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As more destinations jump on the bandwagon of branding, their marketing organizations increasingly employ the Internet as a convenient medium for promotion. This chapter argues that instead of extending their brand communications to the Web by simply digitizing the logos, taglines, and other elements, destinations can build brands virtually in an internet-mediated environment where virtual experience takes place. The study examines how branding can be achieved through building virtualized destination image. It adopts the concepts of telepresence, virtual experience, and integrated informational response and explains how online and offline communication stimuli can affect various components of virtualized image. This expands and modifies the conventional image constructs by specifying information sources as antecedents through telepresence and integrated behavioral responses as consequences. The relationships between the image, its antecedents, and consequences, and among the image constructs are illustrated through 14 propositions. The chapter concludes with a discussion of the net community in which residents and other stakeholders of communities actively participate in virtually building a strong destination brand.

This research aims to explore the impact of augmented reality (AR), the digital technology that superimposes virtual elements in a real environment, on consumers in the context of experiential marketing. Specifically, this study proposes a research model based on the stimulus-organism-response model, which considers AR media characteristics as external stimuli, consumers’ value perceptions as the organisms, and purchase intentions as the responses. The research model was tested with 248 consumers using structural equation modelling. The results show that informativeness, ease of use, and telepresence have positive effects on consumers’ utilitarian value perception and that telepresence and interactivity have positive effects on hedonic value perception. Overall, this study contributes to the growing body of knowledge on AR and provides actionable insights for managers implementing digital transformation strategies and AR applications in marketing practices.

The COVID-19 pandemic stressed the health care sector's longstanding pain points, including the poor quality of frontline work and the staffing challenges that result from it. This has renewed interest in technology-centered approaches to achieving not only the “Triple Aim” of reducing costs while raising access and quality but also the “Quadruple Aim” of doing so without further squeezing wages and abrading job quality for frontline workers.

How can we leverage technology toward the achievement of the Quadruple Aim? I view this as a “grand challenge” for health care managers and policymakers. Those looking for guidance will find that most analyses of the workforce impact of technological change consider broad classes of technology such as computers or robots outside of any particular industry context. Further, they typically predict changes in work or labor market outcomes will come about at some ill-defined point in the medium to long run. This decontextualization and detemporization proves markedly problematic in the health care sector: the nonmarket, institutional factors driving technology adoption and implementation loom especially large in frontline care delivery, and managers and policymakers understandably must consider a well-defined, near-term, i.e., 5–10-year, time horizon.

This study is predicated on interviews with hospital and home health agency administrators, union representatives, health care information technology (IT) experts and consultants, and technology developers. I detail the near-term drivers and anticipated workforce impact of technological changes in frontline care delivery. With my emergent prescriptions for managers and policymakers, I hope to guide sectoral actors in using technology to address the “grand challenge” inherent to achieving the Quadruple Aim.

Recent research on immersive experiences in online environments for higher education has attributed a fundamental role to two distinct yet connected psychological phenomena: the feelings of being virtually present in the education environment, often simply called presence, and peak episodes of flow. The authors conceptually delimitate these two psychological facets of e-learners’ experiences and examine their interplay. The authors show how flow episodes are elicited by students’ sense of control over the online education environment, their attention being focussed on the learning tasks, and their feelings of being physically placed in the online education setting. Also, the interactivity created by the online education environment evokes an e-learner’s imagery, which in turn triggers presence feelings and episodes of flow. The authors further show that, although presence and flow are triggered by some common antecedents, they differ in the object of the individual’s immersion, and that presence feelings facilitate flow. Moreover, the authors provide practical recommendations for higher education institutions, policy makers and the academic and information and communication technology community involved in e-learning, to make sure e-learner experiences reach their fullest potential.

This chapter describes the special advantages of globally networked learning experiences (GNLE) for engendering cognitive complexity as a means for developing mindful global citizenship among undergraduate students. Practitioners discover pedagogical approaches that take advantage of the possibility of direct communication with the cultural “other” afforded by recent advances in cost-free, user-friendly, robust, and reliable technologies. Examples of effective pedagogical practices, ideas for building successful faculty-to-faculty partnerships, suggestions for preparing participants, guidelines for selecting and implementing appropriate technologies, and resources for further exploration are provided.