Anthropomorphism has been identified as an effective marketing and communication tool in
the hospitality and tourism industry. However, the application of anthropomorphism is …

The aim of this study is to propose a conceptual framework for building destination brand
credibility. This research proposes a novel framework to explore the antecedents of …

The international growth of medical tourism requires hospital operators to adopt effective
marketing practices to ensure survival and competitiveness. Although there is a burgeoning …

The mascot, acting as an ambassador for a destination, plays a significant role in promoting
tourism development. However, limited research has focused on the cute features of a …

Considering the advancement of generative artificial intelligence and the mental health
challenges faced by hospitality employees, this study proposes and tests a scenario of …

Tourism development benefits from harnessing the prospects of innovative city brands and
motivates management scholars to postulate and investigate evolving motives and …

This study aims to examine the linkages between attributes of integrated resort brands and
customers' perceived values behind behavioral loyalty. Especially, this study focuses on …

Destination mascots have attracted some research interest, but more needs to be done. This
study aims to explore destination mascots from a cognitive appraisal theory-based …

Purpose: This study evaluates the contribution of symbolic brand elements such as the
destination name, logo, and tagline to forming a destination brand. Theoretical framework …

Uneven economic development due to varying strategic resource endowments has led to
increasing competition between cities, regions and countries. This study examines the …