Beldona, Srikanth; Kher, Hemant V.; Lin, Kunwei - In: Journal of Hospitality and Tourism Technology 13 (2022) 2, pp. 333-347
Purpose Regulatory focus theory proposes that people make decisions and engage in the pursuit of goals based on either promotional goals indicating sensitivity to gains/nongains or preventional goals reflecting sensitivity to losses/nonlosses (Aaker and Lee, 2001). The purpose of this study is...
