Purpose The purpose of this paper is to provide meaningful information to sport organizations that have just recently started hosting sporting events in a new market and want to build long-term relationships with that market’s consumers. Design/methodology/approach Using self-administered...

Purpose: This study aims to examine the brand tourism effect observed in luxury hotels. The study assumed that when loyal customers of luxury hotels perceive two different types of non-loyal customers, loyal customers’ perceptions might influence their behavioral intention. In addition, two...