Kaushik Samaddar and Sanjana Mondal
Drawing on the UTAUT-2 model, the study attempts to accentuate the role of augmented reality (AR) and virtual reality (VR) based tourism products and services in enhancing…
Abstract
Purpose
Drawing on the UTAUT-2 model, the study attempts to accentuate the role of augmented reality (AR) and virtual reality (VR) based tourism products and services in enhancing responsible travel behaviour (RTB). This paper aims to examine the emergence of AR- and VR-based tourism in emerging economies, outlines the issues and contributing factors and discusses possible mitigation measures.
Design/methodology/approach
Following the triangulation method of research, a dual study involving both focus group discussions and questionnaire-based surveys were undertaken. The grounded theory approach was adopted to develop a structural framework followed by an empirical validation process.
Findings
Critical dimensions such as performance anticipation, effort anticipation, referent power, facilitating factors, perceived value and perceived risk were found as antecedents of behavioural intentions (BIs) towards adopting AR- and VR-based tourism products. Moreover, cultural involvement and marketing stimuli emerged as moderating factors driving the BI towards RTB.
Practical implications
This paper outlines key elements that contribute to the adoption of AR- and VR-based tourism products and services in emerging economies, which would enable marketers and practitioners to strategize their tourism offerings.
Originality/value
The study takes a dual perspective of both tourists and tour operators and presents a critical overview of the AR- and VR-based tourism industry, taking an emerging economies’ perspective. The study further attempted both the triangulation method and grounded study approach for establishing a hypothetical framework, which is a unique attempt in itself.
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Kaushik Samaddar, Sanjana Mondal and Aradhana Gandhi
The continuous evolution of e-commerce with young consumers’ growing interest in online shopping has transformed the retail landscape across the world. With the surge in online…
Abstract
Purpose
The continuous evolution of e-commerce with young consumers’ growing interest in online shopping has transformed the retail landscape across the world. With the surge in online sales, counterfeits of luxury goods have also found themselves from brick-and-mortar shelves to online e-commerce sites. Against this backdrop, this study aims to understand and analyse young consumers’ online counterfeit purchase behaviour (OCPB). Additionally, it also aims at identifying the determinants that influence their purchase decisions.
Design/methodology/approach
Following an extensive review of the literature, the present study pursued a quantitative approach in exploring critical demographic, psychographic, behavioural and situational factors influencing OCPB. The study was conducted in India through an online survey using a structured questionnaire.
Findings
The findings indicate that young consumers’ OCPB is significantly related to influencing factors like brand consciousness, fashion involvement, face consciousness, impulsive buying tendency, acquisition centrality and utilitarian shopping values. Furthermore, moderating effects of perceived anonymity (PA) and moral disengagement (MD) on OCPB were also observed and validated.
Research limitations/implications
The study examined the critical factors and their linkages while building upon a structural framework on OCPB, keeping India as a representative sample. The proposed framework will bring more clarity and further insights that will help scholars expand the research domain with more cross-cultural studies and aid brand e-marketers to strategize their action towards developing strong brand aesthetic values.
Originality/value
The study contributes towards the literature by introducing PA and MD vis-à-vis building a framework for studying young consumers’ OCPB.
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Kaushik Samaddar and Sanjana Mondal
Amidst the rising awareness of sustainable consumption, this study aims to delve into the dimensions shaping individuals' preferences for traditional gastronomic delicacies taking…
Abstract
Purpose
Amidst the rising awareness of sustainable consumption, this study aims to delve into the dimensions shaping individuals' preferences for traditional gastronomic delicacies taking an emerging economy’s perspective, India.
Design/methodology/approach
A qualitative research methodology in the form of a Grounded Theory Approach is used to develop theories. Important dimensions that drive attitude and intention towards experiencing traditional gastronomic delicacies are explored. Based on literary inputs and qualitative study, a research framework is developed and empirically validated thereon with SEM analysis using SPSS-AMOS.
Findings
Drawing on the Theory of Consumption Values and Stakeholder Theory, key influencers (consumption values) of traditional gastronomic delicacies were identified as Travel Motivation (Functional Values), Tourist Expectations (Emotional Values), Socio-economic Perspectives (Socio-economic Values), Mindful Consumption Practice (Epistemic Values), Community Awareness (Epistemic Values) and Sustainable Marketing Stimuli (Conditional Values).
Practical implications
This research has a multifaceted impact. At the macro-level, it supports stakeholders in Gastronomic Tourism (GT) – marketers, regional tourism bodies, policymakers and tour operators with distinct consumer values – in crafting regional culinary tourism, influencing economic policies and advocating for cultural conservation. At the micro-level, it aids scholars in initiating future research to elevate dining experiences, promote consumer education and tackle health and nutritional aspects within the evolving gastronomic industry.
Originality/value
This study makes a novel attempt to explore important drivers, categorizing the drivers into distinct consumer values that influence tourists and food connoisseurs towards traditional gastronomic delicacies by blending an innovative qualitative research methodology like grounded theory approach supported by the empirical validation process (quantitative). Additionally, it proposes a theoretical framework for future advancement of gastronomic literature.
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Kaushik Samaddar and Sanjana Mondal
Food not only satisfies the need and nourishes positive experiences but also enhances involvement with the cultural, social and environmental attributes of a destination. As urban…
Abstract
Purpose
Food not only satisfies the need and nourishes positive experiences but also enhances involvement with the cultural, social and environmental attributes of a destination. As urban tourism is embracing sustainable consumption practices (SCP), this study aims to explore tourist’s responsible behaviour by embracing traditional gastronomic delicacies. More specifically, it pinpoints the driving forces behind why people choose traditional gastronomic delights.
Design/methodology/approach
The study adopted the triangulation method involving the grounded theory approach (GTA) attained through a series of focus group discussions followed by the survey method taking an emerging economy’s perspective (India and Bangladesh). This study accords equal importance to both the demand and supply perspectives of gastronomic tourism and its stakeholders.
Findings
Critical dimensions such as travel motivation, tourist expectations, socio-economic perspectives, mindful consumption, sustainable marketing efforts and community awareness were identified as major influencers towards traditional gastronomic delicacies.
Practical implications
The present study bears significance to the urban developers, policymakers, marketers, regional tourism bodies and tour operators in promoting urban gastronomic cultures through marketing traditional delicacies for sustainable development of the evolving gastronomic industry in India and Bangladesh.
Originality/value
This study makes a novel attempt in exploring critical dimensions in an evolving gastronomic industry by blending an innovative qualitative research methodology like GTA supported by the empirical validation process (quantitative). It proposes a theoretical framework for further advancement of gastronomic and urban tourism towards a SCP.
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Kaushik Samaddar and Aradhana Gandhi
The study explores and builds theories in Customer Perceived Values (CPVs) that drive counterfeit buying intention, using a Grounded Theory Approach (GTA) in an emerging market…
Abstract
Purpose
The study explores and builds theories in Customer Perceived Values (CPVs) that drive counterfeit buying intention, using a Grounded Theory Approach (GTA) in an emerging market, India.
Design/methodology/approach
Counterfeit studies have either resorted to a survey approach or modelling approach in investigating various aspects and dimensions. This study, among a few, attempted a GTA in building theory on CPVs. Based on the observations and recorded responses that emerged through several Focus Group Discussions (FGDs); conducted in two metropolitan cities (India), newer insights into this illicit phenomenon of “Counterfeiting” were derived.
Findings
Adding to the counterfeit literature, the study presents a comprehensive view of the CPVs. Findings reveal economic, socio-normative, pleasure-based, euphemistic, acquisition-centrality, self-regulating, situational and sustainable consumption values that influence counterfeit attitudes and in turn impact counterfeit buying intentions. Although Economic Values (ECV) have been the primary motivation for counterfeit purchase, complex and newer values that emerged through this research study bears significance.
Practical implications
As a single point of reference, this study will provide impetus to scholars and academicians in expanding the counterfeit research domain. While aiding policymakers and marketers in further understanding this illicit practice, it will also guide brand managers in strategizing their offerings and reaching out to the masses with strong brand aesthetic values.
Originality/value
Based on a systematic literature review using the 4 Ws framework, this study is one of the few attempts that has adopted a GTA to explore and develop theories on CPVs in counterfeit research.
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Sanjana Mondal and Kaushik Samaddar
Taking a retrospective view, the present study aims to investigate the resilience of shared facilities (accommodation) across India in the post-pandemic period. More specifically…
Abstract
Purpose
Taking a retrospective view, the present study aims to investigate the resilience of shared facilities (accommodation) across India in the post-pandemic period. More specifically, it explores the issues and challenges in implementing sustainable practices in the long run taking a dual perspective of both consumers and service providers.
Design/methodology/approach
A mixed-method study was pursued in exploring the future resilience of the shared facilities in the post-pandemic period. A multi-method triangulation approach was adopted involving both data collection and data analysis. Primary data was collected through focus group sessions and analysed through a grounded theory study. Whereas, secondary data was extracted from Twitter and processed through textual data mining using the NVivo (12 Pro) software. Critical themes and sentiments were explored through the dual study and a corroboration process was followed thereon to support the findings.
Findings
The dual study extracted major themes pertaining to the present pandemic scenario wherein recovery strategies are at the top priority for all tourism service providers. Among the major themes tourists 2019 passiveness towards the environment existing misconceptions with shared facilities and situational perspective emerged as critical issues worrying service providers in the post-pandemic period. Furthermore the sentiment analysis indicated a positive start to the recovery measures wherein both tourist and tour operators are confident to embrace and restore the shared facilities/business respectively with additional care and responsibilities.
Originality/value
The novelty of the study lies in the identification of critical themes and sentiments concerning the future resilience of the shared economy businesses post-pandemic period in Indian tourism which can have a generalized effect across the world. Moreover, the study corroborated the findings of the dual study where similarities among the themes were observed.
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Sanjana Mondal and Kaushik Samaddar
In quest of exploring the issues, challenges and opportunities prevailing in the tea tourism industry, this study aims to present a comprehensive morphological analysis (MA). More…
Abstract
Purpose
In quest of exploring the issues, challenges and opportunities prevailing in the tea tourism industry, this study aims to present a comprehensive morphological analysis (MA). More specifically, it identifies critical dimensions that bear significance for the sustainable growth of tea tourism.
Design/methodology/approach
The present study adopted a triangulation method of research involving an ethnographic study (ES) followed by a series of focus group sessions carried out from the prominent tea-producing districts in India. This study accords equal importance to both the demand and supply perspectives of tea tourism and its stakeholders.
Findings
Critical dimensions such as improper planning and marketing efforts, limited collaboration among stakeholders, the involvement of local people, socio-economic inequality and consumer’s attitude towards tea tourism were identified as major issues and challenges.
Research limitations/implications
The present research limits its scope to the geographical boundary within India keeping cross-boundary research for future study. This study will aid future researchers and scholars in expanding the domain of tea tourism.
Practical implications
The present study bears significance to the policymakers, governing bodies, marketers, tour operators in embracing a socio-economic perspective while undertaking a suitable strategy towards marketing of tea tourism and ensuring its sustainable development.
Originality/value
This study makes a novel attempt in blending the ES, focus group sessions and MA, together in a single research initiative, making it a single point reference in tea tourism literature.
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Sanjana Mondal and Kaushik Samaddar
The paper aims to explore the various dimensions of human factor relevant for integrating data-driven supply chain quality management practices (DDSCQMPs) with organizational…
Abstract
Purpose
The paper aims to explore the various dimensions of human factor relevant for integrating data-driven supply chain quality management practices (DDSCQMPs) with organizational performance. Keeping the transition phase from “Industry 4.0” to “Industry 5.0” in mind, the paper reinforces the role of the human factor and critically discusses the issues and challenges in the present organizational setup.
Design/methodology/approach
Following the grounded theory approach, the study arranged in-depth interviews and focus group sessions with industry experts from various service-oriented firms in India. Dimensions of human factor identified from there were grouped together through a morphological analysis (MA), and interlinkages between them were explored through a cross-consistency matrix.
Findings
This research work identified 20 critical dimensions of human factor and have grouped them under five important categories, namely, cohesive force, motivating force, regulating force, supporting force and functional force that drive quality performance in the supply chain domain.
Originality/value
In line with the requirements of the present “Industry 4.0” and the forthcoming “Industry 5.0”, where the need to collaborate human factor with smart system gets priority, the paper made a novel attempt in presenting the critical human factors and categorizing them under important driving forces. The research also contributed in linking DDSCQMPs with organizational performance. The proposed framework can guide the future researchers in expanding the theoretical constructs through initiating further cross-cultural studies across industries.
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Sanjana Mondal and Kaushik Samaddar
The paper aims to analyse the issues and challenges in implementing and adopting the sharing economy concept in tourism. More specifically, the paper intends to identify critical…
Abstract
Purpose
The paper aims to analyse the issues and challenges in implementing and adopting the sharing economy concept in tourism. More specifically, the paper intends to identify critical factors for seeking possible pathways for achieving sustainable development of the Indian tourism industry.
Design/methodology/approach
This research work has adopted the triangulation approach involving a twofold study concerning the perspectives of both service providers and customers. To cull deeper insight, an inductive content analysis was carried out to identify the critical factors influencing sharing economy in tourism and establish them as key research areas for further study.
Findings
The study identified seven critical influencing factors, namely, affordability, consciousness, cultural involvement, status quo biasness, socio-environmental responsiveness, regulatory supervision and technological drivers concerning sharing economy in tourism.
Research limitations/implications
This study will expand the existing literature by exploring the critical factors relevant to the practice of sharing economy in the tourism industry. It will aid both marketers and policymakers to bridge the gap between what sharing economy concept demands, what consumers perceive and how service providers practise in reality. The present study limits its scope to qualitative analysis and geographical boundary within India. Further research with empirical study may be extended in future, with the research agendas presented in this paper.
Originality/value
The novelty of the study lies in the identification of both intrinsic and extrinsic factors affecting the implementation of sharing economy in tourism. To delve deeper into the ground reality, this qualitative study corroborates the perspectives of both the demand and supply side, which is a unique effort by itself.