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Sustainability and Higher Education: A University Perspective from Northern Cyprus
(Emerald Publishing Limited, 2025) Bayraktar, Fetine; Rezapouraghdam, Hamed; Saeed, Sameerah T.
This study examines the contributions of higher educational institutions (HEIs) in Northern Cyprus to the United Nations Sustainable Development Goals (SDGs) by analyzing their sustainability initiatives as displayed on their official websites. The data was gathered through qualitative content analysis of 23 university websites. The study indicates considerable disparities in SDG engagement across universities, with only 14 institutions actively participating. Furthermore, the results indicate that only a minority (five) have comprehensively incorporated sustainability policies and international accreditations about the SDGs into their operations. This suggests a deficiency in coherence between global trends and local practices. SDGs 4, 12, and 17 received the most focus, whereas SDGs 1, 2, and 13 were comparatively underemphasized. These findings enhance the comprehension of SDG implementation in HEIs, especially within small island states. This study offers significant insights for policymakers, university administrators, and researchers focused on promoting sustainable development in higher education, particularly in areas facing similar contextual challenges. The research revealed a necessity for more extensive, institution-wide strategies for the implementation of the SDGs, improved utilization of online platforms for conveying sustainability initiatives through digital presence, and a more robust linkage between SDG initiatives and educational tourism strategies.
Perceptions of New Technological Tools by Marketing Professionals: Experiences in Hotel Business
(ATHENA (Association of Tourism, Hospitality and Events Networks in Academia), 2024) Bayraktar, Fetine; Hribar, Liv Elle Fatoş
The world is facing a tremendous transition to the digital world. Marketing professionals handle a wide range of topics and information through various funnels. Finding unique and effective tools and using those tools demands the strong ability of marketing teams. Tourism has grown to be a key contributor to the economies of many countries. It is now at the heart of the tough competition in international travel to draw more tourists and boost profits through adaptation and resilience to the shifting demand structure and global conditions of today (Altinay & Kozak, 2021; Buhalis, 2000; Dwyer & Kim, 2003; Heath, 2003; Kozak , 2004; Ritchie 2003; Ritchie & Geoffrey, 2003). This study aimed to investigate the relationship between perceptions of marketing professionals' data driven marketing capabilities in the hospitality industry by looking at the relationship between technological orientation and competitive advantage. The literature shows that the development of digitalized services for their guest was made possible by the rise of smart technologies (Altinay & Kozak, 2021; Belanche, et.al., 2020; Del Chiappa & Baggio, 2015; Gretzel, et.al., 2020; Kontogianni & Alepis, 2020; Wang & Li, 2013). The previous studies also focused on the organizational development side of internal capabilities and their enhancement. However, this study aims to gain valuable insights into marketing professionals' behaviors in island tourism destination hotels. According to our literature review, we found that there is still tiny and promising research about it, and it is interesting to explore the impact of technological orientation and organizational learning on competition on the island. The literature review showed that there are still limited studies to understand measuring the efficiency of functions of collected data from new technologies such as using automation systems; Augmented Reality (AR), Artificial Intelligence (AI) for marketing strategies (Al Adwan, 2023; Hoffman, et. al., 2022; Saydam, et. al., 2022) Additionally issue on new technologies in marketing presents a wide rang of research that explores how new technologies influence marketing practice and how marketin scholars and practitioners can remain relevant in the context of rapid developments of new technology can stimulate furtrue research (Hoffman, et. al., 2022)Organizational learning (OL) helps an organization to achieve high performance and strategy renewal helping an organization to achieve high performance and strategy renewal. It helps people to become more competent and self-assured which expands the capacity for learning (Sahin, 2021) Organizational learning theory suggests that an organization's productivity depends on the growth of its knowledge base, which is facilitated by its ability to learn (Orego & Wainaina, 2019). Our main research question of the paper is how the usage and selected data of new technological tools affects the organizational performance of tourism sector in terms of marketing capabilities. To provide a theoretical foundation and the link between the variables hypotheses as follows: H1. OL positively related to marketing capability. H2. OL is positively related to competitive advantage. H3: Marketing Capability is positively related to competitive advantage. H4a: Technology Orientation has a positive impact on marketing capability. H4b: Technology Orientation has a positive impact on competitive advantage. H5a: Technology Orientation moderates the positive relationship between organizational learning and marketing capability, which gets stronger when technology orientation is inclined rather than declining. H5b: Technology Orientation moderates the positive relationship between marketing capability and competitive advantage, which gets stronger when technology orientation is inclined rather than declining. In our research methodology we shall conduct purposive sampling method to send 400 questionnaires. Confirmatory factor analysis (CFA) will be performed to assess the measures’ validity and reliability (Chen et al., 2018). The data is going to be analyzed through SPSS to be able to analyze the findings. The hypothesized moderated mediation model will be tested using the Smart PLS software. By understanding the collected data, one of the results shall reveal that a challenging amount of information around competitive advantage and mastering those challenges is related to the organizational learning capability of hotel marketing staff. Further, by understanding the relationships we will demonstrate that technology plays an important role in sustaining competitive advantage. Besides, the technological skills enhancement level of marketers we will identify a digital mindset followed by a strong ability to organize multi-coping competencies and the correlation between marketing data usage skills and its effects on competitiveness.
Motivating elements and experiences of international students with educational tourism
(ATHENA (Association of Tourism, Hospitality and Events Networks in Academia), 2024) Bayraktar, Fetine
The concept of educational tourism has had an important place in the tourism sector. It emerged with the combination of the education sector and the tourism sector of many countries. The educational travels of students provide many economic and social benefits to the tourism sector. The study used qualitative research method for collecting data in north Cyprus which is recognized by only Turkey and its economy has depended on tourism and educational tourism for growth. Today, in North Cyprus, where are twenty-seven active higher education institutions and almost one thousand students from more than eighty different countries prefer to visit this island. The main aim of this study is the identification and examination of the motivation and experience of international students from various countries to participate in different educational programs and to continue their studying abroad and determination of the consequences of such decisions. The proposed topic can provide insights into the reasons for international students' motivation and experiences in North Cyprus, together with what factors influence their decision to do so. This information can be useful both for universities in North Cyprus and in other countries that are willing to recruit university students. The following are some helpful contributions that will be made by this study to the literature. There is currently an absence of study that investigates various institutions at the same time, notably how various locations within the same nation may demonstrate varying motivating elements. Previous research has mostly examined the driving factors of international students participating in educational tourism from a single point of view. Secondly, gaining data from more than one university will give the ability to the researcher to compare not only what motivates international students to choose North Cyprus as an educational tourism destination but will give more in-depth knowledge about the motivating factors to choose different universities in the same island and if their experience differs from each other within the same country. By achieving objectives of study, it aims to contribute to the existing literature on international students' motivations and experiences with educational tourism, specifically within the context of North Cyprus universities. The findings of this study can serve as a valuable resource for universities, policymakers, and stakeholders involved in promoting and facilitating educational tourism in the region, ultimately leading to improved recruitment strategies, enhanced student support services, and an enriched educational experience for international students in North Cyprus. Results of the study can be useful both for universities in North Cyprus and in other countries that are willing to recruit university students. The findings of this research show that Northern Cyprus can attract students for three reasons. Firstly, the educational quality and facilities are pretty good. It is one of the reasons why people study abroad. In Northern Cyprus, this is provided to students. Secondly, economically, and easy accessibility of Northern Cyprus is a big advantage for students from third country nations. Lastly, countries safe environment for foreigners is a big advantage for feeling safe and as well as respecting their culture.
Examining Pro-environmental and Pro-social Attitudes of P2P Accommodations
(ATHENA (Association of Tourism, Hospitality and Events Networks in Academia), 2024) Bayraktar, Fetine; Rezapouraghdam, Hamed
This study focused on examining relevant linkages between motivational factors to be owner of P2P accommodation (Airbnb host) and being active in pro-environmental and pro-social actions into the life practices. This study tries to make contribution into the literature by focusing on the sustainability aspects (social and environmental) of Airbnb hosts by using qualitative research method. This study contributes by associating the motivations of being Airbnb host and being active in sustainability issues under the framework of moral values. Furthermore, the study analyzed whether an individual awareness of sustainability practices by Airbnb hosts has influence on their motivations on social responsibility actions into their hosting practices. Data collected from Famagusta town of the Cyprus Island which is an island historically interacted culturally with neighboring nations that border the Mediterranean Sea. The research focused on examining the relationship between being Airbnb host and being proactive individual on sustainable issues. Therefore, hosts answered the question to define ‘social responsibility’ in their own understanding and words. The key themes found followed as; ‘Community Engagement and Pro- social Practices’, ‘Environmental Consciousness and Pro-environmental Practices’, ‘Family Values on Moral Identity and Legal Compliance’ and ‘Restoration and Cultural Heritage’. Motivational factors of hosts are collectively highlighted in a range of motivations, including economic considerations, family dynamics, community benefit, and a sense of cultural and historical responsibility. Those findings can be examined under the ‘Collective Social Responsibility Model’ that introduced that each positive behavior of individual is an added value to the society which is creates wealth and promotes sustainable community. Findings found that hosts stress the importance of the level of environmental consciousness that is gained from education in fostering social responsibility. Respondents believed that teaching cultural heritage, environmental awareness, and ethical values, especially to children, is a crucial aspect of building a responsible society. Additionally, they indicated that hosts. owing environmental sensitivity and leading pro-environmental practices into their Airbnb practices. The statements of hosts accepted as; they have good practices in their private life under the scope of social responsibility. Findings of the study showed that hosts work in a team for implementing necessary projects for the benefit of the society. Within this view, hosts can be taking responsibility in a collective level through community engagement and pro-social activities. Participants express a sense of social responsibility through the restoration of idle and old houses, contributing to the preservation of cultural heritage and historical structures.
Revolutionizing Hospitality: Managerial Insights into Digital Transformation in Tourism
(2025) Bayraktar, Fetine; Haktanır, Mine
The study investigates the perceptions and experiences of managers regarding digital transformation (DT) in the tourism and hospitality industry. By analyzing their adaptation to and competence with digital technologies, the research aims to provide empirical insights into the integration of digital tools in daily managerial tasks and strategic operations. The study focuses on understanding how digital technologies influence managerial practices, including their knowledge, adaptation, and operational use. It addresses the question: "What are the perceived and experienced digital technologies at the managerial level in the tourism and hospitality industry?" Using a stakeholder approach, it examines how DT has revolutionized hotel operations and managerial experiences, drawing on current real-life business practices in North Cyprus.