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This paper constitutes the first academic study to be made of Google Discover as applied to online journalism.

This paper constitutes the first academic study to be made of Google Discover as applied to online journalism. The study involved conducting 61 semi-structured interviews with experts that are representative of a range of different professional profiles within the fields of journalism and search engine positioning (SEO) in Brazil, Spain and Greece. Based on the data collected, the authors created five semantic categories and compared the experts' perceptions in order to detect common response patterns.

This study results confirm the existence of different degrees of convergence and divergence in the opinions expressed in these three countries regarding the main dimensions of Google Discover, including specific strategies using the feed, its impact on web traffic, its impact on both quality and sensationalist content and on the degree of responsibility shown by the digital media in its use. The authors are also able to propose a set of best practices that journalists and digital media in-house web visibility teams should take into account to increase their probability of appearing in Google Discover. To this end, the authors consider strategies in the following areas of application: topics, different aspects of publication, elements of user experience, strategic analysis and diffusion and marketing.

Although research exists on the application of SEO to different areas, there have not, to date, been any studies examining Google Discover.

The peer-review history for this article is available at: https://publons.com/publon/10.1108/OIR-10-2022-0574

ChatGPT is a versatile technology with practical use cases spanning many professional disciplines including marketing. Being a recent innovation, however, there is a lack of academic insight into its tangible applications in the marketing realm. To address this gap, the current study explores ChatGPT’s application in marketing by mining social media data. Additionally, the study employs the stages-of- growth model to assess the current state of ChatGPT’s adoption in marketing organizations.

The study collected tweets related to ChatGPT and marketing using a web-scraping technique (N = 23,757). A topic model was trained on the tweet corpus using latent Dirichlet allocation to delineate ChatGPT’s major areas of applications in marketing.

The topic model produced seven latent topics that encapsulated ChatGPT’s major areas of applications in marketing including content marketing, digital marketing, search engine optimization, customer strategy, B2B marketing and prompt engineering. Further analyses reveal the popularity of and interest in these topics among marketing practitioners.

The findings contribute to the literature by offering empirical evidence of ChatGPT’s applications in marketing. They demonstrate the core use cases of ChatGPT in marketing. Further, the study applies the stages-of-growth model to situate ChatGPT’s current state of adoption in marketing organizations and anticipate its future trajectory.

Rural tourism facilities in Poland were very keen on amateur websites to promote their hospitality services from 2000 to 2018. In most cases, the websites were nonprofessional, hosted on free servers and made by family members or friends of the holding. After search engine algorithms changed in 2015–2019, the websites started to go extinct on a large scale; they were deleted and often replaced with a more modern design and a commercial domain. These resources offered a rare opportunity to gain insight into rural tourism, rural changes and socioeconomic and cultural phenomena.

The paper’s objective is to demonstrate with an analysis of archived Polish rural tourism websites that digital cultural artefacts are generated in rural areas. The study was an analysis of selected development attributes of rural tourism websites found in the Internet Archive. The analysis involved those attributes that are important for determining whether a website or content can be considered digital cultural heritage assets.

The conclusions demonstrate that rural digital cultural heritage is a set of digital artefacts created in rural areas with their characteristics. Rural digital artefacts are records of ICT, infrastructure, environmental, cultural and socioeconomic changes.

The “digital assets” of rural areas are yet to be discussed in the context of rural cultural heritage, as a set of artefacts created in these areas and characteristic of them.

This study aims to explore the challenges faced by the tourism and hospitality industry following the COVID-19 pandemic and to propose effective strategies for recovery and resilience of this sector.

The study analysed the challenges encountered by the tourism and hospitality industry post-pandemic and identified key strategies for overcoming these challenges. The study utilised the modified Delphi method to finalise the challenges and employed the Best-Worst Method (BWM) to rank these challenges. Additionally, solution strategies are ranked using the Criteria Importance Through Intercriteria Correlation (CRITIC) method.

The study identified significant challenges faced by the tourism and hospitality industry, highlighting the lack of health and hygiene facilities as the foremost concern, followed by increased operational costs. Moreover, it revealed that attracting millennial travellers emerged as the top priority strategy to mitigate the impact of COVID-19 on this industry.

This research contributes to understanding the challenges faced by the tourism and hospitality industry in the wake of the COVID-19 pandemic. It offers valuable insights into practical strategies for recovery. The findings provide beneficial recommendations for policymakers aiming to revive and support these industries.

Small business enterprises (SBEs) are a very critical element of the micro, small and medium enterprises (MSME) sector especially in the underdeveloped locations of the country. SBEs not only provide employment but also support the local economy by way of their products and services. In modern times, their presence on the digital platform is becoming essential and thus, these types of studies are required to bring to the table the issues and practices from the less represented sections of the sector. This study attempts to understand the responsiveness of the SBEs in Sikkim, India, and Bhutan in terms of their frequency of digital marketing (DM) usage. This study also attempts to understand the relationship between the factors affecting the practice or adoption of DM among the SBEs of Bhutan and Sikkim, India. For this purpose, empirical data were gathered from 320 SBEs from Sikkim and Bhutan representing the various sectors as defined by the national governments of the two countries. The SBEs of Bhutan and Sikkim are not found to be very active on the front of DM. The SBEs in these two locations need to become more active in using the digital platforms and tools to promote their products and services. The industry trends and government support in the form of infrastructural development are expected to play a vital role in orienting the SBEs into the adoption of DM in a better way. This study is crucial for the MSME sector, the government, telecom services providers, and local entrepreneurs.

This paper aims to explore the promotion decisions of heterogeneous sellers on a decentralized platform under competitive conditions and analyze how seller behaviors impact platform profit, seller revenue, buyer surplus and social welfare.

This paper considers a Cournot model consisting of a platform charging a commission rate and two sellers with different conversion rates and browsing costs. Promotion efforts by sellers can increase traffic, but they also incur promotion costs for sellers. The sellers decide on promotion effort by weighing these two effects. The authors also explore the equilibrium when the platform charges a fixed usage fee.

The seller’s profit improves as its conversion rate increases and worsens as browsing costs increase. Also, increasing the commission rate charged by the platform makes the seller invest less in promotional efforts. Therefore, the platform must consider this trade-off to determine an optimal rate. The analysis shows that the seller with a high conversion rate and high browsing cost plays a greater role in generating more overall revenue. When the market favors such a seller, the platform tends to charge less in order not to impair its profitability.

This paper incorporates conversion rate, buyer’s browsing cost, unit promotion cost and the fee charged by the platform into the model to study sellers’ promotion decisions on decentralized platforms.

The rapid growth of artificial intelligence is disrupting various industries, including the tourism sector. This paper aims to outline the applications, benefits and risks of ChatGPT and large language models in general on tourism. It also aims to establish a research agenda for investigating the implications of these models in tourism.

Drawing on the available literature on ChatGPT, large language models and artificial intelligence, the paper identifies areas of application of ChatGPT for several tourism stakeholders. Potential benefits and risks are then considered.

ChatGPT and other similar models are likely to have a profound impact on several tourism processes. They will contribute to further streamline customer service in front-of-house operations and increase productivity and efficiency in back-of-house operations. Although negative consequences for human resources are expected, this technology mostly enhances tourism employees.

To the best of the authors’ knowledge, this is one of the first studies that explore the potential implications of ChatGPT in tourism and hospitality.

人工智能的快速发展正在颠覆包括旅游业在内的各个行业。 本文旨在概述ChatGPT和大型语言模型在旅游业中的应用、好处和风险。同时, 旨在建立一个研究议程, 以调查这些模型在旅游业中的影响。

本文借鉴了关于ChatGPT、大型语言模型和人工智能的现有文献, 确定了ChatGPT在几个旅游利益相关者中的应用范围, 然后考虑了潜在的好处和风险。

ChatGPT和其他类似的模型可能会对一些旅游过程产生深远的影响。它们将有助于进一步简化前台业务的客户服务, 并提高后台业务的生产力和效率。虽然对人力资源的负面影响是可以预见的, 但这项技术主要是增强旅游业的员工能力。

这是首批探索ChatGPT在旅游业和酒店业潜在影响的研究之一。

A partir de la bibliografía disponible sobre ChatGPT, grandes modelos lingüísticos e inteligencia artificial, este artículo identifica las posibles áreas de aplicación de ChatGPT y actores que se pueden beneficiar. De igual forma, se examinan los posibles beneficios y riesgos.

El rápido crecimiento de la inteligencia artificial está afectando diversas industrias, incluyendo la del turismo. Este artículo pretende esbozar las aplicaciones, ventajas y riesgos de ChatGPT, así como los grandes modelos lingüísticos, en turismo. También pretende establecer una agenda de investigación para estudiar las implicaciones de estos modelos en el turismo.

Es probable que ChatGPT y otros modelos similares tengan un profundo impacto en varios procesos turísticos, contribuyendo a racionalizar, aún más, el servicio al cliente en las operaciones de front-of-the-house y aumentando la productividad y eficiencia en el back-of-the-house. Aunque se prevén consecuencias negativas para los recursos humanos, esta tecnología servirá sobre todo para potenciarlos.

Éste es uno de los primeros estudios que exploran las implicaciones potenciales de ChatGPT en el turismo y la hostelería.

This study aims to investigate the facilitating conditions (FCs) and how these FC affect institutional repository (IR) sustainability practices in public universities in Nigeria.

A survey research design was adopted in this study. The study population comprised 542 librarians from public universities that have IRs across Nigeria. A sample size of 230 librarians was determined using Taro Yamane’s formula. A multi-stage sampling technique was used to select the respondents in three stages, which were purposive, stratified and purposive sampling. A structured, validated questionnaire was used for data collection. Data were analyzed using descriptive and inferential (simple and multiple regression) statistics at a 5% level of significance.

The result revealed that the availability of FCs (ßeta = 0.459, t(211) = 7.719, p = 0.000) has a positive and significant influence on IR sustainability in public university libraries in Nigeria. The F-test (1, 223) value of 59.582 shows that there is sufficient evidence to substantiate the model’s usefulness in explaining IR sustainability. The R² (0.211) indicates that 21.1% of the variation in IR sustainability is explained by the availability of FCs in public university libraries in Nigeria. The finding suggests that the availability of FCs is a vital predictor of IR sustainability in public university libraries in Nigeria. The result also depicts that out of the eight parameters that measure the availability of FCs, it was current awareness of IR that had a positive and significant influence on IR sustainability.

This study concluded that ICT skills and FCs are contributory factors to IR sustainability practices by librarians in public university libraries in Nigeria. It was recommended that university administrators formulate policies that promote the sustainability of IR and provide adequate funds to support IR sustainability. Furthermore, the library management in public university libraries in Nigeria should drive content recruitment and create awareness of the IRs among students and faculty to ensure continued use.

After completion of the case study, the students will be able to illustrate issues in offline marketing and strategy for an in-store business, familiarize students with the challenges involved in the decision-making in integrating online and offline marketing strategies, evaluate the advantages and disadvantages of online and offline marketing and motivate students to apply marketing strategies to real-world business situations

Deepa Kumar, the founder of Yashram Lifestyle, had successfully built a niche brand with a strong online presence in the lingerie industry. Yashram Lifestyle was known for its innovative products and commitment to addressing the real-life vulnerabilities faced by women at different stages of life. With a vision to be a one-stop destination for all intimate and practical needs of women and girls, Yashram had introduced unique products such as period panties, starter bras, incontinence underwear and hygiene panties. On the contrary, Kumar acknowledged that offline marketing strategies, such as pop-up stores, collaborations with physical retailers and participation in industry events, could provide valuable insights into customer preferences, enhance brand visibility and foster direct customer engagement. Offline channels might also enable Yashram Lifestyle to better understand the market dynamics and further drive product innovation. However, owing to the associated costs, logistics and potential risks, Kumar was apprehensive about venturing into offline marketing. She wondered whether Yashram Lifestyle had the necessary assets and expertise to successfully scale up its operations while making these alternate decisions. Furthermore, she questioned herself whether offline marketing efforts would be worth the investment and whether they could lead to substantial growth and increased market share for Yashram Lifestyle.

The purpose of this case study is to provoke critical thought among undergraduate and postgraduate business and management students about Kumar’s potential course of action for Yashram Lifestyle to engage in offline marketing. It applies to the implementation of marketing strategy.

Teaching notes are available for educators only.

CSS 8: Marketing.

This study aims to use a novel approach, focusing on the manager’s gender, to explore whether it acts as a differentiator in the following aspects of tourist accommodation companies in Extremadura (Spain): the level of information and communication technology (ICT) specialisation of employees, managers’ knowledge of ICTs and the social media and online tourism platform use intensity of managers.

A questionnaire was sent to 238 accommodation companies. The data collected from the questionnaire were analysed using statistical inference techniques and linear and logistic regression.

In general, ICT specialist profiles are more common amongst the employees of male-led companies. Male managers also use Booking and analyse online feedback more intensively. There appear to be no gender-based differences in terms of the ICT knowledge of managers.

These results highlight issues of major practical interest for the sector’s managers and decision makers, especially in Extremadura. They reveal the digital divide in certain aspects between men- and women-led firms in Extremadura. This finding has important consequences for the sector in terms of competitiveness. It highlights the need to continue working to eradicate gender gaps in digital settings.

The study shows the role of the manager’s gender as a differentiating factor in terms of the existence of specialist ICT profiles and ICT use intensity in tourism companies. To the best of the authors’ knowledge, this study provides the first evidence of such a finding for the tourism sector in general, as well as for the specific case of a rural destination such as Extremadura.