Xu, Jing Bill; Yan, Libo - In: Consumer Behavior in Tourism and Hospitality 19 (2024) 3, pp. 437-446
Purpose This paper aims to highlight unconventional or underused theories that can be considered for the study of hospitality and tourism consumers. The authors discuss how these theories can be applied. Design/methodology/approach This research paper is conceptual and descriptive in nature. The...