Although still little-known, glamping has become a nature-based tourism option for people who want a higher level of comfort. The offer of this type of accommodation is growing, namely in Portugal, but there are still few studies that address the motivations and other relevant factors explaining its adoption or refusal by consumers. The present study applied a qualitative approach aimed at exploring consumers’ motivations or obstacles for choosing glamping, and their perceptions as tourists on the differences between glamping and camping. Data were collected through the conduction of focus groups held in 2017 and content analysis techniques for contextualized interpretations were used. The most important motivational driver to go glamping is the direct contact with nature. Glamour, comfort, privacy and a different experience are also important aspects that consumers appreciate. Inversely, the main obstacles are the cost, the limited offer, the lack of knowledge, and the non-authenticity, compared to camping, of the offer.

The study presented in this article aims at understanding the relevance of mobility initiatives to the internationalisation efforts of Higher Education Institutions (HEIs). By building upon relevant literature, 17 propositions related to this contribution were identified. Empirical evidence from a concrete case of a European university was then used to evaluate those propositions. Data was collected from individual interviews to 19 outgoing faculty and from focus groups with 32 incoming students, resulting in the identification of the promises and pitfalls of mobility. The study concludes that HEIs must define clear strategies and carefully manage their mobility activities to maximise the potential benefits for internationalisation. Based on this main implication, it presents a set of managerial recommendations that may be relevant for those involved in administering or promoting international mobility programmes at universities, governments or international organisations, and for researchers in higher education.

The internet of things (IoT) is attracting increased attention from researchers, practitioners, consumers, and the media, and it is expected to change dramatically the production and consumption of goods and services, as well as the interaction between organizations and their customers. This chapter explores the challenges of IoT for marketing management. The authors present the main concepts associated to the theme based on the extant literature, considering information management, technological and ethical aspects of its adoption by corporations and consumers, and they discuss the expected impacts on different marketing application domains such as product placement, purchasing behavior, storytelling and communication, customer experience and consumer' brand perception, real-time persona development, and product and content development, among others.

The Mediterranean Diet (MedDiet) is considered an Intangible Cultural Heritage by UNESCO; it is also the world’s most evidence-based eating pattern for promoting health and longevity. This study aims to investigate consumer segmentation based on consumption patterns and identify barriers to adherence to MedDiet. Data were collected in 2020 by telephonic survey based on PREDIMED, using a quota sampling technique by socio-demographic variables, such as gender, age, and regional representation of the Portuguese population. The final sample was composed of a total of 1000 respondents. The main results show that regardless of the awareness of the MedDiet (62%), Portugal witnessed a loss of the traditional MedDiet, with the exception of the stand-out statistic that 95% of respondents still use of olive oil as the main culinary fat. Five segments were identified: (1) MedDiet lifestyle followers (11%), (2) olive oil lovers (20%), (3) low-sugar diet foods seekers (11%), (4) healthy and balanced diet seekers (28%), and (5) low-fat diet foods seekers (30%). The main barriers to adhering to the MedDiet include lack of knowledge about the MedDiet, education level, financial comfort, and specific food preference, which by segment are: (1) being passionate about soda drinks, (2) an excess of sweets, (3) low level of pasta consumption, and a (5) lack of fruit, vegetables, and legumes. Segment (4) holds a leading position in MedDiet adherence. The main obstacle to consuming fish is its high price, taste, and challenges in cooking it. When it comes to bread and oleaginous nuts, the belief that these foods are “fattening” reduces consumption. Results help to tailor education strategy and increase adherence to the Mediterranean lifestyle.

Retirees have been growing in importance as a consumer segment targeted by the tourism industry, namely because they can minimize the typical seasonality of tourism and increase its sustainability. This study aims to contribute to a more in-depth knowledge of retirees’ behaviour and has two objectives: (i) describe tourist behaviour of seniors prior to and after retirement; (ii) identify and analyse retired consumers’ current motivations and constraints towards tourism. Qualitative research was conducted comprising interviews with 40 Portuguese retirees. The results indicate a diversity of experiences regarding tourism activities both before and after retirement, evidencing that past experience stands out as a determinant of retirees’ tourism behaviour. Moreover, three distinct segments of tourists emerge: the experts, the new tourists, and the non-tourists.