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Drawing on infrequent purchase and university selection literature, the purpose of this study is to make theoretical contributions to the identification and comprehension of the ‘once-in-a-lifetime purchase’ (OILP) phenomenon.

Data derived from in-depth interviews with 34 Taiwanese and 11 Chinese students over two phases suggest that an OILP qualitatively differs from other purchases.

The principal traits of OILP are quadripartite in character: zero-repurchase intention; permanency of purchase; high social pressure and extensive information search. The results contribute to the theoretical understanding of the higher education (HE) sector as one type of OILP provider, and managerial implications are discussed specifically for the HE institutions.

Marketing managers of HE institutions should be cognisant of the range of information collected by prospective OILP customers from a variety of different sources. Prospective students who are OILP customers perceive non-marketing information as more reliable than marketing promotional materials and will better assist them during their decision making.

The paper makes explicit theoretical and instrumental contributions to our identification and comprehension of the OILP phenomenon, thus shedding new light on studies of consumer purchase decision literature. It also extends previous understanding of HE marketing by showing that choosing an HE degree is, in fact, an OILP and, as such, requires a new way of approaching prospective students as consumers.

The purpose of this paper is to investigate the differences and relationships of push and pull motivations in two different rural tourism destinations.

Data were collected from tourists visiting rural tourism companies in Finland and in Tyrol (Austria). The data were analyzed using analysis of variance and correlation coefficients.

The results indicate significant differences of push and pull motivations in the two regions. In addition, tourists motivated by different variables obviously search for different destination attributes. For example, tourists motivated by the search of a once‐in‐a‐lifetime experience expect different destination attributes than those respondents searching for a sense of comfort or an opportunity to relax.

The low sample size in both Tyrol and Finland reduces the generalizability of the results.

The findings can be used by rural tourism companies and practitioners to understand how push and pull motivations affect tourist behaviour. Based on this information, marketing initiatives can be customized for various target segments in this particular market.

This is the first paper to examine the inter‐relationship between push and pull motivations in rural tourism and one of the most detailed studies on rural tourist motivations. Additionally, the comparison of the two countries underlines the assumption, that cultural or macro‐economic variables strongly influence push and pull motivations of consumers.

Many destinations are keen to be a part of the increasing and lucrative luxury tourism market. Before targeting luxury tourists in the marketing efforts, is it essential to understand the meaning of ‘luxury’ and what is considered exclusive? As an emerging luxury destination, Norway certainly offers many attributes that can satisfy the needs of luxury tourists. Marketing luxury provides, nevertheless, challenges for Norway as its main attraction is nature, which is fundamentally free and accessible to anyone. Thus, it is necessary to tailor-make unique nature experiences with luxurious products, resulting in exclusivity and once-in-a-lifetime experiences beyond the masses. Luxury tourists have also been advocated as more sustainable than mass tourists as addition to the issue of carrying capacity; many are also concerned with responsible tourism. Specialist travel agents play an important role in the marketing process as they have first-hand knowledge of luxury tourists as well as acting as guardians of information communicated in marketing. In addition to mainland Norway, the Svalbard islands in the Arctic region may be considered as truly unique and exclusive destinations. While sustainable development is a major concern in Norwegian tourism in general, it is even more vital in the Arctic regions. Therefore, marketing needs to provide a balanced picture of the attractions and attributes in order to become a luxury destination that is sustainable in the long run.

Before final year students of the Mountview Theatre School in North London take the production to one of America's leading middle‐west theatres in Dayton, Ohio in May, they have just presented the hilarious American farce Once In A Lifetime for four performances at the Mount‐view Theatre. This brash, wise‐cracking show with its lunatic comedy situations is steeped in the Marx Brothers' tradition.

In this study, an interdisciplinary research team at a Midwest US University collaborated with a local county to co-envision interior design strategies for five county buildings: three libraries and two government buildings to reduce in-person contact in response to the COVID-19 pandemic.

The authors' interdisciplinary team used a community-based participatory design process which focused on creating consensus, while seeking out divergent perspectives among stakeholders to serve the needs of diverse users. The design process involved meetings with stakeholders remotely and analyzing survey results from the target occupants collected by the county.

The county with a population of 550,321 is the second most populous and diverse county in the state. The authors' collaborative efforts resulted in short-and long-term recommendations for the interior space planning to promote health, safety, and well-being for the county's diverse user groups of young children, adults, elderly and vulnerable populations. The short-term recommendations focus on service redesigns that can be implemented as the state shifts out of the stay-at-home order and the community returns to the county's public-facing buildings. The long-term recommendations focus on experiences and design strategies that can be carried forward to future-proof buildings in a post-COVID era and provide models for other counties.

One limitation is the dynamic nature of how rapidly our team responded to a critical need in the community to develop tangible interior design solutions during the initial stages of the COVID-19 pandemic for the county. The solutions we proposed were based on the scientific evidence available earlier on during that phase of the pandemic. The authors hope to conduct further studies in the future and conduct assessments of our rapid design responses.

This paper documents a dynamic experience during a once in a lifetime pandemic and thus contributes to further the body of knowledge about the role of interior design in shaping health and well-being during the COVID-19 pandemic.

The article presents a timely interdisciplinary response to the COVID-19 pandemic to promote community safety inside public buildings at the county. The interior design solutions reflected intensive literature reviews, critical space planning, innovative use of lighting, and thoughtful furniture/material selections.

This paper brings together two vitally important topics: one, the need for business leaders to take responsibility for the decisions they take and, two, how to help leaders develop a more holistic type of wisdom with firsthand experience of emerging markets.

This paper looks at an innovative Leadership Development Program, in which people can learn in a practical, hands‐on way about the importance of corporate social responsibility.

The program takes high‐potential employees and partners them with SMEs in developing countries for a period of one month. During this time they mentor and advise partners of business issues affecting them. As a result, the organization benefits from increased staff retention and leaders who can function in a global context. Participants receive a once in a lifetime opportunity to experience a different culture and challenge themselves professionally.

Leadership development needs to focus more on hands‐on, real‐life experiences than dry lecture/training/role play/case study methods. Only in this way will leaders learn how to balance the bottom line needs of all business with their social responsibilities.

By helping businesses within developing communities grow, participants are contributing towards their economic development.

This paper is of use to organizations looking retain and develop their future leaders and other high‐potential employees; see growth in emerging markets; and integrate Corporate Social Responsibility (CSR) initiatives into something that benefits all parties involved.

This study examines how domestic honeymoon destination quality contributes to achieving honeymooners' fantasy experience and how fantasy experience impacts honeymooners' revisit intention.

Using the convenience sampling technique, 202 self-administrated survey questionnaires were collected (184 considered useable) from domestic honeymooners who had experienced honeymoon trip. The analysis was performed by employing partial least squares structural equation modeling (PLS-SEM) using SmartPLS 4.0.

The findings indicate that honeymoon destination image strongly and significantly influenced honeymooners' fantasy experience, followed by honeymooners' privileges, service providers, social aspects and accommodation. At the same time, the dining experience and honeymoon expenses had no significant impact on the honeymooners' fantasy experience. Notably, honeymooners' fantasy experience also had a strong and significant effect on their revisit intention to honeymoon destination in the future.

This study has an important theoretical contribution, being the first to explore the post-consumption behavior, that is, fantasy experience and revisit intention of domestic honeymooners in tourism literature. The study also has important implications for tourism industry stakeholders, that is, government, tourism department and officials, honeymoon tour planners and hotel managers, to make honeymoon destinations more attractive and fascinating, especially among newlywed couples and the young generation of tourists.

Putting People First and the Social Care Reform Grant have been presented as ‘once in a lifetime’ opportunities to get the ‘broken’ social care system fit for purpose. There is a risk that the guidance attached to the reform grant will force councils to focus on the transformation of processes and systems, rather than on what really matters, the transformation of the lives of disabled people. Like in Control, Putting People First locates the problem in ‘resource allocation’ and proposes that councils develop new systems to improve this. An alternative view is that the transformation of the lives of disabled people can be delivered by improvements in the components of the current system. How these improvements can be funded is also considered.