...Yusri Abdillah; Nazmeen Fatima; Muhammad Aliff Asyraff; Mohd Hafiz Hanafiah Purpose This study examines how country marketing organisation (CMO)–led campaigns influence electronic word-of-mouth (eWOM), brand equity (awareness and image) and visit intention, providing insight into the strategic...

... marketing Visit intention Destination Management and Marketing organizations (DMOs) play a key role in branding, promoting and shaping a destination’s image (Kumar and Mishra, 2020). Following this trend, the initiative outlined by United Nations Educational, Scientific, and Cultural Organization...

... Loyalty towards VR Religiosity-intention model Visit intention VR quality VR, Augmented Reality (AR), and the Metaverse offer different experiences in how they engage users with the digital and physical worlds (Chen, 2024 ; Lim et al., 2024). VR offers a fully immersive experience...

... modes. Findings The findings indicated that VR preview mode highly influences tourist attitudes and visit intentions toward a destination compared to static images and 360-degree tours. This effect is more significant among participants with higher levels of customer involvement. Finally...

...Ajitabh Dash Purpose The purpose of this paper is to identify the factors influencing the visit intention of medical tourists to India. This study also attempts to extend the theory of planned behaviour through the integration of perceived risk and facilitating condition. Design/methodology...