Implications of cellular agriculture for hospitality and tourism management research: sustainable development goal perspective.

The global agricultural sector is facing a disruption driven by economics, emerging technology, and environmental and personal well-being. In particular, advances in cellular biology, along with the emergence of novel production techniques such as precision fermentation, are making the mass-cultivation of alternative proteins in vitro for human consumption an economically plausible proposition. Along with technical and ethical questions, for example on the choice of growth medium or policy implications, the prospect of a decentralised, cultured protein supply chain opens up interesting avenues of future research for hospitality and tourism management. How will hospitality and tourism stakeholders react when new technologies give rise to food service and food tourism that is less reliant on conventional animal husbandry and where properties such as taste, texture, mouthfeel, or tolerability can be cultivated from the molecule-up? Using United Nations’ Sustainable Development Goals as a backdrop, this conceptual viewpoint article adopts an applied integrative review methodology to discuss megatrends driving the adoption of a cellular agriculture -based food production system, and puts forward an agenda for future research into cellular agriculture in the context of hospitality and tourism management

Deconstructing immersion in the experience economy framework for immersive dining experiences through mixed reality.

In this study, we test the immersive character in an interactive content narrative developed for Microsoft HoloLens 2 mixed reality glasses in the dining context. We use retrospective think aloud protocol (RTAP) and galvanic skin response (GSR) to explore different types of immersion that can be created through interactive content narratives. Leaning on the core dimensions of the experience economy, we expand the current understanding on the role of immersion through integration of four immersive experience facilitators. The study revealed that these immersive experience facilitators occur simultaneously and can be enhanced through interactive content narrative design. Perceived novelty and curiosity were identified as key determinants to keep consumers engaged in the immersive experience and engage with the content. The study verifies the use of galvanic skin response in combination with retrospective think aloud protocol as a suitable approach to measure emotional engagement potential in interpreting consumers’ recollection of immersive experiences

Designing immersive sustainable food experiences in augmented reality: a consumer participatory co-creation approach

In light of the current debate on the impact of our current food system on climate change and related mitigation strategies, addressing the acceptance of sustainability aspects within consumer behavioral issues is of vital importance. However, the field remains mute on how those strategies can be designed and employed effectively to stimulate sustainable food consumption behavior. Immersive narrative design is a promising approach to engaging consumers in this context. Within this study, we shed light on how to create immersive, impactful, interactive narratives in augmented reality (AR) together with consumers. We propose a novel approach to how those stories can be planned, utilizing participatory design methods. Within a step-wise process, we develop the storyboard together with consumers. In the next step, we evaluate multiple approaches with AR application developers on how this storyline can be enhanced in AR considering the perspective of various stakeholders like developers, behavioral scientists, and consumers. Finally, we propose a conceptual framework for how immersive narratives can be designed and validated in a collaborative, multidimensional approach for impactful AR narrative content designs to stimulate sustainable food behavior for consumers