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This concluding paper summarizes the articles presented in this issue and the significant themes that emerged from the authors' contributions. The main objective of this theme issue on rural tourism is to examine different facets of rural tourism that are critical to short-term recovery as well as long-term sustainable development.

This article draws on the findings of the papers and revisits the question: how could rural tourism provide better support for well-being and socioeconomic development?

The papers in this issue can be classified into one of three clusters: (1) cultural traditions; (2) support for rural tourism service providers and (3) embracing new technologies. In addition to classifying these papers, the authors propose a conceptual framework to achieve sustainable rural tourism and development comprising four critical success factors for sustainable rural tourism and development.

The main objective of this theme issue is to examine different facets of rural tourism that are critical to short-term recovery as well as long-term sustainable development. Here the authors summarize the findings and propose a conceptual model for the benefit of managers. The authors think that the model could be helpful in designing a strategy for developing sustainable rural tourism projects. It includes reference to (1) stakeholder engagement and support for capacity-building, (2) gradual and organic growth processes, (3) valorization of sociocultural traditions and preservation of cultural heritage and (4) leveraging digital technology in marketing strategy.

In this viewpoint, the theme editors provide an overview of the theme issue that aims to address the role of rural tourism in supporting the wellbeing and socio-economic development of local stakeholders.

The paper covers different facets of rural tourism in promoting the socio-economic development of rural communities. Specifically, the articles in this issue capture the nuances of how local stakeholders in rural tourism in different geographical regions use various strategies to promote the well-being and socio-economic development of local communities.

The papers in this theme issue demonstrate the potential role of rural tourism in promoting the socio-economic development of rural communities. These papers make an important contribution to the theory and practice of rural tourism by providing in-depth insight into the recovery and growth strategies adopted by stakeholders in diverse rural tourism destinations, especially in the wake of turbulent times such as the recent coronavirus disease 2019 (COVID-19) pandemic. These papers suggest frameworks for further research and provide case studies of innovation and adaptation.

This theme issue analyses stories of innovation, adaptation, and growth of rural tourism in various destinations that presented the industry with unique challenges in the wake of the COVID-19 pandemic. The discussion provides some lessons and charts direction for the industry. The significance is greater when stakeholders of rural tourism and policymakers view rural tourism as an engine for the recovery and growth of the rural and national economy.

This paper aims to explore the factors influencing the purchasing patterns of eco-friendly cosmetics and beauty care products among female customers in Mauritius. It also investigates upon the relative significance of these factors in predicting the preference to buy and recommend eco-friendly cosmetics and beauty care products to others.

The paper applies the data reduction technique by using exploratory factor analysis on a sample of 150 female consumers and condenses a set of 35 attributes into a list of eight comprehensible factors influencing the purchasing patterns of eco-friendly and beauty care products among females in Mauritius. Multiple regression analysis was also conducted to investigate upon the importance of the eight dimensions in influencing the behavioural intentions of females to purchase eco-friendly products and their likeliness to engage in referral for eco-friendly products.

The factor analysis identified that the purchasing patterns for eco-friendly cosmetics and beauty care products is influenced by a combination of eight factors namely: “women lifestyles, self-image health and economic considerations”, “ethical consumerism among females”, “pharmacological essence of green cosmetics and beauty care products”, “visual appeal and physical cues in cosmetic stores”, “price-conscious decisions and effective promotion”, “belief on ethical claims in green messages”, “brand image and usage experience” and “sales representatives and social influences”. The results of the regression analysis have also suggested that the behavioural intention and referral of female customers is primarily derived from one predictor factor related to “women lifestyles, self-image, health and economic conditions”.

In terms of marketing strategies, cosmetic and beauty care organisations should promote greater ethical concerns among female customers through effective green advertising messages. Greater emphasis should be placed on the pharmacological essence of green advertising. Cosmetic executives should also focus on health-related benefits while marketing cosmetics and beauty care products.

The paper aims to fill up the significant gap in the literature on purchasing patterns for eco-friendly cosmetics and beauty care products among female customers. This study remains one of few research work designed to address different factors influencing the purchasing patterns for green cosmetics and beauty care products in the context of developing countries such as Mauritius. Yet, it would serve as a roadmap for cosmetics and beauty care companies to understand the factors impacting on purchasing patterns of eco-friendly cosmetics and beauty care products in similar contexts.

The paper aims to explore the contributing factors impacting on shopping experiences of customers in Mauritius. It also seeks to investigate the relative significance of these factors in predicting the willingness of customers to visit shopping malls of Mauritius.

The paper applies the data reduction technique using exploratory factor analysis on a sample of 600 respondents drawn from 23 shopping malls and shopping centres across Mauritius and condenses a set of 33 mall attributes into a list of six comprehensible dimensions about shopping experience. The multiple regression analysis was also conducted to investigate the importance of the six shopping experience dimensions in influencing the behavioural intentions of customers to visit shopping malls of Mauritius in future.

The factor analysis identified that customers visualise shopping experience as a combination of six factors: “provision of childcare facilities”, “health and wellness events”, “entertaining events”, “sports and games facilities”, “value‐added restaurant facilities” and “shopping events”. The results of the regression analysis have also suggested that the willingness of customers to visit the shopping malls is primarily derived from one significant factor related to “entertainment facilities and events”.

Shopping mall managers should cater for more entertainment facilities and events. Mall developers should also focus on improving restaurant facilities by maximizing regular renovation of food courts, integrating international coffee shops and fast food outlets in various shopping malls of Mauritius.

The study is still a pioneer work on the factors impacting on shopping experiences in the context of Mauritius which is still a developing nation. Yet, it would serve as a roadmap for mall managers and designers to enhance shopping experience in similar contexts.

The purpose of this paper is to analyse the impact of green marketing strategies on consumer purchasing patterns in Mauritius. The present research also explores the possibility of introducing greener patterns of consumption into contemporary lifestyles in the current context where green products are increasingly available.

This paper reviews the theory of green marketing to identify how customers are persuaded to purchase greener products. It also reports the empirical results of a consumer survey on green marketing strategies by the questionnaire method. The survey questionnaires were administered to 150 respondents visiting various hypermarkets and supermarkets. The questionnaires were processed and analysed with the statistical programme SPSS, using descriptive, correlation and factor analysis.

The findings provide some interesting clues regarding customers’ perceptions on environmental concerns and green products. Further findings suggest that most consumers have expressed a great interest in the protection of the environment and they are strongly concerned about the environment and its degradation. Hence, business executives should host workshops and seminars so as to educate customers on environmental protection and environmental‐friendly products. Results also indicated an overall positive correlation between effective green marketing strategies and customers’ purchasing patterns for green products. Therefore, there is a powerful urge for companies to promote green branding, eco‐labelling and green packaging strategies in order to encourage a greener pattern of consumption among consumers in Mauritius.

The paper suggests a stepping approach to consumer purchasing patterns for greener products could be exploited more within consumer groups that have strong environmental concerns and beliefs in Mauritius. The results also offer precious knowledge on the effectiveness of green marketing strategies which can assist both private and public enterprises in developing and designing appealing green products that will be favoured by customers.

Although green marketing has been an important research topic for several decades, hardly any research has been focused on the impact of green marketing strategies on consumer purchasing patterns in the context of developing countries. This paper has analysed the strength of environmental concerns and beliefs and has provided some insights on green marketing strategies and the various managerial implications have been fully addressed in order to favour the consumption of greener products in Mauritius.

Given the strategic importance of service quality in hotels of Mauritius, this paper investigates the perceptions of international tourists in hotels of Mauritius by employing a modified SERVQUAL approach Using a principal component factor analysis with a Varimax rotation technique, this study identifies nine hotel factors out of 39 hotel attributes and determines the levels of satisfaction among international tourists and their overall evaluation of service quality prevailing in the hotels. The results from the regression analysis suggest that the overall level of service quality is primarily derived from the “Reliability” factor. This study is strategically and managerially important to the hotel industry in Mauritius. From the results of the study, hotel managers can focus their efforts to provide quality service and facilities that international tourists perceive as being important in determining their overall service quality of the hotels.

The purpose of this paper is to investigate the factors influencing the adoption of internet banking services in Mauritius. Drawing from the technology acceptance model, theory of reasoned action, theory of planned behaviour and the extensive literature on demographic profiling of internet banking users, trust and security aspects associated with adoption rate of internet banking, this paper combines various predetermined constructs in one model. The different constructs such as perceived ease of use, perceived usefulness, subjective norms, attitudes, behavioural intentions, security and trust aspects, the level of awareness on internet banking services and demographic variables such as age, income, gender and education into one integrated framework. Hence, the paper will deepen understanding of the specific factors underpinning the adoption of internet banking in Mauritius.

This paper reports upon the empirical findings of the customer survey on the various factors impacting on the adoption of internet banking by the questionnaire method. The Internet Banking Services Acceptance Model (IBSAM) is further validated through a survey instrument administered to 384 respondents visiting various banking institutions across the nine districts throughout Mauritius to ensure proper geographical coverage. The questionnaires were further processed and analysed with the statistical programme SPSS, by using descriptive and inferential analysis.

Data analysis showed that perceived ease of use and perceived usefulness have a direct influence on the adoption of internet banking in Mauritius. Results have also indicated that both trust and security aspects are deemed crucial factors to explaining internet banking adoption in Mauritius. Further examination of the inferential analysis highlighted that level of education and income level of respondents may be a major determinant in influencing the adoption of internet banking.

This research provides banking institutions with significant information on the various aspects that need to be highlighted in their banking communications strategies to increase the adoption rate of internet banking services. Banking institutions need to stress upon the benefits of internet banking services, ease to use, trust and security aspects. The ndings of the research provide valuable insights for the banking industry and also urge upon a reshaping of their e-marketing strategy in relation to internet banking services in Mauritius. The research findings revealed that secured web contents and design are key tools to increase the adoption rate of internet banking. Practical recommendations to increase web usefulness and trust, and guidelines to reduce perceived risk are also provided in the present research paper.

The purpose of the study is to fill up significant gaps in the literature on internet banking landscape in the context of developing countries like Mauritius. The findings are expected to be of significant use to the commercial banks and other financial institutions offering or planning to offer internet banking solutions in the near future. An understanding of the factors influencing the adoption of internet banking services is essential for marketing practitioners so as to capitalize upon the underlying benefits of internet banking and hence, offer banking customers an online experience coupled with a greater level of personalization and customization.

Hotels in Mauritius have faced difficult times during the 1990s because of changing customer demands and increasing competition from other tourist destinations like the Seychelles, the Pacific and Caribbean islands. The country’s hospitality and tourism sectors are trying to augment and offer more than the traditional “sea, sun and sand” concept which, until recently, has formed the core of the tourism product. Hotels have also not responded satisfactorily to the demands of customers owing to lack of management and staff training in service quality. The purpose of this study was to assess customers’ expectations and perceptions of service provided by hotels of Mauritius and to highlight how the service factors were related to customer satisfaction. The hotel managers’ perceptions of tourists’ expectations and the tourists’ actual expectations were also evaluated. Factor analysis with Varimax rotation was carried out and nine service quality dimensions were derived of 39 service attributes. The results also showed that customers’ perceptions of service quality in the hotel industry for Mauritius fell short of their expectations, with the “empathy” dimension having the largest gap.