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The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose a new framework offering valuable contributions for academia, practice, and policy makers. Our future research agenda culminates in a checklist for researchers which clarifies how the metaverse can be beneficial to digital marketing and advertising, branding, services, value creation, and consumer wellbeing. [ABSTRACT FROM AUTHOR]

This study explores the relationship between value co-creation (VCC), guests' perceived justice and guests' enjoyment. Cognitive appraisal theory and justice theory are used to explain these relationships. Different dimensions of VCC such as knowledge sharing, equity, interaction, personalization, experience and relationship are investigated in this study. Partial least square Structural equation modeling (PLS-SEM) was used to test the hypotheses using data from 365 hotel guests recruited through Prolific. VCC has a positive relationship with guests' enjoyment through two mediators, the perceived distributive and the interactional justice. This study contributes to the literature of VCC by proposing justice theory as a cognitive process that can partially explain guests' enjoyment when they adopt an active 'working' role to undertake value-creating activities. [ABSTRACT FROM AUTHOR]

Small businesses dominate the tourism and hospitality industry worldwide and are of critical importance for the competitiveness of destinations. Small family hotel businesses are characterised by a number of specific business processes which generate particular training and educational needs. It is increasingly clear that small businesses are not miniature versions of larger ones, but they have different structures, priorities and strategic objectives. This paper investigates a number of management areas, such as planning, strategy development and behaviour in these enterprises, to determine skill and competency gaps. A survey of small family hotel businesses in Austria was carried out in 2003. Performance, growth and internal management procedures were assessed to analyse problem areas and to identify the lacking skills in the tourism industry. The results demonstrate areas of tourism training and education for family hotel businesses.

Investigates small and medium-sized tourist enterprises (SMTEs) in the European hotel sector and their utilisation of the Internet and their perception of online learning systems. Aims to demonstrate to SMTEs that training is imperative and that information and communication technologies (ICTs) can enable them to improve their inventory management, strengthen their marketing and communications strategies and develop their internal business processes. The survey demonstrates that SMTEs are not utilising information technology in their businesses to its full potential. They primarily see the Internet as a mechanism for promoting their hotel rather than for training, inter-, intra-organisational and e-commerce purposes. Respondents have recognised that integrating technology with training will become a management challenge in the future, but at present it is not considered a priority. However, respondents did identify their highest preference for content to be incorporated into the online course modules to be ICT trends and issues. Concludes that SMTEs are willing to engage in online learning and that the ability of SMTEs in embracing e-learning can become crucial determinants of their success. (Contains 1 table and 6 figures.)