Purpose Although word of mouth (WOM) affects customers’ purchasing intentions to a large extent, prior research has neglected the role of WOM as a driver of customer satisfaction. Design/methodology/approach Several scholars have suggested that WOM can not only affect customer expectation but...

Assessing inbound tourism efficiency helps to understand the potential levels and constraints of inbound tourism flows. In this study, 35 European countries and China were selected as samples and influencing factors of tourism efficiency were constructed within the gravity model (GM) and...