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The purpose of this study is to demonstrate how decision-makers can enhance citizens’ sustainable disposal of e-waste through bin proximity and ad hoc communication. Specifically, the authors discuss a two-year research project that took place in Northern Italy, where the authors documented the number of products disposed of sustainably in four towns.

The project involved five main groups of stakeholders: i) four municipalities, ii) one social purpose organisation employing people with disabilities, (i.e. Andromeda), iii) one provider of bins (i.e. PubliCittà), iv) another social purpose organisation entity (i.e. Fondazione CRT) and v) the University of Portsmouth. After conducting three online pilot tests to confirm expectations of this study regarding how to enhance citizens’ sustainable disposal of e-waste, the authors have implemented the field pilot programme in a small municipality and successively in other three towns. Finally, the authors measured the impact of the programme on the actual recycling rate of citizens in the three target municipalities.

The authors found that the positioning of drop-off bins in such a way as to reduce the distance from as many households as possible, along with the use of communication that facilitates the understanding of information related to sustainable disposal schemes, can improve the sustainable behaviour of citizens. The sustainable disposal of exhausted batteries after the intervention improved by 135% on average in the three municipalities that adopted the disposal scheme (Saluggia, San Benigno Canavese and Santhiá). The disposal rate of toners and electronics increased by 204.0% and 318.75% (San Benigno Canavese) and 138.7% and 85.4% (Santhiá), respectively.

The authors believe it would be cautious to consider potential differences in terms of recycling cultures and facilities before implementing the programme in other countries.

The authors’ contribution shows decision-makers how to effectively design disposal schemes to enhance citizens' sustainable behaviour. The authors demonstrate how the thoughtful and responsible use of marketing levers can affect environmental sustainability and impact social development.

This paper has an actual impact on society by changing citizens’ behaviour, reducing harm to the environment and human well-being and supporting the inclusion of disadvantaged people in sustainability-oriented programmes.

The structured and equitable engagement of scholars with multiple stakeholders can lead to the co-creation of societal value and knowledge and improve the well-being of multiple stakeholders. The collaboration between academics and practitioners enables the definition of effective strategies by observing the actual behaviour of individuals (i.e. citizens) and offers a direct and measurable impact on society. The involvement of social purpose organisations reinforces the shared primary aim of achieving measurable social and environmental impact.

This study aims to investigate the implications, risks and challenges of data privacy due to the use of immersive technology in the hospitality industry.

The authors adopt a mixed-method approach. Study 1 is a focus group. The authors then provide external and ecological validity with a field experiment conducted with 139 hotel clients at a three-star continental European hotel.

Collecting biometric data results in unbalanced privacy compared to biographic data, as it diminishes individuals’ control over their data and grants organizations absolute power. This unbalanced privacy directly influences consumers’ willingness to disclose information, affecting their choice of hotels and access to services.

Hotels should redesign their strategies to accommodate heightened privacy risks with biometric data. This can be obtained by introducing systems that foster customer confidence in data usage and facilitate customers’ willingness to disclose biometrics through immersive technology or biographic data.

This study introduces unbalanced privacy as a unique state due to sharing biometric data. The authors propose a novel doctrine, the uncontrollable privacy paradox, which is a shift from the privacy paradox. The uncontrollable privacy paradox addresses the unbalanced privacy envisaged through consumer powerlessness in data management. This research addresses the literature gap on the privacy paradox by offering a broader perspective, including business, industry and mixed reality considerations.

The technology acceptance model (TAM) is a widely used framework explaining why users accept new technologies. Still, its relevance is questioned because of evolving consumer behavior, demographics and technology. Contrary to a research paper or systematic literature review, the purpose of this critical reflection paper is to discuss TAM's relevance and limitations in hospitality and tourism research.

This paper uses a critical reflective approach, enabling a comprehensive review and synthesis of recent academic literature on TAM. The critical evaluation encompasses its historical trajectory, evolutionary growth, identified limitations and, more specifically, its relevance in the context of hospitality and tourism research.

TAM's limitations within the hospitality and tourism context revolve around its individual-centric perspective, limited scope, static nature, cultural applicability and reliance on self-reported measures.

To optimize TAM's efficacy, the authors propose several strategic recommendations. These include embedding TAM within the specific context of the industry, delving into TAM-driven artificial intelligence adoption, integrating industry-specific factors, acknowledging cultural nuances and using comprehensive research methods, such as mixed methods approach. It is imperative for researchers to critically assess TAM's suitability for their studies and be open to exploring alternative models or methods that can adeptly navigate the distinctive dynamics of the industry.

This critical reflection paper prompts a profound exploration of technology adoption within the dynamic hospitality and tourism sector, makes insightful inquiries into TAM's future potential and presents recommendations.