United States

The tourism and hospitality industry is most affected by the pandemic. Destinations most reliant on tourism for social and economic growth are prone to be hit hardest. Developing effective recovery strategies in this unprecedented time to support the tourism and hospitality sectors is crucial. Government and local tourism boards have been developing and promoting various tourism support schemes for the tourism and hospitality industry stakeholders. When travel restrictions are still in place, local tourism promotions are becoming vital to restart tourism for most destinations.

This study uses a case study of a travel campaign in 2020, the “Go to Travel” campaign from Japan, to raise stakeholders’ awareness of the importance of marketing communication strategy. The Japanese government encouraged collaboration across different parties, such as airlines, hotels, and local hospitality and tourism businesses, to embrace this marketing initiative. Nevertheless, the media criticized the campaign could worsen the outbreak as tourists&#39; mobility will increase the risk of transmission. This implied that the insensitivity of the local tourism board in implementing the tourism recovery plan. The study discusses and recommends effective ways to launch and monitor a tourism recovery marketing campaign.

TOUR 2021

Tourism marketing campaign for COVID-19 post-crisis recovery - A case study of the“Go to Travel” campaign in Japan

domestic tourism; covid-19 pandemic; government; tourism board; asia

Dear Delegates, 

On behalf of the organizing committee at UCF Rosen College of Hospitality Management and Elsevier, I have the greatest pleasure to welcome you to the **6th World Research Summit for Tourism and Hospitality: Resilience, Adaptability, and Innovation.** 

Though we cannot host you this year owing to Covid-19 at our beautiful resort-like campus in Orlando, Florida, we believe this virtual and live-streamed conference will provide an interactive, dynamic, and shared international platform for global academics and practitioners to discuss how to enhance research applications and knowledge management through resilience, adaptability, digital intelligence, innovation, and smart knowledge in bringing our industry and research back to normal. This summit particularly offers unique opportunities to unfold and embrace various repercussions of COVID-19 pandemic with various stakeholders, including academic researchers, industry professionals, and government officials, through dialogues on how to better utilize research outputs for the benefits of the industry, in a resilient, intelligent and innovative way. 

I hope you will agree that we have put together a wonderful program including keynote speeches, panel discussions, concurrent presentations, poster sessions, and best paper recognition and award ceremony. We hope you will take advantage of these activities and engage yourself with great learning and sharing opportunities during the two days of the Summit. Thank you for joining us and we look forward to our discussions! 

Sincerely, 
Dr. Youcheng Wang 
Dean and Preeminent Chair Professor

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This conference provides an interactive, dynamic, and shared international platform for global academics and practitioners to discuss how to enhance research applications and knowledge management through resilience, adaptability, digital intelligence, innovation, and smart knowledge in bringing our industry and research back to normal. This summit particularly offers unique opportunities to unfold and embrace various repercussions of COVID-19 pandemic with various stakeholders, including academic researchers, industry professionals, and government officials, through dialogues on how to better utilize research outputs for the benefits of the industry, in a resilient, intelligent and innovative way.

The tourism and hospitality industry is most affected by the pandemic. Destinations most reliant on tourism for social and economic growth are prone to be hit hardest. Developing effective recovery strategies in this unprecedented time to support the tourism and hospitality sectors is crucial. Government and local tourism boards have been developing and promoting various tourism support schemes for the tourism and hospitality industry stakeholders. When travel restrictions are still in place, local tourism promotions are becoming vital to restart tourism for most destinations.

This study uses a case study of a travel campaign in 2020, the “Go to Travel” campaign from Japan, to raise stakeholders’ awareness of the importance of marketing communication strategy. The Japanese government encouraged collaboration across different parties, such as airlines, hotels, and local hospitality and tourism businesses, to embrace this marketing initiative. Nevertheless, the media criticized the campaign could worsen the outbreak as tourists' mobility will increase the risk of transmission. This implied that the insensitivity of the local tourism board in implementing the tourism recovery plan. The study discusses and recommends effective ways to launch and monitor a tourism recovery marketing campaign.

poster

Studying what factors influence international tourists' behavioural intentions is the focus of this study. Reviewing the current literature, most studies have concentrated a theoretical support for the relationships between behavioural intentions and other constructs included perceived value of destination, experience quality and travel motivations, but few or virtually none of academic works do so specifically examined the relationships between behavioural intentions and perceived value of online reviews of destination and how these constructs together affect tourist behavioural intentions. This study sought to explore tourists' behavioural intentions in relation to perceived value of online reviews of destination, travel motivations, and travel experience quality. This study adopted a quantitative approach via a survey questionnaire. Each construct’s measurement models are validated using exploratory factor analysis and confirmatory factor analysis before the full measurement model is tested. The structural model is then used to evaluate the hypotheses for this thesis.The most valuable findings drawn are ; travel ‘pull’ motives were the best indicator, significant, direct and positive association with behavioural intentions. Also, the pull motives had a significant, direct and positive association with behavioural intentions. Experience quality was also a significant direct predictor of behavioural intentions. In contrast, perceived value of online reviews had no direct effect on behavioural intentions but did have an indirect effect through pull motivation and experience quality.The findings of this research indicate that perceived value of online reviews of destinations, travel motivations, and experience quality all influence tourists' behavior. Therefore, future research, particularly in the field of tourism, should incorporate the perceived importance of online review of destination factors in determining behavioural intentions along with other variables. As a result of the study, a framework has been developed for researching tourists' behavioural intentions, and these results can be used to devise marketing strategies applicable to destination and attraction branding.

The factors influencing International tourists' travel behaviors

In Malaysia, like in any other country, the coronavirus pandemic affected every industry, and especially the tourism one. Even though the consequences of COVID-19 have been multiply analysed by many researchers, its global and local impact on the tourism industry, as well as the strategies for domestic tourism survival, are still insufficiently described. This study aims to investigate the factors that discourage outbound tourists' participation in domestic tourism. Data were collected from five Focus Group Discussion in five cities in Malaysia and analyzed using a thematic analysis. The findings indicate that (i) domestic products need to be highlighted as being at par with other international or regional tourist destinations such as Bali, Phuket, or even New Zealand to shape the perception of locals into favouring and being proud of their own local destinations over international destinations; (ii) homestay programs need to be revived with incentives to reincorporate a once forgotten cultural and localised experience, especially at villages where the areas are still untouched by modern development; (iii) Tourism Malaysia should capitalise on the well-known Cuti-Cuti Malaysia slogan in its domestic tourism campaigns and the use of a hashtag #cuticutimalaysia by social media users can help Tourism Malaysia in tracking the effectiveness of the campaign; and (iv) maintenance of tourist attractions and hotels is no more optional. This includes the improvement on tourism products and services in terms of experience, facility, cleanliness and hygiene. The study results can be used by tourism businesses or researchers for developing strategies aimed at overcoming COVID-related crisis and increasing the competitiveness of domestic destinations.

Covid-19 impact and survival strategy in domestic tourism market: Analyzing the influence of encouraging factors

This paper analyses the impact of guest uncertainty before Covid-19. In this research 1909 on-line reviews were taken from booking.com and tripadvisor.com in a term between: December 2018 and January 2020 of 5 different hotels: winery hotel, island hotel, mountain hotel and two city hotels: one in capital and one in touristic city. All are in different regions in Europe. The results of the research revealed that 7% of the reviews include any guest uncertainty.The study also showed that more uncertainty appears in tripadvisor.com [http://tripadvisor.com] reviews than in booking.com [http://booking.com] reviews. What is more, more uncertainty is pointed in the specific segment of travel - leisure. It looks like this is the segment where the guests really are tuned to the best service and product. They plan they vacation and they want it to be perfect. They are also more likely to write a review that says all pros and cons of their stay. The most guest uncertainty cases were noticed at the island hotel, as typical vacation destination. And the guests like their vacation to be perfect. When the guests travel to such hotels (or any other vacation properties), the research presented the fact that the guest uncertainty seems to be the highest in months of July, August and September. It is probably due to the fact that choosing vacation spot, the guests try to analyze all the information about the property, but for some reason they cannot find it all. In conclusion, this study emphasizes the need for hotel managers to focus more on educating guests what exactly the hotel can offer. They should not leave it to other guests in their reviews. Once the guest is informed well, they know what to expect and that way the guest’s disappointment maybe be limited.

Guest uncertainty before the era of Covid-19

The aim is to focus on defining the term winescape and its attributes in the Czech environment. Model of core and supplementary services in the wine region (Byrd et al., 2016) and delimitation of the wine visitor profile and their motivation (Quintal et al. 2021) of the Czech wine destination are examined. This exposes which factors are most influential in decisions to visit (and re-visit) a winery or wine destination and to determine the role of winescape and tourism services in promoting wine destination and wine tourism generally. Implementation of semi-structured interviews with winemakers will lead to the definition of core and supplementary services on the supply side. To define the attributes of winescape, primary data collected by interviewing tourists and secondary data taken from previous foreign research in this area (Quintal, Thomas and Phau, 2015; Terziyska and Damyanova, 2020; Thomas, Quintal and Phau, 2018) will be used, which will enter the factor analysis. Furthermore, an analysis of the dependence on the gender and income of the respondents, on the Moravian wine sub-areas and on with whom they visited the sub-area was performed. In general, four variables are affected by three factors. These factors are: wine quality, natural attractions, wine culture and tradition. Wine visitors can admire the destination due to its permanent attributes, which are mainly nature (landscape) and culture (heritage, customs), thanks to additional attributes such as wine products, events, experiences and visits to the region. These attributes of a wine destination form a term of winescape. The results can be used by wineries, information centers and regional agencies in further decision-making and the creation of their strategic marketing plans. The choice of preferences and key services can thus lead to a more thorough focus of their providers as well as to adequate financial inputs for their expansion.

Factors and attributes of winescape: A case in the Czech Republic

The crisis is an altering event that impacts both life and the economy severely and is a disruption that affects a system negatively by threatening its basic assumptions and requiring immediate addressal. With the world getting globalized every passing day, there is a sharp increase in bilateral, multilateral, and regional agreements, leading to crises and disasters being a part of our existence.

Tourism is a strong tool for development and addresses a wide range of global issues such as - poverty, employment, climate change, and environmental degradation (UNWTO). This sector has witnessed turmoil and challenges due to natural disasters, global economic and financial downturns, restructuring and regulating policies, etc. The impact of the crisis on the global tourism models is directly proportional to the size and frequency of the sector, and the economy is more interconnected and hypermobile. Tourism crisis is ‘any occurrence which can threaten the normal operation and conduct of tourism related business, damage a destination’s overall reputation for safety attractiveness and comfort by negatively affecting visitor’s perception of that destination and in turn cause a downturn in the local travel and tourism economy and interrupt the continuity of business’1.

This study follows an interpretivist paradigm and will consider the crisis that the tourism industry has faced since the beginning of the millennium, which are- economic (global recession of 2008), health (COVID-19), political (terrorist attack, 9/11), and environmental or natural calamity (Kedarnath cloudburst,2013). The study will categorise crisis based on two parameters- ‘probability of occurrence’ and ‘level of control,’ and the quadrants will yield the four types of crisis. Further, we will then learn from the mitigation and control techniques that have been employed and build a future course of action for planning, response, and resolution of sector specific crises and redressal.

*1(Sönmez & Allen, 1994)

Historical evidence of crisis management by the tourism industry

Tourists often look to residents to select destinations; they perceive residents' insights of persistent, recurrent, and geographically bounded environmental hazards as a reliable, trustworthy, and authentic source of information, to the extent of influencing their travel decisions. Residents’ insights are instinctively rooted at the collective learning that is developed in past discourse, which is amplified in the absence of official communication guidelines around environmental hazards. Hence, exploring residents’ discourse dynamics offers great value in understanding their potential to influence a destination’s image. This study aims to explore residents’ discourse on a hallmark case study: Florida’s 2017-2019 Harmful Algae Bloom known as Florida Red Tide. Florida Red Tide’s discourse was analyzed by performing a combination of social network analysis and text analysis (qualitative and quantitative) on geotagged Twitter posts from Florida during the persistent localized environmental hazard. Results indicate that discourse on Florida Red Tide is tangled with social and political realities beyond the hazard impacts. Discourse evolves around specific destinations that continually suffer from the persistent and localized event of Red Tide, while the most involved counties in the conversation are in South Florida. Discourse on Florida Red Tide is fragmented and occasional, with the highest engagement during the 2018 period of the bloom. Residents’ insights contain speculative components along with scientific facts, revealing an injection of risk from such discourse to the destination’s image. Our findings contribute to the literature on environmental hazards and tourism, by providing novel insights of the complexity inherent in the socio-ecological systems in which the tourism phenomenon exists. Furthermore, our findings offer insights for destination management organizations on the importance of cooperation with other institutions to raise awareness and create communication strategies for residents on persistent localized environmental stressors, aligned to support a positive destination image.

Social media discourse’s effects on persistent localized environmental hazards in tourist destination selection: An exploratory assessment

The emergence of the Covid-19 shifted restaurant customers’ behavior from contact-based consumption (i.e., dining-in) to contactless consumption (i.e., food delivery, carry-out, curbside pick-up, and drive-through), and Online restaurant food orders have generated the biggest rate of increase in online sales (Ahorsu et al., 2020; Feber et al., 2020; Vinci, 2020). During the pandemic, restaurant consumers become habituated to a new norm, which is contactless consumption, implying that even when the restaurants fully open up after the pandemic, customers can possibly continue the contactless consumption, rather than going back to the pre-pandemic contact-based consumption.

Inertia is known as an emotional state that urges the individual to abide in the present, making them have repeat purchases even though better alternatives exist (Kuppens et al., 2010; Yanamandram & White, 2006). Similarly, nostalgia is theyearning for a return to a past period or places visited, making individuals have repeat purchases (Davis, 1979). The common outcome of these two constructs is that they generate repetitive consumption behavior (Wang et al., 2019). However, there is a temporal distinction between them. Inertia centers around maintaining the existing emotional state (De Longis, Alessandri, & Ottaviani, 2020), but nostalgia focuses more on the past (Belk, 1990).

This study aims to explore the relationship between restaurant customers’ inertia and their behavioral intentions, moderated by the level of nostalgia. Specifically, this study is expected to provide empirical implications in terms of how to utilize the newly developed infrastructure by examining the impact of inertia on restaurant customers’ continuance intentions. Further, this study can provide a guideline on how to attract people to the restaurant as a pre-pandemic period by examining the moderating role of nostalgia. Theoretically, this study examines the similarities and differences between inertia and nostalgia, and the influence of each construct on behavioral intentions.

The role of inertia and nostalgia on restaurant customers’ continuance intentions

In a past decade, travel related businesses have discovered a new way of marketing their products through social media digital influencers. The digital influencers can reach their followers in an authentic way, making the advertisement more efficient. This study analyzestheways COVID-19 pandemicimpacted top tourismdigital influencersonInstagram.Instagram content was explored from the behavioral perspectivewith thefocus onpeer review (oreWOM) and sentiment hidden behind users’ content.The data was collected throughInstagramscrapingpriorand during thepandemic.Then, changes in published content were detected through text mining andsentiment analysis. We found anincreaseinnegative sentiment,keywords related to indoor activities,and health concerns. Furthermore,theinfluencers’content productionrate andengagement from the audiencehave changed.Specifically, the way top influencers modified the content of their communication indicatestheirconnection to travel opportunities during pandemic, increasing perceived value of their work.Those influencers were able to keep their followers engaged despite inhospitable travel circumstances.We found that sustaining engagement and sharing knowledge about the destination can potentially sustain the intention to visit in the post-pandemic period.This concurs withliterature suggesting thatsocial media users expect certain functional, socio—psychological and hedonicbenefitsand that subjects with whom audiences can identify themselves, are more valuable for the consumers.Our findings contribute to understanding ofbehavior of toptravel influencers in social media.The study also contributes to the methodology ofthe user generated contentresearch in tourismandtodecision-making improvementsin tourism marketing.

Travel influencers under lockdown: The impact of COVID-19 on Instagram

Tourism experiences are shaped by the complexities of individual visitor psychological factors, and the fact that travel is inextricably linked to the issues of geographical consciousness may have an effect on the entire experience formation process. The dynamic features offered by mobile augmented reality (AR) are viewed as capable of improving how tourists engage with their surroundings. Despite the known potential of this relatively new technology, its actual acceptance among the users is still vague, especially in Malaysian context. This study thus explores the framework of mobile AR application and provides summative evaluation to examine tourist experience on the utilization of the application from the context of expectation, perception, and satisfaction. 'Iskandar.my' mobile AR app was employed in this research to evaluate tourist responses on the utilisation of this software platform in adding value to travel experience. By targeting the current and potential users of ‘Iskandar.my’ mobile apps, purposive sampling was applied. A total of 120 respondents among the local visitors of the Iskandar region was collected. The findings indicated that there was a significant influence in the respondents' experiences after utilising the AR content of the mobile apps. The use of this advanced technology provides a unique way of destination interaction and excitement of exploration that satisfies the users. However, the lack of variety in the attractions covered, as well as the app's limited offerings, were noted as factors that could affect 'Iskandar.my' competitiveness with other travel-related apps. For future improvement, it is recommended for the app's developer to improve the design and service dimension to meet users’ travelling needs. This study is limited to the mobile AR utilization experience among local visitors. Therefore, future research is recommended to include the perspective of international visitors for a better comparison of AR experience stimulation.

Tourists experience on Iskandar: My mobile augmented reality as a travel guide

The hospitality sector faces a strong challenge after the actual pandemic crisis and the labour force has to meet these new requirements (Basque Culinary Center, 2020). Employability of future professionals, hence, acquires a key role in defining and coping with those changing paradigms rapidly.

Prior work on the implication of personal traits on employability are scarce (Salvador, 2008), and the research on employability skills are imprecise (Suleman, 2018). A common definition of graduate employability is the ability to access a job, maintain it, or find another one (Hillage and Pollard 1998). Under this definition, the personal factors and individual traits acquire a higher importance on the probability of getting a job (Suleman, 2018).

Furthermore, this research studies the impact of a learning by doing and a practical focus on their Final Degree Project of the students and employability, as long as this could be understood as the primary goal of an internship (Chen, Shen and Gosling, 2018).

METHODOLOGYThe sample is a convenience group from the 4th year of Gastronomic Sciences students that answered a questionnaire after finishing their practical internship. A questionnaire was built using 4 different scales: resilience, proactive disposition, internal locus of control and emotional self regulation questionnaire. Self efficacy towards employment questions were created ad hoc for this purpose.

RESULTS AND DISCUSSIONAt the moment of uploading the abstract, there was one week left to close the questionnaire, due to the fact that there are some students that are still finishing their internships. Preliminary results might show that students with high resilience, emotional intelligence management demonstrate a better self perception towards employability. Finally, skills related to project development or capacity to build a new idea, are perceived might be the most important for having a positive perception towards employability.

New requirements for gastronomy professionals in the future? Traits development in hospitality education as a driver to enhance employability in a post Covid scenario. A case study of Basque culinary center

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