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This research explores the antecedents of tourist satisfaction and revisit intention, especially in light of the post-pandemic environment that pushed tourism to the lowest level in the present decade. A comprehensive conceptual model based on the brand equity theory (BET) is developed, and interrelationships between brand heritage, community support and benefits, hedonism, culture, tourist satisfaction and revisit intention.

The data were collected from 670 tourists visiting one of the heritage destinations in southern India (Kanchipuram). After checking the psychometric properties of the survey instrument, the hypotheses were tested using path analysis and Hayes's PROCESS macros.

The results indicate that heritage brand of destination sites is positively associated with (1) tourist satisfaction and (2) tourist revisit intention. The findings also support the positive effect of attractiveness of products is positively related to tourist satisfaction, which in turn, is a significant predictor of tourist revisit intention. The findings also support that community support benefits moderating the relationship between heritage brand and attractiveness of products in heritage destinations tourist satisfaction.

This study has several implications for practicing managers engaged in maintaining heritage destinations. As this research highlights the importance of heritage brands of destinations in influencing tourist satisfaction, local communities and policymakers need to provide the necessary infrastructure and facilities at these destinations. Further, local entrepreneurs are motivated to invest in delivering products that attract tourists.

The conceptual model developed in this study, is first of its kind, to the best of the authors’ knowledge, that investigates the effect of hedonism (second moderator) moderating the relationship between tourist satisfaction and culture (first moderator) in influencing tourists to revisit their intention. In addition to direct relationships, the moderating role of community support and benefits, culture and hedonism makes a unique contribution to the bourgeoning literature on tourism especially in Indian context.

South Africa is the leading market for luxury goods in Africa – a fact evident from the statistics on luxury retail and the expanding footprint of international and local luxury brands. In a market that is dominated by prominent international brands, indigenous South African brands are seldom the subject of empirical research. This study addresses this gap by analysing the consumer-based brand equity (CBBE) of South African luxury fashion brands and its outcomes on the purchase/repurchase intention of consumers of South African luxury fashion brands.

The study adopted quantitative research methods and utilized survey questionnaires to acquire data from 130 respondents. Structural equation modelling was used in testing the proposed alternative hypotheses.

The study affirmed the relevance of Aaker's (1991) CBBE model for luxury goods in the emerging economy of South Africa. It established perceived quality and behavioural loyalty as significant predictors of brand equity while affirming the prevalence of hedonism and behavioural loyalty in South Africa's luxury fashion market.

The small sample size and the limited geographic scope of the study had a significant adverse impact on the broad application of the study's outcome. Furthermore, Aaker's (1991) CBBE model, while adequate, may have diminished the probability of a nuanced outcome.

This study advances the frontiers of interdisciplinary research by applying the marketing framework of CBBE to fashion studies in South Africa. The validated measurement scale, which emphasises the relevance of hedonism and behavioural loyalty in South Africa, may be useful for a similar study on luxury fashion brands in other emerging economies.

This study examines the factors that influence the ecotourist behavior of university students. The understanding of what motivates these students can inform future suggestions for strategies and actions in ecotourism.

The study was applied to university students of the University of Medellín, Colombia. It was an exploratory empirical study that surveyed a total of 696 students.

The results show that students with a positive attitude toward ecology tend to be interested in nature-related activities, therefore generating an intention to engage in ecotourism. The authors found that those who view ecotourism as an activity that promotes fun and happiness tend to engage more frequently in these activities.

This study is of great interest for research in motivational theory, specifically the analysis of personality profiles and how these relate to specific tourism behaviors. The findings of this study strongly suggest that those interested in the management and development of ecotourism should establish practices and programs that consider factors such as tourist segmentation, effective communication of the positive qualities of ecotourism and environmental stewardship involved in these activities.

Businesses embark on cause-related marketing (CRM) initiatives as a marketing strategy to fortify consumers' behavioural intentions. Prior research indicates that human values could be tapped to understand the consumers' responses to perceived organizational motives behind undertaking social cause initiatives. This research employs Schwartz's theory of human values to examine consumers' patronage intentions towards CRM-linked fashion products. Moreover, fashion leaders play a crucial role in the diffusion of the latest fashion and fashion trends. This research investigates by integrating human values and fashion leadership, offering insights into CRM-linked fashion consumption motives.

The overarching goal was to investigate the complex interplay between human values and female fashion leadership to predict CRM patronage intention (CPI). Hence, a large-scale research study on 2,050 samples was undertaken by adopting threefold partial least squares–multigroup analysis–artificial neural network (PLS-MGA-ANN) to establish and empirically test a comprehensive model.

This study is unique as it establishes and validates the relative or normalized importance placed on human values by fashion leaders, thereby predicting CPIs. The results revealed that women with high-fashion leadership and specific value types (benevolence, universalism, self-direction) are more likely to patronize CRM-linked fashion retailers. In addition, the findings validated that women with low-fashion leadership and specific value types (tradition, security, conformity) are more likely to patronize CRM-linked fashion stores.

The findings provide a valuable rationale to non-profit marketers, fashion marketing experts and practitioners to design customer value-based profiling and manage crucial CRM decisions.

This study attempts to answer how values and holiday preferences were shaped by the pandemic, how travellers view the future of tourism and how they are willing to contribute to potential changes. Furthermore, it examines the impact of socio-structural background factors, basic values and holiday preferences, and pandemic-related factors on the views of post-pandemic tourism.

A longitudinal online survey was conducted in which 155 frequent travellers were interviewed both before and during the pandemic about their values and holiday preferences, attitudes towards travelling during the pandemic, and their prospective views regarding tourism.

The findings revealed that values remained rather stable, but nature experiences, heritage tourism and beach offers gained more relevance when it came to holiday preferences. Concerning travellers’ expectations of future tourism, environmental concern was ranked higher than economic profit. However, those striving for self-direction, stimulation and city tourism offers stated to be less willing to restrict their travel behaviour in the future.

Although our study is just based on a convenience sample, the authors were still able to address notable research gaps. First, because a longitudinal design was selected, it was possible to investigate any potential transitions in basic values and travel style and trace these changes back to the pandemic. Second, thanks to a sophisticated online survey, all concepts could be measured with well-developed scales, which increased the quality of the measurements and led to stable results. Third, young travellers can be considered proponents of future travel styles. Their way of acting and thinking about future tourism could significantly impact the prospective direction of tourism.

This study makes a valuable contribution to changing holiday preferences and provides useful insights for the tourism industry about travellers’ willingness to change their travel behaviour.

Since this study primarily considers human values and socio-structural factors, the findings are of particular interest from a sociological perspective and are also interpreted from this viewpoint.

This study is one of only a few longitudinal studies focusing on holiday preferences and shifting values during COVID-19 and attempting to detect crucial drivers of potential tourism transformations in terms of perceptions from the demand side.

The objective of this study is to understand how Arab entrepreneurs in Israel redress the disadvantage of the intersectionality of place and race by setting up their businesses in markets beyond their ethnic enclaves as well as by pursuing opportunity entrepreneurship and the role human values play in this process.

Using the portrait value questionnaire, a survey of Arab entrepreneurs in Israel was conducted. Multiple linear regressions were run to generate the findings.

The authors find that educated and non-conforming Arab men in Israel, driven by stimulation and universalism, successfully neutralise the intersectional disadvantage of place and race through entrepreneurship.

Care is advised in the generalisation of findings of this research to other intersectional communities as they emerge from the unique context of Arab entrepreneurs in Israel.

Education, stimulation and universalism facilitate entrepreneurial success beyond Arab ethnic enclaves whereas conformity suppresses it.

With the right attributes and values, marginalised individuals can emerge from the disadvantage of the intersectionality of place and race.

The study advances the intersectionality discourse from “what it is” and “what it does” to “what can be done about it”. It identifies the attributes and values that help Arab entrepreneurs in Israel to remedy their intersectional disadvantage.

This study aims to examine differences in the perceived value of luxury as drivers of luxury purchase intentions between individualist and collectivist cultures (at a country level) and consumers of Muslim versus Christian religious backgrounds. Moreover, this study investigates how consumers’ acculturation to the global consumer culture (AGCC) impacts their perceived luxury values.

The authors conducted two online survey studies. The first study compares Muslim consumers in Kuwait versus Muslims consumers in the UK. The second study compares the UK Muslim sample to a UK Christian sample. The authors collected data from 600 and 601 respondents, respectively. Partial least square structural equation modeling was used to test this study’s research hypotheses.

The perceived personal values of luxury primarily drive consumers’ luxury purchase intentions. The hedonic value of luxury impacts luxury purchase intentions significantly more for Muslims in the UK than in Kuwait. No significant differences were observed between religions. Consumers’ AGCC exerts a positive impact on all included perceived luxury values and more strongly impacts perceived uniqueness for Muslims than for Christians.

The paper builds on an integrative luxury values framework to examine the impact of luxury values on consumers’ purchasing intentions by studying the moderating effect of culture and religion on these relationships. The study is partly set in Kuwait, an understudied country, and investigates a Muslim minority in the UK.

To understand differences in visitors' travel motivations, this study investigates the relations between personal values and travel motivations as well as the moderating effects of visit experience, age and gender on values–motivations relations among Australian visitors visiting Indonesia.

The multigroup confirmatory factor analysis (MGCFA) was performed using Analysis of Moment Structures (AMOS) to assess the constructs' validity across groups (potential vs repeat visitors; younger vs older visitors; male vs female visitors). A group model comparison thus was run in the multigroup analysis to test whether any differences in values–motivations relationships were significant across the groups.

This study shows that travel motivations are associated with values in a systematic way, and values–motivations relations can vary by age, gender and visit experience. Specifically, self-enhancement values are associated with escape-seeking motivation and conservation values are associated with assurance-seeking motivations. Whilst, there is no associations found between openness to change values and novelty-seeking motivations and between self-transcendence values and interaction-seeking motivations. Further, values influence travel motivations for potential but not repeat visitors and for younger but not older visitors.

Tailoring marketing strategies to align with visitors' personal values and travel motivations is crucial. Further, acknowledging the moderating influences of visit experience, gender and age in values–motivations relations enables destination marketers to create more effective and targeted approaches for diverse demographic groups in marketing, promotions and destination development.

This study for the first time provides a better explanation on how the travel motivations are formed in relation to values, age, gender and visit experience.

Fashion brands are one of the strongest means of expressing consumers identity. This study explores and empirically validates the concepts of brand love and hate for masstige fashion brands from the purview of emerging markets. This study deciphers three components of masstige fashion brand promise through the lens of hedonic identity, uniqueness and expected social gains for the affluent middle-class consumers. The model is complemented by the impact of environmental and society’s well-being.

Empirical evidence was obtained through an online survey in India. Total of 222 complete responses were used to test hypotheses by fitting a model with the partial least squares algorithm.

Fashion brand love is triggered by consumers’ hedonic identity and expected social gains. Brand hate is fuelled by environmental and societal well-being concerns, expected social gains and uniqueness. Theoretical contribution is threefold: First, the relevance of social and environmental consequences reflecting consumers’ accepted responsibility for their masstige consumption is introduced. Second, the study deciphers the emotions related to masstige brand love and brand hate for emerging market’s affluent middle-class. Third, empirical results contribute to the ongoing discussion on whether brand hate and love are two distinct concepts or collapse to be two extremes of one and the same continuum.

Middle-class consumers in India are strict in their avoidance and rejection of the lower classes’ preferred fashion brands. Targeting must consider the social classes hierarchy. Marketing-mix design, particularly prices and distribution networks, need to enable a distinction between the social classes.

Masstige fashion brand love and hate turn out to be two distinct constructs that co-exist rather than being two extremes of one and the same dimension.

Indian middle-class consumers satisfy their need of environmental and social caretaking by avoidance and brand hate but continue to choose masstige brands to demonstrate social status and are not modernizing their traditional accumulative materialism.

This study aims to offer insights into a sounder understanding of tourist behavior and travel patterns by systematically identifying psychological manifestations reflected in the basic human value system in the pandemic-induced environment.

A large random sample (49,519 respondents from 29 European countries), generated from the core module Round 9 of the European Social Survey, was used. A post-COVID-19 psychological travel behavior model was constructed by using 12 variables within two opposing value structures (openness to change versus conservatism), shaping specific personalities.

Four types of tourists were identified by using K-means cluster analysis (risk-sensitive, risk-indifferent, risk-tolerant and risk-resistant). The risk-sensibility varied across the groups and was influenced by socio-demographic characteristics, economic status and even differed geographically among nations and traveling cultures.

First, data were collected before the pandemic and did not include information on tourism participation. Second, the model was fully driven by internal factors – motivation. Investigation of additional variables, especially those related to socialization aspects, and some external factors of influence on travel behaviors during and after the crisis, will provide more precise scientific reasoning.

The model was upgraded to some current constructs of salient short-term post-COVID-19 travel behavior embedded in the core principles of universal human values. By separating specific segments of tourists who appreciate personal safety and conformity, from those sharing the extensive need for self-direction and adventure, the suggested model presents a strong background for predicting flows in the post-COVID-19 era.