Firms and the territories where they are located are interwoven realities. The evolution of territories is influenced by the strategies adopted by the firms as well as these depend on the characteristics and dynamics of the region where they are embedded. The interconnection between firms and territories is thus a key issue for the understanding of the development of both businesses and territories. This issue is particularly important for the tourism industry inasmuch as the attractiveness of a region depends not only on the endogenous resources of the territory but also on the spatial interaction established by companies. In this context, the purpose of this paper is to clarify the reciprocal influence between firms and tourist destinations. For that, the paper analyses the case of a tourist resort established in the Douro valley, a region in northern Portugal classified by UNESCO as World Heritage Site and where Port wine is produced. On the basis of a qualitative methodological approach, the study aims at understanding (i) how firms' strategic actions influence the structure and dynamics of the region where they are located, and (ii) how the regional characteristics influence firms' evolution. The study shows that local actors are likely to condition the possibilities of interaction or ways to act in the market, develop new activities on the basis of innovative ways to combine their resources, connect with other actors of the focal firm's network and create new competences. On the other hand, the inability of local actors to interact with the focal firm can limit its strategic options and, consequently, the impact on the dynamics of the territory as a whole.

PurposeThe aim of the article is to analyze the effect of cause-related marketing on the attitude–behaviour gap of green consumption in the cosmetics industry. Specifically, the authors examine the relationship between attitude towards the environment, attitude towards green consumption, subjective norms of green consumption, green consumption intention, green consumption behaviour and cause-related marketing.Design/methodology/approachA cross-sectional research design was used to test the results of a random sample of 241 respondents and quantitative research was conducted using the data collected through an online questionnaire.FindingsThe research expanded the current knowledge on the effect of cause-related marketing on consumers’ green purchase behaviour and the findings suggested that green cosmetics producers and sellers should clearly define their target audience before choosing the type of cause-related marketing, as it mainly influences those consumers who have a positive attitude towards green consumption.Research limitations/implicationsThe implications of the research are relevant for marketing specialists, managers and agencies who are looking to promote green cosmetics products.Practical implicationsBefore promoting green cosmetics products, it is important to understand who the target consumer is and whether they have a positive attitude towards the environment, green consumption and also if they are affected by acquaintances’ opinions.Originality/valueThe study contributes to the already existing academic literature by providing a greater understanding of the effect of cause-related marketing on the attitude–behaviour gap of green consumption.

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The relevance of the tourism industry to the overall sustainability of rural territories grows along with the demand for rural tourism destinations. Likewise, as the digital transition of rural tour operators takes place, their marketing initiatives also evolve towards a digital nature, which is why it is crucial to comprehend how the overall calibre of these activities might affect the perception of rural places, while also motivating tourists’ travel intentions and, as a result, promoting the general sustainability of the destination. Thus, in this paper, we propose a novel conceptual model based on Delone and McLean’s representative model of Information Systems Success Model, on Tan and Wu’s arguments on tourism destinations’ image relationship with tourists’ visit intentions, and also on Verma’s tourism destination brand equity concept. To validate the proposed model, an online focus group was developed involving several specialists whose opinions and perspectives corroborated the potential adequacy of the proposed artefact and, consequently, assumed its contribution and value. From this validation process, it was possible to highlight that digital marketing initiatives’ overall quality influences both rural destinations’ image and tourists’ intention to visit these territories, that a positive image will trigger tourists’ visit behaviour, and that these behaviours represent a valuable asset to rural destinations’ global sustainability.

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