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Keywords: Cultural intelligence (CI)
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Journal Articles
Journal of Research in Interactive Marketing 1–22.
Published: 02 July 2026
..., confirming the following mediated transmission pathway: SMC → Tourism expectation → Tourism experience → TBW. However, neither tourism expectations nor tourism experiences, as single mediators, support the significant impact of SMC on TBW. Furthermore, tourists' cultural intelligence (CI) is found to act...
