Smart destinations are innovative destinations characterised by an intensive use of information technology (IT) to improve their decision-making processes. These destinations use IT (such as sensors, conversational agents, applications, etc.) to collect and analyse multidimensional data. Due to this use of technology, smart destinations are also data-producing centres whose open publication allows for more innovative destinations that enhance the development of value-added products and services for destination stakeholders. However, the relevant tourism destinations and administrations are still lacking clear results in this regard. This study analyses the current situation of open data in the context of smart destinations, as well as the barriers and opportunities for the open publication of the data they produce. To do so, qualitative and quantitative techniques are applied to the case study of the Network of Smart Tourist Destinations of the Valencian Community (Spain). • It offers an insight into the potential of open data in smart destinations. • Explores the state of open data publishing in smart tourism destinations. • It analyses the barriers and opportunities arising from the publication of open data in tourism. • Suggests recommendations to make it easier for tourist destinations to open up data.

There is limited research on which type of marketing messages tourism destinations should use in promoting a reduced risk to visitors' health. The aim of this paper is to analyse if and how communicating successful health management during a health crisis increases the attractiveness of a tourism destination in the recovery stage. The study applied a randomised experimental design to test the effectiveness of different marketing messages on international tourists' visit intentions at the tail end of the COVID-19 pandemic. The study surveyed 509 potential tourists from Singapore, Malaysia, India, UK and New Zealand regarding their intention to visit Western Australia after the COVID-19 induced border closures had ended in 2022. The results show that, depending on tourist characteristics, intention to visit was increased with communicating the destination's health performance, vaccination rates, and a complimentary travel insurance. The findings hence suggest that factual safety-centred marketing communication can support tourism destinations in the recovery from a health crisis. This implies that tourism marketers should consider the possibility to communicate competences and successes in health management proactively to tourists. • Advertising effective health management can increase destination attractiveness. • This effect depends on the information that is included into the communication. • It also depends on tourists' attributes: susceptibility and a-priori confidence. • Style variations (gain or loss framing) do not make a difference. • Offering complimentary health insurance has an even stronger impact.

Despite its widespread use in destination marketing practice, studies focusing on animal and celebrity animal endorsement is currently limited. This study expands the endorsement theory by addressing the issue of animal endorsement in destination marketing. Study 1 employed content analysis to code comment data on 20 popular giant panda videos, identifying five key effective animal endorser characteristics: cuteness, anthropomorphism, uniqueness, intimacy, and healing power. Based on questionnaire data and empirical tests, study 2 verified a model of animal endorsement in destination marketing. Results revealed that all five characteristics of animal endorser positively influenced travel intention through the mediation of parasocial interaction. This work provides important theoretical contributions to destination marketing through animal endorsement, offering actionable insights for marketers in selecting appropriate animal endorsers for destinations. • Defines the concept of animal endorsement in destination marketing. • Develops and test a model of animal endorsement in tourism. • Identifies cuteness, anthropomorphism, uniqueness, intimacy to humans, healing power as endorser characteristics. • Effective endorser characteristics positively affect parasocial interaction. • Parasocial interaction mediates the effects of animal endorsement on travel intention.