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This study aims to explore the influence of creative tourist experiences (CTE) on tourists’ recommendation intentions (RCI) toward creative tourist destinations. This study examines the roles of tourist engagement and satisfaction in this relationship, proposing a sequential mediation model based on the cognitive-affective-conative model.

The research surveyed travelers to Kinnaur, Himachal Pradesh, India, using a structured questionnaire. Through purposive sampling data were collected from 413 generation Z (Gen Z in short) tourists. The study used exploratory factor analysis, confirmatory factor analysis and sequential mediation analysis. The present research used Model 6 by Andrew Hayes in the SPSS process macro to test the serial mediation.

The findings emphasize the importance of active engagement in creative tourism and its potential to transform cultural heritage into enriching experiences, thereby influencing tourists’ recommendation behaviors. Results of sequential mediation analysis show that there is a significant and positive impact of CTE on tourist’s RCI. Further, results showed the sequential mediation effect of tourist engagement and satisfaction on the relationship between CTE and RCI.

The findings offer valuable insights for destination managers and policymakers in creative tourism. Enhancing tourist engagement and satisfaction through creative experiences can effectively increase RCI, contributing to the sustainable management of cultural resources and preventing the over-commercialization of cultural heritage.

This research contributes to the literature on creative tourism by empirically testing the sequential mediation model and highlighting the pivotal role of tourist engagement and satisfaction in transforming creative experiences into positive behavioral outcomes. This study provides a nuanced understanding of the factors influencing tourists’ RCI in creative tourism contexts.

Studying the effect of social media advertising on consumer engagement, this study analyzes the impact of shared-experience versus personal message strategies, informational versus transformational creative appeals and low-involvement products versus high-involvement products. It aims to determine how best to combine ad elements to affect consumer engagement on different levels.

Using an online survey among 448 Facebook users, an experimental factorial design of 2 (message strategy conditions) X 2 (creative appeal conditions) X 2 (product types: TV vs. frozen pizza) was used. Each advertisement was evaluated on three facets of engagement: cognitive, psychological and behavioral.

Results indicate that informational appeal is preferable for all conditions. The effectiveness of message strategy differs by product type, and interactions between message and appeal are significant only for the high-involvement product. Additionally, it indicates that message strategy is most significant in affecting behavioral engagement and not necessarily cognitive or psychological engagement.

To develop effective Facebook ads, practitioners should use a personal/informational combination when working with high-involvement products and a shared-experience/informational combination when working with low-involvement products.

An original grid for integrating message strategy and creative appeal is constructed in this paper. Besides behavioral engagement, it also evaluates cognitive and psychological engagement. By comparing products with a high and low involvement level, it provides marketers with actionable recommendations to increase social media campaign effectiveness.

Amid multiple crises and increasing volatility, sustainable development is a pressing concern. Higher Education for Sustainable Development, especially Responsible Management Education (RME), drives transformative change by fostering new perspectives on work, decision-making and leadership. Conferences serve as pivotal sustainability discussion platforms, yet many remain traditional and lack interactive student engagement. This hinders active involvement and collaborative problem-solving. The Global Goals Design Jam, a dynamic, nontraditional format explored in this study offers an alternative approach. By blending design thinking and playful learning and constructivist learning methods, the Global Goals Design Jam offers a space for collaborative and creative Sustainable Development Goals (SDGs) solutions. At the ninth Responsible Management Education Research Conference (RMERC) in September 2022, students from various universities took part in a Global Goals Design Jam. The current prestudy postulates that participation in a Global Goals Design Jam is primarily associated with positive attributes related to emotions and a sense of coherence. The potential for empowering learners to navigate real-world complexities and contribute to sustainability is highlighted, establishing formats like the Global Goals Design Jam as a valuable addition to educational conferences with a sustainability focus. The results also highlight potentials and limitations of the format and provide insights into further research requirements.

The principal objective of the study is to analyze the influence of ethnicity, culture and collective intelligence in entrepreneurial creativity, innovation and marketing of artisanal beer in Mexico.

The qualitative data have been gathered by conducting four workshops with twelve respondents in each workshop across four states of Mexico comprising Mexico City, Puebla, Queretaro and Guadalajara. These workshops were held for four hours during the pre-lunch period over the weekends, which was participated by a mix of entrepreneurs and consumers.

Artisanal entrepreneurship is driven by the culture, ethnicity, collective intelligence and frugal innovations. Ethnic products generate patriotic feeling and consumption for a social cause to encourage artisans at the grassroots with the local tags. Results also indicate that social media and crowd cognition play an important role in developing creative artisanal beer.

This study is founded on the theoretical maxims of social learning theory (SCT), social cognitive theory and theory of creativity. The contextual interpretation of SCT explains the socialization of concepts by modelling emotions and behavior to derive structural experiences as observed in artisanal entrepreneurship.

Entrepreneurs can develop brand emotions, boost anthropomorphic feelings and inculcate the sense of nationalism among consumers to market ethnic brands and develop social consciousness towards consumption of “Made in Mexico” products.

Artisanal beer face major challenge of customer outreach by enhancing the brand proximity and ethnic values. Ethnic products hold a strong image in niche market and need to be stimulated by the experience sharing through social media and community interactions.

This research study significantly contributes to the existing literature on ethnic entrepreneurship and creativity using innovative research approach.

Language plays a complex role in coaching, facilitating communication, comprehension and meaning construction. Yet, the implications of coaching in a non-native language are uncertain and under-researched. This study explores the role of non-native language (NNL) in dyadic workplace coaching practice. Specifically, it explores how working in a NNL influences the coaching experience from the coach’s perspective.

A qualitative approach was chosen to explore the way coaches view coaching in a NNL. Twenty-three semi-structured interviews were conducted with coaches experienced in coaching in NNL. Reflexive thematic analysis (RTA) was applied for data analysis.

NNL coaching presents a paradoxical mix of negative and positive tensions for the coach and coachee in communication, relationship and insight. NNL coaching is nuanced and may be accommodated using coaching competencies to mitigate the potential for misunderstanding and relationship rupture. It offers alternative perspectives to existing worldviews, eliciting deeper insights. Coaches’ confidence in coaching in a NNL varies from a challenging struggle that perceptually hinders performance, through ambivalence, to a sense of greater resourcefulness.

The study contributes to the stream of literature on language in international business, sociolinguistic research and how meaning is constructed in a coaching process. First, the work develops a distinction between coaching in a native language (NL) and a NNL. Second, study results indicate that the context of NNL creates challenges as well as opportunities in a dyadic coaching process, particularly regarding aspects of the coach–coachee relationship and insight elicitation via alternative perspectives. Moreover, several practical implications of the study for the coaching practice are discussed.

This study aims to enrich the field of entrepreneurial marketing (EM) by examining decision-making processes in the unique context of start-up ventures. To do so, it extends research on the distinct EM dimensions to the behavioral context by revealing how causation and effectuation principles shape entrepreneurs’ actions.

The study investigates EM behavior through 12 semi-structured interviews with 10 start-up founders and two founder associates in Germany. Use of established frameworks of the EM dimensions and causation/effectuation principles paves the way for an in-depth analysis. This methodology uncovers a distinct pattern of decision-making behaviors characterizing various activities within start-ups.

The findings show that causal logic prevails in start-ups’ EM, and effectual reasoning serves a complementary role. On the dimensional level, the findings reveal a predominant goal-driven focus on customer intensity and value-creation processes. Predictive logic guides opportunity focus, proactiveness and risk management, with nonpredictive behaviors providing adaptability. The principle of affordable loss is also evident in risk management. Finally, start-ups exhibit a blend of causal and effectual logic in innovativeness and resource-leveraging.

To the best of the authors’ knowledge, this study is the first to illuminate the interplay of behavioral logics in start-up firms’ EM by exploring the nuanced principles underpinning the decision-making processes of entrepreneurs. In doing so, it advances understanding of the marketing–entrepreneurship interface and enriches decision-making literature.

This study examines the link between the knowledge creation process, ambidextrous innovation, and competitive advantage. Further, this study also tested the moderating role of organizational agility on the relationship between the knowledge creation process and ambidextrous innovation.

The empirical study’s data were collected by surveying 306 respondents employed in 140 Pakistani Small and Medium Enterprises (SMEs). The questionnaire was designed according to the study’s requirements and was based on theoretical knowledge and findings from previous research on the knowledge-creation process, ambidextrous innovation, and competitive advantage. All hypotheses were tested using a structured regression method.

The study indicates that the knowledge creation process significantly impacts a firm’s competitive advantage. Additionally, this study demonstrates that ambidextrous innovation can moderate the relationship between the knowledge-creation process and competitive advantage.

Future studies should examine mediating factors, such as organizational culture, leadership style, and industry characteristics, as well as moderating variables, such as environmental turbulence.

This study guides SME leaders on the importance of knowledge creation and ambidextrous innovation in achieving operational success and gaining a competitive advantage.

This study explores how the knowledge creation process directly and indirectly, enhances organizational capacity for competitive advantage through the mediating roles of ambidextrous innovation and the moderating role of organizational agility.

This research paper examines the perspectives of marketing professionals on the impact of AI on marketing strategies.

Through interviews with 34 marketers in Singapore, the study uncovers the benefits, challenges, and potential risks associated with AI implementation.

The findings reveal improved efficiency, enhanced customer insights, and personalized marketing experiences as benefits of AI. Challenges identified include skill gaps, ethical considerations, resource constraints, and resistance to change.

The research provides important implications for marketers and companies, guiding decision-making and promoting the responsible adoption of AI in marketing strategies.

The purpose of this article is to investigate the educational and developmental benefits of silence in organizations. It aims to demonstrate how silence can be employed as a pedagogical tool to foster deeper learning, support personal and professional growth, and enhance communication. By redefining silence as a constructive element rather than an absence, the article provides educators and organizational leaders with practical strategies to create more reflective, innovative, and effective learning environments, ultimately contributing to a more harmonious organizational culture.

This article adopts a pedagogical approach to examine the role of silence in organizational settings. The methodology involves a comprehensive literature review and analysis of case studies that illustrate the effective use of silence as a tool for learning and development. Practical strategies for incorporating silence into educational and organizational practices are explored, providing leaders with actionable insights to enhance reflective thinking, creativity, and communication within their environments.

The findings reveal that silence is a powerful educational tool that enhances learning and development in organizations. Silence fosters creativity and deep reflection, supporting cognitive processing and idea generation. It promotes personal and professional growth through mindfulness and emotional regulation. Additionally, silence improves communication by encouraging active listening and thoughtful dialogue.

This article contributes to the existing literature by focusing on the pedagogical and developmental role of silence within organizational contexts. It highlights the often-overlooked value of silence as a multifaceted tool for enhancing creativity, learning, and communication. The insights presented challenge conventional notions of silence, positioning it as a valuable and strategic resource in achieving a more reflective and effective organizational culture.