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PurposeGiven the lack of research on the nomological validity of tourism destination consumer-based brand equity (CBBE) constructs incorporating core, well-established constructs from the travel and tourism discipline, this research investigates the influence of venturesomeness as a moderator in a model with destination image, satisfaction, and overall CBBE as antecedents of return intentions.Design/methodology/approachThe study uses online panel data of past visitor to the sea-side destination of Corpus Christi, Texas. A sample of 210 residents in Texas and surrounding states was employed to estimate the hypothesized effects through partial least squares-structural equation modeling (PLS-SEM).FindingsResults demonstrate the predictive effects of destination CBBE dimensions on tourists' revisit intention, with the significant moderation effects of venturesomeness through its influence on tourist satisfaction.Research limitations/implicationsFindings provide general support to the nomological validity of the proposed model, highlighting the role of satisfaction as a central dimension to explain destination loyalty, the limitations of generic scales to investigate tourism destination contexts, and the incorporation of consumers' psychographics and lifestyle variables on destination CBBE.Practical implicationsDestination marketers should develop segmentation strategies to target travelers with psychographic profiles that are more responsive to the factors that foster CBBE.Originality/valueThis research provides insights on the nomological validity of a CBBE model by evaluating its integration with a context-specific theoretical domain, which is a condition to increase the explanatory scope of theoretical relations and claims in intermediate theory, and to move the research field forward.

PurposeThe purpose of this paper is to investigate specific marketing mix activities and influencing factors in hotels coping with falling room demand derived from drug cartel-related risk and insecurity.Design/methodology/approachA case study research was carried out using semistructured interviews with key informants (hotel managers) in two neighboring destinations at the US–Mexico border, an area where criminal organizations' drug trafficking-related violence has impacted the hospitality industry.FindingsThe research identifies factors that are internal (market segment diversification, type of ownership, magnitude of investments) and external (tourism promotion organizations, media coverage, tourist flow volume) to the firms as they affect their marketing mix implementation.Research limitations/implicationsThe research developed a framework to better understand the use of marketing mix practices and influencing factors in criminal insecurity contexts, which could be further studied in other risk and conflict scenarios.Practical implicationsThe pricing and communication tactics are employed more intensively, while product-service and distribution channel actions are used to a lesser extent. Greater emphasis should be placed on product-service, distribution and market segment diversification.Social implicationsConsidering the positive impacts that tourism and hospitality businesses have on local communities, it is recommended that the hotel sector works together with government and industry associations to improve the safety and security at tourism destinations.Originality/valueThe research extends the extant knowledge in hospitality crisis management by investigating the full marketing mix tactics in hotels at destinations stricken by cartel-related organized crime, an understudied context in the literature.

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Given the tourism industry’s risk and vulnerability to pandemics and the need to better understand the impacts on tourism destinations, this research assesses the effect of the COVID-19 outbreak on the variation of taxpayer units in the Mexican Caribbean region, which includes some of the major sun-and-sand beach destinations in Latin America. Using monthly data of registered taxpayer entities at the state and national levels as the analysis variable, probability distributions and definite integrals are employed to determine variations of the year following the lockdown, compared with previous years’ data. Results indicate that despite the government’s measures to restrict businesses’ operations and a reduction in tourism activities, registered taxpayers at the regional level did not decrease for most of 2020. Further, as business activities and tourism recovered, taxpayer units increased at the end of 2020 and beginning of 2021. Surprisingly, such a pattern was not observed at the national level, which yielded no statistically significant variations. A discussion of factors influencing the resilience of the tourism region in the study (e.g., outbound markets’ geographic proximity, absence of travel restrictions, closure of competing destinations) and implications for public finances are presented.