The COVID-19 phenomenon led to an increase in the digitalization of the tourism sector, reducing the demand for services and affecting business performance. There is no doubt that leadership plays a fundamental role in the management of organizations. Therefore, it is necessary to delve deeper into the study of the collaborative style to build social capital and measure the impact it can generate on the performance of tourism companies. The influence of collaborative leadership, in its dimensions of resources and work environment, as well as the mobilization of interest groups, on financial and non-financial performance was analyzed, in addition to the mediation of social capital in this relationship. It was carried out under a quantitative approach, not experimenting in the design, taking the data only once, the sample was made up of 782 representatives of Peruvian tourism companies, using self-administered questionnaires and SEM for the analysis. The results indicate that resources and the work environment positively impact financial performance, but not social capital. Furthermore, stakeholder management influences both non-financial performance and social capital. Likewise, it is confirmed that social capital positively affects both dimensions of organizational performance. A partial mediation of social capital was found, as stakeholder management was associated with non-financial performance, with no mediation in the relationship between resources and work environment on financial performance. These findings highlight the need to strengthen collaborative leadership to improve the performance levels of companies that provide tourism services.

The objective of the study has two folds: first, the study analyzes the role of country governance in tourism. Second, the study investigates the impact of tourism on the environmental quality. For this purpose, the data from 1997 to 2018 are collected from the World Bank and Global Economy. Augmented Dickey Fuller (ADF) test and ordinary least square regression models are used to analyze the impact. The study finds positive impact of rule of law, control of corruption, political stability and government effectiveness on tourism. The study also finds a negative relation between tourism and environmental quality of Pakistan. The study recommends the tourism destination planners to continuously monitor their country and to work with the government towards stability and protection and safety of tourists and for the general public. The rules to control corruption must also be implemented in a blanket form. The study also recommends the researchers to promote research on the relationship between country governance and tourism. Overall, the evidence of the study provides innovative information regarding the impact of country governance on tourism and tourism on environmental quality, which political leaders, tourist analysts and policymakers can use to shape policies in order to promote the tourist industries.

The purpose of this study is to investigate the impact of social media marketing on value co-creation for tourism customers through the mediation effect of customer engagement capability. A quantitative research design was employed to conduct a survey-based study from employees working in tourism companies in Saudi Arabia. A convenience sampling technique was used to collect data from 297 employees from tourism companies in Saudi Arabia. Data analysis was performed with structural equation modeling. The study findings indicate that social media marketing significantly influences customer engagement capability and value co-creation for tourism customers. Additionally, customer engagement capability plays a significant mediating role between social media marketing and value co-creation for tourism customers. This indicates that customer engagement plays a vital role in transforming digital marketing activities into valuable customer outcomes. Moreover, the value of social media platforms is recognizable in terms of interaction and collaboration with valued customers. Hence, tourism companies in Saudi Arabia can take part in digital transformation while managing tourism activities in line with the priorities of Vision 2030. The study provides a better understanding of how digital engagement initiatives can add value to co-creation in the tourism sector.

The present investigation analyzes how the dynamism of the environment affect the relationship be-tween the capacity of adaptation and the pioneering behavior in the companies of the tourism sector in Peru. The empirical study was carried out in 238 tourist companies located in the cities of Lima, Arequipa and Cuzco considered as a cultural heritage of Perú. Regarding to the results achieved in the study, the proposed model allows detecting a direct, significant effect between the ability to adapt and pioneering behavior, whose relationship is accentuated through market dynamism and technological dynamism, and is weakened by competitive intensity. This work contributes to the ex-isting theory and demonstrates through practical application the linkage of the dimensions of the dy-namism of the environment as drivers of adaptive capacity in companies in the cultural tourism sec-tor that are necessary to obtain advantages for a behavior Pioneer in an existing competitive market.

The purpose of this research was to determine the factors affecting the career choice of students in Tourism in Danang City, Vietnam. The survey adopted some questionnaire from the existing literature, distributed among 350 randomly chosen participants and managed to collect 300 properly filled ones. Cronbach’s Alphas were well above the desirable level and confirmed the overall survey. Exploratory factor analysis (EFA) was implemented to reduce the important factors into six groups and multiple regression analysis (MRA) was executed in order to measure the effects of each group on the career choice. The survey results show that the career choice of students in Tourism was due to career opportunities, belief in self-capacity, culture, intellect and the imposition of others.

This research aims to demonstrate the impact of market targeting strategies on tourism service in the Kingdom of Saudi Arabia. The descriptive analytical methodology is used. The study also uses regression analysis to examine the relationship between independent variables and dependent variable. The study reached a set of results, the most important of which is the limited services provided to customers in spite of the diversity of the needs and desires of customers from tourists and travelers with customers' needs and desires.

The study aims to search and identify barriers to the customer’s awareness of tourism services in hotels working in Al-Kharj city in the Kingdom of Saudi Arabia. A sample of hotel customers was taken, amounting to (500) customers to find out the quality of these services, as the quality of tourism services is an essential pillar of the competitiveness of the tourism facility in light of the market economy conditions. It is not possible to know if these services need improvement without specifying and identifying their quality levels and the customers' evaluation. The study reached a set of results; the most important of them is that there is no relationship between the customer’s awareness of the tourism service and the intangibility of the services or the types of advertising message. The study recommended a set of recommendations, the most important of which is to continuously improve and develop tourism services and train workers to provide these services on modern means in the field of tourism services and using modern tourism marketing methods.

This study aims to determine the relationship between the quality of tourism service provided to the customer and the dimensions of the quality of this service in the hotel industry in Al-Kharj governorate in the Kingdom of Saudi Arabia. The study is accomplished through the use of descriptive analytical method and found a strong correlation between the quality of service provided, and the dimensions of this quality. The study pro-vides several recommendations, the most important of which paying more attention to the training and qualifi-cation of workers in the hotel sector and to strengthen the spirit of the team among them. The study also recommends the need to pay attention to the tangible aspects of hotel services and strengthen the relationship between the service provider and recipients.

The purpose of this paper was to identify different obstacles preventing the application and activating the overall quality management in marketing tourism services in Saudi Arabia. The study found a number of key findings on the constraints of applying overall quality management in marketing tourism services in Saudi Arabia. The study recommended the need to adopt an integrated system of comprehensive quality management in hotel organizations in Al-Kharj governorate in order to ensure the implementation of sound and correct marketing programs for these organizations by removing the obstacles, which stand in the way of the application of managing the overall quality of these organizations.

This research aims to analyze the relationship between brand image and visiting decisions, digital marketing and visiting decisions, and brand image with digital marketing. This research method is quantitative through surveys, research data was obtained by distributing online questionnaires to 489 tourism industry managers who were selected using a simple random sampling method, and the online questionnaire was designed using statement items with a Likert scale of 1 to 7. Data analysis used a structural equation model based on covariance (CB-SEM) with SmartPLS 4.0 software to analyze research data. The independent variables are brand image and digital marketing, and the dependent variable is the decision to visit. The stages of data analysis are validity testing, reliability testing, model suitability testing and significance testing of hypothesis testing. The results of this research are that brand image has a positive and significant relationship with the decision to visit, digital marketing has a positive and significant relationship with the decision to visit, and brand image has a positive and significant relationship with digital marketing. Based on the results of this research, several suggestions can be made that tourism must explore the potential of various digital marketing channels. From the results of this research, the channel with the lowest contribution is the presence on social media which is still very minimal and the quality of the newsletter is less attractive. The researcher's next suggestion is to take advantage of the marketing potential of social media. Tourism does not only rely on guest recommendations to get the next guests but must be more active in various marketing efforts, especially digital marketing because the enormous potential in disseminating information about tourism's unique selling points through digital media is unlimited.