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The purpose of this paper is to provide the theoretical insights with regard to the green purchasing intention–behavior gap and the role played by social media influences in abating this gap. This paper takes into consideration a wider aspect with regard to the antecedents of behavioral intention through personal and social identities in place of the antecedents presented in the theory of planned behavior and social-identity theory. Furthermore, as the theories lack an explanation of how to reduce the intention–behavior gap, this paper also argues the source credibility model (SCM) in explaining the impact that social media influences can have on the behavioral gap.

Hypothetical deductive method is proposed for this concept paper under the positivism research paradigm.

Not applicable as this is a concept paper. However, the paper discusses the theoretical and managerial implications.

This is a concept paper. Yes this paper discusses the theoretical, managerial, and social/ecological implications.

This paper highlights the relevance of consumers' personal and social identities when consumers make purchasing decisions regarding green products. How managers can make marketing strategies, based on credibility model, involving social media influences as product endorsers and ambassadors, as well as the policy makers to design products, earmark consumer behavior and to conduct marketing campaigns in time to come.

As to how policies can be designed and adopted for bio-based economies where sustainability and circularity are given priority and to increase the attention of businesses moving toward sustainable practices.

Original thought developed based on research, theoretical and market gaps.

The purpose of this paper is to explore digital marketing and tourism with a focus on opportunities with a case study of Africa, motivated by developments in tourism particularly the increase in tourist arrivals and the growth of digital statistics in the digital era.

Literature review as a research methodology was adopted in this study, and the integrative literature review was the method used as well as content analysis to review studies in digital marketing and tourism relating to Africa.

This paper reveals that digital media, content and mobile advertising are among the trends in digital marketing and, thus, affords Africa the opportunity to market its attractions to tourists in this digital era.

Future studies can explore quantitative and qualitative methods to understand the phenomenon of digital marketing in relation to tourism.

Other countries within Africa to adopt similar digital marketing such as digital media and creative content in order to manage the digitization of marketing activities in the tourism sector.

This study explores digital marketing and tourism with a focus on opportunities for Africa as a case study by specifically examining social media marketing in relation to tourist arrivals using integrative literature review and content analysis methods.

This paper aims to analyse the most significant disruptive events affecting tourism during the twenty-first century, particularly the 2020 COVID-19 pandemic.

Based on a thorough literature review, this study takes a complexity science approach to the field of tourism to shed light on the challenges of disruptive events in tourism systems.

Focusing on the COVID-19 pandemic, in particular, this study acknowledges that disruptive events are complex and have tremendous impacts on several areas of society: people’s psychological well-being and the health-care system, as well as social, economic, cultural, technological, environmental and political dimensions. Whether they occur alone or interact, these dimensions add varying levels of complexity to the tourism system. In response, the tourism industry can adopt a resilience model as a crisis management tool to address disruptive events affecting this field.

As this paper is mainly theoretical, future empirical research will contribute to refining the findings and testing the usefulness of the proposed model.

The paper looks at examples of successful and unsuccessful of COVID-19 outbreak management in various countries to analyse issues such as crisis management, resilience and tools for coping with the impacts of disruptive events.

This theoretical paper proposes a first taxonomy of the multidimensional impacts of twenty-first-century disruptive events on tourism and dissects the phases of crisis management, with a corresponding conceptual model.

本文分析了21世纪影响旅游业的最为重要的破坏性事件, 尤其关注2020年新型冠状病毒肺炎大流行

本文将复杂性科学方法应用于旅游领域, 通过全面的文献综述, 揭示破坏性事件给旅游系统带来的挑战。

本文承认破坏性事件, 特别是新型冠状病毒肺炎大流行, 复杂且影响巨大, 涉及心理、医疗、社会、经济、文化、技术、环境和政治等诸多方面。这些影响不管是单一的还是相互作用的, 都在不同程度上增加了旅游系统的复杂性。旅游业可以将弹性模型作为危机管理工具, 以应对其领域内的破坏性事件。

本文首次提出了21世纪破坏性事件对旅游业的多维影响的分类法, 并对危机管理的各个阶段进行了剖析。本文还提出了一个综合模型。

由于本文以理论为主, 未来的实证研究将有助于完善研究结果和验证所提出模型的实用性。

本文着眼于不同国家新冠疫情管理的成功和失败案例, 分析危机管理、复原力以及应对破坏性事件影响的方法等问题。

Identificar los eventos disruptivos mundiales más importantes que han afectado el turismo en el siglo XXI poniendo especial atención en la pandemia causada por el COVID-19 en el 2020.

Mediante un enfoque a las ciencias de la complejidad aplicado al turismo y una exhaustiva revisión bibliográfica, este artículo esclarece el reto que significa un evento disruptivo en el turismo.

Los eventos disruptivos, en particular el COVID-19, son complejos y generan un alto impacto tanto en el aspecto psicológico, sanitario, social, económico, cultural, tecnológico, medioambiental y político. En su interacción, todos ellos añaden un diferente grado de complejidad al sistema del turismo. Este artículo propone adoptar un modelo de resiliencia como herramienta de gestión de crisis para afrontar eventos disruptivos en el campo del turismo.

Proponer una primera clasificación de los impactos multidimensionales de los eventos disruptivos del siglo XXI en el turismo y un desglose de las fases de gestión de crisis, como así también proponer un modelo integrador de ambos aspectos propios de un evento disruptivo.

Debido al carácter teórico de este artículo, el modelo integrador sugerido representa un marco prometedor para futuras investigaciones en el plano empírico.

Este artículo presta atención a aquellos países que han gestionado la pandemia de forma exitosa o no, para así tener una mejor noción de gestión de crisis y herramientas para hacer frente a futuros eventos disruptivos.

The purpose of this paper is to unfold how different digital marketing tools and strategies influence recruitment effectiveness. More specifically, it focusses on understanding if, and how, information sources’ credibility, content marketing, and organisational reputation influence candidates’ decision to apply for a job in the Portuguese market.

A qualitative research, aligned with a content analysis, was conducted to focus on the insights from the 21 participants interviewed, to understand their thoughts and experiences regarding the subject.

The results show that digital marketing tools owned by the company are seen to be more credible and more relevant for the job application decision. LinkedIn is considered to be a more credible platform for advertising job openings than Facebook. In terms of content marketing, LinkedIn has a positive influence on candidates’ decision, as well as companies’ reputation.

This study provides practical implications which are useful for both HR and marketing managers, namely, the implementation of an integrated marketing communication strategy, the reinforcement of the company’s website and LinkedIn page and a presence on universities’ platforms, and also in terms of the information that content marketing should focus on.

This research paper incorporates marketing insights into a well-known HRM subject – recruitment, and thus adds further knowledge to the literature and prepares the ground for researchers who wish to explore this subject further.

Apitourism is a form of tourism that deals with the culture and traditions of rural communities and can be considered one of the most sustainable methods of development and tourism. Accordingly, this study aims to identify the key factors and plausible scenarios of Iranian apitourism in the future.

This study is applied research. For this purpose, first, by examining the theoretical foundations and interviewing experts, the key factors affecting the future of Iranian apitourism were identified. Then, using a binomial test, these factors were screened. Both critical uncertainty and DEMATEL techniques were used to select the final drivers.

Two drivers of “apitourism information system and promotional activities” and “organizing ecological infrastructure” were selected for scenario planning using critical uncertainty and DEMATEL techniques. According to these two drivers, four golden beehive, expectancy, anonymous bee and black beehive scenarios were developed. Each scenario represents a situation for apitourism in the future. According to the criteria of trend compliance, fact-based plausibility and compliance with current data, the “Black Beehive” scenario was selected as the most likely scenario. The “Golden Beehive” scenario shows the best case in terms of apitourism information system and implementation of promotional activities and organizing and providing ecological infrastructure. The “Black Beehive” scenario, on the other hand, describes an isolated and vulnerable system.

Developing plausible Iranian apitourism scenarios helps key stakeholders and actors develop flexible plans for various situations.

The purpose of this study is to predict family takāful purchase intentions (FTPIs) using an extended theory of planned behavior (TPB) with relevant mediating and moderating factors.

This study is based on a survey of 384 Muslim employees who work in both government and private organizations. This study used partial least square structural equation model (PLS-SEM) for hypothesis testing, predictive relevance and measuring the effect size of the model.

The study found that attitude (ATT), subjective norms (SN), perceived behavioral control (PBC), saving motives (SM), promotional campaign (PC) and religiosity (RG) directly contribute to the prediction of FTPIs. Furthermore, ATT and SM partially mediate between PC and FTPI. Moreover, RG significantly moderates the association between ATT, SN, SM and FTPI, while RG insignificantly moderates the link between PBC and FTPI.

This study provides insight into understanding the factors leading to an enhanced understanding of FTPI in a country where the industry is growing very fast. Further, the study suggests informative and persuasive promotions to encourage FTPI in Bangladesh and similar countries.

This study provides insights into previously unaddressed FTPI among Muslim employees in Bangladesh and similar countries. Prior work on determining FTPI has not focused on promotional campaigns and saving motives, and thus, this study has extended TPB to understand the phenomenon.

This paper aims to investigate three promotional publications produced by the Postum Cereal Company – A Trip Through Postumville (1920), How I Make Postum (1924) and The Wonderful Lunch Boxes (1925) – with the aim of understanding how language and other semiotic resources are used to promote its products as good and healthy choices.

The three publications were collected from the HathiTrust Digital Library and University of South Florida Tampa Special Collections. They were subjected to multimodal critical discourse analysis to tease out their subtle characteristics and how a combination of language, image, colour, typography and composition are used to represent certain ideas and values related to health and well-being.

The publications subscribe to three distinct genres – “inside the factory”, “friendly spokesperson” and “fictional world” – each of which are aimed at different target audiences. The first seeks to promote Postum as an open and transparent company; the second to promote Postum as a company that cares about its consumers; and the third to promote the health benefits of Postum in a fun and accessible manner. Nonetheless, they are united in their overall objective to link the regular consumption of Postum as essential for good health.

To date, few studies have been conducted on the Postum Cereal Company, while the limited research conducted on promotional publications has tended to overlook discourses of health and well-being. The three genres outlined in this study, thus, have the potential to foster a reappraisal of promotional publications and showcase their ability to offer new understandings on historical approaches to marketing, particularly the link with health and science.

While researchers have studied the impact of social media on tourist behaviour Milano et al. (2011) and Hays et al. (2013), very few studies have explored the impact of social media on sustainable tourism, and thus, it can be said to be in its “infancy” (Han et al., 2017). There exists a “knowledge gap” not just with tourists but also with researchers, as the issue on sustainable tourism consumption is “rarely investigated directly in tourism researches” or consumer behaviour studies, and there is often discrepancy in literature on the issue (Cohen et al., 2014; Bray et al., 2011). While the potential for social media in promoting sustainable tourism is known considering the use of it for socialisation and knowledge sharing, empirical researches to make in depth enquiry on the same is “rare” (Ali and Frew, 2010; Sarkar et al., 2014). Also, the differences between markets for sustainable tourism amongst different markets needs to explored further (Weber, 2019). The purpose of this study is to fill this gap by proposing a conceptual framework and empirically testing how social media can be used to generate and promote sustainable tourism demand among through evidences from Indian tourists. RQ1: what are the key drivers to use social media by sustainable tourists? RQ2: can social media promotions help sustainable demand generation through spreading awareness and connecting fellow sustainable tourists?

A total of 350 Indian tourists were reached through Google forms distributed through various channels, amongst which 265 responded with a response rate of 75.7%. The data were coded and checked for any outliers and missing values. To avoid any biases, incomplete forms were not counted and after data cleaning, 250 respondents were found to be appropriate with all the responses. Analysis of demographic and travel profile was done through SPSS 22 to check variances in the groups, frequencies and chi square values were calculated. Since this is an exploratory study, the aim was more on prediction rather than model confirmation, thus the technique used and found to be appropriate was partial least squares structural equation modelling (PLS-SEM).

Variances of social media were used in the demographic groups and found that there was no significant difference found as per age and education. Even variation of travel habits was found to be not significant with social media use. It can be seen that social media promotion activities indeed create awareness amongst people about sustainability; creating awareness about sustainability indeed leads to connecting green tourists together. On the other hand, social media promotional activities may not necessarily connect potential green tourists together; awareness positively impacts the generation of sustainable demand is also supported. It can be seen that merely connecting potential green tourists does not necessarily create demand. Social media promotion activities are indeed instrumental in creating a sustainable demand amongst tourist.

This study takes into account the informational and environmental knowledge aspect of sustainable behaviour adoption by green tourists (Swarbrooke and Horner, 2007; Miller, 2003; Chan et al., 2014). This study draws implications based on the behaviour of Indian tourists and thus, the generalisation to other countries may not be as accurate as Indians differ culturally from the world at large. Even though the study involves different age groups, the mean age is of younger Indian tourists, which is also often considered as the most active users of social media and thus likely to be impacted more. Also, it is believed that these younger green consumers who are already inclined towards sustainability tend to seek more information on ethical issues (Finney, 2014). The sample size of the study is very small (n = 250) and was only checked for variation amongst gender and profession; other aspects such as income and employment (Swarbrooke and Horner, 2007; Miller, 2003) have been kept out of the study and thus not included as a part of demographics. More demographic characteristics can be taken into account to study if they play a mediating role in generating sustainable demand as a part of the analysis of this conceptual framework proposed.

Internet allows users to obtain information about products and brands to its users through various social media such as blogs, forums, wikis content sharing, etc. (Hennig-Thurau and Walsh, 2003; Reilly and Weirup, 2010). Strategies can thus be formulated to target sustainable tourists with sustainable destinations and amenities, so as to attract those tourists who appreciate and commit to the cause of sustainability (López-Sánchez and Pulido-Fernández, 2016). Using social media as a promotion tool can help in educating customers (Xiang and Gretzel, 2010) on the various sustainable tourism services they intend to offer, as the results supports the use of social media promotion for generating sustainable demand amongst the tourists. Also, the sustainable tourism providers can make use of promotional activities focussing on building online pro environmental tourist-based communities using the user generated contents which can positively lead to adoption of collective social behaviour and sustainable practices (Han et al., 2017). Specifically, the use of short interactive messages can be used for social media promotions, so as to increase “organisation prominence” amongst the green target groups online (Strähle and Gräff, 2017). While it was noted that different markets react differently to the idea of sustainability, and thus, different markets need to be explored deeper (Weber, 2019); this study attempts to provide a perspective of Indian tourists which not just adds to the literature on Indian tourist behaviour but also provides a viewpoint of the Asian tourists. It also enriches the existing literature on the use of AIDA model for services and tourism specifically which as a theoretical base is unexplored.

The study adds to the rising interest in understanding the behavioural changes in tourists (Hall, 2016) and provides insights on “the versatility of the topic of relationship between sustainable tourism and marketing” (Font and McCabe, 2017). While ethical consumption is essential to preserve resources, the study of this area of consumer behaviour is “under examined”, as majority studies focus on products, very few studies elucidate on encouraging it through social marketing (Newholm and Shaw, 2007). Thus, this study attempts to fill the gap in the literature by proposing a framework for generating sustainable demand amongst tourists so that they are inclined socially and sustainably both through the use of social media. It is often noted that tourists are unwilling to change their travel behaviour as a result of lack of awareness or due to hesitance of sacrificing (Juvan and Dolnicar, 2014; Miller et al., 2010). This study provides empirical evidence that supports the awareness of sustainability as a means of generating sustainable demand amongst tourists. Knowledge regarding tourism demand helps in the further development of tourism products and its marketing initiatives (Weber, 2019). Thus, it allows tourism players to understand that Indian tourists are open to sustainable tourist practices if enough information is provided to them.

The purpose of this paper is to examine the professional culture of television marketing in the UK, the sector of arts marketing responsible for the vast majority of programme trailers and channel promos seen on British television screens.

In research approach, it draws on participant observation at Promax UK, the main trade conference and award ceremony of the television marketing community. Developing John Caldwell’s analysis of the cultural practices of worker groups, it uses Promax as a site of study itself, exploring how a key trade gathering forges, legitimates and ritualizes the identity and practice of those involved in television marketing.

Its findings show how Promax transmits industrial lore, not only about “how to do” the job of television marketing but also “how to be” in the professional field. If trade gatherings enable professional communities to express their own values to themselves, Promax members are constructed as “TV people” rather than just “marketing people”; the creative work of television marketing is seen as akin to the creative work of television production and positioned as part of the television industry.

The value of the paper is the exploration of television marketing as a professional and creative discipline. This is especially relevant to marketing and media academics who have tended to overlook, or dismiss, the sector and skills of television promotion.

The purpose of the present paper was to explore the best practices of destination management in promoting tourist destinations through the Mozambique government website (INATUR) and identify strategies that enhance its visibility and online presence. This was only possible by (1) exploring if people are aware of the government website’s existence; (2) examining the existence of indicators of the engagement behaviors for the web-users (visitors) in their searching process on the government website; (3) exploring if the engagement behavior and website features have influence on the government website visitors’ satisfaction and (4) providing measures to enhance the popularity of the government website at INATUR.

The study combined a qualitative and quantitative methodological approach from the primary data collected via an online questionnaire survey of 269 random respondents, and the selected data was analyzed and processed using Stata 13 with the descriptive statistic and ANOVA [Analysis of Variance (an econometric model)] technique. The data was collected from secondary sources and from the interview, a strengths, weaknesses, opportunities, and threats (SWOT) analysis was applied with an interpretive approach.

The government website presents the minimum of relevant information to respond to the users’ needs and expectations. There is little knowledge regarding the existence of the government website for tourism destination marketing. Few respondents were surprised about this website’s existence. The optimistic side of responses came from those peple who used the website and it helped their expectation. The correlation analysis showed a significant positive relationship between the government website features and the visitors’ searching satisfaction; the interview outputs noted that the shortage of staff at INATUR with knowledge of digital marketing engagement plays a role in solving the problem of the visibility and online presence of the website.

One of the apparent limitations of this research was the world pandemic situation (Covid-19), which influenced to make abrupt arrangements in conducting the questionnaire survey and interview compared to the planned schedule. The interview was supposed to be a field research to have direct contact with her respondents and collect nonverbal information through the respondents’ body language, but unfortunately, it was not possible. Improvising was one of the solutions and had to design an online questionnaire survey for national and international tourist respondents and an emailed interview with INATUR director. Because of that, the results showed a very significant gap between African nationals and international respondents in number of 264 and 5, respectively (about in 98,14%) caused by the lockdown and traveling limitation.

The adoption of the contents in “Recommendations for policy and decision-making” can help in synergizing an integrative marketing communication strategy that enables all actors to maximize local economic benefits without spending many financial resources, and support sustainability, different tourist destination suppliers, authorities and local communities’ development. Ensuring effective and efficient communication, and above all, enhancing the provision of reliable information. Reinforce the importance of the practical teaching and learning of digital platforms in tourism schools and universities; offer a thematic tool to serve as an analytical basis in future studies, encouraging continuous scientific research on the subject under study.

Raising the awareness of the government website among tourist consumers; promoting Mozambique as a reference destination and its tourist diversity through the use of the government website; capitalizing tourists’ enterprises for communities’ development; improving the competitiveness of destinations through greater exposure of tourism products and services on the government website boosts the economic gains for the development of the tourism sector in the country. Accessibility to the information channel of Mozambican tourist destinations via the government website, and stimulating the desire to visit; improve and enrich the visitor’s experience quality on the government website in the tourist information consultation.

It is the first research in the country about tourism destination marketing using indicators like customers’ behavioral engagement levels based on social interactions such as likes, shares and comments on the government website, as well as its awareness and performance aspects, to analyze if the INATUR government website is being successful on its tourism destination marketer role. The research was also done to bring solutions to the current trends of the Covid-19 pandemic that has affected and disrupted the tourism industry.