Chapter 1: Challenges in Enhancing Job Satisfaction for Optimal Hospitality Performance: A Case Study of Chain Hotels in GeorgiaChapter 2: Eco-Innovation and Hospitality and Tourism Busi
ChallengesinEnhancingJobSatisfactionforOptimalHospitalityPerformance:ACaseStudyof ChainHotelsinGeorgia
Challenges in Enhancing Job Satisfaction for Optimal Hospitality Performance: A Case Study of Chain Hotels in Georgia 1
Tinatin Zhorzholiani, David Agmashenebeli National Defense Academy of Georgia, Georgia Eka Chokheli, Ivane Javakhishvili Tbilisi State University, Georgia
Petre Adamadze, Ivane Javakhishvili Tbilisi State University, Georgia
This study delves into the complexities of bolstering job satisfaction to achieve superior performance in the hospitality sector, with a focus on chain hotels in Georgia Acknowledging job satisfaction’s critical role in determining the quality of service and overall customer satisfaction, this case study examines the unique challenges presented by the operational dynamics, cultural context, and workforce diversity within Georgian chain hotels Employing a mixed-methods approach, the study combines quantitative data gathered from surveys of employees across several leading chain hotels in Georgia with qualitative insights from in-depth interviews with hotel managers and staff Surveys were administered to 217 staff members working in international chain hotels Statistical analysis was conducted using the SPSS software package Variables were described using frequency, percentage, arithmetic mean, and standard deviation statistics, while T-tests were performed.
Eco-InnovationandHospitalityandTourismBusinessResilience:TheMediatingRoleofGreen DynamicCapabilities
Eco-Innovation and Hospitality and Tourism Business Resilience: The Mediating Role of Green Dynamic Capabilities 17
Bassam Samir Al-Romeedy, Faculty of Tourism and Hotels, Egypt
Hazem Ahmed Khairy, Faculty of Tourism and Hotels, Egypt
The study investigates the influence of eco-innovation on business resilience in the hotel and tourism industry, focusing on green dynamic capabilities as a mediator 323 responses were collected from top and middle-level management at five-star hotels and category-A travel agencies in Egypt Using the WarpPLS software 7.0, the PLS-SEM technique was used to evaluate the hypothesized model of the study Findings revealed that eco-innovation positively affects business resilience and green dynamic capabilities In addition, green dynamic capabilities positively affect business resilience Moreover, green dynamic capabilities mediate the relationship between eco-innovation and business resilience The study enhances and broadens the comprehension of dynamic capabilities theory in the context of tourism and hospitality businesses The study also helps tourism and hospitality businesses by emphasizing the importance of integrating green dynamic capabilities into tourism and hospitality businesses’ operations,
EconomicAspectsofRegionalTourismDevelopment:OntheExampleofMountainousRegions ofGeorgia
Economic Aspects of Regional Tourism Development: On the Example of Mountainous Regions of Georgia 37
Lela Bakhtadze, Tbilisi State University, Georgia
Manana Aladashvili, Iakob Gogebashvili Telavi State University, Georgia
Teimuraz Sartania, Tbilisi State University, Georgia
Natela Tushishvili, David Aghmashenebeli University of Georgia, Georgia
The chapter gives the example of different countries, how the development of tourism increased the standard of living of the local population and transformed poor rural settlements into luxurious and prestigious resorts The development of tourism in the mountainous regions of Georgia has great potential, which is caused by the variety of tourist resources Economic revitalization of mountainous regions becomes possible through tourism Based on the tourism development trends of the last five years, the number of tourists flowing in the highland regions has increased significantly, which has increased the demand for access to various economic activities Local residents have started to convert their houses into guesthouses, and some have started to engage in the adjacent tourism sectors.
EffectivenessofTerritorialMarketingforthePolishTourismBrand
Effectiveness of Territorial Marketing for the Polish Tourism Brand 54
Magdalena Tomala, Kielce University of Technology, Poland
Joanna Radowicz, Kielce University of Thechnology, Poland
Territorial marketing influences economic growth in Polish cities The effectiveness of activities, which territorial marketing carried out, should have resulted in a coherent vision and achievement of marketing goals This chapter aims to examine the dependence between the touristic strategy of territorial marketing in Polish provincial cities and economic growth The chapter is divided into three parts Firstly, the meaning of territorial marketing will be analyzed The second part will analyze the factors that influence territorial marketing The unique selling points will be described within Polish cities In the third part, the correlation between the number of tourists and Polish cities’ incomes will be analyzed It is worth mentioning that currently, most Polish cities apply marketing strategies toward tourist goals, which stand out because of their image, and specific attributions among others.
ExploringtheRelationshipBetweenTouristExperiencesatCreativeTouristDestinationsand TheirIntentionstoIndulgeinCo-CreationActivities
Exploring the Relationship Between Tourist Experiences at Creative Tourist Destinations and
Their Intentions to Indulge in Co-Creation Activities 71
Ishani Sharma, Chitkara Business School, Chitkara University, Punjab, India
Arun Aggarwal, Chitkara Business School, Chitkara University, Punjab, India
This chapter examines the evolution of tourism from passive consumption to active engagement, focusing on co-creation where tourists collaborate with service providers, local communities, and fellow travelers to shape their own experiences Central to this is creative tourism, with sites offering immersive artistic activities as a hub for co-creation This study, drawing on recent research, explores how experiences in these creative environments influence tourists’ readiness to engage in co-creation It establishes a theoretical framework connecting these experiences with their co-creative inclination and identifies key factors influencing a tourist’s intent to participate co-creatively The findings provide insights for destination planners and industry professionals, underscoring the importance of participatory experiences in building loyalty and improving visitor satisfaction The chapter concludes by highlighting research gaps and suggesting future research directions in the intersection of tourist experiences and co-creation.
LegalRegulationofTourism:ACaseofGeorgia
Industrial Tourism and Literary Tourism: Niche Marketing Perspective and Regional Development 88
Bruno Barbosa Sousa, Polytechnic Institute of Cávado and Ave (IPCA), Portugal & CiTUR, Portugal &UNIAG, Portugal
Luzia Amorim, Polytechnic Institute of Cávado and Ave (IPCA) Portugal & University of
André Catarino, 2c2t - Center of Textile Science and Technology, University of Minho,
João Rolha, Polytechnic Institute of Beja, Portugal
Victor Figueira, Polytechnic Institute of Beja, Portugal & CiTUR, Portugal
This study aims to understand some of the main trends in tourist segmentation in the (northern) Portuguese context, with an emphasis on industrial and literary tourism The research study brings together a proposed conceptual model to understand some of the main determinants of tourist demand in niche tourism environments and their behavioral intentions (i.e., satisfaction and loyalty) Also, industrial tourism is tourism in which the desired destination includes industrial sites peculiar to a particular location The concept is not new, as it includes wine tours in France The present study represents an important contribution in relation to the management of tourist destinations and the development of the relationship with the consumer This manuscript is an aid to marketing and management in specific contexts of literary and industrial tourism (e.g., Vila Nova de Famalicão, Portugal) The present study has as its main limitation its embryonic stage, not including collection of primary data or development of an empirical study.
RoleofBusinessTourisminKnowledgeEconomies
C Vetrivel, Kongu Engineering College, India K.C Sowmiya, Sri Vasavi College, India V Sabareeshwari, Amrita School of Agricultural Sciences, India
K.C Sowmiya, Sri Vasavi College, India
V Sabareeshwari, Amrita School of Agricultural Sciences, India
In the contemporary global landscape, the interplay between business and tourism has emerged as a critical factor shaping the dynamics of knowledge economies This abstract explores the multifaceted role of business tourism in fostering knowledge exchange, economic growth, and innovation As knowledge becomes a key driver of economic development, business tourism acts as a catalyst for the cross- pollination of ideas, skills, and technologies The paper delves into the symbiotic relationship between
ShiftsinTourismKnowledge:HEIContributionstoDestinationBrandingandEconomic Development
Role of Business Tourism in Knowledge Economies 120
S.C Vetrivel, Kongu Engineering College, India
K.C Sowmiya, Sri Vasavi College, India
V Sabareeshwari, Amrita School of Agricultural Sciences, India
In the contemporary global landscape, the interplay between business and tourism has emerged as a critical factor shaping the dynamics of knowledge economies This abstract explores the multifaceted role of business tourism in fostering knowledge exchange, economic growth, and innovation As knowledge becomes a key driver of economic development, business tourism acts as a catalyst for the cross- pollination of ideas, skills, and technologies The paper delves into the symbiotic relationship between business and tourism, emphasizing how international conferences, trade shows, and corporate events serve as platforms for knowledge dissemination and collaboration By bringing together professionals, researchers, and entrepreneurs from diverse backgrounds, business tourism facilitates the exchange of best practices, cutting-edge research, and industry insights.
TechnologicalRevolutionandTransformationoftheTourismSector
Shifts in Tourism Knowledge: HEI Contributions to Destination Branding and Economic
Maha K Al Balushi, Marketing Department, College of Economics and Political Science,
Mohammad Soliman, Research and Consultation Department, University of Technology and Applied Sciences, Salalah, Oman
Rowan E Kennedy, Marketing Department, College of Economics and Political Science,
Anam H Palla, Marketing Department, College of Economics and Political Science, Sultan Qaboos University, Oman
Higher education institutions (HEIs) are knowledge bases from which innovative ideas, research, and teaching initiatives can boost a destination’s appeal HEIs strengthen local people and the tourism sector by disseminating knowledge about tourism development, sustainable tourism practices, cultural heritage, and local economics Moreover, HEIs essentially serve as catalysts for the economic growth of tourist destinations, utilizing shifts and knowledge sharing to build a thriving and sustainable tourism ecosystem The current chapter seeks to provide a broad understanding of the contribution of HEIs to destination branding and economic development through tourism Collectively, the current chapter adds to the understanding of the tourist context by highlighting the critical role that HEIs play in enhancing destination branding and boosting the tourism sector’s economic growth.
TheEvolutionofKnowledgeSharinginPost-PandemicBusinessTourism
Technological Revolution and Transformation of the Tourism Sector 163
Afnen Gam Najlaoui, Institut des Hautes Études Commerciales de Carthage, Tunisia
Nedra Bahri Ammari, Institut des Hautes Études Commerciales de Carthage, Tunisia
In the age of digital transformation, the tourism sector is actively embracing a technological revolution that is reshaping the traveler’s journey The rise of smart technologies, collectively known as “Tourism 4.0,” presents opportunities to surpass conventional industry boundaries These advancements revolutionize every facet of the travel experience This transition towards intelligent tourism is not merely a technical adjustment; it represents a comprehensive reconfiguration aimed at delivering a personalized, transparent, and memorable experience to travelers In this article, the authors will delve into the key dimensions of Tourism 4.0, with a specific emphasis on the smart technologies They will explore the advantages these innovations bring to the tourism sector while identifying potential hurdles that could impede their adoption However, beyond the alluring promises of these advancements, the authors will also address the challenges inherent in the adoption of these technologies, particularly concerning resistance to change and issues related to the privacy of travelers’ personal data.
TheRelationshipsBetweenLeadershipStyles,EntrepreneurialOrientation,andKnowledge SharingintheTourismandHospitalityIndustry
The Evolution of Knowledge Sharing in Post-Pandemic Business Tourism 187
Ricardo Jorge P Coutinho, Polytechnic Institute of Cávado and Ave, Portugal
This chapter explores the evolution of business tourism in the post-pandemic era, focusing on the role of virtual platforms in driving innovation and creativity The authors examine how COVID-19’s challenges accelerated digital adoption, facilitating knowledge exchange and global interaction in business tourism The chapter delves into the transformative impact of virtual environments on creativity and innovation, highlighting the potential for expanded interaction and collaboration It also addresses the challenges of virtual communication, emphasizing trust and efficiency in team management Through case studies, the authors illustrate the successful implementation of virtual business tourism strategies, showcasing how digital technologies enhance industry resilience and adaptability To conclude, the authors reflect on the future of business tourism, underscoring the necessity of integrating new technologies and sustainable practices for sector growth and innovation.
TheRoleofNaturalandCulturalHeritageintheDevelopmentofTourism:CaseofGeorgia
The Relationships Between Leadership Styles, Entrepreneurial Orientation, and Knowledge
Sharing in the Tourism and Hospitality Industry 208
Bassam Samir Al-Romeedy, Faculty of Tourism and Hotels, Egypt
The chapter aims to explore the relationships among transformational, empowering, transactional leadership, entrepreneurial orientation, and knowledge sharing Additionally, it investigates the role of entrepreneurial orientation as a mediator between these leadership styles and knowledge sharing The study was conducted using data collected from employees at EgyptAir, with 481 valid responses The analysis employed partial least squares structural equation modeling (PLS-SEM) The results revealed a positive association between transformational, empowering, and transactional leadership, entrepreneurial orientation, and knowledge sharing Furthermore, the results indicated that entrepreneurial orientation partially mediates the relationship between transformational, empowering, and transactional leadership and knowledge sharing The study offers practical recommendations for managers in the tourism and hospitality industry, particularly in the context of airlines, to enhance entrepreneurial orientation and knowledge sharing through different leadership styles.
WTOandtheFutureofGlobalBusinessTourism:TrendsandChallenges
The Role of Agritourism and Eco-Agritourism in Social Welfare Development 228
Rusudani Kvaratskhelia, Alte University, Georgia
The positive impact of tourism on the country’s economy and the well-being of the population is recognized, however, world experience has also shown the negative aspects of the sector, such as the undesirable influence of the state on the development of the tourism industry in various aspects The development of tourism only for high commercialization harms the country’s culture, natural resources, and values The development of tourism only for high commercialization harms the country’s culture, natural resources, and values In places of mass tourism, serious problems have arisen in the direction of ecology, culture, and social development In addition to damage and pollution of the environment, depletion of natural resources, disturbance of biodiversity, and land degradation also pose a threat.
The Role of Natural and Cultural Heritage in the Development of Tourism: Case of Georgia 250
Manana Darchashvili, Georgian Technical University, Georgia In modern international relations, tourism is a priority area of the economy In this regard, special attention is paid to its development, because it has a great influence on the stable development of society, improvement of the material condition and, at the same time, the satisfaction of spiritual needs The chapter gives a clear picture of the role of cultural heritage in the development of tourism as it deals with the various directions of tourism In case of Georgia, it has very reach potential of tourism development, since it has a centuries long cultural heritage monuments/specimens, sanctuaries, hundreds of churches- monasteries and cathedrals, dozens of museums where many important relics are kept, and museum- reserves Another key issue is cultural diversity, it draws the interest of those who want to visit the cultural monuments and sanctuaries is constantly increasing The authors have to highlight that promoting the development of cultural tourism has almost always been a concern of governments at all times, which is reflected in a number of necessary regulations adopted by them.
Chapter 15 WTO and the Future of Global Business Tourism: Trends and Challenges 264
Giga Abuseridze, Caucasus University, Georgia
Olena Agapova, Hon Prof M.S Bokarius Forensic Science Institute, Ukraine
Mariana Petrova, St Cyril and St Methodius University of Veliko Tarnovo, Bulgaria The following chapter focuses on the evolving landscape of global business tourism in light of emerging trends and challenges With a particular emphasis on the role of the WTO, this study delves into the factors influencing the resilience and sustainability of the business tourism sector Through an interdisciplinary approach involving economics, policy analysis, and tourism management, the research analyzes recent developments in business tourism Special attention is given to the implications of the COVID-19 pandemic on business tourism, including relief efforts and policy interventions undertaken by governments and stakeholders Critical challenges confronting the business tourism industry, such as supply chain disruptions, inflationary pressures, and environmental sustainability concerns, are identified By synthesizing insights from economics, policy analysis, and tourism management, the research offers strategic recommendations to bolster the resilience and competitiveness of the business tourism sector amidst evolving global trends.
In the ever-evolving landscape of global business, the role of business tourism has garnered unprecedented attention from scholars, researchers, and practitioners alike As editors of this meticulously curated vol- ume, we find ourselves at the intersection of knowledge sharing and creativity in the context of business tourism The contributors to this book, hailing from diverse academic backgrounds, have delved into the multifaceted dimensions of business tourism, bringing forth a comprehensive exploration of its impact on individuals, organizations, and societies.
The esteemed editors, Muhammad Bari, Mohammad Soliman, and Emilia Alaverdov have not only demonstrated their scholarly prowess but have also shared their expertise from Government College University in Faisalabad, Pakistan, the University of Technology and Applied Sciences in Oman, and the Georgian Technical University in Georgia, respectively Their collective insights have laid the founda- tion for a discourse that spans the realms of social and management sciences, illuminating the dynamic interplay between business tourism, knowledge transfer, and creativity.
In recent years, the concept of business tourism has transcended the traditional boundaries of cor- porate travel It now encompasses a spectrum of activities, from attending conferences and workshops to participating in exhibitions and meetings across diverse locales The enriching experiences gleaned from such endeavors contribute not only to individual growth but also to the broader dissemination of knowledge and innovation.
The global landscape of business tourism has undergone a seismic shift in the wake of the COVID-19 pandemic The challenges posed by this unprecedented event have compelled businesses to adapt, in- novate, and redefine their approaches to knowledge sharing and creativity This edited reference book serves as a timely exploration of the positive and negative impacts of the pandemic on business travel, specifically its effects on the frequency of business tourism and its implications for employee learning and knowledge transfer skills.
As you navigate through the chapters of this volume, you will encounter a rich tapestry of topics ranging from the post-pandemic scope of business tourism to the intricate connections between busi- ness tourism and knowledge economies The exploration extends to the realms of e-business tourism, traditional knowledge expansion, virtual contexts for knowledge sharing, and the influence of business tourism on innovative capabilities.
In the post-COVID-19 era, the need for understanding the changing dynamics of business tourism is more critical than ever The objectives of this book align with the evolving perspectives, seeking to underscore the significance of business tourism in social and management sciences literature It aims to provide valuable insights into how business tourism can foster cross-cultural understanding, facilitate knowledge transfer, and catalyze individual and organizational innovation. xiv
The compilation of chapters within this volume is not merely an academic endeavor; it is a guide for academicians, researchers, and practitioners seeking to navigate the altered landscapes of business and tourism in the aftermath of the pandemic We invite you to delve into this collection, explore the recommended topics, and embark on a journey that transcends geographical boundaries to unravel the profound impact of business tourism on knowledge sharing and creativity.
Chapter 1: Challenges in Enhancing Job Satisfaction for Optimal
Hospitality Performance: A Case Study of Chain Hotels in Georgia
Authored by Tinatin Zhorzholiani, Eka Chokheli, and Petre Adamadze, this chapter delves into the intricate dynamics of job satisfaction within the hospitality sector, focusing on chain hotels in Georgia Recognizing the pivotal role of job satisfaction in influencing service quality and customer satisfaction, the study employs a mixed-methods approach By combining quantitative data from employee surveys with qualitative insights from interviews with hotel managers and staff, the authors unravel the unique challenges posed by operational dynamics, cultural contexts, and workforce diversity The chapter of- fers valuable insights into the complexities of bolstering job satisfaction to optimize performance in the hospitality industry.
Chapter 2: Eco-Innovation and Hospitality and Tourism Business
Resilience: The Mediating Role of Green Dynamic Capabilities
Authored by Bassam Al-Romeedy and Hazem Khairy, this chapter investigates the impact of eco- innovation on business resilience in the hotel and tourism industry, emphasizing the mediating role of green dynamic capabilities The study, conducted with top and middle-level management in five-star hotels and category-A travel agencies in Egypt, unveils the positive relationship between eco-innovation, business resilience, and green dynamic capabilities The findings underscore the significance of integrat- ing green dynamic capabilities into tourism and hospitality business operations to enhance competitive edge and long-term resilience.
Chapter 3: Economic Aspects of Regional Tourism Development
(on the Example of Mountainous Regions of Georgia)
Authored by Lela Bakhtadze, Manana Aladashvili, Teimuraz Sartania, and Natela Tushishvili, this chapter explores the economic revitalization of mountainous regions in Georgia through tourism development Drawing on examples from various countries, the authors highlight how tourism can elevate the standard of living in local populations and transform rural settlements into prestigious resorts Focusing on the potential of tourism in Georgia’s mountainous regions, the chapter out- lines the increasing demand for economic activities and the transformation of local residents into active participants in the tourism sector, converting their homes into guesthouses and engaging in complementary tourism activities.
Chapter 4: Effectiveness of Territorial Marketing in Polish tourism brand
Authored by Magdalena Tomala and Joanna Radowicz, this chapter investigates the influence of ter- ritorial marketing on economic growth in Polish cities The three-part analysis explores the meaning of territorial marketing, factors influencing it, and the correlation between the number of tourists and city incomes Emphasizing the current trend of Polish cities applying marketing strategies toward tour- ist goals, the chapter sheds light on the effectiveness of territorial marketing in shaping the economic landscape of Polish provincial cities.
Chapter 5: Exploring the Relationship Between Tourist Experiences at Creative Tourist Destinations and Their Intentions to Indulge in Co-creation Activities
Authored by Ishani Sharma and Arun Aggarwal, this chapter traces the evolution of tourism from passive consumption to active engagement, specifically focusing on co-creation within creative tourist destina- tions Drawing on recent research, the authors examine how experiences in these creative environments influence tourists’ readiness to engage in co-creation activities The theoretical framework connects these experiences with tourists’ co-creative inclination, identifying key factors influencing their intention to participate The findings provide valuable insights for destination planners and industry professionals, emphasizing the importance of participatory experiences in enhancing visitor satisfaction and loyalty.
Chapter 6: Industrial Tourism and Literary Tourism: Niche
Marketing Perspective and Regional Development