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In recent years, there has been growing research interest in the role of tourism for the preservation and revitalization of minority languages. However, scant attention has been given to the diaspora language, a different type of minority language spoken by people dispersed from their place of origin. The present study aims to address this gap by exploring through 17 semistructured interviews, the perspectives of local people from the Italian community of Chipilo in Mexico regarding the potential use of tourism for the maintenance of Veneto. Findings reveal that tourism is relevant for preserving the diaspora language due to its potential to strengthen local pride and sense of identity through promoting the language to tourists and fostering cultural bonds between the community and its historic homeland.
Fernando Rey Castillo-Villar; Georgina Merlo-Simoni. Locals’ perspectives on the role of tourism in the preservation of a diaspora language: the case of Veneto in Mexico. Journal of Tourism and Cultural Change 2021, 1 -14.
AMA StyleFernando Rey Castillo-Villar, Georgina Merlo-Simoni. Locals’ perspectives on the role of tourism in the preservation of a diaspora language: the case of Veneto in Mexico. Journal of Tourism and Cultural Change. 2021; ():1-14.
Chicago/Turabian StyleFernando Rey Castillo-Villar; Georgina Merlo-Simoni. 2021. "Locals’ perspectives on the role of tourism in the preservation of a diaspora language: the case of Veneto in Mexico." Journal of Tourism and Cultural Change , no. : 1-14.
Nowadays, companies are relying more and more on cause-related marketing (CRM) as an effective corporate social responsibility practice to achieve marketing objectives by consumers’ participation in donations. Specifically, the current study is focused on exploring millennials’ (born between 1980 and 2000) beliefs and understandings of a CRM practice that has received scant attention from marketing scholars despite its effectiveness in raising money: rounding up. For methodological purposes, a structural approach to the theory of social representations is adopted as it facilitates the analysis of interpretations and shared meanings held by a social group about a specific social phenomenon. Thus, drawing on this theoretical approach, the method of free-word associations was chosen and applied to 300 Mexican millennials. Findings indicate that millennials understand the purpose and nature of rounding up and, hence, they are willing to donate money through this practice. However, the mistrust of companies’ practices and intentions by millennials (e.g., tax evasion and misuse of money) affect the credibility of rounding up. Therefore, companies must implement practices to enhance awareness, transparency, and trust in their rounding-up practices.
Fernando Castillo-Villar; Judith Cavazos-Arroyo. Social Representations of “Rounding Up” as a Cause-Related Marketing Practice: A Study of Mexican Millennials. Sustainability 2020, 12, 5278 .
AMA StyleFernando Castillo-Villar, Judith Cavazos-Arroyo. Social Representations of “Rounding Up” as a Cause-Related Marketing Practice: A Study of Mexican Millennials. Sustainability. 2020; 12 (13):5278.
Chicago/Turabian StyleFernando Castillo-Villar; Judith Cavazos-Arroyo. 2020. "Social Representations of “Rounding Up” as a Cause-Related Marketing Practice: A Study of Mexican Millennials." Sustainability 12, no. 13: 5278.
Service firms have turned their attention to the design and development of multisensory brand experiences to positively influence customer satisfaction and brand loyalty. However, the role of brand usage and the application of effective sensory evaluation techniques have been overlooked when designing multisensory brand experiences. The current research addresses this gap by conducting sixteen interviews employing the multi-sensory sculpting (MSS) technique with heavy and light customers (classified based on the extent of brand usage) of a restaurant. The results show that it is important to consider how heavy and light users receive, select and ascribe meaning to sensory experiences to design effective multisensory brand strategies. Moreover, the MSS technique is recommended as an effective means to understand consumers’ perceptions of multisensory brand experiences.
Fernando Rey Castillo-Villar; Ana Josefina Villasante-Arellano. Applying the multisensory sculpture technique to explore the role of brand usage on multisensory brand experiences. Journal of Retailing and Consumer Services 2020, 57, 102185 .
AMA StyleFernando Rey Castillo-Villar, Ana Josefina Villasante-Arellano. Applying the multisensory sculpture technique to explore the role of brand usage on multisensory brand experiences. Journal of Retailing and Consumer Services. 2020; 57 ():102185.
Chicago/Turabian StyleFernando Rey Castillo-Villar; Ana Josefina Villasante-Arellano. 2020. "Applying the multisensory sculpture technique to explore the role of brand usage on multisensory brand experiences." Journal of Retailing and Consumer Services 57, no. : 102185.