This paper explores innovative strategies to enhance sustainable healthcare quality, emphasizing the pivotal role of organizational culture and placing a special focus on employee job satisfaction. Recognizing the indispensable nature of contented employees in delivering superior patient care, our discussion explores how an organizational culture that prioritizes optimized work processes, and a supportive work environment can significantly boost employee well-being. By mitigating workplace stress through the refinement of operations and the minimization of waste, healthcare organizations can foster a setting that greatly enhances job satisfaction. This enhancement, in turn, catalyzes superior patient care and underscores the healthcare system’s dedication to sustainability and the well-being of its employees. Our analysis indicates that concentrating on employee satisfaction, deeply rooted in the organizational culture, is not merely advantageous but essential for nurturing a sustainable, high-quality healthcare system. The insights offered aim to guide healthcare organizations toward embracing strategies such as Green Lean Six Sigma, with a heightened focus on improving workforce well-being through the lens of organizational culture. This approach is expected to produce a synergistic improvement in healthcare quality by promoting operational efficiency and advancing environmental sustainability in tandem.

This study examines how social media platforms influence tourism marketing strategies, consumer perceptions, and travel behaviors, addressing their sustainability implications. It aims to evaluate the current state of research on social media in tourism marketing, identify dominant trends, assess empirical evidence of impact, and critically highlight research gaps. The analysis focuses on three core marketing outcomes: destination image, travel intention, and user engagement—and includes a section examining sustainability considerations across environmental, sociocultural, and economic dimensions. The study uses a systematic critical review of 147 peer-reviewed academic articles published between 2015 and 2025, combined with a meta-analysis of 38 quantitative studies that report statistical effect sizes. The meta-analysis uses a random-effects model to compare the influence of different platforms and study contexts. Moderator variables include geographic region, platform type, and methodological design. Findings show that social media marketing has a statistically significant positive effect on destination image (Cohen’s d = 0.61), travel intention (d = 0.54), and user engagement (d = 0.43). The analysis also reveals geographic bias, limited research on emerging platforms, and a lack of longitudinal and ethical inquiry. Findings suggest that tourism researchers and marketers may have to adopt more context-sensitive, interdisciplinary, and ethical approaches. Critical sustainability concerns emerge, including “overtourism”, cultural commodification, digital inequities, and algorithmic biases. Further studies may focus on specific platform-related behaviors, long-term impacts, and integrated online strategies appropriate for global tourism diversity. Lastly, this paper advocates for context-sensitive, interdisciplinary, and ethically grounded approaches to ensure sustainable digital tourism marketing strategies.

Digital transformation has re-engineered tourism marketing and how destination branding competes for tourist attention, yet scholarship offers little systematic quantification of these changes. Drawing on 160 peer-reviewed studies published between 1990 and 2025, we combine grounded-theory thematic synthesis with a random-effect meta-analysis of 60 datasets to trace branding performance across five technological eras (pre-Internet and brochure era: to mid-1990s; Web 1.0: 1995–2004; Web 2.0: 2004–2013; mobile first: 2013–2020; AI-XR: 2020–2025). Results reveal three structural shifts: (i) dialogic engagement replaces one-way promotion, (ii) credibility migrates to user-generated content, and (iii) artificial intelligence–driven personalisation reconfigures relevance, while mobile and virtual reality marketing extend immersion. Meta-analytic estimates show the strongest gains for engagement intentions (g = 0.57), followed by brand awareness (g = 0.46) and image (g = 0.41). Other equity dimensions (attitudes, loyalty, perceived quality) also improved on average, but to a lesser degree. Visual, UGC-rich, and influencer posts on highly interactive platforms consistently outperform brochure-style content, while robustness checks (fail-safe N, funnel symmetry, leave-one-out) confirm stability. We conclude that digital tools amplify, rather than replace, co-creation, credibility, and context. By fusing historical narrative with statistical certainty, the study delivers a data-anchored roadmap for destination marketers, researchers, and policymakers preparing for the AI-mediated decade ahead.

Since the outbreak of COVID-19, working from home has become the norm for millions of workers worldwide. The purpose of this research was to analyze the benefits and challenges of teleworking in the administrative sectors (except Telehealth Services) of Greek healthcare units with a view to harnessing the knowledge gained through experience, in order to create a frame for sustainable behaviors. Complex and dynamic changes, from both a technical and behavioral aspect, are required to implement teleworking. Therefore, a systematic literature review (SLR) as well as primary quantitative research were used as research methods. The purpose of the SLR was to identify the existing scientific literature. Then, combined with the results of the quantitative research, the data were analyzed, described, and interpreted, and then summarized in the conclusion. In addition, the research was conducted to identify the relationships between telecommuting and organizational behavior, in order to achieve sustainable development in businesses. Moreover, an important positive aspect of telework that emerged from this literature review is the creation of opportunities for potential direct or indirect linkages between telework and many sustainable development goals (SDGs), based on the fact that telework appears to be a community-friendly form of work. In summary, this research strongly suggests that leaders facilitate telecommuters to adopt green practices and volunteerism that can consequently contribute to the SDGs. However, in order to meet the challenges arising from unprecedented times, the leaders of the organizations should redesign their policies, while governments should focus on guaranteeing the rights and freedoms of the workers.

In an increasingly digitalized marketplace, understanding Generation Z’s (Gen Z) online consumer behavior has become a critical priority, particularly in relation to newly launched technological products. Although online consumer behavior has been widely studied, a gap remains in understanding how the location of the e-shop (domestic vs. international) moderates this behavior. Addressing this gap, the present study adopts a quantitative, cross-sectional design with data from 302 Gen Z participants, using a hybrid sampling method that combines convenience and systematic techniques. A structured questionnaire, grounded in 19 well-established behavioral theories, was employed to examine the influence of six key factors, behavioral and attitudinal traits, social and peer influences, marketing impact, online experience, brand perceptions, and Gen Z characteristics, across various stages of the consumer journey. Moderation analysis revealed that e-shop location significantly affects the strength of relationships between these factors and both purchase intention and post-purchase behavior. Notably, Gen Z’s values and marketing responsiveness were found to be more predictive in the context of international e-shops. These findings highlight the importance of marketing strategies that are both locally relevant and globally informed. For businesses, this research offers actionable insights into how digital engagement and brand messaging can be tailored to meet the unique expectations of Gen Z consumers across diverse e-commerce contexts, thereby enhancing consumer satisfaction, loyalty, and brand advocacy.

This study examines how digital nomads act as unintentional brand ambassadors shaping destination image via lifestyle content. Although nomads influence place perceptions through blogs, vlogs, and social media, tourism institutions rarely acknowledge their role. We theorize this diffuse effect as ambient influence—the cumulative, non-promotional impact of lifestyle posts—and test whether nomads operate as unintentional brand intermediaries affecting destination image and travel intention. A multi-method design includes a survey of 487 international travelers modeling links among exposure, perceived authenticity, destination image, and travel intention; an experiment with 210 participants comparing nomad versus influencer videos; and interviews with 14 DMO professionals examining institutional responses. Results indicate that nomad content improves destination image and travel intention via perceived authenticity and relational trust. Relative to influencers, nomads are viewed as more credible and less commercially motivated. However, qualitative evidence shows that DMOs often overlook this influence due to ambiguity, control-oriented branding, and reliance on performance metrics ill-suited to informal media. The study formalizes ambient influence to capture the cumulative, non-promotional impact of nomad content and identifies a strategic blind spot in institutional engagement. It contributes by reconceptualizing influence beyond formal marketing and offers guidance for tourism management, including broader recognition frameworks and updated evaluation of user-generated content.