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Drawing upon value theory, this study investigates both the enabling and disabling features of marketplaces for consumers in the disability market. Analysis of longitudinal qualitative data collected before and after the introduction of a new disability service provision scheme in Australia offer empirical evidence of such marketplaces that are both creating and destroying value for people with disability and their carers. In some instances, value creation and destruction can co-occur for individual consumers. These empirical insights lead to a theoretical conceptualisation of the marketplace as not being wholly disabling, but rather consisting of disabling and enabling factors. Understanding these factors allows service providers and policy makers to make adjustments in view of maximising value creation and minimising value destruction. [ABSTRACT FROM AUTHOR]

We argue that research aiming to understand or change human behavior must measure real behavior, not just behavioral intentions, to draw valid conclusions. The work highlights the well-established gap between people's intentions and behavior across various tourism and hospitality contexts. Methodologically, we encourage authors not to rely on behavioral intentions and instead measure real behavior. We provide an overview of methods available to capture real behavior either automatically or manually in tourism contexts. The article also introduces a special issue in the Journal of Sustainable Tourism that showcases the measurement of real environmentally significant tourist behavior using diverse methods, such as biometric techniques, big data analytics, field observations, and experiments. We conclude by discussing five issues that prevent studies form drawing causal conclusions about behavior, namely, (i) reliance on behavioral intentions; (ii) a sample that does not reflect the population of interest; (iii) errors in measuring latent psychological constructs; (iv) consumer hypocrisy and social desirability bias; and (v) situational factors and habits. By advocating for a transition towards measuring real behavior, the article and the special issue aim to increase the validity and impact of research seeking to understand human behavior and drive effective behavior change for addressing global challenges. Highlights: Much tourism research aims to understand or change behavior. Yet, behavior is not routinely measured, limiting the validity of findings. This article discusses the many possible approaches to capturing real behavior. This article outlines the most valid research design to study behavior (change). This article introduces the special issue on measuring real behavior. [ABSTRACT FROM AUTHOR]

Encouraging restaurant guests to order vegetarian dishes plays a key role in creating a more environmentally sustainable tourism sector. However, for many consumers eating a meat dish is an important aspect of their enjoyment-focused restaurant experience. Identifying new approaches that support restaurants in selling more vegetarian dishes are urgently needed. Drawing from hedonic psychology and affective forecasting theory, this study tests two interventions aimed at directing ordering towards specific vegetarian dishes in a scenario-based survey experiment with 742 consumers. Results show the potential of affective forecasting as a promising psychological mechanism. Displaying an appetising picture of a vegetarian dish on a menu increases stated ordering of the dish because the picture directs consumer attention to the dish and triggers them to imagine eating the dish. Consumers who imagine eating the dish feel stronger anticipated enjoyment of eating it. Adding to the picture an invitation to imagine eating the dish does not further increase the effect. This study explains the psychological mechanism of how a picture of an appetising vegetarian dish changes food choices and provides restaurants with a cost-effective measure to direct ordering towards more environmentally sustainable dishes. [ABSTRACT FROM AUTHOR]