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This editorial aims to organise the 17 United Nations Sustainable Development Goals (SDGs) into seven ServCollab service research themes to provide a way forward for service research that improves human and planetary life.

A conceptual approach is used that draws on observations from the scholarly experience of the editors.

This editorial offers seven research themes for service researchers: services that enable the WELL-BEING of the human species; services that provide OPPORTUNITY for all humans; services that manage RESOURCES for all humans; ECONOMIC services for work and growth for all humans; services from INSTITUTIONS that offer fair and sustainable living for all humans; service ecosystems with the PLANET; and COLLABORATION services for sustainable development partnerships.

Service scholars are urged to pursue collaborative research that reduces suffering, improves well-being and enables well-becoming for the sustainability and prosperity of Planet Earth.

This editorial provides service scholars with a new framework synthesising the SDGs into research themes that help focus further service research.

The purpose of this paper is to propose a new service framework for managing nature and physical resources that balances the needs of people and planet.

The process used in this paper was a rapid literature review and content analysis of 202 articles in service journals and learned that there are limited papers on Sustainable Development Goal (SDG) #6 (clean water and sanitation) or SDG #7 (affordable and clean energy) and very few articles on SDG #12 (responsible production and consumption) that focused on environmental components of services. This highlighted the need to conceptualise a service framework for managing these resources sustainably.

The proposed regenerative service economy framework for managing natural and physical resources for all humans (without harming the planet) reflects insights from analysing the available service articles. The framework draws on the circular economy, an Indigenous wholistic framework and service thinking to conceptualise how service research can manage natural and physical resources in ways that serve both people and the planet.

This paper introduces the regenerative service economy framework to the service literature as an approach for guiding service researchers and managers in sustainably managing natural and physical resources in a sustainable way.

The purpose of this commentary is to complete the synthesis of the United Nations 17 Sustainable Development Goals (SDGs) into Seven Commentaries on Service Research Themes developed by ServCollab and the Journal of Services Marketing. As an approach to achieving SDG #17, ServCollab’s collaborative logic and design perspective for collaboration services for sustainable development partnerships are presented.

Collaboration is ServCollab’s Service Research Theme #7, which reframes the UN SDG meta goal #17 of Partnerships. In prior ServCollab research, four possible human interactions were identified: conflict, competition, cooperation and collaboration. Only the shared purpose of collaboration enables elevating the human experience.

The authors found no published service research that studied SDG #17, which means there are huge opportunities for service research on the role of collaboration in service systems. The alignment between the UN SDGs and ServCollab’s goals is explored. A research agenda for service research and SDG goals was proposed for collaborative communications, collaborative technologies and collaborative projects.

Practical ideas are offered for serving humanity through collaboration. Collaborations are the only practical solutions to humanity’s myriad sustainable development problems.

When the United Nations developed its first 16 SDGs, they knew that accomplishing these goals required complex collaborations. That is why SDG #17 is Partnerships. ServCollab’s serving humanity logic applies collaboration to all social settings (large or small) where working together can sustain and regenerate the service ecosystem of Planet Earth.

This commentary describes a unique approach to building collaborative capacity for conducting service research projects for sustaining and regenerating the service ecosystem of Planet Earth.

Humanity and all life depend on the natural environment of Planet Earth, and that environment is in acute crisis across land, sea and air. One of a set of commentaries on how service can address the UN’s sustainable development goals (SDGs), the authors focus on environmental goals SDG 13 (climate action), SDG 14 (life below water) and SDG 15 (life on land). This paper aims to propose a conceptual framework that incorporates the natural environment into transformative services.

The authors trace the evolution of service thinking about the natural environment, from a stewardship perspective of the environment as a set of resources to be managed, through an acknowledgement of nonhuman organisms as actors that can participate in service exchange, towards an emergent concept of ecosystems as integrating human social actors and other biological actors who engage fully in value co-creation.

The authors derive a framework integrating human and other life forms as co-creating actors, drawing on shared natural resources to achieve mutualism, where each actor can have a net benefit from the relationship. Future research questions are posited that may help services research address SDGs 13–15.

The framework integrates ideas from environmental ecosystem literature to inform the nature of ecosystems. By integrating environmental actors and ecological insights into the understanding of service ecosystems, service scholars are well placed to make unique contributions to the global challenge of creating a sustainable future.

This paper aims to address the novel phenomenon of tourism in the metaverse and analyse possible scenarios that could influence the resilience of a sustainable tourism paradigm in response to this new phenomenon.

Based on Kuhn’s paradigmatic framework, this paper offers an innovative perspective for the integration of new theories and practise-relevant phenomena. It emphasises the relevance and commensurability of different paradigmatic dimensions and outlines the scenarios for the integration of metaversal sustainability.

The phenomenon of tourism in the metaverse of the 21st century poses a new challenge to the existing paradigm of sustainable tourism, which traditionally focuses on the economic and ecological sustainability of planet Earth’s physical environment. The adoption of a metaversal sustainability scenario for the virtual and mixed reality is key to a responsible implementation of the paradigm of sustainable tourism development that considers all its environments, whether fantastic or realistic.

This study has its limitations, as metaversal tourism is still in the experimental phase. A more comprehensive understanding of the metaverse and its terminology is still evolving. There is potential to adapt the sustainable tourism paradigm to new technological environments if the metaverse is recognized as one in the future.

There are practical implications for tourism policy and practise. Tourism stakeholders need to adapt to the changing tourism landscape by recognising the metaverse as a viable environment committed to sustainable development. This will enable innovative strategies to govern, lead, promote and manage metaversal tourism and ensure that it is in line with the long-term goal of sustainability.

The metaverse holds considerable potential for transforming social perception and behaviour. Integrating the metaverse into the sustainability pillars of the sustainable development paradigm implies a forward-looking approach that takes into account the dynamics of people’s evolving desires and preferences. This inclusion advocates for sustainable development in all environments in which people live and explore.

This research stands out for its pioneering role in advancing a sustainable tourism paradigm that goes beyond the traditional planetary dimensions. By examining the impact of tourism in the metaverse, it proposes a path towards a more holistic and future-oriented paradigm of sustainable tourism in both the physical and virtual worlds. The coining of the term “metaversal sustainability” contributes to the lexicon of paradigms for both tourism and societal sustainable development.

本文阐述了旅游在元宇宙中的新现象, 并分析了可能影响可持续旅游范式应对这一新现象的弹性的可能情景。

传统的可持续旅游范式侧重于地球物理环境的经济和生态可持续性, 而21世纪的旅游现象对现有的可持续旅游范式提出了新的挑战。采用虚拟和混合现实的元宇宙可持续性情景是负责任地实施可持续旅游发展范式的关键, 该范式考虑了所有环境, 无论是梦幻还是现实环境。

由于跨时空旅游还处于实验阶段, 本研究存在一定的局限性。对元宇宙及其术语的更全面的理解仍在不断发展。如果未来的元宇宙环境被视为一种新的技术环境, 那么就有可能发现新的创新的、意想不到的实际解决方案, 使可持续旅游模式适应新的技术环境。

这对旅游政策和实践具有实际启发。旅游利益相关者需要通过认识到元宇宙是一个致力于可持续发展的可行环境, 以适应不断变化的旅游景观。这将使治理、领导、促进和管理元宇宙旅游的创新战略成为可能, 并确保元宇宙旅游符合可持续发展的长期目标。

元宇宙在改变社会认知和行为方面具有相当大的潜力。将元宇宙纳入可持续发展范式的可持续性支柱意味着一种考虑到人们不断变化的欲望和偏好的动态的前瞻性方法。这种包容提倡在人们生活和探索的所有环境中实现可持续发展。

独创性：这项研究在推动超越传统地球维度的可持续旅游范式方面发挥了开创性的作用。通过探究旅游在虚拟世界中的影响, 它提出了一条在现实世界和虚拟世界中实现更全面和面向未来的可持续旅游范式的途径。“元宇宙可持续性”一词的创造有助于增加旅游业和社会可持续发展的范式词典。

Basado en el marco paradigmático de Kuhn, este artículo ofrece una perspectiva innovadora sobre la integración de nuevas teorías y fenómenos relevantes para la práctica. Se destaca la relevancia y conmensurabilidad de las diferentes dimensiones paradigmáticas y esboza escenarios para la integración de la sostenibilidad del metaverso. Esta conceptualización se presenta visualmente en una ilustración que combina entornos de sostenibilidad virtuales y físicos. La visualización se complementa con una imagen que muestra a un turista en el metaverso, creada con el generador de imágenes DALL-E OpenAI.

Este trabajo de perspectiva aborda el novedoso fenómeno del turismo en el metaverso y analiza posibles escenarios que podrían influir en la resiliencia de un paradigma de turismo sostenible en respuesta a este nuevo fenómeno.

El fenómeno del turismo en el metaverso del siglo XXI plantea un nuevo reto al paradigma existente del turismo sostenible, que tradicionalmente se centra en la sostenibilidad económica y ecológica del entorno físico del planeta Tierra. La adopción de un escenario de sostenibilidad metaversal para la realidad virtual y mixta es clave para una aplicación responsable del paradigma de desarrollo turístico sostenible que tenga en cuenta todos sus entornos, ya sean ficticios o realistas.

Este estudio presenta limitaciones dado que el turismo metaversal se encuentra todavía en fase experimental. Una comprensión más completa del metaverso y su terminología está aún en evolución. Existe potencial para descubrir nuevas soluciones prácticas innovadoras e imprevistas para adaptar el paradigma del turismo sostenible a los nuevos entornos tecnológicos, si es que el entorno del metaverso se considera como tal en el futuro.

Existen implicaciones prácticas para la política y la práctica del turismo. Los agentes del turismo deben adaptarse al cambiante panorama turístico reconociendo el metaverso como un entorno viable y comprometido con el desarrollo sostenible. Esto permitirá aplicar estrategias innovadoras para gobernar, liderar, promover y gestionar el turismo del metaverso, así como garantizar que esté en consonancia con el objetivo a largo plazo de la sostenibilidad.

El metaverso encierra un potencial considerable para transformar la percepción y el comportamiento social. La integración del metaverso en los pilares de sostenibilidad del paradigma del desarrollo sostenible implica un enfoque prospectivo que tenga en cuenta la dinámica de los deseos y preferencias cambiantes de las personas. Esta inclusión aboga por el desarrollo sostenible en todos los entornos en los que viven y exploran las personas.

Esta investigación destaca por su papel pionero en el avance de un paradigma de turismo sostenible que va más allá de las dimensiones planetarias tradicionales. Al examinar el impacto del turismo en el metaverso, se propone un camino hacia un paradigma de turismo sostenible más holístico y orientado al futuro, tanto en el mundo físico como en el virtual. La acuñación del término “sostenibilidad metaversal” contribuye al léxico del paradigma tanto del turismo como del desarrollo sostenible de la sociedad.

The purpose of this study was to examine curricular innovation in accounting using multivariate analysis of variance (MANOVA) and t-test to measure the effects of transformative sustainability education in accounting on the attitudes of male and female undergraduate accounting students at a public university in the southwestern USA toward the four sustainable development dimensions of environment, economy, society and education.

A quasi-experimental research methodology using data from a convenience sample of 157 accounting students’ responses to an online Qualtrics survey compared the attitudes of male and female undergraduate accounting students who had sustainability education in accounting to those who did not toward the four aspects of environment, economy, society and education for sustainable development using correlation, MANOVA, independent- and paired-samples t-tests.

While there were no significant differences between the male and female accounting students’ attitudes who had sustainability education and those who did not, there were significant differences between some dimensions of sustainable development with medium effect sizes, and correlations between the students’ attitudes were moderate, positive and significant.

This study was relatively small and conducted at one university, but the results indicated that the students consider sustainability education valuable to their future careers, which is important for future curriculum development.

This study showed that transformative sustainability education does not produce gender differences in students’ attitudes toward sustainable development.