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Using the transportation theory, and the brand equity model, this study aims to examine how short video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to patronise. Further, the study tested the moderating role of real-world video between the brand equity dimensions and intention to patronise.

A sequential explanatory mixed method is adopted for this study. An empirical study was conducted in the first phase with 1,119 participants. In the second phase, the quantitative results were used to develop a semi-structured interview guide for in-depth interviews with 9 respondents to validate the quantitative outcomes. The structural equation modelling technique was utilised to analyse the quantitative data, whereas content analysis was used for the qualitative data.

The results revealed that short video narratives lead to horti-awareness, image and value. Additionally, horti-awareness, and value had a significant impact on intention to patronise horti-tourism destinations. Another interesting observation is that the negative perceived quality might be as a result of the short video emanating from a tourist perspective. Importantly, potential tourists perceived the real-world video to be authentic, thus strengthening the relationship between the brand equity dimensions and intention to patronise.

This research provided valuable insights for marketers/management and stakeholders within the tourism and hospitality sector to achieve benefits derived from the findings of the study.

To the best of the authors knowledge, this study is the first attempt to embed the theory of transportation and the brand equity model in understanding horti-tourism destinations, which can rarely be found in extant literature.

This study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer engagement (likes, comments and shares), as well as the moderating effect of the release time (morning, afternoon and evening) in such relationships.

This study uses Python to write programs to crawl relevant data information, such as consumer engagement and short video release time. It combines coding methods to empirically analyze the impact of short-branded video content characteristics on consumer engagement. A total of 10,240 Weibo short videos (total duration: 238.645 h) from 122 well-known brands are utilized as research objects.

Empirical results show that the content characteristics of short videos significantly affected consumer engagement. Furthermore, the release time of videos significantly moderated the relationship between the emotionality of short videos and consumer engagement. Content released in the morning enhanced the positive impact of warmth, excitement and joy on consumer engagement, compared to that released in the afternoon.

The findings provide new insights for the dissemination of products and brand culture through short videos. The authors suggest that enterprises that use brand videos consider content matching, information relevance, storytelling and emotionality in their design.

From a broader perspective, this study constructs a new method for comprehensively evaluating short-branded video content, based on four dimensions (content matching, information relevance, storytelling and emotionality) and explores the value of these dimensions for creating social media marketing success, such as via consumer engagement.

In this study, the effects are investigated of brand and product storytelling on customer assessments of perceived attitude, quality, experience, recommendation and purchase intention based on narrative transportation theory within the domain of winery e-commerce.

In the research, two distinct constructs are introduced for brand and product storytelling, and multivariate analysis of variance is applied to analyze data collected from 391 respondents from the UK.

It is indicated in the study that embedding storytelling into elements, such as age verification screens on e-commerce sites, notably improves evaluations for both brands and products. Product storytelling broadly boosts customer appraisals in every evaluated aspect, while brand storytelling shows effectiveness in more limited cases. This suggests that narratives focused on products may have a wider appeal in enhancing the online customer experience.

This research underscores the strategic significance of balancing the focus between brand and product in crafting storytelling narratives for e-commerce contexts. It offers new insights into tailoring storytelling to meet individual consumer needs online, enriching the existing body of literature on storytelling’s application in digital commerce. Importantly, the study provides actionable guidance for wineries and other businesses aiming to enhance their online customer engagement through targeted narrative strategies.

This conceptual paper aims to explore government regulatory responses of social networking platforms (SNP) and tourism destination evangelism. This research draws on a two-phase data source review of government legislations that guarantee social media users and empirical papers related to social media platforms. The results revealed that Ghana has adopted specific legislations that manage and control SNP. To the best of the author’s knowledge, this study is the first of its kind that synthesized government legislation and empirical papers on social networking platforms in evangelising destinations which have been missing in extant literature.

To describe Ourmedia. Design/methodology/approach – The piece includes descriptions of the various media types Ourmedia handles, preservation issues, fair‐use interpretations and upcoming developments.

Ourmedia is a free open‐source global repository for digital media.

Provides information of value to information management professionals.

The purpose of this paper is to describe and analyze how one-shot library instruction sessions for large lecture classes can effectively be “flipped”, and can incorporate active learning activities as part of both online and face-to-face classroom.

This case study discusses the challenges of using flipped classroom methods with large enrollment courses and investigates the use of technology to facilitate the active learning components. Situated in flipped classroom pedagogy literature for both information literacy instruction and large lecture classes, the paper synthesizes practical information through the analysis of design and implementation.

Lecture classes present unique challenges for utilizing flipped classroom methods, but the obstacles can be overcome with a bit of preparation and faculty buy-in, balanced with the proper utilization of technology.

The paper offers other librarians practical design and implementation information for using flipped classroom methods, specifically for classes with large enrollments, filling a gap in the library literature that presently lacks examples of flipped classroom pedagogy being utilized for information literacy (IL) instruction with lecture classes.

This paper aims to draw the attention of the academic scholars to how marketing of horti-tourism can take action to contribute to tourism agenda 2030.

Reviewing literature on tourism, this paper builds a case for marketing horti-tourism based on the research gaps in literature, and future research directions are proposed to aid in the achievement of tourism agenda 2030.

Scholarly research on horti-tourism remains scarce, and more research attention is suggested on this subject matter. The tourism sector produced varied forms of tourism where horti-tourism is associated with horticulture farms, vegetable gardens and flower gardens which provide direct gains such as employment creation, foreign currency earnings, income generation source, poverty reduction and other gainful commercial activities. Despite the importance attached to this form of tourism in literature, less research has been conducted to market its relevance to nations and businesses. Much academic studies are needed to project this form of tourism.

This perspective paper serves as a call for tourism firms, governments and other stakeholders within and outside to make theoretical and practical contributions by marketing horti-tourism destinations to visitors which aid in the UN Tourism Agenda of 2030.

这篇文章提出观点和视角, 旨在引起学术界学者对 2030 年旅游议程的关注, 通过园艺旅游营销, 如何采取行动为推动 2030 年旅游议程做出贡献。

本文回顾了旅游业的相关文献, 根据文献中的研究空白构建了营销园艺旅游的案例, 并提出了未来的研究方向, 以帮助实现 2030 年旅游议程。

关于园艺旅游的学术研究仍然很少, 建议对该主题进行更多的研究关注。旅游业产生了多种旅游形态, 其中园艺旅游与园艺农场、菜园和花园相关, 提供直接收益：如创造就业、外汇收入、拓展收入来源、减贫和其他有收益的商业活动。尽管在众多文献中都很重视这种旅游形态, 但很少研究其与国家和企业的相关性, 需要大量的学术研究来预测这种形式的旅游。

这篇观点文章呼吁国内外的旅游公司、政府和其他利益相关者通过向游客营销园艺旅游目的地来进一步取得理论和实践成果, 以帮助推动联合国 2030 年旅游议程。

Este documento tiene como meta analizar cómo el marketing de Horti-turismo puede contribuir al desarrollo de la agenda del turismo 2030.

Se ha realizado una revisión de la literatura en bases de datos científicas de impacto a nivel internacional sobre la comercialización del horti-turismo.

La investigación prospectiva sobre horti-turismo sigue siendo escasa y se sugiere más atención científica sobre este tema. El sector turístico produjo variadas formas de turismo donde el horti-turismo está asociado con granjas de horticultura, jardines vegetales y jardines de flores que proporcionan beneficios directos como la creación de empleo, ganancias en divisas extranjeras, fuente de generación de ingresos, reducción de la pobreza y otras actividades comerciales lucrativas. A pesar de la importancia atribuida a esta forma de turismo en la literatura, se ha prestado menos atención en la comercialización a las naciones y las empresas. Se ha puesto de manifiesto la necesidad de desarrollar más estudios para formentar esta forma de turismo.

Este artículo exploratorio permite a las empresas de turismo, los gobiernos y otras partes interesadas dentro y fuera realizar contribuciones teóricas y prácticas a fin de comercializar sus productos en destinos de horti-turismo y, con ello, fomentar el desarrollo Agenda de Turismo de las Naciones Unidas de 2030.

The purpose of this paper is to develop Delphi methodology toward a holistic method for forecasting market change. Delphi methodology experienced its culmination in marketing research during the 1970s–1980s, but still has much to offer to both marketing scholars and practitioners in contexts where future market changes are associated with ambiguity and uncertainty.

This study revives the Delphi methodology by exemplifying how a recently developed framework on market change can be combined with the Delphi technique for data collection to support forecasting activities and research. The authors demonstrate the benefits of the improved methodology in an empirical study on the impact of the fifth generation of wireless communications technologies (5G) on the Finnish media market.

The developed methodological approach aids marketing scholars in categorizing and analyzing the data collected for capturing market change; and better guiding experts/respondents to provide holistic projections of future market change. The authors show that using a predefined theoretical framework in combination with the Delphi method for data collection and analysis is beneficial for studying future market change.

This paper develops Delphi methodology and contributes with a novel methodological approach to assessing market change.

The purpose of this paper is to review the approaches of international organizations to fostering knowledge management.

Two different approaches are used: First, presenting case studies on the United Nations Development Programme, the UN Economic Commission for Asia and the Pacific, the World Bank, the International Atomic Energy Agency, the OECD and the European Commission. Second, evaluation of the progress of the respective approaches by using common test criteria for knowledge management implementation established in the literature.

It was found that all the institutions covered in this contribution have passed the stage of information management and have put active knowledge management systems in place. However, a structured and systematic management of implicit and external knowledge can be found to a lesser extent. Only a few international organizations like UNDP or the World Bank have pushed their knowledge management systems to integrate both internal and external, explicit and implicit knowledge. The results show clearly that most international organizations still show much room for improvement regarding their information and knowledge management system.

The study was the first of its kind to look into information and knowledge management in international organizations. The contribution can be used as a starting‐point for further in‐depth work and as a blueprint for designing knowledge management systems in other international bodies.

The findings from the study may be used by various practitioners including knowledge managers in international organizations, knowledge management professionals and university researchers.

The paper represents the first documented attempt to review information and knowledge management in international organizations.

This paper aims to present a study using encephalography (EEG) to investigate consumer responses to narrative videos in energy efficiency social marketing. The purpose is to assess the role of attention, working memory, emotion and imagination in narrative transportation, and how these stages of narrative transportation are ordered temporally.

Consumers took part in an EEG experiment during which they were shown four different narrative videos to identify brain response during specific video segments.

The study found that during the opening segment of the videos, attention, working memory and emotion were high before attenuating with some introspection at the end of this segment. During the story segment of the videos attention, working memory and emotion were also high, with attention decreasing later on but working memory, emotion and imagination being evident. Consumer responses to each of the four videos differed.

The study suggests that narratives can be a useful approach in energy efficiency social marketing. Specifically, marketers should attempt to gain focused attention and invoke emotional responses, working memory and imagination to help consumers become narratively transported. The fit between story object and story-receiver should also be considered when creating consumer narratives.

Policymakers and organisations that wish to promote pro-social behaviours such as using energy efficiently or eating healthily should consider using narratives.

This research contributes to theory by identifying brain response relating to attention, working memory, emotion and imagination during specific stages of narrative transportation. The study considers the role of attention, emotion, working memory and imagination during reception of stories with different objects, and how these may relate to consumers’ narrative transportation.