The relevance of the tourism industry to the overall sustainability of rural territories grows along with the demand for rural tourism destinations. Likewise, as the digital transition of rural tour operators takes place, their marketing initiatives also evolve towards a digital nature, which is why it is crucial to comprehend how the overall calibre of these activities might affect the perception of rural places, while also motivating tourists’ travel intentions and, as a result, promoting the general sustainability of the destination. Thus, in this paper, we propose a novel conceptual model based on Delone and McLean’s representative model of Information Systems Success Model, on Tan and Wu’s arguments on tourism destinations’ image relationship with tourists’ visit intentions, and also on Verma’s tourism destination brand equity concept. To validate the proposed model, an online focus group was developed involving several specialists whose opinions and perspectives corroborated the potential adequacy of the proposed artefact and, consequently, assumed its contribution and value. From this validation process, it was possible to highlight that digital marketing initiatives’ overall quality influences both rural destinations’ image and tourists’ intention to visit these territories, that a positive image will trigger tourists’ visit behaviour, and that these behaviours represent a valuable asset to rural destinations’ global sustainability.

Consumer satisfaction plays a critical role in the success and survival of tourism organizations, including wine tourism. This study aims to identify the determinants of satisfaction and dissatisfaction in wine tourism experiences using a customer-centric approach and analyzing user-generated content. The analysis reveals that satisfaction and dissatisfaction in wine tourism are influenced by different factors, supporting the two- and three-factor theories. Common themes among satisfied and dissatisfied tourists include wine, visits, and related circuits. The study validates online reviews as a valuable source of information and introduces a qualitative content analysis methodology for wine tourism research. Theoretical implications demonstrate that satisfaction in wine tourism is multidimensional, reinforcing existing theories and expanding knowledge of sensory experiences and motivating factors. Managerially, the findings highlight the critical success factors of wine and related activities, emphasizing the need for continuous improvement. Dissatisfiers, such as waiting time and employee performance, can lead to a competitive disadvantage, while satisfiers like wine tastings and aesthetics present opportunities for enhancing customer satisfaction and gaining a competitive advantage. This research contributes to the body of knowledge by shedding light on the specific determinants of satisfaction and dissatisfaction in wine tourism experiences. It underscores the importance of a customer-centric perspective, validates online reviews as a data source, and enhances understanding of the multidimensional nature of satisfaction in wine tourism. The study offers insights for researchers and managers, suggesting alternative measurement tools and encouraging further exploration of sensory aspects and motivations.

Purpose: The aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors examine the relationship between attitude towards the environment, attitude towards green consumption, subjective norms of green consumption, green consumption intention, green consumption behaviour and cause-related marketing.Design/methodology/approach: A cross-sectional research design was used to test the results of a random sample of 241 respondents and quantitative research was conducted using the data collected through an online questionnaire.Findings: The research expanded the current knowledge on the effect of cause-related marketing on consumers’ green purchase behaviour and the findings suggested that green cosmetics producers and sellers should clearly define their target audience before choosing the type of cause-related marketing, as it mainly influences those consumers who have a positive attitude towards green consumption.Research limitations/implications: The implications of the research are relevant for marketing specialists, managers and agencies who are looking to promote green cosmetics products.Practical implications: Before promoting green cosmetics products, it is important to understand who the target consumer is and whether they have a positive attitude towards the environment, green consumption and also if they are affected by acquaintances’ opinions.Originality/value: The study contributes to the already existing academic literature by providing a greater understanding of the effect of cause-related marketing on the attitude–behaviour gap of green consumption.