Purpose: This research aims to examine Generation Z's perspectives of sustainable consumption in food tourism experiences, considering the drivers on food tourists' behavioural intents and basing its analysis on the value-attitude-behaviour model of norm activation theory.Design/methodology/approach: Using a qualitative design, 27 qualitative online surveys were conducted with Generation Z travellers who are also active on social media.Findings: Results show that while they are aware of environmental knowledge and ethical food choices and think that sustainable food consumption improves individual and social wellbeing, the sustainability of food consumption is limited by factors such as time and budget. Also, results reveal that the eating habits of Generation Z people are more sustainable when they eat at home than when they travel. Theoretical and practical implications for food tourism management and marketing are described.Originality/value: While food tourism has been largely investigated in recent years, little previous research has focused on the relationships between daily eating behaviours and sustainable consumption in food tourism experiences, especially from the perspective of Generation Z individuals and the influence of social media on individual and social food decisions.

Purpose: The purpose of this paper is to analyse the future of the implementation of artificial intelligence (AI) technologies in services experience provided by cultural institutions (e.g. museums, exhibition halls and cultural centres) from experts’, cultural tourists’ and users’ point of view under the Industry 5.0 approach. Design/methodology/approach: The research was conducted using a qualitative approach, which was based on the analysis of the contents obtained from two roundtable discussions with experts and cultural tourists and users. A thematic analysis using NVivo was done to the data obtained. Findings: From a futuristic Industry 5.0 approach, AI is considered to be more than a tool – it as an integral part of the entire experience. AI aids in connecting cultural institutions with users and is beneficial since it allows the institutions to get to know the users better and provide a more integrated and immersive experience. Furthermore, AI is critical in establishing a community and nurturing it daily. Originality/value: The most important contribution of this research is the theoretical model focused on the user experience and AI application in services experiences of museums and cultural institutions from an Industry 5.0 approach. This model includes the visitors’ and managers’ points of view through the following dimensions: the pre-experience, experience and post-experience. This model is focused on human–AI coworking (HAIC) in museums and cultural institutions.

Museums need to apply sustainable criteria in order to evaluate performance and improve results. This paper aims to determine a methodological model that allows the analysis of the economic and socio-cultural value of museums. The approach proposed is related to the local community and tourist’s perception. The research supports the conclusion that both the Choice Experiments method and the Subjective Quality Indicators are methods of interest for evaluating the functioning of museums. Therefore, the proposed methodological model takes a mixed-method approach by considering both. The application of the proposed method makes it possible to know precisely the impact of the initiatives and proposals developed by museums. This method can be extrapolated and used by the scientific community to do research in the performance of museums and the process of decision-making.