How Cultural Involvement in Different Brand Types Influences Willingness to Pay Premium: The Mediating Role of Brand Happiness.

This study examines the impact of cultural involvement on brand enriching benefits and consumers' willingness to pay a premium (WPP). Additionally, it explores the underlying mechanisms behind this impact. A partial least squares structural equation model was used to analyze the data collected from a pretest (N = 70) and an online survey (N = 1053) conducted in China.

Revival of sun-and-beach tourism through the lens of regulatory and risk dimensions of environmental sustainability.

Environmental sustainability is essential in tourism literature, and sun-and-beach tourism (SBT) is one of the most popular subsections of the tourism field. The appropriate policies and strategies during the COVID-19 pandemic to revive SBT growth through the lens of the regulatory dimension (RED) and risk dimension (RID) of environmental sustainability are gaining timely ground to conduct this research. The current study examined the nexus between SBT, RED, and RID utilizing three novel indexes (i.