Destination image influences the tourist decision-making process, and their intention to visit, revisit and recommend. Therefore, a positive destination image is considered one of the key destination success factors. Tourists will form the image according to their own or others' experiences and...

The trio of ‘sun, sea and sand’ has been regarded as the conventional combination of attractions that pulled the tourists to a destination and made them completely satisfied. People wishing for relaxation and enjoyment intentionally visited places that were isolated from the outside world...

The phenomenon of internet influencers is among the most discussed issues in marketing to children. The amount of time children spend on the internet increases every year, which increases the risk of becoming the target of influencer marketing. Studying the impact of influencers on children is...

This research explores the relationship between liquor brand representatives and bartenders, its effects on the bartenders’ profession and subsequent theoretical implications from a Persuasion Knowledge Model perspective. Seven senior craft cocktail bartenders who act as both ‘agent’ and...

The aim of this study is to predict Gen Z Consumers’ behavioural intention towards travelling to tourism destinations in the context of sustainability by developing an integrated structural model that incorporates the Theory of Planned Behaviour model with the additional constructs i.e....

The present study unveils the factors affecting the potential behaviour of tourists to visit rural destinations. It also intends to measure the influence of the theory of planned behaviour (TPB) on tourists’ intention to travel to rural destinations, incorporating two additional constructs:...

Purpose - This study constructs the influence mechanism model of sustainable marketing activities (SMAs), event image, commemorative product perceived value and tourists' behavioral intentions (TBIs) in the sports tourism context of the Beijing Winter Olympic Games. Additionally, the article...

This study aims to clarify the strategies implemented by the government in managing city branding and city image on behavioral interest and to prove the impact of intention to visit on the decision to visit. This research is explanatory research using a quantitative approach, namely conducting a...

The study examined the impact of perceived susceptibility of COVID-19 on travel intentions of Pakistani outbound tourists by applying the Theory of Planned Behaviour (TPB). For the purpose of investigation, the data from 170 respondents were analysed to study the mediating effect of subjective...

Mobile application acceptance is an emerging research area that gained wide-spread popularity. Managerially important but the overlooked aspect is mobile applications adoption effect on overseas resident's life satisfaction. Travel applications make users' life easier with a smooth travel...