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The purpose of this paper is: to explain the relative influence of attitude, subjective norm, and perceived behavioral control on purchase intention of the 2010 FIFA World Cup sponsored products; and to compare the purchase intention of American and Korean spectators toward sponsoring products...
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The relationship between tourism development and its impacts on resident attitudes toward tourism has been widely discussed in literature. Not much attention, however, has been paid to residents’ role in tourism from the perspective of place identity theories. Based on a conceptual framework...
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