International Journal of Tourism Policy (4 papers in press)

Regular Issues

• Factors influencing international tourists to revisit cultural and heritage sites in Jordan  
  by Khalid Alawneh, Kalsitinoor Set, Safiek Mokhlis 
  Abstract: This study examines factors which influence international tourists to revisit Jordan's cultural and heritage tourism (CHT) sites, with a focus on country-created social media (CCSM) and electronic word-of-mouth (eWOM). It tests perceived value and destination image as mediators and is grounded in StimulusOrganismResponse theory. Survey data from 350 international visitors to seven major CHT sites were analysed using SmartPLS. The findings indicate destination image directly increases revisit intention, while perceived value does not. CCSM does not influence perceived value but has an impact on destination image, whereas eWOM affects both perceived value and destination image. Mediation tests have shown that destination image mediates the effects of both CCSM and eWOM on revisit intention, whereas perceived value does not mediate the relationships between CCSM or eWOM and revisit intention. The study underscores the need for tourism managers to strengthen destination image via CCSM and eWOM to boost repeat visitation.
  Keywords: cultural and heritage; destination image; eWOM; electronic word of-mouth; revisit intention; social media.
  DOI: 10.1504/IJTP.2026.10074507
   
  
• A dual-stage fuzzy MCDM approach for strategic target market prioritisation and communication channel evaluation in destination marketing: evidence from a provincial context  
  by Nguyen Viet Thai, Nguyen Quang Vinh 
  Abstract: This study proposes an integrated multi-criteria decision-making (MCDM) model that combines the fuzzy analytic hierarchy process (FAHP) and Fuzzy Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) to enhance decision-making under uncertainty. The model simultaneously addresses two key strategic levels: 1) identifying the most promising behavioural segments; and 2) selecting the most appropriate communication channels tailored to each segment A case study was conducted in Nghe An province, Vietnam, where expert evaluations were used to determine the relative importance of segmentation criteria and communication channel attributes FAHP was employed to prioritise four tourist segments leisure, exploratory, educational, and spiritual while Fuzzy TOPSIS was used to evaluate five communication channels: social media, influencer marketing, traditional advertising, public relations (PR), and direct events. The findings reveal that leisure and exploratory segments offer the highest strategic potential, with social media and KOLs identified as the most effective tools for communication. The proposed model provides a structured and adaptable approach for local tourism, particularly in developing destinations.
  Keywords: destination marketing; FAHP; fuzzy analytic hierarchy process; fuzzy TOPSIS; communication channels; behavioural segmentation; tourism promotion.
  DOI: 10.1504/IJTP.2026.10074756
   
  
• Authenticity in homestays: from hotelstays to plusstays  
  by Rohit Chauhan, Himanshu Jishtu, Hiramani Kashyap, Ankit Shukla, Sunil Kumar, Om Prakash 
  Abstract: This study proposes a new theoretical typology for classifying homestay accommodations based on authenticity levels, introducing the categories of hotelstays, homestays, and plusstays. Through research conducted in Shimlas peri-urban region, we identify and analyse three distinct operational models that represent varying positions on the authenticity-commercialisation spectrum. This study incorporated a mixed-methods approach incorporating cluster sampling, stakeholder interviews (n = 6), and operator surveys (n = 63). The typology extends authenticity theory beyond the conventional staged-existential binary by demonstrating how accommodations negotiate cultural preservation and market demands in practice. Hotelstays prioritise commercial convenience and often compromise cultural authenticity, while plusstays enhance authentic experiences through cultural immersion and traditional practices. This classification framework provides researchers with analytical tools to examine authenticity operationalisation across different hospitality contexts and offers practical guidance for policymakers seeking to balance tourism development with cultural preservation. The study explores authenticity in peri-urban hospitality, preserving culture amid tourism commercialisation.
  Keywords: homestay accommodation; authenticity in tourism; periphery tourism; homestay types; spatial proximity; Himalayas; homestay; culture; hotelstay; plusstay.
  DOI: 10.1504/IJTP.2026.10075080
   
  
• Go slow in the mountains! an explorative perspective on tourism in Uttarakhand region  
  by Jitender Bhandari, Vinay Rana, Shalini Singh 
  Abstract: Tourism significantly contributes to the development of various destinations, enhancing their cultural, natural, and social sustainability. However, hilly areas such as Uttarakhand face challenges, including overdevelopment or underdevelopment, loss of cultural values, ecological degradation, rapid migration, resource scarcity, unemployment, and youth dissatisfaction. Slow tourism has emerged as a viable solution to address these issues. This study utilised interpretative phenomenological analysis (IPA) to explore perspectives on slow tourism and sentiments about preserving cultural heritage and local traditions in Uttarakhands mountainous regions. We conducted semi-structured interviews with local residents, practitioners, and tourists. The findings reveal that slow tourism is crucial for safeguarding natural and cultural values, promoting sustainability, and transforming local lifestyles. This research highlights the importance of maintaining local culture and traditions while addressing issues such as pollution and unemployment. By applying the IPA approach, this study enriches the understanding of slow tourism and provides valuable insights for future exploration.
  Keywords: slow tourism; IPA; interpretative phenomenological analysis; sustainability; challenges; cultural heritage; mountainous regions; India.
  DOI: 10.1504/IJTP.2026.10075409