Chen Xiao-hua

The effects of parasocial interaction, authenticity, and <scp>self‐congruity</scp> on the formation of consumer trust in online travel agencies

Chen Xiao-hua, Sunghyup Sean Hyun, Timothy J. Lee · International Journal of Tourism Research · 2022 · 166 citations

Management, Marketing, Marketing Management +13

How does a global coffeehouse chain operate strategically in a traditional tea-drinking country? The influence of brand authenticity and self-enhancement

Chen Xiao-hua, Timothy J. Lee, Sunghyup Sean Hyun · Journal of Hospitality and Tourism Management · 2022 · 99 citations · Full text

Business, Marketing, Strategic Management +16

The influence of historical nostalgia on a heritage destination's brand authenticity, brand attachment, and brand equity

Chen Xiao-hua, Eun Sue You, Timothy J. Lee et al. · International Journal of Tourism Research · 2021 · 81 citations

Business, Marketing, Tourism Management +17

Literary celebrity, tourists' self-destination connection, and brand engagement: Based on a marketing perspective of celebrity endorsement effects

Chen Xiao-hua, LI Wen-ya, Dongoh Joo · Journal of Hospitality and Tourism Management · 2021 · 37 citations

Management, Marketing, Marketing Management +17

Natural landscape performance: Environmental restorativeness and its influence on tourist behavior

Chen Xiao-hua, Gyehee Lee, Dongoh Joo · International Journal of Tourism Research · 2024 · 23 citations

Management, Tourism Management, Environmental Psychology +14