The primary purpose of this article is to determine the relationship between employer brand attractiveness, which is considered to be critical in achieving sustainable human resource management and organizational commitment, and to reveal the moderating role of perceived organizational support in this relationship. The research was conducted on the employees of 5-star hotels in Manavgat, one of the most popular tourist destinations in Turkey. Data were collected between June and October 2023. The hypothetical model was developed based on the results obtained and was tested using the AMOS program (IBM SPSS AMOS 22). Accordingly, the Process macro (model 1) was found to be the most appropriate model for determining moderating effects. The results of this study revealed a positive relationship between the economic, social, development, and application dimensions of employer brand attractiveness and organizational commitment. On the other hand, it was concluded that interest value did not have a statistically significant effect on organizational commitment. Moreover, it was also determined in the results of this study that perceived organizational support has a moderating role in the relationship between employer brand attractiveness dimensions and organizational commitment. It is believed that the research findings concerning the relationships between the variables and the moderating effect of perceived organizational support will contribute to filling a gap in the relevant literature. In light of the findings, a number of theoretical and practical implications have been presented for tourism and hospitality organizations and academicians on sustainable human resource management.

Deneyimsel Değer, Tüketici Tatmini ve Tüketici Sadakati Arasındaki İlişkinin Belirlenmesine Yönelik Bir Araştırma

There has been a significant growth in adventure tourism globally in recent years including Turkey. Fethiye is a good example of this trend as the resort has great potential for adventure tourism. Adventure tourism helps holiday destinations to attract sustainable tourism management in comparison with the traditional sea, sun and sand form of tourism. The specific aim of this study is to reveal the benefits of adventure tourism for the adventure traveller and for the providing organization too. Questionnaire technique was used to gather data. The questionnaire was directed and employed towards the service providers. Data was collated between May and October 2014 and 161 questionnaires were completed via face to face survey methodology. Adventure travel/ traveller benefits were ascertained from enquiries appertaining to: experience, activity, environment and other miscellaneous factors. Findings of the survey identified that the greatest benefits of adventure tourism for the providing organisations were 'self actualization' and 'supporting culture and environment' both of which, from statistical analysis, appeared to have a direct impact on increased business opportunity and growth market potential. As a result of this study, it is surmised that the provision of serving such destinations with adventure tourism should be of significant benefit to travellers and service providers alike.Keywords: Adventure tourism, benefits of adventure tourism, adventure-based leisure/recreation, service providers.

There has been a significant growth in adventure tourism globally in recent years including Turkey. Fethiye is a good example of this trend as the resort has great potential for adventure tourism. Adventure tourism helps holiday destinations to attract sustainable tourism management in comparison with the traditional sea, sun and sand form of tourism. The specific aim of this study is to reveal the benefits of adventure tourism for the adventure traveler and for the providing organization too. Questionnaire technique was used to gather data. The questionnaire was directed and employed towards the service providers. Data was collated between May and October 2014 and 161 questionnaires were completed via face to face survey methodology. Adventure travel/ traveler benefits were ascertained from enquiries appertaining to: experience, activity, environment and other miscellaneous factors. Findings of the survey identified that the greatest benefits of adventure tourism for the providing organizations were 'self actualization' and 'supporting culture and environment' both of which, from statistical analysis, appeared to have a direct impact on increased business opportunity and growth market potential. As a result of this study, it is surmised that the provision of serving such destinations with adventure tourism should be of significant benefit to travelers and service providers alike. Keywords: adventure tourism, benefits of adventure tourism, adventure-based leisure/recreation, service providers

Tourism pioneered digital business processes, introducing online flight and hotel bookings and being a consistent early adopter of new technologies and platforms in the global ICT phenomenon (UNESCO, 2024). Artificial intelligence enhances business customer engagement, involves consumers in the process, and enables service personalization. AI aims to identify customer needs through machine learning, chatbots, and advanced analytics, enriching the overall experience (Insights, 2024). Event tourism as a growth area has expanded enduringly since 2008 (Getz & Page, 2016). Globally, event tourism has seen tremendous changes as a result of technological innovation and improvement (Türkmenda? & Türkmenda?, 2022). Various crises in society (such as health and economic crises) can benefit from the diffusion of innovation theory to advance the field (Dillette & Ponting, 2020). The pandemic boosted the digital transformation of the event industry (Piccioni et al., 2023). Changing consumer wants, needs, and expectations should be analyzed, and innovations that enrich the customer event experience should be researched and introduced to the sector. Staying up to date with the latest developments in the service industry is crucial to maintaining a presence during the digital transition. Using digital technologies allows for the provision of individualized experiences. Using current technology, the secret to developing a compelling tourism offering is to determine the requirements, interests, and preferences of consumers through their online behaviour. Digital technology application aspects affect marketing (Shchokin et al., 2023).