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This study aims to understand the utility of personas and illustrate, through a case study, how a persona-building exercise in a Community Based Prevention Marketing (CBPM) training of community leaders elicited important insights that complemented findings from ongoing formative research on vaccine hesitancy in the Hispanic/Latino population in the USA during COVID-19 pandemic.

An exploratory concurrent parallel qualitative study design compared three personas created by community-based organization members (n = 37) to transcripts from five formative research focus groups (n = 30) from the same project. All participants in this study were recruited by the National COVID-19 Resiliency Network as part of their capacity-building and formative research activities. Grounded theory guided the content analysis.

This study found personas and focus groups to be complementary. A high degree of co-occurrence was observed when investigating the uptake of the COVID-19 vaccine under the categories of barriers, culture and communication. Between the two methods, the authors found strong associations between fear, disruption to the value system, work-related barriers, inaccessibility to health care and information sources and misinformation. Areas of divergence were negligible.

While personas provided background information about the population and sharing “how” to reach the priority population, focus groups provided the “why” behind the behavior, followed by “how”.

A community-driven persona-building process built on cultural community knowledge and existing data can build community capacity, provide rich information to assist in the creation of tailored messages, strategies and overall interventions during a public health crisis and provide user-centered, evidence-based information about a priority population while researchers and practitioners wait on the results from formative research.

This case study provided a unique opportunity to analyze the complementary effectiveness of two methods acting in tandem to understand the priority population: stakeholder-informed persona-building and participant-informed focus group interviews. Understanding their complementary nature addresses a time gap that often exists between researchers and practitioners during times of crises and builds on recommendations associated with bringing rigor into practice, promoting academic contribution to real-world issues and building collaborative partnerships. Finally, it supports the utility of a nimble tool that improves social marketers’ ability to know more about their audience for intervention design when time is of the essence and formative research is ongoing.

This study aims to examine the effect of actual and persona self-congruence on luxury brand attachment and the effects of luxury brand attachment on attitude toward luxury brands and purchase intentions using empirical data on Metaverse users.

The authors recruited 300 Metaverse users from South Korea to participate in the survey. Participants were asked whether the participants had experienced Metaverse, including Roblox and Zepeto, before participating in the survey. The Gucci Garden was suggested as a luxury brand in the Metaverse for the participants.

The findings clarify the concept of persona self-congruence and support the congruence's effects on luxury brand attachment in the Metaverse context. This study found a positive relationship between persona self-congruence and luxury brand attachment that influences attitude and purchase intentions in the context of Metaverse, contributing to the theoretical and practical implications for luxury brand management.

This study contributes to luxury brand marketing in the Metaverse context by clarifying the concept of persona self-congruence and articulating the congruence's effects on luxury brand attachment in the context of the Metaverse.

In the post-pandemic world, this study offers luxury brand practitioners new insights to help the practitioners develop and manage luxury brand strategies by understanding the influence of persona self-congruence and luxury brand attachment on luxury brand evaluation in the Metaverse context.

This study addresses an innovative and practical issue related to the impact of persona self-congruence on luxury brand attachment in the Metaverse, offering new insights for luxury brand management in the post-pandemic world.

The aim of this study is to explore how women in Sri Lanka cultivate entrepreneurial personae to navigate the various gendered roles they situationally enact, as they attempt to secure legitimacy and acceptance and overcome their otherness. Drawing on Goffman's theorisation of symbolic interaction, this study investigates how gender informs the performance of entrepreneurship in Sri Lanka. In this way, the study engages with the challenges women in the Global South navigate while undertaking entrepreneurship, and it contributes to the critical entrepreneurship literature on the intertwined nature of gender and entrepreneurship.

Following feminist standpoint epistemology (FSE), this qualitative study focuses on women entrepreneurs in Sri Lanka by examining the performance of entrepreneurship through 44 life history interviews (LHIs) and 40 Field Observations conducted over a seven-month period.

The findings reveal that women carefully cultivate entrepreneurial personae by striking a balance between entrepreneurial ideals and patriarchal social expectations around womanhood. The findings of the study present how the entrepreneurial personae are constructed by way of appearance, mannerism and setting, which presents opportunities for future research to explore the dramaturgical aspect of gender and entrepreneurship.

This study contributes to the growing body of feminist research surrounding women entrepreneurs, by drawing on insights from the lived experiences of women entrepreneurs in the Global South. This study also expands Goffman's theorisation of audience segregation and shows that a subject's understanding of the audience shapes their personae. A further contribution of this research is how space becomes an extension of the personae at play.

The purpose of this study is to use the grounded theory to summarize the types of celebrity persona and to construct a theoretical model for celebrity persona on consumer purchase intention. Based on the study results, it provides better suggestions for merchants and live streamers and is an expansion of previous research on live-streaming e-commerce.

The grounded theory is recognized as the most scientific qualitative research method and is the ideal explorative method for generating theory. First, the participants were interviewed, and interview data were collected. Then the interview data were organized and analyzed. Finally, this paper summarizes the types of celebrity persona and constructes a theoretical model framework of celebrity persona on consumers' purchase intention.

The results show that the celebrity live streamer persona can be divided into two types: personalized persona and professional persona. Through emotional attachment, the celebrity's persona affects the consumer's purchase intentions. As well as, product type plays a moderating role between celebrity persona and consumer purchase intentions.

The contribution of this research is to start from the celebrity persona, link the celebrity persona with the consumer purchase intentions and expand the research scope of the celebrity persona. It opens the “black box” of the heterogeneity of celebrity live streamers' characteristics on consumer purchase intentions.

Designing digital artifacts is not a linear, straightforward process. This is particularly true when applying a user-centered design approach, or co-design, with users who are unable to participate in the design process. Although the reduced participation of a particular user group may harm the end result, the literature on solving this issue is sparse. In this article, proxy design is outlined as a method for involving a user group as proxy users to speak on behalf of a group that is difficult to reach. The article investigates the following research question: How can roleplaying be embedded in co-design to engage users as proxies on behalf of those who are unable to represent themselves?

The article presents a design ethnography spanning three years at a cancer rehabilitation clinic, where digital artifacts were designed to be used collaboratively by nurses and patients. The empirical data were analyzed using content analysis and consisted of 20 observation days at the clinic, six proxy design workshops, 21 telephone consultations between patients and nurses, and log data from the digital artifact.

The article shows that simulated consultations, with nurses roleplaying as proxies for patients ignited and initiated the design process and enabled an efficient in-depth understanding of patients. Moreover, the article reveals how proxy design as a method further expanded the design. The study findings illustrate: (1) proxy design as a method for initiating design, (2) proxy design as an embedded element in co-design and (3) six design guidelines that should be considered when engaging in proxy design.

The main contribution is the conceptualization of proxy design as a method that can ignite and initiate the co-design process when important users are unreachable, vulnerable or unable to represent themselves in the co-design process. More specifically, based on the empirical findings from a design ethnography that involved nurses as proxy users speaking on behalf of patients, the article shows that roleplaying in proxy design is a fitting way of initiating the design process, outlining proxy design as an embedded element of co-design.

The aim of this article is to map the use of AI in the user experience (UX) design process. Disrupting the UX process by introducing novel digital tools such as artificial intelligence (AI) has the potential to improve efficiency and accuracy, while creating more innovative and creative solutions. Thus, understanding how AI can be leveraged for UX has important research and practical implications.

This article builds on a systematic literature review approach and aims to understand how AI is used in UX design today, as well as uncover some prominent themes for future research. Through a process of selection and filtering, 46 research articles are analysed, with findings synthesized based on a user-centred design and development process.

The authors’ analysis shows how AI is leveraged in the UX design process at different key areas. Namely, these include understanding the context of use, uncovering user requirements, aiding solution design, and evaluating design, and for assisting development of solutions. The authors also highlight the ways in which AI is changing the UX design process through illustrative examples.

While there is increased interest in the use of AI in organizations, there is still limited work on how AI can be introduced into processes that depend heavily on human creativity and input. Thus, the authors show the ways in which AI can enhance such activities and assume tasks that have been typically performed by humans.

Research concerning the inclusion of individuals with disabilities in tourism activities began long before this field of study was formally named. This has led scholars to use a variety of expressions to refer to what is now known as accessible tourism (AT). Given that this diversity of terms can complicate locating relevant publications, this paper aims to examine the terminology used in the context of AT.

This study conducts an exhaustive literature review and a statistical analysis of 613 documents collected from Scopus, published between 1984 and 2022.

The results suggest that, despite the widespread use of “Accessible Tourism” in recent literature, most papers published before 2010 cannot be retrieved using this term. Additionally, the longitudinal analysis of scientific production revealed four distinct stages based on the number of annual publications.

This paper has limitations that could inspire future studies, such as relying solely on Scopus for data collection, including only academic papers, limiting the number of references and narrowing the search to specific terms. Future investigations could compare these findings using a greater amount of data collected from other databases (e.g. Google Scholar), including non-academic writings (e.g. newspapers and Webpages), exploring the efficiency of different search strategies (e.g. silver market) and delving deeper into the evolution of the AT discourse in society.

Policymakers and tourism stakeholders can leverage the insights of this paper to standardise their vocabulary in communication and operational strategies. Scholars can enhance the efficiency of literature searches and develop new lines of knowledge inspired by terms traditionally used to refer to AT.

This paper encourages continued investigation into AT and underscores the importance of language in developing a more inclusive society.

This research pioneers the analysis of the evolution of AT synonymy by years, nations and authors. It provides evidence of how linguistic choices reflect changes in the social understanding of disability. This study proposes a framework to distinguish AT from other tourism models, facilitating unified communication among stakeholders. It presents strategies to improve efficiency in locating studies in the AT area and advocates for an inclusive society that uses language respectful to all individuals.

本研究对从Scopus收集的1984年至2022年间发表的613篇文献进行了详尽的文献回顾和统计分析。

关于将残疾人纳入旅游活动的研究早在这一研究领域正式命名之前就开始了。这导致学者们使用各种各样的表达来指代现在被称为无障碍旅游(AT)的概念。鉴于这种术语的多样性会使相关出版物的定位复杂化, 本文旨在研究AT语境中使用的术语。

结果表明, 尽管“无障碍旅游”在最近的文献中被广泛使用, 但2010年之前发表的大多数文章都无法使用该术语进行检索。此外, 科学产出的纵向分析显示, 基于年度出版物的数量, 有四个不同的阶段。

这篇论文有一些局限可启发未来的研究, 比如仅仅依靠Scopus进行数据收集, 只包括学术论文, 限制参考文献的数量, 将搜索范围缩小到特定的术语。未来的调查可以使用从其他数据库(如Google Scholar), 包括非学术著作(如报纸、网页), 收集的大量数据来比较这些发现, 探索不同搜索策略(如白银市场)的效率, 并更深入地研究AT话语在社会中的演变。

政策制定者和旅游业利益相关者可以利用本文见解来标准化他们在表达和操作策略中的词汇。学者们可以提高文献检索的效率, 并从传统上用于指AT的术语启发中建立新的知识线。

本文鼓励继续研究无障碍旅游, 并强调语言在发展更具包容性的社会中的重要性。

这项研究是对AT同义词的年代、国家和作者的演变进行分析的开创。它为语言选择如何反映社会对残疾理解的变化提供了证据。本研究提出了一个AT有别于与其他旅游模式的框架, 促进利益相关者之间的统一沟通。它提出了提高AT领域定位效率研究的策略, 并倡导建立一个尊重所有个人的语言的包容的社会。

La investigación relativa a la inclusión de las personas con discapacidad en las actividades turísticas comenzó mucho antes de que se diera un nombre formal a este campo de estudio. Esto ha llevado a los estudiosos a utilizar una gran variedad de expresiones para referirse a lo que ahora se conoce como Turismo Accesible (TA). Dado que esta diversidad de términos puede complicar la localización de publicaciones relevantes, este artículo pretende examinar la terminología utilizada en el contexto del TA.

Este estudio realiza una revisión exhaustiva de la literatura y un análisis estadístico de 613 documentos recopilados de Scopus, publicados entre 1984 y 2022.

Los resultados sugieren que, a pesar del uso generalizado de “Turismo Accesible” en la literatura reciente, la mayoría de los artículos publicados antes de 2010 no pueden recuperarse utilizando este término. Además, el análisis longitudinal de la producción científica reveló cuatro etapas distintas en función del número de publicaciones anuales.

Este trabajo tiene limitaciones que podrían inspirar futuros estudios, como basarse únicamente en Scopus para la recopilación de datos, incluir sólo artículos académicos, limitar el número de referencias y restringir la búsqueda a términos específicos. Futuras investigaciones podrían comparar estos Resultados utilizando una mayor cantidad de datos recogidos en otras bases de datos (por ejemplo, Google Scholar), incluyendo escritos no académicos (por ejemplo, periódicos, páginas web), explorando la eficacia de diferentes estrategias de búsqueda (por ejemplo, el mercado plateado) y profundizando en la evolución del discurso del TA en la sociedad.

Los responsables políticos y las partes interesadas en el turismo pueden aprovechar las ideas de este documento para normalizar su vocabulario en las estrategias de comunicación y operativas. Los estudiosos pueden mejorar la eficacia de las búsquedas bibliográficas y desarrollar nuevas líneas de conocimiento inspiradas en los términos utilizados tradicionalmente para referirse al TA.

Este artículo anima a seguir investigando sobre el turismo accesible y subraya la importancia del lenguaje en el desarrollo de una sociedad más inclusiva.

Esta investigación es pionera en el análisis de la evolución de la sinonimia del TA por años, naciones y autores. Aporta pruebas de cómo las elecciones lingüísticas reflejan los cambios en la comprensión social de la discapacidad. Este estudio propone un marco para distinguir la TA de otros modelos turísticos, facilitando la comunicación unificada entre las partes interesadas. Presenta estrategias para mejorar la eficacia en la localización de estudios en el ámbito de las TA y aboga por una sociedad inclusiva que utilice un lenguaje respetuoso con todas las personas.

This commentary discusses the value of generative artificial intelligence (AI) for qualitative research in phygital settings to understand the customer experience.

The critical and logical analysis is based on current knowledge of generative AI.

Generative AI seems very useful for qualitative research in phygital settings to understand the customer experience and should be used in qualitative research projects. Generative AI can provide much-needed validation of the subjective nature of qualitative research and can also generate insights beyond human intuition.

The study is based on current technology, which changes fast. In the future, the skills of qualitative researchers may become outdated, relegating them to the role of prompt engineers.

Technology, and especially generative AI, will be a key tool for practitioners as they conduct practical research.

Qualitative researchers should overcome potential anti-technology speciesism and embrace the potential of generative AI.

This commentary provides insights into the role of generative AI for qualitative research in phygital settings.

To cater to the senior tourist market, it is essential to comprehend the factors motivating and deterring them from international travel post-COVID-19. This study aims to focus on senior citizens’ destination choice intentions and aims to develop a model that prioritizes positive and negative factors leading to international travel destination choices. It uses push–pull factors, perceived travel risks (PTRs) and perceived travel constraints (PTCs).

Decision-making trial and evaluation laboratory (DEMATEL) and fuzzy technique for order of preference by similarity to ideal solution (Fuzzy TOPSIS) are two multi-criteria decision-making (MCDM) techniques used to identify connections between variables and determine their relative importance in the decision-making model.

DEMATEL found push and pull factors are “effects” while PTCs and PTRs are “causes” affecting senior citizens’ destination choices. Push factors and PTCs have a greater impact than pull factors and PTRs. Fuzzy TOPSIS highlighted “improving health and wellness” and “self-fulfillment and spirituality” as key push factors, “health safety and security quotient” as the most important pull factor, and “interpersonal constraints” as the most critical PTC. Finally, “health risks” is the top PTR.

This paper adds to the tourism literature by looking at the relationship between senior tourists’ motivation, PTRs and PTCs and showing how the subfactors affect their choice of destination rank. The data analysis techniques used in this study are also novel, having never been used before in senior tourism research. Finally, even though there is a lot of research on senior tourism, not much is known about how Indian senior tourists act. In light of this study’s findings, practical recommendations were offered to tourism stakeholders worldwide, interested in tapping into the market of Indian outbound senior tourists or repositioning product or destination offerings to take this promising market or similar markets into account.

为了成功迎合蓬勃发展的老年旅游市场, 了解激励和阻止老年人国际旅行的因素尤为重要, 尤其是在 COVID-19 之后。本研究侧重于老年人的目的地选择意向, 并基于推拉因素、感知旅行风险 (PTR) 和感知旅行限制 (PTC), 旨在开发影响老年人国际旅游目的地选择的积极和消极因素的模型。

决策试验和评估实验室 (DEMATEL), 和与理想解决方案相似度的模糊偏好顺序 (Fuzzy TOPSIS) 是两种多标准决策 (MCDM) 技术, 用于识别变量之间的联系并找出它们在决策模型中的相对重要性。

DEMATEL的结果表明, 推力和拉力因素是“影响”, 而感知旅行约束（PTC）和感知旅行风险（PTR）是影响老年人目的地选择意愿的因素中的“原因”。推动因素和 PTC 比拉动因素和 PTR 发挥更重要的作用。 Fuzzy TOPSIS分析结果表明, “改善健康”和“自我实现和精神”是推动因素下最重要的因素。此外, 目的地的“健康安全商数”是拉动因素中最重要的, “人际约束”是PTC中最重要的。最后, 研究结果表明, “健康风险”是 PTR 中最重要的。

本文通过评估旅游动机、PTR 和老年游客 PTC 之间的相互关系, 为现有的旅游文献做出了贡献。此外, 该研究展示了影响老年游客目的地选择意愿的因素中各个子因素的比较优先级。本研究中使用的数据分析技术也很新颖, 以前从未在老年人旅游研究中使用过。最后, 虽然对老年旅游有丰富的研究, 但印度老年旅游者的行为相对不为人知。研究结果向有兴趣进入印度出境老年游客市场或重新定位产品或目的地的全球旅游利益相关者提供了切实可行的建议, 以考虑这个有前景的市场或类似市场。

Para atender a un mercado turístico de la tercera edad, es esencial comprender los factores que les motivan y les disuaden de realizar viajes internacionales tras el COVID-19. Este estudio se centra en las intenciones de elección de destino de las personas mayores y pretende desarrollar un modelo que priorice los factores positivos y negativos que conducen a la elección de un destino de viaje internacional. Utiliza los factores push-pull, los riesgos de viaje percibidos (PTR) y las limitaciones de viaje percibidas (PTC).

Decision Making Trial and Evaluation Laboratory (DEMATEL) y Fuzzy Order of Preference by Similarity to Ideal Solution (Fuzzy TOPSIS) son dos técnicas de toma de decisiones multicriterio (MCDM) utilizadas para identificar las conexiones entre variables y determinar su importancia relativa en el modelo de toma de decisiones.

DEMATEL descubrió que los factores de empuje y atracción son “efectos,” mientras que las PTC y las PTR son “causas” que afectan a las elecciones de destino de las personas mayores. Los factores de empuje y los PTC tienen un mayor impacto que los factores de atracción y los PTR. El Fuzzy TOPSIS destacó la “mejora de la salud y el bienestar” y la “autorrealización y espiritualidad” como factores de empuje clave, el “cociente de seguridad y protección de la salud” como el factor de atracción más importante y las “limitaciones interpersonales” como el PTC más crítico. Por último, los “riesgos para la salud” son el principal PTR.

Este artículo se suma a la literatura turística al estudiar la relación entre la motivación de los turistas sénior, los PTR y los PTC y mostrar cómo afectan los subfactores a su elección del destino. Las técnicas de análisis de datos empleadas en este estudio también son novedosas, ya que nunca se habían utilizado en la investigación sobre el turismo senior. Por último, aunque existen muchas investigaciones sobre el turismo sénior, el comportamiento de los turistas de la tercera edad en la India es relativamente desconocido. A la luz de los resultados del estudio, se ofrecen recomendaciones prácticas a las partes interesadas en el turismo de todo el mundo, interesadas en aprovechar el mercado de los turistas senior indios emisores o en reposicionar la oferta de productos o destinos para tener en cuenta este prometedor mercado o mercados similares.

The purpose of this study is to pioneer the exploration of approach and avoidance intentions of senior tourists by analyzing push and pull factors. It innovatively categorizes these factors into dual-impact, resilient and facilitative types, surpassing previous research by understanding complex motivations shaping senior travel decisions.

Cross-sectional research surveyed 641 elderly individuals in Odisha and West Bengal, India, analyzing data using structural equation modeling.

Notably, certain push factors such as health improvement, novelty and socialization exert a positive influence on approach intentions while discouraging avoidance intentions. The push factors of status and self-fulfillment solely have a negative impact on avoidance intentions. The factors of escape and relaxation have been found to positively contribute to approach intentions. In the realm of pull factors, destination familiarity/friendliness quotient and ease of consumption of tourist experiences exert a positive influence on approach intentions, whereas the health safety and security quotient of a destination reduces avoidance intentions.

This study uniquely categorizes push and pull factors impacting senior tourists’ intentions. The identification of dual-impact, resilient and facilitative factors opens new avenues for creating a supportive and accessible environment for senior tourists, thereby improving their travel experiences.

本横断面研究调研了印度奥里萨邦和西孟加拉邦的 641 名老年人, 并使用结构方程模型分析所获的调研数据。

本研究开创性地通过分析推-拉因素来探索老年游客接近和回避意图。 研究中创新地将这些因素分为双重影响、弹性和便利性三种类型以解读影响老年人旅行决策的复杂动机, 从而超越了前人的研究成果。

值得注意的是, 某些推动性因素, 如健康改善、新奇感和社交化, 对接近意图产生积极影响, 同时也抑制回避意图。 诸如地位和自我实现的推动性因素仅对回避意图产生负面影响, 而逃避和放松的推动性因素对于接近意图有积极的贡献。 在拉动性因素方面, 目的地熟悉度/友好商数和旅游体验消费的容易程度对接近意图产生积极影响, 而目的地的健康安全商数则抑制回避意图。

这项研究独特地对影响老年游客意图的推动性和拉动性因素进行了分类。 三种因素类型的识别——双重影响、弹性和便利性因素——为创造老年游客友好的支持性无障碍旅游环境开辟了新途径, 从而改善了他们的旅游体验。

Se realizó una investigación transversal con encuestas a 641 personas mayores de Odisha y Bengala Occidental (India) y se analizaron los datos mediante un modelo de ecuaciones estructurales.

Este estudio es pionero en la exploración de las intenciones de acercamiento y evitación de los turistas de la tercera edad mediante el análisis de los factores de atracción y empuje. Clasifica de forma innovadora estos factores en dos tipos: de doble impacto, de resistencia y de facilitación, avanzando investigaciones anteriores al comprender las complejas motivaciones que determinan las decisiones de viaje de las personas mayores.

En particular, ciertos factores de empuje, como la mejora de la salud, la novedad y la socialización, ejercen una influencia positiva en las intenciones de acercamiento, mientras que desalientan las intenciones de evitación. Los factores de empuje de estatus y autorrealización sólo tienen un impacto negativo en las intenciones de evitación. Los factores de evasión y relajación contribuyen positivamente a las intenciones de acercamiento. En el ámbito de los factores de atracción, la relación familiaridad/amabilidad del destino y la facilidad de consumo de las experiencias turísticas ejercen una influencia positiva en las intenciones de acercamiento, mientras que la relación seguridad y protección sanitaria de un destino reduce las intenciones de evitación.

Este estudio clasifica de forma única los factores de empuje y atracción que influyen en las intenciones de los turistas de la tercera edad. La identificación de factores de doble impacto, resilientes y facilitadores abre nuevas vías para crear un entorno favorable y accesible para los turistas de la tercera edad, mejorando sus experiencias de viaje.