Tourist accommodation,consumption and platforms

The expansion of mediated accommodation on peer to peer (P2P) platforms, such as Airbnb, has generated extensive economic impact and structural changes in all the destinations involved. This study proposes an innovative analysis which estimates the economic impact associated with the expenditure of tourists staying in traditional hotel establishments in comparison to the impact of those staying in tourist housing mediated through P2P platforms. This research analyses fieldwork based on 1343 surveys carried out in the city of Granada, one of the main tourist destinations in Spain. Through the application of the input–output methodology we found that tourists staying in tourist housing mediated through P2P platforms generate a greater impact as a consequence of longer average stays and more heterogeneously distributed consumption. Their average expenditure is similar to that of tourists in hotels, but the indirect impact generated is greater. Consequently, we can better comprehend the economic impact associated with these platforms and their real effect. Public planners have to consider this information as part of the regulation and restriction of this activity.     

Factors affecting investors’ intention to purchase gold and silver bullion: evidence from Malaysia

Gold and silver prices have surged since the 1980s, and they have been used as a store of value for fear of a financial meltdown. However, gold and silver in the form of bullion are still not so popular compared with other gold and silver products (jewellery) and other financial instruments in Malaysia. Limited study has actually verified the factors that affect the investors’ intention to purchase bullion. Thus, this study explores factors affecting investors’ behaviour and their intention to purchase bullion based on the Theory of Planned Behaviour. This study also examines the moderating effect of scepticism between investors’ behaviour and their intention to purchase bullion. A total of 208 sets of data collected in a self-administered online structured survey was analysed using PLS-SEM. This study finds that investors’ behavioural belief and control belief significantly and positively affect their respective attitude towards behaviour and perceived behavioural control and, thus, intention to purchase bullion. Results are found insignificant for normative belief, normative attitude and intention to purchase bullion and the moderating effect of scepticism in affecting investors’ intention to purchase bullion. The findings of this study hope to provide insight and deeper understanding to bullion traders and financial advisors in improving their marketing strategies in growing interest in the bullion market.

     

Going green in Thailand: Upgrading in global organic value chains

Under what conditions are some small-scale agricultural producers able to overcome challenges associated with shifting to organic production, whereas most are not? The answers are vital for the global effort to encourage more sustainable, pro-poor forms of agriculture—more organic farming, more sustainable production; more smallholders engaged in green production, more income and better livelihoods. Yet, answering this question is challenging in part because previous analyses of global production networks, such as those associated with organic agriculture, focus more on broad governance patterns than the specific factors and actors that help smallholders shift to organic production and link to far-flung markets. To fill in these gaps, we conducted fieldwork in Isan, Thailand, a major rice-producing area in which many groups of smallholders have attempted to shift into organic production. Doing so allows us to identify the critical challenges associated with upgrading into organic production and analyse how specific actors enabled some groups to overcome these challenges. Our findings provide a generalizable theoretical approach to understanding how to link small-scale farmers to global value chains in ways that can potentially enhance smallholders' livelihoods, spark rural development and encourage more sustainable practices in agriculture.     

Impact of cause-related marketing on consumer advocacy and cause participation: A causal model based on self-reports and eye-tracking measures

Cause-related marketing improves corporate image and consumer attitudes toward brands. An important research gap is how the visual attention paid to cause-related cues in social media affect consumer attitudes and behaviors. In the present study, we analyze the moderating role of the visual attention paid to Instagram-based, cause-related posts on the impact of consumer perceptions (i.e., corporate image), beliefs (trust), and attitudes (i.e., corporate social responsibility [CSR] support) on behavioral intentions (i.e., cause participation, consumer advocacy, and intention to share posts) for fast-food restaurants. Data for the study were collected in a between-subjects experiment with 123 participants. Visual attention was measured using eye-tracking technology, and consumer attitudes and behavioral intentions through an online survey. The results show that the greater the attention paid to images (amount and duration of fixations) and the more revisits made lead to more positive attitudes and behaviors toward the cause and the company. On the other hand, the more time spent looking at the company's responses to negative user-generated content weakens the relationship between trust and consumer advocacy toward the company. These results can help practitioners design appropriate cause-related marketing strategies in social media.     

A dynamic segmentation of U.S. women during the COVID-19 pandemic

The coronavirus disease 2019 (COVID-19) pandemic has had a vast, but uneven, influence on consumers. Diversity in consumer reactions, and the extent to which those reactions lead to lasting preference and lifestyle changes, present challenges for implementing effective marketing strategies during a period of societal crisis. To address this, we conducted a dynamic segmentation analysis involving over 14,000 U.S. women by assessing relevant psychological, experiential, and other personal factors at multiple time points during the pandemic. This analysis identified seven unique consumer segments who varied in their current and future degree of change, and who indicated responsiveness to specific forms of brand and advertising content. This seven-segment clustering was highly stable over time, suggesting that certain segmentation approaches hold continuing value for marketers even as widespread events like pandemics evolve.     

Upstream conduct and price authority with competing organizations

We characterize the degree of price authority that competing upstream principals award their downstream agents in a setting where these agents own private information about demand and incur nonverifiable distribution costs. Principals cannot internalize these costs through monetary incentives and design “permission sets” from which agents choose prices. The objective is to understand the forces shaping delegation and the constraints imposed on equilibrium prices. When principals behave noncooperatively, agents are biased toward excessively high prices because they pass on distribution costs to consumers. Hence, the permission set only features a price cap that is more likely to bind as products become closer substitutes, in sectors where distribution is sufficiently costly, and when demand is not too volatile. By contrast, when principals behave cooperatively, the optimal delegation scheme is richer and more complex. Because principals want to charge the monopoly price, the optimal permission set features a price floor when the distribution cost is sufficiently low, it features instead full discretion for moderate values of this cost, and only when it is high enough, a price cap is optimal. Surprisingly, while competition (as captured by stronger product substitutability) hinders delegation in the noncooperative regime, the opposite occurs when principals maximize industry profit.     

Heart rate variability in marketing research: A systematic review and methodological perspectives

Heart rate variability is a promising physiological measurement that accesses psychophysiological variations in response to a marketing stimulus. While its application spans diverse fields, there is a limited understanding of the usability and interpretation of heart rate variability in marketing research. Therefore, this hybrid literature review provides an overview of the emerging use of heart rate variability in marketing research, along with essential methodological considerations. In this context, we blend marketing mix framework with stimulus-organism-response theory, segregating the use of heart rate variability in various marketing research contexts. We follow the preferred reporting items for systematic reviews and meta-analyses (PRISMA) framework to reflect on 33 records obtained from six databases. Our findings suggest that 42% of studies used heart rate variability to investigate promotion-related topics. Overall, heart rate variability is mostly used in combination with Galvanic skin response (48%). Further, 39% of studies used non-portable systems for data collection. Last, using the theory characteristics methodology (TCM) framework, we identified six research avenues: (1) affective, cognitive, and sensorial constructs; (2) personality, thinking style, and demographics; (3) product experience; (4) advertising and branding; (5) correlation with immersive technologies; and (6) triangulation with other neurophysiological tools.