Purpose: The purpose of this study is to examine the role of scent congruence with the brand image in the formation of consumers’ reactions to the atmosphere of a place. Design/methodology/approach: Using a factorial design (i.e. scent congruent with the brand image, scent not congruent and...

Purpose: This paper aims to offer a multi-dimensional scale for measuring the concept of perceived unfairness of revenue management pricing (RMP) in the context of hospitality. Design/methodology/approach: To develop a measurement scale for the perceived unfairness of RMP, the authors conducted...

Purpose – This paper aims to report the findings of an empirical research focusing on Hong Kong online users’ intention to book online tourism products with latest figures. Focusing on the technology acceptance model (TAM), this case study extends the recent research with providing insight...