...Muhammad Muzamil Sattar; Fabiola Sfodera Purpose This paper aims to investigate the role of travel vloggers in shaping the perceptions of destination and country images using Pakistan as a case study, highlighting their role as digital content creators. Design/methodology/approach...

... is their attachment to Korean celebrities, is transferred to Korean culture and Korea’s overall country image. This transfer occurs at both the cognitive and affective levels, influencing consumers’ perceptions and attitudes toward Korea, ultimately leading to an increased intention to visit the country. It is worth...

... to travel to the UK. This paper compares responses from high and low-context tourists to identify at which target the reactions are more intense. Design/methodology/approach Hypotheses were formulated in a general model based on the theory of reasoned action applied to Country Image in the tourism...