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Authors: Suhail Majid Shah, Gauri Rajput, Dr. Ajaz Ahmad Dar, Dr. Mo. Maharaj

Abstract: In Meghalaya, 80% of the population lives in rural areas, and many residents are involved in various economic activities essential to improving their quality of life. Apart from agricultural activities, the handloom sector is considered important by many rural communities. The purpose of the study is to assess the current scenario of traditional handloom practices and to examine the perception of weavers’ communities of Umden-Diwon Village, Ri Bhoi District, Meghalaya, India, on integrating traditional handloom practices as a tourism development tool. The study adopted a mixed-method approach, using a structured questionnaire (n=130) and semi-structured interviews (n=91). The concept of the study draws upon the context of the theoretical framework based on empowerment theory and stakeholder theory. Major key findings reveal that most of the weavers’ communities perceive tourism as a development tool, with high mean scores for community participation in tourism planning (M=4.88), support for traditional practices as cultural attractions (M=4.83), and belief in tourism’s role in economic growth (M=4.78). The 9-item perception scale demonstrated excellent internal consistency (α=0.928). However, significant challenges persist, including limited awareness among the weavers’ community and tourists (86.15%), inadequate marketing strategies (74.62%), and a deficit in infrastructure development (58.46%). Despite earning below Rs. 10,000 monthly from traditional handloom practices (57.69%), weavers demonstrate a positive optimism to participate in tourism initiatives. The study also proposes recommendations like infrastructure enhancement, strengthened marketing strategies, capacity-building programmes, and policy frameworks that support integration of traditional handloom practices into a sustainable community-based tourism resource, which fosters cultural preservation and weavers’ community empowerment.

Keywords: Traditional weaving, Handloom Practices, Tourism Development, Community Empowerment, Community-based tourism, cultural heritage tourism, Handicraft Tourism

DOI: 10.5937/turizam30-62854

Article info: 4-29

Received: November 2025 | Accepted: February 2026

 

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Authors: Dr. Bhutia Jigmie Wanchuk, Lepcha Sonam Dorjee, Dr. Bhutia Ruth Marie

Abstract: In the current digital age, social media can transform small rural businesses into globally visible enterprises. This study explores 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. Operators strategically use WhatsApp, Facebook, and Instagram to promote homestays, build trust, and engage with guests, with video content being the most effective. 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 small-scale operators’ social media adoption. The findings also provide policymakers with evidence for designing targeted interventions for infrastructure development and capacity-building programs.

Keywords: social media adoption, rural homestays, opportunities, challenges, tourism promotion

DOI:10.5937/turizam30-61867

Article info: 30-47

Received: October 2025 | Accepted: February 2026

 

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Authors: Syed Arif Hussain Shah

Abstract: Sentiment analysis of social media platforms has become an important method for examining tourists’ perceptions and behavioral patterns. This study provides a systematic review of tourism destination research applying sentiment analysis to social media data. It identifies methodological trends, highlights underutilized platforms and analytical approaches, and outlines directions for future research. A systematic review of studies published between 2016 and 2024 was conducted using major academic databases, including ScienceDirect, IEEE Xplore, Emerald Insight, Springer, Scopus, Google Scholar, and Web of Science. Following a structured screening process, 30 relevant studies were selected for detailed analysis. The findings indicate a gradual shift from lexicon-based methods to machine learning and transformer- based models, although hybrid approaches remain limited. Research relies heavily on platforms such as X (formerly Twitter) and TripAdvisor, while visually oriented platforms such as YouTube, Instagram and TikTok are comparatively underexplored. Overall, the evidence confirms that social media sentiment analysis contributes significantly to understanding destination image formation and visitor evaluation. However stronger theoretical integration and broader data representation are needed to advance the field.

Keywords: sentiment analysis, machine learning, lexicon based, tourist destination, Smart tourism

DOI:10.5937/turizam30-61068

Article info: 48-58

Received: August 2025 | Accepted: February 2026

 

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Authors: Krishnaveni K., Johney Johnson

Abstract: Providing exceptional experiences to tourists 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. In the context of H&T, tourists serve as primary customers. Hence, this study empirically examines the influence of transcendent tourist experience (TTE) on eWOM intention, with destination brand love (DBL) as a mediating variable, within the Stimulus- Organism-Response framework. The research follows a quantitative research design. Using path analysis, this study examined data from 404 tourists as samples who visited wellness tourism destinations in Kerala. The study’s findings reveal that TTE significantly influences eWOM through the mediation of DBL. It also provides valuable insights for tourism marketers who aim to leverage tourists’ sentiments to promote destinations online, which may, in turn, lead to increased tourist engagement behaviours.

Keywords: eWOM intention, destination brand love, stimulus organism response (S O R), transcendent experience

DOI:10.5937/turizam30-61718

Article info: 59-80

Received: September 2025 | Accepted: February 2026

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Authors: Popović Isidora, Matejević Milosava, Kovačević Milutin

Abstract: The goal of this study is to assess Vorovo as a hunting tourism destination. It examines key factors, including attractiveness, accessibility, hunting facilities, and services, using a quantitative scoring system. Additionally, a qualitative analysis was performed to examine natural conditions, game management, and business objectives that shape Vorovo’s tourist value. By evaluating Vorovo’s potential, this paper contributes to the broader field of hunting tourism and emphasizes the need for quality conscious approaches in the post pandemic era.

Keywords: hunting tourism, Vorovo hunting ground, tourism destination

DOI: 10.5937/turizam30-64386

Article info:

Received: January 2026 | Accepted: February 2026