This paper reviews the Thai national character according to Hofstede’s cultural dimension theory and Komin’s nine values cluster (Psychology of the Thai people), analyses the social hierarchy of Thai consumers according to the Luxury 4P Taxonomy (Han et al., 2010), integrates the Theory of...

Food safety represents a current topic, with significant implications and diverse approaches within the specialized literature. In the context of globalization and integration of agricultural markets, the necessity of guaranteeing food safety is imperative for the functionality of contemporary...

This paper reviews the main marketing strategies applied by the European chocolate industry. It focuses on the role of country-of-origin, product diversification and scenarios, and provides a historical overview of the industry. This is followed by a discussion of the association between a brand...

In this paper, we analysed the relationship between sustainable buying intention (SBI) and marketing strategies (price, product, communication and placement) and We use a theoretical model to test hypothesis via structural equation model by maximum likelihood in AMOS version 19.0 software....

The paper presents theoretical and practical aspects of the impact of arts on tourist experiences. The paper will analyse both theoretical and practical aspects of experience marketing of art's events on tourist experiences. In empirical research, the paper will present results about the...

The early days of tourism development had a näive vision of tourism's impacts on society in terms of economic, social, and environmental benefits. Time has passed, and we have learnt lessons regarding the success and failure of tourism development. Mass tourism development has pros and cons...

This is the first book to focus on crowdfunding in sport. Crowdfunding is an important new financial instrument that is becoming more popular with sports organisations, and this book examines the research evidence for crowdfunding and considers how it might be successfully implemented....

This paper investigates how marketing mix strategies' design affects customer value creation. The paper presents the results of empirical research conducted through a questionnaire that aims to show and determine which elements are key in choosing a bank, the extent to which branches and digital...

We provide evidence that motorists respond to short-run fluctuations in fuel prices at the gas pump and not on the road. Employing variants of censored panel regression to control for unobserved heterogeneity and censoring of the dependent variable, we find that the fuel price has a large and...