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The purpose of this exploratory study is to identify the antecedents of brand hate in respect to luxury brand gamification marketing activities.

Five gamified product placements characterized by the ad hoc design of luxury co-branded virtual and/or physical products were selected for the research study. Content analysis was used to identify patterns and classify negative comments shared online into categories.

A content analysis of the negative comments (n. 2,321) related to the perception toward gamification of luxury fashion in videogames revealed the following seven domains: monetization of the game; promotion of inappropriate behavior; unethical placement; games commodified by brands; predatory monetization; perceived incongruence; poor product performance.

The exploratory research study revealed how the perception of gamification activities trigger negative emotions toward luxury fashion brands. It was significant that many of these emotions fall within the antecedents of brand hate.

Luxury companies and game developers need to be aware and manage the antecedents of brand hate in respect to luxury brand gamification activities in videogames. Moreover, luxury brands need to consider customers’ influencing behavior via online word-of-mouth and the potential to impact attitudes and behaviors of other consumers toward brands.

The ethics of gamification within a marketing context have largely escaped inquiry. The study provides evidence that luxury brands need to align the fundamentals of luxury brand management in the digital world of gaming.

This study looks to understand the opposing forces that would influence continuance intention. This is significant as users will take into account the positive and negative use experiences in determining their continuance intention. Therefore, this study looks to highlight the opposing forces of users’ continuance intention by proposing the Expectation-Confirmation-Resistance Model (ECRM).

Through an online survey, 411 responses were obtained from mobile payment users. Subsequently, a hybrid approach comprised of the Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Artificial Neural Network (ANN) was utilized to analyze the data.

The results revealed that all hypotheses proposed in the ECRM are supported. More precisely, the facilitating and inhibiting variables were found to significantly affect continuance intention. In addition, the ECRM was revealed to possess superior explanatory power over the original model in predicting continuance intention.

This study successfully developed and validated the ECRM which captures both facilitators and inhibitors of continuance intention. Besides, the relevance and significance of users’ innovative resistance to continuance intention have been highlighted. Following this, effective business and research strategies can be developed by taking into account the opposing forces that affect users’ continuance intention.

The aim of this study is to explain the educational practices that emerged with the concept of “new normal” in an overview. In line with this goal, the experiences of academics who are experts in their fields have been utilized.

This paper draws on both academic and trade literature. Interviews with representatives from schools providing tourism education in North Cyprus were conducted online and in-person. The qualitative research method in the form of the interview method was employed in the research. The research participants consist of 15 academics working in the field of tourism education. Additionally, concerning the selection of these participants, sector experience and applied lecture status were taken into consideration. As the second dimension of the research, an extensive literature review was conducted and the subject was expanded by explaining it with examples from around the world.

It has been revealed in the research that educational institutions and tourist businesses have to constantly renew themselves technologically. The findings obtained from academics include the innovations they use in the “new normal” tourism education in applications such as Hybrid/BL – Blended Learning, VR – Virtual Reality, Artificial intelligence, LMS & In-class response systems, API-based software systems in the courses they teach. The common opinion of academics who want to provide a better education is that educational institutions should always be infrastructurally prepared for such emergencies.

The global COVID-19 pandemic created economic destruction in many countries and brought life to a halt. In the tourism sector, one of the sectors most affected by the COVID-19 problem, various restrictions were imposed on touristic activities. While this situation caused a decrease in demand in the tourism sector, it paved the way for great technological changes and resulted in the adoption of new educational practices in institutions providing tourism education. This paper traces these new development in the face of the pandemic crisis.

The use of augmented reality (AR) and experiential learning go hand in hand. Although AR learning opportunities have been well discussed, there is limited empirical research on the use of AR within higher education settings. Drawing from the uses and gratifications theory (U&GT), this study aims to explore the use of AR for learning satisfaction and student engagement, while also examining differences in learning styles.

This study used experiments with higher education students in the UK to explore the use of AR as part of the learning experience. Data from 173 students who experienced AR as part of their learning experience were analysed using partial least square analysis.

The authors found that hedonic, utilitarian, sensual and modality gratifications influence AR learning satisfaction and student engagement. Furthermore, the authors found differences between active and passive learners with regards to utilitarian (information seeking, personalisation) and sensual gratifications (immersion, presence) and effects on learning satisfaction.

This study developed and validated a U&GT framework incorporating different learning styles rooted in Kolb’s learning cycle. Findings provide important implications for the use of commercial AR applications as part of the learning experience within higher education settings.

This paper aims to examine the impact of metaverse experiences on customers’ offline behavioral intentions: How do customers’ visits to a hospitality business’s virtual property in the metaverse affect their intentions to visit the physical property in the real world?

Based on the general learning model and social cognitive theory, this research hypothesizes the positive impact of metaverse experiences on customers’ visit intentions and explores two boundary conditions for positive impact: user–avatar resemblance and servicescape similarity. Two experimental studies were conducted.

Metaverse experience has a significant impact on customers’ visit intentions, and this impact is moderated by user–avatar resemblance and servicescape similarity.

This research addresses the call for empirical studies regarding the effects of metaverse experience on people’s behavioral intentions.

As one of the earliest empirical studies on the marketing effects of the metaverse, this research provides a basis for future metaverse studies in the hospitality field.

Traditional sports have seen declining participation at many levels, with football being no different. This is occurring at a time when emergent technologies present new challenges, particularly to the crucial yet ignored cohort of millennials. Without meeting the needs of millennials, football cannot be successful in the future. This research seeks to understand how millennial football fandom (sport, not team) in Australia impacts football participation, whilst empirically examining the impact of football video games (FVGs).

Survey data are collected from online groups, forums and social media pages of Australian football (soccer) fans. Quantitative analysis of millennial fandom and its influence on football participation (for the first time demarcated into play and engagement) is undertaken, including the moderating influence of time spent playing FVGs, amidst covariate influences of age and number of children.

Results highlight the multi-dimensionality of millennial football fandom in Australia, reveal the typical hours spent playing football across a range of participation types (including play and engagement), support fan involvement’s influence on engagement with football, establish that a desire to interact with other football fans manifests in playing more football, specify how playing FVGs moderates these relationships, supports the covariate influences of age and evidences that playing FVGs does not hamper football play.

This is the first study to examine millennial fans of football (the sport, not tied to a club) and the influence of fandom on football participation. By separating football participation into two forms, play and engagement, we highlight discrete influences, whilst evaluating for the first time the moderating influence of the time millennials spend playing FVGs. For sport managers and administrators, these are important findings to facilitate better segmentation, recruitment, retention and participation, each with broader societal health benefits. This is undertaken in Australia where football is not a dominant code, relegating fandom to a niche, thus revealing important findings for sports and business management.

Virtual goods consumption has risen dramatically in recent years. Recognizing the benefits of virtual goods in generating revenue for online game companies, marketers strive to understand the motives behind virtual goods purchases. We investigated the direct and indirect effects of functional, emotional, and social values through player satisfaction on purchase intention toward virtual goods among online players.

In total, we surveyed 332 online game players utilizing a structured questionnaire. We employed a multi-analytic approach combining partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA) to examine the proposed relationships.

The findings show that all dimensions of value and player satisfaction significantly affect the intention to acquire virtual goods. However, social value does not exert a significant effect on player satisfaction. Moreover, we confirmed that player satisfaction mediates the relationships between functional value, emotional value, and purchase intention. Furthermore, NCA results indicated that all predictors in the model are necessary conditions of purchase intention for virtual goods.

These findings contribute to an enhanced understanding of purchase intentions among online game players from a symmetric (PLS-SEM) and asymmetric (NCA) perspective by proposing a multi-analytic approach.

Due to the impact of the pandemic that enforced mass closures and lock downs, galleries, libraries, archives, and museums [GLAM] institutions around the world were required to re-think how they interacted with the public. As a result of the measures that enforced isolation, distancing, and increased hygiene requirements, the usefulness of virtual technologies as a storytelling medium has come into sharper focus. This chapter will explore the emergence of augmented reality as a viable post-COVID-19 solution to meaningful digital narrative creation and user interaction in the museum environment. This chapter will concentrate on the development of a project between the University of South Australia [UniSA] and the South Australian Museum [SAM] to explore how it might be possible to create sustainable immersive stories within this environment.

With its potential to significantly improve the tourism sector, augmented reality (AR), an emerging technology, is a growing force in the field. It has attracted significant academic attention and expanded publishing options over the past 20 years. However, so far, no review has provided a comprehensive overview of AR-related research in tourism. This work uses the VOS Viewer and Bibliometrix R-package software to present a bibliometric review of the scientific literature in the area of AR-related tourism research in order to fill this gap.

The theme of AR in tourism was searched in the Scopus database. The original search yielded 327 papers in total, which were then filtered based on the parameters. A total of 190 relevant documents were generated by the refining process. For the publications pertaining to AR in tourism, the most cited papers, prominent authors, productive journals and countries, co-authorship among countries, trending topics, thematic map, co-occurrence analysis of keywords and bibliographic coupling of documents were all looked into.

This report shows a recent rise in research on AR in the tourism industry. The top 10 studies in the topic had a combined total of 1749 citations, while the authors found three papers with more than 200 Scopus citations. Till the date of extraction, 555 writers have contributed to the field of AR in tourism, with Tom Dieck M.C., Chung N. and Jung T. receiving the most citations. According to co-authorship analysis, the UK collaborates with other countries the most. Thematic map has thrown insight into the niche themes and emerging themes in the field. Coupling analysis has revealed four major research streams in the field of AR in tourism.

This study can be considered as a first study to utilize a bibliometric method to address this research gap, identifying the top documents, journals and, most importantly, the future research areas identified through the thematic map analysis of keywords and bibliographic coupling.

Historical growth within this discipline was made clear by an in-depth analysis of the studied themes in this area. Hence, the discovery of relatively new subjects offers scholars the chance to plan their research in this area and thereby enhance the literature. The study is also beneficial for practitioners in the tourism industry.

This work examined previously published publications on AR in tourism using a bibliometric analytic technique. Additionally, it contributes to the current knowledge accumulation in learning about the applicability of AR in tourism and enlightens tourism scholars on the structure of the field.

We applied a true-experimental randomized control posttest design to collect and analyze quantitative and qualitative data to compare the effects of the AR and traditional board games on students’ SDG learning achievements.

We applied a true-experimental randomized control posttest design to collect and analyze quantitative and qualitative data to compare the effects of AR and traditional board games on students' SDG learning achievements.

Our analysis of the quantitative and qualitative data revealed that the effects of AR and traditional board games on the students' cognitive outcomes differed significantly, indicating the importance of providing a situated learning environment in SDG education. Moreover, the students perceived that the incorporation of the AR game into SDG learning improved their learning effectiveness – including both cognitive and affective dimensions – thus confirming its educational value and potential in SDG learning.

To the best of our knowledge, this is the first study to explore the effectiveness of different learning tools (AR and traditional board games) and to evaluate the importance of providing a situated learning environment through a true-experimental randomized control posttest design.