Previous research has shown that consumers in developed countries display a high level of consumer ethnocentrism by prioritizing local products over foreign manufactured ones. Paradoxically, it is generally believed that consumers from developing countries, and least developed countries, are...

In the service sector, such as tourism and hospitality, a traveler often tries to find information about their destination digitally, comparing it to alternatives available to have the best option. This demand businesses that are in the tourism and hospitality sector to advertise their...