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Purpose – The purpose of this paper is to investigate the correlation between customer experience and brand equity for a homestay establishment in Eastern Taiwan. Design/methodology/approach – Visitors staying at Yuehetang Rural Residence (YRR) during the month of January 2013 were surveyed,...
Purpose – The purpose of this study is to propose a model investigating the effectiveness of travel blogs as a relationship marketing tool. Specifically, the mediating role of online relationship quality (RQ) dimensions between the attributes of blogs and e-loyalty is modeled. Furthermore, the...
Purpose – This paper aims to discuss visitor behaviour and net present value (NPV) of the only theme park in Turkmenistan – Turkmenbashi World of Fairytales. Design/methodology/approach – Visitor behaviour, in terms of allocating time and expenditure to different parts of the theme park, is...
Purpose – This study aims to use Simon’s theory of strategies to explain Ever Rich’s strategies for introducing innovation. Ever Rich is a very successful duty-free shop in Taiwan that makes profits by improving airport lobby/terminals and enhancing Taiwan’s tourism brand image. This...
Purpose – The purpose of this paper is to investigate the role of nostalgia in destination image, experiential value and their effect on subsequent behavioral intention. Nostalgic-themed tourism product is becoming popular in many countries. Design/methodology/approach – The survey used...
Purpose – This paper aims to examine the user’s willingness of golfers toward the use of GPS navigation based on the technology readiness and acceptance models. Design/methodology/approach – This study developed the research structure based on the theory of the technology acceptance and...
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