Purpose This study aims to examine the direct relationships between behavioral intention and factors driving the growth of the wellness tourism industry in the USA. Relationships were hypothesized based on alternative explanations for the rise in popularity of wellness tourism in research...

Purpose – Social media has fundamentally changed the consumer decision process, and in the last decade a more nuanced view of how consumers engage with brands has emerged. Instead of the traditional purchase funnel, consumers research products and services during an extended evaluation stage,...

Purpose – The purpose of this paper is to gauge potential interest in equestrian events for a proposed multi-use international horse park. Design/methodology/approach – Multi-stage, mixed methods were employed, including interviews with industry professionals at competing horse parks, a...