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In this chapter we consider the “Regularization of Derivative Expectation Operator” (Rodeo) of Lafferty and Wasserman (2008) and propose a modified Rodeo algorithm for semiparametric single index models (SIMs) in big data environment with many regressors. The method assumes sparsity that many of the regressors are irrelevant. It uses a greedy algorithm, in that, to estimate the semiparametric SIM of Ichimura (1993), all coefficients of the regressors are initially set to start from near zero, then we test iteratively if the derivative of the regression function estimator with respect to each coefficient is significantly different from zero. The basic idea of the modified Rodeo algorithm for SIM (to be called SIM-Rodeo) is to view the local bandwidth selection as a variable selection scheme which amplifies the coefficients for relevant variables while keeping the coefficients of irrelevant variables relatively small or at the initial starting values near zero. For sparse semiparametric SIM, the SIM-Rodeo algorithm is shown to attain consistency in variable selection. In addition, the algorithm is fast to finish the greedy steps. We compare SIM-Rodeo with SIM-Lasso method in Zeng et al. (2012). Our simulation results demonstrate that the proposed SIM-Rodeo method is consistent for variable selection and show that it has smaller integrated mean squared errors (IMSE) than SIM-Lasso.

Many studies have investigated the impact of celebrity endorsers on consumers’ purchase intention. None, however, has studied the effects of an association endorsement. This research examined the effect of the Professional Rodeo Cowboys Association’s (PRCA) endorsement of products on consumers’ purchase intentions. Survey data were collected from 1,456 respondents attending six rodeos across the USA. Binary logit regression revealed that individuals who attended rodeo frequently and those with less than a college degree were the most likely to accept the association endorsement. The findings are explained within the social influence framework.

Since the early 1980s, many studies have assessed consumers’ preferences for domestic versus imported apparel; a few have addressed the influence of socio‐economic factors on preference. This study provides a profile of the ethnocentric consumer, one who prefers their own goods over goods made in other cultures, by using an array of socio‐economic factors, including an eight‐category occupation variable and a “greatest generation” age variable, regressed on consumers’ perception of the importance of buying a garment made in the USA. Data were obtained from a convenience sample of rodeo attendees. Results from binary logistic regression reveal that younger, college‐educated respondents and those employed in service occupations are less likely to perceive buying US‐produced apparel as important than other groups.

A television comic announces a satiric Golden Fleece Award for the faux pas of some government official. The San Diego Chicken hams it up in the stands of the baseball park. A Swiss mime troupe advertises the services of a communications corporation. All these may be more familiar to young people today than is a circus clown. These and other entertainers are all in the business of laughter and provide commentaries on current society.

Technology planning presents a unique challenge to planners. First, because until technology achieves patents and proprietary know how, it offers high risk and low value. And second, because technology management is to business management what rodeos are to ranching. In fact, John Thackray's recent Planning Review article (July 1983) concluded that technology cannot be managed, and therefore, cannot be planned.

This research aims to develop and test the traditionscapes framework in which consumers appropriate local traditions as a resource to foster cultural identity in emerging markets.

A multi-level research approach with qualitative (n = 38) and quantitative data (n = 600) was employed in the context of gaucho traditions in the southern part of Brazil (Rio Grande do Sul state).

The findings indicate that traditionscapes operate in a fluid process that engenders local culture attachment into tradition value through the consumer identification process. Traditionscapes build a sense of local cultural attachment that functions as a source of social, cultural, and local identification. Findings also support our three-stage traditionscapes framework, emphasizing the identification process that depends on consumers' global culture resistance.

This research provides a novel viewpoint to the well-established relationship between tradition and globalization in consumption studies. We contribute to this debate by shifting the discussion to the fluid process of traditionscapes in which tradition value is engendered through consumer appropriation and identification with local traditions, even in a globalized context. Although recent research suggests that global culture can disrupt local traditions, traditionscapes operate as an extended perspective that coexists with other global cultural flows.

Equestrian sports offer a rare opportunity to bring male and female athletes together as competitors and team members, and women's historic participation in this field has been on the rise worldwide. Nonetheless, as our own previous research on the elite world of show jumping has shown, there are a series of cultural and institutional factors that have operated – within the Brazilian context – to restrict horsewomen's access to the highest international levels and thereby acquire the visibility, success and celebrity status that have been awarded to its most prominent male equestrians. Women's entrance into the still very masculine world of horse racing has proven even more difficult. The work presented here, part of a broader ethnographic study of gender, space and sport at the racetrack, looks at the paths taken by young Brazilian women jockeys – in this case, of predominantly poor and working class origin – in their pioneering incursion into the male preserve of the turf. We focus on questions of subjectivity, construction of identities and negotiation of space, insofar as these processes both reflect and contribute to changing gender relations in contemporary Brazilian society.

In‐depth tourism is a new traveling pattern, which combines thematic traveling experience and personal knowledge. This paper aims to analyze the industry characteristics and approaches to develop and promote in‐depth tourism from a service innovation perspective.

The paper introduces the concept of in‐depth tourism and presents two case studies depicting the practices of this new approach. The paper also includes training and exercises on in‐depth tourism's implementation.

A three‐dimensional framework consisting of customer value, regional resources and competences, and technology adoption (e.g. information and communication technologies) is developed to guide service innovations in the tourism industry.

The new theoretical framework and set of training exercises provide management with the tools to effectively create and promote service innovations through in‐depth tourism.

The paper introduces the concepts and practices of in‐depth tourism from a service innovation perspective. In addition, the research provides several managerial and policy implications to manage service innovations and to promote regional development through in‐depth tourism.

This paper provides the backdrop to the other seven articles in this WHATT 2018 theme issue dedicated to Guyana. This paper looks back and ahead at the development of tourism in Guyana. The purpose of this paper is to enable the reader to have a clear understanding of the provenance of the industry over the past 50 years and how that evolution informs the possible direction and future of the industry up to the year 2025 and beyond.

As would be expected of any study that examines the antecedence of a phenomenon, there is reliance to a significant degree upon historical material and interviews. The former comprises studies done by tourism consultants and researchers in Guyana, as well as publications from government agencies and sources. Further, especially in the quest for information relating to contemporary policies and developments, the interview method has been used.

This paper establishes that the evolution of tourism in Guyana is a movement from obscurity and insignificance to prominence and vibrancy. From being off the tourism map for many decades, Guyana is now enhancing its profile in the Caribbean region and carving a “green niche” for itself in the nature and adventure travel market.

This paper provides special value to persons working in the development of tourism, in either the public or private sector.

Using a cross-cultural perspective, the purpose of this paper is to examine the effect of cultural difference and travel motivation on event participation and how cultural difference may influence the relationship between travel motivation and event participation. The paper highlights the importance of culture in tourism research.

The research was conducted by using a secondary data set (n=24,692) commissioned by Destination Canada (formerly the Canadian Tourism Commission). Both descriptive statistics (e.g. frequency analysis) and inferential statistics (e.g. hierarchical regressions) were calculated.

First of all, the results indicated that travel motivations and cultural difference can impact event participation. For example, those who were more motivated by knowledge and competence (e.g. knowing history and culture) were more likely to participate in art festivals and cultural events. Also, the research recognized that Asian-Canadians were more likely to visit ethnic or religious festivals than Anglo-Canadians, whereas Asian-Canadians were less likely to attend farmers’ market in comparison with Anglo-Canadians. Last, the effect of cultural difference can moderate the relationship between travel motivation and event participation.

These findings emphasize that travel motivations and cultural difference are key factors to be considered for festivals’ marketing. Particularly, the moderating effect of cultural difference reinforces that the important role played by culture for effective festival marketing should not be ignored. The research also provides valuable insights for destination managers who are interested in Asian markets. Moreover, using a secondary data set prepared by the Canadian Government largely increased the results’ representativeness, trustworthiness, and generalizability.