Dimitrios Stylidis (Edited By, Series Edited By) Dimitrios Stylidis, Ph.D., is Associate Professor in Tourism Marketing at the University of Crete, Greece. Prior to this, he was Senior Lecturer in Tourism and Research Cluster Leader at Middlesex University London, and a Postdoc Researcher and Visiting Lecturer at the Ben-Gurion University, Israel. Dimitrios holds an MSc and PhD in tourism from the University of Surrey, U.K. His research interests include place image and marketing, tourist destination image and behaviour, tourism impacts and sustainable development. His work has been published in several journals including Tourism Management, Annals of Tourism Research, Journal of Travel Research, and Journal of Sustainable Tourism.Seongseop (Sam) Kim (Edited By) Seongseop (Sam) Kim received his Master of Science and PhD degrees in Recreation, Park and Tourism Sciences at the Texas A&M University in 1996 and 1999, respectively. Upon graduation from Texas A&M, he was appointed at Sejong University, Seoul, Korea as an Assistant Professor in 2000 and was promoted to Professor in 2010. He joined The Hong Kong Polytechnic University in 2012 and was promoted to Professor in 2018. Over his career, he has published more than 200 refereed journal papers and his current Google Scholar h-index is 56 with 12,519 citations. He is serving as the President of APacCHRIE (2021-2022 term). His research interests include tourism destination marketing, tourism impacts, and tourism and hospitality marketingJungkeun Kim (Edited By) Jungkeun Kim is an associate professor of Marketing at the Faculty of Business and Law at the Auckland University of Technology, New Zealand. He received his Ph D in Marketing from the University of Minnesota. His main research interests are in consumer and tourist decision-making and consumer behavior. His research has been published in the Journal of Marketing Research, Journal of Consumer Psychology, Journal of Retailing, Journal of Business Research, Journal of Travel Research, Tourism Management, Annals of Tourism Research and among others. He currently serves as an associate editor of Australasian Marketing Journal and an executive committee member of Australian and New Zealand Marketing Academy (ANZMAC). He won Charles R. Goeldner Article Excellence Award (for the best article published in Journal of Travel Research) in 2019.Konstantinos Andriotis (Series Edited By) Konstantinos Andriotis is a Professor in Tourism at Middlesex University London. He holds a PhD in Tourism Development and Planning (Bournemouth University, 2000) and a Post Doc in Tourism Marketing (Hellenic Open University, 2006). He edits the 'International Journal of Tourism Policy', the 'Journal of Qualitative Research in Tourism' and the CABI Regional Tourism Series. He has an h-index of 32 and more than 4500 citations. He was listed in the Stanford University list of top 2 per cent of scientists in the World. His research interests include tourism development and planning, alternative forms of tourism, tourism experience and degrowth.

• Chapter 1: Implications of Culture for Tourism and Hospitality Marketing Mix and Activities in East and Southeast Asia. Erdogan Koc and Catherine Cheung. Chapter 2: Factors influencing decision-making of millennial travellers participating in community-based rural tourism experiences in Southeast Asia. Nguyen Bao Linh and Maren Viol. Chapter 3: Visual Destination Images: The Case of the ASEAN Tourism Organization Official Instagram Account. Fajar Putra and Rob Law. Chapter 4: Effectiveness of Advertisement Endorsement and Framing to Promote Korea as a Medical Tourism Destination: Cross-cultural Approach. Sam Kim, Saerom Wang and Soo Yun Song. Chapter 5: The interaction between destination image, risk perceptions, and travel intention: The case of Myanmar. Rami Isaac and Chiara Di Blasio. Chapter 6: Exploring the destination image of Mongolia: A content analysis. Hiu Yan (Alice) Lee and Yin Kiu (Kevin) Leung. Chapter 7: Young Indonesian Travellers Information Search Behaviour. Ilma Aulia Zaim. Chapter 8: The Perceived and Project Image of Hiroshima: A Case study of the Dutch market. Isaac Rami. Chapter 9: Destination marketing using festivals in Macau: Relationships between festival performance quality, experiential quality, visitor satisfaction, corporate image and behavioral intention. Jia Ying (Karen) Jiang and Ja Young (Jacey) Choe. Chapter 10: New cyber laws: A plausible discussion regarding the potential implications for international tourists in the Socialist Republic of Vietnam. Paul Strickland. Chapter 11: Growth of the senior tourism market and its implications for destination marketers: Understanding tourism motivation and preferences through comparison of seniors in Korea, Mainland China and the U.S. Felix Elvis Otoo and Seongseop (Sam) Kim.

Dimitrios Stylidis (Edited By, Series Edited By) Dimitrios Stylidis, Ph.D., is Associate Professor in Tourism Marketing at the University of Crete, Greece. Prior to this, he was Senior Lecturer in Tourism and Research Cluster Leader at Middlesex University London, and a Postdoc Researcher and Visiting Lecturer at the Ben-Gurion University, Israel. Dimitrios holds an MSc and PhD in tourism from the University of Surrey, U.K. His research interests include place image and marketing, tourist destination image and behaviour, tourism impacts and sustainable development. His work has been published in several journals including Tourism Management, Annals of Tourism Research, Journal of Travel Research, and Journal of Sustainable Tourism.Seongseop (Sam) Kim (Edited By) Seongseop (Sam) Kim received his Master of Science and PhD degrees in Recreation, Park and Tourism Sciences at the Texas A&M University in 1996 and 1999, respectively. Upon graduation from Texas A&M, he was appointed at Sejong University, Seoul, Korea as an Assistant Professor in 2000 and was promoted to Professor in 2010. He joined The Hong Kong Polytechnic University in 2012 and was promoted to Professor in 2018. Over his career, he has published more than 200 refereed journal papers and his current Google Scholar h-index is 56 with 12,519 citations. He is serving as the President of APacCHRIE (2021-2022 term). His research interests include tourism destination marketing, tourism impacts, and tourism and hospitality marketingJungkeun Kim (Edited By) Jungkeun Kim is an associate professor of Marketing at the Faculty of Business and Law at the Auckland University of Technology, New Zealand. He received his Ph D in Marketing from the University of Minnesota. His main research interests are in consumer and tourist decision-making and consumer behavior. His research has been published in the Journal of Marketing Research, Journal of Consumer Psychology, Journal of Retailing, Journal of Business Research, Journal of Travel Research, Tourism Management, Annals of Tourism Research and among others. He currently serves as an associate editor of Australasian Marketing Journal and an executive committee member of Australian and New Zealand Marketing Academy (ANZMAC). He won Charles R. Goeldner Article Excellence Award (for the best article published in Journal of Travel Research) in 2019.Konstantinos Andriotis (Series Edited By) Konstantinos Andriotis is a Professor in Tourism at Middlesex University London. He holds a PhD in Tourism Development and Planning (Bournemouth University, 2000) and a Post Doc in Tourism Marketing (Hellenic Open University, 2006). He edits the 'International Journal of Tourism Policy', the 'Journal of Qualitative Research in Tourism' and the CABI Regional Tourism Series. He has an h-index of 32 and more than 4500 citations. He was listed in the Stanford University list of top 2 per cent of scientists in the World. His research interests include tourism development and planning, alternative forms of tourism, tourism experience and degrowth.

• Chapter 1: Implications of Culture for Tourism and Hospitality Marketing Mix and Activities in East and Southeast Asia. Erdogan Koc and Catherine Cheung. Chapter 2: Factors influencing decision-making of millennial travellers participating in community-based rural tourism experiences in Southeast Asia. Nguyen Bao Linh and Maren Viol. Chapter 3: Visual Destination Images: The Case of the ASEAN Tourism Organization Official Instagram Account. Fajar Putra and Rob Law. Chapter 4: Effectiveness of Advertisement Endorsement and Framing to Promote Korea as a Medical Tourism Destination: Cross-cultural Approach. Sam Kim, Saerom Wang and Soo Yun Song. Chapter 5: The interaction between destination image, risk perceptions, and travel intention: The case of Myanmar. Rami Isaac and Chiara Di Blasio. Chapter 6: Exploring the destination image of Mongolia: A content analysis. Hiu Yan (Alice) Lee and Yin Kiu (Kevin) Leung. Chapter 7: Young Indonesian Travellers Information Search Behaviour. Ilma Aulia Zaim. Chapter 8: The Perceived and Project Image of Hiroshima: A Case study of the Dutch market. Isaac Rami. Chapter 9: Destination marketing using festivals in Macau: Relationships between festival performance quality, experiential quality, visitor satisfaction, corporate image and behavioral intention. Jia Ying (Karen) Jiang and Ja Young (Jacey) Choe. Chapter 10: New cyber laws: A plausible discussion regarding the potential implications for international tourists in the Socialist Republic of Vietnam. Paul Strickland. Chapter 11: Growth of the senior tourism market and its implications for destination marketers: Understanding tourism motivation and preferences through comparison of seniors in Korea, Mainland China and the U.S. Felix Elvis Otoo and Seongseop (Sam) Kim.

Dimitrios Stylidis (Edited By, Series Edited By) Dimitrios Stylidis, Ph.D., is Associate Professor in Tourism Marketing at the University of Crete, Greece. Prior to this, he was Senior Lecturer in Tourism and Research Cluster Leader at Middlesex University London, and a Postdoc Researcher and Visiting Lecturer at the Ben-Gurion University, Israel. Dimitrios holds an MSc and PhD in tourism from the University of Surrey, U.K. His research interests include place image and marketing, tourist destination image and behaviour, tourism impacts and sustainable development. His work has been published in several journals including Tourism Management, Annals of Tourism Research, Journal of Travel Research, and Journal of Sustainable Tourism.Seongseop (Sam) Kim (Edited By) Seongseop (Sam) Kim received his Master of Science and PhD degrees in Recreation, Park and Tourism Sciences at the Texas A&M University in 1996 and 1999, respectively. Upon graduation from Texas A&M, he was appointed at Sejong University, Seoul, Korea as an Assistant Professor in 2000 and was promoted to Professor in 2010. He joined The Hong Kong Polytechnic University in 2012 and was promoted to Professor in 2018. Over his career, he has published more than 200 refereed journal papers and his current Google Scholar h-index is 56 with 12,519 citations. He is serving as the President of APacCHRIE (2021-2022 term). His research interests include tourism destination marketing, tourism impacts, and tourism and hospitality marketingJungkeun Kim (Edited By) Jungkeun Kim is an associate professor of Marketing at the Faculty of Business and Law at the Auckland University of Technology, New Zealand. He received his Ph D in Marketing from the University of Minnesota. His main research interests are in consumer and tourist decision-making and consumer behavior. His research has been published in the Journal of Marketing Research, Journal of Consumer Psychology, Journal of Retailing, Journal of Business Research, Journal of Travel Research, Tourism Management, Annals of Tourism Research and among others. He currently serves as an associate editor of Australasian Marketing Journal and an executive committee member of Australian and New Zealand Marketing Academy (ANZMAC). He won Charles R. Goeldner Article Excellence Award (for the best article published in Journal of Travel Research) in 2019.Konstantinos Andriotis (Series Edited By) Konstantinos Andriotis is a Professor in Tourism at Middlesex University London. He holds a PhD in Tourism Development and Planning (Bournemouth University, 2000) and a Post Doc in Tourism Marketing (Hellenic Open University, 2006). He edits the 'International Journal of Tourism Policy', the 'Journal of Qualitative Research in Tourism' and the CABI Regional Tourism Series. He has an h-index of 32 and more than 4500 citations. He was listed in the Stanford University list of top 2 per cent of scientists in the World. His research interests include tourism development and planning, alternative forms of tourism, tourism experience and degrowth.

• Chapter 1: Implications of Culture for Tourism and Hospitality Marketing Mix and Activities in East and Southeast Asia. Erdogan Koc and Catherine Cheung. Chapter 2: Factors influencing decision-making of millennial travellers participating in community-based rural tourism experiences in Southeast Asia. Nguyen Bao Linh and Maren Viol. Chapter 3: Visual Destination Images: The Case of the ASEAN Tourism Organization Official Instagram Account. Fajar Putra and Rob Law. Chapter 4: Effectiveness of Advertisement Endorsement and Framing to Promote Korea as a Medical Tourism Destination: Cross-cultural Approach. Sam Kim, Saerom Wang and Soo Yun Song. Chapter 5: The interaction between destination image, risk perceptions, and travel intention: The case of Myanmar. Rami Isaac and Chiara Di Blasio. Chapter 6: Exploring the destination image of Mongolia: A content analysis. Hiu Yan (Alice) Lee and Yin Kiu (Kevin) Leung. Chapter 7: Young Indonesian Travellers Information Search Behaviour. Ilma Aulia Zaim. Chapter 8: The Perceived and Project Image of Hiroshima: A Case study of the Dutch market. Isaac Rami. Chapter 9: Destination marketing using festivals in Macau: Relationships between festival performance quality, experiential quality, visitor satisfaction, corporate image and behavioral intention. Jia Ying (Karen) Jiang and Ja Young (Jacey) Choe. Chapter 10: New cyber laws: A plausible discussion regarding the potential implications for international tourists in the Socialist Republic of Vietnam. Paul Strickland. Chapter 11: Growth of the senior tourism market and its implications for destination marketers: Understanding tourism motivation and preferences through comparison of seniors in Korea, Mainland China and the U.S. Felix Elvis Otoo and Seongseop (Sam) Kim.