After the pandemic (COVID-19), there is a dire need to gain a competitive advantage for tourism organizations which can be accomplished by implementing new technologies to facilitate sustainable healthier services. Given that, the study aims to shed light on the importance of digital leadership to improve sustainable business performance considering the parallel mediation of digital technology and digital technology support in the tourism sector of Pakistan. The sample population consists of technology-based tourism organizations in Pakistan. Cochran’s formula was chosen for sampling, in which 37 organizations with 792 employees were selected for data through a random sampling technique. The collected data were analyzed through structural equation modeling, and findings reveal that digital leadership positively influences sustainable business performance. Furthermore, the mediating role of technological leadership support and digital technologies partially mediates the association between digital leadership and sustainable performance.

This study aims at predicting the interrelationship between among Chat GPT with its six dimensions, tourist’s satisfaction and Chat GPT usage intention as perceived by tourist, and as well as to examine the moderating effect of traditional tour operator services on the relationships between all the variables. Data were collected from 624 tourists. The study hypotheses were tested and the direct and indirect effects between variables were examined using the PLS-SEM. The SEM results showed that Chat GPT’s six dimensions have a positive and significant direct impact on tourist’s satisfaction, and emphasis the moderating role of Traditional Tour Operator Services “TTOS” on the relationship between GPT’s six dimensions and “TS”, and on the relationship between ‘TS” and Chat GPT usage intention. These findings yield valuable insights for everyone interested in the use of IT in the tourism industry, and provide effective strategies for optimizing the use of technological applications by traditional tour operators.

This study explores benefits, barriers and willingness to pay for bike-sharing service in tourism context. Based on a sample of 800 individuals who visited Da Nang, Vietnam between July and August 2023, trends in the barriers and benefits related to bike-sharing service from tourists’ point-of-view were explored. The results show that bike-sharing is appreciated for many reasons, notably for its fun/relaxing, cost saving, ease of city exploration, and promotion of better physical and mental health. However, bike-sharing services are considerably less likely to be viewed as options for faster transportation to a destination or reducing traffic hazards. Notably, eighty-six percent of non-riders indicated contentment with their existing transportation options and a lack of interest in bike-sharing services, a proportion significantly higher than any other group. Predictably, barriers related to the availability of bike-sharing and infrastructure, such as lack of sufficient number of shared bikes, far destination, and poor road conditions were notably more likely to be selected by one-time riders. The results are also evident that a significant portion of tourists is willing to pay to enhance their tourist experience with a bike-sharing service. On average, tourists were willing to pay $0.92 per hour (with a standard deviation of $0.24). This amount reflects the tourists’ recognition of the value added to their mode experience. These findings suggest that bike-sharing service play a significant role in fulfilling an essential transportation niche and have the potential to contribute to enhance tourists’ experience. Efforts aimed at addressing barriers associated with bike-sharing usage could further enhance their contribution to improve tourist satisfaction and boost attraction demand.

The study aims to investigate the impact of digital leadership on sustainable competitive advantage, digital talent, and knowledge workers. Additionally, it explores the mediating role of digital talent (DT) and knowledge workers (KW) in the relationship between digital leadership (DL) and sustainable competitive advantage (SC), using the Technology Acceptance Model (TAM) as its theoretical foundation. The researchers employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine survey data from 784 employees working in Egyptian travel agencies and tour operators. The results demonstrate that DL significantly enhances SC, DT, and KW. Moreover, DT and KW were shown to positively contribute to SC and serve as partial mediators in the relationship between DL and SC. The findings highlight the crucial role of developing DT and creating an environment that embraces technological acceptance and innovation. This approach amplifies the strategic effectiveness of DL, ultimately contributing to long-term organizational success.