Turizam

Traditional Weaving and Handloom Practices as a Tourism Development Tool: A study of Umden-Diwon Village, Ri Bhoi District, Meghalaya

Wanpynsuk Makri, Dr. Sharad Kumar Kulshreshtha — Wed, 11 Feb 2026 12:44:28 +0100

In Meghalaya, 80 % of the population lives in rural areas, and many of the residents are involved in various economic activities, which is essential to improve their quality of life. Apart from agricultural activities, the handloom sectors are considered important by many rural communities. The purpose of the study is to assess the current scenario of the traditional handloom practices and to examine the perception of local communities of Umden-Diwon Village on integrating traditional handloom practices as a tourism development tool. The study adopted a mixed-method approach, using a structured questionnaire and interviews. The result of the study reveals that the majority of the weavers' communities see tourism as a tool for development, in the context of socioeconomic growth, cultural preservation and community empowerment. Integration of the traditional handloom practices with the growth of touristic activities within the local community is also very challenging. Therefore, the study recommended that it is very important in creating policies that support sustainable tourism development, long-term cultural heritage, preservation and community empowerment in the region.

Promoting Rural Tourism through Social-Media and Digital Entrepreneurship: Insights from Homestays Operators of Sikkim

Sonam Dorjee Lepcha, Dr. Jigmie Wanchuk Bhutia, Dr. Ruth Marie Bhutia — Wed, 11 Feb 2026 12:46:05 +0100

In today’s digital age, social media can transform small rural businesses into globally visible enterprises. This study explored the adoption, perceived opportunities, and challenges of social media use among rural homestay operators in Sikkim, India. A qualitative research design was employed, and semi-structured interviews were conducted with 30 homestay operators across all districts of Sikkim and analyzed using thematic analysis. The findings revealed that social media adoption was highly strategic and uneven, with WhatsApp, Facebook, and Instagram being the most frequently used platforms by the participants. Operators strategically use WhatsApp, Facebook, and Instagram to promote homestays, build trust, and engage with guests, with video content being the most effective medium. However, adoption is limited by infrastructural constraints, digital skill gaps, operational time pressures, and exposure to online risks. This study contributes to the understanding of digital entrepreneurship in rural tourism and offers practical guidance for improving social media adoption by small-scale operators. The findings also provide policymakers with evidence to design targeted interventions for infrastructure development and capacity-building programs.

Sentiment Analysis of Social Media Data in Tourism Destination Studies: A Systematic Literature Review

Shah SYED ARIF HUSSAIN — Fri, 20 Feb 2026 10:35:04 +0100

Sentiment analysis of social media data has emerged as a valuable tool for understanding tourist perceptions and behaviors. To the best of the author’s knowledge, this is the first systematic review that precisely focuses on tourism destination studies applying sentiment analysis to social media data. It highlights methodological patterns, identifies underutilized platforms and techniques, and proposes future research directions for this growing interdisciplinary field. A systematic review of research papers published between 2016 and 2024 was conducted using reliable and credible databases, including ScienceDirect, IEEE Xplore, Emerald Insight, Springer, Scopus, Google Scholar and Web of Science. After the initial and thorough screening of published papers, 29 out of 81 articles were selected for the review process. The articles were reviewed based on the objectives and methodology of the study. The results show that most studies used machine learning and lexicons techniques for sentiment analysis of social media data, primarily from Twitter and TripAdvisor. There is strong empirical evidence that social media plays a significant role in shaping the image of tourist destinations.

Modeling the Relationship between Transcendent Tourist Experience, Destination Brand Love and eWOM Intention in Wellness Tourism

KRISHNAVENI K, JOHNEY JOHNSON — Mon, 09 Mar 2026 11:03:03 +0100

Providing exceptional experiences to customers has become a paramount goal of the emerging Hospitality and Tourism industry (H&T) due to its experiential nature. Transcendent customer experience is a dimension of customer experience that refers to exceptional or deeply meaningful interactions that go beyond mere satisfaction to create a lasting emotional connection with a brand or product. This study empirically evaluates the influence of transcendent tourist experience (TTE) on eWOM intention through the mediating role of destination brand love (DBL) within the framework of Stimulus-Organism-Response theory. Using path analysis, this study examined data from 404 tourists who visited Wellness tourism destinations in Kerala. The findings of the study reveal that TTE significantly influence eWOM through the mediation of DBL. It also provides valuable insights for tourism marketers who aim to leverage consumer sentiments to promote destinations online and to focus on improving customer engagement and advocacy through experiential marketing.