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The purpose of this paper is to investigate the importance of culture as a motivator for young generations to travel and their willingness of using crowdfunding to sustain culture.

Using a mixed-methods sequential exploratory design and through a quantile regression analysis for count data, a sample of 1,721 Italian young people is examined.

The analysis reveals that culture is a significant factor for a trip’s motivation among young generations and crowdfunding represents a key alternative instrument for financing culture.

The research fills the gap in extant literature by clarifying the role of culture in the choice of a touristic destination by young generations. This is a significant achievement since understanding the motivations is crucial to attract tourists at a specific destination and it represents a relevant insight for policy makers.

The purpose of this paper is to provide a comprehensive analysis of international marketing (IM) studies within the context of banking and finance (B&F), articulating its significance and relevance in view of the growing influence of this topic in the global economy.

The systematic review methodology was applied for the purpose of identifying the relevant studies, as well as the key themes and dominant concepts. In establishing a quality benchmark for the review results, the final sample included articles published in peer-reviewed academic journals ranked 3, 4 and 4* in the ABS 2018 journal list, a common practice in existing systematic review studies.

Based on a systematic review of 66 studies, the results reveal that the topic has grown and continues to expand within the broader IM field over the past 35 years. From the proposed integrative framework, it is possible to identify the links between several IM subjects and B&F topics, highlighting a different intensity of studies and in-depth analysis among the various specific areas investigated.

The authors map and critically evaluate the extant IM research in B&F context for the purpose of increasing its coherence, scope and international dimension. Finally, the authors present a multidisciplinary, integrative framework that organizes the existing literature, provides the theoretical basis for scholars to further expand the boundaries of the domain and serves as a guiding tool for practitioners.