Mediating role of authenticity in the relationship between destination image and destination loyalty

Nainital is a famous tourist destination of India, attracting hundreds of both domestic and foreign tourists every year. Some of the important places in the district are Nainital City, Hanumangarhi, Haldwani, Kaladhungi, Ramnagar, Bhowali, Ramgarh, Mukteshwar, Bhimtal, Sattal and Naukuchiatal. However, Nainital also faces an unsure future, near-stripped of its natural heritage, invaded by vested interests. Moreover, it is converting into concrete jungles. There is an urgent need to embrace conservation of natural resources and to conserve and cherish the value of local traditions, customs and cultural heritage. Thus, ecotourism has a huge potential to attract tourists to Uttarakhand State without destroying or degrading the natural or cultural assets that the visitor has come to see. The primary data was collected using questioners filled mainly by tourists, chief executives, senior managers, mangers and other staff of the organizations. Statistical tools were used to analyze data. In addition, secondary data was taken from the various journals, books and research papers. It was revealed that ecotourism would provide employment and business opportunities to trained individuals of the state. Accordingly, conservation management and tourism activities may provide equitable, social and cultural benefits to men and women of Nainital community through education, training and creation of full time employment opportunities.

Voluntourism has always been portrayed as a crucial role in developing economies. However, as voluntourism evolves and expands, a question of sustainability arises. The majority of populaces served by short-term volunteer trips are predisposed communities. Thus, this raises ethical questions such as voluntourism as a savior or impediment to communities. This study examines the attractiveness of volunteer tourists in recent years in Cambodia and India and how it contributes to future sustainable tourism research. The paper uses KH Coder to collect primary data for the quantitative analysis of text data. Moreover, the paper applies an exploratory approach using content analysis of participant reviews to identify the critical dimensions of experiences. Based on the analysis of trends in voluntourism and their ecosystem, an approach to the sustainable development strategy of voluntourism actors is proposed. First, voluntourism operators and host organizations, a pivotal element of the development strategy of voluntourism infrastructure, are considered. It was revealed that there is a nexus between the well-being of the community/business opportunities and experienced voluntourists. Consequently, these voluntourism activities may provide intrinsic gains for them and the targeted communities, plus its support toward corporate social responsibility.

Acknowledgment
This study received no specific grant from any funding agency in the public, commercial, or not-for-profit sectors.

Digital tourism is an essential product of the digital economy, which is significant in promoting sustainable tourism. The study aims to analyze the current research status of digital tourism with the CiteSpace tool. One thousand thirteen documents related to digital tourism, AI tourism, and tourism digitization in the Web of Science (WOS) database from 1991–2022 were collected. This study conducts bibliometric analysis to portray the knowledge map. Furthermore, this paper explores the publication years, co-occurrence of authors, institutions, subjects, research hotspots, and evolution of digital tourism research. The analysis findings revealed that social and environmental sciences are the core disciplines in digital tourism research. Hong Kong Polytechnic University is the foremost institution, and Tussyadiah and Wirtz are the authors with the highest contribution rate. Moreover, the results emphasized the frontier studies of digital tourism referring to technology, consumption, tourists’ reviews, and the progress of the tourism industry. In addition, China, Europe, and the United States should strengthen their digital tourism cooperation with Africa and the South America to promote the sustainable development of global tourism. Finally, the results implicate the future development trends of digital tourism.

Acknowledgment
We acknowledge all the authors involved in the creation of this paper: Chen Luo for providing the opportunity for this research and collaborative creation, and Dr. Songyu Jiang, Dr. Ruihui Pu, and Dr. Lin Li for providing creative ideas and collaborative division for this paper, and for funding the research. Dr. Hongmei Yang further provides the research direction and future in the development process of digital tourism.