The present work tests the effect of the online differentiation strategies employed by rural accommodation enterprises (RAEs) among different segments of the tourist population. More specifically, the following aspects are identified: (1) the different tourist segments that undertake rural tourism; (2) the various online differentiation strategies adopted by RAEs; and (3) the effect of these online differentiation strategies on tourist behavior, by segment (in terms of perceived value). The results reveal that when the main motivation of tourists is to experience the destination itself, it is strategies based on convenience and rural identity that most influence perceived value; when tourists are more motivated by enjoying the services and facilities provided by the RAE, strategies based on convenience and reputation are those with the strongest influence on perceived value; and when tourists are interested in undertaking activity holidays, it is strategies based on convenience, reputation, and rural identity that most influence perceived value.

Plain packaging, combined with pictorial health warnings, may reduce the capacity of packaging to be distinctive and a badge product. Altering pack design in such a way would make it more difficult for tobacco companies to create a favourable image of their brands and may help to reinforce the ability of the population to protect themselves from the dangers of smoking.

Purpose The purpose of this study is to identify the core responsible leadership (RL) practices that are most relevant to small- and medium-sized enterprises (SME) restaurants. Furthermore, the authors adapt scales to measure these practices and conduct a pilot study to evaluate their impact on business performance in such establishments. Design/methodology/approach Exploratory sequential mixed methods are used to fulfill the research aims. In the first phase, a set of definitions and practices associated with RL are derived from a systematic literature review. Second, a projective method of data collection is applied, involving a panel of 16 experts. Third, a fuzzy cognitive map is developed, which captures the responses of 40 owners or general managers of SME restaurants. Findings Twenty-five practices are identified from the systematic literature review. The results show the five leadership practices that match the order of importance assigned by the experts: societal orientation, ethics, stakeholder involvement, power-sharing and environmental orientation. The relevance of those five practices is validated to explain SME restaurants’ financial performance and innovation performance. Practical implications Innovation is the key to advancing business sustainability and resilience, and the results identify the specific RL practices that enable improvements to be made in innovation performance among SME restaurants. Originality/value This paper identifies the RL practices that are particularly relevant to the tourism field (specifically, the restaurant industry), offers measurement scales for those practices and provides empirical evidence of the relationship between these RL practices and business performance in SME restaurants.

Purpose-Each culture is defined by norms, beliefs and values which influence and complicate individual thoughts and actions. Cultural intelligence (CQ) is a novel concept that reflects the ability of individuals of certain cultures to adapt to the general conditions of a different society. This study aims to explore the relationship between CQ and technology adoption in the form of intention to use the internet. Design/methodology/approach-This quantitative empirical study, based on data from a questionnaire completed by 201 university students, proposes three models to analyse the direct, indirect and moderating influence of the CQ on intention to use the internet. Findings-The study reveals that CQ has an indirect influence on the intention to use the internet. Originality/value-Most research to date has focused on analysing the influence of CQ in the crosscultural field. This work contributes to the development of the concept of CQ as a decisive factor in a globalised world and analyses its impact on the internet, a tool that is fundamental at all levels.

Le paquet de cigarettes est un outil marketing essentiel pour l’industrie du tabac : à travers des éditions limitées, des logos, des couleurs et des visuels attractifs, la promotion du tabac est assurée par ce vecteur de communication dans les pays comme la France où la publicité est interdite. Afin de réduire l’attractivité du packaging, l’OMS préconise les paquets de cigarettes neutres ou standardisés dont la couleur et la forme seraient identiques pour toutes les marques. Dans cet article, le concept du paquet neutre est testé sur 540 Français âgés de 15 à 25 ans exposés, dans une étude expérimentale, à différents paquets Marlboro (un paquet « normal » ou un paquet générique gris ou blanc ou marron). Les répondants sont interrogés sur les perceptions à l’égard du paquet et les intentions d’achat. Les résultats indiquent que les paquets neutres, en comparaison avec le paquet « normal », réduisent l’attractivité, les intentions d’achat et augmentent la visibilité des avertissements sanitaires. Les paquets neutres blanc et gris donnent l’impression que les cigarettes qu’ils contiennent sont plus légères, alors que le paquet gris augmente les envies d’acheter le produit. Ces résultats indiquent que le paquet neutre est pertinent pour réduire l’attractivité du packaging des produits du tabac. Cette étude suggère également que la couleur des paquets neutres doit être choisie avec précaution pour améliorer leur impact (le marron semble le plus pertinent).