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The COVID-19 pandemic has prompted the fast growth of online music festivals. This paper explores how festivalgoers' experience affects their satisfaction and drives their loyalty to re-attend online music festivals in China.

Based on an understanding of the music festival experience and the characteristics of live-streamed performances, this paper investigates five factors that affect festivalgoers' satisfaction and loyalty, namely the music experience, ambience experience, separation experience, social experience and novelty experience. The relationships between festivalgoers' experience, satisfaction and loyalty are also explored using structural equation modelling techniques.

The empirical results suggest that four of the above-mentioned five factors of the online music festival experience directly affect festivalgoers' satisfaction and loyalty. The online mode is a rapid adaptation of and preferred alternative to offline music festivals, whilst the creation of the experience, along with satisfaction with and loyalty to the online music festival, are determined by different factors compared to offline modes. Overall festival satisfaction positively enhances the relationship between festivalgoers' experience and loyalty to online music festivals.

This study offers a range of practical and managerial implications for organisers of online music festival, similar activities such as live-streaming concerts and stage performances and hybrid events.

This study explores a phenomenon that has evolved quickly since COVID-19 and will, potentially, have an ongoing and enduring impact on the music festival sector. It differentiates the understanding of festivalgoers' experience in online and offline modes, which is a new addition to the literature. It also enriches the theoretical understanding of the experience of, satisfaction with and loyalty to online music festivals.

This paper aims to explore how music festival organisers negotiate diversity and inclusion in marketing and promotion practices through symbolic and social boundaries.

Based on semi-structured interviews with 18 festival organisers in Rotterdam and participant observation with six festival photographers I show that symbolic and social boundaries are employed in three areas: (1) boundaries in festival format (i.e. [partially] free or ticketed), (2) boundaries in distribution partners and technologies and (3) boundaries in promotional content.

Symbolic and social boundaries are intentionally used by festival organisers to build and delineate festival audiences. Implications are drawn on current understandings of the accessibility of music festival spaces, arguing that festival research should move beyond within-space dynamics to grasp the negotiation of diversity and inclusion at festivals more fully.

While music festivals are often marketed as celebratory spaces that are “welcoming to everyone”, few studies have investigated diversity and inclusion nor marketing and promotion practices at music festivals. This study shows how festival audiences are shaped through marketing and promotion practices.

This study aims to investigate the integration of heritage language and culture in technology-enhanced bilingual education and examine the dominance of the English language and culture in computer-assisted language learning settings.

This research used a narrative inquiry methodology. The data came from semi-structured interviews with 25 bilingual teachers in the Kurdistan region of Iraq and Texas.

The study found a significant bias in the use of technology toward the target language, often at the expense of heritage language and culture. The curricula analyzed were predominantly focused on superficial cultural elements of the target language, leading to a neglect of deeper cultural engagement.

This research highlights the phenomenon of cultural cringe within bilingual education and the skewed use of technology toward the target language.

This chapter examines the role extracurricular activities have in developing higher education (HE) student’s entrepreneurial competencies and capabilities. Specifically, this chapter examines: What type of students participate in extracurricular activities? Why do students choose to participate? and What activities offer for entrepreneurial competency and capability development. An electronic survey (e-survey) collected pre- and post-data from two groups: Group A – students participating in extracurricular enterprise and entrepreneurship (EEEx) activities (n = 119); and Group B – students engaged in non-enterprise-related extracurricular activities (n = 72). Findings indicated that students in both groups were motivated to engage in extracurricular activities to enhance their skills, fulfil personal interests and enhance their employability. Utilising Morris, Webb, Fu, and Singhal’s (2013) entrepreneurial competencies list as a model, there were found to increase in all but one competency (creativity) for Group A, yet for the control group, most competencies decreased. Independent sample T-tests demonstrated that there was no significant difference in the final ratings of entrepreneurial capability between Group A and Group B, however, the degree of improvement for perceived entrepreneurial capability, pre-to-post, for those participating in enterprise activities was substantially higher than the control group. Finally, students participating in EEEx activities were more likely female, studying a programme within the Business School, and in the second or final stage of their programme. This chapter demonstrates the value that EEEx activities provide in a competency context for students and tasks educators with considering how to develop and signpost specific entrepreneurial competencies and capabilities.

In this study, to empirically test the relationship between ethical organizational climate, inner life (IL) and life satisfaction (LS) of employees, a field study was conducted on white-collar personnel working in the service sector in the Istanbul region. The main purpose was to extract an approach that could be applied to simultaneously boost LS and customer orientation for effective service delivery by organizations.

A two-wave time-lagged survey design was used to collect the data over a period of three months. Two sets of self-administrated survey questionnaires were developed for both waves, containing the details of the study and items for measuring variables. The questionnaires were developed in such a manner that the anonymity of the respondents and ethical considerations remained intact. In the first wave, data were collected for two variables, i.e. organizational ethical climate and IL. The measurement scale for organizational ethical climate was adapted from the study of DeBode et al. (2013) and for IL from the study of Fry et al. (2017). In the second wave, data on the remaining two variables (LS and organizational customer orientation) were collected. Direct effects and indirect effects in the hypotheses were tested by structural equation modeling (SEM).

This study has found that the organizational ethical climate strengthens the inner lives of employees, which is vital for the organizations from two angles: one, strong IL of an employee enhances his/her own LS and two, stronger IL accentuates customer orientation.

The fact that the context of this study is limited to Turkey and that the participants are selected from among white-collar personnel working in the service sector reduces the representativeness of the research result. In this sense, in the next stages, the model of the research can be retested in different industries or cross-cultural studies can be designed by comparing the study results with samples from different geographies, so that the validity of these relations for different cultures can be seen.

The implications of this study revealed that employees will enjoy their lives more when authorities in organizations adopt organizational policies supporting the inner lives of employees, feel respect for their private areas and make the organizational climate more ethical. Hence, with practices such as workplace spirituality or spiritual leadership that support the inner lives of employees, the motivation and satisfaction of employees can be increased.

This study revealed that inner life strength makes people comparative more ethical in their dealings, which gives them a sense of achievement and enhances work meaningfulness, boosting LS and customer-orientation. The findings of this study are vital for leaders, as they can achieve a conjoint elevation of the LS of their employees and enhance customer orientation for higher organizational performance.

This study is original in emphasizing the positive effect of spiritually powerful inner-life customer-orientedness in employees with empirical proof.

This study addresses how algorithmic recommendations and their affordances shape everyday information practices among young people.

Thematic interviews were conducted with 20 Finnish young people aged 15–16 years. The material was analysed using qualitative content analysis, with a focus on everyday information practices involving online platforms.

The key finding of the study is that the current affordances of algorithmic recommendations enable users to engage in more passive practices instead of active search and evaluation practices. Two major themes emerged from the analysis: enabling not searching, inviting high trust, which highlights the how the affordances of algorithmic recommendations enable the delegation of search to a recommender system and, at the same time, invite trust in the system, and constraining finding, discouraging diversity, which focuses on the constraining degree of affordances and breakdowns associated with algorithmic recommendations.

This study contributes new knowledge regarding the ways in which algorithmic recommendations shape the information practices in young people's everyday lives specifically addressing the constraining nature of affordances.

Research for the case study was conducted using a combination of semi-structured interviews and secondary data sources.

This case traces the international expansion of Sadowsky Guitars’ bass guitar product line. Roger Sadowsky is one of the most respected instrument makers in the world and gained early acclaim for his outstanding repair and restoration work on guitars and basses. Some of his early clients included Prince, Will Lee (The Tonight Show), Tom Hamilton of Aerosmith, Jason Newsted of Metallica, Eddie Van Halen and Marcus Miller. Roger’s reputation and the demand for his instruments led to some customers having to wait for more than a year to obtain the chance to purchase a Sadowsky instrument, while others were unable to do so due to financial constraints. In 2003, Roger made the decision to form Sadowsky Japan to begin the contract manufacturing of more affordable Sadowsky instruments in Tokyo, Japan. As the company grew in size, Roger realized he was becoming more focused on running a business than building instruments. Furthermore, his Japanese partners were only interested in serving the Japanese market. This required him to handle the sales and distribution in the remaining parts of the world. In December of 2019, he announced a new, exclusive licensing agreement and distribution partnership between Sadowsky Guitars and Warwick GmbH & Co Music Equipment KG. The new agreement allowed Roger to continue running the Sadowsky NYC Custom Shop while Warwick would take over building and distributing the Metro instruments and a less-expensive, Chinese-built version of the MetroExpress instruments.

This case is appropriate for undergraduate and graduate-level courses related to marketing and consumer behavior. The case walks students through a real-life scenario when the founder of a well-known musical brand sought to expand internationally as a way to meet growing market demand. Students are asked to consider the advantages and disadvantages of the five key international market entry strategies: exporting, licensing, contract manufacturing, joint ventures and investment (equity/acquisition).

The case works well in the classroom, even if people are unfamiliar with the musical instrument retail industry. Participants are most likely aware of some of the artists and musicians mentioned in the case. Some may also be or know musicians. The instructor should be able to quickly engage participants in a lively discussion about Roger Sadowsky’s vision for his instruments and the opportunities and challenges of expanding product offerings and increasing market share.

Teaching notes are available for educators only.

Tourism destination marketers use videos that incorporate storytelling and visual and audio components to evoke emotional arousal and memorability. This study aims to examine the increase in participants’ level of arousal and the degree of memorability after watching two different videos.

A quasi-experimental study was conducted with 45 participants who watched two destination promotional videos. One video used storytelling whereas the other used scenic images and music. The level of arousal was measured using both tonic and phasic electrodermal activity levels. The memorability of each video was measured after seven days by testing the recall accuracy.

Scenic imagery and music videos were associated with higher-than-average arousal levels, while storytelling videos generated larger-amplitude arousal peaks and a greater number of arousal-evoking events. After a week, the respondents recalled more events from the storytelling video than from the scenery and musical advertisements. This finding reveals that the treatment, storytelling and sensory stimuli in advertising moderate the impact of arousal peaks and memorability.

These results indicate that nonnarrative videos using only sceneries and music evoked a higher average level of arousal. However, memorability was associated with higher peak levels of arousal only in narrative storytelling. This is the first tourism study to report the effects of large arousal peaks on improved memorability in advertising.

To understand the experiences, expectations and suggestions of digital nomads towards intangible cultural heritage in the places they travel.

The qualitative research method was used and the research design is a phenomenological design. Multiple qualitative research design steps were followed in obtaining the research data. In this context, online interviews were conducted with a semi-structured interview form developed by the researchers, and the social media accounts of digital nomads were monitored. The sample consists of nine digital nomads who were interviewed online and five digital nomads whose videos and comments shared on social media were monitored. The inductive thematic analysis method was used to analyse the data.

It was found that digital nomads experience intangible cultural heritage elements, especially religious rituals and food culture, and actively participate in activities and rituals related to these elements as well as sharing them on their social media accounts. It was also concluded that the participants expected to work towards the protection of intangible cultural heritage elements through a number of activities such as awareness-raising and education, and that it is difficult to experience cultural heritage in societies that are not foreign-friendly.

The data were obtained from volunteer participants consisting of digital nomads and digital nomads who shared their experiences on social media. It is suggested that traditional food and religious rituals as intangible cultural heritage should be promoted and transferred by sharing the experiences these digital nomads on digital platforms.

Religious rituals and food cultures are prominent in the ICH experiences of digital nomads. Digital nomads who stay longer in their destination than tourists can play an intermediary role in promoting and transmitting this heritage. The social media and other digital platforms enable digital nomads to share their experiences of cultural heritage and create a global dialogue and understanding through these experiences.

The experiences and expectations of digital nomads towards ICH require a reassessment of traditional approaches to the preservation and transmission of cultural heritage. By experiencing different cultural heritages and sharing these experiences through digital platforms, digital nomads contribute to the reinterpretation and reproduction of cultural heritage. This process reveals that cultural heritage is not limited to a particular community or geography, but is rather a global phenomenon, and therefore needs to be addressed from a global perspective.

It is one of the pioneering studies on the experiences of digital nomads towards intangible cultural heritage.

Although governments have used social media platforms to interact with the public in an attempt to minimize anxiety and provide a forum for public discussion during the pandemic, governments require sufficient crisis communication skills to engage citizens in taking appropriate action effectively. This study aims to examine how the National Health Commission of China (NHCC) has used TikTok, the leading short video–based platform, to facilitate public engagement during COVID-19.

Building upon dual process theories, this study integrates the activation of information exposure, prosocial interaction theory and social sharing of emotion theory to explore how public engagement is related to message sensation value (MSV), media character, content theme and emotional valence. A total of 354 TikTok videos posted by NHCC were collected during the pandemic to explore the determinants of public engagement in crises.

The findings demonstrate that MSV negatively predicts public engagement with government TikTok, but that instructional information increases engagement. The presence of celebrities and health-care professionals negatively affects public engagement with government TikTok accounts. In addition, emotional valence serves a moderating role between MSV, media characters and public engagement.

Government agencies must be fully aware of the different combinations of MSV and emotion use in the video title when releasing crisis-related videos. Government agencies can also leverage media characters – health professionals in particular – to enhance public engagement. Government agencies are encouraged to solicit public demand for the specific content of instructing information through data mining techniques.