Moe, Aung Zaw, and Chai Ching Tan. 2016. “Using the Business Model Concept As a Broad-Based S-O-R (Stimulating-Organism- Response) Consumer Behavior Model for Tourism Industry: The Case of Bagan, Myanmar”. Journal of Mekong Societies 12 (2):21-44. https://so03.tci-thaijo.org/index.php/mekongjournal/article/view/65473.