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This study explores the effect of video assistant referee (VAR) sponsorship on spectator response and compares it with advertising and conventional sponsorship.

An experiment with 809 subjects is conducted by analyzing 20 one-minute video clip stimuli from a Premier League soccer game divided into four formats: two formats of VAR sponsorship, advertising, and conventional sponsorship.

The results show that the indicators of recall, credibility, and perceived congruence improve when the VAR sponsorship format is used.

This is the first manuscript to examine the effectiveness of a new type of sponsorship: VAR sponsorship. This manuscript provides metrics that will guide practitioners on whether to use this type of sponsorship.

While entrepreneurship has long been heralded for its positive contributions, there is a growing recognition of its “dark side,” characterized by unproductive, unethical and destructive actions. This exploratory literature review aims to illuminate the underexplored dark side of entrepreneurship, thereby enriching the discourse on entrepreneurship’s dual nature.

This study employs a robust mixed-method approach, integrating phenomenologically detailed co-citation bibliographic coupling with detailed thematic data and code-weaving. Science mapping tools like R-Bibliometrix and VOSviewer enhance the credibility of the findings by providing a sophisticated and reproducible methodological framework.

This review defines dark entrepreneurship, its characteristics, and its complexities. We introduced the “Dark Entrepreneurship Trinity”: Ethical Complexity, Institutional Navigation and Conflict Entrepreneurialship, with Institutional Navigation as the apex theme. It elucidates how this theme influences ethical dilemmas and operational strategies in conflict zones, illustrated through a diagram depicting their complex interrelations and dynamics.

The originality of this literature review lies in its comprehensive synthesis of the dark side of entrepreneurship. This review significantly contributes to the academic discourse by delineating a clearer picture of the destructive potentials of entrepreneurship. It compiles existing research, critically addresses the gaps and suggests future pathways for empirical studies.

This research proposes to organise and distil this massive amount of data, making it easier to understand. Using data mining, machine learning techniques and visual approaches, researchers and managers can extract valuable insights (on guests' preferences) and convert them into strategic thinking based on exploration and predictive analysis. Consequently, this research aims to assist hotel managers in making informed decisions, thus improving the overall guest experience and increasing competitiveness.

This research employs natural language processing techniques, data visualisation proposals and machine learning methodologies to analyse unstructured guest service experience content. In particular, this research (1) applies data mining to evaluate the role and significance of critical terms and semantic structures in hotel assessments; (2) identifies salient tokens to depict guests' narratives based on term frequency and the information quantity they convey; and (3) tackles the challenge of managing extensive document repositories through automated identification of latent topics in reviews by using machine learning methods for semantic grouping and pattern visualisation.

This study’s findings (1) aim to identify critical features and topics that guests highlight during their hotel stays, (2) visually explore the relationships between these features and differences among diverse types of travellers through online hotel reviews and (3) determine predictive power. Their implications are crucial for the hospitality domain, as they provide real-time insights into guests' perceptions and business performance and are essential for making informed decisions and staying competitive.

This research seeks to minimise the cognitive processing costs of the enormous amount of content published by the user through a better organisation of hotel service reviews and their visualisation. Likewise, this research aims to propose a methodology and method available to tourism organisations to obtain truly useable knowledge in the design of the hotel offer and its value propositions.