Purpose: The impact of colour is acknowledged within the marketing field. However, research on colour communication is limited, with most prior studies focusing on pre-defined meanings or colour associations. The purpose of this paper is to reveal insights into colour meaning and propose an...

This chapter focusses on travellers’ pursuit of silence. This quest may be a counteraction to the current invasion of noise in everyday life. Silence has become something rare, unique and exclusive – which conveys luxury in its pristine and simplest form. The study focussed on silence in the...

Purpose This study aims to explore factors affecting travellers’ food-related behaviour by focusing on the local food market. By doing so, the study contributes to the research on food experience in tourism and food-based regional development. The local food phenomenon presents essential...

Purpose: The aim of this study is to explore the contextual influences of packaging design and its cues on respondents' preferences. Design/methodology/approach: To explore the contextuality of packaging cues, a multi-attribute valuation technique, conjoint analysis was used for two types of...

Purpose: The purpose of this study was to explore what luxury represents to contemporary consumers in their own life contexts. Design/methodology/approach: A mixed-methods qualitative approach was adopted that comprised individual, personal interviews and focused interviews with small groups....