Preface

Volume 3 in the Advances in Culture, Tourism and Hospitality Research series provides useful answers to the following questions. In what ways should data collection about tourists' activities and hospitality experiences vary within a variety of non-Western contexts (e.g., in Dubai (UAE), Peshawar (Pakistan), and Macau (China)? How do interactions between a professional sports team and its major sponsor affect brand image and brand equity for the sponsoring brand? What does ethnographic research report on long-term overseas country visits by international students? In what ways does visual narrative art inform consumer behavior theory of tourism behavior? How do consumption values affect destination image formation? What insights follow from historical research on the use of hotel guest survey methods? How does unconscious needs influence traveler's interpretations and preferences of alternative tours and hotels?