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The purpose of this study is to conceptually integrate business to consumer (B2C) into business to business (B2B), with a holistic consumer-centric, technology-reinforced, long-term vision for tourism industries and companies to survive and succeed in the era of new technologies 4.0. The research suggests that the tourism-marketing-new technologies decision-making involves customers as the center of the design and decision process.

The research design includes a qualitative study with 94 in-depth interviews, a literature analysis and a conceptual proposition. The qualitative study follows the tourism consumer desire data analysis, from categorization to integration. The literature analysis applies a systematic literature review approach based on the 29 most up-to-date new-tech papers from peer-reviewed journals. The analysis compares qualitative research findings and literature analysis results and matches the new technology applications with consumer desire understanding. The conceptual framework of tourism marketing/advertising is proposed based on qualitative research and literature analysis.

The qualitative research deciphers that consumers, based on their imagination and memorization, desire therapy and sceneries and connect such desires to the empathetic and resonating advertising messages. The literature analysis synthesizes the new tech applications in tourism and matches the qualitative research findings with the deciphered desires in tourism. The conceptual model proposes that B2C should be integrated into B2B to provide value for both consumers and businesses and opens avenues of research on this topic.

This research has made the following theoretical contributions: it offers an in-depth understanding of consumer desire, often hidden or subconscious, in the field of tourism. Consumer desires regarding tourism are mostly subconscious and exist long before consumers are exposed to advertising messages. These desires reflect the search for therapy and sceneries and become “embodied” – they exist on multisensorial levels and become part of the body and life and will lead consumers into positive perceptions when marketing communications/advertisements resonate with them. In the latter case, they will subjectively judge advertising as “good,” regardless of the advertising design quality. The research also connects consumer research with a new technologies research review and proposes a conceptual framework to integrate business to consumer (B2C) with business to business (B2B). As such, the research makes theoretical contributions to the integration or the “boundary blurring” between B2C and B2B research and practical suggestions that involved industries and consumers may all benefit from such integration. Conceptually, there is a lack of discussions of the pitfalls of new technologies, a dearth of empirical verification of the applications of new technologies in the proposed fields and a shortage of discussions about ethical issues. Qualitative methods, offering an efficient tool for understanding consumer desires in the tourism industry, have their own limits, as discussed in previous research. The sample is limited to the state of New York population and may be influenced by geographic, demographic and psychological characteristics related to the region.

This research provides advertising practitioners, new technology innovators and tourism industries with a framework to face the combined challenges of understanding hidden consumer desires and applying adequate technologies that resonate with consumer desires to tackle relevant issues. The conceptual proposition of this research fills the gap between qualitative consumer research without concrete practical resolution and new technologies applications without in-depth consumer understanding. Through the conceptual framework, the author provides insights into how industries may benefit from consumer understanding. The business relationships among the industries of marketing, tourism and new technologies should be centered around consumers. Thus, B2C and B2B should be naturally integrated into business practices.

Social implications of this research include three major points: first, the understanding of consumer desire for therapeutic power in tourism, which invites more attention to tourism as part of social well-being design instead of a purely for-profit business. Second, a profound comprehension of what consumers need and desire, without which the applications of new technologies may cause severe societal problems. Third, a way to tailor to consumers’ individuality and desires for advertising/marketing that may be considered abusive, stressful and socially destructive if applied in a nonpersonal manner.

Conceptually, this research adds consumer desire, an originally B2C concept, to the B2B context regarding the new technology applications in tourism marketing/advertising. It contributes to the B2B literature by proposing a strong consumer-centric approach, especially the consumer desire understanding, that is not yet investigated in the B2B literature; and a combination of empirical study and literature analysis and the matching of the two for better practice of advertising/marketing, tourism and new technologies applications.

This study aims to describe key elements that are critical to virtual qualitative research especially while working with practitioners as participants.

This paper takes a reflexive researcher approach using a case study to explore how researchers adopted a qualitative research approach using digital technology. We use five principles suggested by Boland et al. (2022) as a framework to consider and reflect on our experiences as researchers and those of our participants.

We highlight the gatekeeper’s support, trusted relationship with the organisations, interpersonal skills of interviewers, stringent measures of securing data and shared experiences of interviewee and interviewers helped complete virtual research. We recommend that four key factors such as digital competency, feasibility, flexibility and resilience should be considered while undertaking or commissioning virtual, qualitative research studies.

Social care practitioners and qualitative researchers increasingly negotiate with digital technologies to undertake their work. In this paper, we evidence how online qualitative approaches can be effective provided challenges are dealt with diligently in each stage of the research process.

This commentary discusses the value of generative artificial intelligence (AI) for qualitative research in phygital settings to understand the customer experience.

The critical and logical analysis is based on current knowledge of generative AI.

Generative AI seems very useful for qualitative research in phygital settings to understand the customer experience and should be used in qualitative research projects. Generative AI can provide much-needed validation of the subjective nature of qualitative research and can also generate insights beyond human intuition.

The study is based on current technology, which changes fast. In the future, the skills of qualitative researchers may become outdated, relegating them to the role of prompt engineers.

Technology, and especially generative AI, will be a key tool for practitioners as they conduct practical research.

Qualitative researchers should overcome potential anti-technology speciesism and embrace the potential of generative AI.

This commentary provides insights into the role of generative AI for qualitative research in phygital settings.

The objective of this study is to examine current business and management research on “Industry 4.0 base technologies” and “business models” to shed light on this vast literature and to point out future research agenda.

The authors conducted a bibliometric analysis of scientific publications based on 482 documents collected from the Scopus database and a co-citation analysis to provide an overview of business model studies related to Industry 4.0 base technologies. After that a qualitative analysis of the articles was also conducted to identify research trends and trajectories.

The results reveal the existence of five research themes: smart products (cluster 1); business model innovation (cluster 2); technological platforms (cluster 3); value creation and appropriation (cluster 4); and digital business models (cluster 5). A qualitative analysis of the articles was also conducted to identify research trends and trajectories.

First, the dataset was collected through Scopus. The authors are aware that other databases, such as Web of Science, can be used to deepen the focus of quantitative bibliometric analysis. Second, the authors based this analysis on the Industry 4.0 base technologies identified by Frank et al. (2019). The authors recognize that Industry 4.0 comprises other technologies beyond IoT, cloud computing, big data and analytics.

Drawing on these analyses, the authors submit a useful baseline for developing Industry 4.0 base technologies and considering their implications for business models.

In this paper, the authors focus their attention on the relationship between technologies underlying the fourth industrial revolution, identified by Frank et al. (2019), and the business model, with a particular focus on the developments that have occurred over the last decade and the authors performed a bibliometric analysis to consider all the burgeoning literature on the topic.

Qualitative research that involves the use of human participants calls for the need to protect those participants to give their honest view during data collection. This is an important part of every primary data collection in qualitative studies using interviews. This paper aims to investigate all available ethical considerations that need to be observed by the researcher when conducting primary data collection through interview and to explore the theories that underpin the ethics in qualitative studies.

This paper systemically reviewed existing qualitative data on ethics and gathered information that were analysed and presented on the topic area.

The findings show that ethical considerations deal with the various approaches adopted by the researcher to make the participants feel safe to participate in any given researcher. During an interview process in qualitative research, the findings show that anonymity, voluntary participation, privacy, confidentiality, option to opt out and avoiding misuse of findings are ethical considerations that must be observed by the researcher. The outcome of the investigation also shows that deontology and utilitarianism, rights and virtue are the main theories that underpin ethical considerations in research.

The rights of the research participants need to be respected in qualitative research to assist in gathering accurate information to achieve the objectives of study. This and other ethical principles such as anonymity, privacy, confidentiality, voluntary participation and option to opt out guide the researcher to systematically adhere to data collection approaches that yield valid results in qualitative data collection using interviews.

Given the growth of virtual reality (VR)-based tourism experiences in the past five years, this study aims to investigate the impact of VR-based interactions (ergonomics and embodiment) on memorable experiences and revisit intention mediated by cognitive and emotional responses.

This study has used an exploratory sequential mixed methodology research design to operationalise this research. Study 1 uses qualitative in-depth interviews to explore the proposed research questions, and Study 2 uses a 3 × 3 factorial experimental research design to test the proposed hypothetical model with 355 samples.

The results indicate that embodiment plays a more crucial role than VR ergonomics. Also, the cognitive response in the virtual tour indirectly generates a more memorable experience than the emotional response.

This research uses the theory of technological mediation as an overarching framework to conceptualise the research. Also, the research has applied the tenets of cognitive embodiment theory, metacognitive theory and other related theories to develop the arguments. Thus, the results of this research will extend the holistic understanding of these theories.

This research will guide VR tourism developers in understanding the requirements and expectations of tourists. It also serves as a manual to understand how tourists process the VR tour psychologically.

Very minimal focus was given to understanding the tourists’ interaction with technology in VR tours. The concept of ergonomics and embodiment investigated as an experimental variable is a novel approach in technology-based tourism research.

This conceptual study investigates the adoption of education technology (EdTech) products among college students, focusing on identifying the key factors influencing the adoption process within educational institutions. Technology integration in education has rapidly gained prominence, with EdTech offering innovative solutions to enhance teaching and learning experiences. However, understanding the determinants that affect EdTech adoption remains critical for its successful implementation and impact. This paper aims (1) to identify the factors influencing the adoption of EdTech by college students (2) to create a conceptual model that shows the connections between the elements that lead to college students adopting EdTech.

The research employed a mixed-methods approach, combining qualitative data analysis and conceptual modeling to achieve the objectives. The underlying knowledge required to create a qualitative data gathering tool was obtained through a thorough literature analysis on innovation dissemination, educational psychology and technology adoption. College students, teachers and administrators participated in semi-structured interviews, focus groups and surveys to provide detailed perspectives on their attitudes about and experiences with EdTech. The Scopus and Web of Science databases are searched for relevant information in an organized manner in order to determine the factors influencing the adoption of EdTech. Second, an extended version of the technology adoption model is adopted to develop a qualitative data-based conceptual framework to analyze EdTech adoption in the Indian context.

Overall, by highlighting the critical components that emotionally influence college students' adoption of EdTech products in educational institutions, this course adds to the body of information already in existence. The conceptual framework model serves as a roadmap for educational stakeholders seeking to leverage EdTech effectively to enrich the learning environment and improve educational outcomes. By recognizing the significance of the identified factors, academic institutions can make informed decisions to foster a climate conducive to successful EdTech integration.

A comprehensive conceptual framework model was developed based on qualitative data analysis to illustrate the interrelationships between the identified factors influencing EdTech adoption. This model presents a valuable tool for educational institutions, policymakers and EdTech developers to comprehend the complex dynamics of implementing these technological solutions.

The findings of this study demonstrated a number of important variables that affect the uptake of EdTech products in educational settings. These factors encompassed technological infrastructure, ease of use, perceived usefulness, compatibility with existing academic practices, institutional support, financial constraints and individual attitudes towards technology. Additionally, the research explored the significance of institutional preparation for embracing technological advancements as well as the influence of socio-cultural elements.

The study provides a comprehensive understanding of the issues and illegal activities related to cryptocurrencies and their negative repercussions. This study aims to identify and classify cryptocurrency downsides using grounded theory and in-depth interviews. The study also analysed investors’ reluctance to invest in cryptocurrency. This pioneering qualitative study illuminates a deep and multifaceted criminal aspect of cryptocurrency.

The study conducted in-depth interviews with respondents who have experience and knowledge of cryptocurrency investments. The interviews were recorded and transcribed. The analysis was performed using the NVivo 14 software in the study.

The study specified two major types of cryptocurrency’s negative aspects: barriers and illegal usage. Barriers to cryptocurrency investment include technological, security, trust, market-related and regulatory reasons. Terrorist funding, money laundering, fraud and ransom payments are all examples of illegal usage. The results of the word cloud analysis are consistent with the overall findings of the survey, which highlighted illegal usage as a prominent negative element of cryptocurrencies. It is a key reason why cryptocurrency is not included in investing portfolios by investors.

The study’s findings provide useful insights for policymakers to develop better methods for successfully mitigating risks and ensuring responsible and sustainable usage of cryptocurrencies. In addition, the study could serve as a stepping stone for more cryptocurrency-related studies, contributing to the development of a more complete and nuanced comprehension of this emergent technology and its societal effects.

The purpose of this article is to analyze the digital innovations which are being introduced in the HRM field in organizations in the modern business services sector in Finland and Poland. It is also intended to identify the most important factors/trends that influence digital innovations and to identify the challenges they generate for HRM departments. The practical objective is to develop recommendations for organizations executives, policy makers and researchers.

The research was mainly based on a quantitative research approach and a questionnaire survey. Additionally, the authors conducted a semi-structured interview was with the representatives of the HRM departments in the surveyed organizations. The qualitative research of the obtained results allowed to deepen the obtained quantitative data. The purpose of the data triangulation used was to increase the reliability of the data.

Nearly 90% of HRM employees declared that the companies they work for have implemented digital innovations. Among the introduced digital innovations, chatbots, dashboards, application software systems, a virtual HRM assistant and digital tools were indicated. The COVID-19 pandemic and the progress of robotization and automation have accelerated the implementation of digital technologies in HR departments in both Poland and Finland. There are however differences between the two countries – it is evident that in Finland digital innovations were already introduced by modern businesses organizations before the pandemic period, while in Poland the innovations were mostly implemented during and after the pandemic period. It is worth emphasizing the differences regarding the two countries in terms of the level of technology advancement.

Similar to most studies conducted, this study has its limitations and the authors are aware of them. First, future research using the tool which was used in this study should focus on confirming its reliability. Secondly, its scope and scale were limited as it was not possible to obtain an industry-wide sample. It should be noted that the obtained results cannot be generalized to a broader context, although they provide valuable conclusions and recommendations and may be an inspiration for further research. For the future research, it is recommended that the researchers should pay more attention to the challenges and difficulties that accompany digital innovations in HRM departments. One of the aspects is the need to pay attention to the cultural and psychological aspects of the presence of technology in organizational areas, which have only been signaled in this article. A more in-depth study could address the issue of negative attitudes toward the introduction and use of digital technologies. The future research could focus on creating the necessary conditions at each stage of introducing digital innovations and using the potential of these tools – starting with needs analyses, awareness of goals, benefits, dealing with concerns and risks, communication and evaluation and assessment of the technology in question. For future research, it is recommended that researchers pay more attention to the challenges and difficulties that accompany digital innovations in HRM departments. One of the aspects is the need to be aware of the cultural and psychological aspects of the presence of technology in organizational areas, which has only been signaled in this article. A more in-depth study could address the issue of negative attitudes toward the introduction and use of digital technologies. The future research could focus on creating the necessary conditions at each stage of introducing digital innovations and using the potential of these tools – starting with needs analyses, awareness of goals, benefits, dealing with concerns and risks, communication and evaluation and assessment of the technology in question.

The study provides suggestions for practice, providing companies in Finland and Poland with the insight into the impact of the trends on the development of digital innovations in HRM departments and the challenges they generate. The contributions of this study are also the recommendations and guidelines for organizations to effectively implement digital technologies. This will allow not only to better adapt to the present situation, but also to more accurately predict future trends.

The research results can be useful for the development of HRM practices, as traditional practices are increasingly being replaced by new digital modes of leading and managing capital resources in organizations. This development is followed by the need for new competencies in HRM (Mazurchenko, Maršíková, 2019), a new understanding of leadership, thus digital tools may prove particularly supportive in this context (Salojärvi, 2018). Digital innovation research conducted in the modern business services industry can be particularly valuable in the context of the flow of technological innovations, including know-how, implementation of modern organizational solutions; which transfers to other industries (MORR, 2017). Digital innovations can contribute to reducing the complexity of HRM functions, which will accelerate management and personnel decisions. It will improve the quality of analytical data, as well as increase access to employees and opportunities in planning their personal development. As a result, the introduction of digital innovations will contribute to reducing costs and increasing the efficiency of HRM processes.

This study provides a new and timely perspective by examining applied digital innovations and related challenges affecting the implementation of digital innovations by HRM departments in the modern business services sector. This survey provides comprehensive information on how and what can enhance the capacity for digital innovation in Finnish and Polish organizations. This article theoretically analyzes the importance of technological development for HRM departments and reviews the previous research on digital technologies in HRM departments and the factors and challenges of introducing digital innovations. It also characterizes the modern business services sector, which is very active in introducing digital innovations.

Considering the pervasiveness of technology, this article offers an understanding of how the metaverse can impact digital entrepreneurship. The objective will be to gather professional evidence on how the revival of this new technology can bring entrepreneurial development.

Through a qualitative study approach based on applying the metaverse in digital business contexts and analysing 533 practitioner sources from the Nexis Uni database, it will be possible to identify the concepts and application techniques of this emerging technology. The research adopts a qualitative methodology based on a mixed thematic and content review using tools such as ATLAS.ti and Leximancer.

This study finds three relevant macro-topics for metaverse and digital entrepreneurship (technology, immersive and design) and eight concepts (private solutions, digital twins, gamification, public solutions, new business worlds, co-design, collaborative spaces and stakeholders' participation). The uncovered elements demonstrate professionals' interest in a new mode of digital entrepreneurship using the metaverse. This interest highlights the commitment of companies and entrepreneurs toward discovering new services delivered in virtual and parallel worlds that find the creation of digital twins as their essence. Therefore, the study explores ongoing relationships for developing increasingly technically complex metaverse platforms and customer service offerings.

The study has some limitations as the selection of the database and the way the cases are focused on, which may be a stimulus for future studies. The analysis has innumerable theoretical and practical implications. In the first case, this research will shed light on an empirical case concerning the conceptual difference between innovation or greater transformation of business models through the metaverse. This work will directly contribute to the global discussion by identifying a model for applying emerging technology to digital entrepreneurs. Finally, from a practical point of view, the authors will provide new insights to digital entrepreneurs by showing them applications, best practices, and platforms they can use for their businesses.

On a practical level, the authors show practical opportunities coming from the metaverse for digital entrepreneurs. This study may inspire CEOs, managers, and future entrepreneurs to use the metaverse to expand their businesses by diversifying their services into numerous sectors.

To the best of the authors' knowledge, this study represents one of the first efforts to study the metaverse by framing it from theoretical and practical perspectives of digital entrepreneurship. Additionally, future research implications may guide researchers in this brilliant research field.