Adrian Lubowiecki-Vikuk is Associate Professor in the Institute of Management, SGH Warsaw School of Economics, Warsaw, Poland.Izabela Michalska-Dudek is Associate Professor in the Faculty of Management and Business, Wroclaw University of Economics and Business, Wroclaw, Poland.

"The book addresses several key issues that merit particular attention in the latter part of the first quarter of the 21st century. Firstly, it examines current trends in tourism. Secondly, it analyses the evolving nature of tourists. Thirdly, it considers the various facets of tourism. These three areas are of critical importance when it comes to planning and managing tourism in the coming years."Carlos Costa, Full Professor, Department (School) of Economics, Management, Industrial Engineering and Tourism, University of Aveiro, Portugal"Tourists are not just consumers - they actively shape the tourism system. Understanding their distinct behaviours and motivations isn’t a luxury; it’s a necessity for any destination or business aiming to stay competitive. This book offers a well-structured and insightful look into those dynamics, raising points that deserve deeper discussion—both in academic circles and among practitioners."Josip Mikulić, Full Professor, Faculty of Economics & Business, University of Zagreb, Croatia"This edited volume offers timely insights into evolving tourist behaviors and experiences, particularly in relation to sustainability and digital transformation. The empirical depth and conceptual contributions make it a valuable resource for both scholars and practitioners."Babak Taheri, Full Professor, Department of Hospitality, Hotel Management, & Tourism, Texas A&M University, USA

• ContentsList of Figures xList of Tables xiList of Contributors xiiiPreface xviiPART ICurrent Trends in Tourism: Experiencescapes and the Changing Nature of the Customer 11 Consumer Trends in the Mid-2020s: Implications for the Tourism Industry 3BOGDAN MRÓZ2 Transformative Experiences in Tourism and the Process of Tourists’ Transformation 14MAKSIM GODOVYKH3 Perceived Authenticity and Consumer Responses in a Non-immersive Virtual Reality Visit at Cultural Heritage: The Case of Su Nuraxi 25GIACOMO DEL CHIAPPA, SALVATORE LORIGA, AND MARCELLO ATZENI4 Convergence or Divergence? The Impact of the Digital Ecosystem of Tourism on Tourist Behavior 36MAGDALENA KACHNIEWSKAPART IIEvolving Nature of the Tourist: Insight into Needs and Motivations 495 Personalization through Co-Creation: Segmenting Customers by Expectations and Willingness to Pay 51ARKADIUSZ T. TOMCZYK, DIMITRIOS BUHALIS, NIGEL L. WILLIAMS, AND DAISY X.F. FAN6 Challenges of Consumer-Based Health Tourism Market Segmentation: Towards Tourists’ Emotions 64MAŁGORZATA BUDZANOWSKA-DRZEWIECKA,ADRIAN LUBOWIECKI-VIKUK, AND BRUNO BARBOSA SOUSA7 The Evolving Needs and Expectations of Leisure Tourists in Rural Areas 79MARKO D. P E T R O V I Ć, TA M A R A G A J I Ć, A N D I VA N A B L E Š I Ć8 Tourist Motivations and Sustainable Tourism Goals: A New Approach 93AGNIESZKA NIEZGODA9 Health without Borders: Needs and Motivations of Medical Tourists in the Context of Pull and Push Factors 103NURPERIHAN TOSUN, ANNA BIAŁK-WOLF, AND MARIAM ASEFI10 The Portrait of Family (with Children) Customers as the Most Loyal Buyers of Travel Agency Services 115ANDRZEJ DUDEK, IZABELA MICHALSKA-DUDEK, AND JAVIER TREJOS11 Contribution of the Persona Tool to Customer Insight in Tourism: The Case of Gen Z, Y, X, and Baby Boomer Buyers of Package Holidays 125DARIA E. JAREMEN AND IZABELA MICHALSKA-DUDEKPART IIIFaces of Tourists: Exploring Tourist Segments 13712 Women vs. Men Tourists: New Trends in Gender Diversity Context 139AGATA NIEMCZYK AND RENATA SEWERYN13 Drive the Purchase Intentions of Generation X and Z Tourists through Marketing Activities 151MANUEL JOSÉ SERRA DA FONSECA, ANA SOFIA MACHADO ALEIXO, ANDREIA SOFIA TEIXEIRA, AND BRUNO BARBOSA SOUSA14 Ready for the Holidays: Differences by Age and Gender for People without and with Disabilities 162RICARDO PAGÁN15 Transformational Experiences of Adventure Tourists with Disabilities: A Polish Perspective 177JASMINE GOODNOW AND JADWIGA BERBEKA16 Polish Gays and Lesbians’ Expectations of Tourism: Insights into Tourist Behavior 189GRZEGORZ GODLEWSKI17 Profiles of Wine Tourists: A Case Study of Poland and Spain 201MARTA SIDORKIEWICZ18 Changes in Tourist Behavior in Times of Uncertainty: The Case of Senior Citizens from the Cross-Border Region 213JAROSLAVA DĚDKOVÁ, PIOTR GRYSZEL, OTAKAR UNGERMAN, AND PIOTR ZAWADZKIIndex 225

Adrian Lubowiecki-Vikuk is Associate Professor in the Institute of Management, SGH Warsaw School of Economics, Warsaw, Poland.Izabela Michalska-Dudek is Associate Professor in the Faculty of Management and Business, Wroclaw University of Economics and Business, Wroclaw, Poland.

"The book addresses several key issues that merit particular attention in the latter part of the first quarter of the 21st century. Firstly, it examines current trends in tourism. Secondly, it analyses the evolving nature of tourists. Thirdly, it considers the various facets of tourism. These three areas are of critical importance when it comes to planning and managing tourism in the coming years."Carlos Costa, Full Professor, Department (School) of Economics, Management, Industrial Engineering and Tourism, University of Aveiro, Portugal"Tourists are not just consumers - they actively shape the tourism system. Understanding their distinct behaviours and motivations isn’t a luxury; it’s a necessity for any destination or business aiming to stay competitive. This book offers a well-structured and insightful look into those dynamics, raising points that deserve deeper discussion—both in academic circles and among practitioners."Josip Mikulić, Full Professor, Faculty of Economics & Business, University of Zagreb, Croatia"This edited volume offers timely insights into evolving tourist behaviors and experiences, particularly in relation to sustainability and digital transformation. The empirical depth and conceptual contributions make it a valuable resource for both scholars and practitioners."Babak Taheri, Full Professor, Department of Hospitality, Hotel Management, & Tourism, Texas A&M University, USA

• ContentsList of Figures xList of Tables xiList of Contributors xiiiPreface xviiPART ICurrent Trends in Tourism: Experiencescapes and the Changing Nature of the Customer 11 Consumer Trends in the Mid-2020s: Implications for the Tourism Industry 3BOGDAN MRÓZ2 Transformative Experiences in Tourism and the Process of Tourists’ Transformation 14MAKSIM GODOVYKH3 Perceived Authenticity and Consumer Responses in a Non-immersive Virtual Reality Visit at Cultural Heritage: The Case of Su Nuraxi 25GIACOMO DEL CHIAPPA, SALVATORE LORIGA, AND MARCELLO ATZENI4 Convergence or Divergence? The Impact of the Digital Ecosystem of Tourism on Tourist Behavior 36MAGDALENA KACHNIEWSKAPART IIEvolving Nature of the Tourist: Insight into Needs and Motivations 495 Personalization through Co-Creation: Segmenting Customers by Expectations and Willingness to Pay 51ARKADIUSZ T. TOMCZYK, DIMITRIOS BUHALIS, NIGEL L. WILLIAMS, AND DAISY X.F. FAN6 Challenges of Consumer-Based Health Tourism Market Segmentation: Towards Tourists’ Emotions 64MAŁGORZATA BUDZANOWSKA-DRZEWIECKA,ADRIAN LUBOWIECKI-VIKUK, AND BRUNO BARBOSA SOUSA7 The Evolving Needs and Expectations of Leisure Tourists in Rural Areas 79MARKO D. P E T R O V I Ć, TA M A R A G A J I Ć, A N D I VA N A B L E Š I Ć8 Tourist Motivations and Sustainable Tourism Goals: A New Approach 93AGNIESZKA NIEZGODA9 Health without Borders: Needs and Motivations of Medical Tourists in the Context of Pull and Push Factors 103NURPERIHAN TOSUN, ANNA BIAŁK-WOLF, AND MARIAM ASEFI10 The Portrait of Family (with Children) Customers as the Most Loyal Buyers of Travel Agency Services 115ANDRZEJ DUDEK, IZABELA MICHALSKA-DUDEK, AND JAVIER TREJOS11 Contribution of the Persona Tool to Customer Insight in Tourism: The Case of Gen Z, Y, X, and Baby Boomer Buyers of Package Holidays 125DARIA E. JAREMEN AND IZABELA MICHALSKA-DUDEKPART IIIFaces of Tourists: Exploring Tourist Segments 13712 Women vs. Men Tourists: New Trends in Gender Diversity Context 139AGATA NIEMCZYK AND RENATA SEWERYN13 Drive the Purchase Intentions of Generation X and Z Tourists through Marketing Activities 151MANUEL JOSÉ SERRA DA FONSECA, ANA SOFIA MACHADO ALEIXO, ANDREIA SOFIA TEIXEIRA, AND BRUNO BARBOSA SOUSA14 Ready for the Holidays: Differences by Age and Gender for People without and with Disabilities 162RICARDO PAGÁN15 Transformational Experiences of Adventure Tourists with Disabilities: A Polish Perspective 177JASMINE GOODNOW AND JADWIGA BERBEKA16 Polish Gays and Lesbians’ Expectations of Tourism: Insights into Tourist Behavior 189GRZEGORZ GODLEWSKI17 Profiles of Wine Tourists: A Case Study of Poland and Spain 201MARTA SIDORKIEWICZ18 Changes in Tourist Behavior in Times of Uncertainty: The Case of Senior Citizens from the Cross-Border Region 213JAROSLAVA DĚDKOVÁ, PIOTR GRYSZEL, OTAKAR UNGERMAN, AND PIOTR ZAWADZKIIndex 225