Technological advancement provides opportunities for improvements in the methods academics use in their research. Traditional studies of advertising and interpretive material effectiveness typically use self-report surveys ...

Emotions are key drivers of consumption in the tourism and hospitality sector. Therefore, advancing our understanding of the determinants of consumer emotions is critical for tourism and hospitality marketers to effectively ...

Experiential marketing has emerged as an effective strategy to promote hedonic tourism and hospitality experiences through stimulating tourist imagination and positive emotions. This study aims to broaden the existing ...