This study examines the effectiveness and sustainability of digital marketing strategies for driving consumer behaviour in the domestic tourism industry. Based on the findings of a mixed research design involving 13 face-to-face interviews with tourism marketers as well as 401 surveys of domestic tourists, understanding tourism marketers’ digital marketing preferences, digital marketing platforms influencing travel decisions and factors motivating the use of digital platforms is crucial in developing sustainable digital marketing strategies. Digital marketing has the resilience to influence tourists’ decisions to engage in domestic tourism. Stakeholders must constantly adapt their digital marketing strategies to stay abreast of the changing trends in technology adoption. It is paramount that tourism destinations spearhead their tourism recovery strategies for increased competitiveness, sustainability and long-term recovery. As digital marketing becomes more sustainable for changing consumer behaviour, future studies can focus on artificial intelligence tools and consumer behaviour in tourism. W artykule przedstawiono badanie mające na celu ocenę skuteczności i długoterminowej użyteczności strategii marketingu cyfrowego do kształtowania zachowań konsumentów na krajowym rynku usług turystycznych w RPA. Na podstawie danych uzyskanych w trakcie wywiadów z 13 osobami zajmującymi się marketingiem turystycznym oraz ankiety przeprowadzonej wśród 401 turystów krajowych, autorzy analizują, w jaki sposób różne cyfrowe strategie marketingowe wpływają na wybór miejsc wyjazdów wakacyjnych przez turystów oraz ich sposoby korzystania z platform cyfrowych. Autorzy podkreślają, że podmioty działające w branży turystycznej muszą stale dostosowywać cyfrowe strategie marketingowe, aby być na bieżąco ze zmieniającymi się sposobami korzystaniu z technologii, natomiast obszary recepcji turystycznej powinny tworzyć strategie ukierunkowane na większą konkurencyjność i długoterminowy rozwój.

This chapter explores Generative AI (artificial intelligence) in higher education regarding students' creativity. By utilising the quantitative content analysis approach, the chapter explored the impact of generative AI in higher education to understand its transformative effects on students' creative thinking processes and its outcomes. Current literature reveals the latest thinking on how AI enables or disrupts students' creativity. Generative AI is a potent tool in higher education which generates original content like text, images, music, and videos based on input data or predefined models. The adoption of generative AI led to the need to understand how these advancements may shape the educational experience to develop essential skills like creativity. Since creativity is crucial in today's digital age, generative AI raises questions about its potential impact on the imagination. The aspect of creativity, which is fundamental in higher education, offers students opportunities to enhance critical-thinking, problem-solving, and innovation; however, a balance is necessary between the utilisation of AI tools and the human element of creativity.

The advancement of technology over the past two decades has provided various tools and platforms that facilitate and optimize the language-teaching-learning process using diverse teaching methods that help learners to acquire and understand new knowledge interactively. Despite extensive research highlighting the intersection between education and artificial intelligence technologies, many language teachers are unaware of innovative learning approaches at their disposal. As a result, the potential to transform classroom learning is yet to be realized. The chapter aims to close this gap by providing an overview of the transformation of language teaching experiences in the artificial intelligence age and exploring the opportunities and challenges associated with immersive and gamification technologies. The chapter argues that incorporating innovative technologies in teaching significantly contributes to language learning experiences. The chapter provides insight, more understanding and adds to the body of literature of the study area. Request access from your librarian to read this chapter's full text.

The study aimed to understand the influence of digital marketing strategy preferences, motivation, and tourists’ perceptions of digital marketing tools and their overall satisfaction after using them. The study employed a mixed-methods research design, utilizing a sample of 13 tourism marketers and 401 domestic tourists. The findings led to the development of a framework that helps tourism stakeholders develop digital marketing strategies that align with tourists’ needs and expectations and effectively promote tourism destinations. This study argues that by aligning digital marketing strategies with the needs and expectations of sustainable tourists, tourism stakeholders can enhance tourists’ experiences, build resilience in the tourism industry, and contribute to the long-term sustainability of tourism. To the best of the authors’ knowledge, this paper presents the first tourist-centric framework that aligns digital marketing strategies with the needs and expectations of sustainable tourists. The study enriches existing literature and offers practical guidance for marketers, managers, and policymakers, facilitating the development of effective and efficient digital marketing strategies. The paper suggests directions for future research.

Artificial intelligence has become an integral part of higher education, significantly transforming the landscape of higher education. This study aims to identify, analyse and visualise peer-reviewed academic research output on artificial intelligence (AI) and graduate attributes in higher education. Data was gathered from the Scopus database over a decade (2014-2024), with search terms related to artificial intelligence, graduate attributes, and higher education. Following the PRISMA method guidelines, 106 articles were deemed necessary for review. Bibliometric methods, content and thematic analysis were used to identify main themes, and VoSviewer software was used to analyse the data. The findings revealed research productivity, citation overview, the main subjects, the territory of the leading researchers, thematic choices and future research opportunities and directions. Themes such as the impacts of AI on graduate attributes emerged, which may assist policymakers, educational institutions, teachers and students in their strategies and choices for adopting and using AI. The study recognised research trends, provided insights into the current state of AI and higher education research, and identified potential gaps in the literature on the research landscape of AI, graduate attributes, and higher education. The study can guide future researchers on emerging thematic opportunities.