The rapidly evolving aviation industry, marked by technological advancements, regulatory changes, and market dynamics, necessitates a shift from ticket-centric sales models to holistic travel experiences. Airlines must redefine their offerings to meet evolving customer expectations in this competitive and digitalized environment. Beyond facilitating travel, airlines now focus on delivering comprehensive experiences, integrating ancillary services such as lounge access, fast-track security, onboard amenities, and Wi-Fi connectivity. Furthermore, partnerships are expanding to include specialized services like pet care and door-to-door baggage handling, emphasizing the importance of practical innovation in creating customer experiential value. This study investigates the influence of innovative practices on customer experiential value within airline omnichannel environments. Using Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze data from 285 airline passengers, the findings reveal that innovative behavior significantly enhances customer experiential value, with dimensions such as convenience, entertainment, and self-esteem mediating the relationship between innovation and customer satisfaction. Conversely, dimensions like monetary savings, exploration, and status do not exhibit significant mediation effects, highlighting the nuanced interplay between innovation, experiential value, and satisfaction. The study contributes to the theoretical advancement of service innovation research by demonstrating the critical role of value co-creation in shaping customer satisfaction. It offers practical insights for airline management, emphasizing the strategic importance of innovation in designing customer-centric services that foster loyalty and competitive differentiation in the digital era.

The current study explores the impact of ChatGPT on students' academic performance, ethical considerations, and strategies for balancing innovation with pedagogical integrity in hospitality and tourism education. Thirty-eight scholarly articles published between 2023 and 2025 were systematically reviewed using the PRISMA guidelines, identified from the Scopus, Web of Science, and ScienceDirect databases. Findings reveal that ChatGPT enhances students' academic productivity, personalized learning, and technological literacy, supporting assessments and skill development. However, several ethical concerns arise, which include academic dishonesty, misinformation, bias, and privacy risks. Furthermore, the study identifies key challenges, including overreliance on AI, varying digital proficiencies, and limited institutional guidance. It emphasizes the educator's role in integrating AI responsibly, ensuring critical thinking is preserved, and fostering equitable access and engagement. This study provides a comprehensive foundation for guiding ethical, practical, and context-sensitive integration of ChatGPT in hospitality and tourism education.

PurposeThis research conducts a systematic literature review and bibliometric analysis to examine the application of virtual and augmented reality in tourism. The study highlights current trends, advancements and potential impacts of these immersive technologies on the industry.Design/methodology/approachThe study analyzed 95 peer-reviewed articles published between 2015 and 2024 in the Web of Science (WoS) database. A bibliometric analysis was conducted using R software to evaluate research trends, citation patterns and thematic clusters to provide insights into the field of tourism.FindingsThe findings indicate significant growth in the study of virtual reality (VR) and augmented reality (AR) within the tourism sector, particularly in destination marketing and immersive experiences. VR enhances destination branding, whereas AR mainly focuses on heritage and cultural tourism.Practical implicationsThe finding provides valuable insights for destination marketers and tourism stakeholders. Virtual reality (VR) and augmented reality (AR) can enhance virtual tours, destination branding and visitor engagement. Addressing technological challenges and improving interfaces is essential for increasing adoption. Integrating these technologies with sustainable tourism can reduce possible negative environmental impacts and support the preservation of cultural heritage.Originality/valueThis study enhances the understanding of immersive tourism through a bibliometric analysis of virtual and augmented reality applications. It identifies key research clusters, emerging themes and areas for future exploration, offering a roadmap for advancing digital tourism.

PurposeThis study aims to investigate how specific gameful elements - enjoyment, absorption, creative thinking, activation, dominance and absence of negative affect - shape attendees' perceptions of hedonic and utilitarian values and their subsequent engagement in event tourism contexts.Design/methodology/approachGuided by the stimulus-organism-response (SOR) framework, a quantitative survey was conducted with 375 respondents via Amazon Mechanical Turk (MTurk). Participants with previous experience attending gamified events completed validated scales assessing gameful experiences, perceived values and engagement. Partial least squares path modeling (PLS-PM) was used to test the hypothesized relationships.FindingsThe analysis indicates that gameful experience increases both hedonic and utilitarian values, which subsequently enhance attendee engagement. The utilitarian pathway is stronger than the hedonic pathway, implying that functional benefits may play a salient role in sustaining engagement in event tourism. At the dimension level, enjoyment and dominance show the strongest effects. Overall, the results clarify how gameful design translates into deeper involvement through value-based psychological mechanisms.Research limitations/implicationsAlthough the study offers empirical insights into the cognitive and emotional pathways of gamification in event tourism, it relies on self-reported data from a single online panel and may not fully capture long-term behavioral outcomes. Future research should explore longitudinal effects and diverse event contexts.Practical implicationsEvent organizers and tourism marketers can strategically use gameful design to enrich both emotional satisfaction and functional value for attendees, thereby boosting engagement and enhancing the memorability of events. Moreover, integrating gameful elements into event tourism can foster more interactive, enjoyable and inclusive experiences that encourage community participation and emotional connection among diverse audiences.Social implicationsIntegrating gameful elements into event tourism supports more interactive, enjoyable and inclusive experiences, fostering community participation and emotional connection among diverse audiences.Originality/valueThis study advances SOR-based theorizing on gamified event tourism by explaining, in live physical event settings, how gameful experience translates into engagement through dual-value pathways (hedonic and utilitarian). By revealing an asymmetric pattern in which utilitarian value is more strongly related to engagement than hedonic value, the study refines when and why functional benefits can dominate engagement formation in contemporary event experiences. (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic):(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)--(sic)(sic),(sic)(sic),(sic)(sic)(sic)(sic)(sic),(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)--(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)/(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)-(sic)(sic)-(sic)(sic)(SOR)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic) Amazon Mechanical Turk(MTurk)(sic)(sic) 375 (sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(PLS-PM)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)SOR(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic). Gamificaci & oacute;n del turismo de eventos: an & aacute;lisis de los mecanismos psicol & oacute;gicos de la experiencia l & uacute;dica y la participaci & oacute;n de los asistentesResumenObjetivoEl presente estudio tiene como objetivo investigar c & oacute;mo determinados elementos l & uacute;dicos, diversi & oacute;n, absorci & oacute;n, pensamiento creativo, activaci & oacute;n, dominio y ausencia de afectos negativos, influyen en la percepci & oacute;n que tienen los asistentes del valor hed & oacute;nico y utilitario y en su posterior implicaci & oacute;n en contextos de turismo de eventos.Dise & ntilde;o/metodolog & iacute;a/enfoqueGuiados por el marco de est & iacute;mulo-organismo-respuesta (SOR), se realiz & oacute; una encuesta cuantitativa a 375 participantes a trav & eacute;s de Amazon Mechanical Turk (MTurk). Los participantes con experiencia previa en eventos gamificados completaron escalas validadas que evaluaban las experiencias l & uacute;dicas, los valores percibidos y la participaci & oacute;n. Se emple & oacute; el modelo de m & iacute;nimos cuadrados parciales (PLS-PM) para comprobar las relaciones hipot & eacute;ticas.ResultadosEl an & aacute;lisis indica que la experiencia l & uacute;dica aumenta tanto el valor hed & oacute;nico como el utilitario, lo que posteriormente mejora la participaci & oacute;n de los asistentes. La v & iacute;a utilitaria es m & aacute;s fuerte que la hed & oacute;nica, lo que implica que los beneficios funcionales pueden desempe & ntilde;ar un papel especialmente destacado en el mantenimiento de la participaci & oacute;n en el turismo de eventos. A nivel dimensional, el disfrute y el dominio muestran los efectos m & aacute;s fuertes. En general, los resultados aclaran c & oacute;mo la gamificaci & oacute;n promueve una mayor implicaci & oacute;n de los asistentes a trav & eacute;s de mecanismos psicol & oacute;gicos basados en el valor.Limitaciones/implicaciones de la investigaci & oacute;nAunque el estudio ofrece informaci & oacute;n emp & iacute;rica sobre las v & iacute;as cognitivas y emocionales de la gamificaci & oacute;n en el turismo de eventos, se basa en datos autoinformados de un & uacute;nico panel en l & iacute;nea y puede que no refleje completamente los resultados conductuales a largo plazo. Las investigaciones futuras deber & iacute;an explorar los efectos longitudinales y los diversos contextos de los eventos.Implicaciones pr & aacute;cticasLos organizadores de eventos y los profesionales del marketing tur & iacute;stico pueden emplear estrat & eacute;gicamente experiencias gamificadas para enriquecer tanto la satisfacci & oacute;n emocional (valor h & eacute;donico) como el valor funcional (valor utilitario) de los asistentes, lo que aumenta el compromiso y mejora la memorabilidad de los eventos. Adem & aacute;s, la integraci & oacute;n de elementos l & uacute;dicos en el turismo de eventos puede fomentar experiencias m & aacute;s interactivas, agradables e inclusivas que estimulen la participaci & oacute;n de la comunidad y la conexi & oacute;n emocional entre p & uacute;blicos diversos.Originalidad/valorEste estudio avanza en la teorizaci & oacute;n basada en la SOR sobre el turismo de eventos gamificado al explicar, en entornos de eventos f & iacute;sicos en vivo, c & oacute;mo la experiencia l & uacute;dica se traduce en compromiso a trav & eacute;s de v & iacute;as de valor duales (hed & oacute;nicas y utilitarias). Al revelar un patr & oacute;n asim & eacute;trico en el que el valor utilitario est & aacute; m & aacute;s relacionado con el compromiso que el valor hed & oacute;nico, el estudio aclara cu & aacute;ndo y por qu & eacute; los beneficios funcionales pueden dominar la formaci & oacute;n del compromiso en las experiencias de eventos contempor & aacute;neos.

PurposeThis study investigates the factors influencing the adoption of new technologies among event professionals, extending the Unified Theory of Acceptance and Use of Technology (UTAUT) by integrating perceived investment value (PIV).Design/methodology/approachSurvey data were collected from 275 event professionals in the United States. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS to examine the hypothesized relationships.FindingsResults show that performance expectancy, effort expectancy, social influence, facilitating conditions, and PIV significantly influence professionals' attitudes toward adopting new technologies. Additionally, facilitating conditions and attitudes significantly predict willingness to use such technologies. Experience moderates the effects of facilitating conditions and social influence on attitudes, suggesting nuanced adoption patterns based on experience levels.Practical implicationsThe strong role of performance expectancy in shaping adoption attitudes suggests that technology providers need to shift their focus from talking about features to showing real, tangible value. Instead of emphasizing technical capabilities, vendors should clearly illustrate how their solutions make events better in practice, whether by boosting attendee engagement, increasing sponsor exposure, or simplifying event operations through tools like AI-driven analytics or virtual event platforms.Originality/valueBy integrating PIV into the UTAUT framework, this study presents the first application of this extended model to event professionals, who are an underexplored experiential sector in technology adoption research. This novel perspective underscores how investment considerations shape adoption decisions, offering theoretical advancement and practical guidance for event organizers and technology providers.

This study examines how specific features influence the adoption of green technology to attain corporate environmental sustainability. Data were collected from 273 managers at five-star hotels in Turkey over 2 months (March-April 2025). The model was analyzed using structural equation modeling (SEM) in SmartPLS, and the sample size was deemed sufficient. The results demonstrate that technical efficacy, innovative design and methods, and lifecycle assessment significantly affect green technology adoption, with lifecycle assessment emerging as the most influential predictor. Furthermore, adopting green technology directly enhances cost-effectiveness, market competitiveness, and environmental performance, thereby positively contributing to corporate sustainability. This research advances the field by: (a) establishing a conceptual framework that integrates several previously underexplored concepts (b) providing empirical evidence from the Turkish hotel industry, where these topics have not been extensively examined and (c) paving the way for further research into the relationship between green technology adoption and long-term corporate sustainability practices.

Drawing on Social Exchange Theory (SET), this study examines the relationships among the factors influencing residents' exchange ideology and pro-environmental intentions in tourism destinations (cultural involvement, responsibility practice, hedonic motivation, and psychological well-being). Using purposive sampling, this study collected data from residents of tourist destinations in Bangladesh. A total of 490 responses were analyzed from a collection of 521, with 31 questions answered incorrectly, resulting in an 81.6% response rate. The findings showed that cultural involvement, responsibility practice, hedonic motivation, and psychological well-being significantly affect residents' exchange ideology and pro-environmental intention. Later, exchange ideology significantly enhances pro-environmental intention. Although residents' pro-environmental intentions have attracted growing scholarly attention, research has yet to explore how behavioral factors shape individuals' intentions to foster a proactive environmental context. Moreover, existing studies often overlook the importance of exchange ideology and its underlying factors as a key link between residents' intentions and actions.

This study investigates the effect of customer nationality congruence with an ethnic restaurant on the intention to visit, food authenticity, and word-of-mouth, in the context of an online platform. We conducted two experiments with a total of 795 individuals. Data was analyzed using independent t-tests and analyses of variance. The study confirmed that online restaurant evaluations (ratings and comments) directly influence customer intentions. Notably, the findings reveal an interaction effect between a customer's nationality congruence and online evaluations on customer behavior. This study expands our understanding of online customer behavior by investigating how a customer's nationality, acting as an online indicator, and the congruence between that nationality and the restaurant's cuisine influence other customers' behavior. From a managerial standpoint, the findings suggest that ethnic restaurant owners should strategically incentivize customers from specific nationalities to share feedback on the cuisine. (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)795(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)t(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic) ((sic)(sic)(sic)(sic)(sic))(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) ((sic)(sic)(sic)(sic)(sic)(sic))(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)

PurposeThis study aims to investigate how virtual reality (VR) video types (walking, driving and aerial) and background music genres (classical, Latin and country) shape tourist immersion and visit intentions. It also examines the mediating role of psychological and emotional factors, including immersion, curiosity and arousal, on visit intentions.Design/methodology/approachThis study used a within-subjects experimental design with a 3 & times; 3 factorial structure, resulting in nine scenarios that paired three VR video types with three music genres.FindingsResults indicated that VR video type significantly affects both immersion and visit intentions, with aerial VR videos producing higher levels of immersion and visit intentions than walking and driving VR videos. The relationship between aerial VR video and visit intention was mediated by psychological and emotional factors (immersion, curiosity and arousal). However, this indirect effect did not emerge in the walking or driving VR videos. Regarding music genres, a significant difference was found between Latin and classical music, but it occurred only in the walking VR video.Originality/valueThis study uniquely compares different VR video types and incorporates background music genres, a largely neglected area. Using a within-subjects design further controls for individual variability, enhancing the reliability of the results. (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)((sic)(sic),(sic)(sic)(sic)(sic)(sic))(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic):(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(VR)(sic)(sic)(sic)(sic)((sic)(sic),(sic)(sic)(sic)(sic)(sic))(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)((sic)(sic),(sic)(sic)(sic)(sic)(sic))(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)/(sic)(sic)/(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic) 3 & times; 3 (sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic) VR (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), VR (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic) VR (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) VR (sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)((sic)(sic)(sic),(sic)(sic)(sic)(sic)(sic)(sic)(sic))(sic)(sic)(sic) VR (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic); (sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) VR (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic) VR (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic) VR (sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic).(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic), (sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic)(sic). Tipos de v & iacute;deos de realidad virtual (caminar, conducir y a & eacute;reos) e influencia de los g & eacute;neros musicales en la inmersi & oacute;n tur & iacute;stica y las intenciones de visita: marketing de destinos a trav & eacute;s de una lente multisensorialResumenObjetivoEste estudio investiga c & oacute;mo los tipos de v & iacute;deos de realidad virtual (caminar, conducir y a & eacute;reos) y los g & eacute;neros musicales de fondo (m & uacute;sica cl & aacute;sica, latina y country) influyen en la inmersi & oacute;n tur & iacute;stica y las intenciones de visita. Tambi & eacute;n examina el papel mediador de los factores psicol & oacute;gicos y emocionales, como la inmersi & oacute;n, la curiosidad y la excitaci & oacute;n, en las intenciones de visita.Dise & ntilde;o/metodolog & iacute;a/enfoqueEl estudio utiliz & oacute; un dise & ntilde;o experimental intrasujetos con una estructura factorial 3 & times; 3, lo que dio como resultado nueve escenarios que emparejaban tres tipos de v & iacute;deos de realidad virtual con tres g & eacute;neros musicales.ResultadosLos resultados indicaron que el tipo de v & iacute;deo de realidad virtual afecta significativamente tanto a la inmersi & oacute;n como a las intenciones de visita, y que los v & iacute;deos de realidad virtual a & eacute;reos producen mayores niveles de inmersi & oacute;n e intenciones de visita que los v & iacute;deos de realidad virtual de caminar y de conducir. La relaci & oacute;n entre el v & iacute;deo de realidad virtual a & eacute;reo y la intenci & oacute;n de visita estaba mediada por factores psicol & oacute;gicos y emocionales (inmersi & oacute;n, curiosidad y excitaci & oacute;n). Sin embargo, este efecto indirecto no se produjo en los v & iacute;deos de realidad virtual de paseo o de conducci & oacute;n. En cuanto a los g & eacute;neros musicales, se encontr & oacute; una diferencia significativa entre la m & uacute;sica latina y la cl & aacute;sica, pero solo en el v & iacute;deo de realidad virtual a pie.OriginalidadEste estudio compara de forma & uacute;nica diferentes tipos de v & iacute;deos de realidad virtual e incorpora g & eacute;neros musicales de fondo, un & aacute;rea muy descuidada. El uso de un dise & ntilde;o intrasujetos controla a & uacute;n m & aacute;s la variabilidad individual, lo que mejora la fiabilidad de los resultados.

As universities operate in increasingly competitive global environments, understanding how brand equity is developed and maintained has become essential. This scoping review examines 15 years of research on university branding, drawing on 53 peer-reviewed articles published between 2011 and 2025. Using the theories–contexts–methods (TCM) and antecedents–decisions–outcomes (ADO) frameworks, the review identifies dominant themes and gaps in the literature. The findings highlight institutional characteristics, corporate image, and internal branding processes as central determinants of brand equity. However, the roles of academic staff and the influence of digital, user-generated content remain underexplored. The review argues for moving beyond traditional, one-directional marketing approaches toward more collaborative, relational branding practices that position students and faculty as active contributors to institutional identity. Resorting the evidence by stakeholder group shows that most empirical studies collected data exclusively from current students. The review then develops a multistakeholder model that organizes antecedents, decisions, and outcomes by stakeholder position. It concludes with a targeted research agenda intended to support both scholars and practitioners working in higher education branding. This review mainly supports SDG 4 (quality education) by exploring how university brand equity and stakeholder engagement enhance higher education quality, visibility, and sustainability. It also relates to SDG 17 (partnerships for the goals) by encouraging collaborative branding with students, staff, administrators, and external stakeholders.

This study explores how self-service technologies (SSTs) quality in restaurants influences customers' novelty-seeking behavior and their intention to revisit. Data were collected through surveys distributed via Amazon Mechanical Turk, comprising responses from 498 participants. Structural Equation Modeling (SEM) was used for data analysis to assess the relationships between perceived SST quality, novelty-seeking, and revisit intentions. The study identifies significant positive effects of SST quality dimensions such as enjoyment, security, and assurance on novelty-seeking. However, functionality, convenience, and customization were not significantly linked to novelty-seeking. Furthermore, novelty-seeking significantly impacted both affective and cognitive attitudes, which in turn influenced revisit intentions. Venturesomeness was examined as a moderating factor but only significantly moderated the relationship between cognitive attitudes and revisit intentions. Self-service technology quality directly influences customer engagement and satisfaction, leading to increased revisit intentions through the mediating role of novelty-seeking.

This study employed dual-process theory to examine the behavioral intention to follow ChatGPT's travel insurance recommendations. It investigated the moderating role of insurance literacy on the relationship between the attractiveness of ChatGPT's travel insurance recommendations and the behavioral intention to adopt these recommendations. In total, 378 usable questionnaires were collected through the Prolific platform in the United States. The findings showed that while perceived trust, accuracy, and customization were responsible for the attractiveness of ChatGPT's travel insurance recommendations, perceived convenience and perceived security had no significant effect. In addition, it was found that perceptions of both "coolness" and "creepiness" significantly affected the attractiveness of ChatGPT's recommendations. At the same time, the attractiveness of recommendations influenced the behavioral intention to adopt them. In contrast, insurance literacy did not moderate the relationship between recommendations' attractiveness and the behavioral intention to adopt such recommendations. This study is unique in that it is the first study to employ Dual-process theory in this context. The findings enhance our understanding of which element (cognitive vs. affective) exerts the most substantial influence on the attractiveness of travel insurance based on ChatGPT's recommendations, providing valuable insights into the design and marketing of AI-based travel insurance services.

PurposeThe launch of ChatGPT has brought the large language model (LLM)-based generative artificial intelligence (GAI) into the spotlight, triggering the interests of various stakeholders to seize the possible opportunities implicated by it. Nevertheless, there are also challenges that the stakeholders should observe when they are considering the potential of GAI. Given this backdrop, this study presents the viewpoints gathered from various subject experts on six identified areas.Design/methodology/approachThrough an expert-based approach, this paper gathers the viewpoints of various subject experts on the identified areas of tourism and hospitality, marketing, retailing, service operations, manufacturing and healthcare.FindingsThe subject experts first share an overview of the use of GAI, followed by the relevant opportunities and challenges in implementing GAI in each identified area. Afterwards, based on the opportunities and challenges, the subject experts propose several research agendas for the stakeholders to consider.Originality/valueThis paper serves as a frontier in exploring the opportunities and challenges implicated by the GAI in six identified areas that this emerging technology would considerably influence. It is believed that the viewpoints offered by the subject experts would enlighten the stakeholders in the identified areas.

Purpose This study examines how environmental concerns promote sustainable development in restaurants, emphasizing environmentally friendly practices. Design/methodology/approach We collected 340 valid responses from restaurant employees across the United States. Subsequently, the partial least squares structural equation modeling (PLS-SEM) method was utilized to assess both the measurement and structural models. Findings The results show that environmentally friendly practices and cleaner production methods are crucial for innovation in sustainability within the restaurant industry. Innovations in sustainability processes and products enhance environmental sustainability, emphasizing the link between water and energy consumption in operations. Thus, prioritizing energy reduction is essential for decreasing restaurants’ carbon footprint. This information should motivate all industry stakeholders. Research limitations/implications This study uses a consistent sample of US firms, but comparing restaurant businesses in other countries could enhance the research and broaden its applicability. Longitudinal studies could also provide insights into the evolving management practices related to sustainability in restaurants. Practical implications Our research offers valuable insights for managers and entrepreneurs in innovative restaurant management. The trend toward sustainability and its implementation is prompting companies to adopt eco-friendly practices, especially considering increasing regulations, particularly in Western countries. By applying our findings, managers and entrepreneurs can positively impact the environment through their business decisions. Social implications Since the COVID-19 pandemic, there has been a surge in sustainability policies and practices. Society is now more aware and demanding about sustainability, with younger generations leading the way. Companies face the challenge of adopting sustainable development processes to meet these expectations. Engaging human resources in this approach can also boost employee motivation. Originality/value The literature on environmental management and sustainable development in the restaurant sector is expanding, but many studies remain largely theoretical. This highlights the urgent need for more empirical evidence. To fill this research gap, our study examines how addressing environmental concerns can promote environmentally sustainable development within the restaurant industry. This will provide a strong empirical foundation for future research and informed decision-making.

The controversial nature of cruise tourism, due to its potential negative impacts, prompted the discussion panel comprising experts in education, marine affairs, and destination management to talk about the future of cruising and implications for specialized education. This report is based on a panel discussion that took place on 4th of October 2023, during the 39th annual EuroCHRIE conference in Vienna. The panel consisting of four esteemed panelists, representing educators in hospitality, tourism, and cruise, as well as the cruise industry, was invited and moderated by Moderator, who also coordinated the preparation of this report. Through discussions from a wide array of perspectives, the panel aimed to identify and better understand the role of educators and the cruise employers. While a 90-minute session cannot cover all emerging topics around cruising, this report, therefore, is intended to initiate a conversation and debate on the future of cruise education.

This study on underwater tourism (UT) delves into the push, pull, and mooring factors influencing travellers' intention to participate (TIP). It also investigates how TIP affects actual behaviour (AB). The findings, based on a robust dataset gathered from 358 individuals interested in UT, provide practical insights into the field. Using configurational modelling, we found that the push factors are negative, while pull and mooring factors positively impact participation in UT. Furthermore, we found that TIP significantly influences AB. These findings not only contribute to the existing theory but also provide practical insights that can be applied in the development of strategies for sustainable and responsible practices travellers' intentions to participate in underwater tourism UT.

PurposeThe metaverse is a transformative platform with the potential to reshape hospitality and tourism by promoting sustainable practices. Despite growing interest, the connection between the metaverse and sustainability remains unclear. This study aims to uncover the structure of this domain, offering insights into emerging research within the hospitality and tourism context.Design/methodology/approachThe study applied bibliometric analysis to examine 246 articles in the Web of Science (WoS) and Scopus databases, spanning the period from 2011 to 2024. Network analysis was then performed using VOSviewer as part of the evaluation process.FindingsThe major findings comprise the leading authors, countries, journals, research developments, and future research directions in the relevant field. Finally, we categorized the study into three main streams: (1) “Technological Advancements in Sustainable Tourism,” (2) “Geospatial Technology and Sustainable Development in Hospitality and Tourism,” and (3) “Immersive and Sustainable Tourism Experiences in the Metaverse.”Originality/valueThis study is one of the first to offer a thorough and holistic bibliometric review of the nexus between the metaverse and sustainability in hospitality and tourism, which will guide the exploration of uncharted aspects of the field.

This article examines the impact of tourism activities, economic growth, and energy demand on environmental degradation in Turkey using Primiceri’s (2005) time-varying parameter structural vector autoregression model for the period 1991:Q1 to 2020:Q1. The findings from the linear VAR model indicate that the response of carbon emissions to shocks in tourism activity is negative and significant. However, the time-varying responses show that the impact of tourism activities on environmental degradation varies over time but is not significant for most analysis period. The insignificant impact of tourism on carbon emissions implies that the tourism sector can be supported by policymakers without harming the environment. Furthermore, our findings on the positive and significant timevarying impact of tourism activities on economic growth support the validity of the tourism-led growth hypothesis.

This paper examines the impact of tourism development on energy intensity and clean energy in 23 Asia-Pacific countries from 2000 to 2019. To ensure robust findings, both ordinary least squares (OLS) and quantile regression were applied. The findings reveal a long-term equilibrium relationship between tourism development, urbanisation, income, industrialisation, and energy transition. OLS results indicate that tourism contributes to energy efficiency while reducing clean energy use. Similarly, the quantile regression results are consistent with the OLS findings, particularly at the median and higher quantiles. These results suggest that while tourism enhances energy efficiency in Asia-Pacific countries, it limits the adoption of clean energy. To address this dual impact, policymakers should implement incentives that capitalise on tourism sector's ability to increase energy efficiency (supporting SDG-7.3), while also removing barriers to clean energy adoption (fulfilling SDG-7.2). Additionally, governments can collaborate with tourism stakeholders to develop sector-specific policies and promote environmentally responsible tourist practices.

The number of studies exploring attitudes toward local food is limited but growing. This research aims to fill the gap by testing food consumption value as a second-order construct and assessing its impact on attitudes toward local food, locavorism, and the intention to purchase local food. Additionally, the study examines the conditions that may influence the effect of food consumption value. The study sample consists of participants aged 18 and older who consume local food. The research model was analyzed for validity, reliability, and structural relationships using Smart PLS statistical software. The findings indicate that taste and quality values are significant in shaping attitudes toward local food, whereas price and prestige values did not have a positive effect on these attitudes. Moreover, the study shows that positive attitudes toward local food increase the intention to purchase it. Lastly, the elements of lionization and communalization were found to reinforce both positive attitudes toward local food and purchase intentions, while the element of opposition did not demonstrate this effect.