Greenhushing selectively communicates fewer pro-sustainability actions by businesses than are practiced; based on a perception of customers’ rights to consumerism. We first studied the gap between the communication of sustainability practices in the audits and websites of 31 small rural tourism businesses in the Peak District National Park (UK). The analysis showed that businesses only communicate 30% of all the sustainability actions practiced. Their websites emphasised customer benefits, using explicit, affective, experiential and active language that legitimises the customers’ hedonistic use of the landscape, while downplaying complex issues and normalising sustainability to reduce customer guilt. Just one website mentioned climate change. We found that greenhushing results from a low moral intensity, masking potentially negative consequences of perceived lower competence, whilst protecting business from more cynical consumers who may interpret their statements as hypocritical. Subsequent textual analysis and interviews were used to understand how communication constitutes these organisations. We propose that greenhushing reshapes and constitutes tourism businesses through their communications. Moreover, greenhushing is a form of public moralisation that adopts communication practices similar to greenwashing, reflecting the social norms expected from a business; however, in this case, located in a moral muteness, rather than moral hypocrisy, that businesses accept but resent.

Underpinned by integrating self-determination and source credibility theories (SCT), this paper investigates the focal roles of memorable local food experiences (MLX) and travel influencer endorsement (TIE) on revisit intention. A questionnaire was used to collect data from 513 TikTok influencers (individuals who frequently post videos on TikTok and have a large number of followers). A purposive sampling technique is used to collect data from TikTok influencers who create videos about food tourism in Pakistan. SmartPLS 4.4 was used with PLS-SEM. The empirical results suggest a positive and significant linkage of culinary memorable experience factors with MLX. The focal effects of MLX and TIE on revisit intention are significantly positive. Our findings further revealed that MLX partially mediated the linkage of culinary memorable experience factors with revisit intention, while TIE strengthened the positive relationship between MLX and revisit intention. The study's findings influence travel agents, local food providers, and marketing specialists who develop marketing strategies for local food tourism and online trip purchasing.

This study investigates the sustainable purchasing behaviors of Generation Z in Saudi Arabia, providing an insightful exploration by integrating the theory of planned behavior and social identity approach. Through qualitative research, the study uncovers nuanced insights into the motivational factors and social dynamics influencing eco-friendly consumer choices among young adults. It highlights the importance of environmental consciousness, peer influence, and identity-based motivations in shaping sustainable purchasing patterns. The findings reveal that Generation Z’s decisions are significantly influenced by a combination of personal attitudes, perceived social norms, and identity-related aspirations towards sustainability. This research broadens the current understanding of green consumption in a culturally specific context, suggesting that young consumers’ sustainable behaviors are deeply intertwined with their social identities and environmental awareness. The implications of these findings are significant for policymakers, marketers, and manufacturers aiming to encourage eco-friendly practices among younger generations, highlighting the need for tailored strategies that resonate with their values and social identities.

Artificial intelligence (AI) has recently become the focus of academia and practitioners, reflecting the substantial evolution of scientific production in this area, particularly during the COVID-19 era. However, there is no known academic work exploring the major trends and the extant and emerging themes of scientific research production of AI leading journals. To this end, this study is to specify the research progress on AI among the top-tier journals by highlighting the development of its trends, topics, and key themes. This article employs an integrated bibliometric analysis using evaluative and relational metrics to analyze, map, and outline the key trends and themes of articles published in the leading AI academic journals, based on the latest CiteScore of Scopus-indexed journals between 2020 and 2021. The findings depict the major trends, conceptual and social structures, and key themes of AI leading journals’ publications during the given period. This paper represents valuable implications for concerned scholars, research centers, higher education institutions, and various organizations within different domains. Limitations and directions for further research are outlined.

This study investigates the relationship between religious servicescape and service experience and subsequent intentions to revisit. The context is “Umrah,” a journey focusses on spirituality. The study looks at service experience at a fine granular level of the dimensions, i.e. hedonic value, peace of mind, novelty. A mixed-method approach was utilized. The model then extended to investigate the boundary conditions of these relationships using rejuvenation as a moderator. A sample of 278 pilgrims participated in 2018. The findings suggest that servicescape is an antecedent for service experience and service experience have a positive influence on the intention to revisit.

This study investigated sustainability communication through destination websites. In particular, it suggested an online sustainability communication checklist (OSC-Checklist) that informs, motivates, and engages stakeholders to contribute towards the development of environmental, sociocultural, and economic sustainability. The OSC-Checklist was applied to the official websites of the top 50 competitive destinations with the aim of evaluating the extent to which each destination communicates sustainability on its website. The results indicated that the sample destinations lack an appropriate online approach to communicate sustainability. The results also revealed that the less developed and competitive destinations scored higher in terms of communicating sustainability than other more competitive developed destinations. Theoretical and practical implications are also provided.