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The Covid-19 pandemic adversely affected the tourism industry. The highly contagious coronavirus-19 has brought the whole industry to its knees, initiating catastrophic effects in terms of loss of jobs and revenue. The purpose of this qualitative study is to identify the innovative coping strategies adopted by small tourism companies (STCs) to revive business and cope with the pandemic.

This study used qualitative exploration and asked open-ended questions to senior executives of STCs in India. Written responses were obtained from the respondents. Thematic analysis was performed to analyse the responses of the participants.

The findings highlight the innovative strategies adopted by STCs to cope with Covid-19-related business loss and present suggestions given by them to benefit the tourism industry.

This study offers insightful practical and theoretical implications for tourism companies, marketing practitioners and policymakers.

The study builds on social practice theory, and the findings (prominent themes) are uniquely mapped with the elements of social practice theory.

This paper aims to present a review of small and medium-sized enterprise (SME) literature on the adoption of technology for marketing with the objective the knowledge trajectory from SMEs to tourism SMEs (TSMEs) and presents a research agenda for the adoption of digital marketing among TSMEs.

The quantitative literature review method is adopted to analyze 50 articles published in high-ranking journals from 2011–2021. The selected papers were reviewed to quantitatively present the popular theoretical frameworks, constructs and research methods used for the adoption of digital marketing among SMEs and to present a future research agenda in the context of TSMEs.

The findings present a review of theoretical approaches, research design, methods, and models used by researchers, and identify new directions for future research in the context of the adoption of digital marketing among TSMEs. The paper presents a theoretical critique of the technology adoption theories and builds on diffusion of innovation theory, technology–organization–environment (TOE), and institutional theory to propose an expanded model to study digital marketing adoption among TSMEs.

The article presents a significant advancement in the theoretical understanding of the adoption of digital marketing by offering the application of the TOE framework with moderating role of mimetic and normative pressures. Thus, the study contributes to the scarce research on institutional theory in the context of services (tourism) and offers an alternative and holistic perception to study digital marketing. The research model serves as an organizing tool for future researchers and practitioners to probe and further augment knowledge development in tourism and TSMEs.

Negligible published work on TSMEs makes this study valuable and the proposed model gives strategic information in the given context.

This study examines the vital factors that influence digital marketing adoption among small travel agencies (brick-and-mortar) and the impact of digital marketing adoption on organizational performance modeled as a formative-formative HOC.

This empirical study builds on diffusion of innovation (DOI) theory and technology-organization-environment (TOE) framework to identify the factors of digital marketing adoption by small travel agencies. Data were collected from 226 small travel agents in India using purposive and snowball sampling. Partial least square-structural equation modelling (PLS-SEM) is used to analyze the reflectively and formatively measured constructs.

The findings reveal significant constructs of digital marketing adoption by small travel agencies. The study also establishes the positive impact of digital marketing adoption on organizational performance. Trust partially mediates the impact of technological factors (relative advantage, security concerns) and organizational factor (knowledge) on digital marketing adoption.

The study provides methodological contribution to the literature by applying confirmatory composite analysis (CCA) approach in PLS-SEM. The study contributes to the literature by integrating DOI theory and TOE framework. The study enriches the literature on trust as it recognizes the crucial role of trust as a mediating construct.

The study provides useful implications to marketing practitioners of small travel agencies. The study shows strong predictive capacity and can be generalized throughout diverse samples.

The study adds value to the literature as it explores the digital marketing adoption among the under researched small travel agencies by integrating DOI-TOE theory. The study uniquely proposes and validates organizational performance as a formative-formative higher-order construct.

The purpose of the study is to probe millennials on their perceptions towards consumer ethics and to generate new insights in the realm of consumer behaviour. Millennials constitute a big fraction of the total consumer base with immense buying power. Therefore, the exploration of the ethical perspective of millennials is of vital importance for organizations.

The study applies a grounded theory approach to explore the subjective experiences of consumers and draws insights from the data following an interpretivist epistemology.

The findings revealed five prominent themes that throw light on the consumer’s ethical orientations. The findings extend Hunt Vettel’s theoretical framework and ethical relativism.

This research is limited by the small sample of millennials studied.

The paper advances the Hunt Vittel theoretical framework of ethics and provides insights into the deontological and teleological evaluations of millennials while making ethical decisions. The study adds to the existing research on millennials materialism and ethical orientation. The organizations get an insight into the ethical perceptions of millennials. The findings reinforce the consumer’s perceived importance of adoption of green practices by the organizations. The organization’s investment in green practices precipitate a favourable image of the organization among the millennials.

Literature in ethics is replete with studies adopting positivist methodologies. This paper is unique as it shuns the methodological bias and adopts a grounded theory approach to study new age digitally savvy millennial consumers.

Responding to the radical changes in work practices and extensive virtual forms of interaction brought by COVID-19, this study aims to investigate the role played by authentic leadership and horizontal collectivism in helping the Indian startups sail through the pandemic.

Data was gathered through standardized questionnaires from 300 leaders and 300 employees from Indian startups during the second phase of lockdown. Statistical analysis using AMOS 23.0 checks for the direct effect of authentic leadership on work engagement and the moderating effect of horizontal collectivism on the relationship between the two. This study also compares the results between self-ascribed and perceived authentic leadership.

Statistical analysis using AMOS 23.0 was done to check for the direct effect of authentic leadership on work engagement and the moderating effect of horizontal collectivism on the relationship between authentic leadership and work engagement. This study also compared the results between self-ascribed and perceived authentic leadership.

To the best of the authors’ knowledge, this is the first study that explores the role of authentic leadership in unlocking work engagement among employees serving in Indian startups during the pandemic. The lesson learned from this is when employees perceived their leaders to be authentic, the work culture to be nonhierarchical and felt collective responsibility toward work, it unlocked their high potential and made them soulfully engaged in their work.

The purpose of this paper is to examine the incidence and determinants of educational mismatch in the Indian labour market. It also attempts to measure the wage effects of educational mismatch, and other individual and work-related characteristics.

Educational mismatch is modelled using multiple Mincerian equations. Wage effects are measured using the novel identification strategy of Lewbel (2012), which constructs internal instruments to obviate potential endogeneity problems.

The authors find that the returns to over-education are positive and significant, while the returns to under-education are negative and significant. However, over-educated would earn less than the workers who have the same educational level, but who are engaged in occupations for which they are adequately educated.

This study is one of the earliest attempts to identify the determinants of educational mismatch in the Indian labour market. Additionally, it measures the effect of educational mismatch on labour market earnings, as well as marginal wage effects of each surplus (or deficit) year of education. Methodological improvements ensure that the results are robust to the sample selection bias, as well as the endogeneity bias.

The purpose of the study was to find out the effect of authentic leadership on innovative work behavior among employees in the context of Indian startups that have gone global in the past one decade. The study also aimed to investigate the mediating effect of one organizational-level variable, i.e. organizational climate and one individual-level variable, i.e. readiness for change on the direct relationship between authentic leadership and innovative work behavior.

The study used survey method with a sample of 261 employees working in Indian startups that have gone global in the past one decade. Authentic leadership, organizational climate, readiness for change and innovative work behavior were measured using standardized questionnaires.

Structural equation modeling revealed that authentic leadership had significant direct effect on innovative work behavior and this effect was mediated by readiness for change. However, organizational climate had no significant effect.

The findings of the study have important implications for startups that employ millennials as employees and have plans to go global. Millennials have very different characteristics in the workplace and they regard authenticity in the leader very highly. Since they are assertive and they question everything, it becomes imperative for founder-leaders to exhibit authenticity in their actions, words and thoughts.

This is the first study in the context of Indian startups that have gone global by taking important variables of authentic leadership, readiness for change and innovative work behavior.

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Restaurants face stiff competition irrespective of the market in which they operate. Digital marketing is a powerful tool for these restaurants to gain a competitive advantage.

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

This study aims to investigate the engagement gap between Metaverse and in-person travel, the influence of Metaverse tourism on tourists and the industry and the challenges and responses associated with Metaverse technology. The study presents practical cases and highlights the implications of this research for practice, society and future research.

This study uses a literature review to explore concerns about Metaverse technology in tourism. It analyzes the difference between in-person travel and Metaverse tourism, the impact on tourists and the industry and challenges and responses to Metaverse. The review shows a rising trend in Metaverse tourism research.

These findings suggest differences between Metaverse tourism and in-person travel. By providing personalized travel options, social interaction, immersive experiences and soliciting visitor feedback, it is possible to enhance the tourist experience. Additionally, the study highlights the opportunities and challenges that Metaverse tourism presents to the tourism industry. The study provides practical cases in the tourism industry and implications for practice, society and future research.

The study’s implications for Metaverse tourism are practical, societal and future research-related. Metaverse technology can enhance the tourist experience through personalized options, social interaction, immersive experiences and feedback. This inclusivity can promote social equity and cultural exchange. Further research is needed to explore the social effects of Metaverse tourism and its long-term impacts on local communities, economies and the environment.

This study contributes by exploring the impact of Metaverse tourism, supporting academic research and practice. It fills a knowledge gap by analyzing the application of Metaverse technology in tourism, providing insights for researchers and practitioners. It offers practical guidance by identifying opportunities and challenges in Metaverse tourism, fostering industry innovation. Additionally, it informs policymakers about the impact of Metaverse tourism on development.

The research examines how the principle of Dharma can be included in the Indian National Education Policy (NEP) 2020. The study seeks to know how Dharma as an educational framework can be infused with contemporary education to promote moral and ethical development as well as intellectual growth among students in India.

This research uses qualitative analysis of NEP 2020 documents and literature related to Indian Knowledge Systems (IKS) and the concept of Dharma. It analyses the philosophical bases behind NEP including traditional texts like Vedas, Upanishads, among others. Moreover, this study also evaluates how current Dharma teachings are implemented into curriculum by assessing its present status of incorporation as a part of Indian Knowledge System.

This research has found that national educational reforms have considered many traditional Indian beliefs and values, but they have not done enough when it comes to incorporating Indian Knowledge System and the concept of Dharma into practice through the curriculum. The paper advocates for a system that is grounded on morals, thus blending the current learning standards with cultural heritage. These findings call for continuous endeavouring in order to embed ethical and moral dimensions of Dharma across all levels within India’s education systems.

The integration of Dharma and IKS in education can enhance the development of well-rounded individuals who are not only intellectually competent but also ethically and morally grounded. This strong foundation of Dharma will also act as a personal and professional guide. Educators and policymakers can use these insights to design curricula that promote holistic growth, aligning with both global educational standards and cultural values.

This paper examines the philosophical and ethical foundation of NEP 2020 instead of only considering its pedagogical and skill-enhancement characteristics, thereby giving a fresh viewpoint. It contributes to the discussion on educational reforms in India by highlighting how present educational needs should be linked with traditional values. The research shows that the concept of dharma can help learners develop holistically so that they can meet present-day problems without losing touch with timeless morals.