This research focuses on the impact of the tourist experience on the relationship among destination image, tourist motivation, and tourist satisfaction on destination loyalty by examining the theoretical and empirical evidence on the causal relationship between constructs. A research model was proposed, in which nine hypotheses were developed, and the empirical data were collected from Hue city, which is a major tourist destination in Vietnam. A total of 204 questionnaires were returned, and the data were analyzed using PLS-SEM. The moderating effect of the tourist experience on the impact of the destination image, tourist motivation, and tourist satisfaction on destination loyalty is analyzed in this article. The proposed conceptual model was tested, and the results reveal a significant relationship between the two constructs to destination loyalty (destination image and tourist satisfaction). Furthermore, the findings support the proposed destination loyalty model: destination image, tourist satisfaction directly influenced destination loyalty, and tourist experience play an important role as a moderator in the relationship between tourist motivation and tourist loyalty.

Traditional handicraft villages have become an inevitable part of Vietnamese culture and play an important socio-economic role within the country's development. However, poor governmental policy and regulatory environment in Vietnam, lack of infrastructure, limited management, marketing skills and knowledge often lead to scarce information to access the market. The aim of the research is to investigate the contemporary status of digital marketing strategies and tools used in handicraft villages in Thua Thien Hue province. It will be complemented by finding out the needs of handicraft businesses about the training course and consultancy on e-marketing.The key quantitative research method is a questionnaire survey of 100 handicraft businesses in 11 villages in Thua Thien Hue province in Vietnam. The results indicated that these businesses do not use digital marketing as the main tool to acquire customers. One of the main reasons can be a fact of not owning sufficient IT technology. However, despite this, businesses realize the need for digital marketing applications and are interested in adopting digital marketing skills and training in order to enhance tourism market access within national and international borders. That is a positive sign for future application of online marketing strategies into business management.

The Czech Republic has experienced momentous tourism expansion in recent years. Nevertheless, there is a lack of empirical investigation about this development. Innovations are an essential factor for the sustainable development of the tourism industry in the Czech Republic. The paper expounds on the effect of technical and process innovations among the tour and travel companies in the Czech Republic. The study surveyed 96 travel and tour operators aged 18-40 working in the various small, medium, and large travel agencies to determine their perceptions towards innovation in their respective travel businesses. A two-phased statistical process that combined PLS-SEM and GLM examined the responses of the individuals. It revealed that technical innovation had a robust and positive relationship with corporate profitability. Process innovation remains a grey area for Czech travel businesses. The study builds upon the Process Innovations in Colombia's Tourist Enterprises or PICTE framework to induct critical insights for travel agencies and tour operators to provide these businesses a way forward and make them more competitive and sustainable. It has been observed that tourism businesses that were not early adopters of disruptive technologies became vulnerable to market mechanisms. Therefore, the relevance of this study is further accentuated. COVID-19 has accelerated the climate of VUCA (volatility, uncertainty, complexity, and ambiguity) among Czech tour and travel operators, many of whom winded up or downsized operations. Many of these firms were in the medium and small segments. In light of the present situation, it becomes imperative that travel service providers invest in modern technologies and ensure the same diffusion among the staff. The paper gave the strategies towards human resource mapping and digital transformations for the best interest of the tourism industry. Future studies are recommended to focus on longitudinal measures towards understanding innovation propensities among small and medium-sized businesses. Mixed method studies are encouraged to comprehend the corporate dynamics of change management.

The tourism industry is well-known in the services sector. However, unstable jobs and insecure careers have impacts on career commitment, which are major concerns for the relevant stakeholders. The recent experience of the global pandemic COVID-19 has also exacerbated the jobs situation and reiterated the prevailing uncertainty in the tourism industry. Therefore, the aim of the present study is to carry out a systematic literature review (SLR) for exploring and analyzing the published scientific studies on the specific issue and highlight areas for further research. The systematic literature review based on PRISMA framework was follows, considering criteria of identification, screening, eligibility, and inclusion. Initially, 200 records were identified, ended with 32 included records for detailed review. Results indicates the use of unethical pro-organization behavior (UPoB), anti-social activities, working conditions, relationship between worker and supervisor, and some controllable and uncontrollable factors significantly impact turnover intentions of employees, requires mitigation through certain staff retention policies, particularly under uncertain and crises driven situations. The study provides further research directions for researchers, related to the theoretical and practical aspects. Limitations of the study are discussed in the concluding part of the article.

No abstract