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Volunteer tourism, as an alternative to mass tourism, has grown significantly since the 1970s, sparking a growing research interest in the subject. However, little research has been conducted about Asian volunteer tourists. The purpose of this study is to compare the strength of perceived behavioral control with self‐efficacy to predict volunteer tourists' intentions within the theory of planned behavior. Meta‐analysis is also used to examine the effect size of the independent variables derived from the theory of planned behavior. Study results indicate that self‐efficacy is a stronger predictor than perceived behavioral control in predicting volunteer tourists' future behavioral intentions.

The main purpose of this research was to investigate the reciprocal nature of trust in a service provider, established through consumer involvement in value co-creation. Grounded in service-dominant logic and social exchange theory, the study used an existing consumer-generated co-creation contest by a popular U.S.-based coffee-shop brand. When examining customer involvement with value co-creation (N = 510), the covariance-based structural equation model test of recursive versus sequential trust models revealed that trust served as both a significant antecedent and an outcome of value co-creation and is reciprocal in nature. The findings provide support for trust networks as necessary condition for successful value co-creation. Finally, theoretical implications for service-dominant logic and social exchange theory are presented and practical implications discussed.

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The scope and range of topics of well-being vary in approaches, locations, targets, study goals, units of analysis, and theoretical underpinnings, signifying that the study of well-being in the services industries is indeed multidimensional and highly complex. The main goal of this special issue was to contribute to this growing body of research by inviting scholars to submit conceptual, empirical papers, and case studies/best practices across all facets of the service industries. Thus, the special issue is intended to publish research that builds on existing well-being/QOL theory, research, and practice to suggest new ways of providing and improving services and service design.Evidence from the growing field of service research and allied fields reveals that there are ample opportunities to suggest how well-being and QOL research can be applied in different service settings. The scope of such opportunities is huge, as one can imaginethe service industries is a multifaceted sector with complex offerings and experience settings. These opportunities can be empirically investigated and translated to best practices and case studies encouraging application. This special issue is an attempt to do just that, namely, provide a vehicle to publish empirical investigations, best practices and case studies for others to emulate and replicate. For this special issue, initially we had received over 15 abstracts representing different facets of the service industries across the globe. After the initial selection, the submissions were subjected to a double-blind review, resulting in nine papers that were included in the special issue. The included articles have brought scholars, representing ten countries globally with diverse areas of expertise.

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