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Since it is necessary to give up real resources, goods and services to provide for the demands of tourists, the net benefits to an economy from tourism growth are typically substantially lower than gross tourism expenditure. Recognizing this, tourism researchers are paying increased attention to the concept of yield so as to inform benefit cost analysis, government policy, marketing strategies and investment decisions in the context of tourism development. First, defines the concept of yield and discusses some problems in its measurement; identifies distortions to the competitive tourism market and the implications for tourism yield; and also explores the relationship between yield and tourism expenditure as an indicator of yield. Concludes that the yield from tourism goes beyond visitor expenditure and should take account of a wide range of economic, environmental and social costs and benefits of tourism development.

Leveraging the technology acceptance model (TAM) and the stimulus–organism–response (S–O–R) theory, this paper aims to investigate how the utilitarian and hedonic factors in virtual reality (VR) technologies affect consumers' intention to travel in the endemic phase of COVID-19. At the same time, the study incorporated emotional engagement and two forms of trust as possible organisms for this model.

Through snowball sampling, data collected from 263 respondents were analysed using the partial least square structural equation modelling (PLS-SEM).

The findings revealed that among the different forms of hedonic and utilitarian factors, all but perceived entertainment has a significant positive relationship to emotional engagement. Additionally, emotional engagement positively influences trust in the product and seller. However, the results show that only trust in the seller has a significant relationship with travelling intention. Predictive analysis shows that the model displays a strong predictive power.

This study differentiates from the existing literature by investigating the effect of VR technologies on the two different forms of trust and emotional engagement on travelling intention. This study extends earlier studies by supplementing the explanatory perspective with a predictive focus, which is particularly important in making sound recommendations on managerial decision-making.

Recently, wellness tourism has gained popularity in alternative medicinal practices. Alternative medicinal practices are mostly endemic and have evolved through generations, transmitted and propagated through formal and informal modes. The purpose of this paper is to investigate the possibility of developing alternative medicinal practices in the wellness tourism market in the context of Kalari practices – oldest martial art system of the world based at Kerala, India.

Study employed an exploratory sequential method consisting of in-depth interviews with practitioners and questionnaire survey with 356 tourists. Confirmatory factor analysis has been done to confirm the latent variables of attitude towards alternative medicinal practices in wellness market.

Study results indicate that there are five latent constructs consisting of physical, psychological, emotional, social and personal evolved around 26 indicators.

This study will introduce an innovative product line for customers as it will provide enhanced opportunities for wellness and will result in indigenous knowledge protection and marketing.

The present study gives immense scope for appreciation of effectiveness of martial art practices across world and promotion of wellness tourism through alternative medicinal practices, which could be slightly modified and replicated by considering local specific medicinal practices.

This study makes the first attempt to investigate attitude towards alternative medicinal practices, especially martial art practices, in the context of wellness market.

Consumer value (CV) is endemic to marketing, and therefore, it is a crucial notion to understand the evolution of tourism research. This paper aims to review the main achievements made on CV in tourism and hospitality literature and also the shortcomings and propose avenues for future research on tourism through the lens of CV.

Through relevant citations from 1975 to 2020, a figure describes diachronically the role of CV in different paradigm flaws, both pre and post digitization: experiential consumption in the 1980s, service quality-satisfaction discussion in early 1990s, customer relationship in late 1990s and Service Dominant Logic in 2000s and beyond.

Tourism services have been preferred fields for inquiry on CV, helping to describe the idiosyncrasy of nearly all tourism consumption settings. Although there is not a clear picture on the number and nature of value dimensions (intra-variable perspective), nor in the direct and indirect effects on the quality-value-satisfaction-loyalty chain (inter-variable), new CV frameworks favor ecosystems of value (different stakeholders, different times and places and mixed motivations) in more comprehensive models.

This paper depicts how CV has contributed to tourism development as a behavioral science through the past 75 years. Moreover, it preconizes that CV is still a valid construct to address all new challenges of human beings as tourists, either online or offline, by enlightening phenomena such as e-value co-creation, over-tourism, peer-to-peer consumption and the power of tourism transformative value.

This study aims to understand the linkage among sustainability initiatives (SIs), community development (CD) and community well-being (CW) in tourism.

The exploratory sequential methodology consists of expert interviews, a questionnaire survey and the model verified with analysis of moment structures 22.

This study shows that the direct relationship between community-level SIs and CD and CW is significant and positive. The direct relationship between CD and CW is significant and positive. CD partially mediates the relationship between community-level SIs and CW in Indigenous tourism business operations.

This study assumes significance in developing Indigenous tourism destinations and calls for an integrated development strategy at the community level to enhance CW. This study provides a path for examining the contribution of grassroots-level sustainable business initiatives, their development and the community’s well-being. This study was confined to protected area-based destinations and focused on CD and well-being as a result of local-level SIs.

This study extends the scope for further research in measuring other perceived linkages of SIs with Indigenous community’s quality of life.

This study provides a path for examining the contribution of grassroots-level sustainable business initiatives and their development contributions and the ‘community’s well-being.

This exploratory research examining the relationship among community-level SIs, CD and CW hitherto unexplored in tourism among grassroot-level communities.

This paper aims to explore and model tourists’ perceptions of corruption-related holiday incidents and their impact on travel preferences and behavior.

This research methodology reflects an exploratory-sequential, mixed-method design, comprising a content analysis of 205 online reviews, followed by a survey of 268 respondents.

According to the data collected and analyzed, exposure to corruption appears to be more than an exception for holidaymakers. Moreover, tourists often associate corruption with a wide spectrum of incident types; those ranging from personal integrity threats to service delivery failures and heritage/attraction mismanagement. The impact of such incidents on travel preferences and behavior of tourists is highly dependent on the perceived competence, effectiveness and professionalism of local (destination) public services and authorities.

Recommendations for destination stakeholders include the need to enable and take ownership of tourists’ complaints and the importance of recognizing the role of heritage attractions as corruption-related symbols and destination image carriers.

This paper attempts to establish the connection between corruption and tourism externalities within the context of the recent “over-tourism” debate. In exploring tourism-corruption, the authors adopt a “micro-behavioral” perspective, which represents a novelty in the related macro/systemic-level approach, characterizing the predominant research in this area. Moreover, in terms of research methodology, both qualitative and quantitative methods are combined. This is an ambitious and challenging research design, demonstrating the synergies between the two paradigms and contributing to the completeness of the paper.

Purpose – Purpose of the research is to make a comprehensive study to elucidate the existing landscape of scientific production of disease outbreaks, pandemics and tourism research. In doing so, authors analyzed scientific production of pandemics and tourism-related studies such as year-wise publications, productive authors, institutes, funding sponsors, thematic areas of research and citation analysis.

Design/methodology/approach – Authors analyzed the research papers indexed in the online Scopus database over 50 years of time starting from 1971 to 2020 by using bibliometrics, and the data are visualized by using data visualization tools like VOSviewer and the Tableau.

Findings – The understanding of disease outbreaks and pandemics in tourism has increased over the years in terms of number of papers, citation, networks and collaborative themes of research.

Research limitations/implications – Data for the study were generated from Scopus online database and limited to English-written journal articles that were produced with search strategy of specific keywords associated with tourism, virus, pandemics and disease outbreak.

Practical implications – Findings of the research provide insights into academia and practitioners on the understanding of disease outbreaks, pandemics and tourism research, coherent development of the concept and understanding the research gap and focussed area of research.

Originality/value – As per authors' understanding, this paper would be one of the first attempts to provide greater understanding of disease outbreaks, pandemics and tourism as a research topic by examining the growth and evolution in an academic context through bibliometric analysis.

Paper type – Review paper.

Purpose: This paper uses performance theory to explore how wine-tourism experiences are orchestrated by wine tour guides to encourage engagement of consumers. It describes how such orchestration is built on material elements such as landscapes, architecture, vineyards, production facilities, and wine tastings.

Design/methodology/approach: A multi-layer ethnographic research on wine-tourism was employed. The interviews, observations, and field notes were analyzed through the lens of performance theory. A constant comparative method was used to identify emergent patterns, and a hermeneutic method was used to interpret the data.

Findings: The paper builds on performance theory and delineates the ways in which guides co-create intense experiences with participants. It portrays how tour guides often adjust their theatrical scripts to consumers’ unique needs through creative variations: surprise treats, activities, and personal stories. When guides take pleasure in tours, participants do as well, resulting in memorable co-created experiences. The tours feature processes such as pitching and relation-building techniques that call upon identity, morality, and materiality scripts, which ultimately build a sense of social obligation among participants toward tour guides and winery staff.

Originality/value: From a theoretical perspective, the paper adds value to the discussion of performance in tourism by suggesting that the service blueprint, architecture, and employee training are only part of the story. This paper shows how consumer engagement and interactions between participants, guides, architecture, and landscapes are essential elements of memorable experiences.

Research limitations: Like other studies, there are limitations to our study as well. Our study only included one-day wine tours. A broader investigation of strategic alliances between tour companies and wineries, and how wine tourists experience and sustain a sense of social obligations to the wineries they visit, will provide further insights into how wine-tourism functions as a co-creative emergent form of consumption involving individuals, products, and processes.

The aims of this Editorial are twofold: (i) synthesise emergent themes from the special issue (ii) tender four theoretical frameworks toward examination of crises in tourism.

The thematic analysis of papers highlights a diversity of COVID-19 related crises contexts and research approaches. The need for robust theoretical interventions is highlighted through the four proposed conceptual frameworks.

Crises provides a valuable seam from which to draw new empirical and theoretical insights. Papers in this special issue address the unfolding of crises in tourism and demonstrate how its theorization demands multi and cross-disciplinary entreaties. This special issue is an invitation to examine how global crises in tourism can be more clearly appraised and theorised. The nature of crisis, and the extent to which the global tourism community can continue to adapt remains in question, as dialogues juxtapose the contradictions between tourism growth and tourism sustainability, and between building back better and returning to normal.

The appraisal of four conceptual frameworks, little used in tourism research provides markers of the theoretical rigour and novelty so often sought. Beck’s risk society reconceptualises risk and the extent to which risk is manmade. Biopolitics refers to the power over the production and reproduction of life itself, where the political stake corresponds to power over society. The political ecology of crisis denaturalises “natural” disasters and their subsequent crises. Justice complements an ethic of care and values like conative empathy to advance social justice and well-being.

This paper aims to examine the extent to which micro businesses in tourism might influence the process of tourism policy formation and change in urban settings.

A conceptual framework that considers the motivations to participate in the policy‐making process and the resources needed to influence policy change informs a case study of micro businesses in Saltaire, UK.

The paper argues that, although the propensity of local micro firms to influence the local political agenda will be affected by structural considerations that manifest themselves differently from place to place, it is possible to identify key conditions that will need to be present if such enterprises are to challenge the power of other local interests.

The paper begins to redress the imbalance in the literature that has neglected micro business participation in policy formation and change.