Video bloggers, also known as vloggers, continuously create and share authentic videos on popular platforms like YouTube. Travel influencer vloggers (called vloggers in this study) influence their audience by sharing their trip experiences and giving reviews about destinations and travel brands....

Based on the secondhand data of the hotel industry, this paper conducts an empirical test in order to study the relationship between within-group multimarket contact (WGMMC), service diversity and consumer rating. Besides, this paper also analyzes the moderating role of market reciprocity and...

This paper identifies for the first time the optimal target markets employing the latent tourism demand expenditure, a novel concept in tourism literature. The study quantifies latent tourism demand between each pair of origin-destination through distinguishing by type of tourism and seasonality....

Current tourism landscape and dynamism of the business environment have increased market competitiveness in the high-contact service industry. Hotel operators must now pay greater heed to customer retention by exploring ways to improve customer engagement and experience. Toward this end, this study ...

This special issue seeks to explore how tourism providers meet the demands of present-day tourists who on the one hand strive to see the world and on the other are constrained by religious and traditional obligations. The special issue identifies six strategic areas that reveal how the two parties...

Destination image formation theory postulates that the way tourists perceive a destination - the destination's image - affects tourists' destination choice. Organic destination image - which develops naturally, without an active effort by anyone to shape destination image - is more powerful than...

Value co-creation (VCC) appears as one of the key trends in marketing and management to reactivate the connection with customers. The main objective of this study is to analyze the chain of direct effects: VCC -> Brand Equity (BE) -> Customer Satisfaction (SAT). Furthermore, this research attempts...

The application of marketing strategies and advance technology to encourage customers' sustainable behaviour intentions is a critical issue and is receiving increasing attention in terms of sustainable hotel operations and resource allocation. This study used structural equation modeling (SEM) in...

This study proposes the concept of the 'paradox destination' as a novel destination positioning strategy for destination marketers. A paradox destination strategy describes the situation where a destination delivers a brand identity with contradictory personalities. Four experiments were conducted...

Our research examines how consumers' political ideology affects their intention to stay at hotels that have donated rooms to homeless people during the COVID-19 pandemic. We propose that conservative consumers are less likely than liberal ones to stay at hotels that have donated rooms to homeless...