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The study’s purpose is to investigate the constraints and facilitators influencing skiing participation in Beijing. This research includes three segments based on the frequency of skiing participation (i.e. non-, low-frequency-, and high-frequency skiers). By doing so, the study offers an enhanced understanding of the Chinese skiing market and unveils insights assisting industry professionals to effectively address their customers' diverse needs and expectations.

An online survey was developed based on prior research and consisted of four sections: (1) skiing participation; (2) constraints; (3) facilitators; (4) demographics. Items in the constraint and facilitator scale were measured using a 7-point Likert scale. A total of 409 participants completed the survey. The participants included 137 non-skiers, 134 low-frequency skiers, and 138 high-frequency skiers.

Through an exploratory factor analysis, three constructs emerged: general constraints, facilitators and learning constraints. As expected, facilitators were a positive predictor of skiing participation. Importantly, the emergent construct of learning constraints was a negative predictor of skiing and yet, the construct of general constraints was insignificant. Furthermore, the three segments differ significantly in household status, income, and education level.

These results support previous research noting the relevance in skiing participation of the dimensions: facilitators and learning constraints. The findings point to the need for ski resorts in Beijing to offer instructional sessions for beginners so they may become familiar with skiing fundamentals and enhance their confidence, particularly among nonskiers and low-frequency skiers.

This paper aims to present a definition of social marketing that considers the purpose and role of social marketing beyond behaviour change.

The paper reviews present social marketing definitions and then bolsters its underlying theoretical structure with insights distilled from three schools of thought: macromarketing, transformative consumer research and the capability approach.

Guided by the three theoretical streams, we introduce our definition, namely: social marketing is the application of marketing principles to enable individual and collective ideas and actions in the pursuit of effective, efficient, equitable, fair and sustained social transformation.

We present a list of practical implications derived from our definition of social marketing. We stress that our social marketing definition better reflects the need to balance the effects (efficiency and effectiveness) and the process (equity, fairness and sustainability) of social marketing practices. By our definition of social marketing, the marketer becomes a facilitator and participant rather than a behaviour change agent.

The paper introduces into social marketing three streams of thought that represent the most contemporary aspects of economic, market and consumer philosophy. We believe our definition can better guide social marketing in its quest to transform societies to be capable, free, equitable, fair and sustainable.

This paper aims to investigate the role of qualified professionals acting as facilitators. These intermediaries can help to reduce information asymmetry between the manufacturer and the customer and to transfer knowledge to evaluate the quality of a product or service before use by the customer.

This study utilized a two-stage research design consisting of a qualitative study with semi-structured qualitative interviews. The results were used to conduct the second quantitative study using an empirical survey.

Using the information asymmetry and signaling theory, the facilitator in this study represents the partial receiver, whereas the manufacturer is the signaler, and the focus is on understanding the value and “signals” perceived by the receiver with respect to the manufacturer’s overall offerings.

The study provides a framework that highlights the main value driver categories that professional service providers consider important for value creation.

The emergence of metaverse banking services (MBS) enables customers to interact and socialise in a virtual environment. However, there is a lack of research on MBS adoption. This study aims to examine the key factors influencing customer behaviour in adopting MBS, with a specific focus on Pakistan as a developing country.

Semi-structured interviews were conducted with 22 Pakistani banking customers, and the resulting data were transcribed and subjected to thematic analysis using NVivo software.

This qualitative investigation into the determinants of MBS adoption encompasses a wide range of facilitators, inhibitors and customer resources. These findings ultimately contribute fresh perspectives to the field, challenging prevailing beliefs and offering new insights into the complex dynamics driving customer behaviour in the MBS context.

Since this study only focused on Pakistan with a limited scope, future studies on MBS adoption would benefit from a comparative analysis across several countries, especially in Asian nations.

This study advances our understanding of MBS adoption by revealing key determinants of customer intentions. Moreover, it offers actionable guidance for banking professionals, marketers and policymakers to navigate the implementation of MBS and unlock promising avenues for growth and innovation.

The first scholarly inquiry into MBS adoption seeks to expand extant knowledge by elucidating customers' viewpoints, thereby revealing novel insights into the key factors that influence customer behaviour within the MBS landscape.

The purpose of this paper is to examine the factors that might contribute to the ease with which marketing executives in UK charities who have been promoted to senior general management positions adjust to the occupancy of these roles.

In total, 37 individuals with functional marketing backgrounds currently holding top general management positions in large fundraising charities were interviewed using a frame-worked occupational autobiographic narrative approach. The research was informed by aspects of newcomer adjustment theory, notably uncertainty reduction theory.

Social and personal considerations were much more important determinants of the ease of assimilation into top management positions in charities than were technical job-related matters. Role ambiguity constituted the main barrier to smooth adjustment. Mentoring, planned induction programmes, the nature of a person’s past work experience and the individual’s social status critically affected how readily a marketer fitted into a top management role. Disparate sets of factors influenced different elements of managerial newcomer adjustment (role clarity, self-efficacy, and social acceptance).

As the participants in the study needed to satisfy certain narrowly defined criteria and to work in a single sector (large fundraising charities) the sample was necessarily small. It was not possible to explore the effects on operational performance of varying degrees of ease of newcomer adjustment.

Individuals promoted to top management posts in charities should try psychologically to break with the past and should not be afraid of projecting a strong functional professional identity to their new peers. These recommendations can be expected to apply to organisations in general which, like large charities, need senior management mentoring and induction programmes to assist recently promoted individuals from function-specific backgrounds; job descriptions for top management posts that are clear and embody realistic expectations; and “shadowing” and training activities for newly appointed senior managers with function-specific backgrounds.

The study is the first to apply newcomer adjustment theory to the assimilation of functional managers into more senior general management. It examines a broader range of potential variables affecting managerial newcomer adjustment than has previously been considered. Relevant issues are examined in the context of an important sector: fundraising charities.

Brandfests are conceptualized as marketer-initiated events that facilitate consumers’ individual and social engagements with brands. After its inception in the late 1990s, the concept of brandfests was quickly folded into the concept of brand community, leaving conceptual and strategic opportunities untapped. The purpose of the paper is to suggest a broadened conceptualization of brandfests based on the play theory and the notion of ludic interagency.

This paper includes a longitudinal study and ethnographic method.

Unlike previously studied brandfests, this context entails a low-involvement product, a brand that is not the focal point for participants, a broad range of market-facing enactors, shifting roles and the realization of multiple meanings and values for multiple enactors. The findings demonstrate that brand meaning and value can be constituted through ludic engagement of a broad range of market-facing enactors through a ludic spectacle such as a brandfest. Moreover, the authors find that this can go on outside the established spatial and temporal frames normally considered by the marketing literature.

This has implications for theories of emplacement (servicescape) and brand meaning actualization in terms of where, when and whom is involved in brand meaning actualization.

The paper develops four strategic propositions which broaden the type of brandfests that allow managers to define a range of potential strategies for engaging consumers and other enactors in a broader range of brandfests.

The paper reconceptualizes a dormant concept in the marketing literature to develop strategic implications based on the play theory. It challenges the prevalent centrality of the brand and consumer brand involvement.

Airlines play a significant role in the international tourism system, yet research on airlines, notably air crew, is scant. Given the frequency with which air crew travel to destinations, understanding of their memories and experiences can have significant insights for destination marketing and management. Destination marketers could look at using air crew as marketing mediums or as potential customers. This study aims to understand the memories and experiences of air crew in destinations and the factors that influence them.

A mixed methods survey was designed and distributed to 236 air crew of a Middle Eastern airline to explore what they remembered of destinations they visited what helped and hindered their ability to remember. The survey also assessed participants self-reported degree of mindfulness.

Results suggested that air crew determined themselves as mindful and had strong memories of the destination. Several notable hindrances were reported relating to their job; fatigue, short layovers and number of flights.

The main limitation of the study is the relatively limited depth with which participants described their experiences. The results from the study add insight to tourism businesses and governments for considering air crew or leveraging air crew as marketing mediums. The generalisability and applicability of mindfulness in other contexts have been offered.

Little research has explored the experiences or memories of air crew nor the relation of mindfulness to service providers. This research is among the first to address this gap to add theoretical and practical insight to this area.

This study aims to explore the use of a double diamond design method to engage the industry in a sector-wide response to the issues of food waste as constructed by consumers. This particular design method is achieved by an exploration of a collective intelligence-participatory design (CIPD) project to engage industry participants in understanding and responding to consumers’ perceptions of the role of packaging in reducing food waste.

Using the UK Design Council’s double diamond design method as a guiding conceptual principle, the project recruited industry participants from medium to large food businesses across various food categories. Two scoping workshops with industry were held prior to the initiation of a 12-stage project (n = 57), and then two industry workshops were held (n = 4 and 14). Eighty participants completed an online qualitative survey, and 23 industry participants took part in a Think Tank Sprint Series. The Think Tanks used participatory design approaches to understand barriers and opportunities for change within food industry sub-sectors and test the feasibility and acceptability of package designs to reduce consumer waste.

For CIPD to work for complex problems involving industry, it is vital that stakeholders across macro- and micro-subsystems are involved and that adequate time is allowed to address that complexity. Using both the right tools for engagement and the involvement of the right mix of representatives across various sectors of industry is critical to reducing blame shift. The process of divergence and convergence allowed clear insight into the long-term multi-pronged approach needed for the complex problem.

Participatory design has been useful within various behaviour change settings. This paper has demonstrated the application of the double diamond model in a social marketing setting, adding value to an industry-wide project that included government, peak bodies, manufacturing and production and retailers.

The purpose of this paper is to present an innovative reflexive process evaluation method for a social marketing programme featuring an innovative virtual reality (VR) simulation experience for adolescents.

A process evaluation framework focusing on three key elements – context, implementation and mechanisms of impact – was followed in this study. In total, 374 participants (mean age: 15.2 years, 58 per cent female) completed outcome evaluation surveys before and after the programme delivery, and 300 participants completed qualitative feedback forms following their participation in the VR component of the programme.

A process evaluation delivers insights beyond those attained in outcome evaluations, enhancing the understanding of factors contributing to programme success or failure that can be used to improve future programme iterations. The VR experience demonstrated high satisfaction scores with users, and the findings demonstrate the importance of a multi-disciplinary and industry partnered programme approach to support VR implementation and delivery.

This research demonstrates that additional learnings are obtained from a process evaluation. The findings are limited to one specific research programme, and the outcome effects of the VR simulation have not been assessed in isolation.

The methods outlined in this paper offer a process evaluation tool that can be used by marketers and other practitioners to reflect on programme success or failure to enhance core offerings.

The application of Moore et al.’s (2015) process evaluation framework delivers a reflexive research tool that can be applied to critically consider three key elements: context, implementation and mechanisms of impact of developed programmes. VR’s capacity to provide a satisfying and highly valued programme resource that participants value for its realistic, novel and immersive experiential learning experience was demonstrated.

The purpose of this study is to propose environmental efficacy as the perception of social, physical resource and temporal factors at one’s disposal that promote or impede behavior. In this exploratory study, four focus groups and a two-country survey provide support for a new environmental efficacy construct as an adjunct to self and response efficacies.

This research examines environmental efficacy within the context of workplace safety. The research engaged participants from four focus groups as well as a survey of 358 young Canadian males and 494 young American males to test the proposed construct.

First, qualitative responses from the focus groups supported environmental efficacy as a viable construct. Second, a factor analysis demonstrated environmental efficacy is distinct from self- and response efficacies. Third, regressions demonstrated that environmental efficacy predicts motivation to act, above and beyond self- and response efficacies.

As an exploratory study, only a limited number of scale items were included. The research was conducted within the workplace safety context, using young males, and the stimuli involved the use of fear appeals. These restrictions warrant additional research in the area of environmental efficacy.

This study suggests that further development of the environmental efficacy construct may offer social marketers a more effective means of identifying and addressing barriers to desired behavior change. Such a measure should allow social marketers to improve understanding of the importance of environmental forces.

This research introduces a novel concept, environmental efficacy, and demonstrates that it is a distinctive and useful concept for understanding motivation to act. This concept is potentially valuable to social marketers seeking to enhance the effectiveness of their programs. It offers a tool to help identify barriers that can thwart the effectiveness of interventions.