The growth of technological revolutions and the subsequent acceptance of smart devices has increased the influence of sustainable marketing activities in the tourism industry. Due to the explosion of mobile technologies (e.g., smartphones, tablets) and social media adoption, consumers have been able to use these technologies at any time for destination marketing. However, understanding consumers’ sustainable marketing experiences from a destination perspective is a complex issue. At the moment, very few studies have focused on the effectiveness of smartphone-based social media in destination marketing. Hence, the main purpose of this study is to explore how consumers interpret and utilize smartphone-based social media for sustainable destination marketing. This study proposes an integrated framework that consists of the mobile technology acceptance model (MTAM) and the social media-based interaction, trendiness, and electronic-word-of-mouth (e-WoM). A questionnaire survey was used to collect data (n = 365), and valid data were analyzed by the structural equation modeling (SEM) technique. The findings revealed that interaction, trendiness, and e-WoM indirectly affected satisfaction through mobile usefulness and mobile ease of use. At the same time, mobile usefulness and mobile ease of use directly affected satisfaction, which then significantly influenced the intention to utilize those factors towards sustainable destination marketing. This study highlights the technological affordances and the satisfaction of smartphone-based social media in sustainable marketing. Furthermore, the results can be used in the resource allocation process to ensure the success of the vision and mission of sustainable destination marketing efforts.

In the last few years, natural protected areas have been facing great challenges and degradation around the world. Among this, environmental sustainability has become a priority to create harmony between tourists and nature. Tourists visiting protected areas are becoming progressively more concerned regarding the environment. Moreover, the United Nations (UN) “Sustainable Development Goals (SDGs)” have highlighted the potential role of young tourists to contribute to sustainable tourism. However, very few studies have focused on tourists’ environmentally sustainable behavior towards natural protected areas. To fill the existing gap in the literature, this study aims to provide a theoretical framework that includes environmental sustainability awareness (ESA) in measuring millennial tourists’ environmentally sustainable behavior (ESB). Thus, this study delivers an integrated approach based on the value-belief-norm (VBN) theory and the concept of the new ecological paradigm (NEP) towards protected areas. A self-administered questionnaire survey was conducted from one of the protected areas located in the north of Sichuan province of China, and 511 responses were obtained for statistical analysis. Results of the structural statistical analysis showed that the unified model includes a satisfactory level of predictive power for tourists’ ESB, which was superior to existing theories and concepts. The findings also revealed that all proposed relationships of the variables were significant and identified the positive influence of environmental sustainability awareness in generating the ESB. This study contributes towards sustainable tourism development and the conservation of protected areas, with several practical implications for local authorities in terms of millennial participation.

This study employs a qualitative research methodology to comprehensively investigate the psychological resilience of athletes impacted by the COVID-19 pandemic. Through purposeful sampling, a diverse group of athletes representing various sports, competitive levels, and geographic locations was selected, ensuring a holistic exploration of their experiences. Data collection centered on in-depth interviews, utilizing a semi-structured approach guided by predetermined open-ended questions. Ethical standards were meticulously upheld, with informed consent obtained from all participants, and strict measures in place to safeguard their confidentiality and anonymity. Prior to data collection, pilot testing of interview questions was conducted to enhance their clarity and appropriateness. Subsequently, data analysis involved the meticulous transcription of field-notes and audio-recordings into protocols and transcripts, followed by systematic coding facilitated by qualitative data management software. To enhance research rigor, strategies including reflexivity, member-checking, and collaborative coding were embraced. This comprehensive methodology facilitated a deep and nuanced exploration of athletes' experiences, perceptions, and coping strategies during the pandemic, ultimately contributing valuable insights to the study of psychological resilience in sports. The findings shed light on the challenges athletes faced, the support systems and personal attributes that fostered resilience, and the role of well-being practices like mindfulness and self-care in enhancing psychological resilience. The implications of this research extend to proactive strategies for sports organizations and stakeholders, fostering a culture of resilience, and empowering athletes to thrive in the face of adversity, ultimately promoting their long-term psychological well-being.

This research article aims to assess the behavior of tourists in sustainable rural mountain tourism during the COVID-19 pandemic, focusing on the role of social media usage. It investigates the key social media features that influence tourist behavior and introduces the concept of perceived risk as a novel variable within the Technology Acceptance Model (TAM) to deepen our understanding of the relationship between social media use and tourist behavior. The study conducts an extensive literature review and utilizes survey analysis. Three parameters-perception of risk, perception of value, and trust in social media-are employed to measure the impact of influential social media features. Statistical tests are applied to validate the new variable of perceived risk within the TAM. The study unveils that tourists' perception of risk associated with social media has the most significant influence on their behavior in rural mountain tourism during the pandemic. Additionally, it identifies that active engagement of tourists in online discussions positively affects both tourist behavior and social media usage, emphasizing the importance of community participation. The research acknowledges limitations, including the need for further validation of the perceived risk variable and the consideration of contextual influences. Future studies should explore additional variables and encompass diverse tourist populations to expand the understanding of social media usage and tourist behavior in rural mountain regions. This research significantly advances the understanding of tourist behavior in sustainable rural mountain tourism during the COVID-19 pandemic by introducing the novel variable of "perceived risk" within the Technology Acceptance Model. The study identifies influential social media features and underscores the positive effects of participatory habits, providing valuable insights for promoting sustainable tourism through targeted social media interventions. This research holds significant practical implications for practitioners and policymakers seeking to promote sustainable tourism in rural mountain regions, particularly during the COVID-19 pandemic. The identification of influential social media features and the emphasis on participatory habits among tourists offer actionable insights. Practitioners can leverage these findings to design targeted social media interventions that foster community engagement and enhance tourists' perception of value while mitigating perceived risks. Policymakers can use this information to shape strategies that encourage interactive online platforms, creating a sense of community participation to boost sustainable tourism.

This article employs qualitative thematic modeling to gather insights from 30 informants. The study explores various aspects related to the impact of the COVID-19 pandemic on AI ChatGPT technologies. The purpose of this research is to examine how the COVID-19 pandemic has influenced the increased usage and adoption of AI ChatGPT. It aims to explore the pandemic's impact on AI ChatGPT and its applications in specific domains, as well as the challenges and opportunities it presents. The findings highlight that the pandemic has led to a surge in online activities, resulting in a heightened demand for AI ChatGPT. It has been widely used in areas such as healthcare, mental health support, remote collaboration, and personalized customer experiences. The article showcases examples of AI ChatGPT's application during the pandemic. This qualitative framework enables the study to delve deeply into the multifaceted dimensions of AI ChatGPT's role during the pandemic, capturing the diverse experiences and insights of users, practitioners, and experts. By embracing the qualitative nature of inquiry and this research offers a comprehensive understanding of the challenges, opportunities, and ethical considerations associated with the adoption and utilization of AI ChatGPT in crisis contexts. The insights from this research have practical implications for policymakers, developers, and researchers. This reserach emphasize the need for responsible and ethical implementation of AI ChatGPT to fully harness its potential in addressing societal needs during and beyond the pandemic. The increased reliance on AI ChatGPT during the pandemic has led to changes in user behavior, expectations, and interactions. However, it has also unveiled ethical considerations and potential risks. Addressing societal and ethical concerns, such as user impact and autonomy, privacy and security, bias and fairness, and transparency and accountability, is crucial for the responsible deployment of AI ChatGPT. This research contributes to the understanding of the novel role of AI ChatGPT in times of crisis, particularly in the era of COVID-19 pandemic. It highlights the necessity of responsible and ethical implementation of AI ChatGPT and provides valuable insights for the development and application of AI technology in the future.

The management of natural resources has become a crucial agenda item at the community level of every country, due to the importance of a community’s direct involvement in the stewardship of these resources. The sustainable management of natural resources is not easy without the involvement of the community. To know the attitudes of residents in the communities in close proximity to Central Karakoram National Park (CKNP) towards natural resource sustainable management policy, a study of CKNP in northern Pakistan was conducted. This is the first community study for this park. It is difficult to overstate the economic and geographic importance of this national resource to the Pakistani people at local and national levels, as well as at the international level. This is the world’s highest public park; as a natural resource it is not only important to the local community, it also has great relevance internationally. The study attempted to gauge the attitudes of the local community towards the sustainable management practices of CKNP. The results of this study showed generally positive attitudes towards the park. The majority of respondents revealed that the park’s primary appeal is its geographic location. Households were afraid that pollution in the park will gradually destroy the park’s natural resources. For sustainable management of the CKNP, community members expressed willingness to contribute to the betterment of park through volunteerism. Community members praised the government’s supportive actions, including budgetary support and public-awareness campaigns. As such, the positive attitude of the community towards the CKNP also revealed new insights for the community-centered sustainable management of natural resources in developing countries. This study also provides a research gap for future work relating to the sustainable management of community-based natural resources to consider more factors beside the factors used in this study.