Value co-destruction behavior in peer-to-peer accommodation: evidence of dark triad, moral disengagement, and host incivility

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 New Cocreation and codestruction research just published 

Vasil, M., Chopdar, PK, Das, SS, & Buhalis, D. (2025). Value co-destruction behavior in peer-to-peer accommodation: evidence of dark triad, moral disengagement, and host incivility. Journal of Hospitality Marketing & Management, 1–27. https://doi.org/10.1080/19368623.2025.2449870
 
ABSTRACT

Drawing on value co-destruction literature, moral disengagement, social exchange and trait activation theories, this study investigates the role of dark triad traits, moral disengagement, and host incivility on peer-to-peer accommodation guests’ value co-destruction behavior. Data was collected from 428 Indian Airbnb customers and analyzed using partial least squares-structural equation modeling. Results show that among dark triad traits, only psychopathy directly influences value co-destruction behavior. However, all three dark traits lead to value co-destruction behavior through moral disengagement. Host incivility positively influences value co-destruction behavior and also moderates the relationship between psychopathy and value co-destruction behavior. The study offers a comprehensive understanding of the antecedents of guests’ value co-destruction behavior in peer-to-peer accommodation. The findings suggest that P2P accommodation managers need to instill moral accountability among guests and foster civil behaviors among hosts to prevent value co-destruction.

New research published on Artificial Empathy in the Metaverse

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New research published on Artificial Empathy in the Metaverse

Assiouras, I., Laserer; C., Buhalis, D., 2025, The Evolution of Artificial Empathy in the Hospitality Metaverse Era, International Journal of Hospitality Management, Volume 126, April 2025, 104063 https://doi.org/10.1016/j.ijhm.2024.104063

Highlights

•Artificial empathy of intelligent agents can be strengthened in the metaverse.

•The experimental nature can hinder the development of artificial empathy.

•The interoperability is critical for the development of artificial empathy.

•Enhanced empathy of AI agents in metaverse will improve customers’ reactions.

•Opportunities and challenges arise in the development of human empathy.

Abstract

As hospitality enters the metaverse era, artificial empathy becomes essential for developing of artificial intelligence (AI) agents. Using the empathy cycle model, computational empathy frameworks and interdisciplinary research, this conceptual paper proposes a model explaining how artificial empathy will evolve in the hospitality metaverse era. The paper also addresses customer empathy and responses towards AI agents and other human actors with in the hospitality context. It explores how metaverse characteristics such as immersiveness, sociability, experiential nature, interoperability, blended virtual and physical environments as well as environmental fidelity will shape computational models and evolution of artificial empathy. Findings suggests that metaverse enables AI agents to form a seamless cycle of detection, resonation, and response to consumers’ affective states, facilitating the evolution of artificial empathy. Additionally, the paper outlines conditions under which the artificial empathy cycle may be disrupted and proposes future research questions that can advance our understanding of artificial empathy.

 

 

Professor Dimitrios Buhalis Chairs THE MEDITERRANEAN TOURISM KNOWLEDGE EXCHANGE & POLICY in Malta

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Professor Dimitrios Buhalis Chaired THE MEDITERRANEAN TOURISM KNOWLEDGE EXCHANGE & POLICY CONFERENCE https://mediterraneantourismresearch.com/  followed by the 9th Mediterranean Tourism Forum https://mediterraneantourismforum.com/

The event was organised by the Mediterranean Tourism Foundation (MTF) an independent international organisation dedicated to fostering public-private cooperation in the tourism sector. MTF aims to enhance sustainable tourism across the Mediterranean, transforming the region into one of peace, cooperation, and prosperity through collaborative efforts and impactful projects. The conference, now in its second edition, has demonstrated significant growth and evolution, marking a pivotal step forward in advancing critical discussions and innovative research in the field of tourism. The maturity it has achieved in such a short time is evident in the depth and diversity of topics addressed, the quality of the presentations, and the global representation of experts and practitioners. Building on the foundations laid during its inaugural edition, the conference has expanded its scope to encompass emerging themes such as the integration of advanced technologies like AI and VR, sustainable tourism strategies, and inclusive policymaking. The wide array of interdisciplinary contributions reflects its commitment to addressing the complex and interconnected challenges facing the tourism industry today. This progression offers a compelling vision for the future, as the conference continues to serve as a collaborative platform for knowledge exchange and thought leadership. By fostering dialogue among academics, industry leaders, and policymakers, it sets the stage for actionable insights and innovative solutions that can shape the trajectory of tourism in the coming years. This conference’s success and growing impact give us great confidence that it will continue to influence and inspire sustainable and transformative developments in the field.

Her Excellency, L-E. T. Myriam Spiteri Debono, the President of Malta invited Professor Buhalis and Mediterranean Tourism Foundation Senators for lunch at the Saint Anton Palace,  the official residence of the President of Malta since 1974.

   

 

Bournemouth University International Centre for Tourism and Hospitality Research Tourism and Hospitality team members Professor Dimitrios Buhalis, Dr Arkadiusz Tomczyk, Dr Mariana Consoni Rubio and Dr Hande Turkoglu met the Hon Clayton Bartolo Malta’s Minister for Tourism and Public Cleanliness as well as Mediterranean Tourism Foundation President Tony Zahra.

 

Professor Dimitrios Buhalis also met Shadow Tourism Minister Hon. Mario de Marco after 14 years. In 2010 Professor Buhalis facilitated The Advance Programme for Developing Leaders for Change and Innovation in Tourism Programme when Hon. Mario de Marco was Parliamentary Secretary for Tourism, the Environment and Culture. This great programme trained more than 1380! Tourism and Hospitality professionals in Malta, many of whom in leading positions today.

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Conference Chair Professor Dimitrios Buhalis synthesised the 2024 conference and the meetings happening during the MTF and concluded a range of Key Trends Shaping Mediterranean Tourism and a Future-Focused Perspective driving impactful research efforts for the future. The Mediterranean, as a cradle of civilization, art and way of living is a globally sought-after tourism region. Mediterranean Tourism is undergoing significant transformation, driven by innovation, technology revolution, sustainability, and inclusivity. Emerging trends in Mediterranean tourism reflect a shift toward regenerative practices that balance economic growth, cultural preservation, and environmental stewardship.

 

Technology Driving Mediterranean Tourism Innovation requires the adoption of advanced technologies like augmented reality (AR) and virtual reality (VR) and enhances the Mediterranean’s rich cultural heritage. By improving accessibility to underwater archaeological sites, historical landmarks, and museums, these tools enable immersive storytelling that brings history to life. AI and machine learning are increasingly used in Mediterranean tourism to personalize visitor experiences, optimize booking systems, and enhance marketing strategies, ensuring destinations remain competitive in a tech-driven global market. Marketing and Branding with the Mediterranean Appeal lies in its unique blend of culture, history, and natural beauty and the authenticity of the experiences cocreated. AI-driven marketing strategies and data analytics are enhancing destination branding by tailoring campaigns to diverse l preferences. Younger generations, such as Gen Z, are drawn to destinations promoting authenticity, cultural diversity, and immersive experiences. Cross-cultural marketing, celebrating Mediterranean heritage, is becoming a key strategy for building strong, recognizable destination brands.

Sustainability is a Priority and at the core of Mediterranean tourism strategies, with coastal and island destinations leading the way in green travel initiatives, waste management, and eco-friendly accommodations. Destinations like Malta, the Azores, and Croatia are implementing sustainable tourism indicators to balance environmental protection with the demands of increasing visitor numbers. Rural and island tourism, combined with agri-tourism, is emerging as a solution to combat tourism-related pressures while preserving the unique landscapes and biodiversity of the region.

Inclusivity and Community Engagement are shaping Mediterranean tourism, with growing efforts to improve accessibility and empower marginalized groups. Small islands like Gozo in Malta are exemplifying community-driven tourism models that prioritize resident well-being alongside visitor satisfaction. Efforts to preserve cultural landscapes and avoid overdevelopment reflect the region’s commitment to balancing modern tourism needs with its rich heritage. Policy and Governance for Responsible Tourism Growth need to drive Mediterranean tourism policies that are increasingly focused on combating negative impacts in cities like Venice and Barcelona while supporting sustainable regional development. Initiatives such as tourism clusters and collaborative governance models aim to empower local communities, diversify tourism offerings, and manage visitor flows. Breaking path dependency by adopting innovative tourism frameworks is becoming critical for ensuring long-term resilience and competitiveness.

A Vision for Mediterranean Tourism is evolving into a hub of sustainable, inclusive, and tech-driven tourism. By leveraging its unparalleled cultural heritage, embracing innovative technologies, and prioritizing regenerative practices, the region is positioning itself as a model for global tourism. These trends are paving the way for a resilient future where the Mediterranean remains a vibrant and responsible tourism destination. Collaborative Business Ecosystems require collaboration among governments, non-governmental organizations, and local businesses is driving innovation in Mediterranean tourism. Smart tourism initiatives are being developed to connect residents and visitors through data-driven insights, improving service delivery and fostering meaningful interactions. For example, Portugal and Greece are utilizing such systems to bridge gaps in communication and create seamless visitor experiences.

Virtual Reality, Mental Imagery and Visit Intention: Is Travel Inspiration the missing link?

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NEW Virtual Reality RESEARCH ARTICLE JUST PUBLISHED 

 
Assiouras, I., Giannopoulos., A., Mavragani, E., Buhalis, D., 2024, “Virtual Reality, Mental Imagery and Visit Intention: Is Travel Inspiration the missing link?” International Journal of Tourism Research https://doi.org/10.1002/jtr.2646
 
 

Abstract

The study examines the relationship between virtual reality (VR)-facilitated mental imagery and travellers’ intention to visit a destination. A serial mediation process through travel inspiration (inspired-by and inspired-to) is proposed as a psychological mechanism able to explain the positive relationship of elaboration and quality of mental imagery with visit intentions. VR users were recruited through Prolific Academic. The findings demonstrate that VR-facilitated elaboration of mental imagery increases travel inspiration and consequently visit intention. However, the importance of mental imagery quality is much lower. The paper contributes to the literature of pre-travel VR experience by exploring the role of travel inspiration.

 

 

 

 

 

NEW PAPER: The impacts of Metaverse on tourist behaviour and marketing implications

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NEW PAPER PUBLISHED ON METAVERSE

Kılıçarslan, Ö., Yozukmaz, N., Albayrak, T., Buhalis, D., 2024, The impacts of Metaverse on tourist behaviour and marketing implications, Current Issues in Tourism, https://doi.org/10.1080/13683500.2024.2326989

ABSTRACT Metaverse is expected to deeply affect the travel and tourism industry and requires a dearth of empirical research. In this investigation, two exploratory qualitative research studies were conducted to fill this gap. The first research explored the potential impacts of Metaverse on the travel and tourism industry by interviewing tourism academics. Findings revealed that Metaverse could be used for marketing, CRM, and HRM by hospitality organisations, while it would be useful for marketing and sustainability of destinations. It could also influence tourist behaviour before, during, and after travel experiences. One of the notable findings was related to the close relationship between Gen Z and virtual events. The second research identified the motivations of Gen Z individuals to attend a concert organised in Metaverse. Accordingly, novelty-seeking, escape, fun and excitement, and socialisation were the most significant push factors to use  Metaverse.  Metaverse-specific characteristics, accessibility, and availability were the important pull factors to attend a Metaverse concert.

 

KEYNOTES announced for the BOURNEMOUTH UNIVERSITY Digital Marketing colloquium: Exploring Artificial Intelligence, Metaverse and Web3 19-20 March 24 Bournemouth University https://www.bournemouth.ac.uk/about/our-faculties/bournemouth-university-business-school/department-marketing-strategy-innovation/digital-marketing-colloquium-2024

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KEYNOTES announced for the BOURNEMOUTH UNIVERSITY
Digital Marketing Colloquium: Exploring Artificial Intelligence, Metaverse and Web3
19-20 March 24 Bournemouth University https://www.bournemouth.ac.uk/about/our-faculties/bournemouth-university-business-school/department-marketing-strategy-innovation/digital-marketing-colloquium-2024
JOIN US – ABSTRACT DEADLINE Extended to the end of February

NEW PAPER ON DIGITAL NOMADS Attracting digital nomads: Smart destination strategies, innovation and competitiveness,

Posted . Filed under News, Research.

New paper on Digital Nomads

Zhou, L., Buhalis, D., Fan, D., Ladkin, 2024, Attracting digital nomads: Smart destination strategies, innovation and competitiveness, Journal of Destination Marketing & Management, Volume 31, March 2024, 100850, https://doi.org/10.1016/j.jdmm.2023.100850

https://doi.org/10.1016/j.jdmm.2023.100850

Highlights

Digital nomads are an attractive market segment for global destinations
Smart destinations cater for the work, leisure & lifestyle needs of digital nomads
Digital nomad destinations innovate at structural and agency levels
International, destination-based & institutional stakeholders involve in innovation
Digital nomad visa regimes reinforce the global north and global south divide
Destinations assertively portray digital nomads as a homogenous group

Abstract

Digital nomadism, as a new form of tourist mobility, brings opportunities and challenges for destination management. To attract this new market, smart destinations need to innovate to develop readiness and competitiveness. This research examines 225 digital nomad destination web articles, from multiple sources and different continents. The study aims to identify innovative strategies and practices using semantic content analysis and hierarchical network analysis. It explores relevant stakeholders and their importance, and pinpoints digital nomad trends. Findings suggest that smart destinations cater for the work, travel, social, financial and basic-living needs of digital nomads. These are different from those of short-term leisure and business tourists. Destinations tend to portray digital nomads as a homogenous group, although different segments have been identified. The long-term impacts of digital nomads on local economies and societies have yet to be fully explored. The theoretical significance of this study lies in the provision of an agency-structural perspective of destination innovation and competitiveness. Practically, the study contributes to digital nomad management and marketing within smart tourist destinations.

 

Fan, X. F.; Buhalis, D., Fragkaki, E., Tsai, YR, 2024, Achieving Senior Tourists’ Active Aging through Value Co–creation: A Customer-Dominant Logic Perspective, Journal of Travel Research. https://doi.org/10.1177/00472875231214733 

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NEW RESEARCH PAPER PUBLISHED

Fan, X. F.; Buhalis, D., Fragkaki, E., Tsai, YR, 2024, Achieving Senior Tourists’ Active Aging through Value Co–creation: A Customer-Dominant Logic Perspective, Journal of Travel Research. https://doi.org/10.1177/00472875231214733

Senior tourists have their own travel behaviors and preferences and require specific resources from the tourism industry and the broader society. This study adopts customer-dominant logic to understand how participating in tourism activities can support seniors in co-creating values toward active aging. Interviews were conducted with 31 senior tourists and 16 tourism and hospitality service providers. Six value themes were identified from the interviews, namely, enjoyment, connectedness, mental vitality, independence, sense of belonging, and self-esteem. The six values were categorized into functional, social, and spiritual dimensions. A value co-creation nexus was developed with continuum- and development-oriented active aging as the two extremes. This nexus highlighted the differentiated efforts exerted by co-creators to create value and identified the value co-creation routines of stakeholders, their corresponding values, and their facilitators. Value co-creation activities were introduced into active aging with tourism as the context. The findings of this study can support the management of tourism services, promote inclusiveness in society, and aid in government policy-making.

Professor Dimitrios Buhalis has recently published a new service robots research paper based on a global survey in the hospitality industry

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Professor Dimitrios Buhalis has recently published a new service robots research paper based on a global survey in the hospitality industry

Pizam, A., Ozturk, A.B., Hacikara, A., Zhang, T., Balderas-Cejudo, A., Buhalis, D., Fuchs, G., Hara, T., Vieira de Souza Meira, J., García Revilla, R., Sethi, D., Shen, Y. and State, O. (2024),

The role of perceived risk and information security on customers’ acceptance of service robots in the hotel industry, International Journal of Hospitality Management, Vol.117, 103641 https://doi.org/10.1016/j.ijhm.2023.103641

Highlights

•Perceived risk negatively and information security positively impacted intention to use service ts.

•Self-efficacy negatively influenced perceived risk, and positively influenced perceived information security.

•Innovativeness and facilitating conditions were positively associated with information security.

 

ABSTRACT This study proposed and tested a theoretical framework that investigated the influences of perceived risk and information security on hotel customers’ intention to use service ts. In addition, the impacts of self-efficacy, innovativeness, and facilitating conditions on perceived risk and information security were examined. Structural equation modeling (SEM) was used to test the proposed model by utilizing data collected from eleven countries including the United States, United Kingdom, Turkey, Spain, Romania, Japan, Israel, India, Greece, Canada, and Brazil. The study results demonstrated that perceived risk had a negative impact on customers’ intention to use services ts while information security had a positive impact. In addition, the study results indicated that self-efficacy negatively influenced perceived risk, and positively influenced perceived information security; and innovativeness and facilitating conditions positively influenced information security. The study findings offer several important contributions to the hospitality tics technology adoption literature and present valuable implications for hospitality practitioners and service vendors.

Professor Dimitrios Buhalis was the distinguished recipient of the GREAT SEA AWARD 2023 – Research in Innovative Sustainable Tourism Solutions at the Mediterranean Tourism Awards.

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Professor Dimitrios Buhalis was the distinguished recipient of the GREAT SEA AWARD 2023 – Research in Innovative Sustainable Tourism Solutions at the Mediterranean Tourism Awards.
This prestigious award, organized by the Mediterranean Tourism Foundation in Malta, was conferred upon  by His Excellency, the President of Malta, George Vella, during a ceremony at the Mediterranean Conference Centre on the 23rd of November.  

Left to right:
Andrew Agius Muscat, Co‐Founder and Secretary General, Mediterranean Tourism       Foundation
His Excellency, the President of Malta, George Vella
Professor Dimitrios Buhalis, Bournemouth University, UK
Tony Zahra is the President of the Mediterranean Tourism Foundation and President of the Malta Hotels and Restaurants Association.

The Mediterranean Tourism Awards, established in 2013, exemplify the foundation’s commitment to promoting tourism as a catalyst for stability, peace, and hope in the Mediterranean region. These awards acknowledge outstanding achievements in various facets of the industry, celebrating and encouraging best practices in hospitality, cultural preservation, environmental sustainability, and innovation. 

The primary objectives of this awards program include fostering collaboration among Mediterranean countries, inspiring positive competition among tourism stakeholders, and elevating the overall Mediterranean identity in the world. By spotlighting noteworthy contributions and initiatives, the awards aim to motivate industry participants to adopt responsible and innovative approaches, contributing to the sustainable growth of tourism in the Mediterranean.

The  inclusion in the list of distinguished personalities from across the world marks a significant moment for the Mediterranean Tourism Foundation. The MTF represents tourism as a vehicle for peace, economic stability through its historical glory, as the cradle for the world’s civilization.