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This study aims to explain briefly the history and the future of revenue and yield management, offering a graphical visual model to identify the main internal and external elements to be faced by revenue managers.

Stemming from what happened in the past, the authors predict the key elements in revenue management moving forward.

The authors discuss four notable emerging themes for a fertile revenue management application: organizational culture; dynamic pricing, both in terms of intertemporal price discrimination and inventory controls; personalized pricing; and distribution channels.

The paper offers informative knowledge to revenue managers and academics working in the area of strategic yield and revenue management.

This study encourages a quantum leap knowledge encouraging tourism researchers to measure actual behavior.

This study enhances the contribution of scholars to the achievement of Sustainable Development Goals; it is key to understand how to alleviate the distance between consumers’ intentions and behavior.

This study proposes a conceptual figure that shows how relative value, rationality and social desirability are the key determinants that hamper intentions in becoming behaviors.

This study encourages scholars to consider consumers’ perceptions and the relative value they attribute to sustainability in their decision-making and to conduct field studies that observe consumer behavior in the real world and measure not just the intentions, but what is actually happening.

为了提高学者们对实现可持续发展目标的贡献, 关键的问题是要了解如何减少消费者的意图和行为之间的距离。

我们想鼓励旅游研究人员测量实际行为, 成就一个飞跃性的知识。

我们提出了一个概念图, 显示了相对价值、理性和社会期望是如何成为阻碍意图变成行为的关键决定因素的。

我们鼓励学者们考虑消费者的看法和他们在决策中赋予可持续性的相对价值, 并进行实地研究, 观察消费者在现实世界中的行为, 不仅衡量意图, 更要衡量实际发生的情况。

Para mejorar la contribución de los estudiosos a la consecución de los Objetivos de Desarrollo Sostenible, es fundamental entender cómo se puede paliar la distancia entre las intenciones y el comportamiento de los consumidores.

Queremos impulsar un salto en el conocimiento que anime a los investigadores del turismo a medir el comportamiento real.

Proponemos una figura conceptual que muestra cómo el valor relativo, la racionalidad y la deseabilidad social son los determinantes clave que dificultan que las intenciones se conviertan en comportamientos.

Animamos a los estudiosos a tener en cuenta las percepciones de los consumidores y el valor relativo que atribuyen a la sostenibilidad en su toma de decisiones y a realizar estudios de campo que observen el comportamiento de los consumidores en el mundo real y midan no sólo las intenciones, sino lo que realmente ocurre.

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.

This study aims to compare the rating dynamics of the same hotels in two online review platforms (Booking.com and Trip Advisor), which mainly differ in requiring or not requiring proof of prior reservation before posting a review (respectively, a verified vs a non-verified platform).

A verified system, by definition, cannot host fake reviews. Should also the non-verified system be free from “ambiguous” reviews, the structure of ratings (valence, variability, dynamics) for the same items should also be similar. Any detected structural difference, on the contrary, might be linked to a possible review bias.

Travelers’ scores in the non-verified platform are higher and much more volatile than ratings in the verified platform. Additionally, the verified review system presents a faster convergence of ratings towards the long-term scores of individual hotels, whereas the non-verified system shows much more discordance in the early phases of the review window.

The paper offers insights into how to detect suspicious reviews. Non-verified platforms should add indices of scores’ dispersion to existing information available in websites and mobile apps. Moreover, they can use time windows to delete older (and more likely biased) reviews. Findings also ring a warning bell to tourists about the reliability of ratings, particularly when only a few reviews are posted online.

The across-platform comparison of single items (in terms of ratings’ dynamics and speed of convergence) is a novel contribution that calls for extending the analysis to different destinations and types of platform.

There is growing interest in the use of human-like social robots, able to undertake complex tasks whilst building consumer engagement. However, further exploration is needed on the optimal level of humanoid appearance for service robots. In particular, the literature is limited with respect to mitigating disconfirmed expectations for robots high in human-likeness. This paper aims to address this gap by testing the effect of robot appearance, disconfirmed expectations and warmth (vs competence) on customers’ responses.

The study adopts a mixed-method design by presenting a focus group (Study 1) that guides two laboratory experiments (Studies 2 and 3). Studies 2 and 3 test for the moderating effect of warmth (vs competence) and the mediating roles of perceived eeriness and disconfirmed expectations.

The findings show that a robot high (vs low) in human-likeness leads to higher negative customers’ responses, which is explained by disconfirmed expectations rather than perceived eeriness. However, when customers interact with a warm (vs competent) robot high in human-likeness, this negative effect vanishes.

The paper investigates boundary conditions and underlying mechanisms that affect customers’ experiences. Although the study adopts high realistic experiments, a limitation lies in not measuring customers’ actual behaviours in the field.

This study provides new insights on how the appearance and characteristics of social robots influence the consumers’ experience. By doing so, this study offers managers actionable insights (i.e. enhancing warmth) to lessen the risk of disconfirmed expectations.

The paper offers new explanations as to why human-like robots can generate negative responses from customers. Moving beyond the “uncanny valley” hypothesis, this study shows the key role of disconfirmed expectations in explaining consumers’ negative responses towards humanoid robots. Moreover, it sheds light on the moderating role of warmth (vs competence), which can mitigate such negative effects.

The intention of consumers to behave sustainably is not a reliable predictor of sustainable hospitality choices. This intention-behaviour gap represents one of the biggest challenges for marketers and environment-friendly businesses. To address this issue, this study aims to draw upon the intention-behaviour gap. The authors revise the sustainable hospitality literature to identify the limitations, to evaluate the extent to which the intention-behaviour gap is embedded in the hospitality literature and to provide practical guidance on how to move research forward in the sustainable hospitality field.

The authors adopted a five-step process to review and analyse 71 scientific papers published in 14 Hospitality Journals. The authors developed a descriptive overview of the literature showing the publications in this field over the years, the sustainability practices implemented by companies and consumers and the setting of the studies. Finally, the authors conducted a critical analysis of research in sustainable hospitality adopting the intention-behaviour gap lens.

Leveraging the descriptive overview and critical analysis, the authors offer four directions for future research to address the existing literature limitations. The authors encourage scholars to expand the scope of the research setting, investigate diverse sustainability practices, integrate existing knowledge on the intention-behaviour gap into sustainable hospitality research and combine traditional research methods with emerging technologies.

This study exposes the theoretical challenge of applying conventional behaviour theories to sustainable hospitality, prompting a call for framework re-evaluation. It offers practical insights, empowering researchers, marketers and policymakers to navigate and mitigate the intention-behaviour gap in sustainable hospitality.

The originality of this paper is underscored by its distinctive focus on the unique intention-behaviour gap within sustainable hospitality, coupled with a compelling call to re-evaluate traditional behavioural frameworks. It provides a roadmap for future research in sustainable hospitality, benefiting researchers, policymakers and marketers in promoting sustainable initiatives.

Customer willingness to pay (WTP) was initially set out to estimate the perceived value from a purchasing experience. However, purchasing decisions have changed as value co-creation has been increasingly applied in the hospitality industry. In adopting a service-dominant (S-D) logic lens, this paper aims to empirically test how co-creation affects WTP through customer engagement (CE).

The context for the empirical analysis is the Chinese market, one of the largest online purchasing markets that has been significantly transformed since the proliferation of co-creation. The study is a within-design online experiment with 488 Chinese participants. The analysis makes use of mediation models to evaluate the proposed mechanisms behind co-creation, CE and the moderated role of frequency of stay, and their impacts on WTP.

The data confirm the hypothesised positive impact of value co-creation on customer WTP. This impact is fully mediated by CE, i.e. CE is the mechanism behind a higher WTP propensity for co-created hotel rooms. Notably, the frequency of stay at a hotel, thus positively influencing WTP, does not have a moderated mediation effect on this relationship.

Limited research to date has investigated the price effectiveness of value co-creation in the hospitality context. This study contributes to the S-D logic and value co-creation discourses by testing the effectiveness of these concepts in relation to customer pricing decisions. This study empirically confirms the hypothesised model and provides recommendations for hospitality research and practice.

This paper aims to investigate how employees’ emotional competences affect customers’ responses in the context of emotional-driven and personalized services. Specifically, it proposes a model to analyze the influence of employees’ emotional competence on rapport, trust and loyalty toward the service employee and the company.

The empirical context to validate the proposed theory is the fitness realm. The sample comprises 296 clients from fitness personal training services. Data collection was carried out by means of personal surveys in three relevant fitness clubs in the city of Barcelona (Spain). The study uses partial least squares to test and validate the proposed theoretical model.

Employee emotional competence (EEC) directly affects personal loyalty, trust toward the service employee and rapport. However, higher levels of emotional skills are not significantly associated with loyalty toward the company. The results also suggest that trust significantly enhances loyalty. Interestingly, high levels of rapport between the service worker and the employee could even damage the level of loyalty toward the company.

Prior research documents that emotional intelligence enhances diverse positive customer outcomes, especially in emotionally charged interactions. Nonetheless, few studies have focused on analyzing how customers’ perceptions about services employees’ emotional skills are determining their attitudes and behavioral intentions. This study provides evidence on employee’s influences on consumer behaviors and outcomes, with a specific focus on EEC. It also sheds light on the unintuitive impact of customer employee rapport on loyalty toward the company.