Cultural and creative tourism is emerging in tourism industry with the potential to be
sustainable as an important carrier of traditional culture. This study adopts stimulus …

This study was conducted to investigate the impact of exposure to sponsored events,
involvement with sponsored events, and sponsor-event congruence on attitudes toward …

This study aims to provide a scientific and extensive review of behavioral intention studies in
sports marketing research. Also, it informs directions for further studies that help in …

This study aims to present a theoretical model that would explain the factors influencing
behavioural intention towards Extended Reality (XR) in gaming applications using Stimulus …

This inquiry articulates the co-development phenomenon in which improvisation of tourism
products is created from multiple suppliers across different domains. Drawing on the SOR …

Purpose The purpose of this study is to examine the effect of background music on
consumer's psychological and physiological responses when watching sports …

The rise of professional careers in playing sports has been seen in the recent generation.
Ranging from traditional sports to recent e-games, it can be seen that student athletes are …

Sustainability and sustainable development are two fundamental principles that currently
influence the way sport tourism activities, like those of any other socioeconomic area, are …

Purpose Built upon the balance theory and schema theory, this study examined the impact
of sponsors' intangible attributes, including consumer-based brand equity (CBBE) and brand …

Purpose This study aims to examine the impacts of brand congruity of in-game brand
placement on esports consumers' implicit and explicit memory. Design/methodology …