This study investigates the role of Chat-GPT with augmented reality applications in enhancing tourism experiences in Thailand, focusing on behavioral intentions and innovation adoption to reduce stress in the tourism industry. The research addresses two key objectives: identifying factors driving consumers’ behavioral intentions to adopt AR apps and evaluating the robustness of a modified innovation framework for analyzing these intentions. A conceptual model integrating innovativeness, attitudes, perceived enjoyment, and revisit intentions was developed and tested using Structural Equation Modeling with data from 430 Thai tourists who have one to three years of mobile application experience. The findings highlight that service and technology innovation significantly influence perceived enjoyment and attitude, which in turn mediate the impact on behavioral intention to adopt augmented reality applications. At a significance level of p < 0.001, perceived enjoyment and attitude were identified as critical determinants of BI, underscoring the importance of intrinsic user experiences. Tourists are more likely to adopt augmented reality technologies based on personal perceptions and enjoyment rather than external recommendations. This research provides actionable insights for stakeholders in the tourism technology ecosystem, including technology providers, marketers, and policymakers. By emphasizing the interplay of social, emotional, and hedonic factors in shaping user attitudes, the study introduces a robust framework for advancing augmented reality applications in tourism. The findings underscore the importance of user-centric design to drive technology adoption and offer strategic guidance for developers and entrepreneurs aiming to enhance tourism experiences through innovative augmented reality solutions.

The tourism sector in the Aseer region of Saudi Arabia is experiencing significant growth and development, aligning with the country’s Vision 2030 strategic framework. However, rapid growth can lead to strategic drift if not managed with vigilance. This study aims to examine the role of strategic vigilance in reducing strategic drift in the tourism sector. The study employs a quantitative approach, utilizing a questionnaire distributed to a sample of 220 staff and directors from the tourism sector. The questionnaire measures the level of strategic vigilance and the level of strategic drift. The study hypothesizes a statistically significant positive relationship between strategic vigilance and reducing strategic drift. Data analysis involves exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. The findings are expected to provide insights into the effectiveness of strategic vigilance in mitigating strategic drift and offer recommendations for enhancing the tourism sector’s resilience and adaptability to accelerated environmental changes.

The pressing need to redefine the tourism industry’s relationship with nature and local communities has never been more critical. Ecotourism, as a paradigm of sustainable travel, holds transformative potential—not only for preserving our planet’s fragile ecosystems but also for fostering local cultural and economic development. In this context, the integration of circular economy principles offers innovative pathways to enhance sustainability across the tourism sector. The application of circular economy frameworks in tourism not only reduces environmental impact but also enhances economic viability by creating closed-loop systems. My interest in this topic stems from a personal conviction: Tourism should leave a positive mark, one that enriches rather than diminishes the destinations we visit. This study delves into how the hotel industry can align itself with ecotourism principles by embracing innovative, sustainable practices that minimize environmental impact while delivering authentic, high-quality experiences for travelers. Through the lens of green energy, resource optimization, and cultural integration, the research demonstrates that sustainability is both an ethical responsibility and a pathway to long-term competitiveness in tourism. By supporting local economies and protecting natural heritage, the industry can shift from being a passive observer of environmental degradation to a proactive steward of change. This work serves as a call to action for stakeholders: Our choices today will define the landscapes and cultural legacies available to future generations.

The Hungarian tourism and hospitality industry has faced serious challenges in recent years. The tourism and hospitality sector has been confronted with severe challenges in recent years. Even after the end of the pandemic, the industry has not seen the expected recovery, as rising inflation, declining discretionary income and a lack of foreign tourists have further hampered the industry. The hotel market in Budapest in particular has been significantly affected by these developments. Despite the difficulties, investors continue to see opportunities in the market. One example is the purchase by a group of real estate investors of an under-utilised leisure centre in District VII, which they intend to convert into a hotel. Our study is part of this project and its primary objective is to define the parameters of the future hotel and analyse the market opportunities and challenges. Our research focuses on the hotel market in Budapest and uses methods such as benchmarking, STEEP and SWOT analyses, as well as four in-depth interviews with key players in the market. The benchmarking examined the operations of hotels in the capital, while the in-depth interviews provided practical experience and insider perspectives. On the basis of the interviews and analyses, the study identifies possible directions for improvement and factors for competitive advantage.

The objective of this article is to examine the provision of temporary exhibitions and events by Slovak museums and galleries, and to highlight their significance in the context of selected performances of these cultural attractions in the tourism sector. The article employs a secondary data analysis of the Ministry of Culture of the Slovak Republic and annual reports from 105 museums and 10 galleries in 2017, as well as 99 museums and 15 galleries in 2022. Correlation and regression analyses were employed to assess the dependence of variables. The results of the analysis confirm a direct, moderate dependence between the number of temporary exhibitions and events and the total number of visitors in museums and galleries. Additionally, the examination demonstrated that the exhibited activity has not had a positive effect on the revenues of museums and galleries. However, with an increasing number of events, their revenues from their own activities grew. The average revenues from one event were found to be higher in museums than in galleries.

Tourist visits to a destination or attraction as a result of the destination being featured on television, video, or the cinema screen were the ones, that stimulated the creation and development of film tourism, which quickly established itself in global conditions. The main objective of the paper was focused on the identification and the perception of the conditions of film tourism development in Slovak republic. So far, a lot of film production has been realized in the country, but this potential has not yet been properly used for the creation of tourism products. Implementation of the study from a methodological point of view took place using several research methods. The pilot scientific abstraction of the issue was followed by the analysis of film conditions in the territory of Slovak Republic and their categorization. The given starting points were followed by the implementation of questionnaire research, the results of which were verified using several research methods such as Doornik-Hansen test, Kruskal-Wallis test. The results of the questionnaire research show a significant positive perception of the potential of filmmaking as a significant factor in the creation of new tourism products. At the same time, they identify key destinations that could potentially become objects of product realization. Due to the fact that this issue has not received adequate attention in domestic conditions, the study brings a new, more comprehensive view of the topic and emphasizes the power of the potential for further development.