This paper explores the relationship between destination image, cultural contact, perceived risk, satisfaction, and the revisit intention of international tourists to Binh Thuan province in Vietnam based on data obtained from 405 international tourists. Employing Partial Least Squares Structural Equation Modeling (PLS-SEM) techniques, the study delivered two key results. The first finding is that revisit intention is directly affected by satisfaction, attractiveness, accommodation service, cultural contact, and perceived risk. Secondly, satisfaction is directly affected by attractiveness, accommodation service, cultural contact, and perceived risk. These results confirm the moderating role of both nationality and marital status on the relationships from cultural contact and attractiveness to satisfaction, but not revisit intention. However, the research has certain limitations: (i) due to the limited resources available to conduct the research, the sample size was limited to 405 international tourists in Binh Thuan province; and (ii) this study conducted sampling using direct interview methods of tourists during the peak season.

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Although researchers have previously discussed the consequences of extracurricular activity (ECA) participation, the question of which factors affect the intention to participate in ECAs has been less addressed. By incorporating the theory of planned behavior (TPB) and signaling theory, this study investigates the role of the components of the TPB and signal quality in the intention to join ECAs. In addition, the contingent effects of students' demographic profiles, such as their gender, their year in school, and whether they have a part-time job, are examined. A sample of 386 students at various universities in Ho Chi Minh, Vietnam, was used to test a model that incorporates the relationships between TPB components and signal quality by means of the partial least squares (PLS) technique. The results of this study indicate that the three components of the TPB have positive impacts on the intention to join ECAs. In addition, signal quality affects both attitude and intention. Finally, students' demographic profiles, such as their gender, their year in school, and whether they have a part-time job, have moderating roles in the relationship from attitude and subjective norms to intention. This study adopted a cross-sectional design and was conducted in Vietnam only. Future research should consider longitudinal studies and make comparisons between countries with diverse cultures. As another limitation, this study investigated only university students. Future research, therefore, is needed to consider other subjects and different sectors, such as high school pupils. The results of this study suggest that ECA

Purpose The purpose of this study is to investigate how negative emotions toward brands, especially brand hate, impact anti-brand consumption behavior, including brand avoidance and further brand switching, through the intervening mediators of negative word-of-mouth (nWOM) and protest behavior as well as within contingencies. Design/methodology/approach Existing scales are adapted, and the field study is conducted in Malang, Indonesia. Based on purposive sampling, 275 respondents in three different malls complete a questionnaire related to Sari Roti, a national brand suffering from a boycott. In all, 250 qualified questionnaires are eventually used for data analysis using partial least square. Findings This research supports the effect of brand hate on nWOM, which then influences protest behavior, subsequently driving consumers to avoid a particular brand and opt for an alternative. nWOM was also found to have a direct effect on brand avoidance. For moderating effects, brand social responsibility and social media usage were found to negatively and positively affect the brand hate–nWOM relationship, respectively. Originality/value The limited extant literature only addresses a simple direct–effect relationship between negative emotions and anti-brand consequences. Drawing on the positioning lens and the dis-identification view, this research provides deep insight through theorizing a sequential, four-stage framework regarding the effect of brand hate on brand avoidance and brand switching. This framework is also explored under contingencies, further advancing an understanding of this dynamic subject matter.