The sustainable development of rural tourism increasingly depends on the participation and transformation of smallholder farmers, yet their roles and constraints remain underexplored in the context of coffee-producing regions. Focusing on Yunnan, China, this study investigates the structural barriers that hinder farmers from adopting sustainable practices within the emerging coffee tourism sector. Drawing on grounded theory, the authors conducted semi-structured interviews with 30 participants, including small-scale coffee farmers, tourism-involved producers, and local policymakers—from Purer, Baoshan, and Lincang, collecting approximately 193,000 words of qualitative data. Through open, axial, and selective coding, the study identifies six interrelated constraint categories: financial insecurity, policy inaccessibility, capacity and knowledge gaps, environmental pressures, labor shortages, and limited integration into tourism governance. These constraints are not isolated but form an interlocking system that restricts farmers’ agency in navigating the shift toward sustainability.
This paper examined the interconnectedness of brand awareness (BA), brand image (BI), brand trust (BT), and purchase intention (PI) in a sample of consumer of comparably locally produced in the Kingdom of Saudi Arabia. In a sample of 900 consumers who purchased Saudi-made products, the authors applied Partial Least Squares Structural Equation Modelling (PLS-SEM) methodology to assess the proposed conceptual model. The analysis revealed that BA positively enhanced BI significantly, and BI subsequently paved a significant path to BT and PI. BA and PI were followed partially by BI and BT respectively, and a serial mediation was found. It requests branding policies which aren’t naive BA, but rather influence BI and maintain BT. It is retrospect to the local initiatives that signifies the significance of the drivers of BA and how they translate into a more salient BI and PI, and favor for local product. It provided the findings that are critical to marketers, managers, and policymakers in planning to allocate the local brands as trustworthy and competitive slogans in the local marketplace.
This research analyzes the relationships among workplace spirituality (WS), employee well-being (EW), and individual work performance (IP) in Saudi public universities, with a special focus on gender. Drawing on positive organizational theory, a research model linking WS, EW, and IP is developed. A survey of 373 faculty members in Riyadh at four major public universities was conducted, and structural equation modelling (SEM) with AMOS program was used to examine the indicated relationships. Findings indicate that workplace spirituality positively influences employee well-being and employee well-being positively influences individual work performance. Workplace spirituality also has a direct positive influence on individual work performance, while relying on employee well-being as a moderator of this relationship.
This study investigates how influencer type (virtual vs. human) and message appeal (hedonic vs. authenticity-focused) jointly shape consumer engagement, trust, and purchase intention in Lebanon's wine market. Across two experiments grounded in Source Credibility Theory and the Match-Up Hypothesis, the authors show that virtual influencers generate stronger engagement and purchase intention under hedonic appeals, while human influencers are more persuasive when authenticity is emphasised. A second study using a simulated Instagram feed replicates these effects and reveals that trust mediates the impact of influencer type on purchase intention, moderated by consumer innovativeness: highly innovative consumers respond more favourably to virtual influencers, whereas less innovative consumers prefer human influencers under authenticity cues. The findings demonstrate dual persuasive pathways—aspirational (VI–hedonic) and relational (HI–authentic)—and provide actionable insights for designing effective influencer campaigns in credence-rich, culturally embedded markets.
This research investigates how the communication source (i.e., Generative AI versus a human marketer) affects consumers’ sustainable wine choices in the Lebanese context. Across two studies, the authors examine both cognitive and emotional mechanisms driving sustainable decision-making. Study 1 (N = 312) employed an online experiment manipulating the source of a sustainability message (AI vs. human) and message framing (emotional vs. factual). Results revealed that AI communicators significantly enhanced perceived message credibility and sustainability intentions when framed factually (M_AI = 5.72 vs. M_Human = 4.89, p < .01). Study 2 (N = 198) utilized a simulated AI–consumer chatbot interaction in a wine purchase scenario. Findings showed that AI communication heightened perceived efficiency but reduced warmth, which indirectly decreased emotional engagement with sustainability narratives (β = −.24, p < .05).
This study aims to analyse the impact of the training programs offered by the Qatar Leadership Centre (QLC) on developing leadership skills among its graduates, focusing on the mediating role of both institutional support and the work environment in enhancing this impact. The study employed a quantitative approach, utilising a questionnaire that covered six main dimensions. Data were collected from a sample of 250 graduates from various sectors and analysed using SPSS through descriptive statistics, regression, and path analysis to test the study hypotheses. The results revealed that QLC's training programs have a positive and significant impact on the development of leadership skills. Moreover, a supportive work environment and adequate institutional support reinforce this effect, transforming training outcomes into actual leadership practices in the workplace. The study offers several recommendations and encourages future studies to use mixed methods and explore the behavioural dimensions of leadership transformation.
This study aims to investigate the mediating role of prior experiences on the relationship between leadership-related courses, student leadership, and the development of leadership skills among students at Qatar University. This study is grounded in the literature addressing leadership education and experiential learning, with a particular focus on the Qatari and Arab context. A quantitative methodology has been adopted, utilising an electronic questionnaire distributed to a stratified sample of students who have completed leadership courses at Qatar University. The study results provide deeper insights into the interaction of educational and experiential factors, enabling relevant colleges to redesign courses in a manner that better suits student needs and recognises the diversity of their backgrounds, thereby enhancing the effectiveness of educational programs in preparing future leaders. The study offers practical recommendations for curriculum development and integration with student experiences, aligning with the national vision for cultivating young leadership competencies.
This study aims to (1) examine the impact of aviation disaster crises on destination reputation and tourism decision-making and (2) investigate the mediating role of destination reputation in this process. The authors conducted an online survey targeting international travelers and obtained valid responses from 452 participants whose travel decisions may be influenced by aviation-related incidents. Using random sampling and structural equation modeling (SEM), the results reveal that perceived severity, attribution of responsibility, and transparency of information have significant negative effects on tourism decision-making, while media exposure and perceived frequency show weaker and non-significant impacts. Importantly, destination reputation was found to mediate the relationship between several crisis perception variables (including perceived severity, frequency, media exposure, and responsibility attribution) and tourism decision-making, confirming its critical psychological role in shaping traveler behavior.
This study analyzes the effects of environmental knowledge, environmental value, and environmental awareness on sustainable coffee tourism behavior, while examining the mediating roles of environmental value and awareness. Using a convenience sampling method, 470 questionnaires were collected from Gen-Y with experience in Yunnan coffee tourism. Structural equation modeling was employed to validate the significance of environmental knowledge. The findings reveal that environmental knowledge positively influences environmental value, environmental awareness, and sustainable coffee tourism behavior. Environmental value and awareness not only directly promote sustainable practices but also serve as critical mediators. Furthermore, the results confirm the chain mediation effect of environmental value and environmental awareness between knowledge and behavior. This research offers practical implications for multiple stakeholders, encouraging the adoption of diverse strategies to enhance tourists’ environmental knowledge.
This study explores the impact of negative word of mouth in the e-commerce market, with a focus on artwork products from small businesses for data analysis. To leverage Amazon’s extensive customer base, sellers from various countries were selected. Secondary data, including customer reviews, ratings, and star evaluations, were collected for analysis. The findings reveal that customer dissatisfaction, negative perceptions, and negative word of mouth significantly influence a seller’s performance. Notably, negative word of mouth serves as an indicator of product or service failure. Additionally, the study identifies key dimensions of negative word of mouth, primarily driven by overall product quality, color, and image evaluation. In conclusion, the study suggests that e-commerce sellers can mitigate the impact of negative word of mouth by adopting strategies such as ensuring fast delivery and enhancing information transparency.
This study employs machine learning to analyze the digital dissemination patterns of Chinese civilization with a focus on material engineering implications. The authors processed a corpus of 172 documents (1.6 million words) from WeChat using deep learning and LDA topic modeling, complemented by sentiment analysis of 7,370 comments. The analysis reveals key dissemination themes: (1) global impact of Chinese media and technology, (2) international education exchanges, (3) digital cultural identity evolution, (4) AI-mediated cultural transmission, and (5) engineering knowledge transfer. Sentiment analysis shows 62% positive engagement (particularly regarding technological integration and innovation), 28% neutral (technical descriptions and market analysis), and 10% negative (focusing on implementation challenges). The study provides a novel framework for understanding how digital platforms facilitate the global circulation of both cultural and engineering knowledge.
This study aims to identify the dimensions that build brand equity in higher education and evaluate how perceptions of brand equity influence university brand preference from the perspective of Peruvian students. A theoretical model was developed based on the literature and tested through empirical, cross-sectional research in 15 private universities in Lima, Peru, with a sample of 570 students. A questionnaire using a 5-point Likert scale measured brand awareness, brand image, perceived brand quality, and brand loyalty. Logistic regression analysis revealed two key findings: (1) brand loyalty, awareness, and image are the most significant dimensions explaining brand equity, and (2) brand equity partially influences brand preference, with loyalty and awareness being the most impactful dimensions. This study fills a gap by analyzing brand equity’s role in a Latin American educational context. The findings provide practical insights for university managers to enhance brand-building strategies by aligning with students’ perceptions, strengthening competitiveness.
This study examines how Integration in Social Media Brand Communities (ISMBC) influences Consumer Brand Knowledge (CBK) through Brand Knowledge Co-Creation (BKCC) processes. Using structural equation modeling with data from 398 Thai social media brand community members, the authors validate ISMBC and BKCC as second-order reflective constructs and test their relationships with CBK. Results confirm that ISMBC comprises four relationship dimensions (customer-brand, product, company, and other customers), while BKCC operates through SECI model processes (socialization, externalization, combination, internalization). BKCC significantly mediates the ISMBC-CBK relationship, explaining how community integration enhances brand knowledge through collaborative knowledge creation. These findings advance brand community theory and provide strategic guidance for social media community management practices.
This study aims to investigate the mediating role of resource availability in the relationship between the leadership programs offered at the Qatar Leadership Academy and the development of students' leadership skills, as perceived by their parents. The research problem stems from a knowledge gap concerning the role of available resources in enhancing the effectiveness of leadership programs, particularly within the Qatari and Arab contexts. The study employed a quantitative approach, applying it to a stratified random sample of 269 parents of students at Qatar Leadership Academy. The results indicated a high level of positive evaluation from parents regarding the three leadership programs and their clear impact on their children's development of leadership skills. The study revealed a substantial and statistically significant effect of the leadership programs on leadership skills development, with these programs collectively explaining a high percentage of the variance in these skills.
Trust and perceived security are critical predictors of mobile payment platform adoption; however, a gap remains in examining these factors as antecedents—an essential area of focus given the prominent role of security concerns. This study explores how security measures, payment culture, perceived security, and trust influence users' attitudes toward mobile payment platforms in Kuwait. Data collected from 453 surveys were analysed and findings reveal that perceived security (PS) and trust significantly shape users' attitudes toward mobile payment adoption. Security rules and policies (SRP) and security responsibility commitment (SRC) positively influence both PS and trust, whereas security technology protection (STP) does not. Furthermore, uncertainty avoidance (UA) enhances both PS and trust. The study emphasises the importance of communicating security measures and cultural factors to build trust and encourage mobile payment adoption. These insights provide valuable guidance for service providers in developing strategies that address key drivers of user attitudes.
To explore the mechanism of AI-generated sponsored vlogs (AISV) influence on vlog mall consumer purchase intention and the role of consumer AI literacy, this study surveyed 434 Chinese Generation Z TikTok Mall users and conducted an empirical analysis using SEM. The results show that this study validates the effectiveness of the dual-path persuasion mechanism in AIGC advertisements. Notably, smarter consumers with higher AI literacy are more likely to adopt AISV information and positively influence purchase intention, with information usefulness playing a mediating role in these relationships. In addition, the central path and AI literacy significantly influenced the peripheral path, revealing a unique influence mechanism for AISV. This study advances information adoption theories and encourages relevant parties on AISV deployment.
Artificial Intelligence AI is increasingly becoming a foundation of competitive planning for contemporary organizations. However, even though the implementation of AI in organizations is a critical intervention that can unlock new forms of value, many of these implementations do not meet the expected outcomes. They may result in substantial financial, operational, and reputational negative consequences. This systematic literature review starts with a sample of 3104 articles from well-reputed journals published between 2010-2024. It aims to examine several questions that surround the occurrence of AI failure in organizations: the reasons behind those failures, the categories of the failures, and the disciplinary areas of the failures. Moreover, customers', employees', and management's points of view are considered in the review to extrapolate the potential consequences of the failure of AI systems. The result demonstrates that the AI breakdown often results from a mixture of technology, organization, and people problems and that different industries exhibit diverce types of failures.
