Consumers’ perceptions of a brand (e.g., competence or warmth) may directly affect their brand trust, purchase intention, and ability to achieving corporate goals of sustainability. However, gender acts as a moderator in the influence of brand perception on purchase intention. This study examined the main effects of brand perception on purchase intention, the moderating effect of gender, and the mediating effect of brand trust by conducting two experiments and a path analysis. Findings from experiment 1 show that perceived warmth and perceived competence exert significant positive effects on purchase intention with brand trust as a mediator. Findings from experiment 2 indicate that perceived warmth is influential only for female customers, not for male customers, that is, gender moderates the relationship between perceived warmth and purchase intention. However, gender does not moderate the influence of perceived competence on purchase intention. The results of the path analysis are consistent with the experimental results, indicating that the conclusions of the study are robust and reliable. Finally, theoretical contributions and managerial implications are discussed.

Purpose: Wellness tourism is complex due to the varied expectations and perceptions of tourists. This study attempts to explore components that shape tourist expectations of health treatments and tourist attractions, which have not been deeply explored in the extant literature.Design/methodology/approach: A scoping review of the literature published between 2000 and 2021 was conducted to reach the conclusions of this study. Out of 303 literature sources, a total of 105 literature sources were retained for the final analysis.Findings: Findings show that tourists expect a mix of health treatments, such as conventional medical treatments and alternative health treatments and tourist attractions, as part of wellness tourism to improve their health and well-being (HWB). A favorable trade-off between tourist expectations and their perception of wellness tourism impacts tourist HWB and behavioral intention.Practical implications: The proposed wellness tourism conceptual model and wellness tourism matrix may help wellness tourism service providers to understand tourist expectations for health treatments and tourist attractions in a recent context. Wellness tourism service providers may follow the guidelines outlined in this study to offer health treatments and tourist attractions according to tourist expectations, which may result in the favorable behavioral intentions of wellness tourists.Originality/value: This study unravels the previously under-explored role of conventional medical treatments, which arguably fall under the category of allopathic medical treatment, in wellness tourism. Destination marketing organizations may focus on the wellness philosophies of health treatments and tourist attractions to meet the growing expectations of wellness tourists for HWB, as outlined in the literature review. This study provides insights into the different components of contemporary wellness tourism those impact wellness tourists' cognitive responses, HWB and behavioral intention.

This study presents the interacting phenomenon of perceived tourism destination’s online content (TDOC) and tourists’ behavioral intentions with a mediating role of tourists’ satisfaction, which is yet under-explored in hospitality and tourism research. A model based on three main constructs namely TDOC (with sub-constructs of online information quality and user-friendly accessibility), satisfaction, and tourists’ behavioral intentions (with sub-constructs of intentions to visit tourism destination and electronic word-of-mouth (eWOM), is presented to determine the growth of tourism business with the internet. Data were collected with the questionnaire-based survey from 413 tourists staying at hotels in Lahore city in Pakistan. Partial least square structural equation modeling was used to statistically analyze the gathered data. Findings indicate that tourists’ perceived TDOC directly influences their behavioral intentions while tourists’ satisfaction exerts a mediating influence between tourists’ perceived TDOC and their behavioral intentions. Taking advantage of an economical and widespread online environment, destination marketing organizations could attract more tourists with their confidence in TDOC and positive eWOM to remain competitive in the long run. Important theoretical and practical implications are discussed.

Purpose: This study aims to determine the current state of implementation and effectiveness of education for sustainable development (ESD) in Pakistani higher education institutions (HEIs) using students’ and teachers’ perceptions of sustainability.Design/methodology/approach: A survey on teachers and students was conducted in public and private universities in Punjab, Pakistan. Data from 1,915 students and 120 teachers were collected through semi-structured questionnaires implemented during face-to-face interviews. Students were asked to rank social, environmental and economic indicators of sustainability consciousness (SC) on a five-point Likert scale. Structural equation model and regression model are used to analyze the data. The perceptions of students and teachers were assessed from their knowledge of sustainability.Findings: The occurrence of ESD in Pakistani HEIs is low and teachers have inadequate knowledge of sustainability. The holistic approach to ESD has a more pronounced effect on students’ SC as compared to the pluralistic approach to ESD. Also, there is a correlation between the students’ grades/class and the effectiveness of ESD. There is a need to pay more attention to implement ESD for undergraduate students in Pakistani HEIs.Originality/value: The study stands out for using cross-sectional data from public and private universities of Pakistan. Furthermore, to the best of the authors’ knowledge, this is the first study in Pakistan which attempts to investigate the effectiveness of ESD in terms of students’ SC.

Health and medical tourism is considered one of the fastest growing segments of the tourism industry. Recently, research on health resorts has been gaining academic attention in tandem with the positive contribution of the health and medical segments to the tourism industry. The purpose of this study is to better conceptualize how the behavioral intentions of health tourists are shaped in the emerging context of the health resort. This study illuminates the likely perceptions of prospective tourists about the attractions of health resorts, and endeavors to examine the response of health tourists using data from 359 international health tourists/travelers, comprising of Thai, Indian, and Chinese nationalities. The study also uses the partial least square structural equation modeling (PLS-SEM) technique in order to analyze the responses of international tourists gathered at two international airports in China. The present study shows that tourists’ expectations and their behavioral intentions are generally associated indicators of perceived health resort attractions. Expectations play a significant mediating role, while culture impacts the overall phenomenon of proposed associations in a moderating way. Moreover, sustainable tourism attractions also play a significant role in shaping Thai travelers’ behavioral responses, while medical facilities and risk levels are considered significant in determining Indian and Chinese travelers’ behaviors. By developing theoretical and empirical grounds, this study offers implications for further research and development in health resorts and other niches of health tourism.