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The purpose of this paper is to explore the prospect of using neurophenomenology to understand, design and test phygital consumer experiences. It aims to clarify interpretivist approaches to consumer neuroscience, wherein theoretical models of individual phenomenology can be combined with modern neuroimaging techniques to detect and interpret the first-person accounts of phygital experiences.

The argument is conceptual in nature, building its position through synthesizing insights from phenomenology, phygital marketing, theoretical neuroscience and other related fields.

Ultimately, the paper presents the argument that interpretivist neuroscience in general, and neurophenomenology specifically, provides a valuable new perspective on phygital marketing experiences. In particular, we argue that the approach to studying first-personal experiences within the phygital domain can be significantly refined by adopting this perspective.

One of the primary goals of this paper is to stimulate a novel approach to interpretivist phygital research, and in doing so, provide a foundation by which the impact of phygital interventions can be empirically tested through neuroscience, and through which future research into this topic can be developed. As such, the success of such an approach is yet untested.

Phygital marketing is distinguished by its focus on the quality of subjective first-personal consumer experiences, but few papers to date have explored how neuroscience can be used as a tool for exploring these inner landscapes. This paper addresses this lacuna by providing a novel perspective on “interpretivist neuroscience” and proposes ways that current neuroscientific models can be used as a practical methodology for addressing these questions.

The tourism industry is facing significant challenges in an ever-changing world marked by globalisation, digitalisation and societal shifts. The issues of overtourism and massification exacerbate concerns about sustainability and the industry's impact on the environment and local communities. These concerns arise as profit-driven ideologies overshadow the industry's original vocation to contribute to meaningful encounters, well-being and social justice. This chapter explores the cultivation of humaneness and conscience within tourism through education, knowledge and personal reflection. Drawing inspiration from Hannah Arendt's interpretation of Socrates' philosophy, it highlights the importance of critical thinking and a comprehensive understanding of the industry's role in shaping alternative futures. Tourism higher education plays a pivotal role in empowering students to become catalysts for systemic transformation. Furthermore, this chapter emphasises the value of embracing diverse viewpoints and engaging in meaningful encounters and dialogues with local communities and stakeholders to collaboratively imagine and implement sustainable practices. Only by dismantling entrenched habits through critical thinking and fostering collaboration can the tourism industry envision alternative trajectories towards a more conscientious and humane path forward.

The purpose of this paper is to explore a novel storytelling approach that investigates lived experience at the intersection of motherhood/caregiving and Ph.D. pursuits. The paper contributes to the feminist tradition of writing differently through the process of care that emerges from shared stories.

Using a process called heartful-communal storytelling, the authors evoke personal and embodied stories and transgressive narratives. The authors present a composite process drawing on heartful-autoethnography, dialogic writing and communal storytelling.

The paper makes two key contributions: (1) the paper illustrates a novel feminist process in action and (2) the paper contributes six discrete stories of lived experience at the intersection of parenthood and Ph.D. studies. The paper also contributes to the development of the feminist tradition of writing differently. Three themes emerged through the storytelling experience, and these include (1) creating boundaries and transgressing boundaries, (2) giving and receiving care and (3) neoliberal conformity and resistance. These themes, like the stories, also became entangled.

The paper demonstrates how heartful-communal storytelling can lead to individual and collective meaning making. While the Ph.D. is a solitary path, the authors' heartful-communal storytelling experience teaches that holding it separate from other relationships can impoverish what is learnt and constrain the production of good knowledge; the epistemic properties of care became self-evident.

This chapter reviews postcolonialism praxis. Based on the examination of postcolonialism practices, this chapter details why postcolonialism offers nothing different than colonialism despite administrative and bureaucratic changes when colonizers left the colonized territories physically.