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Personal branding is a strategic tool of marketing and communication to define success in organisations. While it constitutes a conscious attempt to commodify self and audit self, it must be intentionally managed to obtain its optimum results. This study aims to illustrate how personal branding may also pose unintentional and unconscious strategic tool for women academics in academia to help them get wider visibility and increase their chances of getting into leadership positions.

We employed a case study approach and convenience sampling to select our unit of analysis. Three universities in both public and private universities in the eastern regions of Indonesia were purposefully selected, and interviews were held with 30 female leaders occupying and occupied middle and lower leadership hierarchies.

Our research shows that, despite their unintentional, unplanned and poorly designed personal branding, women have been able to advance to their current leadership positions by building their own rooms for practising their own preferred leadership values to get them visible and heard. This way is performed through a gendered networking, previous leadership experience and bureaucratic requirements. The consequence of such a practice may limit the range of visibility to getting noticed as worthy individuals for senior leadership roles. This might be one reason why women are scarcely found in senior leadership positions.

We propose that natural strategies of constructing, narrating and marketing or communicating personal branding in academia through authentic actions can also be helpful for the success of women to get to leadership roles in a smaller and ambient environment.

The purpose of the study is to investigate the potentiality and dimensions of promoting handicraft family business practices in handicraft as well as the extent to highlight the local tradition and culture.

This study is an insight from the existing relevant literature on family-owned businesses in handicrafts from time immemorial. Furthermore, data were collected from the 300 respondents using a purposive sampling procedure in which the rate of response was 67%. The structural equation modeling (i.e. SmartPLS 3.0) was used to analyze the construct and test the hypothesis.

According to the result, among the 4 hypothesized paths all were supported, but out of 22 relationship paths, 15 paths are considered significant This study shows the relationship among the promotional factors, economic factors and motivational factors, and support and challenges factors have a crucial effect on the adoption of handicraft family business.

The findings of this study will assist the tourism scholars and managers to apprehend an authentic relationship between age-old practices of the family business as well as the legacy of the family business in art and crafts to empower the local people.

The study is a foremost to ascertain the critical success factors of the adoption of family business practices in art and crafts through rural tourism to empower the local economy.

Apitourism is a form of tourism that deals with the culture and traditions of rural communities and can be considered one of the most sustainable methods of development and tourism. Accordingly, this study aims to identify the key factors and plausible scenarios of Iranian apitourism in the future.

This study is applied research. For this purpose, first, by examining the theoretical foundations and interviewing experts, the key factors affecting the future of Iranian apitourism were identified. Then, using a binomial test, these factors were screened. Both critical uncertainty and DEMATEL techniques were used to select the final drivers.

Two drivers of “apitourism information system and promotional activities” and “organizing ecological infrastructure” were selected for scenario planning using critical uncertainty and DEMATEL techniques. According to these two drivers, four golden beehive, expectancy, anonymous bee and black beehive scenarios were developed. Each scenario represents a situation for apitourism in the future. According to the criteria of trend compliance, fact-based plausibility and compliance with current data, the “Black Beehive” scenario was selected as the most likely scenario. The “Golden Beehive” scenario shows the best case in terms of apitourism information system and implementation of promotional activities and organizing and providing ecological infrastructure. The “Black Beehive” scenario, on the other hand, describes an isolated and vulnerable system.

Developing plausible Iranian apitourism scenarios helps key stakeholders and actors develop flexible plans for various situations.

The purpose of this paper is to overview the current state of affairs of the Indian heritage treasures, which are being identified, restored, preserved and promoted by various organizations at national and international levels with an emphasis on its documentation aspect. Lack of information about the heritage sites, structures and its significance, especially unprotected and unidentified, leads to its permanent loss. One of the prominent measures to safeguard from such irrevocable cultural deprivation is its documentation. Further, the study aims to examine the significant challenges associated with identifying unrevealed heritage assets of the country in the context of its preservation, documentation and promotion. As a suggestive measure, the study aims to propose the need for developing a comprehensive cultural heritage register assisted with technological aids focusing on community participation in taking stock of the heritage items they possess and enable them to effectively document.

The present study extracts the cultural heritage data available with the UNESCO belongs to Indian heritage assets inscribed in its World Heritage portal. The collected data has been analyzed and interpreted to overview the country's recognition at the global level. The data collected from the official portal is further explored and customized to have a lucid account. The details about the organizations and institutions working on heritage conservation and preservation activities in India are also collected. A review of published literature on the related areas has also been performed to identify the issues and challenges associated with the documentation of heritage assets to support this study. The study also included the researcher’s experience in working with cultural heritage documentation.

India holds a substantial quantity of cultural as well as natural heritage items. However, an exhaustive effort to document them at the national level is not being accomplished to its full potential. Many of the assets, inheritances or sites of cultural importance have not been fully identified, preserved or documented; hence, it is unrecalled forever once lost. Some organizations and individuals working on cultural heritage lack clarity in its function and do not follow any common standards in its documentation. For any conservation activity, documentation is prime, and the local community's support is also essential. Means of international collaboration for managing and promoting the heritage are required to be encouraged. Findings of the study demand the need for utilizing digital technologies to assist the documentation process. It emphasizes the requirement of having a web-based single window online gateway where an individual or community can dispense the knowledge and resources they possess hence contributing to heritage conservation, preservation and sustainability.

The study limited to Indian scenario and the data on the heritage sites are collected from UNESCO's World Heritage portal. Only the documentation and promotional aspects of the cultural heritage are discussed. There are many lesser-known and unprotected cultural heritage in different parts of the country with artistic value. The unique characteristics that have not been recorded anywhere are to be documented systematically to reduce the frequency and severity of losses. The implication of the study highlights the present scenario of cultural heritage documentation in India and the need for a comprehensive heritage information gateway supported with a register facility to precisely document and retrieve.

Aspects of culture which are inherited from the past to the present are to be preserved for future generations. Digital archives of cultural heritage and the use of digital tools to document them are effective mechanisms to protect and store the data on endangered heritage items. For any such conservation effort, documentation is its first step. Developing and facilitating access to an exclusive database of cultural heritage at risk boast its sustainability and can be enriched by the involvement of local communities. Public access to such a database would greatly support administrators, tourist departments, culture departments, development administration and conservation activists to gather the details of unprotected heritage items of the country, its present condition, risk of damage, etc. which further helps in its preservation, conservation, sustainability and promotion in a constructive manner.

To the authors' best knowledge, no such single and comprehensive mechanism in the country allow the individuals to contribute to the inventory list holding information about the identified, unprotected and unidentified heritage assets which are having a risk of damage, threat, decay, vulnerable, neglect, lack of use or inappropriate maintenance and development. Developing such a system with technological and data infrastructure helps to pool all the cultural heritage resources under one umbrella. It imparts the value and significance of protecting and promoting heritage inheritances and a safe haven of them from the risk of its chronic loss. The system can also support all the activities related to heritage protection and bring the local community to timely support and initiate such heritage conservation activities.

The purpose of this paper is to investigate the unexplored part of the historical evolution of travel agencies in Spain, from the end of the 20th century to the 21st century. When examining promotion strategies, the study focuses on the change in marketing and public relations strategies based on the incorporation of information and communication technologies and, in particular, the use of the internet.

This study draws on a qualitative analysis of the different strategies used by traditional agencies and online agencies in Spain from the mid-19th century to the present. This analysis shows how traditional communication strategies survived at the beginning of the 21st century, together with other more innovative ones, while some disappeared, being eliminated by the new online travel agencies, which created a particular conception of marketing and communication. This paper is divided into the following parts: the introduction; the beginnings of travel agency promotion in the 20th century; the evolution of promotion in travel agencies since the late 20th century; communication innovation at the beginning of the 21st century; online travel agencies; and conclusions.

This study shows that although online agencies did not manage to position themselves with a large turnover, they generated advantages and sharpened their imagination to create a new, more economical advertising model, eliminating the costs of public relations and advertising campaigns. In addition, they allowed clients to have greater independence when making their reservations, while enabling them to monitor the tastes of potential and real clients and add blogs so that consumers could express their degree of satisfaction with the product or services provided by the agency.

The focus of attention is the travel agency sector in Spain and, more specifically, communication. Studies on travel agencies and their marketing have been very scarce and partial, impeding professionals in the tourism sector from having a broad vision to direct their promotional and public relations actions. The originality of this article lies in its making a comparison between two different visions of tourism marketing and, specifically, of travel agencies, that is, the traditional vision and the innovative one. It thus helps all professionals in the sector to value and improve their marketing and communication strategies.

The subject of this paper is the phenomenon of social media aesthetics, which can be perceived as a tool for promoting and building the image of libraries, especially in terms of merchandising. The aim of this paper is to analyse the potential of the dark academia social media trend in the promotion of academic libraries.

The article is based on a review of the social networking sites YouTube and Instagram and an analysis of network resources using the Brand24 tool.

Resources that are described by Internet users as “dark academia” are popular in social media. Dark academia as an aesthetic concept creates potential for the promotion of academic libraries, especially those that are more traditional in terms of their architecture, décor or how they offer their services.

The paper concerns a phenomenon which, although popular socially, has not yet been scientifically analysed in the literature on the subject. Since the topic is new and there is no scientific literature on it, the author had to base the paper on less standard sources of information (e.g. analysis of the content of social media). The article is a review, an introduction, as well as an invitation to further discussion. The author's aim is not to comprehensively cover this topic but only to draw attention to an interesting and rarely discussed issue that has great potential for practical activities.

The topic has great potential for the practical improvement of the promotional activities of libraries, especially older, more traditional libraries, to create a strong and positive image on the basis of characteristics often perceived as weaknesses.

Social media services are powerful social impact tools. Showing the potential role of social media aesthetics for cultural institutions could serve to make the public more aware of the role of the proper use of social media for promotion and image building.

The use of social media aesthetics is very rarely discussed in the subject literature.

The purpose of this paper is to determine current and potential takaful customers’ perception of takaful product and its adoption in Somalia.

This study used three originally selected constructs of perceived relative advantage, perceived compatibility and perceived complexity of diffusion of innovation (DOI) theory and adds three additional constructs of level of customer awareness, culture and perceived trust. A total of 427 questionnaires were collected from the participants of the study using a nonprobability convenience sampling technique. For data analysis, Smart PLS3 and SPSS software were used. The survey was conducted in Somalia, with respondents being current and potential takaful product’s customers. The DOI theoretical model was put to the test using structural equation modeling.

The findings showed that perceived relative advantage, perceived compatibility, awareness, perceived culture and perceived trust have a positive and significant influence, whereas perceived complexity has an insignificant influence on the adoption of takaful products.

This research is a pioneering attempt to investigate the determinants of current and potential takaful customers’ adoption by changing the DOI theory, and it presents a unique contribution to the field with regard to Somalia.

Past research often relies on linear relationship assumptions from the perspective of managers when studying the relationship between attribute performance and satisfaction. However, this study extracts tourists’ online reviews to explore asymmetric relationships and identifies island tourism satisfiers, hybrids and dissatisfiers.

The research uses 3,523 reviews from Tripadvisor to examine Langkawi Island’s tourist satisfaction. Latent Dirichlet allocation (LDA) machine-learning approach, penalty–reward contrast analysis and asymmetric impact-performance analysis (AIPA) were employed to extract and analyse the data.

Langkawi’s dissatisfiers included “hotel and restaurant”, “beach leisure”, “water sport”, “snorkelling”, “commanding view”, “waterfall”, “sky bridge walk”, “animal show”, “animal feeding”, “history culture”, “village activity” and “duty-free mall”. Amongst these, five were low performers. Hybrids encompassed “ticket purchasing”, “amenity” “traditional food market” and “gift and souvenir”, all of which were low performers. Only one attribute was categorised as a satisfier: “nature view” which performed exceptionally well.

This study provides recommendations to enhance tourist satisfaction and address tourist dissatisfaction. The elements requiring immediate attention for enhancement are the five low-performance dissatisfiers, as they represent tourists’ fundamental expectations. Conversely, the satisfier or excitement factor (i.e. nature views – mangroves and wildlife) could be prominently featured in promotional materials.

This research constitutes an early endeavour to categorise attributes of island tourism into groups of satisfaction, hybrid or dissatisfaction based on user-generated data. It is underpinned by two-factor and three-factor theories.

The purpose of this study is to examine the impact of customer relationship management (CRM) components on competitive advantage through customer loyalty in the banking sector of Bangladesh.

A structured questionnaire was used for the data collection process. In all, 326 respondents were participated in the survey and selected conveniently from the commercial banks of Bangladesh. Data were analyzed by using Smart-PLS software.

The outcomes of this study indicate that customer orientation and technology capability have a positive impact on competitive advantage, while customer knowledge does not. Besides, customer loyalty significantly mediates the relationship between customer orientation and technology capability with competitive advantage, while this mediation effect appears insignificant between customer knowledge and competitive advantage.

This study's findings can help Bangladeshi bank managers communicate with new customers about their promotional activities while keeping old customers informed about new CRM initiatives.

This study adds to the existing pool of knowledge on CRM components, customer loyalty and competitive advantage literature. Particularly, the mediating role of customer loyalty between the CRM components (customer orientation and technology capability) and competitive advantage is the unique contribution of this research.

Artificial Intelligence-based smart farming technologies have brought impressive changes in farming. This paper aims at exploring the farmers’ intention to adopt smart farming technologies (SFT). Also, the authors intend to know how far the belief of farmers on land as God influences their decision to adopt SFT.

The data were gathered from 500 farmers chosen purposively. A well-crafted survey instrument was employed to amass data from farmers for measuring their adoption of SFT. As the authors sought to measure the farmers’ behavioural intention (BI) towards the adoption of SFT, the technology acceptance model developed by Davis (1989) came in handy, including perceived usefulness (PU), perceived ease of use (PEU) and BI. The authors have adopted this model as it was considered a superior model. The items on the attitude of confidence (AC) were adapted from Adrian et al. (2005). Survey instruments of Thompson and Higgins (1991) and Compeau and Higgins (1995) were also referred to finalize the statements relating to attitude towards use. Moreover, the authors developed items relating to the perceived belief of land as God based on frequent interaction with the farmers.

The study results divulged that attitude to use (AU) is directly influenced by the rural farmers’ PU, PEU and AC. Similarly, this investigation has observed behaviour intention directly influenced by the AU of farmers. It is observed that AU was the most influential variable, which ultimately influenced the BI to use SFT.

This study has an important limitation in the form of representing only the culture, belief and value system of farmers in India.

The outcome of this study will facilitate the policymakers to draw suitable policy measures keeping the sensitivities of the farmers in mind in their technology adoption drive. The agricultural officers can encourage farmers to take logical decisions by supplying adequate information in a time-bound manner. Marketers can make suitable adjustments in their sales and promotion activities that focus on farmers.

The belief of farmers on land as God has a small yet unmissable influence on farmers’ AU and BI in their technology adoption decision. Based on the above evidence, the authors recommend that marketers fine-tune their product design, product packaging and promotional activities keeping the belief and sensitivities of farmers at the core of their marketing campaign.

This article provides original insights by demonstrating the positive influence of PU, PEU and AC on technology adoption by farmers. This research is the first of a kind linking the belief of farmers on land as God with smart farming technology adoption in farming.