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Purpose Many tourism destinations are now facing the problem of overtourism, and destination management organisations (DMOs) are in search of an effective and sustainable solution. With this as a foundation, the purpose of this study is to identify factors causing overtourism at popular tourism destinations and to propose an alternative solution to overcome this phenomenon. Design/methodology/approach The research design is based on an inductive and a deductive approach. The paper draws its conclusion from secondary and tertiary data (literature review and online research). Findings The study shows that Trexit (tourism exit) is not a sustainable solution to overtourism and that an alternative strategy may be adopted to tackle this phenomenon. The overall outcome shows that if sociological factors, business factors, technological and economic factors are addressed, the effect of overtourism may be managed and controlled. Practical implications The findings of this piece of research refer to a Just-in-Time strategy for managing overtourism. The findings could be useful to practitioners, as the study proposes an alternative means to overcome overtourism and manage destinations without affecting visitor flow and profitability. Originality/value This research fulfils an existing research gap, as it proposes an alternative solution to tackle overtourism. The proposed model also helps to provide a broader insight of the dynamics surrounding overtourism at tourism destinations. In so doing, it advances the existing body of knowledge by providing new inputs to a topic that has not been discussed, namely, Trexit or tourism exit.

Rosé wine consumption in France has tripled since 1992 and, in 2020, accounts for a third of the total national consumption. The objective of our article is to analyze the revolutionary success of rosé wine in France in the Millennial Generation. We mobilize the concept of social representation, which constitutes an understanding of the social transformations in progress for a given social group. We carry out in-depth qualitative research based on conversations with millennial rosé wine consumers. Our results show that the representations of rosé wine for this group are based on five dimensions: (a) product quality and refusal of sophistication, (b) color of the rosé wine, (c) freedom, (d) immediate pleasure and sharing with friends, and (e) its feminine personality. This transgressive capital explains the consumption behaviors of the Millennial Generation reflecting the group’s will to break traditional wine codes familiar to previous generational groups. This sociocultural model differs from that of the Baby Boomer Generation, which was marked by the valorization of terroir and sophistication and based on masculine archetypes and red wine. Rosé wine thus marks a generational and sociological break in the representations of wine in France, which we can describe as a rosé wine revolution in the 21st century. The predictive capacity of the Millennial Generation suggests a growth in rosé wine consumption in the years to come. We recommend to rosé wine producers seven strategic axes, which reconcile the point of view of the producer and the consumer.

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Supporters are consuming more and more sporting events through digital platforms. Brands should adapt to these new consumption patterns in order to strengthen their connection with their customers. Today, researchers and practitioners can create more interactive and enjoyable experiences through virtual reality (VR) applications. Through two studies conducted on VR during sporting events, we show that mentally representing the touch experiences of players on the field reduces the psychological distance between the supporter and the player, which strengthens the supporter's attachment to the team and, through the same attachment, to the sponsor (Study 1). We also highlight that these positive effects of VR compared to real touch (using a player's jersey) is linked to the improvement of immersion, which stimulates touch imagery (Study 2). We discuss the implications of this research for theory and practice in the sports business and other sectors.

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