Background: Kangyang tourism, a wellness tourism niche in China, integrates health preservation with tourism through natural and cultural resources. Despite a growing interest in Kangyang tourism, the factors driving tourist loyalty in this sector are underexplored. Methods: Using a sample of 413 tourists, this study employed Covariance-Based Structural Equation Modeling (CB-SEM) to examine the influence of destination image, service quality, tourist satisfaction, and affective commitment on tourist loyalty. Results: The findings reveal that destination image and service quality positively affect tourist satisfaction, affective commitment, and loyalty. Tourist satisfaction and affective commitment are identified as critical drivers of tourist loyalty. Notably, affective commitment plays a stronger role in fostering loyalty compared to satisfaction. Conclusion: These results highlight the importance of a positive destination image and high service quality in enhancing tourist loyalty through increased emotional and psychological attachment. The findings inform strategies for stakeholders to improve Kangyang tourism’s growth by focusing on emotionally engaging experiences and service excellence.

Tourism plays a crucial role in driving economic development, and there is a growing demand to integrate sustainability into the sector, particularly in the financial practices of governments. This study introduces the Quintessence Sustainable Tourism Public Finances (QSustainableTPF) model, which combines five established financial models commonly used in the tourism industry. The research aims to identify statistically significant relationships between these models and assess their impact on sustainability and financial performance in tourism. A quantitative methodology was employed, with data collected from financial reports and budget documents of both local and central governments, along with a survey of 2099 citizens and visitors conducted during the 2023–2024 period. Statistical analysis was performed using SPSS and AMOS, incorporating exploratory factor analysis (EFA), reliability testing using Cronbach’s alpha, and confirmatory factor analysis (CFA). The findings underscore the essential role of public finance in supporting tourism sustainability, particularly through transparent budgetary practices, efficient allocation of resources, and targeted investment in local tourism initiatives. The analysis reveals key insights into the benefits of financial transparency, citizen-centred budgeting, and the promotion of innovation in tourism finance. The interconnectedness of the five models highlights the importance of responsible public financial management in fostering tourism growth, enhancing investment, and ensuring long-term financial sustainability in the sector. The study offers practical implications for policymakers, advocating for the adoption of transparent and innovative financial practices to boost tourism development. It also recommends further research to broaden the scope across different regions, integrating additional public finance dimensions to strengthen sustainable tourism growth.

This study examines the rapid convergence of the tourism industry with other sectors, driven by the expanding experience economy. A conceptual model was introduced encompassing industry convergence patterns, paths, and effects to assess this convergence’s effectiveness. Using a survey of 392 tourists in Macau, these findings reveal that the tourism industry convergence path and mode positively influence the convergence effect, thereby shaping tourists’ perceived value. Moreover, this study identifies that convergence mode and effect mediate the relationship between the tourism industry convergence path and perceived value. This study validates the efficacy of industrial convergence paths and models in fostering regional industry convergence within the tourism sector. Additionally, it contributes a theoretical framework for evaluating industry convergence effects at a micro level, enhancing both the theoretical understanding and practical applications of Macao’s tourism industry and industrial convergence theory.

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 article aims to evaluate the participation of below-poverty-line local community in tourism-related business activity in Himalayan state of Uttarakhand. Further, this article addressed for those who work in the tourism sector. The study employs a mix of methods, including survey data from 500 respondents with a random sampling approach, using Analysis of variance (ANOVA) statistical tools for analysis, other methods were interviews and observations at six tourism sites in Garhwal and four sites in Kumaun. Our findings showed that there has declined in community participation in tourism development, due to the lack of economic benefits obtained in the tourism sector, many believe that the tourism sector does not provide much income growth for them and does not make a significant contribution to the development of their region. Moreover, lack of understanding is considered the basis for community’s inability to play an active role, and lack of stakeholders’ involvement in encouraging them to improve their economy and culture through the tourism sector. Ultimately, this research also underlines the existence of some efforts by tourism travel to encourage public trust, which can help reduce poverty and increase community trust in tourism development in their region.

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.