Since 2019, major travel destinations worldwide have issued travel-related restrictions against COVID-19. There is much research on tourism, but few studies have been conducted to explain the relevance of revisiting intention from the perspective of the epidemic or the dramaturgical theory. The purpose of the research is to explore the impact of customer experience on revisit intention during the period of COVID-19 slowdown by using dramaturgical theory. This study used a survey methodology, and the questionnaire was distributed on an online questionnaire platform. The URL of the questionnaire was published on social media (such as Facebook and LINE) to collect data from 389 samples of people who have foreign travel experience. The data was analyzed by employing partial least square structural equation model (PLS-SEM) methodology with the help of the statistical software “SmartPLS”. The research findings are as follows: 1) setting, audience, and performance are the three important elements of dramaturgical theory that impact the experience quality; 2) customer experience of tourists has a significant impact on the experience quality; 3) experience quality has a significant positive impact on the experience value and relationship quality; 4) experience value and relationship quality are important predictors of revisit intention. This study provides academic implications regarding the use of dramaturgical theory in relation to customer experience and relationship constructs in the context of tourism. Furthermore, it also provides some practical implications to tourism practitioners and managers, which would assist tourism industries in developing successful marketing strategies for the possible recovery of COVID-19.

Hybrid learning (HL) has become a significant part of the learning style for the higher education sector in the Sri Lankan context amidst the COVID-19 pandemic and the subsequent economic crisis. This research study aims to discover the effectiveness of hybrid learning (EHL) practices in enhancing undergraduates’ outcomes in Sri Lankan Higher Educational Institutions (HEIs) management faculties. The data for the study were gathered through an online questionnaire survey, which received 379 responses. The questionnaire contained 38 questions under four sections covering independent variables, excluding demographic questions. The results indicate that hybrid learner attitude, interaction, and benefits of hybrid learning positively impact the effectiveness of hybrid learning. The results remain consistent even after controlling for socio-demographic factors and focusing only on students employed during their higher education. The study concluded that employed students have a higher preference for the effectiveness of hybrid learning concepts, and the benefits of hybrid learning play a crucial role in enhancing the effectiveness among undergraduates. The study analyzes COVID-19’s impact on higher education, proposing hybrid learning and regulatory frameworks based on pandemic experiences while stressing the benefits of remote teaching and research.

The growing attention paid to industrial tourism can be seen as one of the major trends in cultural tourism and marketing and has given currency to the proposition that customer experience of industrial tourism acts as a direct personal source of information about their perceptions of companies visited and is essential for customer relationship management of companies. This study applies the service theater theory and proposes a model to explore the structural relationships among theatrical elements of industrial tourism (including setting, performance, and actor), the dimensions of customer experience (enjoyment, learning, and escape), and customers’ behavior intentions. A survey of 500 industrial tourists in a transparent factory in the health food industry was conducted in Zhuhai, Guangdong, China. The results of structural equation modeling indicate that two theatrical factors (setting and performance) relate positively to all dimensions of customer experiences. In contrast, the theatrical factor “actor” only relates positively to the learning experience. Furthermore, all dimensions of customer experience, in turn, positively affect customers’ behavioral intentions. This study will be helpful for corporate managers and tourism organizers who aim to develop and implement marketing strategies based on the service theatre theory to improve their services.

In recent times, there has been a surge of interest in the transformative potential of artificial intelligence (AI), particularly within the realm of online advertising. This research focuses on the critical examination of AI’s role in enhancing customer experience (CX) across diverse business applications. The aim is to identify key themes, assess the impact of AI-powered CX initiatives, and highlight directions for future research. Employing a systematic and comprehensive approach, the study analyzes academic publications, industry reports, and case studies to extract theoretical frameworks, empirical findings, and practical insights. The findings underscore a significant transformation catalyzed by AI integration into Customer Relationship Management (CRM). AI enables personalized interactions, fortifies customer engagement through interactive agents, provides data-driven insights, and empowers informed decision-making throughout the customer journey. Four central themes emerge: personalized service, enhanced engagement, data-driven strategy, and intelligent decision-making. However, challenges such as data privacy concerns, ethical considerations, and potential negative experiences with poorly implemented AI persist. This article contributes significantly to the discourse on AI in CRM by synthesizing the current state, exploring key themes, and suggesting research avenues. It advocates for responsible AI implementation, emphasizing ethical considerations and guiding organizations in navigating opportunities and challenges.

This paper delves into the analysis of the physical flow patterns of users and its subsequent influence on their purchasing behavior. The research methodology encompassed surveying a substantial sample size of 400 users actively engaged with travel applications. The gathered data underwent meticulous analysis employing a combination of descriptive statistics and structural equation modeling techniques. The findings from this study have unveiled noteworthy insights into user behavior within travel applications. It is evident that the inclination to engage with the system has a substantial and positive impact on users’ purchase intentions. Moreover, the motivation behind users’ system usage has a direct bearing on their purchase intentions, primarily mediated by the enjoyment derived from the overall experience. This research underscores the pivotal role played by travel applications in the contemporary travel industry landscape. As travelers increasingly rely on digital platforms to plan their trips and make informed choices, understanding the intricate dynamics of user engagement, motivation, and subsequent purchasing decisions within these applications is paramount. This deeper comprehension not only sheds light on consumer behavior but also empowers businesses to tailor their offerings and enhance user experiences, thereby solidifying the indispensable position of travel applications in the ever-evolving travel sector.