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The study aims to investigate how attribution theory in the context of pricing strategies can help tourism destinations recover from the negative impacts of the COVID-19 pandemic.

The study adopted a qualitative research design using semi-structured interviews to address the lack of research in this area. Interview participants included tourists and tourism customers. The interview responses were then analyzed using “Nvivo” qualitative data analysis software to identify critical themes regarding applying attribution theory to pricing strategies.

The findings revealed that tourists prefer bundled and hedonic pricing strategies that integrate the service providers' pricing strategies' locus of control, stability and controllability. Tourists do not favor dual pricing strategies unless the reasons for price controllability or stability are justified. Tourists also prefer the controllable pay-what-you-want pricing strategy. Although tourists accept dynamic pricing, certain conditions related to price locus, stability and controllability must be met.

The research shows tourists prefer pricing strategies that give them control and flexibility, like bundled packages and pay-what-you-want models. Service providers should integrate pricing strategies that transparent costs and justify price fluctuations. While dynamic pricing is accepted if necessitated by external factors, tourists are wary of unnecessary price changes. Providers can build trust and satisfaction by explaining pricing rationale and offering controllable options like bundles.

The study contributes to the theory by applying attribution theory to the context of pricing strategies in tourism. It also provides innovative recommendations for tourism managers on how to use pricing strategies after the COVID-19 pandemic. The findings offer new insights that extend beyond previous research.

Short-term rentals (STRs) (like Airbnb) are reshaping social behaviour, notably in gastronomy, altering how people dine while travelling. This study delves into revenue management, examining the impact of seasonality and dining options near guests’ Airbnb. Machine Learning analysis of Airbnb data suggests owners enhance revenue strategies by adjusting prices seasonally, taking nearby food amenities into account.

This study analysed 220 Airbnb establishments from Madrid, Spain, using consistent monthly price data from Seetransparent and environment variables from MapInfo GIS. The Machine Learning algorithm calculated average prices, determined seasonal prices, applied factor analysis to categorise months and used cluster analysis to identify tourism-dwelling typologies with similar seasonal behaviour, considering nearby supermarkets/restaurants by factors such as proximity and availability of food options.

The findings reveal seasonal variations in three groups, using Machine Learning to improve revenue management: Group 1 has strong autumn-winter patterns and fewer restaurants; Group 2 shows higher spring seasonality, likely catering to tourists, and has more restaurants, while Group 3 has year-round stability, fewer supermarkets and active shops, potentially affecting local restaurant dynamics. Food establishments in these groups may need to adapt their strategies accordingly to capitalise on these seasonal trends.

Current literature lacks information on how seasonality, rental housing and proximity to amenities are interconnected. The originality of this study is to fill this gap by enhancing the STR price predictive model through a Machine Learning study. By examining seasonal trends, rental housing dynamics, and the proximity of supermarkets and restaurants to STR properties, the research enhances our understanding and predictions of STR price fluctuations, particularly in relation to the availability and demand for food options.

Hospitality firms aim to increase their profits by implementing a variety of marketing activities, including using decoy pricing to provide alternative choices for consumers. Decoys are relatively higher-priced offerings that signal lower value than the other offerings in the consideration set. The purpose of this research is to investigate the influence of decoy pricing on consumer choices across various contexts in the foodservice and hotel industries.

Across the pilot and four main studies, the current research employs a sequential exploratory mixed-method design to investigate the influence of decoy pricing in the foodservice and lodging industries. The qualitative part of this research was based on two focus groups, followed by a pilot study and four main study experiments.

The results show that decoy pricing escalates consumers’ choices of more expensive product bundles in both restaurant and hotel cancellation policy contexts. However, decoy pricing does not increase the selection of more expensive hotel product bundles.

While decoy pricing has been utilized as an effective revenue maximization strategy for product placement in retail stores, less is known about how promotional advertisements with decoy offers influence hotel and restaurant customers to choose more costly options. Specifically, this is the first study that explores whether decoy pricing and product/service bundling can encourage customers to select more expensive offers in hotel and restaurant contexts, considering the types of hospitality bundles that may limit this effect.

Developing nations are starting to take centre stage and are becoming more conscious of their economic potential in the tourism sector. Earlier, these countries were largely left out of the tourist sector. Today, the foreign exchange reserves of these nations are mostly derived from tourism and a nation's balance of payments derived through tourism supports international trade and stabilizes the economy. The chapter adopts a case study method to evaluate the prospects of inclusive growth through socio economic well-being. In the dynamic and constantly evolving tourism industry, it is imperative to make the growth more inclusive so that there is a balanced approach to long term sustainable development. When it comes to using traditional skills and cultural heritage to participate in this economic paradigm, rural artisans face both opportunities and challenges as the global tourism landscape undergoes evolving transformations. The study commences by closely examining the current market obstacles that rural artisans in the tourism industry face, which encompass a range of issues such as shifting consumer preferences, market saturation and the aftermath of external shocks like pandemics. The chapter indicates major obstacles impeding the integration of rural artisans into the tourism value chain by means of a thorough empirical analysis. In order to overcome the obstacles, the study investigates inclusive growth and how it might act as a spur to improve the socio-economic circumstances of rural craftsmen. The findings in the chapter distil best practices that promote inclusivity, empower local communities and support sustainable tourism development by looking at successful case studies and policy interventions.

Considering the relevance of understanding what influences environmentally sustainable consumer choices, the present study aims to examine and synthesize the key determinants factors from literature and outline a new conceptual framework for explaining green purchasing behaviors (GPBs).

A bibliometric analysis was conducted on 161 articles extracted from Web of Science and Scopus databases, which were systematically evaluated and reviewed, and represent the current GPB knowledge base. Content analysis, science mapping and bibliometric analysis techniques were applied to uncover the major theories and constructs from the state-of-the-art.

The evolving debate between altruistic and self-interest consumer motivations reveals challenges for rational-based theories, as most empirical applications are not focused on buying behaviors, but instead either on pro-environmental (non-buying) activities or on buying intentions. From the subset of leading contributions and emerging topics, nine thematic clusters are unveiled in this investigation, which were combined to create the new PSICHE framework with the purpose of predicting GPB: (P)roduct-related factors, (S)ocial influences, (I)ndividual factors, (C)oncerns about the environment, (H)abits and (E)motions.

By uncovering the multiple intervening factors in GPB decision processes, this study will assist practitioners and academics to move forward on how to foster more sustainable consumer behaviors.

The present study provides readers a summary of an unprecedentedly broad collection of papers, from which the key themes are categorized, the domain's intellectual structure is captured and an actionable framework for enhancing the understanding GPB is proposed. Four new thrust areas and a set of future research questions are included.

In response to increasing concerns about climate change and evolving public policies, consumer behaviour and attitudes are shifting towards the adoption of renewable energy solutions like photovoltaic (PV) panel systems. This study aims to address this shift by developing a conceptual framework grounded in the Unified Theory of Acceptance and Use of Technology and Diffusion of Innovation theory. The framework identifies and analyses the factors influencing Vietnamese consumers’ decisions to install PV panels, focusing on the roles of consumer innovativeness, government incentives and social influence. By examining these dynamics, this study offers insights to inform policy in promoting renewable energy adoption.

Data from 339 Vietnamese households were analysed using SmartPLS 3.0 to test the proposed hypotheses. A structured questionnaire survey focused on consumer innovativeness, government incentives and social influence. The partial least squares structural equation modelling approach was used to evaluate the relationships between constructs.

The findings indicate that consumer innovativeness significantly predicts knowledge, sustainable lifestyles and attitudes towards solar PV panels. Moreover, household attitudes are influenced by government incentives and knowledge, but not by sustainable lifestyles. Crucially, the intention to install solar PV panels among Vietnamese households is positively affected by facilitating conditions, government incentives and social influence.

The results can assist government officials and policymakers in emerging markets in devising strategies to alleviate environmental burdens and facilitate a shift towards sustainability. Furthermore, by understanding the factors impacting the residents’ intention, public communication can be improved to raise awareness of environmental concerns and sustainable lifestyles, which results in the encouragement of the purchase and installation intention of solar panels.

The unethical use of natural resources is contributing to the increasing environmental degradation. The depleting environment poses a threat to the sustainability of present and future generations. This paper aims to investigate the impact of social media on the green purchase intention of consumers. The research adopts the theory of reciprocal determinism to integrate the variables of social media, green product knowledge, green consumption values and drive for environmental responsibility, assessing their collective impact on green purchase intention.

Data were gathered from a sample of 310 young consumers using a structured close-ended questionnaire. The proposed hypothesis was tested by employing PLS-SEM.

The study validates that social media (SM) has the ability to shape consumers' intention to choose more eco-friendly products. In addition to social media, green consumption values and the drive for environmental responsibility exert a significant influence on green purchase intention. However, green product knowledge did not have a significant impact on green purchase intention nor did mediate the relationship between social media and green purchase intention.

The existing scholarly literature indicates that researchers have employed a variety of theories as the basis for their studies aimed at predicting intentions and behaviors related to environmentally conscious purchases. To our knowledge, this is the first study to incorporate social media in the theory of reciprocal determinism. Notably, the paper represents the inaugural investigation in the context of an emerging economy to incorporate green product knowledge as a mediating variable.

This research paper aims to examine consumers' perceptions and behaviours towards “pre-loved luxury fashion products” and focusses on analysing the moderating influence of consumers' attitude strength. Additionally, it investigates the impact of desirability in sustainable luxury experiences (LEs) on consumers' purchase intentions (PIs). The study draws inspiration from the Norm Activation Model theory and operationalises attitude strength using the Elaboration Likelihood Model theory.

Purposive sampling technique was employed to collect 317 useable samples from respondents who had previously purchased or intended to purchase pre-loved luxury fashion goods. SPSS and AMOS version 25 was used for data analysis.

The findings reveal that consumers' environmental concern influences their intention to purchase pre-loved luxury fashion products. Furthermore, sustainable LE acts as a significant mediator in this relationship. The study also demonstrates that the intention to purchase pre-loved luxury fashion products is strengthened when consumers possess a strong attitude towards them.

Luxury marketers can strategise accordingly to motivate consumers to purchase pre-loved luxury fashion products by resonating with their cultural correlates through persuasive advertising to favourably affirm their attitude towards pre-loved luxury fashion products.

This study contributes to the literature by addressing the unresolved area of PIs for pre-loved luxury fashion products, considering the moderating role of attitude strength in emerging markets. It highlights the significance of advocating and promoting pre-loved luxury fashion products and provides valuable insights for luxury marketers.

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.

This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.

The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.

This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.

While the fashion industry is beginning to comprehend the commercial imperative for sustainability, it is struggling to address the issues of overconsumption and accompanying packaging. Research indicates that framing of marketing messages makes an impact on consumers’ choices, particularly when it comes to supporting sustainable initiatives from brands. This study aims to investigate the impact of message framing, reference to perceived benefits and green consumer values on their choice of packaging reduction initiatives in the context of online retailing and the subsequent impact on brand attitude.

A 2 (frame: gain/loss) × 2 (reference to perceived benefits: personal/societal) × 2 (green consumer value: high/low) mixed method online experiment was conducted.

Results indicated that how the message is referenced in terms of benefits (personal gain/loss or societal gain/loss) and green consumer values act as moderators between message frame and attitude toward the packaging initiatives, which in turn impact brand attitude.

Overall, the findings contribute to message architecture, insight on consumer behavior, and add to the business case for sustainable packaging for fashion/apparel companies.