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The concept of grit has been receiving increased attention in recent years. Grit is a trait that enables individuals to persevere while facing challenges and obstacles in life, sometimes “winning at any cost”. The purpose of the study is to understand how ethical views may vary among different groups of people segmented on grittiness. Our key argument is that grittier segment is more inclined towards Machiavellian factors (amorality, desire for control, desire for status, distrust of others) and materialism.

Data derived from self-administered questionnaires completed by convenience samples of Indonesians living in Daerah Istimewa Yogyakarta (DIY), a region commonly considered as the miniature of Indonesia. Turning to market segmentation tools (n = 467), we first segment people based on their level of grittiness and, subsequently, investigate each segment's perception towards various Machiavellian factors (amorality, desire for control, distrust of others) and materialistic attitudes.

The study identified three segments of grittiness: The Least Gritty (the Good), The More Gritty (the Bad) and The Most Gritty (the Ugly). The results of this study showed the dark side of grit. Individuals with higher grit traits are more likely to behave unethically which could be referred to as “bad” and “ugly”. To help them succeed, cheating and lying are more likely considered acceptable by gritty individuals compared to less gritty “good” individuals.

Merely focussing on grit–be it grit promotion or training–may produce individuals who achieve success at all costs and disregard ethical values. An implication from the study is not to discourage developing grit in individuals but instead to add and emphasise ethical components. This implication is especially critical for educators and managers developing grit as a part of their activities.

The results of this study will have important theoretical implications and managerial implications educators balancing the consequences of teaching grit, but also for managers interested in understanding employees' level of grit within their workplaces along with ethical considerations.

This paper aims to recommend a two‐step approach to destination segmentation that incorporates the views both of multiple stakeholders and of tourists.

Step one applies a case study approach incorporating semi‐structured interviews with 13 destination stakeholders. Step two involves segmenting tourists to the destination based on a questionnaire survey developed from the semi‐structured interviews. The study compares and contrasts the result with the current DMO approach.

The two‐step approach produces three segments for the destination under study using four segmentation bases and ten variables. The DMO approach also utilizes all four segmentation bases but produces six segments with five different variables. The DMO approach captures fewer tourists visiting the destination.

This study considers one regional Australian destination. Future research is recommended in a range of alternative destinations to further understand the two‐step segmentation approach. It is recommended that the two‐step approach should be extended to destination branding and positioning.

Segmentation guides positioning and branding strategies and the proposed two‐step approach may assist destination stakeholders to reach more of the types of tourists who are likely to visit the destination.

The purpose of this paper is to: first, illustrate how market segmentation using two-step cluster analysis can be used to identify segments in the context of physical activity; second, identified segments are used to offer practical implications for social marketers working in the area of physical activity.

A total of 1,459 respondents residing within 20 kilometres of the Melbourne Central Business District participated in an online survey. The questions in the survey included items relating to respondents’ health perceptions, health knowledge, attitudes, intentions to start a new physical activity, demographics, place of residence and self-reported physical activity. Two-step cluster analysis using the log-likelihood measure was used to reveal natural groupings in the data set.

This research has identified four distinctive segments in the context of physical activity, namely: Young Disinteresteds, Successful Enthusiasts, Vulnerables and Happy Retirees.

The study was conducted in March and some sports were not in season at the time of the study, therefore future research should extend the current sample to take seasonality and geography into account and to ensure the clusters are fully representative of the Australian population.

This paper contributes to the literature by outlining a two-step cluster analytic approach to segmentation that can be used by social marketers to identify valuable segments when developing social marketing programmes.

Despite the proliferation of the governance concept in the broader academic literature, there is little agreement on definitions, scope and what actually constitutes governance. This is arguably due to the fact that empirical research on the topic, with some exceptions, is generally limited to case studies without use of any common conceptual framework. This is certainly the case in other fields of study and is becoming increasingly obvious in tourism research also. Therefore, the purpose of the paper is to explore and synthesize the governance literature with the objective of identifying the key elements and dimensions of governance.

Drawing on the two “parent” bodies of literature originating in the political sciences and corporate management fields of study, the paper provides a review and synthesis of the governance concept with the objective of identifying the primary elements and factors that have been employed in studies of governance to date.

A review of 53 published governance studies identified 40 separate dimensions of governance. From this review, the six most frequently included governance dimensions were: accountability, transparency, involvement, structure, effectiveness and power.

A synthesis of the governance literature has not been undertaken to date, either in the tourism literature or in other fields of study, and in doing so the authors provide a basis for tourism researchers to draw on a set of comparable conceptual dimensions in future research. Comparable dimensions which can be replicated and tested in empirical research will add additional depth and rigor to studies in this field.

This introduction seeks to provide a broad review of scholarly developments in the nascent field of destination branding spanning almost 12 years in order to locate the relevance and import of the following nine papers compiled for this special issue on destination branding and marketing.

A general review of literature is undertaken guided by an epistemological approach to knowledge thus far generated by the destination branding field, consistent with the recommendation of Tribe, and in lieu of the common reductionist approach to identifying themes. The background generated by the review is then used to introduce and assess the significance of the articles contained in this special issue.

Three undercurrents of critical issues implicated with the massive body of knowledge generated by the first decade of destination branding research are described and posited relations between them are tentatively advanced. The undercurrents pertain primarily to matters of identity affirmation, inter‐organizational assimilation and an unfolding anarchic environment for destination branding research and practice. The papers in this special issue exhibit profound connections with the different undercurrents.

Rather than summarize and classify achievements in destination branding research over the last decade or so, this editorial argues that current and future research contends with larger issues surrounding the field's core concern of destination branding and marketing.

This paper aims to describe a case that has worked with community aiming to prevent koala deaths and injuries across known causes including dogs.

Over a 6½-year period, a project team has applied the Co-create–Build–Engage (CBE^TM) process initially delivering a proof-of-concept pilot programme for one threat faced by koalas, which was later scaled to citywide delivery. This approach is now being extended across 12 local government areas, and the author’s team is now working across all preventable threats faced by koalas’ regionwide. Leave It is now nested as one behaviour change project in a wider project delivered across Southeast Queensland, in partnership with Queensland Government, 12 local government areas, community groups and other organisations.

Underpinned by the pathway to impact and CBE^TM processes, this paper describes how the 3½-year Leave It project reduced koala deaths from dog attacks by 40% in the Redland City Council area. A reduction in koala deaths will contribute to a measurable increase in the local koala population across successive generations delivering lasting impact.

This paper provides an overview of links between inputs, activities, outputs and outcomes to impact. Robust koala population data is needed to precisely measure impact over time.

One female koala joey saved equates to seven new koalas in the next generation and prevention of koala deaths can be achieved when people can be motivated to take action.

This paper reflects on 6½ years of experience applying marketing to deliver changes in people’s behaviour that protect koalas. A high-level overview of the strategic and operational marketing efforts that have been and continue to be applied is described.

This paper aims to examine whether medical tourism can be a frontrunner in terms of post-pandemic recovery for the industry

A mixed-method analysis of 17 interviews and 210 questionnaires involving medical tourists to Iran was applied.

Medical tourists perceived the risks posed by COVID-19 as a temporal one, and attitudes toward post pandemic visitation intentions remained strong. In addition, these tourists can mostly be classified into responsive individuals, who demonstrate not only high risk but also high efficacy levels to negotiate the threats posed by the pandemic. No gender differences were located between male and female medical tourists in terms of post-COVID-19 travel intentions to Iran.

This research extends the application of the risk perception attitude framework to a medical tourism context. Furthermore, medical tourists are uncovered as another segment of crisis-resistant tourists.