The conceptualization of self‐congruity is more than five decades old. However, the
research on its effect on consumer behaviour is still evolving, ensuing the literature …

The asymmetry of tourism information makes social media an important information source.
Previous research has been conducted on the influence of tourist-generated content on …

Brand engagement has become a major topic in brand management, but its application to
the tourism industry remains limited. This study proposes an integrated framework for …

Purpose The purpose of this paper is to present a global view of the research that has been
conducted regarding brand personality by using the Core Collection of the Web of Science …

The presence of fake news via Internet media compels researchers and practitioners to
understand the consequences of this phenomenon on marketing activities. Surprisingly, no …

Purpose The purpose of this study is to review the use of partial least squares-structural
equation modeling (PLS-SEM) in the field of hospitality and tourism and thereby to assess …

Purpose The purpose of this paper is to analyze the influences of brand personality on
consumer behavior, with a special emphasis on the brand love construct. The aim is to …

In hospitality, certain management styles can play a crucial role in achieving positive
employee outcomes. This study aims to investigate how different leadership styles can …

Purpose Augmented reality (AR) is increasingly used in cultural heritage tourism sites for the
enhancement of the tourist experience. However, behavioral intention to adopt AR is …

Purpose The purpose of this (qualitative, multiple-case) study is to determine how small-to
medium-sized enterprise (SME) leaders in Nigeria use information and communication …