Even though the World Tourism Organization described Sustainable Tourism as a tourism form that could contribute to the future survival of the industry, the current reality is quite different, since it has not been firmly established in society at expected levels. The present study analyzes which variables drive the consumption of this tourism type, taking tourist awareness as the key element. To this awareness, we must add the current crisis experienced by the tourism industry caused by COVID-19, since it can benefit Sustainable Tourism development, promoting less crowded destinations that favor social distancing. For this, the existing literature on Sustainable Tourism has been examined in order to create a model that highlights the relations among these variables. To determine the meaning of these relations, a sample of 308 tourists was analyzed through structural equation models using Partial Least Squares. The results show that there is a clear attitude on the part of the tourist to develop Sustainable Tourism, driven by the positive effects and motivation it entails, as well as the satisfaction the tourist perceives when consuming a responsible tourism type.

Mototourism is a kind of tourism that has consistently been overlooked by tourism experts. However, it is currently considered as one of the fastest growing segments of tourism. This is generating and attracting much attention from researchers. Despite the importance of memorable tourism experiences (MTEs) for destinations, no studies have yet assessed this aspect in the motorcycle tourism industry. This paper examines the antecedents and consequences of MTEs in this sector. In this respect, the objective of this research is to explore the concept of mototourism and to propose a structural model with first-order and second-order constructs. To this end, a survey questionnaire was applied to a sample of 457 Spanish motorcycle tourists, and AMOS software was used for the data analysis. The findings show that motivation is an important precursor of MTEs in the mototourism industry. At the same time, the results show that MTEs have an effect on the satisfaction and behavioural intention in this industry.

To assist Ecuadorian chia seed producers in their quest for internationalisation. This article uses a case study to present a methodology which assists in the selection of the most suitable export market for a product. It is based on a diverse range of indicators grouped into 7 dimensions that were used to analyse the 27 member countries of the European Union in order to determine the most suitable export market for chia seeds from Ecuador. Germany is the biggest European importer of chia seeds with a 55% share, followed by the Netherlands, the United Kingdom and Spain. It presents a methodology for market selection that can be employed as a tool for international expansion which can easily be used by companies in search of the most suitable export market for their products.

The model analyzes the positive moderating role of absorptive capacity (ACAP) in the innovative outcomes of the firms. It focuses on ACAP as a moderating variable of the innovative efforts that firms develop or have the chance of incorporating from outside and not just as an antecedent of the innovation results. The empirical evidence collected comes from a study conducted on 189 SMEs working in IT services in Argentina and the results prove the main hypothesis of how ACAP is a positive moderating factor of the innovative effort of firms, even in the case of the connections created by their the participation in international networks not having a high correlation. Some suggestions for policymaker managers and future lines of research are provided.

Flamenco has established itself as one of Spain's most emblematic cultural manifestations. Despite its popularity, there is a significant gap in the academic literature on how flamenco shows influence tourists' behavioural intentions. This study explores the relationship between tourists' experiences at flamenco shows, their satisfaction, and their intention to revisit. Using a sample of 364 tourists from various flamenco tablaos in Seville, a structural equation model was applied to examine how affective engagement, cognitive engagement, novelty, and physical involvement impact pleasurable experiences, satisfaction, and the intention to return. The findings reveal that novelty and affective engagement significantly enhance tourists' pleasurable experiences, which, in turn, increase satisfaction and the intention to revisit flamenco shows. The results offer valuable insights for the cultural tourism industry, particularly for businesses in cultural event management and tourism marketing. By enhancing the novelty and emotional depth of cultural experiences, industry practitioners can improve visitor satisfaction and increase the likelihood of repeat attendance. The study’s implications extend beyond flamenco to other cultural performances, such as tango festivals in Argentina and kabuki shows in Japan, providing a broader framework for enhancing tourist engagement in cultural tourism worldwide.