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Unveiling metaverse sentiments using machine learning approaches
Purpose: The metaverse, which is now revolutionizing how brands strategize their business needs, necessitates understanding individual opinions. Sentiment analysis deciphers emotions and uncovers a deeper understanding of user opinions and trends within this digital realm. Further, sentiments signify the underlying factor that triggers ones intent to use technology like the metaverse. Positive sentiments often correlate with positive user experiences, while negative sentiments may signify issues or frustrations. Brands may consider these sentiments and implement them on their metaverse platforms for a seamless user experience. Design/methodology/approach: The current study adopts machine learning sentiment analysis techniques using Support Vector Machine, Doc2Vec, RNN, and CNN to explore the sentiment of individuals toward metaverse in a user-generated context. The topics were discovered using the topic modeling method, and sentiment analysis was performed subsequently. Findings: The results revealed that the users had a positive notion about the experience and orientation of the metaverse while having a negative attitude towards the economy, data, and cyber security. The accuracy of each model has been analyzed, and it has been concluded that CNN provides better accuracy on an average of 89% compared to the other models. Research limitations/implications: Analyzing sentiment can reveal how the general public perceives the metaverse. Positive sentiment may suggest enthusiasm and readiness for adoption, while negative sentiment might indicate skepticism or concerns. Given the positive user notions about the metaverses experience and orientation, developers should continue to focus on creating innovative and immersive virtual environments. At the same time, users' concerns about data, cybersecurity and the economy are critical. The negative attitude toward the metaverses economy suggests a need for innovation in economic models within the metaverse. Also, developers and platform operators should prioritize robust data security measures. Implementing strong encryption and two-factor authentication and educating users about cybersecurity best practices can address these concerns and enhance user trust. Social implications: In terms of societal dynamics, the metaverse could revolutionize communication and relationships by altering traditional notions of proximity and the presence of its users. Further, virtual economies might emerge, with virtual assets having real-world value, presenting both opportunities and challenges for industries and regulators. Originality/value: The current study contributes to research as it is the first of its kind to explore the sentiments of individuals toward the metaverse using deep learning techniques and evaluate the accuracy of these models. 2024, Emerald Publishing Limited. -
Studying the contribution of digital economy on entrepreneurship and innovative systems: pathway to sustainable development
Purpose This study aims to investigate the impact of digital economy on fostering entrepreneurship and innovative systems. Through comprehensive analysis, the study identifies potential contributors shaping the digital economys involvement to entrepreneurship and innovation systems. Design/methodology/approach The study uses a modified total interpretive structural modeling approach which delves into the complex interrelations between digital economy, entrepreneurial activities, innovation ecosystems and sustainable development objectives. In addition, the authors explain the hierarchical structure and mutual influences among various contributors, highlighting critical pathways and feedback loops. Findings The findings from the study illustrate the contributors of digital economy on entrepreneurship and innovative systems such as supporting regulatory framework, information democratization and outreach and awareness at the bottom level. Furthermore, the study assesses the implications of these findings, including economic growth, job creation, enhanced competitiveness and societal well-being. Moreover, it explores the potential for addressing environmental challenges and fostering inclusive development through digital innovation. Originality/value By providing a nuanced understanding of the dynamics between digital economy, entrepreneurship, innovation and sustainable development, this study offers actionable insights for policymakers, businesses and stakeholders seeking to leverage digital technologies for long-term socioeconomic progress. 2026 Emerald Publishing Limited -
Meta AI features on users flow experience and acceptance in the beauty and cosmetics industry: moderating role of Meta AI literacy
Purpose This study aims to integrate Artificial Intelligence Device Use Acceptance, diffusion of innovation and flow theory to explore the impact of innovation dimensions (primary appraisal) on user flow experience (UFEx) (secondary appraisal) and users willingness to accept Meta artificial intelligence (AI) features (Outcome). The moderating role of Meta AI literacy in the relationships among primary appraisal, secondary appraisal and the outcome were also examined. Design/methodology/approach This study used covariance-based structured equation modelling to analyse the data collected from 383 respondents who use Meta AI features for beauty and cosmetic products on social media. Findings The findings of the study indicates that compatibility and observability positively influence users flow experience, which subsequently impacts users willingness to accept Meta AI features on social media. Furthermore, Meta AI literacy positively moderates the relationship between relative advantage, compatibility, trialability, observability and users flow experience. Originality/value This study introduces a unique framework grounded on Meta AI features in social media, particularly in beauty and cosmetics, contributing to the literature on Meta AI, UFEx and willingness to accept. This research makes a novel attempt to explore how Meta AI literacy shapes the links among primary appraisal, secondary appraisal and outcomes. 2025 Emerald Publishing Limited -
Embedding behavioral biases into robo-advisory platforms-case of UAE investors
Purpose: This study aims to identify individuals' biases while making investment decisions and explore how these biases can be incorporated into a robo-advisory platform to help mitigate these biases. This paper identifies eight investment-related behavioral biases: mental accounting, gamblers fallacy, hindsight, regret aversion, disposition, trend-chasing, loss aversion and herding. Design/methodology/approach: This study uses primary data from 263 respondents across various age groups, of which approximately 50 were wealth management professionals in the UAE. A random sampling method from probability sampling is employed to gather the primary data. The identified biases serve as dependent variables; the age and income of individuals serve as the independent variables. Findings: Age and income are significantly related to mental accounting, herding, gambler fallacy and loss aversion. Existing studies on behavioral finance demonstrate that individuals who make investment decisions are susceptible to cognitive fallacies, leading to nonrational investment decisions. Practical implications: By studying these biases affecting individuals of varying ages and income levels, wealth management professionals can tailor their financial robo-advisory services to address these biases and help clients build wealth with consistent investment. Originality/value: This study uses survey-based sampling in the context of the UAE; hence, the data and analysis represent originality. 2024, Emerald Publishing Limited. -
Mindlessness by design: how digital platforms shape the psychological, behavioral and civic experiences of Generation Z
Purpose This paper aims to examine how digital platform architectures shape the psychological, behavioral and civic experiences of Generation Z. It challenges deficit-based views of mindlessness, situating distraction, procrastination and diminished attention within the structural logics of the attention economy rather than individual failure. Design/methodology/approach This commentary synthesizes illustrative and representative evidence from psychological, cognitive, sociological and policy literatures across Indian and global contexts to advance a conceptual account of platform-induced mindlessness as a socio-technical phenomenon, rather than undertaking a systematic or exhaustive review. Findings Excessive smartphone use, algorithmic personalization and media multitasking erode attentional control, academic performance and emotional resilience while weakening face-to-face interaction and civic participation. These patterns reflect engagement-maximization strategies embedded in digital infrastructures and mark a shift from situational distraction to structurally conditioned cognition. Originality/value By reframing mindlessness as a systemic rather than moral issue, this paper advances the concept of structural accountability in digital life. It calls for reforms in platform governance, digital literacy and public policy to promote psychological well-being and civic inclusion through collective and interdisciplinary responsibility. 2026 Emerald Publishing Limited -
Modelling for working capital efficiency: integrating SBM-DEA and artificial neural networks in Indian manufacturing
Purpose: This study aims to present an innovative predictive methodology that transitions from traditional efficiency assessment techniques to a forward-looking strategy for evaluating working capital management(WCM) and its determinants by integrating data envelopment analysis (DEA) with artificial neural networks (ANN). Design/methodology/approach: A slack-based measure (SBM) within DEA was used to evaluate the WCME of 1,388 firms in the Indian manufacturing sector across nine industries over the period from April 2009 to March 2024. Subsequently, a fixed-effects model was used to determine the relationships between selected determinants and WCME. Moreover, the multi-layer perceptron method was applied to calculate the artificial neural network (ANN). Finally, sensitivity analysis was conducted to determine the relative significance of key predictors on WCME. Findings: Manufacturing firms consistently operate at around 50% WCME throughout the study period. Furthermore, among the selected variables, ability to create internal resources, leverage, growth, total fixed assets and productivity are relatively significant vital predictors influencing WCME. Originality/value: The integration of SBM-DEA and ANN represents the primary contribution of this research, introducing a novel approach to efficiency assessment. Unlike traditional models, the SBM-DEA model offers unit invariance and monotonicity for slacks, allowing it to handle zero and negative data, which overcomes the limitations of previous DEA models. This innovation leads to more accurate efficiency scores, enabling robust analysis. Furthermore, applying neural networks provides predictive insights by identifying critical predictors for WCME, equipping firms to address WCM challenges proactively. 2024, Emerald Publishing Limited. -
Understanding learner adoption of generative AI-powered Ed-Tech applications by dissertation-based master students
Purpose This study aims to investigate the elements that influence master students' behavioral intentions to use generative artificial intelligence (AI) in educational contexts. It examines attitudes toward technology, effort expectancy and performance expectancy, with knowledge sharing as a mediating variable, to develop targeted interventions for enhancing the adoption of generative AI in Education Technology (Ed-Tech). Design/methodology/approach The study uses a stratified random sampling method. This sampling technique ensured that participants from various academic disciplines and dissertation themes were well-represented in the sample, thereby increasing data variety and representativeness. The population size was approximately 6, 034, and a sample of 392 participants was chosen for the study. The study employed a tripartite approach, utilizing IBM SPSS and AMOS to evaluate the validity and reliability of the investigated constructs. Structural equation modeling was then applied to test the proposed hypotheses. Findings The results emphasize the importance of Ed-Tech competencies, effort expectancy and performance expectancy in determining students' intent to use generative AI. Furthermore, the mediating role of knowledge sharing emphasizes its influence on technological adoption. Originality/value This study provides practical implications for academic institutions by informing tailored approaches to optimize student learning outcomes, dissertation progress and graduate employability. Through a comprehensive framework, it aims to promote inclusive technology access and create an environment conducive to maximizing the potential of generative AI-Ed-Tech in enhancing student success. 2026 Emerald Publishing Limited. -
An integrated model to predict students online learning behavior in emerging economies: a hybrid SEMANN approach
Purpose: The online learning environment is a function of dynamic market forces constantly restructuring the e-learning landscapes complete ecosystemcape. This study aims to propose an e-learning framework by integrating the Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB) to predict students Online Learning Readiness and Behaviour. Design/methodology/approach: A structured questionnaire was used to collect data from 406 students through a survey. The data were analysed using two-stage structural equation modelling and artificial neural network (ANN). Findings: The studys results revealed that perceived ubiquity (PUB) positively influences perceived ease of use, usefulness and attitude. Similarly, perceived mobility significantly influences perceived ease of use and attitude. Furthermore, attitude, subjective norms, perceived behavioural control and perceived usefulness significantly influence readiness to learn online, which further influences students online learning behaviour. The root-mean-square error (RMSE) values obtained from the ANN analysis indicate the models predictive solid accuracy. Originality/value: The study contributes to the existing literature by proposing an Online Learning Behaviour Model by integrating the TAM and the TPB frameworks in association with two additional constructs, PUB and Perceived Mobility. Secondly, this study proposes a unique triangulation framework of recommendations for learners, educators and policymakers. 2024, Emerald Publishing Limited. -
Role of corporate innovation and uncertainty in determining corporate investment of the firm: does financial constraint, executive risk preference and firm risk-taking ability play any role
Purpose: This paper aims to investigate the relationship between corporate innovation and the firms corporate investment. Further, the authors begin with the assertion that the relationship between corporate innovation and corporate investment is impacted by significantly a) uncertain periods, b) financial constraint, c) executives risk preference and d) firm risk-taking ability. Design/methodology/approach: This study has considered non-financial listed companies (774 firms) for the period spanning from 20102022. The authors use a fixed effect regression model within a panel data framework to examine the relationship between corporate innovation and investment. For robustness, the authors use system generalised methods of moments to investigate the relationship between corporate investment and corporate innovation across all the samples. Findings: This study finds a positive relationship between corporate innovation and corporate investment, which means when the firm tries to make some innovation, it will increase its expenditure on fixed assets. However, the positive relationship between corporate innovation and corporate investment reduces with uncertainty. Additionally, financial constraint plays a significant role in determining this relationship. Executives and firms with high risk-taking ability tend to be more inclined to make investments. Originality/value: The study is unique because it determines the impact of corporate innovation on corporate investment. The current literature is focused on corporate innovation and uncertainties. However, no light has been shed on the relationship between corporate innovation and investment. At the same time, the authors have introduced three more variables which play a significant role in determining the corporate innovation-investment relationship. , Emerald Publishing Limited. -
Viewers response towards brand placements credibility in reality shows: does brand image matter?
Purpose This study aims to investigate the impact of brand placements in reality shows on viewer perceptions. Specifically, it aims to explore whether the brand image of a reality show influences the credibility of these placements and how viewers respond to such integrations. By examining this relationship, the paper contributes valuable insights for marketers, advertisers and content creators seeking to optimise brand placements within reality television. Design/methodology/approach A conceptual model based on source credibility theory was developed. The hypothesised relationships were tested using the partial least squares-structural equation modelling method. Data was separately collected through a stimulus-based questionnaire. For the final data analysis, 393 usable questionnaires were used. Findings Through rigorous analysis, the authors unearthed several key findings. Firstly, brands with a positive image significantly enhance the credibility of their placements. Viewers are more receptive to products associated with reputable and relatable brands. Secondly, the seamless integration of brands within the shows narrative fosters authenticity. Viewers perceive placements as less intrusive and more credible when placements align with the programs context. Thirdly, not all viewers respond uniformly. Demographics, lifestyle and viewing habits influence how brand placements resonate. Tailoring strategies to specific audience segments is essential. Originality/value Prior research on brand placements predominantly concentrated on quantitatively investigating films and video games. Nevertheless, these studies have not included viewers consuming behaviours in reality shows. Previous empirical studies in reality shows have not developed a conceptual model incorporating the identified moderator (reality show brand image) to explain the impact of brand placements in reality shows. Finally, this study unravelled the complexities of viewer engagement and its potential impact on consumer behaviour by examining the moderating role of pre-existing brand image on audience receptivity. 2025 Emerald Publishing Limited -
Corporate social initiatives and wealth creation for firms-an empirical examination
Purpose: This study aims to examine whether social initiatives adopted by firms lead to improved financial performance. The authors analyse the impact of different elements of social initiatives on wealth creation for firms in terms of operating and market performance. Design/methodology/approach: The study is based on the social initiative scores of over 4,500 firms collected from Thomson Reuters' ESG database. The study uses two-stage least squares (2SLS) to analyse the relationship between social initiatives and firm performance. Findings: Profitable, mature, capital intensive and firms with high sales growth rate tend to invest more in social initiatives. Firms with high agency costs invest in social initiatives for workforce efficiency, maintaining human rights and product responsibility. The study documents evidence that social investments are value creating mechanism for firms which leads to improved financial performance in terms of operating and stock market performance. Firms with high dividend intensity invest in social initiatives for workforce welfare and human rights initiatives. Investment in employee well-being and community initiatives results in intangible benefits such as improved stock market valuation. Practical implications: The research model has not considered the impact of intervening variables to understand the relationship between corporate social performance and corporate financial performance. Social implications: Firms ought to recognize that social investment is beneficial in terms of value creation of firms as stock market perceive such investments favourably. Firms must focus more on community development initiatives and workforce initiatives for the value creation of firms compared to investments directed towards human rights initiatives and product responsibility initiatives. Originality/value: This study focusses exclusively on the social dimension of the CSR activities. The authors examine the impact of social welfare scores on firm performance by analysing the valuation effects on scores representing workforce, human rights, community and product responsibility. Moreover, the paper also examines the impact of a new dimension of product responsibility on firm performance. They also focus on both aspects of financial performance in terms of operating performance (proxied by ROE) and the joint impact of both operating and market performance (proxied by Tobins Q). This paper contributes to the research on the linkage of social performance to financial performance by observing that firms with high agency cost characteristics tend to invest in social initiatives for work force efficiency, maintaining human rights and product responsibility. 2024, Emerald Publishing Limited. -
Constructing an aggregate financial cycle for India: an analysis of key financial indicators
Purpose This paper aims to develop a financial cycle for India by aggregating key financial indicators from different sectors of the financial system and then comparing it with the business cycle to understand the macroeconomic implications. Design/methodology/approach The research uses various econometric tests to analyze the relationship among the financial indicators before applying the principal component analysis and filtering technique to extract the aggregate financial cycle. After this, the dynamic conditional correlation generalized autoregressive conditional heteroscedasticity model is applied to understand how it interacts with the economy. Findings The result of this study creates an aggregate financial cycle that effectively reflects the most influential components of the financial system, empowering policymakers to measure and safeguard the stability of the financial system and economy. Originality/value The authors contribution lies in the systematic integration of key indicators into a comprehensive aggregate financial cycle for India, which has not been thoroughly explored in existing research. This study also emphasizes the significance of banking sectors and other financial intermediaries that were undermined in the existing financial cycle studies. 2025 Emerald Publishing Limited -
An asymmetric analysis of overall globalization on financial inclusion
Purpose: Financial inclusion is acknowledged as a critical facilitator of the United Nations Sustainable Development Goals agenda for 2030. Therefore, this study aims to examine the asymmetric role of overall globalization on financial inclusion by controlling economic growth, urbanization and population for the selected South Asian countries. Design/methodology/approach: Applying the nonlinear autoregressive distributed lag approach to cointegration explores the impact of overall globalization on financial inclusion in the presence of additional variables like economic growth, urbanization and population in the designed financial inclusion function. Findings: The estimated econometric outcomes show that increasing overall globalization fosters financial inclusion while decreasing overall globalization reduces financial inclusion. Furthermore, a positive (negative) change in economic growth leads to an increase (decrease) in financial inclusion while varying short-run findings. Moreover, both positive and negative changes increase financial inclusion in the long run in connection with urbanization. Although the short-run results are not significant, the study finds that an increase (decrease) in population leads to a decrease (increase) in financial inclusion. Finally, to support the promotion of financial inclusivity throughout South Asia, several policies pertaining to financial inclusion are suggested. Originality/value: To the best of the authors knowledge, this is the first study to examine the asymmetries related to overall globalization on financial inclusion by controlling economic growth, urbanization and population. 2024, Emerald Publishing Limited. -
Beyond the basics: mapping the inflation response to fiscal deficit in India with smooth transition autoregressive model
Purpose: Indias historical fiscal performance has featured elevated deficit levels. Driven by the imperative need for fiscal stimulus measures in response to the crisis, efforts toward fiscal consolidation from 2003 to 2008 were reversed in 20082009 due to the financial crisis. These stimulus actions are believed to have wielded a notable influence on inflation dynamics. Presumably, a high inflation rate hinders growth and inflicts severe welfare costs. Accordingly, the principal objective of this paper is to scrutinise the threshold effects of fiscal deficit on inflation within the context of the Indian economy. Design/methodology/approach: We employed the Smooth Transition Autoregressive (STAR) Model, a robust tool for capturing non-linear relationships, to discern the specific threshold level of fiscal deficit. Our analysis encompasses annual data spanning from 1971 to 2020. Additionally, we have leveraged the Toda-Yamamoto causality test to establish the existence and direction of a causal connection between fiscal deficit and inflation in the Indian economy. Findings: Our analysis pinpointed a critical threshold level of 3.40% for fiscal deficit, a value beyond which inflation dynamics in India undergo a marked transition, signifying the presence of significant non-linear effects. Moreover, the results derived from the Toda-Yamamoto causality test offer substantiating evidence of a causal relationship originating from the fiscal deficit and leading to inflation within the Indian economic framework. Research limitations/implications: The findings of our study carry significant implications, particularly for the formulation and execution of both fiscal and monetary policies. Understanding the threshold effects of fiscal deficit on inflation in India provides policymakers with valuable insights into achieving a harmonious balance between these two critical economic variables. Originality/value: To the best of our knowledge, this study is the first of its kind to empirically investigate threshold effects of fiscal deficit on inflation in India from a non-linear perspective using the Smooth Transition Autoregression (STAR) model. 2024, Emerald Publishing Limited. -
Artificial intelligence (AI) governance in organizational decision-making: balancing autonomy, accountability and transparency
Purpose This study aims to investigate the ethical and practical implications of delegating decision-making to AI systems, focusing on the necessity for a robust governance framework. Specifically, it examines how autonomy, transparency and accountability within AI governance influence organizational decision-making. Design/methodology/approach Employing a quantitative survey methodology, this study gathered data from 452 business owners and managers in Indian IT companies. The questionnaire was disseminated using online platforms and departmental communication channels. Structural equation modelling (SEM) was utilized for data analysis, allowing for the examination of relationships among autonomy, transparency, accountability and decision-making. Findings The findings indicate that autonomy, transparency and accountability significantly impact organizational decision-making processes. Specifically, autonomy and accountability were found to directly influence decision-making, while transparency also played a crucial role. Additionally, social innovation was identified as a significant moderating factor, enhancing the relationship between AI governance and decision-making outcomes. Originality/value This research contributes to the existing literature on AI governance by elucidating the critical role of ethical frameworks in organizational decision-making. By incorporating social innovation as a moderating variable, the study offers novel insights into how AI governance can be optimized to enhance decision-making processes. The application of SEM provides a rigorous analytical approach, facilitating a deeper understanding of the interplay between governance dimensions and decision-making outcomes. The findings have practical implications for organizations seeking to implement effective AI governance strategies in their operations. 2025 Emerald Publishing Limited -
Why small business owners get demotivated? Modeling unwillingness to grow using ISM approach
Purpose: Even after establishing their business successfully, many business owners get demotivated, and it leads to unwillingness to grow. This study aims to propose a comprehensive model that represents interrelationships among various personal factors affecting unwillingness to grow. Design/methodology/approach: The personal factors for unwillingness to grow were identified by extant literature, and expert interviews were conducted to establish the contextual relationships among these factors. The interrelationships among the filtered variables have been done using interpretive structural modeling (ISM) and MICMAC analysis was done to determine the importance of each factor in influencing unwillingness to grow. Findings: In total, 30 personal attributes were identified from previous literature, out of which 15 were selected for the final study. The result identifies 7 variables having a strong impact on unwillingness to grow. These attributes are absence of strong network, lack of vision, lack of proactiveness, reluctance to involve external consultants, absence of/small founding team, lack of ambition and improper attitude. Originality/value: The research attempts to create a bricolage of all the important personal factors affecting unwillingness to grow. Previous researches have used few attributes, but with the help of ISM, a graphical modeling technique, it became possible to draw interrelationship between 15 attributes. Further, with the help of MICMAC, the importance of each attribute was determined. 2024, Emerald Publishing Limited. -
Economic policy uncertainty and corporate inventory holding: evidence from emerging economies
Purpose: This study aims to investigate how economic policy uncertainty (EPU) influences the inventory levels of 6,150 companies in ten emerging economies, specifically Chile, Brazil, China, Colombia, Hong Kong, India, Mexico, Pakistan, Russia and Singapore. Design/methodology/approach: The data used in this study is of quarterly frequency from 2004Q1 to 2020Q4 collected from the COMPUSTAT global database. To estimate the coefficients, this study has employed a two-step GMM model. Findings: We have discovered new evidence indicating a curvilinear relationship, specifically an inverted U-shaped pattern, between economic policy uncertainty (EPU) and corporate inventory holdings. These findings remain resilient when subjected to various rigorous tests. Furthermore, we observe that firms with lower financial constraints are capable of increasing their inventory holdings to a significant extent in the presence of high economic policy uncertainty (EPU) than firms facing higher financial constraints. Originality/value: Our research adds to the expanding body of literature that explores the impact of economic policy uncertainty on firm-level decision-making. We provide fresh evidence regarding the correlation between economic policy uncertainty and inventory holding, specifically focusing on emerging economies worldwide. Furthermore, we make a valuable contribution to the existing literature by examining whether the association between economic policy uncertainty and inventory holdings is influenced by the extent of financial constraints. 2025, Emerald Publishing Limited. -
Motivation continuum and its effect on electric vehicle acceptance in India
Purpose: The motivation to choose an electric vehicle (EV) is guided by principles of personal values, perceived rewards and preferences. While the benefits of sustainable transportation are known, the acceptance of EVs and the motivation to purchase them is not satisfactory in India. An assessment of the motivation continuum, a range of intrinsic to extrinsic personal and societal drives that encourage specific choices, explains the lack of EV adoption in the country. This study aims to examine the effect of motivation types on EV adoption intentions and also explores the moderating role of gender in this context. Design/methodology/approach: By incorporating constructs from the self-determination theory, the study expands on the technological acceptance model. It uses the structural equation modelling method to test the hypotheses and presents an analysis of responses from 351 participants. Findings: The findings suggest that there are significant relationships between external, identified, integrated motivation and EV buying intentions. The influence of gender on EV adoption is also explored. Originality/value: This study provides an in-depth analysis of varied motivational types on EV buying intentions and the moderating effects of gender on these relationships. 2025, Emerald Publishing Limited. -
Fostering cultural vitality and enhancing sustainable urban tourism through international labelling: anethno-morphological exploration
Purpose Cultural Vitality (CV) nurtures creativity, enhances engagement with the local community and supports the art and culture of the place. In quest of exploring the impact of International Labelling (IL) in enhancing CV and reinforcing Sustainable Development (SD), the study pursues a comprehensive Morphological Analysis (MA) and builds a hypothetical framework bridging culture-driven urban tourism with sustainable growth. Design/methodology/approach An ethno-morphological study based on the Durga Puja Festival (India) was adopted to identify the critical dimensions of culture-driven urban tourism. A series of in-depth interviews and cross-sectional studies were carried out to develop a hypothetical research framework for empirical (quantitative) validation thereon. Findings Critical dimensions such as Cultural Investment, Collaborative Partnership and Embracing Glocal Approach were identified as major constructs towards achieving CV of a destination. IL and Responsible Consumption were found to moderate the effect of antecedents and CV upon sustainable growth. Research limitations/implications The present research limits its scope to the geographical boundary within India, keeping cross-boundary research for future study. This study will aid future researchers and scholars in expanding the domain of culture-driven urban tourism. Practical implications The present study bears significance to the urban policymakers, governing bodies, marketers and tour operators in embracing a culture-driven perspective while undertaking a suitable strategy towards developing CV, promoting urban-tourism attributes and vis-vis ensuring its SD. Originality/value This study makes a novel attempt at adopting an ethno-morphological approach and blending culture-driven tourism with sustainable growth while exploring the impact of IL, all together in a research initiative, making it a single-point reference in urban tourism literature. Emerald Publishing Limited