Examining the effectiveness of advertising on the intentions of Hong Kong by mainlanders: the moderating role of ideal self-congruity

Hong Kong is gradually losing its tourism appeal to mainland visitors. This study investigates the efficacy of advertising strategies in rekindling mainland Chinese tourists' interest in revisiting Hong Kong. Grounded in Reader-Response Theory (R-RT), the Theory of Reasoned Action (TRA), and Se...

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Bibliographic Details

Main Authors:	Gong, Shuhui, de Costa, Feroz, Mohd Hasan, Nurul Ain, Liu, Lu
Format:	Article
Language:	en
Published:	Malque Publishing 2026
Subjects:	Multidisciplinary
Online Access:	http://psasir.upm.edu.my/id/eprint/123809/1/123809.pdf http://psasir.upm.edu.my/id/eprint/123809/ https://malque.pub/ojs/index.php/msj/article/view/7006
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