This study explored factors affecting variability in second language (L2) learning motivation among Korean university students and how they appraised their L2 learning experience. In this study, 85 undergraduate students majoring in English or English education from three universities in Seoul, South Korea, reflected on their past English learning experience. They drew a motigraph and wrote a retrospective reflection essay covering their English learning that spanned over ten years. Researchers divided participants into two groups: a high variability (HV) group and a low variability (LV) group. Data were analyzed using open, axial, and selective coding. Findings suggest thncontextual factors such as the learning method, atmosphere, and situation were main (de)motivational factors for the HV group. In contrast, the LV group was (de)motivated by intrapersonal factors, including the learning context appraisal. These results imply that visualizing long and short-term goals and positive appraisal of the L2 learning experience can help L2 learners maintain a stable pattern in L2 learning motivation.

국제경영 환경에서 지속 가능한 발전 목표가 널리 수용됨에 따라, 기업의 ESG(환경/Environment, 사회/Social, 거버넌스/Governance) 성과는 글로벌 시장에서 다국적기업의 성공을 결정하는 핵심 지표 중 하나로 자리 잡고 있다. 본 연구는 제도이론에 근거하여 신흥시장 다국적기업의 ESG 성과가 국제화 속도에 어떻게 영향을 미치는가 를 탐구하였다. 이와 더불어 본 연구는 ESG 성과와 국제화 속도 간 관계에 대해 최고경영자의 해외 경험과 기업 의 소유구조, 즉 국유기업 여부가 어떠한 조절 효과를 미치는지에 대해서 검증하였다. 2010년부터 2022년까지 중국 A주 시장에 상장된 1,648개 기업의 8,329개 표본을 분석한 결과, 신흥시장 다국적기업의 ESG 성과는 국 제화 속도에 긍정적인 영향을 미치는 것으로 나타났다. 조절 효과의 분석 결과, 다국적기업 최고경영자의 해외 경 험은 이러한 관계를 약화시키는 것으로 나타났는데, 이는 높은 해외 경험을 가진 최고경영자의 경우, 국제화 속도 를 결정하는 데 있어 ESG 성과에 대한 의존도를 줄이는 한편, 보다 신중한 국제화 전략을 취하기 때문으로 해석 할 수 있다. 또한 신흥시장 다국적기업이 국유기업일 경우에, 민간기업에 비해 ESG 성과와 국제화 속도 간의 긍정 적인 관계가 약화되는 것으로 나타났는데, 이는 국유기업이 ESG 성과를 통해 빠른 국제화 속도를 추진할 때 정당 성 확보의 어려움에 직면할 수 있음을 시사한다. 본 연구의 결과는 다국적기업의 ESG 전략 및 성과가 글로벌 시장 에서 정당성을 강화하고 국제화 전략의 중요한 요인이 될 수 있음을 강조하는 동시에, 그 효과가 최고경영자의 특 성과 기업의 소유구조에 따라 달라질 수 있음을 보여준다. 이러한 결과는 신흥시장 다국적기업이 ESG 전략을 효 과적으로 활용하기 위해서는 경영진의 리더십과 소유구조를 함께 고려한 종합적인 접근이 필요함을 시사한다.

Purpose: This study utilizes a phenomenological research method to understand the nature of role adaptation experience of PA nurses. Methods: This was a qualitative study that applied Colaizzi’s phenomenological research method to understand the nature of role adaptation experience of PA nurses. The study participants were thirteen PA nurses (three men and ten women) with over five years of experience. For data collection, individual in-depth interviews were conducted, each about 50 to 90 minutes long. Individual interviews were conducted once or twice. Colaizzi’s method was used to analyze data. Results: The result of this study had 11 clusters of themes and 4 major themes were derived from the analysis: “parallel lines of conflict,”“anxiety about unclear future,”“disorganization of identity,”and “my own way to learn about myself.”These four major themes are structured chronologically to the extent possible but are not mechanically segmented based on time. Conclusion: This study recognizes the seriousness of PA nurses’problems in the absence of research on PA nurses’role adaptation experience and recommends that appropriate research is necessary. Standardized work guidelines and positive awareness of the role of PA nurses are necessary and are supported by PA nurses to establish their position as professionals.

The original third places concept conveyed the offering of much-needed settings for social comfort, thereby complementing the absence of equal opportunities at home (1st place) or in the workplace (2nd place). 3rd place is a crucial term to connect customers’ social needs, perception of service encounters, and the service provider’s managerial operation. Following the Covid-19 outbreak, various distancing forces have impeded previously intense social interactions featuring human-human contact. The increased use of contactless services and social distancing measures has impacted these. Such measurements refer to mandatory actions to maintain a fixed physical distance from others (i.e., two meters or six feet) via seating arrangements or suggested signage. While such compliance practices successfully limited the spread of Covid-19, they were also a signal of regulated behaviors and acceptable personal boundaries. The current study addressed this question by conducting experiments in three scenarios: a café, restaurant, and sports stadium. Following Pine and Gilmore’s experience typology, the three represent a passive absorptive experience, an active absorptive experience, and an immersive experience.

Gastro-tourism extends beyond what to eat, but also the attractiveness and the environment. It encompasses a tourist experience journey starting from pre, during, until post-travel. Gastro tourism in the new normal engages with traditional vs novel value of experiences. This study aims to answer how Gen Z experiences gastro tourism and the impact of digital technologies using surveys on Tiktok Ads followed by an experiment with an immersive culinary adventure using 3D visual technology.

This study, based on mixed method research design, explores the mechanism by which online service provider experiences are indirectly influenced by service interactions (service manner and need identification) in a rarely explored context (e-learning service and digital product/online MBA). While the service provided by employees is argued to play an important role in consumers’ evaluations of service performance (Vasconcelos et al., 2015), the impact of service interaction on experience (combining credence service theory and customer experience theory) has to date not been explored.

An important segment, tourism e-commerce live streaming (TEcLS) has emerged as a new marketing channel actively embraced by destination marketing organizations (DMO) and tourist firms due to the COVID-19 pandemic. China, Japan, Australia, and many other nations have been selling such tourism products on various platforms. Live e-commerce generates a real-time interactive virtual environment that can be called a livescape. However, many tourism destinations or companies are unaware of the marketing science implications of live streaming and are unsure of their effectiveness or the intricacies of marketing live streaming. Previous research has explored the factors influencing consumer purchase behavior from the product, technology, and live-streamer perspectives, arguing that the advantages of breaking through time and space constraints, strong interactivity, the experience of reality, technological ease of use and usefulness, and celebrity aura encourage online purchases. However, limited investigation has been carried out on the impact of customers’ value-co-creation in livescape when watching tourism live streaming on their purchase intentions considering the key role of engagement. This calls for specific investigation of the phenomenon to facilitate live streaming design and tourism marketing. This study aims to explores the factors influencing consumer purchase intentions in the livescape based on a value co-creation research framework. Compared to traditional e-commerce, livescapes provides the “many-to-many” social presence and an immersive value co-creation platform. Thus, we focus on why and how social presence inspires customer engagement, ultimately leading to purchase intentions. This study finds that, as a crucial marketing tool, the social presence of tourism livescapes can promotes customer engagement, which in turn results in intentions to purchase tourism live-streaming products. Additionally, the mediating role of inspiration (inspired-by and inspired-to) between social presence and customer engagement is examined to reveal the influence mechanism in the tourism context. Finally, this study examines how to create an effective tourism livescape to enhance tourists social presence experience and inspire their engagement, which in turn increases their purchase intention.

Since the impact of COVID-19, the tourism and hospitality (T&H) practitioners have become increasingly aware of the crucial role of technology. The metaverse, which combines multiple emerging technologies, has become a hot topic that can take customers' experience in T&H to the next level. Previous research has already indicated that industrial practitioners should begin to consider business transformation to face the era of the metaverse. The metaverse is a continuum from the digital worlds to the physical worlds, with the convergence of physical and virtual worlds in the middle. Digital worlds include mirror worlds that simulate and reflect the real world and the virtual native, an innovative digital world. The digital twin has been mentioned as being created for destinations, hotels, and resorts, relying on the internet of things (IoT) as a crucial component of metaverse technology. However, previous studies have rarely explored the role of the IoT in the metaverse, particularly for T&H customers' metaverse experience. Therefore, this study aims to explore the role of the IoT in customers' metaverse experience in T&H and provide a clear picture for industrial practitioners to take steps into the metaverse. Exploratory research was adopted, including document analysis, literature review, and in-depth interviews with twelve international metaverse-related company experts. Moreover, this research adopted the thematic analysis technique to analyze the data; the theoretical bases include the Task-Technology Fit (TTF) and the components of metaverse as the lens and framework to develop this research. The findings uncovered three scenes of T&H metaverse experiences, including mirror scenes (that reflect the physical and real world in the digital worlds), convergent scenes (that combine the digital and real worlds), and virtual native scenes (that mainly create a whole new virtual scene but still connect to the real world). All of these scenes require IoT to connect the physical world and digital at different levels. Such as, mirror scenes strongly need digital twin techniques through IoT to enhance the authenticity and synchronicity of digital hotels or attractions to immerse guests. Under a convergent scene, connecting via IoT devices to display visitors' paths in the attractions simultaneously or a message board with IoT functionality for users’ social interactions simultaneously. In a virtual native museum, even though users stay in a whole new virtual world, IoT techniques can transfer users from the real world to the virtual world and make them feel physically present. The results provide practical implementations to integrate the IoT into T&H, increasing customers' metaverse experience and enhancing the creative and innovative aspects of the T&H experience.

Customers’ service experience is related to the perceived state in the process of interacting with the target at various channel touchpoints (Kaushal & Yadav, 2023). Furthermore, positive customers’ service experiences can increase the repurchase intention of buyers by strengthening the interconnection and cooperation between buyers and suppliers in business-to-business (B2B) firms and reinforcing corporate competitive positioning.

Customer experience is a top priority for business executives and a competitive ground for marketing. Business-to-business (B2B) customer experience is more intricate as it involves multiple actors with distinct roles and objectives, necessitating more customization and knowledge. Hence, it is paramount for organizations operating in the B2B space to understand and enhance the customer experience to gain a competitive edge. This complexity is further amplified in cross-border settings where partners face additional differences and distances, requiring even more mutual adaptations than in domestic business interactions. In such scenarios, individuals involved may significantly differ in terms of culture, language, and business practices.

본 연구는 9년 이상 활동 중인 부모교육 강사 4명과 경기도교육청에 재직 중인 학부모지원전문가 4명을 대상으로 하였다. 이 연구의 목적은 부모교육 강사들이 경험한 가정 내에서의 다양한 역할 경험과 능동적인 배움 경험에 관하여 이들의 내러티브를 통해 돌아보고 깨달음을 다시 경험하는 과정에서 의미를 찾고자 하는 것이다. 또한, 본 연구는 이러한 역할 경험과 배움 경험이 평생학습시대에 부모교육 강사에게 요구되는 역량과 민주시민으로서 부모교육 강사의 역할에 어떤 영향을 미치는지 심층적 면접을 통해 드러내고자 하였다. 연구 결과 부모교육 강사의 다양한 역할 경험과 능동적인 배움 경험은 평생학습시대 부모 교육 강사에게 요구되는 역량에 직결되기 때문에 평생학습의 좋은 사례가 되고, 또한 민주시민의 역할을 촉진하는데 도움이 되고 있다. 본 연구는 향후 부모교육 강사에 대한 이해와 인식개선, 그리고 전문성 강화교육 및 프로그램 개발에 기초가 될 수 있다는 점에서 그 함의가 있다.

This research aims to assess the current status of online trade relations between Kuwait and Portugal. To do so, we examine how firm managers from Portugal and Kuwait use online platforms to engage customers to enhance firm performance. A set of existing constructs was chosen (Online Experience, Customer Inspiration, Online Customer Engagement, Firm Performance, National Culture), which were included in a proposed model of structural equations, in order to assess the contribution of Online Experience and Customer inspiration to the current status of online trade relations (through Online Customer Engagement), and how these can be improved to the further development of e-commerce between the two countries.

In recent years brands have come under the spotlight for delivering unique and authentic brand experiences. Consumers find themselves looking for brands that add experiential value to their daily life, from a sensory, behavioral, intellectual and relational perspective (Brakus et al., 2009). Moreover, there is a growing demand for brands that are able to deliver their brand promise authentically (Morhart et al., 2015; Schallehn et al., 2014). On this background, our research was conducted in order to examine the role of brand experience and brand authenticity in generating brand love. In addressing this issue, the present study attempts to perform a test on research hypotheses by empirically validating the proposed conceptual model in a cross-country context (Japan and Portugal) for the brands Apple and Samsung. Additionally, it analyses the moderating effect of self-authenticity in relation to brand experience and brand authenticity. Data collection was done using a structured questionnaire to final consumers, who are owners of Apple and Samsung devices. A total of 574 valid questionnaires were collected regarding Apple brand (Japan = 300; Portugal = 274). Following the testing of the structural equation model, results demonstrate the correlation between brand authenticity and brand experience and show that the greater the self-authenticity, the higher is the effect of brand authenticity on brand love. It is worth noting however that the direct and moderating effects are different for Apple and Samsung in Japan and Portugal. This accounts for the cultural differences in how consumers perceive the experiential and authentic brand value propositions and how they relate emotionally to brands. Our study also provides important managerial implications by helping brand managers to understand how to drive passionate and intense feelings towards brands and to target consumers who are looking for compelling, meaningful and authentic brand experiences.

We aim to determine the level of Image Interactivity Technology which can create an optimal engagement on the online consumer’s experience while surfing on hotel websites. Our model includes three personal traits as moderating variables and will be tested through a mixed approach (i.e. experiment, interview and questionnaire).

The effectiveness of global brands is traditionally measured by its ability to turn the brand’s target audience into consumers. Yet the focus on consumption overlooks the significance of customer equity within non-target audiences. Studying this phenomenon has become increasingly important with the advent of the internet and cross-border mass-communications which expose brands to global non-target audiences. Yet, little is known about how consumers who have no experience with the brand anticipate such experience purely based on brand popularity? Also, little is known how are components of the global brand personality particularly active in shaping the anticipated brand/customer experience? Thus, this study examines customer anticipated experience of a global brand - Hard Rock Café, in Ukraine. The conceptual model focuses on the relationship between brand popularity with brand excitement and competence and their influence on customer perceived value of the anticipated brand experience and the impact of the perceived value on customer liking of the experience and intention to engage with the brand. Using 214 Ukrainian respondents, the conceptual module was supported with significant implications for global brand engagement in target and non-target audiences.