European Education

Talukder M.B., Kabir F., Kaiser F., Hoque M.

The marine tourism industry encompasses activities like water sports, coastal cruises, and marine biodiversity investigation, showing great potential for global economic growth and cultural advancement. This study examines the future of marine tourism in Bangladesh, a nation blessed with a rich maritime legacy, various coastal ecosystems, and its unrealized potential. The study also evaluates the present condition of marine tourism in Bangladesh by extensively analyzing extant literature, governmental directives, and case studies. To support the expansion of maritime tourism in Bangladesh, the study finds that integrated regulatory frameworks, public-private partnerships, and sustainable practices are necessary. This study suggests fully utilizing the nation's maritime resources for local communities, industry stakeholders, and legislators. Bangladesh can establish itself as a viable and alluring maritime tourist destination in the coming years by embracing a comprehensive strategy that will balance environmental preservation and economic growth.

Gonçalves P.R., Sousa B.B., Abreu J., Pereira M.S.

The territorial development strategies constitute an important instrument for the adequate growth and pursuit of development mechanisms transversal to different local dynamics. Territorial Marketing has assumed, in addition to Strategic Planning, a relevant importance in view of the high competitiveness between territories. Territorial Marketing assumes itself as an important working tool in the strategic planning of territories, regardless of its magnitude and typology, enhancing the promotion and development of regions taking into account existing needs and potential. The present chapter is based on an analysis of a very specific territory – Vila de Caldas das Taipas, where gaps and substantial resources are recognized that allow us to develop a plan of action and sustainable strategic development that accompanies general growth. In this sense, an intervention strategy is developed that seeks above all to provide the socio-cultural and economic well-being of the resident population, visitors, and private agents.

Zivanovic M.L.

In recent decades, research on cultural identity, state dynamics, and destination competitiveness has gained significant importance in the field of Cultural and Heritage Tourism. Specifically, in Macedonia, a region shared between two states—North Macedonia and Greece—tourism development occurs within a unique political and economic context. Does dissonant heritage hinder or promote destination development? This chapter aims to assess the destination competitiveness of Culture and (dissonant) Heritage tourism, focusing on the development of regional clusters. Perspectives from various stakeholders—academics, state officials, and tourism strategy developers—are essential. Bridging the gap in service provision and policy-making processes within this demand-led industry requires a shared doctrine. Notably, this introduces an additional perspective to the existing Competitiveness theory. While Culture and Heritage are recognized as core attractors, the dissonant aspect remains unexplored. Balkan states offer opportunities for further research in culture and heritage clusters.

Inanir A., Karakuş Y.

Factors such as the development of technological possibilities, the growth of economies, social changes and the disappearance of borders have led individuals to travel to more distant regions. Depending on this situation, individuals have had to choose among multiple destinations. As a matter of fact, some destinations may be rejected for different reasons. Effective plans and policies should be developed to reduce the rejection of destinations. However, plans and policies to be developed for destination preference will not work in case of destination rejection. Because the consumer will remain a tourism product that is not even involved in the purchase decision process. This book chapter makes some inferences to contribute to the destination management process to eliminate this negative situation.

de Almeida G.G., Minasi S.

Purpose The purpose is to examine how a territorial brand positions a tourism destination. Design/methodology/approach The strategy used a case study using a qualitative approach. Findings/Conclusion The results highlight the use of the territorial brand and scope-creating local events in urban areas. Studying the territorial brand in the context of cultural studies also extends to the study of tourism. Research limitations The study's shortcoming was that it was limited to cities in the interior. We propose broadening the study to include the realities of other small towns. Practical and Theoretical Implications The contributions address the complexity of the investigated themes, destination branding, place branding, and territorial brand. Originality There are certain places, such as Brazil, where the brand of the place is still embryonic. The territorial brand led from the feeling of local belonging. The reality of the city of Pelotas can reflect the existence of other territorial brands, and this study contributes to exposing this.

Papp-Váry Á.F., Hajeer A.

This chapter explores the role of storytelling in destination marketing and management, focusing on the utilization of slogans to enhance distinctiveness of tourist destinations, particularly European capitals. It discusses the application of narrative techniques in marketing to distinguish places in tourism market. The research identifies a gap in current understandings of how slogans can be employed in creating compelling destination brands that resonate with potential visitors. Through qualitative analysis of various slogans, the study highlights the importance of unique brand identities for destinations, which establish emotional connections with the audience. The findings suggest that storytelling transcends traditional advertising, offering a branding tool that can impact a destination's appeal and competitiveness. The chapter concludes by emphasizing the strategic value of narrative in destination marketing, proposing that effective storytelling can lead to more successful branding efforts and a stronger connection with target audiences.

An J.

Sport is crucial to understanding destination marketing due to local/international, one-off/continual, and vacation-centric natures. This chapter summarizes the scholarship of sport and destination marketing using the domain-specific bibliometric review. This method allows us to evaluate thematic evolution in addition to backward-looking and forward-looking impacts across the disciplines. The findings revealed that destination marketing is transitioning from professional-driven sports event tourism to amateur-driven active sport tourism and is open to service innovation with emerging technologies. This research synthesis helps practitioners and academics assess research progress and suggest future research directions that may facilitate the inclusion of emerging technologies to service innovation at the intersection of sport and destination marketing.

Valachis I., Trihas N.

The aim of this chapter is by focusing on the emerging tourism destination of Veria in Greece, to emphasize the importance of tourism awareness of the local community in achieving sustainable tourism development. In order to achieve this aim, the initiatives of the Tourism Department of the Municipality of Veria to raise tourism awareness of the local community are presented. The goal of these initiatives was to turn local residents into ambassadors for their city. Better knowledge of local points of interest and their importance, and greater familiarity with the concepts of hospitality and sustainability can lead to a behavior towards visitors that will meet their expectations and maximize their positive experiences from the destination. Findings and discussion of this case study are useful to academic researchers and organizations (DMOs, tourism bodies, community stakeholders) interested in sustainable tourism development.

Silva J.S., Sousa B.B.

Some Special Forms of Tourism (SFT) are the result of technological developments (e.g. virtual tourism, e-tourism, or emotional intelligence) or using highly developed specialist systems that can provide a greater variety of tourism products and tourism services. Geocaching is an outdoor recreational activity, in which participants use a Global Positioning System (GPS) receiver or mobile device and other navigational techniques to hide and seek containers, called geocaches or caches, at specific locations marked by coordinates all over the world. Apparently, this tourist practice could be an important tool in the dissemination and notoriety of tourist destinations (i.e. territorial management), as well as in regional and local development. This chapter aims to present some illustrative cases of geocaching as a territorial management tool. From an interdisciplinary perspective, the chapter presents insights for marketing (territorial) and tourism (niches and segments with specific motivations). At the end, lines of future research will be presented.

Milojković D., Štetić S., Trišić I.

Countryside walking tourism contributes to sustainable rural socio-economic development. The purpose of the research is to observe the possibility of managing countryside walking tourism in a village according to the expectations of tourists during their travel and vacation in rural destinations. The research methodology was based on a descriptive statistical analysis using the survey for gathering data from the rural tourism demand market, and the VICE model for sustainable tourism for getting conclusions. The key result indicated that countryside walking tourism management should consider the tourists' expectations related to the clean environment. It preserved nature as the most influencing factor in the choice of a walking tour in rural destinations, and at the same time, it is more important to the female than to the male population. The authors recommend incorporating countryside walking tourism into walking strategies as a part of rural and tourism development policies.

Nag A., Mishra S.

Heritage-led destination management is crucial for gaining a competitive edge in the global tourism industry. This paper explores the link between heritage assets and destination competitiveness, emphasizing their role in attracting visitors, generating economic benefits, and distinguishing a destination. It delves into factors enabling differentiation, including heritage preservation, effective interpretation, infrastructure, cultural events, and community collaboration. Case studies illustrate how these strategies boost visitor numbers, revenue, and destination image. Challenges like balancing conservation and tourism, over-tourism, and community involvement are discussed. The paper advocates sustainable heritage-led tourism to ensure long-term success and heritage preservation. It serves as a guide for destinations aiming to leverage their heritage for competitive advantage.

Sousa B.B., Abreu J., Santos L.M., Silva V., Figueira A.P.

The film tourism business incorporates a series of activities. The development of destination marketing campaigns to promote films, while, increasingly, common initiatives between DMOs and filmmakers to promote films and tourist destinations. In several situations, a film or a documentary can prove to be a crucial element of communica-tion and dissemination of a country, a city or a territory. These cinematographic imag-es can influence consumers' decisions regarding their motivations to visit the places where the films were recorded. Tourism and cinema may represent a common element in favour of regional development and community feeling (e.g. a film about the histo-ry or culture of a population). The present study, in an exploratory approach, intends to understand the phenomenon and the importance of film tourism as a preponderant element in the management of territories (i.e. tourist destinations). Therefore, semi-structured interviews were carried out to define the object of study. Future studies, through a quantitative approach, should allow a greater generalization of results.

della Sala V.

The aim of this chapter is to examine the different use of the Summer Olympic Village over the years. Initially, the article will observe the temporal evolution of the built Olympic villages, establishing significant patterns that have followed over time. The evolution of Olympic Village models implies a critical reflection on how host communities experiment with collaborative forms and practices aimed at decreasing the phenomena of social exclusion. The composition of new housing units in central areas of metropolises may foment the emergence of new forms of gentrification or segregation within host cities.

Vijay K., Ganesh B. S., Samuel P., Manohar E., Ganeshkumar P.

Artificial intelligence (AI) has revolutionized technology, bringing a paradigm shift in how we perceive the world and conduct business. Generative AI and other developments have amplified its importance, particularly in leadership. Leaders can now harness vast amounts of data, using AI algorithms to make more precise, data-driven decisions. AI's learning algorithms uncover hidden patterns and relationships, offering insights often missed by management teams. This chapter explores AI's impact on leadership, highlighting cases, trends, challenges, and techniques. It also addresses privacy and data security concerns, emphasizing the game-changing potential of AI in transforming leadership across industries.

Hazarika D.D., Dhaliwal A.

The contemporary landscape of marketing is characterized by unprecedented turbulence and disruption, necessitating a rapid acquisition of new skills by marketing professionals. The transition from brand-centric paradigms to a customer-centric approach underscores the critical importance of understanding consumer dynamics, marking this period as the era of the customer. Customer intimacy has evolved from a supplementary strategy to an essential component of corporate strategy. Technological advancements enable organizations to achieve both scale and customer intimacy, leading to a profound transformation in marketing structures and the competencies required of people involved in marketing & retail. This paper examines the various contemporary challenges that organizations encounter at the customer interface while proposing technology-based solutions and trends to navigate a cluttered marketplace. With the customer positioned at the core of the experience, this discussion emphasizes the pivotal role of technology as an enabler for skill enhancement and improved customer experience.