Tourism co-creation has attracted a great deal of academic interest in recent years due to its important role in promoting the image and economic development of destinations. The emergence of new technologies has significantly changed the relationship between tourists and destinations. The main objective of this article is to visualise the structure and trends of tourism co-creation research between 2008 and 2024. Using mapping techniques, our study shows the relevance of research related to Tourism Experiences and New Technologies and, to a lesser extent, Service Domain Logic (SDL) for the period 2008 to 2024. However, three new research themes have emerged since 2016: Loyalty and Satisfaction, Hospitality and Coronavirus and Sharing Economy. The findings contribute to a broad and diverse understanding of the concept of value co-creation in the tourism industry, which can provide important insights for destination marketing organisations (DMOs) and policy makers in formulating management strategies to enhance destination branding and competitiveness.

Purpose: Researchers have become aware of the importance of festivals as a phenomenon worthy of studying, but in-depth studies of cultural festivals are lacking. The purpose of this study is to describe the attributes of cultural festivals, specifically theatre festivals and examine the motivations to organise them. Similarly, this study seeks to discover the type of tourist that attends these types of festivals. Design/methodology/approach: A questionnaire was applied to a representative sample of tourists who visited one of the most prestigious festivals in the international panorama: Almagro International Festival of Classical Theatre. A non-probabilistic technical sample was used. Tabulation of the data was performed by the study group using the SPSS, v. 23. Findings: This study makes a segmentation of the tourists who attend the festival based on their motivations. Using this segmentation, the authors analyse the socio-demographic characteristics and tourists’ behaviour, as well as their experience at the festival. Amongst the higher-rated attributes of the festival are care and service organisation and interpretative quality of the actors and/or theatre company. Research limitations/implications: The main practical application of this study is to help understand the peculiarities of each segment of visitors and their evaluation of the destination to create tourist and cultural products that provide greater satisfaction with respect to their needs. Originality/value: The main value is the novelty of studying this kind of cultural event. The authors analyse the reasons to visit it in relation to the motivations that move the visitors. The authors also study the assessment the tourist does of the qualities of the festival.

The scientific literature regarding ethnocentrism is quite extensive in the fields of marketing, politics and psychology; however, in the realm of tourism it is barely mentioned and there is even less research. This study intends to fill the current bibliometric void in terms of the relationship between ethnocentrism and tourism. Its main goal is to display qualitative and quantitative analysis of ethnocentrism and tourism research from 1991 until September 2022, which enables an inventory of its scientific production. The results show the need for extensive intercultural research in order to obtain a more extensive view of tourist ethnocentrism.

The Cordoba Guitar Festival is one of the most important cultural events in Spain. This article analyses the musical preferences, satisfaction, attitudinal loyalty, and behavioural loyalty of spectators who attended the 36th festival held in July 2016, as well as the festival’s economic impact on the city. These characteristics of the public give rise to the four hypotheses of this study. To achieve this aim, a structural equation model (SEM) was used. The results −χ² = 27.79, with the p-value found to be p = P (χ² ≥ 27.79) = 0.224—show the goodness-of-fit of the model and indicate that the observed data do fit the expected dataset. The results therefore allow us to accept the proposed hypotheses concerning the influence of different latent factors, such as musical preferences, loyalty, and satisfaction with the festival. This is the main focus with which the present study has been written. Regarding the economic impact, the Festival raised 1.2 million euros, that is, slightly more than 73,000 euros per day. The amount, although not very high, is important as additional income for the city. The conclusions show the need to consider the preferences of the spectator as an essential tool to enable the continuation and longevity of the Cordoba Guitar Festival—an important cultural destination.