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Tourists’ resource integration both offers opportunities and presents challenges to tourism service providers. Focussing on the tour guide perspective, the purpose of this paper is to explore how tour guides experience knowledge/information-based asymmetry in encounters with tourists and identifies the roles and coping strategies used by guides to facilitate service co-production.

Critical incident technique is used in qualitative interviews with 47 tour guides in Scotland, broadly representative of the Scottish tour guiding context. 107 critical incidents were analysed, with an average of 2.32 incidents per interview. Narrative analysis of the incidents was performed inductively in four iterative steps using QSR NVivo.

Three resource asymmetry incident categories are identified: probing – Guide-Oracle is questioned by inquiring tourists and copes through diverting, evasion, and follow-up strategies; learning – Guide-Magpie learns from expert tourists through acknowledging and co-delivery; and negotiation – Guide-Diplomat with greater knowledge helps misguided tourists save face through appeasing, following the official line and tactfully correcting.

The paper contributes to service co-production research in tourism by theorising about contexts where knowledge/information asymmetry exists between tour guides and tourists, particularly where fluid power relations between guides and knowledgeable tourists occur or where misguided tourists co-produce the service by prioritising own meanings. Findings highlight the importance of soft skills and other non-content capabilities of guides, and suggestions are offered for effective training and resource sharing/ learning initiatives for tour guiding services.

游客资源整合为旅游服务提供商提供了机遇, 同时也带来了挑战。本文以导游视角为重点, 探讨了导游在与游客接触中如何体验知识/信息不对称, 并识别了导游用于促进服务共同生产的角色和应对策略。

本研究采用关键事件技术（CIT）进行质性访谈, 对象为苏格兰的47名导游, 广泛代表苏格兰导游环境。分析了107个关键事件, 每次访谈平均2.32个事件。对事件的叙述分析在QSR NVivo中通过四个迭代步骤进行归纳性分析。

确定了三个资源不对称的事件类别：1）探询 - 导游-神谕被询问, 通过转移、回避和后续策略来应对询问的游客; 2）学习 - 导游-喜鹊通过承认和共同交付从专业游客中学到经验; 3）协商 - 导游-外交官以更多知识帮助误导的游客保全体面, 通过安抚、追随官方路线和巧妙纠正来应对。

本文通过理论化导游和游客之间存在知识/信息不对称的情境, 特别是在导游和知识丰富的游客之间存在流动权力关系的情况下, 或者误导的游客通过优先考虑自己的意义来共同生产服务的情境, 为旅游服务的共同生产研究做出了贡献。研究结果强调了导游的软技能和其他非内容能力的重要性, 并提出了关于为导游服务提供有效培训和资源共享/学习倡议的建议。

La integración de recursos de los turistas ofrece oportunidades y presenta desafíos para los proveedores de servicios turísticos. Centrándose en la perspectiva de los guías turísticos, este artículo explora cómo los guías turísticos experimentan una asimetría basada en conocimiento/información en encuentros con turistas, e identifica los roles y estrategias de afrontamiento utilizados por los guías para facilitar la coproducción de servicios.

La técnica de incidentes críticos (CIT) se utiliza en entrevistas cualitativas con 47 guías turísticos en Escocia, ampliamente representativos del contexto de los guías turísticos escoceses. Se analizaron 107 incidentes críticos, con una media de 2,32 incidentes por entrevista. El análisis narrativo de los incidentes se realizó de forma inductiva en cuatro pasos iterativos utilizando QSR NVivo.

Se identifican tres categorías de incidentes de asimetría de recursos: 1) Sondeo: los turistas interrogan a Guide-Oracle y lo afronta mediante estrategias de desvío, evasión y seguimiento; 2) Aprendizaje: Guide-Magpie aprende de turistas expertos a través del reconocimiento y la entrega conjunta; y 3) Negociación: el guía-diplomático con mayor conocimiento ayuda a los turistas descarriados a salvar las apariencias apaciguándolos, siguiendo la línea oficial y corrigiendo con tacto.

El artículo contribuye a la investigación de la coproducción de servicios en el turismo al teorizar sobre contextos donde existe asimetría de conocimiento/información entre guías turísticos y turistas, particularmente donde ocurren relaciones de poder fluidas entre guías y turistas conocedores, o donde turistas equivocados coproducen el servicio priorizando propios significados. Los hallazgos resaltan la importancia de las habilidades interpersonales y otras capacidades de los guías no relacionadas con el contenido, y se ofrecen sugerencias para iniciativas efectivas de capacitación e intercambio de recursos/aprendizaje para los servicios de guías turísticos.

Artificial intelligence (AI) is transforming consumers' experiences and how firms identify, create, nurture and manage interactive marketing relationships. However, most marketers do not have a clear understanding of what AI is and how it may mutually benefit consumers and firms. In this paper, the authors conduct an extensive review of the marketing literature, develop an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships, identify research gaps and offer a future research agenda.

The authors first conduct an extensive literature review in 16 top marketing journals on AI. Based on this review, an AI framework for understanding value co-creation in interactive buyer–seller marketing relationships was conceptualized.

The literature review led to a number of key research findings and summary areas: (1) an historical perspective, (2) definitions and boundaries of AI, (3) AI and interactive marketing, (4) relevant theories in the domain of interactive marketing and (5) synthesizing AI research based on antecedents to AI usage, interactive AI usage contexts and AI-enabled value co-creation outcomes.

This is one of the most extensive reviews of AI literature in marketing, including an evaluation of in excess or 300 conceptual and empirical research. Based on the findings, the authors offer a future research agenda, including a visual titled “What is AI in Interactive Marketing? AI design factors, AI core elements & interactive marketing AI usage contexts.”

This study addresses how algorithmic recommendations and their affordances shape everyday information practices among young people.

Thematic interviews were conducted with 20 Finnish young people aged 15–16 years. The material was analysed using qualitative content analysis, with a focus on everyday information practices involving online platforms.

The key finding of the study is that the current affordances of algorithmic recommendations enable users to engage in more passive practices instead of active search and evaluation practices. Two major themes emerged from the analysis: enabling not searching, inviting high trust, which highlights the how the affordances of algorithmic recommendations enable the delegation of search to a recommender system and, at the same time, invite trust in the system, and constraining finding, discouraging diversity, which focuses on the constraining degree of affordances and breakdowns associated with algorithmic recommendations.

This study contributes new knowledge regarding the ways in which algorithmic recommendations shape the information practices in young people's everyday lives specifically addressing the constraining nature of affordances.

This paper aims to explore work interfering with family (WIF) and family interfering with work (FIW) as the mediators linking psychological resilience to happiness.

Data gathered from tour guides in Türkiye were used to test the aforesaid associations. In this paper, partial least squares structural equation modeling was performed to gauge the direct links and mediating impacts of WIF and FIW simultaneously in the link between psychological resilience and happiness.

Psychological resilience exerts a dual influence on WIF and FIW. Simply put, psychologically resilient tour guides balance their work demands with those of the family or vice versa and exhibit low levels of WIF and FIW. As hypothesized, WIF and FIW are the two mediating mechanisms relating psychological resilience to happiness.

It is important to create a family-supportive atmosphere where tour guides can avail themselves of family-friendly practices (i.e. family leave, flexible work schedules, breaks to be spent with family members after long tours and convenient working hours). Psychologically resilient tour guides, with the abovementioned practices, would experience alleviated conflicts between work and family roles and would therefore have heightened happiness.

Although the extant literature has presented plenty of empirical studies about the predictors and outcomes of WIF and FIW, evidence about the links of personal resources as third variables to WIF and FIW simultaneously is still scanty. In addition, there is no evidence linking personal resources such as psychological resilience to nonwork outcomes such as happiness through the mediating roles of WIF and FIW. This paper fills in these voids by gauging the links given above using data collected from tour guides, a population that has been subjected to limited inquiry in the WIF and FIW literature.

Given the importance of senior volunteers in an ageing society, this study aims to deepen the understanding of how seniors create well-being by volunteering as service providers in terms of motivations for volunteer participation and value co-creation/co-destruction in service provision.

Focussing on senior volunteers acting as service providers in the tourism sector, this study conducted a programme of qualitative research with 15 senior volunteer tour guides in Japan and the UK through the purposive sampling method. The data were analysed by the Gioia method to identify data structure and create a conceptual model.

Seniors start with a mixture of different motivations, not only symbolic and health ones. However, after a certain period of training, they become more aware of their volunteer role as service providers and may strive to maximise the benefits to their clients. The overall performance of such a role supports their well-being. They may also experience episodes of value co-destruction; such negative experiences may be overcome by building good relationships with their colleagues in the organisation.

The paper identifies organisational support ideas for senior service provider volunteers aimed at overcoming negative experiences and achieving well-being, in terms of training and improved communication between organisation members.

This study contributes to the transformative service research literature by constructing a model to showcase the relationship amongst expectations of volunteering as a service provider, service delivery and well-being creation. This paper also discusses the positive and negative effects of volunteer service delivery on senior volunteers' well-being.

The core emphasis of the paper is to inspect the relationships between managerial leadership, employee happiness and turnover intentions among academicians of private universities in Punjab.

The proposed study used a descriptive research methodology and a structured instrument to collect responses from individuals (n = 400) using a purposive sampling method. SPSS and partial least squares structural equation modeling (PLS-SEM) are applied to evaluate the data.

The outcomes disclosed that managerial leadership has a substantial effect on employee happiness (ß = 0.591, p < 0.05) and turnover intentions (ß = 0.566, p < 0.05). Besides this, it has been discovered that employee happiness mediates the association among managerial leadership and turnover intentions. The present research is among the few empirical findings that have examined academicians' perspectives on their turnover intentions in private universities.

By concentrating on effective managerial leadership and employee happiness, the analysis will be advantageous for human resource (HR) managers and authorities of private universities to strengthen academician retention. Therefore, the study adds something novel to the corpus of extant literature.

Social marketing and government policy are intertwined. Despite this, policy analysis by social marketers is rare. This paper aims to address the dearth of policy analysis in social marketing and introduce and model a methodology grounded in Indigenous knowledge and from an Indigenous standpoint. In Australia, a minuscule number of First Nations people complete doctoral degrees. The most recent, major policy review, the Australian Council of Learned Academies (ACOLA) Report, made a series of recommendations, with some drawn from countries that have successfully uplifted Indigenous doctoral candidates’ success. This paper “speaks back” to the ACOLA Report.

This paper subjects the ACOLA Report, implementation plans and evaluations to a detailed Indigenous Critical Discourse Analysis using Nakata’s Indigenous standpoint theory and Bacchi’s Foucauldian discourse analysis to trace why policy borrowing from other countries is challenging if other elements of the political, social and cultural landscape are fundamentally unsupportive of reforms.

This paper makes arguments about the effects produced by the way the “problem” of First Nations doctoral education has been represented in this suite of Australian policy documents and the ways in which changes could be made that would actually address the pressing need for First Nations doctoral success in Australia.

Conducting policy analysis benefits social marketers in many ways, helping to navigate policy complexities and advocate for meaningful policy reforms for a social cause. This paper aims to spark more social marketing policy analysis and introduces a methodology uncommon to social marketing.

This paper offers a reflection of a research process aimed at listening to young children's voices in their everyday school life through a play-based context in a Scottish school. Throughout the research process, the complexity of conducting this research was kept in mind as listening to children's voices presents methodological and conceptual difficulties and tensions. Reflecting on the research process after the data was collected, the process was critiqued using Deleuze-Guattarian ideas. The critique aims at opening and challenging each researcher, allowing them to think-again about the next research project aimed at listening to children's voices.

The research involved an observation study that took place over one week in a primary school in Central Scotland. As part of the educators' approach to play-based pedagogy, children had the opportunity to engage in free play throughout the day. Observations were chosen as the main approach to “capture” children's voices in their natural settings.

The empirical research brought forth two main ideas, that of children as agents, and how children amplify their voices through play. The reflective part offers the possibility of understanding the intensities and forces when conducting such research and the possibilities of engaging with these.

This paper offers a critique of research aimed at listening to children's voices. The aim is not to limit engagement in researching children's voices but to open, or make complex, such processes.

The purpose of this research is to inspect the perceptions of MBA students regarding learning through podcasts. The author's goals are to reveal the students' attitudes toward the use of podcasts as a key learning tool in a graduate academic course, to examine the learning efficacy in this mode of learning, to inspect students' opinions regarding flexibility in learning with podcasts and to examine whether there is a different reference to podcasts as a mid-term assignment vs podcasts as a substitute for lectures.

This paper examines the learning attitudes and effectiveness of postgraduate students in business administration toward combining podcasts as an e-Learning tool. This paper also explores the flexibility of this kind of asynchronous learning. Two types of podcasts for two different pedagogical purposes were examined in the study, one as a team mid-term assignment and second as recorded lectures. The main results of this study provide significant evidence that previous experience in listening to podcasts on the Internet has a significant impact on learning effectiveness, student attitudes and learning satisfaction while using this technology. In fact, this study establishes that students that are technologically oriented and have prior experience listening to podcasts learn more in the course, have positive attitudes toward podcast technology as a learning tool, have high learning effectiveness and are satisfied with the flexibility of the asynchronous learning process.

The findings state that both in the mid-term assignment and in the course lessons as students listened to podcasts more frequently and gained experience listening to podcasts on the Internet, the students expressed more positive views toward learning using this technology, the students' learning effectiveness was higher and the students were more satisfied with the flexibility made possible by using this asynchronous technology tool of e-Learning. Moreover, the results of the study clearly indicate a positive correlation between listening to the podcast lessons in the course and the effectiveness of learning both in the mid-term assignment and in classes.

This study has some limitations. First, the findings are limited by the relatively small sample, with graduate students in an MBA program, in a course from the field of technological entrepreneurship. Furthermore, in this study, the students had partial freedom to choose the podcast for the students' mid-term assignment from a specific well-known program in the field of entrepreneurship and were not free to choose podcasts from any site available on the Internet. Although this process guided the students to use podcasts from a quality podcast program, the process also reduced the students' choice to some extent.

Academic institutions must provide the appropriate technological infrastructure for the development, creation and recording of quality podcasts by lecturers for students, in addition to training lecturers to teach through podcasts as an integral part of e-Learning advanced tools. Furthermore, institutions must financially incentivize and educationally encourage lecturers to teach at least some of the content in the course using pre-prepared podcasts.

The author's first suggestion to lecturers that wish to use podcasts as learning resources is to familiarize themselves with the technology and resources available to introduce students to the basics of podcasting and to make the students aware of the podcast's benefits. Second, the study highly recommends to integrate podcasts into the teaching curriculum in academia as early as possible in the basic courses, before the students move on to advanced courses in undergraduate studies. In this way, students in advanced courses can make better use of this technology.

As far as the author knows, this is the first study that combined two types of podcasts used for two complementary pedagogical purposes in an academic course: the first, open and available online podcasts as part of a mid-term assignment and the second type of podcasts that are recorded audio lessons as a complete replacement for course lectures. Additionally, the study sharpens the understanding that students' previous experience with technology is of great importance to learning effectiveness, as well as positive opinions and high learning satisfaction.