Generation Z, known for its digital fluency and distinct consumer behaviors, is an increasingly influential demographic in the tourism industry. As a sustainability-focused generation, their preferences and behaviors are shaping the future of travel. This study explores the tourism experiences...

Many firms are making net-zero and carbon neutral pledges. In principle, these pledges should help consumers identify sustainable options, but often they do not correspond to meaningful actions. In response, both in the U.S. and in Europe, courts and policymakers are requiring firms to disclose...

The current context underscores the growing importance of online formats, prompting managers to focus on creating positive online experiences. This qualitative study examines seven types of online Airbnb experiences using a grounded theory approach and data triangulation. Our findings extend the...

Führung von Dach- und Produktmarken in komplexen Markenarchitekturen -- Impression Management zur Stärkung von Dachmarken -- Zentrale Erfolgsfaktoren bei Portfolio-Werbung -- Einführung einer neuen Produktmarke durch Portfolio-Werbung -- Konkrete Handlungsempfehlungen zur Führung von...

I: Gestaltung eines Erwartungsmanagements als Herausforderung für das Dienstleistungsmarketing -- 1. Bedeutung eines Erwartungsmanagements im Dienstleistungsbereich -- 2. Forschungsziele und Forschungsfragen -- 3. Gang der Untersuchung -- II: Schaffung einer theoretischen Basis für die...