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The psychological foundations of consumers’ reasons for product choices are analyzed in the field of marketing. The purpose of this research is to identify the implicit reasons for white meat consumption in the UK and Turkey.

In the scope of the means-end chain theory, in-depth interviews were conducted with individuals, and the reasons for consumers’ product preferences were revealed by moving from concrete to abstract.

It has been determined that the white meat consumption of Muslims in the UK is primarily shaped by their religious approach. In Turkey, on the contrary, both consumption patterns and reasons for preference are changing. It has been found that white meat consumption is associated with values such as security needs, satisfaction with life, self-fulfillment and happiness.

This research has contributed to the marketing literature by examining consumers’ implicit consumption reasons for white meat in the context of religion and culture.

Marketing strategies should focus on building trust in halal certification, particularly in the UK. Brands should associate their promotion strategies with feelings of security and happiness, which are associated in the minds of consumers.

This study is a new study in terms of revealing the connotations of consumers about consuming chicken and fish and showing the implicit needs that the brands can emotionally associate with.

This study, a conceptual paper, analyses the growth of curation in tourism and hospitality and the curator role in selecting and framing products and experiences. It considers the growth of expert, algorithmic, social and co-creative curation modes and their effects.

Narrative and integrative reviews of literature on curation and tourism and hospitality are used to develop a typology of curation and identify different curation modes.

Curational techniques are increasingly used to organise experience supply and distribution in mainstream fields, including media, retailing and fashion. In tourism and hospitality, curated tourism, curated hospitality brands and food offerings and place curation by destination marketing organisations are growing. Curation is undertaken by experts, algorithms and social groups and involves many of destination-related actors, producing a trend towards “hybrid curation” of places.

Research is needed on different forms of curation, their differential effects and the power roles of different curational modes.

Curation is a widespread intermediary function in tourism and hospitality, supporting better consumer choice. New curators influence experience supply and the distribution of consumer attention, shaping markets and co-creative activities. Increased curatorial activity should stimulate aesthetic and stylistic innovation and provide the basis for storytelling and narrative in tourism and hospitality.

This is the first study of curational strategies in tourism and hospitality, providing a definition and typology of curation, and linking micro and macro levels of analysis. It suggests the growth of choice-based logic alongside service-dominant logic in tourism and hospitality.

Building on associative priming, anthropomorphism and biophilia theories, this study aims to explain that a natural–organic (that shows a natural object) and an anthropomorphised natural–organic logo (that shows an anthropomorphised natural object) both act as primes and imbue specific product value perceptions, which subsequently influence willingness to pay a premium price when products have not been used by or are unfamiliar to consumers.

Two between-subjects experiments were conducted with different products (one with real, but unfamiliar to consumers brand and another with a fictitious brand). Structural equation modelling was used to test the hypotheses.

Experimental studies showed that natural–organic logos evoked stronger utilitarian (functional and economic) value perceptions, which triggered greater willingness to pay a premium price compared to anthropomorphised natural–organic logos. The effect of hedonic (emotional and novelty) values on willingness to pay a premium price was stronger when an anthropomorphised natural–organic logo was used.

This research offers novel theoretical contributions highlighting the importance of careful logo design to imbue desired value perceptions when products have not been consumed or trialled.

Anthropomorphised natural–organic and natural–organic logos can provide different benefits to brand managers and can be used strategically to form desired value perceptions before products are consumed. Brands that wish to enhance premium pricing via hedonic values should consider using an anthropomorphised natural–organic logo. Natural–organic logos may be more suitable for brands that want to emphasise superior utilitarian values.

To the best of the authors’ knowledge, this research provides the first empirical assessment of the differential effects of the two forms of natural–organic logos on value perceptions and willingness to pay premium price.

The purpose of this study is to identify and understand distinct tourist segments in Phuket, focusing on their characteristics, attitudes and perceptions as visitors to a creative gastronomic destination.

In this study, cluster analysis is used to identify tourist segments in Phuket, a well-known United Nations Educational, Scientific and Cultural Organization (UNESCO) gastronomic city. The analysis is based on data collected from 525 domestic Thai tourists.

Cluster analysis revealed three distinct tourist segments: gastronomy enthusiasts, taste discoverers and gourmet wanderers. These segments exhibit significant differences in their characteristics and perceptions of Phuket’s gastronomic offerings.

This study is limited to domestic Thai tourists in Phuket and does not include international visitors. In addition, the findings are specific to the context of Phuket and may not be entirely generalizable to other gastronomic destinations.

The identified tourist segments provide valuable guidance for tourism professionals to tailor their marketing efforts, develop targeted products and meet the preferences of different gastronomically oriented tourists, contributing to the successful management of a gastronomic city.

This study contributes to the fields of destination management and gastronomy tourism by providing valuable insights for practitioners seeking to enhance their offerings and consider the preferences of different gastronomically oriented tourist segments. Identifying these segments enriches the understanding of visitor behavior in creative gastronomy cities.

This study aims to investigate the influence of perceived luxuriousness on consumers’ revisit intentions via the mediating effects of positive and negative emotions based on the Stimulus-Organism-Response (SOR) model. In this context, “luxuriousness” specifically refers to the richness of furnishings, including the visual allure of aesthetic design and the surrounding cues.

A quantitative approach using a survey method is employed to analyse the collected 289 data from consumers of bubble tea. Partial least squares structural equation modelling is chosen as the main analytical approach to examine the research model.

The results showed that perceived luxuriousness has a significant positive influence on positive emotion and a significant negative influence on negative emotion. Furthermore, positive emotion positively affects revisit intentions, whereas negative emotion negatively affects revisit intentions. Positive emotion mediates the relationship between perceived luxuriousness and revisit intentions, but negative emotion does not.

In terms of theoretical contributions, this study contributes to the SOR model by exploring the influence of perceived luxuriousness on revisit intentions via the mediating effects of emotions in the bubble tea context, which has not been previously examined by past studies. In terms of managerial implications, this study provides insights into how to leverage the element of luxury to encourage consumers to revisit bubble tea stores.

This study aims to investigate how art events can enrich novice visitors by transforming their practices.

This research uses an interpretive case study of the art exhibition “1/1/1/1/1” in the Oppenheim gallery in Wroclaw. It draws on multiple sources of evidence, namely, novice visitors’ interviews, observation including photo studies and content analysis of art-makers’ mediation sources. This study is an example of contextual theorizing from case studies and participatory action research with researchers as change agents.

The evidence highlights that aesthetic values and experiences are contextual to practices and are transformable into other values. The findings illustrate the role of practice theory in studying how art-makers inspire the transformation of practices, including values driving the latter.

The findings provide implications for transformations of co-creating contextual values in contemporary visual art consumption and customer experience management.

Practical implications to arts organizations are also provided regarding cultural mediation conducted by art-makers. Exhibition makers should explain the meanings of the particularly visible artefacts to allow visitors to develop a congruent understanding of the meanings. The explanations should not provide ready answers or solutions to the problem art-makers suggest to rethink.

The social implication of our findings is that stakeholders in artistic ventures may undertake adequate, qualified and convergent actions to maintain or transform the defined interactive practices between them in co-creating contextual aesthetic values.

The study provides new insights into co-creating values in practices in the domain of contemporary art exhibitions by bringing the practice theory together with an audience enrichment category, thus illustrating how novice visitors get enriched by transforming their practices led by contextual values of “liking” and “understanding”.

This study aims to explore tourism live streamers’ motivations of sharing their travel experiences based on the grounded theory.

The use of purposive and snowball sampling methods was used to conduct 22 in-depth semi-structured interviews. The manuscript was analyzed based on the grounded theory.

This study identifies five tourism live streamers’ motivations of sharing their travel experience, including information sharing, entertainment, self-presentation, monetary incentives and socialization. Information sharing and entertainment are identified as the most important motivations of travel livestreaming (TLS) among the motivations. Monetary incentive is identified as a new motivation for tourism live streamers compared to other social media users.

This study provides valuable suggestions for livestreaming platforms and tourism product providers to attract more tourism live streamers and better serve them.

To the best of the authors’ knowledge, this is one of the first studies to offer empirical findings and discussions on tourism live streamers’ motivations of sharing their travel experiences.

本研究旨在基于扎根理论探讨旅游直播主分享旅游体验的动机。

使用目的性和滚雪球抽样方法进行了22个深入的半结构化访谈。 本研究采用扎根理论对数据进行分析。

本研究发现了五种旅游直播主分享旅游体验的动机, 包括信息共享、娱乐、自我展示、金钱激励和社交。信息共享和娱乐被认为是旅游直播最重要的动机。与其他社交媒体的用户相比, 货币激励被认为是旅游直播的新动机。

本研究为直播平台和旅游产品提供商提供有用的建议, 以吸引更多的旅游直播者并更好地为他们服务。

这是对旅游直播主分享旅游体验的动机提供实证研究结果和讨论的首批研究之一。

este estudio tiene como objetivo explorar las motivaciones de los transmisores en vivo del turismo para compartir sus experiencias de viaje según la teoría fundamentada.

Des méthodes d'échantillonnage raisonné et boule de neige ont été utilisées pour mener 22 entrevues semi-structurées approfondies. Le manuscrit a été analysé sur la base de la théorie ancrée.

este estudio identifica las motivaciones de cinco transmisores en vivo del turismo para compartir su experiencia de viaje, incluido el intercambio de información, el entretenimiento, la autopresentación, los incentivos monetarios y la socialización. El intercambio de información y el entretenimiento se identifican como las motivaciones más importantes de la transmisión en vivo de viajes (TLS) entre las motivaciones. El incentivo monetario se identifica como una nueva motivación para el transmisor en vivo del turismo en comparación con los usuarios de otras redes sociales.

este estudio proporciona sugerencias útiles para que las plataformas de transmisión en vivo y los proveedores de productos turísticos atraigan a más transmisores turísticos en vivo y les brinden un mejor servicio.

este es uno de los primeros estudios que ofrece hallazgos empíricos y debates sobre las motivaciones de los transmisores en vivo del turismo para compartir sus experiencias de viaje.

Although virtual worlds, such as the Metaverse, can disrupt the hospitality sector, few empirical investigations have critically evaluated the scope and scale of this disruption from an industry perspective. This study aims to rectify this knowledge gap by exploring the opportunities and challenges of the Metaverse as seen by hospitality professionals.

This is a Delphi study conducted with UK-based senior hospitality industry practitioners experienced in designing and implementing digital innovations within their organisations.

The Metaverse is most likely to be adopted by hospitality organisations willing and able to take risks, such as large and/or chain-affiliated enterprises. The Metaverse will not replace traditional hospitality services but supplement and enhance them with new layers of service. The main applications are in the context of events and experiences. The Metaverse will also provide the “try before you buy” option, revealing the opportunities to design digital twins of physical businesses. Young and technology-savvy individuals are most likely to first adopt the Metaverse. The key challenges of the adoption are attributed to the technological unpreparedness of hospitality organisations; market immaturity; inflated customer expectations; a skills gap among hospitality employees; and regulatory issues. These challenges require the engagement of various stakeholders to create an operational and monitoring framework for hospitality organisations to embrace the Metaverse.

This study highlights how the Metaverse can disrupt the hospitality industry at the level of strategic planning and business operations.

To the best of the authors’ knowledge, this is one of the first empirical investigations of the potential of the Metaverse from the viewpoint of hospitality industry practitioners.

Restaurants are challenged to secure attraction attributes that provide motives, satisfaction and experiences for guests. The social interaction between server and guest can provide. Our case study aims to examine the perspectives of hospitality executives towards showmanship and server performances in restaurants to enhance servicescape and elevate guest experiences.

A literature review examined employee showmanship as part of the cocreation of gastronomic experiences and servicescape. Additional data were obtained from semi-structured interviews with 15 hospitality executives affiliated with Macao’s integrated resorts (IRs), and the information was examined using thematic analysis.

The study outcomes showed management support for showmanship performed by servers or chefs in cocreating immersive memorable dining experiences and social media and user-generated content (UGC). This was perceived to distinguish a restaurant from the competition. However, server talent and showmanship interaction with guests must be well managed, and bundled with additional restaurant servicescape attributes.

The comments from hospitality management provide key insights towards implementing and maintaining showmanship which will involve resource challenges including server artisan talent and restaurant design.

Server showmanship social interaction and value cocreation with guests are rarely discussed, although a key part of guest restaurant motivation and in creating an immersive experience. We address the limited understanding of hospitality management assessment towards developing showmanship, providing practical perspectives to assist restaurant and bar management to integrate and develop showmanship to enhance customer dining experiences.

Posting and sharing about food on social media has surged in popularity amongst younger generations such as Millennials and Generation Z. This study aims to analyse and compare food-tourism sharing behaviour on social media across generations. First, this study specifically investigates the factors influencing the intention to share food experiences on social media; second, it examines the impact of sharing intention on actual behaviour and loyalty; and third, it determines whether Millennials and Generation Z differ in these relationships.

A survey was carried out of Millennial and Generation Z travellers who shared food experiences on social media. Structural equation modelling (SEM) and multi-group analysis were performed to examine the cause-and-effect relationship in both generations.

The findings reveal differences in motivation, satisfaction, sharing intention, sharing behaviour and loyalty between generations (Millennials and Generation Z).

This study contributes to the literature on the antecedents of food-sharing behaviour in online communities by indicating factors that influence the sharing of culinary experiences and brand or destination loyalty across generations. Suggestions for future research include exploring online food-sharing behaviour through cross-cultural comparisons in various regions.

As Millennials and Generation Z will expand their market share in the coming years, the findings of this study can help improve marketing strategies for culinary tourism and generate more intense food experiences for both generations.

The outcome of the research provides new insights to develop a conceptual model of food-sharing behaviour and tourism on social media by drawing comparisons across generations.