Purpose This study aims to explore what may have contributed to risk-taking travel behavior during the COVID-19 pandemic and what may be the drivers of satisfaction and intention to travel again. The study compares travelers based on their travel purposes (business, pleasure and visiting friends...

Purpose Image change through visit experience with a destination is a common assumption, yet with rare empirical support to date. Thus, this study treats destination image as an interactive system of cognitive and affective components that are dynamic and changing through the course of an...

Purpose The purpose of this study is to identify the influence of perceived brand color emotions on perceived brand creativity, assess the influence of perceived brand creativity on utilitarian and hedonic values, measure the impact of hedonic and utilitarian values on brand loyalty and evaluate...