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As independent travel has become increasingly popular in recent years, factors influencing users’ attitudes and behaviors should be explored. Besides, the rise of video platforms like YouTube, Bilibili and TikTok has led to the flourishing of user generated content (UGC), among which travel vlogs have become convenient and essential references for tourists before and while they travel on their own.

This research used quantitative analysis through a survey designed for young people, as most vlog viewers are in those age groups, to explore the attitudes and perceptions of vlog preference, attitudes and cognizance of travel vlogs among different gender, guided by the decision-making theory and preference theory with 455 participants.

Survey results showed that both genders have common choices regarding travel vlog preference, attitudes, sharing and cognizance. Yet, gender differences appear in some cognition of travel vlogs and specific preferences, such as information searching habits, trusty travel and information sources.

Existing studies focus on the influence of platforms on users, but scant studies focus on user perceptions of vlogs as a new information carrier for young people in East Asia, especially regarding gender differences, which is crucial in media-based marketing. This research provides practical suggestions to marketers and vloggers to attract and engage different genders of young people and theoretical implications on decision and preference theories.

This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior.

Using the uses and gratification theory, this study proposes information, entertainment and remuneration content that motivates customers to develop brand intimacy and thereby perform customer extra-role behavior. The study also tests the moderated moderation effect of self-congruence and customer experience using 704 observations from South India in the food industry context.

The study’s results reveal the influence of entertainment and remuneration content on brand intimacy, which further influences customer extra-role behavior (civic virtue, cocreation, sportsmanship and helping behaviors). The study confirms a moderated moderation effect in the relationship between brand intimacy and civic virtue and brand intimacy and sportsmanship behaviors.

The study suggests that brands may include entertainment and remuneration elements in their social media content to build intimate customer relationships, further influencing customers’ extra-role behaviors. Besides, brands should focus on customers’ self-concepts and experiences to encourage them to act voluntarily.

This study makes a unique contribution by investigating the influence of brand-related social media content on customer extra-role behavior through brand intimacy. It uses self-congruence and customer experience to test their moderated moderation effect in the relationship between brand intimacy and customer extra-role behavior.

Online customer communities have become a strategic tool for business-to-business (B2B) firms to drive collaboration among customers around the company’s products and services. This paper aims to argue that the three social capital dimensions, that is, structural, relational and cognitive, themselves driven by brand community trust, can affect brand loyalty for the organization.

The authors use a survey to collect data and structural equation modeling to test the conceptual framework by collecting data from 214 participants across three online B2B communities operated by three technology firms in India.

Brand community trust is found to have a strong association with social network ties, identification and norm of reciprocity and shared vision. These three have concomitant effects on the quality of customer-to-customer (C2C) interactions. Such communication generates functional, emotional and social benefits, which, in turn, curate brand loyalty.

The authors’ findings guide community managers in leveraging such conversations in shaping customer loyalty for the corporate brand.

This work provides an integrated framework to explain the important role of C2C interactions in B2B online brand communities.

Brand crowdfunding, launched through brands’ social media platforms, can provide a myriad of crowdfunding and branding benefits, such as strengthening brands’ social networks, validating product launches, generating mass exposure and enabling cocreation. Gamification positions brand crowdfunding as an exciting and joyful activity that more deeply engages prosumers. Anchored on resource-based theory, theory of planned behavior and service-dominant logic, this paper aims to develop a brand crowdfunding framework for established brands with insights from two emerging markets: China and India.

A deductive cross-sectional design is used to gather data from an established brand’s (e.g. Xiaomi) social media followers in China (n = 826) and India (n = 358), which is analyzed through PLSc-SEM.

The results reveal that social media brand engagement is an antecedent of brand crowdfunding participation, brand crowdfunding intention is a predictor of brand loyalty and gamification is a significant moderator in technology-oriented societies.

The paper develops a brand crowdfunding framework that provides insights on how established brands can leverage crowdfunding to enhance their new product development process. The results contribute to the social media brand engagement, crowdfunding, gamification and emerging markets literature.

This study aims to examine a second-order latent variable of family functioning built from two established protective factors for American Indian (AI) youth, i.e. family cohesion and parental monitoring. This study then examines if family functioning is related to alcohol use frequency or age of initiation for AI youth. Additionally, this study examines if family functioning served as a moderator for the risk factor of peer alcohol use.

Data came from the 2021 Our Youth, Our Future survey. Participants were 4,373 AI adolescents from Grades 6–12 across the contiguous USA. Structural equation modeling (SEM) was used to test the latent variable of family functioning. Structural paths and interaction terms between peer use and family functioning were added to the SEM to explore direct and moderating effects.

Family cohesion and parental monitoring were best represented by a second-order latent variable of family functioning, which was related to later initiation and lower alcohol use frequency.

The findings regarding the initiation of alcohol use may be applicable to prevention programs, with family functioning serving as a protective factor for the initiation of alcohol use. Programs working toward alcohol prevention may be best served by focusing on family-based programs.

The latent variable of family functioning is appropriate for use in AI samples. Family functioning, which is an inherent resilience factor in AI communities, was shown to be protective against harmful alcohol use behaviors.

This study aims to examine how the theory of planned behaviour and technology acceptance theory can be used to understand the adoption of non-pharmaceutical interventions (NPIs). The relationships between attitudes, behavioural intentions towards using NPIs, actual use of NPIs and word-of-mouth (WOM) were examined and compared between early and late adopters.

A survey was conducted to test the hypotheses with partial least squares structural equation modelling (n = 278).

The results indicate that relationships between attitudes, intentions and behavioural intentions were positive and significant in the whole data set – and that there were differences between the early and late adopters. WOM had no substantial relationship with actual usage and early adopters’ behavioural intentions.

This research gives a better sense of how WOM impacts attitudes, behavioural intentions and actual usage among early and late adopters of NPIs and highlights the effectiveness of WOM, especially among late adopters of NPIs. Furthermore, using the TAM allows us to make specific recommendations regarding encouraging the use of NPIs. A new three-stage communications model is introduced that uses early adopters as influencers to reduce the NPI adoption time by late adopters.

Developing a sense of belonging among immigrant youth in multicultural contexts has attracted significant attention from scholars during the last few decades. Studies have already underscored how various educational factors hinder or facilitate students’ sense of belonging to the school or the larger society. Although most students in Hong Kong schools are ethnic Chinese, a significant number of non-Chinese children make students diversity an essential aspect of schooling. The study investigated how schools can develop a sense of belonging among ethnic minority youth in Hong Kong.

As the education system in Hong Kong lacks a multicultural education policy, how can schools help develop a sense of belonging to the school and the larger society among young ethnic minority people? To answer this question, this paper consolidates the two sets of data originally gathered for two research projects. The data was collected through semi-structured in-depth interviews with nine secondary school teachers (Chinese and non-Chinese) and 15 students (non-Chinese) and analysed thematically.

The thematic analysis of the qualitative data identified several challenges and opportunities for developing ethnic minority students’ sense of belonging in Hong Kong.

Researchers in comparative education can further explore how multicultural education and inclusive education approach together can help ensure inclusive and equitable quality education for all and cater to students' diverse learning needs across the education systems.

Given that the aims of multicultural education and inclusive education resonate with each other, schools can focus on the Whole School Approach to developing a sense of belonging among ethnic minority youth in Hong Kong. However, policymakers and practitioners may need to adopt a multifaceted perspective on inclusive education that strives to ensure equitable quality education for all.

The study contributes to the existing body of scholarship on multicultural education and inclusive education. The study findings underscore the importance of an interdisciplinary research framework in education and advocate an integrative approach to supporting students with diverse learning needs in multicultural contexts.

Health-care marketing typically entails a coordinated set of outreach and communications designed to attract consumers (patients in the health-care context) who require services for a better health outcome and guide them throughout their health-care journey to achieve a higher quality of life. The purpose of this study is to understand the progress and trends in healthcare marketing strategy (HMS) literature between 2018 and 2022, with a special emphasis on the pre- and post-Covid-19 periods.

The authors examine 885 HMS-related documents from the WOS database between 2018 and 2022 that were extracted using a keyword-based search strategy. After that, the authors present the descriptive statistics related to the corpus. Finally, the authors use author co-citation analysis (ACA) and bibliographic coupling (BC) techniques to examine the corpus.

The authors present the descriptive statistics as research themes, emerging sub-research areas, leading journals, organisations, funding agencies and nations. Further, the bibliometric analysis reveals the existence of five thematic clusters: Cluster 1: macroeconomic and demographic determinants of healthcare service delivery; Cluster 2: strategies in healthcare marketing; Cluster 3: socioeconomics in healthcare service delivery; Cluster 4: data analytics and healthcare service delivery; Cluster 5: healthcare product and process innovations.

This study provides an in-depth analysis of the advancements made in HMS-related research between 2018 and 2022. In addition, this study describes the evolution of research in this field from before to after the Covid-19 pandemic. The findings of this study have both research and practical significance.

To the best of the authors’ knowledge, this is the first study of its kind to use bibliometric analysis to identify advancements and trends in HMS-related research and to examine the pattern before and after Covid-19 pandemic.

The purpose of this paper is to highlight the prominent cognitive biases that influence Lean practices in organisations that have a multi-cultural work environment which will aid the organisational managers and academics in enhancing the understanding of the human thought process and mitigate them suitably.

A multiple case study was conducted in organisations that were previously committed to Lean practices and had a multi-cultural work environment. This research was conducted on five companies based on 99 in-depth semi-structured interviews and seven process observations that sought to establish the system-wide cognitive biases present in a multi-cultural Lean environment.

The novel findings indicate that nine new biases influence Lean implementation and practices in a multi-cultural environment. This study also found strong connectivity between Lean practices and 45 previously identified biases that could affect positively or negatively the lean methodologies and their implementation. Biases were resilient enough that their influence on Lean in multi-cultural workplaces, even with transient populations, did not demonstrate cultural differentiation.

Like any qualitative research, constructivism and narrative analyses are subjected to understanding based on knowledge gained on the subject, and data may have been interpreted differently. Constructivist co-recreation of process scenarios based result limitations is therefore acknowledged. The interactive participation in exploring the knowledge sought after and interaction that could have a probable influence on the participant need to be acknowledged. However, the research design, multiple methods of data collection, generalisation based on data collection and analysis methods limit the effects of these and findings are reliable to a greater extent.

The results can provide an enhanced understanding of biases and insights into a new managerial approach to take remedial steps on biases’ influence on Lean practices that can result in improved productivity and well-being from a business process perspective. Understanding and mitigating the prominent biases can aid Lean manufacturing processes and support decision makers and line managers in improving lean methodologies’ effectiveness and productivity. The biases can be negated and used to implement decisions with ease. The influence of biases and the model could be used as a basis to counter implementation barriers.

To the best of the authors’ knowledge, this is the first study that connects the cognitive perspectives of Lean business processes in a multi-cultural environment to identify the cognitive biases that influence Lean practices in organisations that were previously committed to Lean practices. The novel findings indicate that nine new biases and 45 previously identified biases influence Lean implementation and practices in a multi-cultural environment. The second novelty of this study shows the connection between cognitive biases, Lean implementation and practices in multi-cultural business processes.

In recent years, students have found careers in the tourism and hospitality (T&H) industry less attractive. Attracting and retaining young talents has become more challenging for the T&H industry in the post-pandemic era. To help solve the talent shortage problem, it is vital to understand how students perceive careers and what influences their career planning. The career construction theory indicates an integration between personal needs and career-related expectations. It provides a theoretical framework for the present study to understand what motivates students to begin their careers in the T&H industry. This study aims to empirically examine the relationship between students’ career adaptability and optimism and their effect on future career intentions.

An online survey was conducted in mainland China to investigate the interrelationships between career adaptability, career optimism and future career intention. A total of 492 valid responses were collected from students studying T&H.

The findings revealed that career optimism positively influences career adaptability and future career intention, respectively. Conversely, career adaptability is found to have a negative impact on future career intention. Moreover, career optimism has a mediating effect on the relationship between career adaptability and future career intention. The results would benefit educators in career counselling for students and industry practitioners to develop effective career management strategies for young talents in their respective organisations.

The application of career construction theory drawn from vocational psychology is suitable to provide knowledge and insights into the development of T&H career research. This study contributes to fill the knowledge gap concerning career adaptation, career optimism and future career intention.

近年来, 旅游和酒店行业领域的工作对于学生的吸引力下降。对于旅游和酒店行业, 吸引和留住人才变得更具有挑战性。为了解决人才短缺问题, 了解学生如何看待职业以及影响他们职业规划的因素至关重要。职业建构理论指出个人需求与职业相关期望相结合。它为本研究提供了一个理论框架, 以了解是什么促使学生在旅游和酒店业开始工作。本研究实证检验了大学生职业适应力与职业乐观度的关系及其对未来职业意向的影响。

本研究采用在线问卷调查的方式, 探讨职业适应力、职业乐观度与未来职业意向之间的相互关系。问卷对象为目前在中国学习旅游和酒店管理专业的本科学生。一共收集了492份有效回复。

研究发现, 职业乐观度对职业适应力和未来职业意向有正向影响。相反, 职业适应力对未来职业意向有负向影响。此外, 职业乐观度对职业适应力与未来职业意向之间的关系具有中介作用。研究结果将有助于教育机构和相关企业设计有效的职业策略, 帮助学生为未来的职业生涯做好准备, 并加强生涯辅导。

运用职业心理学的职业建构理论, 为旅游与酒店职业研究的发展提供了知识和见解。此外, 本研究填补了职业适应力、职业乐观度与未来职业意向之间关系的知识空白。

Se realizó una encuesta online en China continental para estudiar las interrelaciones entre la adaptabilidad laboral, optimismo laboral y la intención vocacional futura. Se recogieron 492 respuestas válidas de estudiantes de turismo y hostelería.

En los últimos años, las carreras de turismo y hostelería han resultado menos atractivas para los estudiantes. Atraer y retener a los jóvenes talentos es cada vez más difícil para la industria del turismo y la hostelería en la era postpandemia. Con el fin de contribuir a resolver el problema de la escasez de talentos, es crucial comprender cómo perciben los estudiantes las carreras profesionales y qué influye en su planificación profesional. La Teoría de la Construcción de la Carrera indica una integración entre las necesidades personales y las expectativas relacionadas con la carrera. Proporciona un marco teórico para el presente estudio con el fin de comprender qué motiva a los estudiantes a iniciar su carrera profesional en el sector del turismo y la hostelería. Se examina empíricamente la relación entre la adaptabilidad profesional y el optimismo de los estudiantes y su efecto en la intención vocacional futura.

Los resultados revelan que el optimismo profesional influye positivamente en la adaptabilidad profesional y en la intención profesional futura, respectivamente. Por el contrario, la adaptabilidad profesional influye negativamente en la intención vocacional futura. Además, el optimismo profesional tiene un efecto mediador en la relación entre la adaptabilidad profesional y la intención vocacional futura. Los resultados podrían beneficiar a los educadores en la orientación profesional de los estudiantes y a los profesionales de la industria en el desarrollo de estrategias eficaces de gestión de la carrera profesional de los jóvenes talentos en sus respectivas organizaciones.

La aplicación de la Teoría de la Construcción de la Carrera extraída de la psicología vocacional es adecuada para aportar conocimientos y perspectivas al desarrollo de la investigación sobre carreras profesionales en turismo y hostelería. Este estudio contribuye a llenar el vacío de conocimientos sobre la adaptación de la carrera profesional, el optimismo profesional y la intención de carrera futura.