Purpose: The purpose of this study sought to identify the main themes linked with wine hotel experiences, based on tourists’ narratives shared online, and to investigate whether these narratives vary according to traveler type. Design/methodology/approach: Content analysis was carried out on...

Purpose: The purpose of this paper is to present a multichannel segmentation approach to identifying customer segments based on actual customer channel usage in the post-purchase phase in the health insurance industry. Design/methodology/approach: A multinomial regression model and count...

Purpose: This paper aims to identify the main themes shared in online reviews by airline travellers, as well as which of these themes were linked with higher and lower value for money ratings. Design/methodology/approach: The research used mixed content analyses (i.e. quantitative and...

Purpose: This paper aims to examine the main determinants of brand equity in the context of brands defined by their region of origin, as is the case for Portuguese green wine. Design/methodology/approach: Data were collected from a sample of wine consumers in Portugal through personal...

Purpose: A key concern in sports sponsorship decisions is knowing under what conditions sponsorship can effectively act as a brand building tool. The purpose of this study is to list attributes to use when examining congruency in the sponsorship of national football teams. The second aim was to...

Purpose: Overall, there is a lack of research using online reviews as a proxy of customer experience when addressing the study of tourism in island destinations. Design/methodology/approach: The current investigation aims to fill this gap by focussing on an African small island developing...

Purpose: This study aims to understand why young people are interested in buying frugal innovations. Design/methodology/approach: Data were collected with a survey administered to 534 university students enrolled in various fields of study (e.g. sciences, technology, economics and fine arts)....

Purpose: This study aims to examine nature-based tourists’ experiences in tree houses using user-generated content in Web reviews. The research objectives were to identify the main dimensions of tree house experiences and test whether these dimensions vary according to different...