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Previous research suggests that constructions of legitimacy play a central role in the development of markets, yet little attention has been given to how that legitimacy is constructed through the material practices of market actors. This paper aims to address this gap via an examination of cultural intermediaries in the fine wine market of Shanghai.

An interpretive thematic analysis was carried out on data from 13 semi-structured interviews with fine wine intermediaries based primarily in Shanghai (5 wine writers/educators; 5 sommeliers/retailers; 3 brand representatives).

The dimensions of the legitimation of wine were examined, identifying three key themes: the legitimacy of intermediaries as experts; the legitimacy of a particular mode of wine consumption; the legitimacy of the intermediaries as exemplars for not-yet-legitimate consumers. These findings suggest that cultural intermediaries’ personal, consuming preferences and practices are significant to the formation of a new market, and that they must negotiate potential tensions between interactions with legitimate, not-yet-legitimate and illegitimate consumers.

Limitations with regard to generalizability are discussed with regard to potential future research.

The focus on cultural intermediaries and dimensions of legitimation can be used to examine the case of other emerging markets to anticipate the pathways to institutionalizing new forms of taste and consumption practices.

The paper offers an empirical insight into the market dynamics of distinction in the Shanghai wine market and conceptual insight into the importance of cultural intermediaries as exemplar consumers.

This chapter evaluates the motivations that inform engagement in enterprise creation and operation by individuals experiencing poverty. An in-depth, empirical qualitative exploration of motives for enterprise amongst a sample of 42 people in the UK who are experiencing poverty conditions is presented. The results demonstrate that traditional push–pull thinking about enterprise motivation lacks nuance, specifically that the financial motive previously assumed to be prioritised in a context of resource deficit, in this research it was not. Second, push–pull motivations and intersections with intrinsic–extrinsic motivations are mapped, creating and developing a more refined understanding of enterprise motivations. Third, contexts and circumstances are recurrent factors reflexively informing motivations of those experiencing poverty and engaging in enterprise creation and operation.

Brand love is a notion where feelings are developed towards a specific brand. This notion is more than just a preference, it is an emotional attachment with the consumed product and the brand that represents it. In tourism, destination marketing will increase the relationship between tourists and places using certain kind of messages and images whose goal is to stimulate their senses and feelings. In crisis management situations, it acts as a mediator, by assessing tourists' risk and safety perceptions, and helps mitigate lasting negative effects.

However, can destination brand love be promoted during these pandemic times? To get an in-deep understanding of the connections that exist between love and safety in tourism, this study explores two concepts through an extended literature review and a qualitative methodological approach using content analysis procedures that will focus on international marketing strategies during the ongoing pandemic crisis.

The qualitative approach was conducted through a survey composed of a set of open-ended questions (N = 31) where respondents were asked to identify their feelings after viewing the promotional tourism campaigns released after the significant increase in cases of COVID-19 worldwide.

The main results demonstrate the existence of brand love antecedents – brand trust and a sense of community, and an overall positive reaction to the images and messages promoted. Also, the existence of brand love antecedents demonstrates the brands' capacity to adapt to crisis events and its ability to outline the kind of paths that have to be defined for tourists to remain passionate about destinations.

In the wake of the COVID-19 health crisis, destinations are facing the challenging task of reopening their borders while keeping resident population safe. Destination communities help to flatten the infection curve while tourists contribute to spread the virus. This chapter explores the impacts of a health crisis on stakeholders' emotional solidarity and support for tourism. Twenty-six semi-structured interviews were conducted with different stakeholders. Findings show that informants who perceive socioeconomic tourism benefits are likely to support it in exchange for appropriate health measures. Others affected sociopsychologically by the pandemic feel negative emotional solidarity toward foreign tourists. Thus, delineating the role of a health crisis becomes a crucial research question that can contribute to academic understanding of support for tourism. As uncertainty over border reopening currently affects 24% countries worldwide, these findings can be relevant to policymakers.

The chapter is devoted to analysis of the structure of regional identity. Topicality of this issue is caused by the processes of social differentiation of regions. The purpose of the research is to describe the factors of regional identity. Regional identity is predetermined by natural, geographical, socio-cultural, ethnic, and socio-political factors. Regional identity is viewed as a complex dynamic structure. It is analyzed on the basis of application of concepts of constructivism and symbolic capital. The authors come to the conclusion that dynamics of regional identity are determined by individuals’ evaluation of the conditions of the territory for satisfying the needs and implementation of life plans. This aspect is analyzed from the positions of the concept of constructivism. It is also concluded that dynamics of regional identity depends on attractive image of the territory and realization of its uniqueness. This aspect of regional identity is viewed as a symbolic capital, which stimulates the development of territory.

Satisfactory provision of basic education is a way through which social inclusion and economic growth can take place in post-apartheid South Africa. Although the country embraces the principles and guidelines for EFA declaration, making basic education available to the present school-age children, and to adults who were denied the opportunity during the apartheid era, has remained unrealized. The gap in basic education has persisted despite notable improvements in the educational sector in South Africa. To address this challenge, this chapter seeks to reconceptualize and expand the meaning of “basic education” within the context of South African society. It argues that the meaning and the practice of basic education in South Africa is inseparable from the historic experiences and the socio-economic dynamics that shape the present society. Besides, to realize the goal of improved quality, the role of non-state institutions in basic education provision needs to be redefined.

Gender inequality in employment, pay and leadership positions continue to be a major issue around the world, particularly in many Asian countries such as Japan. To understand the root causes of such inequality better and to synthesize recommendations on what employers can do to integrate, develop, and retain women in the workforce better, we conducted a literature review and interviewed female workers, including managers. We provide new insights by conceptualizing the relationship between women and work from an identity perspective. Our findings from interviews revealed striking differences in the identities, work attitudes and career goals of highly qualified Japanese women. We classified the identities of women into four groups: the Careerist, the Conflicted, the Functionalist and the Caregiver. To better attract, motivate and retain women, employers may provide individualized human resource management practices that meet the demands of the different types of career women.