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COVID-19 has resulted in unprecedented changes in the tourism industry and brought tourists' safety and security issues more important. The travel and tourism competitiveness of India as a tourist destination ranked remarkably high in natural and cultural resources, and price competitiveness but relatively low in safety and security. The research aims to evaluate safe tourism in India with an objective view and suggest directions to restore confidence and restart tourism in India after the pandemic. The research studies on safe tourism are assessed, and the importance of safety and security issues in tourism is addressed. It also analyses India as a safe destination and suggests more focus should be on safety to consolidate the tourist destination image of India. A tourist safety framework composed of safety education, safety technology, safety system and safety regulation is suggested with a case study of South Korea. Focus on domestic tourism, a phased approach for safe tourism, 3S Indian campaign, and networks between public and private sectors are suggested for safe tourism in COVID-19. The research would provide a rationale for safe tourism in India and help government and tourism marketers develop policies, set standards or guidelines for tourists and plan coordination with other bodies or industries.

Research within the inter-organizational field has until recently focused on the formation and maintenance of business relationships, while less research has been directed toward the study of relationship ending. Lately, however, research on dissolution and related constructs, such as exit intention and switching has emerged (Halinen, Havila, & Tähtinen, 1999a; Prim-Allaz, 2000; Tähtinen & Havila, 2004; Vaaland, Haugland, & Purchase, 2004). Some literature focuses on the reasons and antecedents to relationship dissolution (Ping, 1999; Haugland, 1999; Wathne, Biong, & Heide, 2000), while other research investigates the process and consequences of relationship dissolution (Grønhaug, Henjesand, & Koveland, 1999; Giller & Matear, 2001; Alajoutsijärvi, Möller, & Tähtinen, 2000). Yet, few studies have investigated relationship dissolution in cross -national dyads. Specifically, the current research examines how supplier reps’ cultural knowledge, cultural adaptation and communication affect buyer tolerance of conflict in cross-national business relationships. The construct tolerance of conflict refers to the intention to discontinue the business relationship with the current partner given conflict situations. This construct is therefore conceptually close to exit intention; a construct frequently used in relationship dissolution studies (e.g. Ping, 1993,1995; Halinen & Tähtinen, 1999b).

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses related to the selected constructs. A model of the IMC was tested in a survey conducted among stakeholders in the selected field. Professionals responsible for communication and branding activities need to evaluate the relative contributions of the IMC in the B2B2C perspective.

The COVID-19 crisis has jolted the hotel landscape profoundly and sector's usual resistance to innovative efforts is gone. Ecologically innovative (green) hotels are now expected to set the benchmark in protecting the environment and mitigating human health hazards. The need for this study stems from the fact that eco-innovative (green) hotels need not only be established and promoted, but also accepted or adopted by guests. Existing studies have mostly relied on customer's pro-environmental attitude, knowledge, and a selective list of green hotel attributes in order to predict green hotel visit intentions. The objective of this study is to provide a comprehensive list of environmental and human health attributes that are likely to influence guest's decision to visit a green hotel. One of the first studies to utilize the diffusion of innovation (DOI) theory in sustainable hospitality research, this qualitative study identifies 27 key green hotel's perceived attributes. Examining the guest's expected green hotel attributes would help managers make their green efforts more effective and attract potential guests who have not yet stayed at green hotels.

This study uses the social identity theory and relationship marketing theory to investigate customer satisfaction, commitment, trust and loyalty towards hospitality brands. Therefore, the author develops and empirically tests the relationships among these constructs. The methodology involved the use of structured equation models to investigate the hypothesised relationships. The results suggest that customer brand identification has a positive influence on loyalty, commitment, satisfaction and trust. The study also implies that commitment mediates the relationships between the three relational constructs (customer identification, trust and satisfaction) and brand loyalty.

Interest in generational research has garnered a lot of attention, as the workplace is seeing multiple generations (i.e., the Silent Generation, Baby Boomers, Gen Xers, and Millennials) working side-by-side for the first time. However, it is unclear how multiple generations of workers interact with each other and affect the workplace. Although there is extant literature on generational differences, some scholars have argued that the effect sizes are small and the differences are not meaningful. The focal aim of this chapter is to present the current state of literature on generational research. We present the relevant conceptualizations and theoretical frameworks that establish generational research. We then review evidence from existing research studies to establish the areas of differences that may exist among the different generations. In our review, we identify the issues arising from generational differences that are relevant to human resource management (HRM) practices, including new workforce entrants, aging workers, the changing nature of work and organizations, and leadership development. We conclude with several directions for future research on modernizing workplace policies and practices, ensuring sustainability in current employment models, facilitating future empirical research, and integrating the effects of globalization in generational research.

Corporate reputation is a strategic asset leading to numerous positive firm-level outcomes. Motivated by the prediction that the translation of customer-based corporate reputation to customer-level outcomes (trust, customer–company identification, and word-of-mouth intentions) might be highly context-dependent, we investigate the moderating role of national culture (particularly, individualism–collectivism dimension) and individual trait (self-construal) in the association between reputational dimensions (product and service efficacy, market prominence, and societal ethicality) and their outcomes. Using survey data from two countries (US and India, N = 812), we estimate the effects of corporate reputation on focal outcomes, moderated by country as a proxy for individualism/collectivism and independent self-construal (IND)/interdependent self-construal (INTER). The results strongly suggest that when individual-level variables are taken into account, the country-level variable does not affect the translation of reputational dimensions to customer-level outcomes. Moreover, individuals high on IND are more responsive to utilitarian (egoistic) reputational dimensions of product and service efficacy, whereas individuals high on INTER are more sensitive to the group-oriented reputation for market prominence and society-oriented reputation for social ethicality. The reported findings have major implications for cross-country reputational research and global reputation management strategies.

There is increasing recognition that a marketing, customer-based perspective in merger and acquisition (M&A) processes is needed. However, there is still limited information about how customers experience an acquisition and whether merging firms perceive their customers as assets to trade or as stakeholders to engage. In this chapter, the authors aim to contribute to this knowledge gap by developing a research agenda that incorporates a customer-based perspective in the investigation of M&A. The authors achieve this aim by reviewing 40 articles published in economic, marketing and management journals that examine customer and marketing issues in M&As. By engaging with existing studies and their hidden assumptions and drawing inspiration from current trends in the analysis of consumer behavior, the authors suggest four research avenues to inform future studies and to increase our understanding of M&As from the customer perspective.