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This research paper aims to investigate the predictors and outcomes of immersive technology adoption in tourism.

PLS-SEM is used for data collected from tourists visiting the UAE and Egypt to examine predictors and consequences of adoption.

It is revealed that perceived ease of use, enjoyment, immersion, usefulness and attitude towards technology predict immersive technology adoption. It is also revealed that the adoption affects tourists’ perceived value and engagement, which, in turn, affects tourists’ satisfaction and loyalty.

The study has integrated a research model that combines both antecedents and consequences of immersive technology adoption where few empirical investigations were revealed to draw conclusions on this research area. Also, missing relations have been included and tested in the research model.

The purpose of this study was to develop the augmented reality (AR) educational program combined with the instructional guidance for supportive learning, which enhanced the thinking process cooperative discussion and problem-solving skills in chemistry subject.

The method used the quasi-experimental research design. Of the 45 students who attended this experiment, only 25 with low achievement qualified in operating the AR learning system of saponification and transesterification environment (ARLS-STE) system.

These results confirmed that the AR educational program could have increased substantial benefits in improvements of students’ knowledge and the ability of the thinking process for the participants with the lowest score. In semi-structured interviews, most of participants enjoyed manipulating the ARLS-STE system, which was realistic, motived and interesting for learning science subjects.

The low-achieving students have often been known with a low learning capability, and they lack in developing constructional knowledge, despite being keen for learning. Regarding educational concerns for this population, providing orientated learning and supportive materials could increase their learning effects. Virtual worlds are an efficient learning tool in educational setting. The AR can offer visual concepts and physical interaction for students with low achievement in learning. Thus, this study investigates the acceptability of an educational program designed in the ARLS-STE, which involves the learning effects of academic knowledge and the capability of thinking process for students with low achievement. The ARLS-STE system was developed for this proposal, based upon the marker-based AR technologies combined with hands-on manipulation.

The rapid advancement of Education Technology (EdTech) offers promising opportunities for educational institutions to integrate sustainable business practices into their operations and curriculum. The integration of EdTech into sustainability education has emerged as a powerful tool to promote environmental awareness, foster sustainable behavior, and address the pressing challenges of climate change and resource depletion. This chapter explores the growing significance of EdTech in sustainability education, analyzing its potential to cultivate a generation of environmentally conscious and responsible global citizens. It also aims at identifying and examining the most prominent emerging EdTech tools specifically designed to promote sustainability in educational settings. Furthermore, it aims to comprehend the institutional elements that have successfully incorporated and expanded the utilization of EdTech tools to promote enduring business practices. Additionally, the chapter addresses the challenges and obstacles faced by educational institutions in adopting and implementing these technologies and propose strategies to overcome these barriers.

This study aims to investigate factors and their impacts on halal tourism destinations revisit intentions among Muslim travelers, and explore the mediating effects of emotional attachments between halal social environments, halal food and beverages, halal services and halal tourism destinations revisit intentions.

Based on review of literatures, and by distributing 500 questionnaires to Muslim respondents and subsequently collecting 387 usable responses, the study is conducted through partial least squares structural equation modeling using Smart PLS3.3.3.

The findings of the study reveal that halal social environment, halal food and beverages, halal entertainments, halal staff clothing and emotional attachments significantly influence halal tourism destinations revisit intentions, whereas halal services has insignificant impact on halal tourism destinations revisit intentions, and halal social environment, halal food and beverages and halal services have positive significant impacts on emotional attachments toward halal tourism destinations. Moreover, emotional attachments partially mediate in the relationship between halal social environment, halal food and beverages, halal services and halal tourism destinations revisit intentions.

The current study findings uniquely contribute to the development of halal tourism destinations in Bangladesh by revealing the impactful factors and formulating marketing strategies that can increase Muslim travelers’ revisit intentions toward halal tourism destinations.

To the best of the author’s knowledge, this study is one of the pioneer research studies of halal tourism revisit intentions, providing new and unique theoretical and practical contributions to the enhancement of halal tourism industry in the world as well as Bangladesh. The findings could contribute to the halal tourism literature by identifying and evaluating factors influencing Muslim travelers’ revisit intentions toward halal tourism destinations. Moreover, the findings could help halal tourism operators in introducing halal attributes for creating Muslim travelers’ revisit intentions toward halal tourism destinations.

With rapidly changing marketing landscape, nowadays, the formulation of various marketing strategies is increasingly focused on how consumers tend to make decisions. To meet the highly demanding consumer expectations, market segmentation can be used as an important marketing strategy. Due to gender marketing concept familiarity in the contemporary world, gender difference is one of the reference features in the process of market segmentation for marketers. This research is aimed to examine various determining factors that foster consumer purchase decision-making and the differences between consumers of different genders while making shopping and purchase decisions with special reference to an emerging economy, i.e. Pakistan.

Based on a cross-sectional sample of 367 consumers, the study adapted Sproles and Kendall's (1986) Consumer Style Inventory (CSI) to scrutinize the decision-making of both genders in Pakistan. For data analysis, the exploratory and confirmatory factor analysis in addition to the structural equation modeling has been used.

The study emphasized that, with the exception of quality awareness, brand consciousness, fashion consciousness, option overload and price consciousness greatly affect buying decisions. In addition, when it comes to consumer purchase decision-making, significant gender variations were discovered for both fashion consciousness and price consciousness.

Drawing upon the distinctive cultural characteristics of Pakistan and its people, in-depth research was conducted on purchasing behaviors of Pakistani consumers and the decision-making characteristics of customers of different genders were summarized. The outcomes are expected to make a significant contribution to the field of gender marketing by organizations.

This study aims to investigate the effects of interaction in agricultural product live rooms, including personalization, responsiveness, and entertainment, on consumers’ purchase intention.

The SOR model has been applied to formulate hypotheses. This study is based on an online survey conducted with a sample of 433 valid questionnaires from Chinese consumers on the TikTok agricultural products live platform. A partial least squares structural equation modeling (PLS-SEM) is used to test the hypotheses.

The findings indicate that (1) interactions (personalization, responsiveness, and entertainment) in the agricultural products live room have a positive effect on perceived values (utilitarian value, symbolic value, and entertainment value); (2) utilitarian value positively affects purchase intention and mediates the effects of personalization and entertainment interactions on purchase intention, respectively; (3) entertainment value positively influences purchase intention and mediates the influence of entertainment interaction on purchase intention.

This study offers theoretical insights into live marketing of agricultural products and practical implications for practitioners of agricultural products in live streaming commerce.

Proenvironmental hotels and hotels with green initiatives are emerging as a method to address environmental issues and respond to tourists’ environmental concerns. To better understand what can encourage reservations in proenvironmental hotels, this study aims to investigate the connection between the performing arts watching experience and the preference for such a hotel.

Five scenario-based experiments were conducted. A total of 1,024 participants for the five studies were recruited with the help of Credamo, a commonly used Chinese data collection platform.

The results indicated that viewing performing arts could increase tourists’ preferences for proenvironmental hotels. This phenomenon occurred due to the fact that performing arts watching experience can induce a psychological state of self-transcendence in individuals, which, in turn, can raise their levels of altruism, and ultimately lead to proenvironmental hotel choices. This effect will not occur, however, when people watch performing arts with either an extrinsic motivation or in an analytical state.

The findings of this study provide hotel managers with a novel approach to market the proenvironmental attributes of their hotels and to promote tourists’ proenvironmental behaviors.

This study proposes performing arts viewing experiences as a novel way to encourage proenvironmental hotel choice. To the best of the authors’ knowledge, this is the first study to explore the impact of the performing arts watching experience on tourist behavior.

This paper aims to answer questions pertinent to whether or not services provided by smart hotels are really what customers are looking for, as well as to ascertain what are some unintended experiences guests may encounter. In essence, to the best of the authors’ knowledge, this research is the first in the field to acknowledge the paradox of smart service.

This inquiry adopts a qualitative approach with data-driven from online customer reviews and semistructured interviews. Thematic analysis was undertaken to interpret review comments.

Results point to a new phenomenon, which is coined as the smartness paradox. In particular, customers on one hand enjoy an array of smart-infused experiences that jointly offer patrons a sense of a futuristic lifestyle. On the other hand, smart devices superimpose a number of hindrances that bring guests dismay and annoyance.

This investigation brings smart service failure to the fore to highlight several key failure themes that could jeopardize the entire operation with debased customers’ satisfaction and loyalty inclination.

The smartness-paradox framework used in the present inquiry entails both approach and avoidance consequences customers enact depending on their smart experiences.

Robots have been adopted in numerous tourism and hospitality sectors, including restaurants. This study aims to investigate fast-food employees' use of service robots (SRs) in Pakistan.

This study used a conceptual model based on innovation resistance theory (IRT). By employing structural equation modeling (SEM) in Smart-PLS 3.2.8, we evaluated data from 247 valid respondents.

The findings demonstrated that drivers of robot adaptation significantly influenced image barriers, risk barriers, traditional barriers, usage barriers and value barriers. The results also revealed that usage, image and traditional barriers significantly affect usage intention.

This study enhances the research on robotics acceptance in tourism and hospitality and subsequently aids in the planning for post-COVID-19 resumption. This study offers several practical and theoretical insights for further investigation.

The objective of this study is to examine the various factors that exert an influence on the green economy. This study also investigates the impact of foreign direct investment (FDI) on the Malaysian economy, specifically focusing on its position as a mediator. This research also examines the correlation between FDI and its influence on the contemporary green economy.

The authors employed quantitative methodologies and a self-administered survey to evaluate data and derive a definitive conclusion. The result was constructed using SPSS and SEM-PLS as the analytical software.

The study reveals that technological advancement, investment country and government policy significantly and positively affect the green economy, catalyse SDG goals and restructure the economy in better shape.

The current empirical research bridges the research gap in the context of technology advancement in government policy from emerging economies by exploring important factors, proposing their impact on the performance of the green economy, and empirically testing those hypothesized relationships. This study deciphers that FDI influences the green economy, where the investment country plays a significant role. Also, for a graphical presentation of this abstract, see the online appendix.