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Homestay-based tourism is fraught with the challenge of what may prompt tourists to behave sustainably. Current research argues that tourists' sustainable behaviours can be a function of the psychological ownership they experience towards the homestays. By applying the tenets of psychological ownership theory, this study also theorizes the predictors of psychological ownership towards the homestays. Data collected from homestay tourists in the rural Himalayan region is employed to test the hypotheses. Results reveal that tourists' perceived control over homestays, their intimate knowledge, and self-investment during interactions with the homestays predict psychological ownership towards homestays which further explains tourists' loyalty towards the homestays, a sense of localism, and pro-environmental behaviours representing the economic, social, and environmental dimensions of sustainable behaviours, respectively. This study demonstrates psychological ownership towards the homestays as a novel mechanism for sustainable tourist behaviours and establishes the routes to this state while broadening the scope of psychological ownership theory in tourism literature. On practical implications, this research lays down the markers that marketers can employ to design corresponding behavioural interventions aimed at stimulating tourists' psychological ownership towards the homestays and thereby augment sustainable behaviours. [ABSTRACT FROM AUTHOR]

Tourists visiting the Indian Himalayan Region are categorized from an etic perspective; consequently, they are considered akin to the nature and congruity of the regional destinations. However, evidence indicates that an aberration has occurred in the region's tourism activities, adversely influencing the host communities' cultural and social context. From an emic perspective, this paper presents a new categorization of visiting tourists in the region. This research took a phenomenological stance, and 34 in‐depth interviews were conducted to collect the primary data. Subsequently, a thematic analysis was performed to analyze data. Findings demonstrate that, due to an aberration in the form of tourists, the cultural and social order of the region is experiencing antithetical issues, and host communities are becoming skeptical about the sector's existing tourism model and revenue aspirations; therefore, conflicts are intensifying between tourism development and revenue aspirations in the region. The study concludes by proposing future research directions. [ABSTRACT FROM AUTHOR]

Indian medicinal and aromatic plants (MAPs) are globally known for their unique medicinal properties. However, due to limited strategic marketing and branding interventions in the sector, the MAPs are sold as commodities across markets, and intermediaries typically control the market mechanism of these resources. Consequently, the baseline suppliers of the sector remain relegated in the whole MAP business value chain. To address the inequalities of the existing Indian MAP business and enable suppliers to play an inclusive role in the country's MAP business value chain, this article attempts to conceptualize an ingredient branding strategy for the MAP resources and offers two strategic options. With a constructivist philosophical approach, conceptual methodology synthesizes related concepts and theories and offers the ingredient branding strategy for Indian MAP resources. The critical contribution of the article lies in its ability to reflect on a brand ecosystem framework and two strategic options for MAP ingredient branding. [ABSTRACT FROM AUTHOR]

This study examines the value chain of Uttarakhand's medicinal and aromatic plants and herbal and herbal healthcare products sector, the roles of different stakeholders, and their contribution to sustainable commercial development and value generation. Organized and unorganized paths in the chain are identified, as is the significant role of middlemen and the need for policy attention to the unorganized parts of the chain, with a view to establish a chain that is pro-farmer, adds value, and promotes sustainable growth and development. [ABSTRACT FROM AUTHOR]

The medicinal and aromatic plants resources of Uttarakhand, India offer significant opportunities of employment and livelihood for rural communities and contribute a large share in the medicinal and aromatic plants trade of India. With the growing trade of medicinal and aromatic plants resources in the global market, the medicinal and aromatic plants business of Uttarakhand is also continuously growing in terms of trade volume, value and market reach. But, considering the ecological importance as well as unregulated exploitations of these resources, the growing business activities in this sector appear incompatible to the sustainability agenda. Through a mini review, this study assesses the medicinal and aromatic plants sector of Uttarakhand and identifies key challenges that seem incompatible for resource and business sustainability and offers some prospective research directions essential for identifying pragmatic solutions to support sustainability in the sector. This review identifies nine key challenges to sustainability in Uttarakhandʼs medicinal and aromatic plants sector. It is therefore pertinent that future research focus on the prevailing challenges of the medicinal and aromatic plants sector of Uttarakhand to develop strategies for sustainable business prospects. [ABSTRACT FROM AUTHOR]

Realizing the sustainability and competitiveness in the trade of medicinal and aromatic plants (MAP) resources of north India is challenging due to lack of participation from the primary producers (growers and harvesters). This is credited to their unawareness of sustainable resources management practices caused by the lack of a marketing information system (MIS) in the trade. The introduction of a MIS can supplement sustainability in the sector, while improving competitiveness. Through a qualitative research approach, this study investigates the need for marketing information among the primary producers of medicinal and aromatic plants of Uttarakhand, and offers a comprehensive framework for a provincial MIS and strategies for the MAP trade. The proposed MIS would be helpful in linking the MAP trade with sustainability and competitiveness. [ABSTRACT FROM AUTHOR]

The medicinal and aromatic plants resources of India are known as a source of economy, sustainable livelihood, and employment for many rural communities. However, perhaps the recognition for medicinal and aromatic plants as a source for sustainable economy generation without linking sustainable marketing orientation, such as branding, is less appropriate. Because, the lack of required marketing orientation is leading challenges for resource sustainability in the sector. Therefore, to address the need of sustainable marketing orientation in the medicinal and aromatic plants sector of India and to conceptualize the branding strategy for the medicinal and aromatic plants resources, this qualitative study, based on the brand heritage of Indian medicinal and aromatic plants, demonstrates the implications of country of origin branding framework to brand the Indian medicinal and aromatic plants. Our study provides a fresh perspective on the branding of natural products and offers strategies for differentiation, competitiveness, and authenticity while trading across the globe. [ABSTRACT FROM AUTHOR]

The article presents the discussion on business and management schools receive widespread acclaim for enhancing societal well-being. Topics include driven by the pivotal contribution of business and management scholarship to address pressing societal issues and advance the UN SDGs; and harmonize and orchestrate responsible research and education, ultimately contributing to a better World.