In today’s rapidly evolving world, the integration of artificial intelligence (AI) technologies has become paramount, offering unparalleled value propositions and unparalleled consumer experiences. This study delves into the transformative impact of five AI activities on brand experience and consumer-based brand equity within the retail banking landscape of Lebanon. Employing a quantitative deductive approach and a sample of 211 respondents, the research employs structural equation modeling to analyze the data. The findings underscore the significant influence of four AI marketing activities on brand experience, revealing that factors such as information, accessibility, and customization play pivotal roles, while interaction has a less pronounced effect. Importantly, the study unveils that brand experience acts as a partial mediator between AI marketing activities and consumer-based brand equity. These revelations not only illuminate pathways for retail banks in Lebanon to refine their AI strategies but also underscore the importance of leveraging AI-driven marketing initiatives to bolster customer equity, acquisition, and retention efforts in an increasingly competitive market age.

This study aims to construct an integrative model for understanding the factors that shape Chinese tourists’ intentions to visit Thailand as a gastronomic tourism destination. In detail, we investigate the relationships among cognitive experiences, emotional experiences, cultural experiences, affective destination image, cognitive destination image, and the intention to visit Thailand for culinary experiences. Utilizing an online survey method to gather 562 Chinese tourists who have experienced Thai gastronomy, this study continues to use structural equation model to process data. The findings reveal that cognitive, emotional, and cultural experiences significantly influence tourists’ affective and cognitive destination images, positively impacting their intention to visit Thailand for its culinary offerings. The affective and cognitive destination images act as crucial mediators, intricately linking these experiences with travel intentions. This approach improves our understanding of the dynamics involved. It also provides practical insights for developing targeted marketing strategies.

The employees in academic sector had to face an abrupt change due to Covid-19 pandemic and transformation of education into online and remote learning. This has led to virtual work intensity as an aftermath that negatively influences employees’ job satisfaction. In addition, due to remote working conditions, the lines between work and life had been dimmed and thus, the current situation is important to be addressed for wellbeing of academic staff. This research specifically aims to examine impact of virtual work intensity on job satisfaction among university staff. Furthermore, mediating effect of organizational support and work-life balance on the aforementioned relationship are analyzed to better understand the underlying effects. Through PLS-SEM and using a questionnaire survey, a total of 183 data were collected from teachers and administrative staff of two universities. The results show that virtual work intensity can hinder job satisfaction, while organizational support and work-life balance can improve job satisfaction of academic employees. This is due to the fact that support, and balance act against work intensity that diminishes wellbeing of individuals. This implies the vital role of organizations (e.g., human resource department) in providing support for their staff, and creating an environment, where academic staff can have a better work-life balance, leading to higher rates of job satisfaction as an important factor for psychological wellbeing.

Climate change has affected the coasts of the world due to numerous factors, including the change in the intensity and frequencies of the storms and the increase in the mean sea level, among others. Argentina has extensive coastal areas, and research and monitoring tasks are expensive and require a significant number of personnel to cover large geographical areas. Given this, citizen science has become a tool to increase scientific research's spatial and temporal extension. Therefore, the paper aims to analyze the methodology and development of the citizen science project in Villa Gesell and its lessons for applying them in future coastal environmental monitoring projects. The methodology was based on an experience of the project co-created between activists and researchers. This project included four phases for social and physical aspects: training for the citizens, theoretic and practical aspects of coastal dynamics, and how to measure its geomorphological and oceanographic variations; data collection: the activists who received the training performed the measurements to monitor the beach; data analysis by scientists; and dissemination of results; the report data were disseminated by citizens in their community. The analysis of case studies in citizen science projects generates a fundamental learning arena to apply in future projects. Among the positive aspects were the phases established for their development and the methodology used to collect beach monitoring data.

 This study employs a virtual reality (VR) game to examine the role of VR gaming in learning Saudi cultural heritage. By creating 3D (Three-dimensional) virtual heritage buildings, the game immerses players in cultural scenes, fostering a lasting appreciation for art history. Objectives include making heritage information dissemination engaging, blending learning and entertainment in a 3D environment, designing a gamified setting for active learning, and igniting interest in culture, tradition, architecture, and art history. This paper further highlights the significance of serious gaming in promoting the Saudi cultural heritage among the younger generation. The research involved immersing 59 participants into a heritage building environment using a VR game and then probing their experience of the environment through a questionnaire. Results indicate positive participant experiences, increased interest in Saudi cultural heritage and appreciation for VR technology. The study demonstrates the potential of VR games to make heritage accessible and enjoyable for the younger generation, motivating further exploration and learning. Valuable resources are provided for individuals and researchers interested in using VR gaming for cultural heritage engagement.

To better analyze the tourist experience of the Jinsha Site Museum, this study adopts a mixed research method, combined with questionnaire surveys, interviews, and online review data, to comprehensively analyze the tourist experience from three dimensions: cognition, emotion, and behavior. After statistical analysis of 223 questionnaire surveys and analysis of 530 online comments, it was found that tourists’ overall satisfaction with the Jinsha Site Museum reached 95.3%. In the feedback on interactive exhibitions, 63.8% of tourists hoped to add more interactive elements and technological applications. The above results indicate that the Jinsha Site Museum has been widely recognized by tourists in providing historical and cultural exhibitions and modern facility services. However, to meet the needs of more tourists, museums should consider innovating and upgrading in interactive exhibitions, adding technological interactive elements, and improving the usability and responsiveness of equipment.