This study aims to determine consumer-brand relationships in the HOSPITALITY INDUSTRY. The data gathered for the purpose of this research adds to our understanding of consumer-brand relationships as a novel generation marketing tool. This data was generated through a structured questionnaire,a total of 250 customers who used profiles of five (5) hotels were surveyed. These hotels were all ranked five stars and located in Tehran, Iran. The data was examined using Structural Equation Modelling (SEM). The findings revealed that the HOSPITALITY INDUSTRY has positive intentions to adopt consumer-brand relationships in order to enhance relationship quality and achieve satisfaction and brand loyalty. The study expands upon existing research on the components of consumer-brand relationships. Furthermore, the partially supported mediation outcome of brand satisfaction is also addressed. Implications, limitations, and future research directions are also discussed.

Nowadays, manufacturing and service industries are trying to have a green orientation in their field of activity. However, the concept of greenwashing, which is a kind of mental deception of the audience, is the opposite of green orientation, and the upcoming research aims to examine the components of this concept in the hotel INDUSTRY and provide solutions to deal with it. The current research has a developmental approach and theme analysis was determined as the method of data analysis. The experts of this research are 15 experts in HOSPITALITY and health matters, who were selected by purposeful sampling. Also, the data collection tool is a semi-structured interview. Data analysis shows that environmental greenwashing, social greenwashing, lexical greenwashing, legal greenwashing, and food greenwashing are the dimensions of the concept of greenwashing in the hotel INDUSTRY. Also, with digital tools and the correct culture we can deal with greenwashing. Introduction Nowadays, manufacturing and service industries are trying to have a green orientation in their field of activity. However, the concept of greenwashing, a kind of mental deception of the audience, is the opposite of green orientation. The upcoming research aims to examine the components of this concept in the hotel INDUSTRY and provide solutions to deal with it. Materials and Methods The present research has an exploratory approach in terms of its nature and a developmental approach in terms of its goal, and theme analysis was used to analyze the data. The experts of this research are 15 experts in HOSPITALITY and health matters, who were selected by purposeful sampling. Also, the data collection tool is a semi-structured interview. Discussion and Results Data analysis shows that environmental greenwashing, social greenwashing, lexical greenwashing, legal greenwashing, and food greenwashing are the dimensions of the concept of greenwashing in the hotel INDUSTRY. Conclusions It is possible to deal with the phenomenon of greenwashing by using new digital tools, increasing public awareness, and enacting restrictive laws. Highlights Introduction Nowadays, manufacturing and service industries are trying to have a green orientation in their field of activity. However, the concept of greenwashing, a kind of mental deception of the audience, is the opposite of green orientation. The upcoming research aims to examine the components of this concept in the hotel INDUSTRY and provide solutions to deal with it. Materials and Methods The present research has an exploratory approach in terms of its nature and a developmental approach in terms of its goal, and theme analysis was used to analyze the data. The experts of this research are 15 experts in HOSPITALITY and health matters, who were selected by purposeful sampling. Also, the data collection tool is a semi-structured interview. Discussion and Results Data analysis shows that environmental greenwashing, social greenwashing, lexical greenwashing, legal greenwashing, and food greenwashing are the dimensions of the concept of greenwashing in the hotel INDUSTRY. Conclusions It is possible to deal with the phenomenon of greenwashing by using new digital tools, increasing public awareness, and enacting restrictive laws.

With the advent of the sharing economy, peer-to-peer accommodations around the world have had much success. These accommodations offer benefits such as low prices and a variety of services. One of the ways that tourist-friendly countries have exploited the potential of these accommodations and can help these accommodations to operate more successfully is to use the potential of tourist co-creation. On the other hand, in recent years, special attention has been paid to the consumption experience in the HOSPITALITY INDUSTRY. Therefore, the purpose of this study is to present a new model using related literature, including the dimensions, determinants, and consequences of the co-creation experience of tourists in peer-to-peer accommodations. For this purpose, the seven-step meta-synthesis method established by Sandelowski and Barroso was used. Sixty-three qualitative articles were identified and analyzed using the thematic analysis method. The results identified the six dimensions of control, learning, connection, personalization, authenticity, and autonomy as dimensions of the co-creation experience. Also, factors related to the host, factors related to the customer, factors related to other customers and the local community, factors related to technology, and factors related to the accommodation were identified as determinants and variables of functional value, cost value, social value, and experiential value were identified as consequences.