Purpose – The purpose of this paper is to investigate the impact of members’ active participation in customer–brand relationships, considering brand trust and brand commitment in an online community context. It also investigates the moderating effect of monetary sales promotions in...

Purpose – This study aims to investigate the alignment of experience economy design priorities and perceptions of rural wine tourism suppliers (i.e. winery-farm owners, restaurateurs retailers, lodging providers, attraction operators) with tourists’ perceived experiences....