Natural Protected Areas (NPAs) are critical for biodiversity conservation and ecological balance. These areas are not only refuges for wildlife but also pivotal in promoting sustainable tourism. Geoparks, a unique subset of NPAs, emphasize geological heritage, offering distinctive educational and recreational opportunities. This article explores the significance of Geoparks in Portugal for geotourism and assesses the accessible digital communication strategies of Portuguese Geoparks, emphasizing the analysis of pedagogical concerns. The study highlights the importance of online engagement in enhancing visitor experiences and promoting sustainable tourism practices.

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.

The growing attention paid to industrial tourism can be seen as one of the major trends in cultural tourism and marketing and has given currency to the proposition that customer experience of industrial tourism acts as a direct personal source of information about their perceptions of companies visited and is essential for customer relationship management of companies. This study applies the service theater theory and proposes a model to explore the structural relationships among theatrical elements of industrial tourism (including setting, performance, and actor), the dimensions of customer experience (enjoyment, learning, and escape), and customers’ behavior intentions. A survey of 500 industrial tourists in a transparent factory in the health food industry was conducted in Zhuhai, Guangdong, China. The results of structural equation modeling indicate that two theatrical factors (setting and performance) relate positively to all dimensions of customer experiences. In contrast, the theatrical factor “actor” only relates positively to the learning experience. Furthermore, all dimensions of customer experience, in turn, positively affect customers’ behavioral intentions. This study will be helpful for corporate managers and tourism organizers who aim to develop and implement marketing strategies based on the service theatre theory to improve their services.

The existence of residential well-being of the locals in the sense of equilibrium-state is a competitive advantage for tourism in a given destination. The rise of overtourism could jeopardize this equilibrium and ultimately the effectiveness of tourism in a vulnerable destination. The research question of the study aimed to answer: what are the spiral dynamics of the multifactorial characteristics of the sense of place that can be mapped under the influence of overtourism. Answering the question draws attention to the sense of place—which can be interpreted as a synonym for local character—of the issues of overtourism and residential well-being. Mapping the mechanism of action of the multifactorial characteristic of locality can help to identify non-supportive functions, to pinpoint the balance point for moving towards a supportive quality, and to answer the “how yes” questions at individual, local and collective levels. The answer to the research question is the result of concluding three district-specific sub-questions. The assessment of the results was based on the content analysis of 251 posts (2017–2021) in the local public Facebook group (supplemented by a questionnaire survey of local residents (2022), 30 in-depth interviews with experts and residents (2022) conducted as part of the cross-sectional research, and 10 additional in-depth interviews with residents (2024) conducted for the last sub-question. The flowchart showing the current state of the district along a negative spiral dynamic, the possibility to turn it in a positive direction, and the mind-map-like summary of local, individual and collective mitigation and solution alternatives supporting the change of direction can be considered as a novel scientific result.

This study investigates the dynamic landscape of agritourism in Thailand, emphasizing innovations, challenges, and policy implications in the post-COVID-19 era. Employing a qualitative approach, including a comprehensive literature review and semi-structured interviews with stakeholders, the research identifies key agritourism models, such as immersive learning experiences, technology-driven agritourism, and unconventional practices like salt and coconut plantations. Findings reveal that agritourism has adapted to shifting market demands through diversification, technological integration, and a heightened focus on sustainability. Notably, technology adoption in precision farming and hydroponics enhances resource efficiency and visitor engagement, while initiatives like rice paddy field tourism and highland agritourism showcase the cultural and ecological richness of rural landscapes. The study underscores the critical role of policy frameworks, infrastructure development, and community empowerment in fostering sustainable agritourism practices. Key policy recommendations include targeted subsidies, capacity-building programs, and harmonized regulatory frameworks to address challenges such as financial constraints, regulatory ambiguities, and inadequate infrastructure. This research contributes to the broader discourse on sustainable tourism and rural development, aligning agritourism with the United Nations Sustainable Development Goals (SDGs). By synthesizing insights on innovation, resilience, and sustainability, this study offers a comprehensive roadmap for policymakers, practitioners, and academics to leverage agritourism as a vehicle for rural revitalization and global sustainability. Future research directions are proposed to explore the long-term impacts of technological integration, community empowerment, and resilience strategies in agritourism.