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Keywords: S-O-R
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Journal Articles
Journal of Hospitality and Tourism Insights 1–20.
Published: 18 March 2026
... by integrating behavioral theories. Design/methodology/approach The research develops a robust predictive model utilizing theories of the cognitive-affective-conative (CAC) and the theory of planned behavior (TPB) with the stimulus-organism-response (S-O-R). Self-administered questionnaires were used...
