This study aimed to develop the destination consumption-customer attitude model to explain tourist travel satisfaction and revisit intention with the moderating effect of religious involvement. Data were collected using a survey questionnaire. Respondents of 392 tourists who visited four major Buddhist monasteries in Taiwan have been analysed, and research hypotheses were assessed by employing partial linear square structural equation modelling (PLS-SEM). The findings revealed that destination consumption has positive and significant effects on rational attitude and emotional attitude toward revisiting a destination, which further facilitates travel satisfaction and revisit intention. Furthermore, this study supported the moderating role of religious involvement on the influence of national and emotional attitude and travel satisfaction on revisit intention. The results emphasized that symbolic experiential and functional consumption of a certain religious destination will significantly influence the rational and emotional attitudes toward revisiting the same destination. These results suggested that destination marketer should design a tourist’s destination consumption based on not only functional factors but also symbolic factors (such as self-concept, lifestyle, and destination) and experiential factors (such as entertainment, joy, pleasure, escape). Since the issues of destination consumption were still subject to further validation, this study provided an important reference for destination marketing to develop marketing strategies. The results were also valuable to provide as a theoretical base for further empirical validation.

Employee theft has becoming a serious and challenging issue for all businesses, especially to hotel organizations where employees have easy access to cash, amenities, and other inventories and items. This research is based on the theory of planned behavior, equity theory, and reinforcement theory to study the factors affecting employee theft behavior as well as the moderating effect of the internal control system in the hotel industry in Vietnam. Data were collected through 312 questionnaire responses and 9 in-depth interviews. The results confirmed that personal characteristics, opportunities, unfair compensations, injustice, and unethical working environment do affect stealing behavior at work. Moreover, the internal control system is proved to moderate the attitude and intention to steal to stealing behavior relationships. These results will provide an essential reference for both academicians and professionals to conduct further empirical validation or develop appropriate internal programs to prevent hotel employee theft behaviors.

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Social media usage keeps exploding all over the world which makes it an incrementally important resource to be more competitive in both business-to-customer and business-to-business marketing. However, even though social media has been widely used in B-to-B, previous researches still claim that B-to-B marketers are far behind B-to-C marketers either in the level of use or in the sophistication for social media. Building on the electronic marketing orientation (EMO) proposition and media richness theory, this research conducted a series of in-depth interview to understand inter-relationships between research constructs in a B-to-B context. Using a survey approach, the study shows that organizational cultural and cross-department coordination have significant influence on the implementations, adoption and business performance of B-to-B social media. These results of 103 respondents can prove the important references for academicians to conduct further empirical validations, and helpful for professionals to identify their marketing strategies to facilitate B-to-B business.

As one of the most recent forms of marketing, digital marketing has emerged as the fastest-growing sector of the industry. A large number of academic studies have been published on different aspects of this field. The main objectives of this paper are to illustrate the evolution of the marketing field, examine the research focuses, and identify the future trends of digital marketing research using a combined bibliometric approach of co-word and co-citation analysis. Using the Web of Science (WoS) database, a representative set of 254 academic publications was selected and analyzed by VOSviewer software. The co-citation results represent four main research clusters, including digital marketing and business performance, opportunities and challenges, digital marketing development and research methodology, and digital marketing and customer behaviour. Similarly, the results of the co-keyword analysis reveal six themes, including foundation, digital marketing implications, digital marketing channels, content marketing, business sectors, and emerging trends.