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This study examines how domestic honeymoon destination quality contributes to achieving honeymooners' fantasy experience and how fantasy experience impacts honeymooners' revisit intention.

Using the convenience sampling technique, 202 self-administrated survey questionnaires were collected (184 considered useable) from domestic honeymooners who had experienced honeymoon trip. The analysis was performed by employing partial least squares structural equation modeling (PLS-SEM) using SmartPLS 4.0.

The findings indicate that honeymoon destination image strongly and significantly influenced honeymooners' fantasy experience, followed by honeymooners' privileges, service providers, social aspects and accommodation. At the same time, the dining experience and honeymoon expenses had no significant impact on the honeymooners' fantasy experience. Notably, honeymooners' fantasy experience also had a strong and significant effect on their revisit intention to honeymoon destination in the future.

This study has an important theoretical contribution, being the first to explore the post-consumption behavior, that is, fantasy experience and revisit intention of domestic honeymooners in tourism literature. The study also has important implications for tourism industry stakeholders, that is, government, tourism department and officials, honeymoon tour planners and hotel managers, to make honeymoon destinations more attractive and fascinating, especially among newlywed couples and the young generation of tourists.

Fantasy is a concept often used in everyday life and in academic research. While it has received attention in consumer research due to its connection to desires, community creation, meaning evocation, and identity development, it lacks a commonly shared understanding. This paper explores and theorizes consumers’ experiences of fantasy as performed in real-life situations.

The research was conducted as an ethnographic study of live action role-playing games (LARP) and analyzed through the lens of performance theory.

LARPs are performances that take place between imagination and embodied reality, with participants drawing on each realm to enrich the other. Consumption elements of LARP include media products and materials used in creating settings, costumes, and props. LARPers gain various benefits from the performance of fantasy, including escapist entertainment, self-reflection, personal growth, and participation in social criticism. Fantasy performance is, therefore, an important and under-theorized vehicle for consumer identity development and social interaction.

This research theorizes the experience of fantasy as a performance that takes place between reality and imagination. As such, it involves both embodied and social aspects that have largely been ignored in prior research. A richer theorization of fantasy performance promises greater insights into research areas including the dynamics of consumer identity projects and of consumption communities.

This research investigates how advergame design elements (fantasy vs realistic advergame experiences) may impact players' brand patronage (BP), under the influence of mediators (hot and cold brand relationship quality [BRQ]) and moderators (advergame reward system and brand personality).

This research comprises of a survey (study 1) and a lab experiment (study 2).

Study 1 shows that fantasy (reality) based advergame experience leads to brand patronage through strong mediation of hot (cold) BRQ and weak mediation of cold (hot) BRQ. Introducing a utilitarian (hedonic) advergame reward system positively moderates the effect of fantasy (reality) based advergame experience on cold (hot) BRQ. Study 2 shows that an advergame that elicits fantasy (realistic) experience and offers hedonic (utilitarian) rewards for a brand having affective (vs cognitive) brand personality strongly impacts hot (cold) BRQ.

This research is an effort to understand how gamification as leisure information systems may be used to create gamers' advergame experiences that elicit BP by strategically designing advergame reward systems specific to brand personality types.

The purpose of this paper is to contribute a constructionist perspective to debates in the strategy literature about the ways in which managers conduct strategy work. The authors build on observations that fantasy plays a central role in strategy work and aim to focus on the ways in which fantasies of self and other operate in the identity work of participants in the process of developing strategy.

The study presents an inductive approach based on extended participant observation in two different organizations. Each engagement lasted about three years and the analysis is based on data gathered in meetings, workshops, focus groups, interviews and other informal settings.

The paper presents four different types of fantasy, which were observed in the data set. These fantasies are labeled: helpful pairing; the arms race; the eternal optimist and the merchant of doom. It is also suggested that there are three useful dimensions that might be used to unpack the ways in which fantasies operate. These are role playing and role taking; temporal place and associated value; the relationship between fantasy and evidence.

The authors propose that future research on strategy should entail an understanding of the role of fantasy in what people say and do.

The paper offers four types of fantasy construction as a contribution to the extant literature and three analytical dimensions which can be used to consider the ways in which fantasy operates in the identity work of strategists.

TikTok social media app has become one of the most popular forms of leisure and entertainment activities, but how hedonic consumption experiences (comprising fantasy, escapism, enjoyment, role projection, sensory, arousal and emotional involvement) of the TikTok app determine users' intention to use the app and its resulting impact on the actual usage behavior remains limited in the information systems literature, especially featuring the hedonic consumption perspective in entertainment industry.

This study employs uses & gratification theory to answer the “why” via predicting the role of hedonic consumption experiences that serve as gratifications to trigger technology acceptance behavior (especially, in form of users' behavioral intention to use the TikTok app and its further impact on usage behavior). This study utilizes the partial least squares-structural equation modeling approach to perform data analyses on 258 TikTok app users.

Our results provide a strong support such that users' playful consumption experiences (i.e. escapism, role projection, arousal, sensory experience and enjoyment) positively influence their intention to use the TikTok app and its resultant effect on users' actual usage of the app. In contrast, fantasy and emotional involvement fail to influence users' intention to use the TikTok app.

To the best of our knowledge, our investigation is one of the first studies to apply the hedonic consumption experiences as potential gratifications that derive users' intention and its subsequent influence on the actual usage of the TikTok app. Our study results would assist marketing and brand managers to redefine approaches and tactics to create effective strategies that implement essential determinants to increase behavioral intention among entertainment service providers.

Due to the outbreak of COVID-19, the hotel industry has launched various marketing promotions to survive in business, such as those promoting the idea of “staycations.” This study aims to explore what drives millennials’ staycation consumption and experiential components of staycation experiences during the coronavirus pandemic.

Taking a qualitative approach, semistructured in-depth interviews were conducted with a total of 25 participants who were millennials living in Hong Kong. Content analysis of the textual data was performed.

This study reveals that millennials’ staycation consumption is derived from the challenges they face in reality (disillusion of travelling) and from their own fantasy (illusion of travelling). Millennials’ staycation experience dynamically comprises their physical and cognitive activities, social interactions and emotional responses, whereby they gain a feeling of extraordinariness combined with the ordinariness of familiar surroundings.

This study contributes to the staycation-related literature by untangling the dynamics of millennials’ staycation experience. In the COVID-19 situation, millennials’ staycation experience entails feelings of both ordinariness and extraordinariness, in which they actualize their fantasy of travelling.

In a bid to gain millennials’ interests in the post-COVID-19 era, hotel management needs to continue designing Instagrammable rooms/amenities and developing variously themed packages by collaborating with local brands and nearby attractions.

This study contributes to the limited literature on staycations in hospitality by revealing the structure of staycation experience during the COVID-19 pandemic and future behavior toward staycations, especially from millennials’ perspective.

This paper has three purposes. The first is to introduce the concept of fantasy, based on Lacanian pyschoanlysis, in order to link theoretically the role of narrative and affect in organizational strategies of control. The second is to use this concept to illuminate the fantasmatic as well as ideological character of so‐called “market rationality.” The third is to reveal three dominant fantasies organizations draw on in an age of market rationality.

This paper is primarily a conceptual investigation into the ways Lacanian psychoanalytic theories can help link the phenomena of narrative and affect within strategies of organizational control and second, how this relates to current trends of market rationalism.

Drawing on a psychoanalytic register, the paper argues that organizational control strategies revolve around the presence of a fantasy which is comprised of a symbiotic stable fantasy promising psychological wholeness and an unstable fantasy threatening to prevent this achievement. Further, it reflects on how emergent notions of market rationality, analogous to themes of a “boundaryless” or “protean” career, draw on a particular anti‐organizational fantasies to affectively grip subjects within their values and practices. Three fantasies employed by organizations in an age of market rationalism were then identified.

In broader terms future research can turn to the concept of fantasy to better explain organizational control and ideological interpellation of employees, particularly in regard to concepts of narrative and emotion for this process. Specifically, this paper offers an innovative way to understand and investigate market rationality and changing cultures of organizations within the globalizing economy.

This paper offers the category of Lacanian fantasy for linking narrative and affect in managerial ideologies. Additionally it draws on Lacanian theory to provide a more coherent and theoretically sophisticated account of market rationality and organizational strategies countering this trend.

Problems related to sexual functioning have been reported in patients with anxiety disorders in general and panic disorder in particular. The past literature has shown the association of sexual conflicts of panic disorder patients with sadomasochism, and revealed the themes of: guilt, self-punishment, role of unconscious conflicts about sexuality, anger and separation. The purpose of this paper is to explore sexual conflicts in patients with panic disorder and their beliefs regarding guilt around sexual fantasies and dreams.

Interpretative paradigm and case study method was employed. For collecting data, semi-structured interviews were recorded, transcribed and subjected to within and cross-case analyses. Clarifying researcher’s bias and rich thick description were used for verification of data.

Cross-case analyses revealed themes of negative emotions, positive emotions and ambivalence. Negative emotions (i.e. guilt and anger) were experienced as threatening and harmful and caused distress to participants. Positive emotions, such as, satisfaction, pleasure and happiness were revealed in response to questions related to sexual fantasies, thoughts dreams, emotional attachment and sexual relations. Ambivalence was shown in response to questions related with reactions toward sexual fantasies, masturbatory practices, sexual relations and/or emotional attachment.

The participants of this study consisted of two self-selected individuals who had diagnosis of panic disorder with agoraphobia. The main limitation of the study is a small sample size comprising of men only. This research can provide grounds for more Asian studies in future especially by including females.

The findings point toward addressing sexual conflict in therapeutic intervention of panic disorder.

The findings have implications in society in expanding the awareness and knowledge about sexual conflicts in clinical population and general population suffering from anxiety symptoms.

This research study adds understanding of psychological issues in Pakistan’s socio-cultural context.

Virtual reality (VR) is of increasing interest to marketers because it can be used to explore and proactively shape long-term futures, co-create value with consumers, and foster consumer-brand engagement. Yet, to date, the field lacks a cohesive framework for approaching VR research; thus, the objective of this systematic literature review is to provide such a framework and highlight research opportunities.

First, after conducting a systematic literature review, we highlight VR themes instrumental to flow and propose a typology for VR research using realism-fantasy and immersion as dimensions. Next, we review the current state of empirical research for each quadrant. Finally, we synthesize research within each quadrant, specifying criteria and considerations for conducting research. In doing so, we propose an agenda for marketing research, centered on methodological, future studies, and consumer-related contributions.

VR themes instrumental to flow include the avatar, application quality, and interactivity. We find, contrary to some conceptualizations of VR, that all applications are capable of producing flow. Conflicting research and gaps are highlighted in the findings section and summarized in Table III. Additionally, while prior research seems to draw from findings of other VR applications in advancing knowledge in general, the results of the literature review suggest that VR applications should be treated uniquely. Finally, we propose highly immersive VR applications as more conducive to future studies research.

Scholars can utilize the findings to prioritize future research studies in marketing. By following the typology and research opportunities, scholars can advance marketing theory and enhance the external validity of research studies through VR applications.

Managers can utilize the findings to ascertain consumers and societies‘ responses to various marketing stimuli, with implications for product development, branding, retail/service experiences, adoption of new technologies, tourism, and many other domains. VR applications offer managers more ways of testing concepts and processes in realistic fashion without the costs and risks associated with more traditional methods.

The objective of this paper is to examine varying opportunities for VR research given flow and fantasy potential and to prioritize VR research.