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 expansion of short-term rental platforms like Airbnb and HomeAway has reshaped the hospitality sector, introducing competitive pressures for traditional hotels and influencing local communities in Greece. This study examines perceptions among 343 hoteliers and 277 Airbnb hosts across Greece, focusing on economic, competitive, and social impacts of Airbnb-type accommodations. This cross-sectional study used structured questionnaires to assess views on Airbnb's contribution to tourism, competition, and economic performance. Results reveal significant differences in perceptions: hoteliers expressed concerns about increased competition and regulatory inequalities, often viewing Airbnb as a mixed or negative influence on local tourism. In contrast, Airbnb hosts perceived their accommodations as beneficial for tourism growth and local economic support. Key areas of divergence included perceived competitive pressures, impact on overnight stays, and pricing strategies, with Airbnb hosts reporting more frequent economic benefits. These findings emphasize the need for a balanced regulatory approach to ensure fair competition and sustainable growth in Greece's tourism sector. By comparing the perspectives of traditional and alternative accommodation providers, this study provides insights for policymakers seeking to address evolving challenges in the Greek hospitality landscape.

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 Yangjiabu Kite Festival, originating over 2000 years ago in Shandong Province, China, stands as a testament to the enduring cultural heritage and artistic traditions of kite flying. This research explores the historical origins, cultural symbolism, festival format, community engagement, and international exposure of the Yangjiabu Kite Festival, shedding light on its evolution and impact over time. Findings reveal the festival's deep roots in ancient Chinese traditions, its role as a platform for showcasing cultural diversity and craftsmanship, and its significance in promoting tourism, cultural exchange, and soft power projection for Shandong Province. Lessons learned from the Yangjiabu Kite Festival offer valuable insights for cross-cultural application, event management, cultural diplomacy, and community development. Suggestions for future research include comparative studies, longitudinal assessments, audience research, and policy analysis to further explore the dynamics and implications of cultural festivals in a global context. Overall, the research underscores the importance of cultural festivals as vehicles for cultural preservation, tourism promotion, and intercultural dialogue, fostering mutual understanding and appreciation across borders.

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.

The target area of the survey is the rehabilitated flat area behind the capital cities of Vienna and Bratislava, which lies in the tourist area of Győr. Wetlands provide a backdrop for tourism products such as kite flying, cycling and walking. The city centre offers tourists an easy sightseeing tour behind the natural scenery of the Danube tributary (Szigetköz). Objective: The demographic characteristics of demand and preferences for active tourism product types and the extent of the scope of supply were analyzed. The present research also analyses the cycling routes in the region with regard to the EUROVELO 6 road network. The primary research was a quantitative (questionnaire) survey conducted between 10 September 2023 and 30 October 2023. The survey sample of 666 respondents is not representative and was selected by random sampling. The results of the research include an analysis of the demand for participation in cycling tourism and tour programs as activities requiring activity. The findings of the research provide a basis for demand-supply segmentation of sustainable active tourism product development based on physical experience according to demographic characteristics (e.g. age, education). The landscape of the wetland can be positioned for the bicycle tourists. Especially for the target group of people over 40 and for people with higher education. The scope of the guided tours, linked to the central offer, extends over an area of more than 50 km. Activating the target group helps the rehabilitated natural scenery to connect to sustainable tourism.