Promoting travelling intention within social media is significant for stakeholders to grasp a new tourism market and cultivate a new model for development of tourism industry. This study aims to understand path of destination image affecting travelling intention, and to investigate the mediation role of perceived value, furthermore, to uncover the role of moderator of situational involvement. This paper conducts a survey on tourists visiting Guilin, collecting 435 questionnaires, and uses the structural equation modeling method to explore how the image of the tourism destination affects tourists’ willingness to travel. The research results indicate that cognitive image, emotional image, and projected image all have a significant positive impact on perceived value, perceived value as a significant mediator to bridge the relationship among the destination image and tourists’ travel intention. Furthermore, situational involvement plays a negative moderating role in the mediating effect of emotional value. This study endeavor will serve to enrich the understanding of perceived value theory, destination image theory, and tourism consumer behavior theory. It will also provide theoretical foundations and policy recommendations for guiding tourism consumer behavior, analyzing destination image perception, and destination marketing.

In recent years, enological tourism, also known as wine tourism, has emerged as a globally popular tourism product. The role of wine tourism in Slovakia is similarly significant, given the country’s favourable conditions for the development of wine tourism products. The objective of this study is to analyze the current demand for wine-themed experiences among tourists in the Nitra region. This paper presents a characterization of wine tourism based on an analysis of secondary sources. Following the processing of the initial findings from a demand-oriented questionnaire survey, the authors endeavor to delineate the profile of the wine tourism visitor by examining the demand for wine tourism from the vantage point of domestic consumers. It is the authors’ contention that an understanding of the profile of the wine tourism visitor is beneficial in optimising the provision of wine tourism products and stimulating the development of tourism infrastructure.

China is currently at a critical juncture in implementing the rural revitalization strategy, with urbanization and tourism development as crucial components. This study investigates 41 counties (cities) in the Wuling Mountain area of central China, constructing an evaluation system for the coordinated development of these two sectors. The coupling coordination degree is calculated using a combination weighting method and the coupling coordination degree model. Spatio-temporal evolution characteristics are analyzed through spatial autocorrelation, while the geographic detector explores the driving factors of spatial variation. The findings reveal a significant increase in coupling coordination between urbanization and tourism, transitioning towards a coordinated phase. Spatially, urbanization and tourism exhibit positive correlations, with high-value clusters in the southeast and northwest and low-value clusters in the south. The geographical detector identifies industrial factors as the most critical drivers of spatial variation. This study offers novel insights into the dynamics of urbanization and tourism, contributing to the broader literature by providing practical implications for regional planning and sustainable development. The results are relevant to the Wuling Mountain area and serve as a reference for similar regions globally. However, the study has certain limitations, such as regional specificity and data availability, which should be considered in the context of this research.

This study investigates how digital transformation influences visitor satisfaction at 12 World Heritage Sites (WHS) across eight coastal provinces in Eastern and Southern China. Utilizing 402 valid survey responses, it explores the impact of demographic factors—education, age, and income—on visitors’ perceptions of digital services, particularly focusing on usability, quality, and overall experience. The findings reveal that younger, higher-income, and STEM-educated visitors express significantly higher satisfaction with digital services, while older, lower-income visitors report lower levels of engagement and satisfaction. This research highlights the need for tailored digital strategies that cater to diverse demographic groups, ensuring the balance between technological innovation and the preservation of cultural authenticity at heritage sites. The originality of this study lies in its focus on non-Western contexts, particularly China’s rapidly developing coastal regions, which have been largely overlooked in the global discourse on digital tourism. By applying established theoretical frameworks—such as the Technology Acceptance Model (TAM) and Expectation-Confirmation Theory (ECT)—to a non-Western setting, this research fills a crucial gap in the literature. The insights provided offer actionable recommendations for heritage site managers to enhance visitor engagement, adapt digital services to demographic variations, and promote sustainable tourism development.

This study explores the early travelers to Petra, Jordan, during the 20th century. To gain insights into the evolution of early travel experiences to Petra during this specific period, the researchers utilized narrative analysis and conducted in-depth interviews with 14 elderly inhabitants of Wadi Musa who resided in the area at that time. These interviews provided valuable information and served as a basis for visually representing the primary routes that emerged from the participants’ narratives. This study delves into the accessibility of early travelers to Petra in the 20th century by creating a comprehensive map that outlines the trails, byways, and roads used by these travelers to reach Petra. The study’s findings also revolve around the identified stages derived from the data gathered through these interviews.

Indonesia’s tourism industry has emerged as a strategic sector, contributing to the country’s foreign exchange earnings. Given the prominence of this sector, there is significant potential for further development. Indeed, a mapping study to assess the dissemination of the trend and the potential for further issues to emerge would be highly beneficial. It is encouraging to note that academics have produced substantial literature on the subject, offering insights into its many facets. However, there is still a need for more in-depth analysis to understand the trends and issues currently facing the sector entirely. Consequently, this article examines the core themes in Indonesia’s tourism studies and maps the potential for future research on tourism issues and regulations. To this end, it employs a qualitative, four-year data set (2020–2023) and a SWOT analysis to identify critical aspects of Indonesian tourism issues. The data was collected in three forms: government reports, statistical data, and research articles (n = 252 samples) from the Scopus database. The results demonstrate that the predominant trend in Indonesia’s tourism industry is the widespread embrace of ecotourism at both the local and regional levels. Instead of identifying a limited number of leading destinations, the focus has shifted towards developing tourism villages and multi-stakeholder tourism. The primary concerns are the Indonesian tourism industry’s growth potential and sustainability. The development potential of Indonesian destinations based on SWOT objectives is a crucial aspect, and its score shows that Indonesia’s tourism sector is strategically positioned to take advantage of strengths and opportunities.