Water is an important element for the conservation of ecosystems and for human wellbeing. Recently, there has been a loss of awareness about the value of this resource, which requires scientific and practical action to encourage the rise of a new cultural attitude regarding water. Tourism gives water resources great potential, because it facilitates the development of such attractive resources, combining their protection with respectful use. However, studies that have explored the water tourism–territory relationship are still scarce. The objective of this work is to explore the current, touristic use of the aquifer sites in the Spanish region of Extremadura in order to determine whether these practices have the potential to generate new sensitivity about the value of water and its importance in socioeconomic development and environmental conservation. This research uses qualitative and quantitative methodologies, obtaining results that confirm the strategic role of water in the proper management of ecosystems and for the enhancement of human wellbeing. The empirical results show the beginning of a change in water-based tourism from both a supply- and demand-side perspectives. The conclusions suggest potential new measures that will facilitate a better understanding of the value of water, enhance the quality of life for everyone, and safeguard ecosystems.

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Food-based events and festivals are being increasingly organized around the world, both in large cities and in small towns with the aim of attracting the many benefits they provide to the destinations where they are held. While the impact of mega events is sufficiently studied in scientific literature, the works that address the effects of small events are still scarce. To close this gap, this research investigates the significance of small food-based events for tourism and the sustainable development of destinations. An exhaustive study of a renowned festival based on cheese was carried out in the Spanish city of Trujillo. A survey was used to ask non-local attendants and it explored their motivations, the event itself, the assessment of the permanent elements of the destination, and loyalty to the festival. The impact of these small festivals is not only relevant for the tourism sector and the sustainable positioning of the destination, however it is also relevant for the local economy due to the consumption of local gastronomic products. Given their role in attracting visitors, these small festivals as tourist motivators must be integrated into the communication campaigns of those destinations that seek to enhance their sustainability.

The scientific literature on tourism identifies two driving trends: the quest for experientiality and the growing connection between holidays and quality of life. The present research focuses on water-based activities practiced with a healthy purpose, capable of driving positive economic, social and environmental effects on the territory where this type of tourism is developed. Considering the growing demand of experiential tourism, it is important to assess the experiential value of these practices and their impact on the quality of life, satisfaction and loyalty. A sample of 184 customers of thermal spas and similar establishments was used to test the structural model proposed, employing the partial least squares technique. The results show the experiential value of healthy water-based activities and confirm their positive impact on the individuals’ quality of life, satisfaction and loyalty towards both the experience and the destination.

Purpose This paper aims to develop an original model in the context of food-based experiences considering new experiential variables, such as to experience quality, memorability and quality of life (QOL), and their impact on marketing outcomes, namely, satisfaction and loyalty, approached from an experience perspective. Design/methodology/approach An empirical approach has been adopted. Data have been collected through an online and a paper-and-pencil method, using an original questionnaire addressed to tourists who had a food-based experience during their recent holidays. Partial least squares-structural equation modelling is the technique used for data analysis. Findings The results confirm that local food, enjoyed through quality experiences, is a determining factor in designing memorable products, achieving tourist satisfaction, improving their QOL and encouraging loyalty to experiential food-based practices. Research limitations Results should be interpreted within the context of this research because of the use of a sample conveniently selected. Practical implications Gastronomic experiences represent a successful strategic resource for tourist destinations and professionals who want to adapt their business/destination to the new requirements of the experiential context. Originality/value To the best of authors’ knowledge, this study is first to relate the impact of memorable and quality culinary experiences on the QOL of tourists, chasing, as a final result, loyal intentions towards a specific kind of experience (culinary) rather than towards the destination.