In prevailing competition-based market economy, organizations have to search factors influencing advertising effectiveness. This research aims at developing the model of the influence of advertising appeal on advertising effectiveness. While achieving the aim of the article, the analysis and synthesis of scientific literature is provided. Furthermore, traditional marketing research methods as well as neuromarketing research methods are applied in order to determine the influences of different advertising appeals on advertising effectiveness. As a research result, the model of the influence of advertising appeal on advertising effectiveness is elaborated. Accordingly, this research fills the gap in scientific literature by determining the influences of emotional and rational appeals on print / outdoor advertising effectiveness in the context of convenience product category. Moreover, by answering the research question, the contribution to the field emerges in integrating both marketing theory and neuroscience in order to analyze and evaluate consumer behavior.

This bibliometric review explores the existing publications regarding innovations in sustainable tourism. The aim of the review was to determine the existing research trends in the field of innovations in sustainable tourism by mapping the research on the innovations and “smart” aspects in sustainable tourism and contributing to the field by outlining the recent research trends, identifying the general topics and subtopics, and thus guiding future researchers in choosing an attractive research direction. The bibliometric analysis based on the PRISMA guidelines was provided to extract 179 all-open-access documents (articles, research papers, conference papers, and book chapters) from the Scopus database. As the research field was found to be expanding (thirty-eight documents were dated 2023 compared to one dated 2010), its attractiveness was confirmed. The analysis of the most-cited publications showed the existence of three research trends: (1) management-focused, (2) sustainability-focused, and (3) smart/ITCs-focused. Moreover, the analysis of the author keywords enabled outlining the main future research themes, namely tourism, sustainability, management, scope, innovation, smart, and method, and providing considerations for the future. For a broader dissemination of their findings, authors are encouraged to pay greater attention to these factors: inter-country collaboration, leading institution, journal choice, and topic choice.

Buying products made from recycled materials is an important way to support sustainability, especially in the FMCG (fast-moving consumer goods) context. Because these are the products that make up a very large part of consumer spending, it is very important to encourage consumers to buy them when they are made from recycled materials. Therefore, this research aimed to determine the relationship between income, egoistic and altruistic motives, attitude toward FMCG products from recycled material, and intention to buy them. To reach the research aim, questionnaire research was applied and structural equation modeling was carried out to analyze the research results. Based on the analysis of research results, income negatively influenced egoistic motives regarding buying recycled FMCG. Moreover, egoistic motives influenced attitude but did not directly or indirectly influence intention. Altruistic motives were not influenced by income but directly influenced attitude and intention to buy FMCG from recycled materials. When communicating about the benefits of recycled FMCG, altruistic motives should be highlighted, including rationalization of these aspects with specific calculations supporting these statements. Based on research results, such communication could facilitate the highest possibility of developing a sustainable FMCG market from recycled materials.

Advertising spokesperson is one of the undeniably important factors affecting advertising effectiveness. However, advertising spokesperson has to have some particular features to be effective. Various previous researches resulted in determination of different features of advertising spokesperson and their effectiveness; i.e. type of a spokesperson (celebrity vs. a regular person); gender and race of a spokesperson; etc. were found to have an impact on the spokesperson’s effectiveness. However, the research on the impact of shooting color temperature on its effectiveness is still scarce. Moreover, an assumption can be made that color temperature might cause a different effect depending on advertising spokesperson’s gender. The aim of this paper is to fill this gap by analyzing the relationship between spokesperson’s gender and advertising color temperature in a framework of advertising effectiveness. Neuromarketing research methods were applied to meet the aim and to determine the guidelines for its usage in advertising.

As the importance of tourism managements is becoming recognized worldwide, many scholars start talking about tourist satisfaction as the main driver of the tourism sector. Satisfaction measurement and determination of its antecedents has become a field for tourism research and scientific discussion. Tourist satisfaction indices were started to elaborate for many countries (e.g., Malaysia, Mexico, Hong Kong, Croatia, etc.); however, considering satisfaction as a multifaceted construct, every single case has to be viewed and assessed separately. Achieving to complement to the body of knowledge, this manuscript proposes a holistic tourist satisfaction index model for Lithuania. The paper aims to aggregate the previously approved tourist satisfaction indices in a framework of Lithuania into a holistic model to be applied regarding the existing circumstances. The proposed model is a final step of the numerous previous researches, aggregating their results and proposing guidelines for tourist satisfaction improvement and loyalty assurance in a bundle of possible tourism-related situations regarding Lithuania as a place. The proposed holistic tourist satisfaction index model encompasses six previously elaborated models: Inbound tourist satisfaction index model; Emigrants’ satisfaction index model; Outbound tourist satisfaction index model; The model of Lithuanian tourist satisfaction with European summer holiday destinations index; Local tourist satisfaction index model; and Rural tourist satisfaction index model; therefore, guidelines for any tourismrelated situation, whether it was domestic (local), inbound, or outbound tourism, are provided. Moreover, as in every situation, different antecedents of tourist satisfaction were determined; the holistic model stops practitioners, as well as scholars from taking unavailing decisions.

Straipsnyje analizuojama reklamos pardavimo vietoje padėties įtaka vizualiniam vartotojų dėmesiui. Intensyvėjant vartotojų gyvenimo tempui, dėmesys, skiriamas organizacijų reklaminėms žinutėms mažėja, o prasibrauti pro reklaminį triukšmą tampa vis sudėtingiau. Organizacijos investuoja į reklamą, kuri dažnai ne tik nepasiteisina, bet lieka nepastebėta dėl netinkamai parinktos vietos. Tyrimai rodo, kad pardavimo vietoje pateikiama reklama vartotojų yra vertinama palankiai, tačiau mokslinio pagrindimo tinkamai vietai parinkti vis dar nepakanka. Straipsnio tikslas – nustatyti reklamos pardavimo vietoje padėtis, pritraukiančias daugiausiai vartotojų vizualinio dėmesio. Siekiant tikslo, atliekamas vartotojų žvilgsnio sekimo eksperimentas, naudojant mobilią akies judesio sekimo video sistemą, įrašančią akies žvilgsnio duomenis. Nustatyta, kad, siekiant didinti reklamos pardavimo vietoje efektyvumo tikimybę, palankiau reklamos padėtimi pardavimo vietoje pasirinkti kairiąją pusę; reklamos padėtimi pardavimo vietoje pasirinkus dešiniąją pusę ar centrinę padėtį, reikšmingų vartotojų vizualinio dėmesio skirtumų nenustatyta.