Purpose: This study aims to measure the effect of augmented reality (AR) on immersive experiences, place satisfaction, user engagement and perceived authenticity.Design/methodology/approach: The population of the research consists of museum visitors visiting the Sakip Sabanci Museum in Turkey, which provides an interactive experience to the audience using AR technology via iPads. The data were collected both online and offline. The research was carried out with 397 questionnaire forms. The hypotheses were tested through smart partial least squares (PLS) 3.Findings: Immersive experience positively affects place satisfaction, user engagement and perceived authenticity. It was also concluded that user engagement and perceived authenticity mediated the relationship between immersive experience and place satisfaction.Research limitations/implications: The entire universe could not be reached, as the study had limitations in terms of time, cost, accessibility and control difficulties. Therefore, the study was carried out with 397 visitors who visited the Sakip Sabanci Museum (SSM) in Turkey and used AR technology.Practical implications: The study emphasized the importance of AR in cultural tourism. The interactions of museum visitors with AR can be greatly enhanced by immersive experiences. Expanding AR to provide different experiences can increase the number of visitors.Originality/value: Although there are recent studies on AR, it seems insufficient to investigate and empirically examine this subject in the context of museums. No studies conducted in Turkey have investigated the current topic of this study. Conducting this research in Turkey with the proposed research model will make the topic easier to understand, proving the study's originality.

Lately, with the information technology improvements and broad band internet service spreading, speed of access to shopping sites get high. Because of these changes, companies unavoidably entered to digital environment. Thus, while communication rules change, field and definition of marketing changes too. With the development of IT technologies, traditional marketing methods leave sits place to digital day by day. Companies which follow technology can easily communicate with customers interactively while providing products or services. Like in the traditional marketing, in digital marketing, building well communication with customers, determining their needs and requests are crucial. While companies using digital marketing make difference with dual communication, others who don’t get involved in this race, become distanced from competition gradually. The biggest advantage of digital marketing is reaching the target audience in right way with using social media and search engines. This study tries to explain digital marketing periods and advantages, experienced transition and difference between traditional and digital marketing.

Purpose: This study analyzes the desires and behavioral intentions of tourists within the scope of perception of COVID-19 and nonpharmaceutical intervention during the COVID-19 pandemic.Design/methodology/approach: The population of the research consists of people on a touristic trip in Turkey. Because of the pandemic, questionnaire data was collected online between 25 April and 15 May 2020. The research was carried out with 712 questionnaire forms. The data obtained were analyzed by structural equation modeling in the SM-PLS statistics program.Findings: Perception of COVID-19 significantly and positively affects NPI and negatively and significantly affects desire. Perception of COVID-19 and NPI do not have a significant positive/negative effect on behavioral intention. Finally, desire has a significantly positive effect on behavioral intention.Research limitations/implications: Since the research has limitations in terms of time, cost, accessibility and control difficulties, the entire population could not be reached. The study was carried out with only 712 tourists traveling in Turkey.Practical implications: The obtained results will impact, particularly the decisions taken in Turkey's tourism sector. Moreover, if tourism companies know the decisions of the consumers during the pandemic process, they can use the appropriate marketing techniques.Social implications: The result may give an idea about the decision-making process of the consumers on traveling during the pandemic. In this way, psychologically different research can be developed.Originality/value: There has not been any study made in Turkey that investigated the context of the current research model. Therefore, this research is original.

Introduction: This study investigates the determinants impacting consumer purchasing behavior.Methods: Utilizing multidimensional planned behavior theory alongside measures of brand awareness and green brand awareness, this study examines the mediating role of multidimensional planned behavior theory. Empirical data were gathered through a survey conducted among Generation Z university students, yielding 638 responses. Analysis was performed on 590 valid responses.Results: Findings indicate that green marketing initiatives and green brand awareness positively influence consumers’ purchase intentions. Subdimensions of the theory of planned behavior (TPB), namely, attitude, subjective norms, and perceived behavioral control, serve to strengthen these relationships and mediate the interaction process.Conclusion: This study contributes novel insights to the burgeoning field of green marketing literature, offering a structural model for firms and policymakers. It suggests that companies can effectively engage in informal consumer education through green marketing efforts, thereby influencing consumers’ purchasing decisions via planned behavior. Moreover, such activities foster an increase in consumers’ green brand awareness, providing companies with an opportunity to promote conscious consumer behavior. The study's utilization of the TPB is both timely and original, particularly in its alignment with the United Nations 2030 Sustainable Development Goals.

Bu çalışmanın amacı, yeşil otelleri ziyaret eden otel müşterilerinin yeşil davranışlara karşı tutumunun tekrar ziyaret niyeti üzerindeki etkisini ve yeşil imajın düzenleyicilik rolünün belirlenmesidir. Araştırmanın örneklemini yeşil otelleri ziyaret eden 390 otel müşterisi oluşturmuştur. Çalışmada veri toplama aracı olarak anket tekniği kullanılmıştır. Ankette yeşil davranışlara karşı tutum, tekrar ziyaret etme niyeti ve yeşil imaj değişkenlerini ölçmeye yönelik ifadelere ve demografik özelliklere ilişkin sorulara yer verilmiştir. Toplanan veriler SPSS ve AMOS programlarıyla analiz edilmiştir. Elde edilen bulgular göre yeşil davranışlara karşı tutumun tekrar ziyaret etme niyeti üzerinde olumlu yönde anlamlı bir etkisi vardır. Ayrıca yeşil davranışlara karşın tutumun ziyaret etme niyetine etkisinde yeşil imajın düzenleyici rolü olmadığı tespit edilmiştir.