Purpose This paper aims to explore the impact of live streamer authenticity (LSA) on
purchase intention in tourism e-commerce live streaming, with a focus on boundary …

This study investigated the impact of ChatGPT's recommendation quality and ethical
concerns on travelers' acceptance, satisfaction, and perceived trustworthiness. Results …

Experiments are frequently used in the travel and hospitality literature to provide stronger
evidence of causal relationships between various constructs. Recently, despite the use of …

Social media in the prevailing era has changed the attitudes and lifestyles of all individuals,
especially university students. Given its importance, this study examines the impact of …

Airlines emphasize the importance of upselling strategies to ensure successful revenue
management. This study provides empirical evidence for psychological pricing strategies …

Social commerce revolutionized the marketing of accommodations through online
campaigns, social media promotions, and development of landing pages. Marketing, at its …

Given the surge in consumer demand and rapid inflation, businesses have turned their
attention to premiumization as a means of market segmentation. Building upon previous …

Purpose The objective of this study is to elucidate the influence of reference price on
consumers' willingness to buy (WTB). Additionally, the study seeks to investigate the impacts …

Variations in sales promotion in e-commerce impact online purchase decisions. Managers
of e-commerce marketplaces must comprehend the effects of sales deviations on purchase …

Price transparency is a vital factor in consumers' judgements and decisions. When selecting
a bundled vacation package, travelers are often influenced by transparency in the prices of …