Previous studies have found relationships between variables that predict happiness and engagement. While this suggests that engagement is a basis for generating customer happiness, the literature does not provide sufficient confirmatory evidence. Thus, the effects of different engagement intensities remain unclear. Focusing on conditions related to the Starbucks brand, this study analyzed how (1) passive and active engagement impacted customer happiness and (2) happiness impacted word of mouth (WOM) and purchase intention. Data were collected through an online survey among 802 Peruvian customers, all of whom were recruited via non‐probabilistic sampling. Because two exogenous variables were considered formative (i.e., customer engagement and customer happiness), a partial least‐squares structural equation model (PLS‐SEM) was used for the analysis. In sum, engagement (both passive and active) significantly and positively impacted customer happiness, which then positively impacted WOM and purchase intention. Given that engagement is associated with variables that are broadly related to happiness, this study makes new contributions by (i) clarifying how customer engagement can generate customer happiness, (ii) identifying differences between active and passive engagement, and (iii) adding evidence for use in the debate on the purpose of marketing and traditional practices such as engagement. As discussed in the paper, these findings have theoretical and practical implications for brand managers.

Globalization and changing lifestyles are generating new forms of tourism, including visits to short break destinations. The objective of this study is to propose a definition of short break destinations and to present the dimensions of the attractiveness of tourist destinations. The methodology consisted of reviewing the literature of 64 academic publications. The result shows the determinants that should be considered in the definition of short break destination and the following dimension are proposed: 1) naturals resources, 2) cultural and historical resources, 3) social factors, 4) tourist services and 5) infrastructure.

Researchers have explored the antecedents and consequences of recovery satisfaction by creating, improving or using scales. However, scales should be invariant among contexts and cultures. Using item response theory (IRT), a methodological approach that helps measure items, we evaluated some constructs related to it. Results, limitations and future research are discussed.