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The present study aims to examine and explain cultural heritage destination by applying multiple dimension image model (cognitive–affective–conative aspects).

A total of 233 international heritage-based tourists were surveyed on-site at some of the most prominent historical attractions in Malacca, one of the first cities in Malaysia declared as a UNESCO World Heritage Site. The covariance-based structural equation modelling was applied to examine the hypotheses.

The structural equation modelling validated that cognitive image aspects such as living culture, intangible and tangible are affected positively. The effects are statistically significant for conative and affective images. On the other hand, cognitive tangible image is an aspect that impacted affective image to a lesser degree than conative image. Whereas affective image attributes were found to have significant and positive influence on conative image.

This study enriches the limited empirical research study on heritage image conceptualisation by expanding into tri-component model. The destination image has garnered a great deal of attention, particularly due to its significant and impactful influence on the decision-making and the sustainable behaviour of tourists, and it has since become the subject of many studies in the tourism and hospitality literatures. But most research concerning heritage image for destinations has considered the construct uni-dimensionally.

Implementing big data analytics (BDA) for supply chain ambidexterity (agility and adaptability) and green supply chain (GRSC) presents various organizational challenges. These include leveraging BDA capabilities to balance agility and adaptability, integrating this combined approach with GRSC and aligning these efforts to enhance firm performance. This study explores the associations between BDA, supply chain agility and adaptability, GRSC and their impact on firm performance.

Incorporating a resource-based view and contingency theory, we developed a research framework and validated it with data from 355 Chinese firms. Partial least squares structural equation modeling was used to analyze the data.

The findings demonstrate that BDA capabilities had direct impact on supply chain agility and adaptability, GRSC and firm performance. Moreover, the combination of supply chain agility and adaptability affected GRSC; which in turn significantly influenced firm performance. Supply chain agility and adaptability mediated the relationship between BDA capabilities and GRSC. Additionally, GRSC mediated the relationship between BDA capabilities, supply chain agility and adaptability and firm performance.

This study offers both a theoretical and empirical examination of the relationships between BDA capabilities, supply chain agility and adaptability, GRSC and firm performance. By assessing the direct and mediating effects of these factors on China’s industrial sector, it presents new theoretical and practical insights into BDA and GRSC, thereby enhancing the value of the existing literature.

The increasing demand for fashion-augmented reality (FAR) in online fast fashion shopping has the potential to reduce soil and water pollution. Hence, it is vital to understand the success factors that influence consumers’ intention to use FAR (IAR) and actual usage of FAR (UAR) to enhance its adoption.

By incorporating the unified theory of acceptance and use of technology, this study examined the influence of success factors on IAR, the effect of IAR on UAR and the mediating role of IAR in the relationship between success factors and UAR. In total, 803 responses were collected from Indonesia using a cross-sectional approach. Data were examined using partial least squares structural equation modelling.

Their findings revealed that perceived enjoyment, perceived service value and facilitating conditions significantly influenced IAR and UAR. However, the impacts of perceived functional benefits, lifestyle compatibility and perceived trust were insignificant. Nevertheless, the IAR has a significant influence on UAR. Finally, the IAR mediates the relationships among perceived enjoyment, perceived service value, facilitating conditions and UAR.

This study provides valuable insights for practitioners to develop marketing strategies and improve consumer perceptions of FAR, particularly in emerging economies. One limitation of this study is that it exclusively examined young consumers and restricted the examination to specific aspects of consumer behaviour.

Integrating the unified theory of acceptance and use of technology and partial least squares structural equation modelling provides a comprehensive understanding of the underlying dynamics and sheds light on the success factors that drive consumer IAR into UAR and contribute to Sustainable Development Goal 12 by reducing soil and water pollution.

This study aimed to examine the role of big data analytics capabilities (BDAC) in fostering organizational innovation capabilities and, consequently, in achieving economic, social and environmental sustainability.

Through the lens of dynamic capability theory, this study surveyed 115 hotels using purposive sampling to gain in-depth insights regarding the factors affecting organizational sustainability in the hospitality industry. The data analysis was conducted using partial least squares-structural equation modeling (PLS-SEM).

The findings reported a substantial impact of seven core dimensions (i.e. technology, data, basic resources, technological skills, managerial skills, organizational learning and data-driven culture) in building BDAC among hotels. Moreover, BDAC was also revealed to significantly influence innovation capabilities, positively impacting all three sorts of sustainability performance. Innovation capability also mediated the relationship between BDAC and all sustainability factors.

The findings will assist policymakers and practitioners in developing effective initiatives to enhance the adoption and implementation of data science and technologies, substantially contributing to the “National IR 4.0 Policy” and “Malaysia Digital Economy Blueprint” and achieving sustainable development goals (SDGs).

The originality of this study is established by investigating the interplay between BDAC, innovation capability and sustainability performance, particularly in the context of the hotel industry, whereas the existing studies focus on exploring the advantages of BDA.

Personalization is a key element of restaurant innovation. Few studies in the business literature have examined its influence on table-service consumer behavior, including the factors that strengthen or weaken domain relations. The purpose of this paper is to investigate the effects of personalization on brand identification and repurchase intention by providing a contingent view of several crucial factors.

Online surveys were distributed to restaurant customers who received personalized menus, services and promotions. The authors collected data using purposive sampling and tested this study’s hypotheses using regression analysis.

The results indicate that personalization influences brand identification and loyalty behaviors. Not all aspects of employee friendliness, notably conversational skills, strengthen the links between personalization and consumer behavior. In fact, informal frontline employee attitudes negatively moderated customer brand identification. The results, however, suggest that humorous and approachable behaviors of frontline employees are essential in enhancing the effects of personalization on brand identification and revisiting intentions.

Drawing on self-categorization theory, this study introduces personalization as a key factor in improving brand identification and repeat purchase intentions in full-service restaurant settings. This study incorporated social exchange theory and motivational theory to construct a contingency view of frontline employee friendliness and customer motivation to better understand how customers’ dining experiences impact their post-consumption behaviors. By investigating the potential interactions between the three theoretical perspectives, this study demonstrates the relevance of personalization, cultural sensitivity and intrinsic motivation as vital components for Asian restaurants.