Purpose: The COVID-19 pandemic and the travellers’ behaviour towards travel risk is an emerging issue. Nonetheless, the travellers’ perceived COVID-19 impacts, travel risk perception, health and safety perception and travel avoidance concerning protection motivation theory is unnoticed....

Purpose: This study aims to examine how the degree of value co-creation affects Chinese customers’ evaluations of new tourism and hospitality services, and how the outcome quality moderates this relationship under different conditions. Design/methodology/approach: The proposed hypotheses are...

Purpose: By adopting retrospective evaluation theories, this study aims to explain how innovations provided by separate suppliers in the tourism value chain influence tourist’s perceived value of the overall experience and further uncover which innovative product attributes are more effective...

Purpose: Based on Butlers’ Tourism Area Life Cycle (TALC) model and stakeholder theory, this paper aims to propose an integrative model to examine the perceived impacts of cross-border mega-infrastructure development within the China–Pakistan economic corridor (CPEC). It was hypothesised...