Purpose: This paper aims to measure the intention to use digital marketing strategies to enhance the performance of tourism business as well as the extent of digital renovation applications in tourism for sustainable business in a new normal era.Design/methodology/approach: This paper is an insight from the existing relevant literature on the tourism business from time immemorial. The conceptual framework of this study is designed based on previous studies of digital marketing practices for tourism businesses. Furthermore, data were collected from 270 respondents, of which the valid response rate is 72.97%. Partial least square (PLS)-structural equation modeling (SEM) is used to validate the conceptual framework and hypotheses testing.Findings: Among the nine hypotheses path, seven were supported. This study result shows that perceived usefulness, perceived ease of use, social media marketing and tourism business performance are critical factors for adopting digital marketing in tourism. Thus, tourism service providers' intention has a positive impact to meet the expectation of tourists and adoption of digital marketing.Research limitations/implications: The study's results will assist tourism researchers and service providers in understanding an authentic relationship between digital practices of tourism business and tourist satisfaction. In addition, the legacy of tourism business through digital marketing empowers the owner and community.Originality/value: The study is the first to explore the relationship between tourism business performance and digital marketing during the new normal era for the empowerment of local community and expanded business in tourism sector.

The main purpose of this study was to examine how tourism, GDP, renewable energy, and fossil fuels cause environmental damage. This study examined ten African countries between 1997 and 2021 to test the environmental Kuznets curve (EKC) theory. Egypt, South Africa, Kenya, Morocco, Tanzania, Tunisia, Mauritius, Ghana, Uganda, and Nigeria are the ten African countries with the most tourists. In this paper, the augmented mean group (AMG), mean group (MG), and common correlated effects mean group (CCEMG) models were used to deal with slope heterogeneity (SH), cross-sectional dependence (CSD), and a mix of first-differenced and level stationary variables. Though the inverted U-shaped exists, the findings are significant only for MG. The impact of renewable energy is favorable for the environment and significant for the AMG estimator. Inversely, impact of tourist arrivals and fossil fuels are detrimental for environment and significant. Based on the findings for each country, the tourism-based EKC theory only works for Kenya, Egypt, and Tanzania. The research found that using more renewable energy minimizes CO₂ emissions more effectively in almost all countries except Morocco and Ghana. Ghana, Kenya, and Uganda’s CO₂ emissions increase when more tourists come from other countries. For the sake of both tourism and the environment, the government must reconsider its tourism policies and implement ones that include renewable energy. The findings of this study assist in the transition to clean energy, aiding in sustainable tourism growth. As a result, selected countries should develop a new tourism plan that focuses on renewable energy sources and protects the environment.

Global warming has become the main concern in the present world. This research takes a comprehensive look at the interconnections between tourism, gross domestic product (GDP), renewable energy, fossil fuels, education, trade, and carbon dioxide (CO₂) emissions in the Arab Peninsula. Including these variables, the research also checks the environmental Kuznets curve (EKC) hypothesis by analyzing the top 10 tourist destinations from 1997 to 2019. Saudi Arabia, Qatar, the United Arab Emirates, Iran, Israel, Jordan, Bahrain, Oman, Lebanon, and Egypt round out the top 10 countries in Arab in terms of tourist arrivals. The paper uses a novel augmented mean group (AMG) model to explore the problems of slope heterogeneity (SH), cross-sectional dependence (CSD), and the combination of level and first-difference stationery. An association between these variables over time can be discovered using the Westerlund cointegration method. To certify the accuracy of the findings, the research used both the mean group (MG) and common correlated effects mean group (CCEMG). According to the research, the EKC does not exist in the most popular Middle Eastern travel destinations. This basically means that as money grows, environmental conditions will deteriorate. The findings show that tourism can help reduce environmental harm there. Indicators such as rising populations, increased energy consumption, and thriving economies all influence the rise of the environmental degradation level. Trade will also increase environmental deterioration. The only things that will help reduce CO₂ emissions are tourism and renewable energy. Therefore, the MG and CCEMG results corroborate the AMG findings. Governments may push for the widespread use of refillable energy sources and the development of ecotourism. Therefore, policymakers in this country should rethink their tourism strategies and adopt one that places a premium on renewable energy sources and environmental protection.