PurposeIt has generally been anticipated that the growth of Internet technology and e-commerce would result in virtual grocery shopping (VGS) becoming a normal way of life for consumers worldwide. However, the adoption of VGS, except in China and other Asian countries, has been quite slow and there is little understanding for this reason. Using Canada as a research context, the purpose of this study was to investigate the attitudes of consumers towards VGS with a focus on their technological readiness and the impact of the optimisation of consumer learning.Design/methodology/approachA quantitative research methodology was undertaken using cluster analysis with descriptive statistics to segment the different groups of consumers from a sample of 1,034 adult respondents. Structural equation modelling (SEM) was then used to test a theoretical model for consumers’ intention to adopt VGS.FindingsThe study found that the attitudes of consumers towards virtual shopping, convenience motivation, perceived ease of use (PEOU), perceived risk and consumer learning are all factors that impact consumers' intention to adopt virtual food shopping. The research also identified four segments of consumers in the Canadian market based on their attitudes and intention to adopt VGS. These results allow grocers to target the consumer groups favourable to VGS and provide insights on the factors that can be manipulated via marketing strategies to reach these consumers.Practical implicationsRetailers are provided with insights on consumers behaviour that will allow them to target specific segments with shopping modalities.Originality/valueThis research investigated VGS, focussing on consumer learning as a socio-cultural influence as well as the consumer's technological readiness as an intention to adopt to this modality of shopping for food. These constructs have not been investigated by previous studies on food grocery shopping.

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This thesis is an investigation of inter-sectorial linkages between the tourism and agriculture sectors. Tourism presents an innate opportunity to create dynamic service systems that promote sustainable development in both developed and developing countries. The alternative development paradigm promotes tourism inter-sectoral linkages to achieve a more sustainable form of development. Agriculture and Tourism Linkages are generally subscribed to as a means of distributing tourism benefits to host communities in tourism dependent developing countries. The supply of local food to hotels is one channel in which these linkages can be facilitated. For decades, research has found farmer-hotel supply chain relationships to be weak resulting in economic leakages due to high food importation to support the tourism sector (Telfer & Wall, 1996;. A framework within which these linkages can be strengthened is proposed. Instead of the traditional cost-driven transactional management of hotel supply chains, a service-oriented farmers-hotel supply chain is considered. This approach places greater value on local food as it becomes part of the visitors' service experience. Investigations of two hotels' local food supply chains indicated that the service oriented approach contributes to strengthening agriculture and tourism linkages. Strengthened linkages using local food are expected to contribute to solving socio-economic challenges such as; unemployment among the rural poor, low income of farmers, food insecurity and poverty. This research provides useful insights for development planners, policy makers, service sector managers, academics and futuristic thinkers in the tourism industry who are all in search of practical solutions to the tourism development challenge highlighted.iii DedicationThis thesis is in honor of my mother Margaret Mary Joseph for her commitment to ensuring that my siblings and I were educated even though she did not have such privilege.

PurposeThis study was undertaken to investigate whether a service-oriented approach to the local food supply chain contributes to strengthened linkages between accommodation and agricultural sectors, thereby creating value for users.Design/methodology/approachThe qualitative study examined levels of customer/consumer engagement (CE) within theoretical constructs of the service-oriented framework and value co-creation, intangible resources and valued relationship within the value chain and food service. Also, two explanatory case studies were conducted on two accommodation properties.FindingsEmpirical findings indicated that the hospitality business which emphasized a consumer-centric service approach throughout the value chain – both forward (toward the consumer) and backward (toward the supplier) – had greater success in engaging customers. It also highlighted the importance of service leadership.Practical implicationsThe research study provides practical guidance to members of the local food supply chains in the hospitality sector and strategies that can be used to optimize all opportunities to ensure consumers’ needs are met and exceeded as a precursor for repeat business.Social implicationsThe intricacies of services when well understood and applied in hospitality businesses are likely to generate favorable outcomes such as poverty alleviation. Developing destinations invest significantly in tourism as a channel for economic development. Unfortunately, gains are forfeited since limited attention is given to strategically advancing consumer-centric service at the micro level in tourism businesses to the extent that these benefit other stakeholders. Fostering CE and developing a culture of service leadership appear to be critical success factors.Originality/valueThis study is unique and extremely relevant to island destinations as it provides insights using a service management framework in the Caribbean context on how destinations may enhance hospitality business through improved service in island states.

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