This article investigates the concept of customer-based brand equity for a tourism destination, which has been introduced into the tourism literature only a few years ago. Specifically, it investigates whether differences between renewal and repeat tourists exist in their evaluation of a tourism destination. A theoretically proposed model, encompassing the dimensions of awareness, image, quality, and loyalty, was empirically verified for the European tourism destination Slovenia from the perspective of German tourists. The results imply that the dimensions of image and quality play the most important role in tourists’ evaluation of a destination, regardless of whether they are first-time visitors or repeaters. Results also reveal differences in importance for the dimensions of awareness and loyalty between renewal and repeat tourists. Drawing on the results, the article offers some implications for tourism organizations in developing and implementing destination marketing strategies in foreign markets.

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Transition to sustainability is a long-term challenge which should also actively engage consumers, as consumption causes environmental stress. In order to understand how consumers adopt eco-products, we conducted an extensive literature review of green consumerism and presented findings of 47 previous research works. In addition, this study’s aim was to explore whether consumers remain only concerned about the environment or whether they actually make a difference. Moreover, we examined gender differences. Because the relationship between consumers’ environmental concern and purchase intention is not straightforward, we aimed to explore the effect of consumers’ environmental concern on their purchase intention. The purpose of this paper was to explore how consumers’ familiarity with and consciousness of eco-products and their perceived sense of environmental responsibility mediate the relationship between consumers’ environmental concern and their purchase intention. We used structural equation modeling to test the proposed conceptual model based on a sample of 705 Slovenian consumers. Our findings suggest that all the above-mentioned constructs mediate the relationship between consumers’ environmental concern and their purchase intention in relation to eco-products. However, consumers’ consciousness of eco-products has the greatest effect in channeling environmental concern into purchase intention of eco-products. In addition, the findings indicate that female consumers express greater environmental concern, consciousness of eco-products, and perceived environmental responsibility than male consumers. The paper concludes with policy and managerial implications, theoretical implications, limitations of the study, and future research directions based on the findings of consumers’ perspectives.

Export marketing and international business literature support the view that firm size-a reflection of number of employees, and sales-is positively related to export intensity and is a distinguishing factor between internationalized and non-internationalized firms. According to the resource-based view heterogeneous resource profiles that enable firms to achieve competitive advantage in international markets may be also such differentiating factors. On the other hand, as a result of the process of globalization and the increasing number of born global firms, firm age at entry into foreign markets is becoming negatively related to internationalization. Our findings just partly confirm the trends above. Using a regression model on the selected sample of 247 Slovenian small and medium enterprises, we have confirmed the hypotheses that internationalized companies are significantly larger (in terms of sales) and have more specialized resources (human, organizational, and financial resources) than non-internationalized companies. Organizational and human resources and the number of employees were positively and significantly related, while the age of companies at the start of their international activities was negatively related, to the extent of companies' internationalization. Different implications and conclusions for researchers and entrepreneurs are derived.

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This paper presents a conceptual model of international entrepreneurial intention (IEI) through the lens of planned behavior and expectancy-valence theories. Extending the entrepreneurial intentions literature, where attitude to sustainability has started to have an increasingly important influence, to post-launch decisions, we provide an improved theoretical rationale for new venture internationalization, clarify the relationship between entrepreneurial orientation (EO) and IEI, and more closely align the international entrepreneurship literature with mainstream entrepreneurship literature. In this model, IEI is influenced by the entrepreneur’s attitudes to sustainability, learning, risk, work enjoyment, and work effort, moderated by entrepreneur’s perceived feasibility to act entrepreneurially, and determines the firm-level EO, which may culminate in the internationalization of a new or existing venture.