Pakistan holds an important geographical status, but extremism and sabotage have severely damaged the tourism industry. In the present study, we examined the impact of destination image (DI) on tourist loyalty (TL) and intension to visit (IV) in Pakistan. Additionally, the study analyzed the mediation effects of electronic word of mouth (eWOM) and tourist satisfaction (TS) on these relationships. Data was collected from 780 tourists in Pakistan. We used confirmatory factor analysis (CFA) and structural equation modeling (SEM) to obtain the results. Our results demonstrated the positive relationships among DI, eWOM, TS, TL, and IV. This study also disclosed that eWOM has a partial mediation effect on the DI–TL relationship, and both eWOM and TS fully mediate the association between DI and IV. Hence, tourist satisfaction can be enhanced by eWOM and destination image, which directly effect tourist loyalty and intention to visit in Pakistan. The proposed framework and research findings will help stakeholders significantly to recognize the multi-facet association in the tourism industry of Pakistan. Testing the above relationships through multiple mediators is a relatively novel idea.

Purpose: This paper aims to model and empirically test the determinants of small accommodation business (SAB) size.Design/methodology/approach: This study distinguishes among three aspects of SAB size (accommodation scale, investment and employment) and between two modes of growth (managerial and entrepreneurial growth). A conceptual framework was developed based on business growth theory, whereby three econometric models were constructed and estimated to predict size variations. Data were collected through a survey on 200 SABs in North Zhejiang Province of China. Effects of the determinants were contrasted between different size indicators.Findings: The SAB size can be affected by personal factors (employed working experience, education level, industry-specific know-how), interpersonal factor (relative ties to other SABs) and environmental factor (association support). The interpersonal and environmental factors tend to contribute to managerial growth, while the personal factors are usually conducive to entrepreneurial growth.Research limitations/implications: This study addresses the questions of “why some SABs grow larger in size than others” and “why different SABs grow in different ways”. But more contexts and business types should be examined so as to ensure generalizability through future studies.Practical implications: The research findings can provide guidelines for local tourism administration to encourage or regulate SAB development.Originality/value: This study is among the first endeavors to examine the multidimensionality and determinants of business size in tourism and hospitality; it contributes to literature by expanding tourism entrepreneurship research into a/the “growth paradigm”.

The effects of social class division have been extensively examined in tourist behaviour studies, but mostly on specific tourism forms, attractions, or activities. Limited empirical research has looked into the effects of social class difference (as well as other demographic variables) on tourists' destination consumption in a holistic and comprehensive way. To revisit the role of social class in today's tourist consumption, this study stratified a group of American tourists based on their social class and compared their participation patterns in four types of destination activities: cultural, hedonic, nature-based, and shopping-related. The empirical data were from a conversion and destination branding study conducted for Thoroughbred Country, South Carolina. The analysis gained mixed results, as social class was found to have significant impacts on tourists' consumption of certain destination products/activities, but not on others. It was expected that this study could not only contribute to the research endeavours in tourist consuming behaviour, but also provide practical implications for more effective destination marketing and market segmentation strategies.