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Purpose This study aims to demonstrate how greenwashing perceptions shape the effect of environmental concern on post-millennials purchasing behavior. Design/methodology/approach Based on 174 responses gathered through a street survey method from 5 different universities in Turkey, data are analyzed using the statistical package for social sciences software (SPSS 16.0). Principal component analysis is performed to assess the differentiation in factors. Multiple regression analysis is used to examine the effects of the items on the post-millennials purchasing and recommendation behavior. Findings The main findings revealed that the environmental concern trait of post-millennials triggers their green purchasing behavior. When the concern on green products is high, the awareness of perceiving that “if the product is actually green or pretending to be green” is high. When the post-millennials take the greenwashing perception into account, their environmental concern has lower effects on their green behavior. The moderating role of greenwashing between environmental concern and green purchasing is apparent. Greenwashing perception decreases the effects of environmental concern on green behavior. Originality/value The research raises the concept of greenwashing perception that moderates the relationship between environmental concern and post-millennials purchasing behavior. This study also demonstrates that greenwashing awareness has a critical role in creating a purchasing behavior of post-millennials that have environmental concerns.

PurposeThe purpose of this research is to explore and understand the effects of excessive tourism growth on public health, local people and the ecosystem. The secondary purpose of the study is to link excessive tourism growth to social exchange theory, in terms of interchanging key resources of tourism destinations.Design/methodology/approachThis is an exploratory study where qualitative research methods are employed. Telephone interview technique is used to obtain data from academicians who work at various universities in Turkey. Content analysis and thematic analysis with an inductive approach are made by use of MAXQDA software program.FindingsFindings reveal that the satisfaction of local people is an important gain in terms of the economy, but the destruction of the ecosystem due to the excessive crowd, in a sense, overtourism, garbage and too much waste is striking disadvantage based on the responses. Risk of contagious disease, effects on the natural environment and wastes are stated to have huge impacts on the public health and ecosystem.Practical implicationsThe study identifies some implications in terms of imbalance and unfairness among the locals who face with excessive crowds. Managing the effects of excessive tourism growth on vulnerable destinations and local people, controlling the carrying capacity in destinations with anxiety, fear, depression, health problems and low living standards should be taken under consideration. Additionally, finding ways to get rid of infectious diseases (such as increasing health checkpoints at borders, investigating the carrying capacity of destinations) is important for tourism spots.Originality/valueAs a major theoretical contribution, this study links excessive tourism growth to social exchange theory and reveals that the degree of exchanging valuable resources in the destination and the level of interaction between locals and tourists are the most critical points for the well-being of the local community and ecosystem.

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The advancements in robotic technologies, artificial intelligence, and digital applications prepared the grounds for occupations, especially tourist guidance in the tourism industry. The study is one of the preliminary studies in its field having a comparative approach to analyze tourist guidance concerning the development of digital technology from the perspective of tourist guidance students and Turkish professional tour guides. Simple random sampling is used in the study. The first sample is 52 tourist guidance students in a foundation university. The second sample is 20 professional tour guides. A structured interview technique is used to collect data from the students and a telephone interview technique is used for the tour guides. Findings reveal that the guides do not believe that digital development will affect their jobs negatively soon but they know there is a threat of robots with artificial intelligence, the use of digital applications, and smart technologies. They highlight the key tools on their hands such as the human touch and emotions, human expression of feelings about tourist spots instead of digital voices, apps, and virtual tours. More than half of the guidance students think that they are going to lose their jobs to a robot guide. The study enlightens the field of tourist guidance for researchers and organizations.