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This study aims to provide a theoretical account of the nexus of religion and entrepreneurship in hospitality and tourism (H&T) by considering the influences of religion on entrepreneurial motivation, acquisition of resources for entrepreneurship and entrepreneurial behaviour.

The authors synthesise research and theory on religion and entrepreneurship and apply it within H&T, taking into account the specificities of the industry. Specifically, they pooled together relevant theory and empirical research findings which they summarised to identify points of convergence and divergence, before refining the data to allow for further theoretical insights to be gained.

The authors suggest that religion may positively or negatively influence entrepreneurship; in particular, they identify various modes of religion influences, which offer insights into how religion may encourage, sustain and amplify entrepreneurship or alternatively inhibit entrepreneurship.

Religion offers an important yet underused lens for understanding the activities and mechanisms influencing entrepreneurship in the rapidly evolving H&T industry. This study identifies different aspects of the two multidimensional and interdisciplinary concepts of religion and entrepreneurship and offers new insights into the relationship between the two within the context of H&T.

This study aimed to (a) investigate the effects of robot service efficiency, enthusiastic curiosity, escapist experience and sense of security on perceived experience value (PEV) and identify which dimension is the strongest determinant of PEV; (b) examine PEV’s effect on behavioral intention to dine in a robot-enhanced restaurant (RER); (c) examine cultural differences (Kazakh vs. United States consumers) on these dynamics; and (d) examine gender’s moderating effect between PEV and behavioral intention to dine in an RER.

The data were collected through a self-administered online survey based on a convenience nonprobability sampling technique with participants in Kazakhstan and the US Partial least squares structural equation modeling was used to investigate relationships between the constructs.

The findings indicated that PEV was influenced positively and significantly by robot service efficiency, enthusiastic curiosity, escapist experience and sense of security. Gender moderated the relationship between PEV and behavioral intention. Also, multigroup analyses found notable behavioral differences between Kazakh and US participants.

Grounded in Expectancy-value Theory, the present study demonstrated the effects of experiential (escapist experience), psycho-emotional (enthusiastic curiosity) and quality conditions (service efficiency and sense of security) on PEV and consumers’ behavioral intentions, with variations observed across genders and cultures.

本研究旨在：(a) 探讨机器人服务效率、好奇心、逃避体验和安全感对感知体验价值（PEV）的影响, 并确定哪个维度是PEV的最强决定因素; (b) 检验PEV对在机器人增强餐厅（RER）用餐的行为意图的影响; (c) 探讨这些动态中的文化差异（哈萨克消费者与美国消费者）; (d) 检验性别在PEV与在RER用餐行为意图之间的调节作用。

数据通过自填式在线调查收集, 采用便利非概率抽样方法, 参与者来自哈萨克斯坦和美国。研究采用偏最小二乘结构方程模型来分析构念之间的关系。

结果表明, 机器人服务效率、好奇心、逃避体验和安全感对PEV均具有正向显著影响。性别调节了PEV与行为意图之间的关系。此外, 多组分析发现了哈萨克和美国参与者之间显著的行为差异。

本研究基于期望-价值理论, 展示了体验性因素（逃避体验）、心理情感因素（好奇心）和质量条件（服务效率和安全感）对PEV和消费者行为意图的影响, 并观察到性别和文化上的差异。

This paper aims to investigate Kazakh rural and urban consumers' preferences for different agritourism experiences.

The empirical study adopts a survey data-based approach relying on a questionnaire data collection technique.

The paper highlights significant differences and similarities in the structure of individual preferences of urban and rural customer segments regarding different agritourism offerings.

The research is limited by the sample, which covers only two consumer segments presented in the Kazakhstan context. The paper provides managerial implications for agritourism service providers, who are doing or planning to start entrepreneurial activities in rural areas, marketing researchers focusing on product development, and policy makers working out regional development strategies through implementation of tourism stimulating projects.

This study contributes to the advancement of the limited research investigating customer experience theory as applied to agritourism.