2005). Second, de- stination image significantly shapes tourists’ percepti- ons and attitudes. Managers may focus on showcasing unique features and cultural experiences to cultivate a positive image aligned with tourists’ preferences. The insignificant moderating effect of destina- tion satisfaction on the relationship between desti- nation image and destination loyalty offers a fresh perspective with important implications for global tourism strategies. While earlier research highlights the correlation between satisfaction with the overall destination experience, destination image, and loyalty (Kumar et al., 2020), this finding suggests that loyalty may not always depend on satisfaction levels. In cul- tural contexts, like Pakistan, a strong and compelling destination image may independently foster loyalty, irrespective of satisfaction levels. Cultural aspects and emotional attachment are more important to shape loyalty (Prayag & Ryan, 2012) than satisfaction alone. Therefore, managers may prioritize exceptional visi- tor experiences and meet expectations through vari- ous aspects like quality of services, conservation of tourist attractions, adequate infrastructure, and com- patible prices, may be considered while strategically positioning the destinations (Khasawneh & Alfandi, 2019; Santana & Sevilha Gosling, 2018). Fourth, tourist feedback is crucial for understan- ding their experiences and perceptions. Addressing unmet needs influences revisits and positive reviews (Torabi et al., 2022). Gathering feedback through surveys, reviews, or social media helps managers iden- tify areas for enhancement and boost tourist loyalty. Fifth, a positive destination image requires strong community and stakeholder engagement (Nguyen et al., 2022). Involvement of community allows tapping into local knowledge and resources, fostering a favo- rable perception and loyalty. Finally, tourism growth hinges on destination stability and safety (Zou & Yu, 2022). Finally, a secure environment is pivotal for attracting visitors. Policymakers should comprehend the diverse implications of tourism growth, guiding effective policies for development, especially in a de- veloping country. Limitations and Future Directions This study offers valuable theoretical and practi- cal insights, yet its limitations are important to ac- knowledge. The cross-sectional design may introduce ‘common-method bias,’ hindering cause-and-effect determination. Future research should explore time- AT_173_v2.indd 318 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 319 Muhammad Abbas et al. Role of Travel Motivation and Destination Image -lagged data collection or alternative approaches to mitigate this bias. While this study focused on the mediation of destination image and the moderation of destination satisfaction in the relationship betwe- en travel motivation and destination loyalty, future studies may explore other mediating variables, such as customer engagement, tourist experience, and in- volvement, to assess their effects in different contexts (Singh et al., 2024). Further, future research may explore ‘destination familiarity’ as a moderating fac- tor in tourist motivation to visit a specific destination. Beyond satisfaction, destination image, and motivati- on, trust also plays a significant role in visitor loyalty. To improve the predictive model, future research may consider incorporating trust as a mediator (Chen & Phou, 2013). Digitalization has reshaped tourism, influencing destination decision-making. Future research may explore the role of emerging technologies like arti- ficial intelligence and virtual reality in tourism mar- keting to enhance tourists’ experiences and loyalty. Considering the diverse cultural contexts within whi- ch tourism operates (Stepchenkova et al., 2015), cross- -cultural comparisons may provide valuable insights into how travel motivations and destination images differ across regions. Future studies may explore how cultural factors influence the relationship between travel motivation and destination loyalty, particu- larly in emerging markets. This can involve qualita- tive research methods such as interviews and focus groups to capture the perspectives of tourists from diverse cultural backgrounds. Furthermore, susta- inability has become a critical concern in the tourism industry, with increasing pressure on destinations to adopt environmentally responsible practices. 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Sustainability, 14(15), 91 AT_173_v2.indd 323 12. 3. 25 09:23 AT_173_v2.indd 324 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 325 Abstracts in Slovene Povzetki v slovenščini Induktivna raziskava s popotniki o zaznanih ovirah in gonilih za razvoj trajnostnega turizma v na naravi temelječi destinaciji Kevin Fuchs Vedno večja priljubljenost turizma v naravi poraja zaskrbljenost glede njegovih okoljskih in kulturnih vplivov ter s tem razpravo o diverzifikaciji in krepitvi gos- podarskih strategij. To je še posebej pomembno v destinacijah, kot je Phuket, ki si prizadeva, da bi se uveljavil kot vodilna svetovna turistična točka, hkrati pa se pri ohranjanju otoškega gospodarstva močno zanaša na mednarodne turistične pri- hodke. Raziskava opredeljuje zaznane ovire in dejavnike, ki turistom preprečujejo in omogočajo sodelovanje pri praksah, ki podpirajo trajnost v naravnih destinaci- jah, kot je Phuket, ter osvetljuje temeljne dejavnike, ki vplivajo na vedenje turis- tov. Empirični podatki so bili zbrani z 38 polstrukturiranimi intervjuji s popotniki generacije Z in tematsko analizirani. Rezultati izpostavljajo ključne ovire – stroške, kulturne razlike in udobje namesto trajnostnega razvoja – ter dejavnike – družbeno odgovornost, podporo politike in večjo ozaveščenost –, ki vplivajo na razvoj traj- nostnega turizma v Phuketu. Raziskava spodbuja razpravo o zapletenem preple- tanju med posameznikovimi motivi, zunanjimi dejavniki in okoljsko stvarnostjo pri oblikovanju trajnostnega vedenja turistov. V članku so obravnavane teoretične posledice za raziskovalce turizma ter praktične posledice za oblikovalce politik in podjetja. Ključne besede: zeleno vedenje potrošnikov, trajnost, okoljska ozaveščenost, razvoj turizma, turizem, trajnostni turizem Academica Turistica, 17(3), 219–231 Namera za nadaljevanje uporabe mobilnih aplikacij za naročanje hrane v kavarnah Rachel Dyah Wiastuti, Rivaldo Milnardi Omar, Stella Nathalia Ignacia, Sarim Sarim in Nurbaeti Nurbaeti Namen te raziskave je ugotoviti namero za nadaljevanje uporabe mobilnih aplikacij za naročanje hrane (angl. mobile food ordering apps – MFOA) v kavarnah na podlagi značilnosti in zadovoljstva strank. Raziskava se osredotoča na kategorijo MFOA v lasti podjetja, prilagojeno za okolje kavarn v indonezijskem kontekstu, v nasprotju s predhodnimi raziskavami, ki poudarjajo MFOA v lasti tretjih oseb. Raziskava je razvila okvir UTAUT s poudarkom na modelu za okolje gostinskih storitev z eno vrsto ponudbe. Uporabljena je bila raziskava z vprašalniki. Pridobljenih je bilo 177 veljavnih odzivov, ki so bili nadalje analizirani s SEM z uporabo SmartPLS. Upora- bljene so bile MFOA v lasti podjetja iz sedmih indonezijskih kavarniških blagovnih znamk. Izkazalo se je, da so med anketiranci najpogosteje uporabljene MFOA za kavarne aplikacije Kopi Kenangan, celo dvakrat pogosteje kot Starbucksove. Ugoto- vitve kažejo, da na zadovoljstvo strank pri uporabi MFOA vplivajo različni dejavniki samih atributov MFOA, predvsem spletno sledenje. Posledično bo to zadovoljstvo privedlo do uporabnikove namere za uporabo aplikacij tudi v prihodnje. Raziskava ponudi več praktičnih priporočil za kavarniška podjetja, da bi ta bolje razumela, AT_173_v2.indd 325 12. 3. 25 09:23 326 | Academica Turistica, Year 17, No. 3, December 2024 Abstracts in Slovene Povzetki v slovenščini kako lahko obstoj njihovih lastnih MFOA vpliva na zadovoljstvo strank in namero za nadaljevanje uporabe v prihodnosti. Ključne besede: namera za nadaljevanje, pričakovani vložek, e-zadovoljstvo, mobil- na aplikacija za naročanje hrane (MFOA), pričakovana uspešnost Academica Turistica, 17(3), 233–247 Raziskovanje razlik med luksuznimi in cenejših blagovnimi znamkami v smislu čustvenih ter funkcionalnih vrednosti, ki se uporabljajo v gostinstvu Boris Marjanović Raziskava luksuznih in cenejših blagovnih znamk v gostinstvu razkriva nasprotujo- če si poglede na preference potrošnikov in vedenje pri nakupu. Medtem ko luksuz- ne blagovne znamke obljubljajo čustveno zadovoljstvo preko vrhunskih izkušenj, cenejše blagovne znamke stremijo k zadovoljevanju praktičnih potreb s stroškov- no učinkovitimi rešitvami. Pričujoči članek preučuje kompleksnost razmerja med čustvenimi in funkcionalnimi vrednostmi, ki jih ponujajo te kategorije blagovnih znamk, z namenom razjasnitve njihovega vpliva na vedenje potrošnikov. Izvedena je bila kvalitativna analiza vsebine na desetih spletnih straneh luksuznih in cenejših blagovnih znamk v gostinstvu, da bi ugotovili razmerje med čustvenimi in funkcio- nalnimi vrednostmi, ki jih ponujajo. Analiza je razkrila vzorec obratnega razmerja med funkcionalnimi in čustvenimi vrednostmi v analiziranih luksuznih ter cenejših blagovnih znamkah. Posledično se predlaga teoretično razmerje 60 : 40 med funk- cionalnimi in čustvenimi vrednostmi za obe kategoriji blagovnih znamk, luksuzno in cenejšo, ob upoštevanju ugotovljenega vzorca obratnega razmerja. Za potrditev teh ugotovitev in poglobitev razumevanja vrednosti blagovnih znamk v gostinstvu ter drugih sektorjih priporočamo nadaljnje empirične raziskave. Ključne besede: cenejše blagovne znamke, luksuzne blagovne znamke, gostinstvo, funkcionalne vrednosti, čustvene vrednosti Academica Turistica, 17(3), 249–265 Hrvaška lestvica tws in napovedniki psihološkega počutja turistov Paula Pedić Duić in Zvjezdan Penezić Namen pričujoče razisakve je bil potrditi hrvaško različico Lestvice počutja v turiz- mu (Tourism Wellbeing Scale – TWS) in opredeliti potencialne napovednike psiho- loškega počutja turistov. Lestvica TWS temelji na teoretičnem okviru modela HOPE in meri psihološko počutje, ki je posledica turističnih dejavnosti in izkušenj. V raz- iskavi je preko obrazcev Google Forms sodelovalo 400 hrvaško govorečih odraslih, ki so izpolnili TWS, sociodemografski vprašalnik, lestvico življenjske uspešnosti in smisla življenja ter vprašalnik petih velikih faktorjev (Big Five Inventory –BFI). Konfirmatorna faktorska analiza je sprva pokazala, da se prvotni enofaktorski mo- del TWS za obravnavani primer ni optimalen, vendar pa je bil potrjen po opravljenih korekcijah, kot so jih predlagali avtorji lestvice. Lestvica TWS je pokazala notranjo konsistentnost ter pozitivno korelacijo s smislom življenja in z uspešnostjo. Merilna invariantnost med biološkima spoloma je bila manjša of konfiguracijske, metrične in lestvične invariantnosti. AT_173_v2.indd 326 12. 3. 25 09:23 Academica Turistica, Year 17, No. 3, December 2024 | 327 Abstracts in Slovene Povzetki v slovenščini Glede napovednikov psihološkega počutja turistov je hierarhična regresijska analiza pokazala, da imata ekstrovertiranost in odprtost na to počutje pozitivne, nevro- ticizem pa negativne učinke. Poleg tega so oblike turizma, kot so »odklop«, pro- stovoljstvo, dobrodelna udejstvovanja ali obiski revnih predelov, pomembno po- zitivno vplivale na psihološko počutje turistov. Starost, prijaznost in vestnost niso pomembno vplivale na psihološko počutje turistov. Naš prispevek k znanosti na področju turističnih študij je predvsem v validaciji lestvic, povezanih s turizmom, v različnih kulturnih in jezikovnih okoljih. S tem se spodbuja oblikovanje zaneslji- vih merskih instrumentov, ki omogočajo boljše primerjave psihološkega počutja turistov iz različnih okolij. Poleg tega daje opredelitev napovednikov psihološkega počutja turistov pomembne usmeritve za nadaljnje raziskave v gostinstvu. Ključne besede: Lestvica počutja v turizmu, validacija, merilna invarianca, napoved niki, multivariatna regresijska analiza Academica Turistica, 17(3), 267–278 Raziskave akulturacije v rezidenčnem turizmu Gabriela Uslu Cibere, Kemal Kantarcı, Murat Alper Basaran in Yakup Uslu Cilj: Zaradi pomanjkanja predhodnih raziskav prevzemanje predpostavk in metod splošne teorije akulturacije v rezidenčnem turizmu prinaša veliko tveganje poeno- stavitve ter napačne interpretacije rezultatov. Članek poudarja pasti raziskav o akul- turaciji v rezidenčnem turizmu, ki jih je treba upoštevati, in predstavlja vzorčno raziskavo. Metode: Med rezidenčnimi turisti v Alanyi je bila izvedena raziskava z vprašalni- kom. Vključenih je bilo 489 anketirancev iz več kot 12 držav, ki odražajo segment rezidenčnih turistov v Alanyi. Preferenca določene strategije akulturacije je bila preverjena glede na različne dejavnike in stopnjo zadovoljstva z življenjem na des- tinaciji. Ugotovitve: Mednarodni rezidenčni turisti so se v največjem številu odločili za stra- tegijo vključevanja, ki sta ji sledili asimilacija in marginalizacija. Na izbiro strategi- je so vplivale demografske značilnosti, dejavniki počitniškega vedenja, značilnosti drugega doma, osebnostne lastnosti in raven znanja o turški kulturi. Splošna stopnja zadovoljstva z življenjem je bila 4,3 od 5, kar kaže na visoko stopnjo zadovoljstva, tako pri strategiji vključevanja kot tudi pri strategijah asimilacije in marginalizacije. Zaključki: Članek razkriva pasti izbranega področja raziskave in predlaga primer- nejši pristop k raziskovanju akulturacije na področju rezidenčnega turizma. Priču- joča raziskava razkrije nekatere rezultate, ki nasprotujejo splošni teoriji akulturacije, in poziva k nadaljnjim raziskavam. Ključne besede: rezidenčni turizem, akulturacija, Alanya, akulturacija v turizmu, akulturacija rezidenčnih turistov Academica Turistica, 17(3), 279–293 AT_173_v2.indd 327 12. 3. 25 09:23 Avtentičnost in komercializacija: netnografska raziskava turističnih izkušenj v Mawlynnongu v Indiji Abhisek Porya, Sweety Mishra, and Nimit Chowdhary Raziskava raziskuje dinamično prepletanje avtentičnosti in komercializacije v po- deželskem turizmu s poudarkom na Mawlynnongu v Indiji, znanem kot najčistejša vas v Aziji. Z netnografsko analizo 359 ocen na TripAdvisorju iz obdobja od 2012 do 2024 raziskava preučuje turistične zaznave avtentičnosti in komercializacije ter razvija okvir avtentičnosti in komercializacije za podeželski turizem. Pozitivne teme vključujejo čistočo, naravno lepoto, gostoljubnost skupnosti in kulturno udejstvo- vanje preko bivanja pri domačinih. Te značilnosti prispevajo k privlačnosti vasi kot avtentične podeželske destinacije. Kljub temu so turisti izrazili tudi zaskrbljenost glede prekomerne komercializacije, vključno s pretirano gradnjo, prenatrpanostjo, previsokimi cenami in z omejenimi stiki z lokalnim prebivalstvom. Raziskava pou- darja dvojno vlogo komercializacije, ki spodbuja gospodarski razvoj in turistično infrastrukturo, hkrati pa lahko ogroža kulturno in doživljajsko avtentičnost. Raz- iskava prispeva k teoretičnemu diskurzu o podeželskem turizmu z vključevanjem trajnosti v okvir avtentičnosti in komercializacije. Praktične implikacije vključujejo potrebo upravljavcev destinacij po uravnoteženju turistične rasti s kulturno ohra- nitvijo in z avtentičnostjo. Ključne besede: podeželski turizem, turistična izkušnja, komercializacija, avtentič- nost, podeželska interakcija, netnografija Academica Turistica, 17(3), 295–308 Vloga motivacije za potovanje in podobe destinacije pri spodbujanju zvestobe destinaciji Muhammad Abbas, Kashif Hussain, Sami Ullah Bajwa, Muhammad Athar Rasheed in Samer Yaghmour Ta razsikava preučuje vpliv motivacije za potovanje na zvestobo destinaciji preko mediacijske vloge podobe destinacije in moderacijski vpliv zadovoljstva z destina- cijo, pri čemer uporablja teorijo »potiska in potega«. Podatki so bili zbrani od 209 lokalnih obiskovalcevev, ki so obiskali dolino Kaghan, ki se nahaja na severnem ob- močju Pakistana, z uporabo vprašalnika, ki so ga izpolnili sami. Za preverjanje vpli- va hipotez je bila uporabljena metoda strukturnega modeliranja z delnimi najmanj- šimi kvadrati (PLS-SEM). Rezultati kažejo, da ima motivacija za potovanje pozitiven vpliv na zvestobo destinaciji, pri čemer podoba destinacije pomembno mediira ta odnos. Rezultati nadalje razkrivajo nepomemben moderacijski vpliv zadovoljstva z destinacijo na odnos med podobo destinacije in zvestobo destinaciji. Raziskava po- nuja smernice oblikovalcem politik za sprejemanje strategij, specifičnih za določene destinacije, z namenom krepitve turistične industrije v Pakistanu. Ključne besede: motivacija za potovanje, podoba destinacije, zadovoljstvo z destina- cijo, zvestoba destinaciji, Pakistan Academica Turistica, 17(3), 311–325 AT_173_v2.indd 328 12. 3. 25 09:23 328 | Academica Turistica, Year 17, No. 3, December 2024 Abstracts in Slovene Povzetki v slovenščini - 6 AT_173_v2.indd 329 12. 3. 25 09:23 Academica Turistica Instructions for Authors Instructions for Authors Aim and Scope of the Journal Academica Turistica – Tourism and Innovation Journal (at-tij) is a peer-reviewed journal that provides a fo- rum for the dissemination of knowledge on tourism and innovation from a social sciences perspective. It especially welcomes contributions focusing on inno- vation in tourism and adaptation of innovations from other fields in tourism settings. The journal welcomes both theoretical and applicative contributions and en- courages authors to use various quantitative and qual- itative research methodologies. 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Do not use 330 | Academica Turistica, Year 17, No. 3, December 2024 AT_173_v2.indd 331 12. 3. 25 09:23 Academica Turistica Instructions for Authors footnotes or endnotes as a substitute for a reference list. Full titles of journals are required (not their ab- breviations). Citing References in Text One author. Tourism innovation specific is mentioned (Brooks, 2010). Thomas (1992) had concluded . . . Two authors. This result was later contradicted (Swar- brooke &Horner, 2007). Price andMurphy (2000) pointed out . . . Three ormore authors.Wolchik et al. (1999) or (Wolchik et al., 1999). If two referenceswith three ormore 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). Publica- tion manual of the American Psychological Associ- ation (7th ed.). Swarbrooke, J., & Horner, S. (2007). Consumer be- haviour 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- basedmother andmother-child programs for chil- dren of divorce. Journal of Consulting and Clinical Psychology, 68, 843–856. Newspapers Brooks, A. (2010, 7 July). 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 develop- ment model in Tunisia: Policies and prospects. In Y. Aposotolopoulos, P. Loukissas, & L. Leontidou (Eds.),Mediterranean tourism (pp. 197–210). Rout- ledge. Conference Proceedings Price, G., & Murphy, P. (2000). The relationship be- tween ecotourism and sustainable development: A critical examination. In M. Ewen (Ed.), cau- the 2000: Peak performance in tourism and hospi- tality 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 av- erage visitor [Paper presentation.] Tourism in Eu- rope, Durham, England. Theses andDissertations Sedmak, G. (2006). Pomen avtentičnosti turističnega 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).The state of global civil society vol- unteering: Latest findings from the implementation of the un nonprofitt handbook (ComparativeNon- profit Sector Working Paper No. 49). Johns Hop- kins University. Web Pages Croatian Bureau of Statistics. (2001). Census of popu- lation, households and dwellings. http://www.dzs .hr/Eng/censuses/Census2001/census.htm Manuscript Submission The main manuscript document should be in Mi- crosoft Word document format and the article should be submitted to http://academica.turistica.si/index .php/AT-TIJ/about/submissions Academica Turistica, Year 17, No. 3, December 2024 | 331 AT_173_v2.indd 332 12. 3. 25 09:23 AT_172-v2.indd 214 10. 9. 24 08:53