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This research paper aims to conceptually explain the dark side of the metaverse from customers’ perspective in the hospitality and tourism industry.

A comprehensive analysis of the existing academic and practice-based literature on the metaverse, including its related concepts such as social media and e-commerce, was undertaken to conceptualise the metaverse dark side.

This research posits a theoretical framework highlighting five pivotal dark sides of the metaverse that is physiological, psychological, legal, security and privacy and societal issues. Each identified concern is examined to unveil various potential consequences, providing a comprehensive understanding of the challenges posed by the metaverse for customers in tourism and hospitality.

To the best of the authors’ knowledge, this study stands out as the first of its kind to illuminate the adverse aspects of the metaverse from the viewpoint of tourism and hospitality customers. The arguments offered herein not only serve to raise awareness but also facilitate understanding of the darkverse among policymakers, government and metaverse business organisations. This awareness is crucial for the efficient and effective implementation of this novel innovative technology to enhance the customer experience in tourism and hospitality.

This paper reports the results of research that examines the interrelationships between efficacy of sustainability values (SV) and pro-sustainable behaviors of potential tourists. A partially mediated model is postulated and tested to help explain additional error variance in predicting consumers’ destination choice decisions in tourism, hence voiding a critical research gap. Coined as the “environmentally intellectualist behavior,” a new mediator variable is tested to explain additional error variance in human-value models.

The study is based on data collected from two representative samples of potential tourists from the USA and Canada. Data analyses include exploratory and confirmatory factor analyses that were used to examine the underlying domain structures of SV, followed by a predictive model using structural equation modeling.

The study findings suggest that values are salient factors that underlie pro-sustainable tourism and travel behavior. Moreover, the results confirm the existence of a higher-order sustainability construct. The study contributes original insights to the field by demonstrating that there are direct and indirect positive relationships between SV, environmental behaviors and decisions of consumers who take a pro-sustainable stance when traveling.

By modeling values as antecedents to attitudes and testing interrelationships between SV and the mediator variables coined as the environmentally intellectual behavior, the authors developed and tested a predictive model to explain destination- and product choice decisions. The model tested herein advances the value theory in two fundamental ways: first, this study demonstrates that SV can be modeled as higher-order factors. Second, values are antecedents to attitude and other variables, therefore must be included in consumer behavior models. Finally, the culture or origin of tourists matters when examining the impact of values on tourists’ choice decisions. Political actions and environmental attitudes can be modeled as mediators to explain additional error variance.

The purpose of this study is to suggest a reward-based crowdfunding approach and test customers’ financial contribution behaviour (FCB) as a fundraising strategy for hospitality enterprises.

To investigate this initiative, a conceptual model motivated by the theory of planned behaviour, integrating economic, emotional, social and altruistic values, perceived risk and electronic word of mouth has been considered. Partial least square structural equation modelling is applied to test the model. Data was collected from 263 respondents across three regions – Europe, Asia and Middle East and North Africa (MENA).

Findings revealed that attitude, self-efficacy and subjective norm of the customers positively influence their financial contribution intention. Further, Asian customers demonstrate significantly higher FCB in comparison to MENA.

This study will be helpful for the hospitality players to raise the funds during the crisis and survive to pay the reward back to the customers. This study will be helpful to the crowdfunding platforms to understand the factors which influence the contribution behaviour.

The results of this study can encourage hoteliers and other hospitality players looking to approach their funding needs through crowdfunding by providing them a guide to maximise their possibility and level of success.

Hospitality businesses demand new approaches and strategies to keep operating during COVID-19 and post-COVID-19 time. This research is original to provide insights into customer contribution intentions during COVID-19.

The purpose of this paper is to provide an overview of leadership styles in the hospitality industry. It also demonstrates theories used in hospitality leadership styles research, identifies the main outcomes and highlights gaps for future research.

This paper presents a comprehensive review of the 79 articles on leadership styles in the hospitality context spanning over 13 years (2008–2020) and extends the scope in distinctive means.

This review has demonstrated that leadership styles research in hospitality has made progress in the past 13 years; however, there are conceptual and empirical overlaps among different leadership styles in hospitality. There is a lack of research on antecedents and integrating theories in studies. This review has revealed that several leadership styles have not been rigorously examined in hospitality research with their outcomes.

The search strategy used to find articles published in Web of Science about leadership styles in hospitality was restricted to title to boost the accuracy of the subsequent literature.

By following the guidance presented in this review, the authors expect to advance and maintain hospitality leadership research to provide substantive insights into the context of hospitality leadership over the coming years.

To the best of the authors’ knowledge, this study is one of the first to undertake a comprehensive understanding of various leadership styles in the hospitality context. This study provides a comprehensive projected research agenda to demonstrate theoretical discourses and empirical research. Overall, this critical review presents a holistic idea of the focus of the prior studies and what should be highlighted in future studies.

The objective of this study was to examine the relationships among festival personality, satisfaction and loyalty. Also, the study further analyzed the moderation effect of involvement on the relationships between festival personality, satisfaction and loyalty.

The authors adopt a two-stage mixed-method approach. Through a list of brand personality traits from previous research and in-depth interviews with participants of a film festival, festival personality constructs were identified: exceptional, competent, reliable and cozy. The authors then analyzed an integrative model of festival personality, satisfaction, involvement and loyalty from the qualitative findings. A survey with a convenience sample of 279 film festival participants was conducted.

The findings suggest that festival personality influence satisfaction and loyalty. Furthermore, this study confirms the significant impact of involvement on the relationships between festival personality, satisfaction and loyalty.

This study enables authors to understand the festival personality from the perspective of the visitors and expands the theoretical understanding of how the personality of the festival affects the visitors. The findings of this study suggest that the festival personality can be predictors and determinants of participants' satisfaction and loyalty. Also, this is one of the first attempts to identify the effects of involvement on festival personality and its outcomes. Current research findings demonstrated involvement as a moderator variable in the relationships between festival personality and festival satisfaction and loyalty.

The main objective of this article is to visualize the structure and trends of pro-environmental behavior (PEB) between 1999 and 2023 through mapping and in-depth analysis. The aim is to analyze PEB, which has received considerable academic attention in recent years due to its key role in the conservation of the environment and the protection of local communities in tourist destinations. This paper provides an important summary of the recent research that has explored the role that tourists have in protecting the environment through PEB.

This study presents a visual analysis of 2005 scholarly articles between the years 1999 and 2023 related to PEB. Using the knowledge mapping based on VOSviewer it presents the current status of research, which includes the analysis of citation analysis, co-citation analysis, co-citation network and longitudinal analysis.

PEB is an emerging topic due to its relevance to protecting the environment in the context of travel. The citation and co-citation analysis show the relevance of the behavior of tourists with regard to protecting the environment. The co-word analysis highlights the current significance of research concerning green hotels and the destination image of environmentally responsible destinations.

This study sheds light on the current research progress of PEB in the context of tourism through a comprehensive analysis (citation, co-citation and co-word). In addition, we provide theories and factors that have been previously used to study PEB in the context of tourism. The findings contribute to a broad and diverse understanding of the concept of PEB, which can provide important insights for policymakers in formulating management strategies and policies aimed at reducing environmental impacts in destinations.

Scholars acknowledge the crucial role of values in influencing behavior and market choices. This paper examines the role of consumption values in influencing destination image and travel behavior by proposing a destination image formation model. Having as theoretical base the means-end chain theory and the theory of consumption values, the model suggests that destination image is a function of five consumption values and that these in turn influence travel behavior. The essay discusses some pertinent issues with respect to the measurement of such values. This involves conducting in-depth interviews based on the laddering technique, developing a structured questionnaire based on data from laddering, applying fuzzy logic to quantify the consumption values, and finally using k-means clustering to define segments of travelers holding similar images of the destination.

The paper emphasizes that combined use of a qualitative data collection method such as laddering with a structured questionnaire is an effective way of researching consumption values and their influence on image and travel behavior. The study also discusses a k-means clustering approach to define segments of travelers holding similar images of a destination and the degree of membership of travelers to each value. The paper concludes that segmenting travelers based on their consumption values enables destination marketers to better understand travelers' behavior. Value research has particular application for market analysis, segmentation, destination product planning, and promotional strategies. This paper contributes to the very limited number of studies that analyze the influence of consumption values on destination image and travel behavior. The theoretical frameworks and methodological approaches that the paper proposes are also new contributions to destination image studies. However, the paper does not empirically test the theoretical frameworks and methodological steps. To contribute further to this field of study, scholars should attempt to empirically test the approaches that the study discusses.

Volume 3 in the Advances in Culture, Tourism and Hospitality Research series provides useful answers to the following questions. In what ways should data collection about tourists' activities and hospitality experiences vary within a variety of non-Western contexts (e.g., in Dubai (UAE), Peshawar (Pakistan), and Macau (China)? How do interactions between a professional sports team and its major sponsor affect brand image and brand equity for the sponsoring brand? What does ethnographic research report on long-term overseas country visits by international students? In what ways does visual narrative art inform consumer behavior theory of tourism behavior? How do consumption values affect destination image formation? What insights follow from historical research on the use of hotel guest survey methods? How does unconscious needs influence traveler's interpretations and preferences of alternative tours and hotels?

This study aims to examine the current state of the research activities of scholars in the hospitality and tourism field by analyzing the first 20 years of the new millennium.

Longitudinal analyses using 14,229 journal articles as data source were realized by adopting BibExcel, Gephi and VOSviewer network analysis software packages.

This study provides a comprehensive overview of the hospitality and tourism research based on authorship and social network analysis, with patterns of prolific authors compared over four distinct periods.

The hospitality and tourism academic society is clearly illustrated by tracing academic publication activities across 20 years in the new millennium. In addition, this study provides a guide for scholars to search for multidisciplinary collaboration opportunities. Government agencies and non-governmental organisations can also benefit from this study by identifying appropriate review panel members when making decisions about hospitality- and tourism-related proposals.

To the best of authors’ knowledge, this study is the first to use bibliometric analysis in assessing research published in leading hospitality and tourism journals across the four breakout periods in the new millennium.