Although the number of empirical applications of partial least–squares structural equation
modeling (PLS-SEM) in tourism has increased in the last two years, Assaker, Huang, and …

In a highly competitive market, marketing staff are always looking for solutions to strengthen
what can be called their destination values (unique place, services, and human resources …

Destination image influences tourist behavior before, during, and after travel, as it is an
important instrument which contributes to tourists' loyalty. Although) advocates that the …

Event Studies is the only book devoted to developing knowledge and theory about planned
events. It focuses on event planning and management, outcomes, the experience of events …

This paper explores determinants of brand equity and the role of destination familiarity for
travel intentions in culinary tourism from the perspective of foreign tourists. This analysis …

In the current climate of severe competition among tourist destinations, the importance of
brand equity in tourism marketing is increasing. This study looks at the impact of branding in …

This study assessed whether a celebrity writer endorsement affects festival brand equity and
attachment to a festival destination. Subjects were non-residents who attended a local …

Mixed reality technology is being increasingly used in cultural heritage attractions to
enhance visitors' experiences. However, how the characteristics of mixed reality affect …

The purpose of this article is to provide an integrative review and future directions for
research in arts marketing by highlighting the social and cultural mechanisms by which …

Despite the importance of destination image in market competitiveness, and the popularity of
the field within tourism literature, there remains a dearth of published research examining …