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The purpose of this study is to conceptually integrate business to consumer (B2C) into business to business (B2B), with a holistic consumer-centric, technology-reinforced, long-term vision for tourism industries and companies to survive and succeed in the era of new technologies 4.0. The research suggests that the tourism-marketing-new technologies decision-making involves customers as the center of the design and decision process.

The research design includes a qualitative study with 94 in-depth interviews, a literature analysis and a conceptual proposition. The qualitative study follows the tourism consumer desire data analysis, from categorization to integration. The literature analysis applies a systematic literature review approach based on the 29 most up-to-date new-tech papers from peer-reviewed journals. The analysis compares qualitative research findings and literature analysis results and matches the new technology applications with consumer desire understanding. The conceptual framework of tourism marketing/advertising is proposed based on qualitative research and literature analysis.

The qualitative research deciphers that consumers, based on their imagination and memorization, desire therapy and sceneries and connect such desires to the empathetic and resonating advertising messages. The literature analysis synthesizes the new tech applications in tourism and matches the qualitative research findings with the deciphered desires in tourism. The conceptual model proposes that B2C should be integrated into B2B to provide value for both consumers and businesses and opens avenues of research on this topic.

This research has made the following theoretical contributions: it offers an in-depth understanding of consumer desire, often hidden or subconscious, in the field of tourism. Consumer desires regarding tourism are mostly subconscious and exist long before consumers are exposed to advertising messages. These desires reflect the search for therapy and sceneries and become “embodied” – they exist on multisensorial levels and become part of the body and life and will lead consumers into positive perceptions when marketing communications/advertisements resonate with them. In the latter case, they will subjectively judge advertising as “good,” regardless of the advertising design quality. The research also connects consumer research with a new technologies research review and proposes a conceptual framework to integrate business to consumer (B2C) with business to business (B2B). As such, the research makes theoretical contributions to the integration or the “boundary blurring” between B2C and B2B research and practical suggestions that involved industries and consumers may all benefit from such integration. Conceptually, there is a lack of discussions of the pitfalls of new technologies, a dearth of empirical verification of the applications of new technologies in the proposed fields and a shortage of discussions about ethical issues. Qualitative methods, offering an efficient tool for understanding consumer desires in the tourism industry, have their own limits, as discussed in previous research. The sample is limited to the state of New York population and may be influenced by geographic, demographic and psychological characteristics related to the region.

This research provides advertising practitioners, new technology innovators and tourism industries with a framework to face the combined challenges of understanding hidden consumer desires and applying adequate technologies that resonate with consumer desires to tackle relevant issues. The conceptual proposition of this research fills the gap between qualitative consumer research without concrete practical resolution and new technologies applications without in-depth consumer understanding. Through the conceptual framework, the author provides insights into how industries may benefit from consumer understanding. The business relationships among the industries of marketing, tourism and new technologies should be centered around consumers. Thus, B2C and B2B should be naturally integrated into business practices.

Social implications of this research include three major points: first, the understanding of consumer desire for therapeutic power in tourism, which invites more attention to tourism as part of social well-being design instead of a purely for-profit business. Second, a profound comprehension of what consumers need and desire, without which the applications of new technologies may cause severe societal problems. Third, a way to tailor to consumers’ individuality and desires for advertising/marketing that may be considered abusive, stressful and socially destructive if applied in a nonpersonal manner.

Conceptually, this research adds consumer desire, an originally B2C concept, to the B2B context regarding the new technology applications in tourism marketing/advertising. It contributes to the B2B literature by proposing a strong consumer-centric approach, especially the consumer desire understanding, that is not yet investigated in the B2B literature; and a combination of empirical study and literature analysis and the matching of the two for better practice of advertising/marketing, tourism and new technologies applications.

The purpose of this paper is to investigate the indirect relationship between board gender diversity and capital structure decisions and to examine whether the capital structure is affected by the type of approach used to promote women’s participation in the boardroom.

Based on a sample of French non-financial listed companies over the period 2006–2019, this paper uses structural equations modeling, difference-in-differences using propensity score matching and chow test to highlight these effects.

This paper finds that the relationship between the board gender diversity and the capital structure is mediated through the information transparency channel and firm risk taking channel. Furthermore, the results show that the effect of board gender diversity on capital structure decisions varies through the approach adopted (voluntary, enabling or coercive).

This paper contributes to the literature in several ways. First, the study is to the knowledge the first to examine whether and how board gender diversity affects capital structure decisions through two mediations channels, namely, the information transparency and the firm risk taking. Second, the study is one of the first to examine whether the capital structure is affected by the type of approach used to promote women’s participation in the boardroom: coercive, enabling or voluntary approach.

This work focused on the sulphonation modification research of highly crosslinking non-polarity macroporous adsorption resin (MAR) LX1180; the adsorption behaviour of LX1180 and its chloromethylation- and sulphonation-modified products (LX1180-Cl and LX1180-SO₃₋); and the influence of the structure parameters matching degree of MAR and flavonoids on the adsorption feature and adsorption kinetics.

LX1180-SO₃₋ was obtained by the processes of chloromethylation first and then sulphonation. LX1180-Cl and LX1180-SO₃₋ were prepared through the principle of substitution reaction from LX1180 and LX1180-Cl, respectively. First, Monochloromethyl ether (ME), pre-treated ZnCl₂, NaCl and iron powder were added into the swollen LX1180 to obtain the chloromethylated LX1180. Thereafter, NaCl, NaOH and SAA were added into the swollen LX1180-Cl to obtain the sulphonation modification LX1180. The conditions were investigated and optimised; the structures of LX1180-Cl and LX1180-SO₃₋ were characterised by Fourier transform infrared chromatography (FTIR) and a specific surface area instrument. Finally, the adsorption kinetics and adsorption isotherm were used to evaluate the adsorption capacity of LX1180-Cl and LX1180-SO₃₋ for flavonoids, and the adsorptions and desorptions of LX1180-SO₃₋ with different sulphonation degree on different flavonoids were investigated systemically.

Results showed that LX1180-Cl and LX1180-SO₃₋ had been prepared successfully, and that after the sulphonation, the adsorption capacity tended to increase with the increase of adsorption time, and the equilibrium adsorption capacity of LX1180-SO₃₋ was also higher than that of LX1180.

The research only investigated the adsorption and desorption properties for only one kind of functional group, and other functional groups should also be studied in future work.

This contribution can provide a further base for the research of separation and purification of natural products with the aim to improve food additive removal or isolation and purification of flavonoids used for healthcare applications.

The adsorptions and desorptions of LX1180-SO₃₋ with different sulphonation degree on different flavonoids were investigated. The relationship between sulphonation degree and the adsorption and desorption capacities of flavonoids were also explored, and the results showed that with the increase of sulphonation degree, the adsorption of LX1180-SO₃₋ to rutin and cyanidin was maximum, while the desorption ratio was minimum at the same sulphonation degree; this phenomenon could be ascribed to the variation in the polarity matching degree.

Consumer price sensitivity has become a major issue over the past few decades. This paper aims to investigate the importance that insurance customers give to premiums, insurers, intermediary recommendations and bundling strategies. The relationship between attributes and consumer price sensitivity is also studied.

To calculate the importance of attributes and part-worth utilities, a Conjoint Analysis with Full Profile was performed. To segment the market, a two-stage cluster analysis was performed. The traditional formula for estimating price elasticity of demand was also used.

Price sensitivity is affected by the level of purchase involvement, bundled discounts and brand loyalty. Also, brand loyalty has a strong influence on customer acceptance of bundled discounts. Price bundling increases a firm’s revenues and profits.

The size of the sample of the second stage of the research could be higher.

It would also be interesting to have the collaboration of an actuary to carry out more precise analysis of premium estimation of bundling strategies and to study the ideal number of products that would compose the bundling strategy. Moreover, it could be relevant to consider life insurance products as part of the bundling strategy. It would also be interesting to study whether there is any benefit in applying the bundle discount to the anchor product instead of applying it to the accessory product.

Insurers and intermediaries can benefit from price bundling strategies to increase sales and profit.

The study contributes to the service marketing literature and marketing of the insurance sector by providing empirical evidence of the impact of price bundling on insurance customer sensitivity, with the use of a methodological and experimental approach.