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.

Business organizations use job advertisements to find and attract the high-quality workforce they need. Skillfully crafted job advertisements not only provide job-related information to job seekers but also help develop a strong employer brand in the employee market. Based on signaling theory and person-environment fit theory, we propose that the content and specificity of information provided in job advertisements influence job advertisement effectiveness through various mechanisms. In a scenario-based experiment on 310 young job seekers, we probed the direct and indirect effects of job advertisement informativeness on job pursuit intentions. Using structural equations modelling and multi-group path analysis, the mediating roles of perceived job appropriateness and ad truthfulness, along with the moderating role of previous employment experience, were examined. By manipulating the information content of a hypothetical job advertisement, we demonstrated that: a) both advertisement informativeness and perceived job appropriateness had positive direct effects on application intentions, while the latter had a greater effect; b) perceived job appropriateness mediated the relationship between advertisement informativeness and job pursuit intentions; c) the indirect (mediated) effect of advertisement informativeness on application intentions was moderated by previous employment experience; d) perceived ad truthfulness did not exert any significant effect on application intentions. These findings imply that HR practitioners should provide specific information in job postings to help candidates, especially those with less work experience, evaluate how well the job suits them and increase their motivation to apply.

The study examines the economic and social impacts of a Southeast Asian multinational company operating in the northwestern region of Hungary, with a particular focus on the local labor market and community responses. The research aims to explore the company’s location choice motivations, its integration process into the local economy, and its cooperation with the local government and communities. The research provides a comprehensive picture of the company’s impacts by employing qualitative and quantitative methodologies—including management interviews and household surveys. The findings indicate that the company has significantly increased employment, enhanced infrastructure, and promoted cultural diversity. However, challenges related to cultural integration persist. The study offers valuable guidance for policymakers and businesses on leveraging the economic benefits of foreign investments and fostering cultural cooperation. Future research could delve deeper into the long-term socio-economic impacts.

The COVID-19 pandemic has shifted education from traditional in-person classes to remote, online-dependent learning, often resulting in reduced learning effectiveness and satisfaction due to limited face-to-face interaction. To address these challenges, interactive teaching strategies, such as the flipped classroom approach, have gained attention. The flipped classroom model emphasizes individual preparation outside class and collaborative learning during class time, relying heavily on in-person interactions. To adapt this method to remote learning, the Remote Flipped Classroom (RFC) integrates the flipped classroom approach with online learning, allowing flexibility while maintaining interactive opportunities. RFC has incorporated short films as teaching tools, leveraging their ability to contextualize knowledge and cater to the preferences of visually-driven younger learners. However, research on the effectiveness of RFC with films remains limited, particularly in fields like nursing education, where practical engagement is crucial. This article shares the practical experience of applying RFC with films in a nursing education context. Positive feedback was observed, though many students still expressed a preference for in-person classes. These insights suggest that strategies like RFC with films could be valuable in maintaining engagement and learning efficiency in remote classrooms.

The emerging growth digital application has driven ecosystems integrating digital banks and e-commerce platforms, enabling seamless, efficient transactions. This study examines the impact of user experience and satisfaction on reuse intention in this integrated environment. Using a mixed-method approach, data were collected through surveys of 471 respondents and interviews with 30 participants. Quantitative data were analyzed using structural equation modeling, while qualitative data were processed through content analysis. Results show that perceived ease of use, usefulness, reliability, value, and risk significantly affect user experience, while perceived security does not. These findings aim to help digital banks and e-commerce platforms design effective CRM strategies to enhance satisfaction and reuse intention.

Artificial intelligence has transformed teachers’ teaching models. This article explores the application of artificial intelligence in basic education in Macao middle schools. This study adopts case analysis in qualitative research, using a total of eight cases from the innovative technology education platform of the Macau education and Youth Development Bureau. These data illustrate how Macao’s artificial intelligence technology promotes teaching innovation in basic education. These eight cases are closely related to the application of artificial intelligence in basic education in Macao. The survey results show that Macao’s education policy has a positive effect on teaching innovation in artificial intelligence education. In teaching practice, the school also cooperates with the government’s policy. The application of AI technology in teaching, students’ learning styles, changes in teachers’ roles, and new needs for teacher training are all influential.