Purpose: This study focuses on analysing Japanese pop culture events to determine whether they may be useful marketing tools for a location with a distinctive culture from where they are organized. It also examines how the popular culture events differ from other events and what impacts they have on these destinations.Design/methodology/approach: A mixed-method approach is used to analyse data from a questionnaire provided to 364 participants from these events and seven semi-structured interviews with event organizers or their representatives from events on this topic in Portugal, France, Spain, Denmark and North America.Findings: According to the research, these events are regarded as unique and unusual from the perspective of the customer due to the variety of activities they offer, the use of imagination they inspire and the engaged fan participation. These occasions have been found to strengthen and propagate Japanese popular culture outside of its place of origin and arouse interest in it.Originality/value: Several studies have examined the appeal of Japanese pop culture, but few have investigated the impact of events to enhance the destination's image where they are held, as well as their potential outside of Japan. With already over a hundred official events of this theme held annually, with a sizable number of participants, a study of this paradigm exposes its potential for promoting a culture that is growing in popularity outside of its place of origin and understanding the effects it has on these various regions.

Pull factors, the attributes of a specific location, matter in tourism. These factors encompass the distinctive characteristics and alluring features that attract tourists to a destination, their importance and performance influencing the decision-making process and overall experience. A clear comprehension of this concept is crucial for destinations' economic vitality as they compete for tourists and strive for economic expansion and employment prospects. Indeed, an in-depth knowledge of these factors' importance and performance underscores the need for regions to adjust their approach to evolving tourist preferences. This adaptation is crucial to fostering responsible and sustainable tourism practices that safeguard cultural and natural resources. However, besides learning about the factors considered critical by tourists to visit a location, it is paramount to analyse how they evaluate the performance of each of these factors while staying there.This study focuses on the Lisbon Metropolitan Area (LMA), Portugal, and the findings will provide essential insights into destination competitiveness, sustainable tourism development, and the creation of unique travel experiences. As a destination that gained popularity, attracting tourists from all over the world, it is necessary to comprehend the specific factors that contribute to this vibrant region's allure and how it performs regarding them. The research will use the Importance-Performance Analysis to make data interpretation accessible and suggest relevant measures to improve competitiveness based on optimising the allocation of resources among the various factors/attributes analysed. The research incorporates numerous criteria categories, including historical significance, urban appeal, natural scenery, culinary experiences, cultural heritage, and aspects like streets' cleanliness, transport availability, or health emergency infrastructures. The study's conclusions will impact Lisbon region's (LMA) tourism and destination management. By understanding what factors are more important for tourists that visit the area and their evaluation of the performance of each of these factors, stakeholders can improve marketing, infrastructure, and the visitors' experience to promote sustainable development and maintain Lisbon's standing as a top tourist destination for rewarding and enlightening experiences. Relevant data is also provided to inform future tourism initiatives. This study adds to the academic discussion of location competitiveness and unique travel experiences.

This study examines the interrelationship between sustainability values, technology, and co-creation in tourism. While prior research has underscored the significance of sustainability in influencing tourist behaviour, this study reveals that sustainability values do not directly affect co-creation intentions. Instead, technology emerges as a pivotal mediating factor, bridging the gap between sustainability awareness and active participation in co-creation. Employing a sample of 401 tourists in Lisbon, the study utilises Partial Least Squares (PLS) structural equation modelling to analyse the relationships among these variables. The findings indicate that tourists with strong sustainability values perceive technology as an essential facilitator of responsible tourism. However, sustainability values alone do not significantly influence tourists’ perception of co-creation value or their intention to engage in co-creation activities. These results suggest that although sustainability-conscious tourists may endorse eco-friendly tourism, they do not necessarily engage in participatory co-creation behaviours unless technology is incorporated into the process. This finding implies that sustainability is frequently regarded as a passive commitment rather than an interactive, co-created experience. From a practical perspective, the study offers valuable insights for tourism stakeholders seeking to develop technology-driven solutions that enhance sustainable and interactive travel experiences. The findings suggest that digital platforms, artificial intelligence-powered tools, and blockchain-based transparency mechanisms can facilitate co-creation while fostering responsible tourism practices. By integrating sustainability and technological perspectives, this study contributes to theoretical advancements and provides strategic recommendations for promoting meaningful and sustainable tourism experiences in the digital era.

The impact of Japanese pop culture on global tourism patterns is substantial, specifically in the promotion and growth of otaku tourism. Japan has become a hub for global tourists due to its ability to attract with the allure of interacting with the environments and storylines of their beloved pop culture media. This study examines the distinctive combination of traditional and contemporary cultural aspects, evaluating its influence on Japan’s tourism industry and on global perception. The economic and cultural benefits of using cultural exports to enhance the attractiveness of tourism are revealed through a literature review, with theoretical perspectives. This emphasizes the change in travel motivations towards genuine cultural experiences and the strategic significance of popular culture in promoting destinations. The findings indicate that Japan’s strategy of blending its abundant cultural heritage with modern cultural manifestations provides valuable lessons for other destinations seeking to attract tourists based on cultural identity. This movement highlights the capacity of cultural experience to influence tourism preferences, positioning Japan as a prominent illustration of how culture impacts international tourism dynamics.

Using a theoretical framework that recognises the pervasive impact of the COVID-19 pandemic on global tourism and events, this study examines the unique complexities of Japanese pop culture events. These events, characterised by their ability to attract large audiences, especially enthusiastic youth, have traditionally flourished through interpersonal interactions. This discrepancy between the interactive nature of events and pandemic-induced measures has necessitated fundamental changes in event management strategies. However, pandemic responses and restrictions contrasted sharply with the nature of these events, posing significant challenges for event organisers. This study analyses qualitative data from seven semi-structured interviews with Japanese theme researchers, journalists, and representatives of the main events on the theme in four countries. The pandemic crisis clearly affected Japanese pop culture events, which were among the most frequently suspended. The interviewees believe that it is easy to return to the normalcy of face-to-face events because the audience for these events is predominantly young and enthusiastic, but this requires adaptations and the care that each country demands. This research sheds light on both the difficulties and setbacks that Japanese pop culture events face, as well as their ability to endure and adjust in response to difficult circumstances. By shedding insight into the complex dynamics and demographic characteristics of these events, it also enables event organisers and policymakers to develop strategies to facilitate the safe and successful recovery of similar events in the future. In addition to connecting with other studies in the event sector, this research contributes to the body of knowledge needed to develop effective responses to unforeseen obstacles by shedding light on exceptional events and their potential resilience pathways.

Tourism has an enormous economic and employment potential, which, at least until 2019, encouraged many countries to develop their tourism offer and attract more tourists. Then the COVID-19 pandemic happened, and nowadays, Europe, the most important tourism destination in the world, faces a new war and refugee crisis. Tourism is an activity that propels the economy and job creation internationally; nevertheless, the activity is vulnerable to macro environment events. Both aspects are crucial issues for tourism entrepreneurs. Therefore, it is relevant to understand the emerging trends that entrepreneurs may face. Based on a systematic literature review, this paper aims to identify the major macro-environmental factors that impact tourism activity by answering the following research question: What contextual factors should entrepreneurs expect to impact their businesses? A systematic literature review was conducted in three steps: 1) selection of the relevant sources (on WoS and Scopus-indexed journals) using appropriate selection criteria that fitted the research questions; 2) assessment of the selected articles according to exclusion criteria to reach a final sample of articles; 3) full analysis of the base of final articles to identify emerging trends associated to relevant contextual factors. Results suggest that political-legal, technological, sociocultural, and sustainability-related factors have been the most relevant ones. This study has relevant contributions to practice since it highlights what entrepreneurs should expect from the macro environment. It also contributes to tourism literature by opening new lines of research and synthesising the trends impacting tourism activity.