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This study investigates the reciprocity mechanism in value co-creation and clarifies how service providers may effectively trigger customer participation behaviour and boost value co-creation to enhance customer citizenship behaviour, which brings extra benefits for service providers.

By combining equity theory, social exchange theory and co-creation theory, this research proposes a model for the reciprocity mechanism in value co-creation incorporating customer co-creation perception (CCCP) conducting hotel dialogue, access, risk assessment and transparency (DART) activities; customer participation behaviour (CPB – information seeking, information sharing, responsible behaviour and personal interaction); customer citizenship behaviour (CCB – feedback, advocacy, helping and tolerance) and value co-creation in hotels. It also applies script theory to explore how customers’ previous experiences with the hotel may impact the value reciprocity mechanism. The collected data from tourists are analysed using partial least squares structural equation modelling (PLS-SEM).

The results confirm that CCCP drives CPB, value co-creation and CCB. CPB also enhances value co-creation, consequently boosting CCB. Moreover, CPB and value co-creation are the reciprocity mechanisms that mediate CCCP to CCB. Findings also reveal that CPB has a greater impact on value co-creation for first-time customers. In contrast, CCCP has a higher effect on value co-creation for repeat customers.

The proposed model is a managerial tool that assists practitioners in effectively driving customer participation behaviour and improving value co-creation for first-time customers and repeat customers.

This study uncovers the significance of the hospitality service provider’s DART actions in forming customer perceptions and leading customer behaviour towards value co-creation.

This paper aims to better understand community of practice (CoP)’s dynamics with a focus on the hotel sector and perceived benefits to members and business performance.

This is a case study research focusing on a successful experience within a CoP found in the hotel sector. The study reports in detail how a CoP was created and how it evolved to a digital platform to give birth to a fully co-designed tourism product. It analyzes this CoP’s social dynamics, processes of communication and interaction, as well as digital evolution. To collect rich data, method triangulation was applied by mixing quantitative and qualitative analyses.

The community is highly participated and valued because it is perceived as a dynamic system contributing to rapid information exchange and diffusion, efficient context for knowledge transfer and individual responsiveness to daily professional activities and challenges. The reasons why members perceive Amigas do Trade as a distinctive community include shared values and attitudes; professional area and position; and group composition. The majority of members acknowledged that belonging to this CoP has helped in making an informed decision with impact on business practice. The sub-theme more intensely participated and discussed concentrated on human resources issues.

A case study brings useful insights into the understanding of CoP members’ behaviour; however, findings are not generalizable to other communities.

This study contributes in several ways to business practice and management. Hotel businesses pertain to a sector in which CoPs easily thrive. This seems to happen because businesses in the tourism and hospitality industry are highly dependent on networks, people, communication channels and technologies. Engagement with technological platforms is stimulated because of the unproblematic integration of these digital platforms into other technologies members already use in their daily work and life. Moreover, digital platforms are not expensive and potentially increase motivation levels within CoP, and consequently in companies. This example inspires the use of digital platforms to exchange knowledge in other CoPs in the hotel sector.

CoPs are contexts of good interaction within a group of people by nurturing a good value system (comprehending trust, cohesion and good communication climate). Thus, a non-hierarchical and non-biased approach to CoP by managers could be accomplished by fostering an organizational culture based on joint innovation, coopetition and open communication principles. Expectedly, in this respect, intensive use of digital technologies in the business arena will keep playing a key role.

To the best of the authors’ knowledge, this is the first study on CoP applied to the hotel sector. Additionally, it is also the first time a CoP composed only by women working in the hotel sector was analyzed. One other element of novelty links to the fact that a CoP with physical and virtual dimensions was studied, introducing the use of digital platforms to the analysis of CoP dynamics.

The use of high-impact practices is well documented in higher education literature. This brief describes the integrative practice of undergraduate peer-led leadership learning communities as a model of delivery within a large introductory leadership education course for first-year students. Utilizing open-ended questions embedded within end-of-semester teaching evaluation surveys, we analyzed students’ perceptions of the learning community experience and the peer leader’s role. Our findings illustrate how peer leaders play a critical role in fostering a vibrant leadership learning community, which contributes to students’ positive perceptions of their own leadership learning and development.

Authenticity has been studied from a variety of disciplinary perspectives, leading to a rich but confused literature. This study, a review, aims to compare the psychology and sociology/tourism definitions of authenticity to clarify the concept. From a psychological perspective, authenticity is a mental appraisal of an object or experience as valued leading to feelings and summative judgements (such as satisfaction or perceived value). In objective authenticity, a person values the object due to belief in an expert’s opinion, constructive authenticity relies on socially constructed values, while existential authenticity is based on one’s self-identity. The resultant achievement of a valued goal, such as seeing a valued object, leads to feelings of pleasure. Sociological definitions are similar but based on different theoretical antecedent causes of constructed and existential authenticity. The paper further discusses the use of theory in tourism and the project to develop tourism as a discipline. This project is considered unlikely to be successful and in turn, as argued, it is more useful to apply theory from other disciplines in a multidisciplinary manner. The results emphasise that it is necessary for tourism researchers to understand the origins and development of the concepts they use and their various definitions.

The purpose of this meta-analytic study is to investigate the possible influence of food shape abnormality on consumer’s willingness to buy fruits and vegetables. This research also investigates some possible moderators (methodological, cultural, socio-economic and contextual) that could influence the direct effects.

This study applied the meta-analysis approach to understand the effect of food shape abnormality on willingness to buy fruits and vegetables. In this research, 16 empirical articles were examined, with a total of 54 effect sizes.

The results showed consistent negative effects between food shape abnormality and consumers’ willingness to buy fruits and vegetables. This study also found significant effects related to culture (Hofstede’s cultural dimensions) and to socio-economic (Human Development Index) moderators. The findings demonstrated that cultures with higher power distance levels promoted stronger effects in the relationship between abnormally shaped food and willingness to buy. Additionally, related to social–economy aspects of a nation, the negative effects between abnormally shaped food and willingness to buy are stronger in countries with low human development rates.

Public policymakers can benefit from the main findings by implementing interventions strategies and education campaigns based on different cultural dimensions. In cultures characterized by high levels of aversion to uncertainty, social communication campaigns can build trust and provide the consumer more knowledge about abnormally shaped fruits and vegetables, whereas in cultures characterized by low levels of masculinity, related to higher levels of sustainability, local producers can benefit from the “local food” positioning to sell abnormally shaped fruits and vegetables.

This research advances studies about consumer behaviour in relation to food waste, highlighting factors beyond aesthetic issues, such as a nation’s culture and its economic context. These results open the way for new work in this area.

The purpose of this paper is to evaluate the chemical and functional composition of acerola, guava and cashew freeze-dried pomaces.

Fruit pomaces were obtained from the pulp juice industrial sector and submitted to freeze-drying. Samples were analysed for composition (macronutrients, micronutrients, moisture and ash), technological attributes (morphological, hygroscopicity, retention of oil and water and solubility), bioactive compounds (total phenolics, flavonoids, proanthocyanins, anthocyanins, carotenoids and ascorbic acid), antioxidant and antimicrobial properties. Total phenolics, brown pigments and antioxidant activity of thermally treated samples were evaluated. Results were presented as mean and standard deviation, and submitted to Shapiro–Wilk normality test, and ANOVA statistical significance follows by Tukey’s post hoc test (p<0.05). Also, Pearson correlation coefficients were used to test the relationship between selected parameters.

Guava pomace had the highest insoluble fibre (40.6 per cent), protein (13.8 per cent) and lipid (9.3 per cent) contents and acerola higher soluble fibre (14.2 per cent) and water and oil holding capacity (12 and 5.4 g/g, respectively). Cashew pomace had higher solubility (45.3 per cent) and hygroscopicity (11.2 per cent). Acerola pomace had the highest phenolic content (5,331.7 mg AGE/100 g), DPPH and oxygen radical absorbance capacity antioxidant activity (63.3 and 756.6 µmol TE/g). Despite of that none of extracts showed antibacterial activity. All pomaces presented good antioxidant activity retention after thermal treatments (> 70 per cent), which might be correlated to thermally induced brown pigments.

This investigation was motivated by the large amounts of pomaces produced by the fruit pulp and juice processing industries, which represents a waste of residual phytochemicals and cause potential environmental problems. Overall, it was demonstrated that freeze-dried acerola, guava and cashew pomaces are promising ingredients for multiple food applications.

Co-creation experiences are psychologically complex phenomena. This chapter discusses how cognitive psychology can add value to the co-creation of experiences. There are different meanings of co-creation and here the focus is on the customer's mental experience. This chapter analyses the theoretical underpinnings of co-creation and discusses key dimensions of the concept from a cognitive perspective, highlighting the importance of attention and active involvement. Furthermore, it discusses how technologies (augmented reality, robotics, intelligence systems) can prompt experience co-creation. Finally, this chapter examines the literature of co-creation and experiential learning overlap in knowledge building. Opportunities for future empirical research in this area are suggested.

Effective experience design requires not only a knowledge of tourist goals, but an understanding of how these can be met in a particular tourism site. Research on experiences and experience design is supported by cognitive psychology concepts such as perception, attention, appraisal, emotion, consciousness, feelings and memory. However, these concepts are often used in a combination with others from sociology, social or environmental psychology in a manner that leads to confusion rather than clarity, without apparent understanding of the theoretical mechanisms by which these concepts are related. This chapter develops a series of propositions for potential application to tourism experience design. Future research should examine the efficacy of these propositions from cognitive psychology for tourism experience design.