María Jesús Jerez-Jerez is Senior in International Business at the University of Bedfordshire. Maria received her PhD in Business Management from Middlesex University, London, UK. She has a Master of Arts degree in International Hotel and Restaurant Management from London Metropolitan University, UK, and a Bachelor of Science degree in Hospitality and Tourism, Madrid, Spain. She worked in the hotel and tourism industry in various functional areas and managerial roles before becoming an educator.Pantea Foroudi, Brunel University, London, UK, is the Business Manager and Solution Architect at Foroudi Consultancy, as well as a member of Brunel University London. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach, with a particular focus on the concept of customer perception and its effect on corporate brand identity, design, sustainable development goals (SDGs). Pantea has published widely in international academic journals such as the British Journal of Management, Journal of Business Research, and European Journal of Marketing. She is the associate/senior/editor of the International Journal of Hospitality Management, Journal of Business Research, International Journal of Hospitality Management, International Journal of Management Reviews, International Journal of Contemporary Hospitality Management and more.

"The book Entrepreneurial Innovation in the International Business of Tourism, edited by María Jesús Jerez-Jerez and Pantea Foroudi, stands as an exemplar in the realm of tourism studies. Seamlessly interweaving empirical research with profound insights, Jerez-Jerez and Foroudi shed light on the complexities of today's dynamic tourism landscape. Each chapter, penned by experts in the field, delves into diverse geographies, cultural nuances, and innovative approaches to sustainable tourism practices. The book's comprehensive examination of technologies, sustainability concerns, and entrepreneurial strategies offers both academics and industry professionals a roadmap for navigating the intricate terrain of international tourism. I wholeheartedly endorse this meticulously crafted volume as a seminal resource, destined to influence the discourse and practice of global tourism for the foreseeable future."Prof. T.C. Melewar, Professor of Marketing and Strategy, Middlesex University"The book, Entrepreneurial Innovation in the International Business of Tourism, edited by María Jesús Jerez-Jerez and Pantea Foroudi, is a comprehensive and forward-looking exploration of entrepreneurial innovation in the ever-evolving tourism and hospitality sector. The authors provide fresh insights into the emerging trends and the multifaceted dynamics of entrepreneurial innovation by taking consideration of factors such as policy, society, sustainability, and technology. This book not only offers a rich theoretical foundation but also provides practical insights through numerous case studies. As a unique and timely addition to the literature, it serves as an invaluable resource and inspiration for students, researchers, academics, and industry practitioners."Prof. Yan, Professor of Information Systems, University of Bedfordshire

• Introduction: Entrepreneurial Innovation in the International Business of Tourism. Section 1: Strategies and Insights for Emerging Markets. 1. Exploring the Tourism Potential and Innovative Contributions of Social Enterprises in South-East Nigeria. 2. Exploring Destination Managers’ Approach to Shock Advertising: The Case of Southeast Asian Countries and Turkey. 3. Post-Brexit Tourism: Customer Perspectives. Section 2: Sustainable Practices and Environmental Considerations. 4. Environmental Sustainability in the Tourism Sector. 5. Water Use in Tourism. 6. Smart Tourism: Advancing Sustainable “Smart” Tourism by a Critical Analysis of the Disparity Between the Factors Driving Consumer Decision-Making and the Offerings and Challenges within the Industry. Section 3: Innovations, Technologies and Branding in Tourism. 7. Immersive Technology in Tourism: Applications of Immersive Technologies and Impacted Tourism Experience. 8. Destination Branding Authenticity: Building Relationship Orientation Among Visitor Attractions, Tourism and Millenials. 9. Unleashing Innovation Through Internal Branding and Resident Involvement. 10. Transport: Digital Trends. Section 4: Management, Policy and Research Insights in Tourism. 11. Managing Cultural Diversity and Communication Inside the Tourism Industry. 12. Changing Government Attitudes: Development and Management of New Knowledge on Security and Safety in Tourism. 13. Synergies to Promote Successful PMI in the Tourism Industry. 14. Entrepreneurship in Tourism and Hospitality Research: A Bibliometric Analysis.

María Jesús Jerez-Jerez is Senior in International Business at the University of Bedfordshire. Maria received her PhD in Business Management from Middlesex University, London, UK. She has a Master of Arts degree in International Hotel and Restaurant Management from London Metropolitan University, UK, and a Bachelor of Science degree in Hospitality and Tourism, Madrid, Spain. She worked in the hotel and tourism industry in various functional areas and managerial roles before becoming an educator.Pantea Foroudi, Brunel University, London, UK, is the Business Manager and Solution Architect at Foroudi Consultancy, as well as a member of Brunel University London. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach, with a particular focus on the concept of customer perception and its effect on corporate brand identity, design, sustainable development goals (SDGs). Pantea has published widely in international academic journals such as the British Journal of Management, Journal of Business Research, and European Journal of Marketing. She is the associate/senior/editor of the International Journal of Hospitality Management, Journal of Business Research, International Journal of Hospitality Management, International Journal of Management Reviews, International Journal of Contemporary Hospitality Management and more.

"The book Entrepreneurial Innovation in the International Business of Tourism, edited by María Jesús Jerez-Jerez and Pantea Foroudi, stands as an exemplar in the realm of tourism studies. Seamlessly interweaving empirical research with profound insights, Jerez-Jerez and Foroudi shed light on the complexities of today's dynamic tourism landscape. Each chapter, penned by experts in the field, delves into diverse geographies, cultural nuances, and innovative approaches to sustainable tourism practices. The book's comprehensive examination of technologies, sustainability concerns, and entrepreneurial strategies offers both academics and industry professionals a roadmap for navigating the intricate terrain of international tourism. I wholeheartedly endorse this meticulously crafted volume as a seminal resource, destined to influence the discourse and practice of global tourism for the foreseeable future."Prof. T.C. Melewar, Professor of Marketing and Strategy, Middlesex University"The book, Entrepreneurial Innovation in the International Business of Tourism, edited by María Jesús Jerez-Jerez and Pantea Foroudi, is a comprehensive and forward-looking exploration of entrepreneurial innovation in the ever-evolving tourism and hospitality sector. The authors provide fresh insights into the emerging trends and the multifaceted dynamics of entrepreneurial innovation by taking consideration of factors such as policy, society, sustainability, and technology. This book not only offers a rich theoretical foundation but also provides practical insights through numerous case studies. As a unique and timely addition to the literature, it serves as an invaluable resource and inspiration for students, researchers, academics, and industry practitioners."Prof. Yan, Professor of Information Systems, University of Bedfordshire

• Introduction: Entrepreneurial Innovation in the International Business of Tourism. Section 1: Strategies and Insights for Emerging Markets. 1. Exploring the Tourism Potential and Innovative Contributions of Social Enterprises in South-East Nigeria. 2. Exploring Destination Managers’ Approach to Shock Advertising: The Case of Southeast Asian Countries and Turkey. 3. Post-Brexit Tourism: Customer Perspectives. Section 2: Sustainable Practices and Environmental Considerations. 4. Environmental Sustainability in the Tourism Sector. 5. Water Use in Tourism. 6. Smart Tourism: Advancing Sustainable “Smart” Tourism by a Critical Analysis of the Disparity Between the Factors Driving Consumer Decision-Making and the Offerings and Challenges within the Industry. Section 3: Innovations, Technologies and Branding in Tourism. 7. Immersive Technology in Tourism: Applications of Immersive Technologies and Impacted Tourism Experience. 8. Destination Branding Authenticity: Building Relationship Orientation Among Visitor Attractions, Tourism and Millenials. 9. Unleashing Innovation Through Internal Branding and Resident Involvement. 10. Transport: Digital Trends. Section 4: Management, Policy and Research Insights in Tourism. 11. Managing Cultural Diversity and Communication Inside the Tourism Industry. 12. Changing Government Attitudes: Development and Management of New Knowledge on Security and Safety in Tourism. 13. Synergies to Promote Successful PMI in the Tourism Industry. 14. Entrepreneurship in Tourism and Hospitality Research: A Bibliometric Analysis.

María Jesús Jerez-Jerez is Senior in International Business at the University of Bedfordshire. Maria received her PhD in Business Management from Middlesex University, London, UK. She has a Master of Arts degree in International Hotel and Restaurant Management from London Metropolitan University, UK, and a Bachelor of Science degree in Hospitality and Tourism, Madrid, Spain. She worked in the hotel and tourism industry in various functional areas and managerial roles before becoming an educator.Pantea Foroudi, Brunel University, London, UK, is the Business Manager and Solution Architect at Foroudi Consultancy, as well as a member of Brunel University London. Her primary research interest has focused on consumer behaviour from a multidisciplinary approach, with a particular focus on the concept of customer perception and its effect on corporate brand identity, design, sustainable development goals (SDGs). Pantea has published widely in international academic journals such as the British Journal of Management, Journal of Business Research, and European Journal of Marketing. She is the associate/senior/editor of the International Journal of Hospitality Management, Journal of Business Research, International Journal of Hospitality Management, International Journal of Management Reviews, International Journal of Contemporary Hospitality Management and more.

"The book Entrepreneurial Innovation in the International Business of Tourism, edited by María Jesús Jerez-Jerez and Pantea Foroudi, stands as an exemplar in the realm of tourism studies. Seamlessly interweaving empirical research with profound insights, Jerez-Jerez and Foroudi shed light on the complexities of today's dynamic tourism landscape. Each chapter, penned by experts in the field, delves into diverse geographies, cultural nuances, and innovative approaches to sustainable tourism practices. The book's comprehensive examination of technologies, sustainability concerns, and entrepreneurial strategies offers both academics and industry professionals a roadmap for navigating the intricate terrain of international tourism. I wholeheartedly endorse this meticulously crafted volume as a seminal resource, destined to influence the discourse and practice of global tourism for the foreseeable future."Prof. T.C. Melewar, Professor of Marketing and Strategy, Middlesex University"The book, Entrepreneurial Innovation in the International Business of Tourism, edited by María Jesús Jerez-Jerez and Pantea Foroudi, is a comprehensive and forward-looking exploration of entrepreneurial innovation in the ever-evolving tourism and hospitality sector. The authors provide fresh insights into the emerging trends and the multifaceted dynamics of entrepreneurial innovation by taking consideration of factors such as policy, society, sustainability, and technology. This book not only offers a rich theoretical foundation but also provides practical insights through numerous case studies. As a unique and timely addition to the literature, it serves as an invaluable resource and inspiration for students, researchers, academics, and industry practitioners."Prof. Yan, Professor of Information Systems, University of Bedfordshire

• Introduction: Entrepreneurial Innovation in the International Business of Tourism. Section 1: Strategies and Insights for Emerging Markets. 1. Exploring the Tourism Potential and Innovative Contributions of Social Enterprises in South-East Nigeria. 2. Exploring Destination Managers’ Approach to Shock Advertising: The Case of Southeast Asian Countries and Turkey. 3. Post-Brexit Tourism: Customer Perspectives. Section 2: Sustainable Practices and Environmental Considerations. 4. Environmental Sustainability in the Tourism Sector. 5. Water Use in Tourism. 6. Smart Tourism: Advancing Sustainable “Smart” Tourism by a Critical Analysis of the Disparity Between the Factors Driving Consumer Decision-Making and the Offerings and Challenges within the Industry. Section 3: Innovations, Technologies and Branding in Tourism. 7. Immersive Technology in Tourism: Applications of Immersive Technologies and Impacted Tourism Experience. 8. Destination Branding Authenticity: Building Relationship Orientation Among Visitor Attractions, Tourism and Millenials. 9. Unleashing Innovation Through Internal Branding and Resident Involvement. 10. Transport: Digital Trends. Section 4: Management, Policy and Research Insights in Tourism. 11. Managing Cultural Diversity and Communication Inside the Tourism Industry. 12. Changing Government Attitudes: Development and Management of New Knowledge on Security and Safety in Tourism. 13. Synergies to Promote Successful PMI in the Tourism Industry. 14. Entrepreneurship in Tourism and Hospitality Research: A Bibliometric Analysis.