Do the 4Ps of marketing mix strategy assuage fears of travelling
This study examines the marketing mix that is required to decrease travel fears (TF) and increase travel intentions (TI) after the lifting of COVID-19 travel restrictions. It also investigates the mediating effect of TF on the marketing mix strategy to increase TI as well as the moderating effect of...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
| Published: |
ResearchGate
2023
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| Subjects: | |
| Online Access: | https://eprints.ums.edu.my/id/eprint/36807/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/36807/2/FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/36807/ http://dx.doi.org/10.1177/13567667231181953 |
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