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This study aims to explore the high turnover intention issue in Taiwan’s tourist hotel industry. Due to a lack of empirical research regarding front-line employees’ psychological contract breach perceptions in tourism literature, this study develops an integrated model to examine the causal relationship among transformational leadership behaviors, leader–member exchange (LMX), psychological contract breach and turnover intentions.

Data from the 226 frontline employees in Taiwan’s tourist hotel industry were employed to examine the proposed hypotheses by using a series of structural equation modeling analyses.

Statistic results revealed that transformational leadership behaviors influence LMX and LMX in turn influences psychological contract breach, which consequently leads to lower turnover intention.

The results of this study suggest that hospitality organizations should recruit individuals who have the potential to exhibit transformational leadership skills, along with designing leadership training programs for middle- and high-level managers.

This study provides hospitality organization leaders with the necessary information to formulate a beneficial relationship with their front-line employees, which, in turn, weakens their perception of psychological contract breaches and reduces their willingness to leave the organization.

As Generation Y is considered to be a lucrative segment for emerging devices, this study investigates the effect of emotional brand attachment, from the brand romance perspective, on brand loyalty of Generation Y smartphone users. Furthermore, this study examines gender differences in the same relationship.

The study adopted a cross-sectional survey method and data was collected from 300 respondents. Data was analyzed using the structural equation modelling (SEM) approach and multi-group analysis was performed to examine gender differences in the model.

Results revealed that all three aspects of brand romance (pleasure, arousal and dominance) have a positive impact on smartphone brand loyalty. It further denotes that the relationship between brand romance and brand loyalty differs from males to females.

This study makes a significant contribution by examining emotional attachment and brand loyalty of Generation Y consumers, which has been less investigated. Furthermore, both attitudinal and behavioral brand loyalty has been considered in this study, which has largely been overlooked in similar studies. Examining the gender difference in the above relationship is an additional contribution.