The subject of generations and their differences has been intensely analyzed and debated. Each generation has its own characteristics, regardless of the element that differentiates them. Gen Z’s relationship with tourism has been approached in recent years from various perspectives by many scholars. For the current research, representative characteristics were identified as important for Gen Z: off-the-beaten-path locations and experiences. Off-the-beaten-path locations refer to small-scale destinations, under-tourism, local businesses, sustainability, and local traditions. All of the aspects mentioned before are typical of rural tourism. Experiences are introduced by various elements of rural attractiveness: material cultural heritage (MCH) and immaterial (ICH), the living human treasures program (LHT), wine tourism, products with a protected designation of origin (PDO), products with a protected geographical indication (PGI), culinary diversity, and other rural leisure facilities. Two purposes have been established: to identify the relationship between Gen Z and rural tourism and its components defined by cultural heritage and traditional gastronomy, and to construct a predictive model regarding Gen Z’s behavior when traveling to rural destinations. For this, we performed a quantitative investigation among university students from Romania using an online survey. Using 280 Gen Z respondents from 323 valid responses, we performed a direct logistic regression. The results showed that they value local gastronomy and unique attractions, which we can include in MCH. The price represents an important element when choosing an accommodation unit. Due to the constantly increasing share of Gen Z in the tourism market, destinations and tourism operators will have time to prepare and adapt to new realities. Transversal research will benefit from the opportunity to compare Gen Z’s preferences and changes over time.

The fast development of technologies shapes the way companies address and understand their customers’ needs, including the more and more pressing call for sustainability. If, by now, many organizations use the advantages of social media in their marketing strategies, newer technologies, such as Internet of things (IoT) wearables, are not fully used to their whole potential. Thus, we conducted two research studies—a qualitative one in the form of a focus group where eight different companies’ representatives took part, followed by a quantitative one in the form of an online questionnaire, where 84 (Small and Medium Sized Enterprises) SMEs and Large Enterprises answered. The main purpose of our research was to investigate companies’ attitudes and practices about using social media and IoT wearable technologies in developing organizational marketing strategies. The results indicate that, though there are some differences in the perception and use of social media and IoT wearables for developing marketing strategies, these differences are not marked between SMEs and Large Enterprises, but rather between micro enterprises and other companies with higher numbers of employees. Additionally, there are some differences noticed between companies operating in regional, national, or international markets.

This study analyzed the impact of individual learning ambidexterity on individual job performance and tested the moderating effects of the organizational structure, represented in this research by formalization, decentralization, and structural differentiation. Despite the importance of individual learning ambidexterity, there is a limited understanding of how employees’ explorative and exploitative learning behaviors affect their individual job performance. The study expands the research by confirming the relevance of individual learning ambidexterity for individual performance for non-managerial employees; an understudied research setting for individual ambidexterity. We demonstrate that individual learning ambidexterity is positively correlated with individual job performance. We also provide evidence that formalization, decentralization, and structural differentiation moderate the effects of individual learning ambidexterity on individual job performance. The empirical context for the research was non-managerial employees from the Romanian IT services industry. Prior research has shown that ambidexterity is important in the IT industry, making it an adequate setting to analyze the effects of individual learning ambidexterity on individual job performance. By using polynomial regressions on a sample consisting of 342 employees, we were able to analyze four research hypotheses. This study demonstrates the moderating mechanism of organizational setting in the improvement of individual job performance in relation to individual learning ambidexterity. Taken as a whole, our findings provide new insights into how and under which organizational conditions the individual-level explorative and exploitative learning behaviors affect individual job performance.

This study examines the impact of sustainability innovation on innovation performance and the mediating effects of knowledge sharing and knowledge application on this relationship. We hypothesize that small and medium-sized enterprises implementing sustainability innovation are able to achieve better innovation outcomes. We tested the hypotheses using structural equation modeling and Smart PLS on a data set of 185 industrial companies. The results support our conceptualization and demonstrate its utility in explaining improvements in achieving innovation performance if sustainability innovation is adopted. Simultaneously, we demonstrate that knowledge sharing and knowledge application mediate the effects of sustainability innovation on innovation performance. Findings have important implications regarding sustainability innovation implementation in industrial companies and its impact on improving innovation outcomes, both direct and mediated by knowledge sharing and knowledge application.