Purpose – Based on the commitments made when it joined the World Trade Organization (WTO) in 2001, China began to allow the establishment of foreign‐invested travel agencies. During this transition period, China promulgated travel service‐related policies and paid a great deal of attention...

Purpose – Programming of festivals is more and more becoming a source from which the competitive advantages of the festivals may originate. This study aims to conceptualize the dimensionality of programming quality of festivals and empirically test it and its relationships with the...