Keywords: Positive word of mouth
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Journal Articles
International Journal of Contemporary Hospitality Management (2026) 38 (13): 199–218.
Published: 22 April 2026
... with a practical tool to evaluate and improve guest interactions, offering insights into the social dynamics that underpin repeat patronage. In doing so, it helps translate academic findings into actionable strategies to enhance loyalty and positive word of mouth. Originality/value This study substantiates...

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