This study investigates the role of Chat-GPT with augmented reality applications in enhancing tourism experiences in Thailand, focusing on behavioral intentions and innovation adoption to reduce stress in the tourism industry. The research addresses two key objectives: identifying factors driving consumers’ behavioral intentions to adopt AR apps and evaluating the robustness of a modified innovation framework for analyzing these intentions. A conceptual model integrating innovativeness, attitudes, perceived enjoyment, and revisit intentions was developed and tested using Structural Equation Modeling with data from 430 Thai tourists who have one to three years of mobile application experience. The findings highlight that service and technology innovation significantly influence perceived enjoyment and attitude, which in turn mediate the impact on behavioral intention to adopt augmented reality applications. At a significance level of p < 0.001, perceived enjoyment and attitude were identified as critical determinants of BI, underscoring the importance of intrinsic user experiences. Tourists are more likely to adopt augmented reality technologies based on personal perceptions and enjoyment rather than external recommendations. This research provides actionable insights for stakeholders in the tourism technology ecosystem, including technology providers, marketers, and policymakers. By emphasizing the interplay of social, emotional, and hedonic factors in shaping user attitudes, the study introduces a robust framework for advancing augmented reality applications in tourism. The findings underscore the importance of user-centric design to drive technology adoption and offer strategic guidance for developers and entrepreneurs aiming to enhance tourism experiences through innovative augmented reality solutions.

The global economic recession has caused pessimism in terms of prospects of sales recovering in the future. The present study is an attempt to investigate the cost stickiness behavior by focusing on specific characteristics of companies. The research was done through documentary analysis and access to quantitative data, with the use of statistical methods for analysis as panel data. The statistical population of the actual study included all companies listed on the India stock exchange from 2017 to 2021. They were selected after screening 128 listed companies. The regression method was used to examine the relationship between variables and to present a forecast model. The results of testing the first hypothesis showed that companies’ costs are sticky and according to the results of this hypothesis, an increase in costs when the level of activity increases is greater than the level of reduction in costs when the volumes of the activities are decreased. The results of the second hypothesis showed a remarkable relationship between the cost stickiness and specific characteristics of companies (size, number of employees, long-term assets, financial leverage, and accuracy of profits forecast). Based on the third hypothesis, there is a notable difference between cost stickiness at different levels of specific characteristics of companies. Therefore, the results show that environmental uncertainty such as COVID-19, increases cost stickiness.

Leadership behavior is a critical component of effective management, significantly influencing organizational success. While extensive research has examined key success factors in road management, the specific role of leadership behaviors in road usage charging (RUC) management remains underexplored. This study addresses this gap by identifying and analyzing leadership behavior dimensions and their impact on management performance within the RUC context. Using a mixed-methods approach, focus group discussions with industry practitioners were conducted to define eight leadership behavior dimensions: Central-Level Leadership Guidance (LE1), Local-Level Leadership Guidance (LE2), Central-Level Leadership Commitment (LE3), Local-Level Leadership Commitment (LE4), Subordinate Understanding from Central-Level Leadership (LE5), Subordinate Understanding from Local-Level Leadership (LE6), Work Motivation (LE7), and Understanding Rights and Obligations (LE8). These dimensions were further validated through a quantitative survey distributed to 138 professionals involved in RUC management in Vietnam, with the data analyzed using structural equation modeling (SEM) and partial least squares (PLS) estimation. The findings revealed that LE3 (Central-Level Leadership Commitment) had the strongest direct impact on management performance (MP) and mediated the relationships between other leadership dimensions and management outcomes. This study contributes to the theoretical understanding of leadership in RUC management by highlighting the centrality of leadership commitment and offering practical insights for improving leadership practices to enhance organizational performance in infrastructure management.

This study explores the factors that affect consumer adoption of reusable packaging in South Korea’s food delivery market. Adopting a mixed-method that includes interviews and an online survey of 137 consumers aged 18 to 30, the analysis, using an ordered probit model, reveals key drivers of the likelihood of switching to food delivery services using reusable packaging. Positive influences include environmental concerns, intention to take action on disposable packaging, willingness to pay extra, and awareness that reusable packaging does not require washing. However, challenges such as hygiene concerns and higher delivery fees deter consumers from switching to reusable package option. Demographic factors like living arrangements and gender show minimal impact. In response to the findings, the study suggests strategic solutions, including a pilot program, to overcome barriers and effectively demonstrate the benefits of reusable containers.

In the era of rapid technological development, the integration of technology in education has become crucial (Hashim et al., 2022). The digital transformation of education requires universities to transform their traditional operational models, strategic directions, and teaching practices, re-examine their own value propositions, and promote high-quality innovative development in universities. Transformation and change bring challenges to organizational management, especially leadership. Can digital leadership positively influence the innovative behavior of university teachers? Can digital leadership improve organizational innovation performance by influencing innovation behavior? These questions urgently need to be answered through practical surveys of digital transformation in universities. From March 2024 to May 2022, we conducted a survey of 1142 participants from 12 universities in Kunming, southwestern China. Our research findings indicate that digital leadership has a positive impact on the innovation performance of university organizations; Innovation behavior plays a mediating role between digital leadership and organizational performance. These findings provide new insights into the potential mechanisms by which digital leadership influences organizational innovation in universities. The research findings emphasize that in the process of transforming traditional operational models, strategic directions, and teaching practices in higher education, in order to achieve high-quality innovative development, it is necessary to attach importance to digital leadership and continuously stimulate innovative behavior.

This study aimed to explore the indirect effects of appearance-related anxiety (ARA) on Instagram addiction (IA) through sequential mediators, namely social media activity intensity (SMAI) and Instagram feed dependency (IFD). The study also aimed to provide theoretical explanations for the observed relationships and contribute to the understanding of the complex interplay between appearance-related concerns, social media usage, and addictive behaviors in the context of IA. A sample of 306 participants was used for the analysis. The results of the sequential mediation analysis (SMA) revealed several important findings. Firstly, the mediation model demonstrated that SMAI mediated the relationship between ARA and IA. However, there was no direct relationship observed between ARA and SMAI. Secondly, the analysis showed that IFD acted as a second mediator in the relationship between ARA and IA. Both ARA and SMAI had significant direct effects on IA, indicating their individual contributions to addictive behaviors. Furthermore, the total effect model confirmed a positive relationship between ARA and IA. This finding suggests that ARA has a direct influence on the development of IA. The examination of indirect effects revealed that ARA indirectly influenced IA through the sequential mediators of SMAI, IFD, and ultimately IA itself. The completely standardized indirect effect of ARA on IA through these mediators was found to be significant. Overall, this study provides evidence for the indirect effects of ARA on IA and highlights the mediating roles of SMAI and IFD. These findings contribute to our understanding of the psychological mechanisms underlying the complex relationship between appearance-related concerns, social media usage, and the development of IA.