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The purpose of this study is to conceptually integrate business to consumer (B2C) into business to business (B2B), with a holistic consumer-centric, technology-reinforced, long-term vision for tourism industries and companies to survive and succeed in the era of new technologies 4.0. The research suggests that the tourism-marketing-new technologies decision-making involves customers as the center of the design and decision process.

The research design includes a qualitative study with 94 in-depth interviews, a literature analysis and a conceptual proposition. The qualitative study follows the tourism consumer desire data analysis, from categorization to integration. The literature analysis applies a systematic literature review approach based on the 29 most up-to-date new-tech papers from peer-reviewed journals. The analysis compares qualitative research findings and literature analysis results and matches the new technology applications with consumer desire understanding. The conceptual framework of tourism marketing/advertising is proposed based on qualitative research and literature analysis.

The qualitative research deciphers that consumers, based on their imagination and memorization, desire therapy and sceneries and connect such desires to the empathetic and resonating advertising messages. The literature analysis synthesizes the new tech applications in tourism and matches the qualitative research findings with the deciphered desires in tourism. The conceptual model proposes that B2C should be integrated into B2B to provide value for both consumers and businesses and opens avenues of research on this topic.

This research has made the following theoretical contributions: it offers an in-depth understanding of consumer desire, often hidden or subconscious, in the field of tourism. Consumer desires regarding tourism are mostly subconscious and exist long before consumers are exposed to advertising messages. These desires reflect the search for therapy and sceneries and become “embodied” – they exist on multisensorial levels and become part of the body and life and will lead consumers into positive perceptions when marketing communications/advertisements resonate with them. In the latter case, they will subjectively judge advertising as “good,” regardless of the advertising design quality. The research also connects consumer research with a new technologies research review and proposes a conceptual framework to integrate business to consumer (B2C) with business to business (B2B). As such, the research makes theoretical contributions to the integration or the “boundary blurring” between B2C and B2B research and practical suggestions that involved industries and consumers may all benefit from such integration. Conceptually, there is a lack of discussions of the pitfalls of new technologies, a dearth of empirical verification of the applications of new technologies in the proposed fields and a shortage of discussions about ethical issues. Qualitative methods, offering an efficient tool for understanding consumer desires in the tourism industry, have their own limits, as discussed in previous research. The sample is limited to the state of New York population and may be influenced by geographic, demographic and psychological characteristics related to the region.

This research provides advertising practitioners, new technology innovators and tourism industries with a framework to face the combined challenges of understanding hidden consumer desires and applying adequate technologies that resonate with consumer desires to tackle relevant issues. The conceptual proposition of this research fills the gap between qualitative consumer research without concrete practical resolution and new technologies applications without in-depth consumer understanding. Through the conceptual framework, the author provides insights into how industries may benefit from consumer understanding. The business relationships among the industries of marketing, tourism and new technologies should be centered around consumers. Thus, B2C and B2B should be naturally integrated into business practices.

Social implications of this research include three major points: first, the understanding of consumer desire for therapeutic power in tourism, which invites more attention to tourism as part of social well-being design instead of a purely for-profit business. Second, a profound comprehension of what consumers need and desire, without which the applications of new technologies may cause severe societal problems. Third, a way to tailor to consumers’ individuality and desires for advertising/marketing that may be considered abusive, stressful and socially destructive if applied in a nonpersonal manner.

Conceptually, this research adds consumer desire, an originally B2C concept, to the B2B context regarding the new technology applications in tourism marketing/advertising. It contributes to the B2B literature by proposing a strong consumer-centric approach, especially the consumer desire understanding, that is not yet investigated in the B2B literature; and a combination of empirical study and literature analysis and the matching of the two for better practice of advertising/marketing, tourism and new technologies applications.

Drawing on the conservation of resources theory, the present research paper examines the moderating role of leaders' Machiavellianism in the relationships between the desire for promotion, workplace anxiety and exploitative leadership.

The authors collected matched time-lagged data from part-time MBA students and their subordinates. The subordinate questionnaires were paired and coded by the researchers and then directly distributed and instructed to be filled out, which would not be known to the MBA students. The final sample size came to 370 leader-subordinate dyads. The data were analyzed using SPSS 24 and Mplus 7.0.

Leaders' desire for promotion is positively related to exploitative leadership via workplace anxiety. Furthermore, this mediating effect is significant when Machiavellianism is high, but not when Machiavellianism is low.

For business ethics scholars and practitioners, this study points out that leaders with a desire for promotion can produce workplace anxiety, lead to subordinates' perception of exploitative leadership and how this process varies by key personality trait—Machiavellianism.

Off-farm employment is an important factor associated with fertility transition in many developing countries. The purpose of this paper is to investigate the impact of female off-farm employment on their fertility desire in rural China.

Based on the data from the China Labor-force Dynamics Survey, the authors adopt an instrumental variable approach to address the endogeneity issue. Desired number of children and desire for a second child are used to measure fertility desire.

The results show that off-farm employment participation significantly reduces women's desired number of children and the likelihood of their desire for a second child. Moreover, off-farm employment reduces women's fertility desire mainly through pathways including the weakening of son preference and a decrease in job autonomy, rather than the changes in leisure hours. Further evidence suggests that social health insurance plays an important role in moderating the adverse relationship between off-farm employment and the desire for a second child. The fertility-reducing effects are more pronounced among younger women, among those participating in off-farm wage employment and among families with only wives' participation in the off-farm labor market.

This paper contributes to the existing research by investigating the causal impact of off-farm employment on fertility desire in a rural developing context and the possible underlying mechanisms responsible for this relationship. This study provides important insights on this topic in developing countries and may have important implications for theory and practice.

Detrimental impacts on social and ecological well-being of excessive fashion consumption and production practices are posing threats on future generations. Therefore, the need for sustainable solutions and endorsing them through social marketing efforts is more urgent than ever. From the consumption angle, this study aims to explore the driving forces behind consumers’ restless desire for the new and the growing need to consume sustainably.

This paper is conceptual in nature, and through a review of the literature in fashion, consumer, sustainability and social marketing studies, it examines why consumer desire for the new is so profound and how it conflicts with sustainability goals of the fashions industry. With a macrosocial approach, it reveals how multiple constituents of the fashion system can contribute toward sustainability goals.

This study explains consumers’ psychological and social needs driving their restless desire for the new and the role of fast fashion companies fuelling this desire. It also discusses the consequences of excessive fashion consumption and presents social marketing solutions at micro, meso and macro levels with upstream and downstream effects toward sustainability goals.

Considering the increasing consciousness about the negative impacts of excessive fashion consumption, this study suggests both practical and social implications that are associated with multiple stakeholders including consumers, fashion companies and public policymakers.

This study reveals in detail the challenges and potential social marketing solutions at micro, meso and macro levels, concerning the conflict between consumers’ restless desire for the new and the pressing need to consume more sustainably.

Virtual grocery shopping (VGS), or online grocery shopping, traditionally has seen slow adoption in Canada; however, the COVID-19 pandemic has forced consumers to seek safer ways to shop. Retailers have invested in building new infrastructure to meet the current consumer demands for VGS. However, the main driver for VGS behaviour has not been yet clearly identified. Additionally, it is also not unknown whether the shopping modalities will continue VGS after the pandemic. This study provides insights into consumer intentions to use VGS by extending the model of goal-directed behaviour (MGB) to incorporate consumer technological readiness.

The study collected 935 valid survey responses from an online survey panel of Canadian consumers. A two-step approach was applied to analyse the data, comprising confirmatory factor analysis (CFA) and structural equation modelling (SEM). The data quality and model fit were tested before testing the proposed relationships among the constructs: attitude, subjective norm, perceived behavioural control, positive and negative anticipated emotions, as well as technological readiness, desire and behaviour intentions. The mediation role of desire between frequency of past online grocery shopping behaviours and the future behavioural intention was also tested using SPSS PROCESS.

The study results showed that attitudes, subjective norms, perceived behavioural control, positive and negative emotions, technological readiness and frequency of past VGS have a major impact on consumers' desire to embrace VGS in the future. Consumer desire also played a significant mediating role between frequency of past VGS behaviours and future shopping intention online. In addition, the frequency of past VGS showed an even stronger impact on behavioural intention among female consumers than among male consumers.

The findings of this study provide an original insight into the social, cultural and psychological factors that impact consumers' use of VGS, particularly the impacts of gender.

The purpose of this study is to investigate the motivations, attitudes and intentions towards luxury dining in airplane themed restaurants (ATRs). The moderating roles of desire to fly, desire for luxury and fear of missing out (FOMO) towards attitude and intention to embark on this ATR experience are also investigated.

Data are collected through a consumer panel. A total of 315 valid responses were analysed using exploratory factor analysis, confirmatory factor analysis and multi-group moderation. To enhance ecological validity, a stimulus for the Singapore Airlines A380 Restaurant @Changi was created to ensure complete understanding of the product offering by the participants.

Three motivation factors were discovered – novelty, escape and supporting reliving. Interestingly, it was also found that the attitude towards ATR partially mediated the relationship between supportive reliving and intention towards ATRs. Disposition towards FOMO was found to moderate the effect of attitude towards ATR on intention towards ATR. Negative effect between escape motivation and attitude towards the ATR from the moderation analysis for desire for luxury and desire to fly shows that people are still hesitant to accept the ATR as a replacement to satisfy their salient needs for luxury travel.

Insights of this study demonstrate that local airlines could pivot their business through innovative offerings during the pandemic. The ATR concept can be effectively marketed by appealing to hedonistic and nationalistic needs and to avoid positioning it as an alternative for flying.

This is a novel concept introduced during the COVID-19 pandemic. Unprecedentedly, it uncovers the motivations, attitudes and intentions towards luxury dining in ATRs as a means to compensate for the pent-up desire to relive the experience of air travel.

This paper aims to examine the role of volitive desire in self-control toward temptations. It extends prior research on the role of prudence in temptation resistance by empirically demonstrating that prudence bolsters self-control toward food temptations by lowering volitive desire motivation toward temptation enactment.

This study consists of a 2 (food type: temptation vs goal-congruent) × 2 (prudence level: low vs high) between-subjects quasi-experimental design. Hypothesis tests were conducted by using analysis of covariance and ordinary least squares regression-based moderated mediation analysis.

The results show that high-prudence participants experienced lower volitive desire toward eating the temptation food option than low-prudence participants. Consequently, high- (vs low-) prudence participants reported significantly weaker eating intentions toward the temptation food option. Moreover, volitive desire significantly mediated the effect of prudence level on intentions to eat the temptation food option.

The study contains methodological limitations. First, the study operationalizes volitive desire as “non-appetitive, instrumental reasons for eating or not eating the food,” yet in some contexts volitive desire can include appetitive reasons. Second, the procedure consisted of presenting participants with only a goal-consistent or temptation food option, rather than with both, which is more realistic. The study also focuses on a single goal context, healthy eating, to the exclusion of other contexts associated with consumer self-control. Additionally, the appetitive and volitive desire self-report measure method produced flawed ratings, requiring us to use the open-ended responses as this study’s dependent variable. Finally, this study does not directly test the extent of prudence-driven deliberation about temptation enactment consequences.

Social marketing campaigns can encourage low prudence consumers to strengthen this behavioral trait by performing beneficial, slightly to moderately challenging utilitarian tasks (e.g. making one’s bed each morning, flossing one’s teeth every evening, etc.) that involve exercising self-control on a regular basis. Social marketing ads can also appeal to the consequence-vigilance of high prudence consumers by increasing the salience of consequences of self-control failures in behaviors related to social issues such as pollution, drinking and driving, smoking and recreational drug use. An additional implication is that marketers of health goal-related products and services could segment the market based on trait prudence and target high-prudence consumers with ads that increase the salience of consequences associated with not using the company’s health product or service or the consequences of using the competition’s products or services.

Consumers can improve their well-being by exercising self-control consistently in low to moderately challenging tasks, which boosts their prudence. High-prudence consumers can intentionally focus on volitive motives when faced with temptations to ensure effective self-control.

This research examines the role of volitive desire as the process by which trait prudence affects intentions toward temptation options, which extends prior research on the role of prudence in self-control for temptations (Puri, 1996). This framework builds on the philosophy of action perspective on desire and shows that trait prudence can predict temptation enactment intentions through the mediating role of volitive desire. Thus, the findings illuminate the motivational mechanism by which prudence bolsters self-control in the face of temptation: volitive desire.

The purpose of this study is to examine the effect of customers’ socio-demographic characteristics on the formation of behavioral intention toward green hotels in Malaysia.

The current study used partial least square-structural equation modeling to analyze a sample of 400 green hotel customers in Malaysia. Further, multi-group analysis (MGA) is conducted to examine whether a significant difference exists across demographic groups.

Attitude and perceived behavioral control exert positive effects on desire, which in turn considerably influences behavioral intention. Results of MGA indicate that attributions have varying effects on the desire and behavioral intention with different socio-demographic characteristics. In particular, negative anticipated emotion negatively predicts desire among the customers of the older group, whereas positive anticipated emotion and subjective norm positively influence desire among the customers of the low educational level group.

The study examines green hotel customers’ behavior in Malaysia, and further research is needed to determine whether the impact of the proposed determinants across different industries. As the concept of corporate social responsibility (CSR) has started to influence customers’ behavior, the findings may be changing over time. Thus, a further longitudinal study would be beneficial to monitor the performance hotel CSR activities.

Although there is an increasing interest in CSR activities among Malaysian customers, there is a lack of information regarding customers’ motivation in the green hotel context. Furthermore, limited studies examined the role of customers’ demographic characteristics in the CSR literature. There is a need to understand green hotel industry and customers’ responses toward CSR activities.

The author explores leadership ‘through the lens of mimetic desire’ suggesting that humans copy the behaviour of others and this is how we learn and progress. It is suggested that an effective leader is one who is able to channel this mimetic desire into shared goals, values and outcomes that can be perceived as having a wide benefit.

All previous research seldom considered the proliferation process from the perspective of consumers or from a negative perspective to examine the desire for revenge and negative word of mouth (WOM) caused by deficiencies in innovative products. The purpose of this paper is to investigate consumers’ subsequent behaviors after they have outward and inward negative emotions such as anger and regret. The objective of this study is to explore the different effects of customers’ anger and regret on desire for revenge and negative WOM.

This research uses structural equation modeling to analyze 226 samples.

The results showed that regret has significant and positive effects on desire for revenge and negative WOM but anger has only a significant and positive effect on desire for revenge. Moreover, desire for revenge has a significant and positive effect on negative WOM. In addition, the desire for revenge plays a crucial mediator between anger and negative WOM as well as regret and negative WOM.

Corporations can use tangled emotions among consumers to predict the development of the desire for revenge and immediately implement remedies for deficiencies to prevent consumers from developing the desire for revenge and spreading negative WOM regarding the corporation or product, or engaging in other revenge behaviors. Corporations can easily detect and prevent the path between anger and revenge behaviors simply based on the desire for revenge. In contrast to the outward negative behavior that is anger, regret is implicit and internal.

This study explored two negative emotions of affect (anger and regret) based on affection and conation/action of the tricomponent attitude model and their different effects on consumers’ revenge behaviors such as desire for revenge and negative WOM. The contributions of this research are to clarify the different relationships between outward negative emotion (anger) and desire for revenge/negative WOM as well as inward negative emotion (regret) and desire for revenge/negative WOM.