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.

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.

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.

This study aims to construct an integrative model for understanding the factors that shape Chinese tourists’ intentions to visit Thailand as a gastronomic tourism destination. In detail, we investigate the relationships among cognitive experiences, emotional experiences, cultural experiences, affective destination image, cognitive destination image, and the intention to visit Thailand for culinary experiences. Utilizing an online survey method to gather 562 Chinese tourists who have experienced Thai gastronomy, this study continues to use structural equation model to process data. The findings reveal that cognitive, emotional, and cultural experiences significantly influence tourists’ affective and cognitive destination images, positively impacting their intention to visit Thailand for its culinary offerings. The affective and cognitive destination images act as crucial mediators, intricately linking these experiences with travel intentions. This approach improves our understanding of the dynamics involved. It also provides practical insights for developing targeted marketing strategies.

This study explores the application of the co-design approach in participatory planning for the development of Kambo Tourism Village, located at the intersection of urban and rural areas in Indonesia. By combining the Delphi Consensus Method and Analytic Hierarchy Process (AHP), the study successfully identified and prioritized key aspects in the planning process, with a primary focus on local community participation. The results indicate that the co-design approach is effective in creating a masterplan that not only aligns with the needs and aspirations of the community but also supports the sustainability and inclusiveness of tourism village development. AHP results reveal that local community participation was assigned the highest priority with a weight of 0.35, followed by stakeholder collaboration with a weight of 0.27. Community participation not only contributed to the creation of a well-structured tourism village masterplan but also enhanced human resource quality and strengthened stakeholder collaboration. The impact of this participatory planning process includes increased national recognition for Kambo Village, the village’s success in receiving awards, and local economic growth. Moreover, the study identified a gap between the calculated and expected weights in the AHP process, highlighting the complexity of aligning diverse stakeholder perspectives. These findings offer both practical and theoretical contributions and open opportunities for further research to address the challenges of participatory planning in the context of tourism villages.