Abstract
Co-branding in the hospitality luxury sector is still understudied in the literature. This study aims at tackling this gap through the analysis of a case of a co-branding strategy between a vinous-concept luxury hotel in Portugal and premium wine brands of domestic producers. Fourteen in-depth interviews with managers of the luxury hotel and wine brand partners supported the exploratory research. This chapter represents a case of qualitative data application to an underestimated topic in the literature from the managers' point of view. The study offers evidence on the benefits for both parties, reasons for adopting co-branding, and partners' selection attributes. The improvement of brand image emerges as one of the main advantages of co-branding with a luxury hotel. Based on the literature review and the interviews with managers, the study proposes a set of hypotheses to be tested in future research. This chapter provides interesting cues for academics and practitioners. © 2021, IGI Global.

Abstract
This article studies the influence of digital marketing in consumers' making process regarding plant-based diet. The investigation was exploratory, and adopted a descriptive method, consisting of 11 face-to-face interviews and four focus groups with plant-based diet adopters and supporters. A non-probabilistic convenience sampling method was used to recruit participants. This study found that supporters differ from adopters of a plant-based diet regarding their concerns with certification and the difficulty in understanding labels.

Abstract
This chapter builds on the main contributions in the literature that associate tourism with student mobility, particularly in Europe, positioning tourism both as a motivator and an enhancer of mobility’s success, namely by developing transversal skills and loyalty to the host destination (e.g. intention to return to the host destination for tourism or work and its recommendation to peers). A qualitative study was conducted with 32 exchange students that spent one or two semesters at the same Portuguese University by using focus groups for collecting participants’ views and experiences. Data was subject to thematic content analysis. Participants in this study agreed that they travel as much as they can during their mobility, being an essential part of their intercultural experience. Their narratives and dialogues evidenced that travelling contributes to developing transversal skills important for their self-awareness and for their future professional careers, such as time management, money management, and intercultural communication. © 2021, Springer Nature Switzerland AG.

Abstract
Despite the current importance of international retirement migration for both academics and practitioners, the extant literature on the topic is still scarce and mostly focused on short-period migration flows from wealthy and northern countries to cheaper and warm-weather destinations. This article aims at shedding light on the role of tourism in prospective migrants' decision-making process, considering the framework provided by the push-pull model, which is often used to explain both migration and tourism. A qualitative study was conducted, comprising ten in-depth interviews with 45+ year-old Brazilian citizens who intend to move to Europe after retirement. Results show that tourism is important for prospective migrants to evaluate possible migration destinations, as some of the most relevant migration pull factors (e.g., safety) are easily assessed during tourism experiences. Participants in this study also carefully plan tourism activities prior to their decision to migrate in order to get a more realistic notion of what the destination is like for residents. Overall, this study demonstrates that tourism is particularly important for several stages of migrants' decision-making process.

Abstract
The main aim of this article is to explore the relationship between tourism experience and international retirement migration. Despite the current trends in international tourism and the marketing efforts of some destinations to attract retired foreigners, contributions in the literature about prospective migrants' decision process are still rare, particularly regarding long-term migration and beyond the traditional north-south flows from the wealthy countries to warmer and more affordable destinations. Building on migration theories and models, including the recently proposed push-pull plus model, this article includes a qualitative study with 12 Brazilian citizens with varying degrees of intention to migrate to Europe after retirement. Results show that tourism acts as an important facilitator of prospective migrants' decision process, functioning as a mediating driver of future migration, by enabling to gather information and to experience the living conditions in the destination. Overall, this article demonstrates that the push-pull plus model is particularly interesting to capture prospective migrants' dynamic decision process. Implications for managers and future research suggestions are also provided.

Abstract
There is a dual challenge for writing content for the internet: conquering search engines and attracting the attention of target audiences. This chapter proposes a content planning and development approach with a triple focus: main keyword power, target audience, and benefit provided. It argues that keyword power, given by its search volume and effective competition level, provides only an incomplete starting point for creating valuable content, as content effectiveness will ultimately depend on the benefit provided for the target audience. A benefit-driven approach to writing valuable and optimized content is particularly interesting for increasing reach, interaction, and involvement, thus being recommended for inbound and content marketing strategies. The phases of benefit-driven content writing are described, from keyword choice to the main optimization procedures.