Purpose: The primary purpose of this research is to examine generational differences in valuing the sources of employees' overall motivation in the workplace across Generation X, Generation Y and Generation Z with a view of assisting managers in making employment decisions and maintaining multigenerational staff.Design/methodology/approach: The respondents in the study live and work in Canada and provided answers to self-administered online surveys between the fourth quarter of 2017 and the end of January 2020. To assess subjects' work motivation, the study employed Gagné et al.'s (2014) multidimensional work motivation scale (MWMS) alongside a three-item measure of employees' overall motivation (designed for this study). The authors assessed measures of validity and reliability and tested the hypothesis about generational differences in work motivation using structural equation modelling (SEM).Findings: The six motivators regress differently to employees' overall motivation. Generation Z is more sensitive to amotivation than Generation X and Generation Y. Extrinsic regulation-material is a valid source of overall work motivation for Generation Z only. Only Generation X values extrinsic regulation-social as a source of employees' overall motivation. So is introjected regulation by Generation Y. Unlike Generation Z, both Generation X and Generation Y employees value identified regulation as a source of overall work motivation. Finally, intrinsic motivation contributes more to Generation Z employees' overall work motivation than it does for Generation X and Generation Y.Research limitations/implications: Further work needs to be done to establish whether variations in valuing the sources of motivation may also be spawned by age or status of the respective groups. Future investigations can expand the authors’ focal theme to include additional organisational outcomes, alternative geographical settings and/or include country's economic development as an additional variable. Moreover, further research can address the implications of national culture on shaping generational differences in employee's motivation as well as aiding companies to redesign work tasks considering today's uncertainty as well as increasingly competitive, global environment (e.g. the rise of artificial intelligence).Practical implications: It is vital to offer motivators that are valued by each of the three generations, i.e. X, Y and Z, before being able to attract the best candidates of each generation. Organisations should not only create an inclusive and understanding multigenerational working environment but also be able to communicate strong branding via new communication channels successfully (e.g. social media networks), which Generation Yers and Generation Zers utilise better than any other generation in employment. Finally, the authors suggest that service organisations with diverse generational composition should adopt new measures of workplace agility to survive interminable disruptions (e.g. the coronavirus disease 2019 [COVID-19] pandemic).Originality/value: This is the first study of its kind to examine generational differences between Generation X, Generation Y and Generation Z in valuing workplace motivation from a western cultural perspective.

Purpose: This is a general review study aiming to specify the key customer-based factors and technologies that influence the value co-creation (VCC) process through artificial intelligence (AI) and automation in the hospitality and tourism industry.Design/methodology/approach: The study uses a theory-based general literature review approach to explore key customer-based factors and technologies influencing VCC in the tourism industry. By reviewing the relevant literature, the authors conclude a theoretical framework postulating the determinants of VCC in the AI-driven tourism industry.Findings: This paper identifies customers' perceptions, attitudes, trust, social influence, hedonic motivations, anthropomorphism and prior experience as customer-based factors to VCC through the use of AI. Service robots, AI-enabled self-service kiosks, chatbots, metaversal tourism and new reality, machine learning (ML) and natural language processing (NLP) are technologies that influence VCC.Research limitations/implications: The results of this research inform a theoretical framework articulating the human and AI elements for future research set to expand the models predicting VCC in the tourism industry.Originality/value: Few studies have examined consumer-related factors that influence their participation in the VCC process through automation and AI.

Purpose: This article critically synthesizes the literature on sustainable fashion, the movement behind it and plausible fashion adoption theories. Then, to build on those studies, developing a new theory about adopting sustainable fashion – mainly among millennials and Generation Z who are behind forwarding and adopting this fashion trend – is sought after.Design/methodology/approach: This is a theory-synthesized conceptual article that presents a literature-informed new theoretical structure pronouncing sustainable fashion adoption and its rise as a new luxury trend. That included explicating and unraveling the conceptual foundations and construction elements that different viewpoints use to articulate the trend under investigation and the searches for a common basis to construct a new and improved conceptual framework.Findings: This study introduces the triple-trickle theory that incorporates the role of media and technology to organize and understand the diffusion of sustainable fashion and identify paths for future trickle-effects on fashion research.Research limitations/implications: Even though this has the benefit of offering a vast array of views and evidence that offers an adequate problem inspection, further studies providing empirical evidence are needed to establish the external validity of the theory derived from this research.Practical implications: This theory can be applied to develop targeted practices to understand the diffusion and adoption of sustainable fashion and further practitioners’ understanding of product positioning, target marketing, marketing strategy and luxury opportunities in general.Originality/value: Though interest in sustainable fashion has increased among consumers, no theory or model exists to explain its adoption. Therefore, the triple-trickle theory is proposed and aimed to be a more relevant framework to offer a theoretical premise for future empirical investigations of sustainable fashion adoption.

This study examines generational differences in valuing the sources of motivation in workplace behaviour between millennials and older generations, with a view to assist managers in making employment decisions and maintaining multigenerational staff in the services sector. Based on systematically sampled data, the authors used Gagné et al.’s Multidimensional Work Motivational Scale (MWMS) to measure the different facets of work motivators alongside a three-item measure of employee overall work motivation (designed for this study) to address the hypotheses. Using structural equation modelling procedures to analyse the data, the authors found that four out of six motivators regress differently to overall work motivation. In other words, both extrinsic regulation–material and identified regulation are valued more by millennials compared to older generations, while extrinsic regulation–social and introjected regulation are valued less by millennials compared to older generations.

Purpose: The purpose of this paper is to explore the path of motivation leading to organizational commitment resulting in reduced turnover intentions (TIs). It examine the relationship between dimensions of motivation (amotivation, introjected regulations (IRs) and intrinsic motivation (IM)) with dimensions of commitment (affective, normative and continuance). Furthermore, it test the effect of these three dimensions of commitment on TIs.Design/methodology/approach: A sample of 467 teachers working in public schools in Dhofar Governate in Sultanate of Oman was selected for the study. A path analysis was conducted to test the hypothesized model.Findings: The analysis unveils that teacher’s TIs can be reduced with a right mix of motivation and commitment. Furthermore, amotivation is only linked to affective commitment and this linkage is positive; IRs positively affect continuance and normative commitment (NC); and IM positively affects affective commitment and NC. Moreover, a significant negative effect of affective, normative and continuance commitment is found on TIs.Originality/value: This research sheds light on how motivation can indirectly affect TI through commitment. This study is of immense importance as it focuses on the education sector in Oman especially in Dhofar Governate.