BRQ also has a direct effect on word of mouth. This supports the growing evidence services such as airlines, tour operators or cruise ships. It may be
that tourism brands in other sectors of the industry need to work
harder than festivals to build emotional connections with customers.
It was mentioned earlier that very few brands have succeeded
in building a strong emotional attachment with customers,
particularly those companies in the tourism and hospitality sectors
Future research could also be extended to other demographic
groups, countries and cultures, in order to further understand
the merits of social media investments.