Purpose: This study aims to examine the moderated-mediation impact of consumer involvement and destination preference on travel intentions. Stimulus-Organism-Response (SOR) and elaboration likelihood model (ELM) guided the conceptual framework of this study. Design/methodology/approach:...

In today's instantly interconnected world, sectors like higher education, which were once considered safe havens, are now being exposed to competitive forces. Education is an experiential service where the active involvement of both the service provider (higher education brand) and the consumer...