Preserving brand identity is a major challenge faced by B2B brand managers. This study
makes a unique contribution by investigating how to protect brand identity in the B2B context …

This study explored the factors that influence innovation in cultural heritage tourism at a
world heritage site in Udon Thani, Thailand. Adopting a quantitative and survey-based …

Storytelling can be an effective strategy in sha** destination image and personality.
Nevertheless, little research has examined the effect of this construct on destination image …

MICE tourism had become a significant development tool for local economies before the
COVID-19 outbreak. An effective destination brand is one way in which MICE stakeholders …

The concept of “creative tourism”, emerging at the century's start, responds to the “creative
turn” in tourist destinations, aligning with the evolving creative class, clusters, and cities. This …

This study examines the relationship among creative cultural experiences (CCE), cultural
memory (CRM), destination attachment (DAT), cultural learning (CLN), and destination …

Though research on mukbang is becoming popular, however, there are still few empirical
studies on how mukbang affects travel intention. Examining the relationships between …

Purpose: This study explores the knowledge infrastructure, hotspot and development trends
of tourism self-congruity research based on a systematic literature review using HistCite …

This study aimed to create an experience-based tourism model for creative cultural
attractions. This research is mixed in terms of methodology. In the qualitative part, the …

In modern tourism, what is expected are natural beauties, tourism facilities and activities that
can meet tourists' desires and expectations. In order for all of these to materialize …