Brand Co-Creation in Tourism and Hospitality

Raouf Ahmad Rather; Mohsin Abdur Rehman; Kevin Kam Fung So; Haywantee Ramkissoon

doi:10.1201/9781003336228-1

Brand Co-Creation in Tourism and Hospitality

Raouf Ahmad Rather, Mohsin Abdur Rehman, Kevin Kam Fung So, Haywantee Ramkissoon

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

Brand co-creation is an overarching concept, which describes collaboration between multiple stakeholders. The sophisticated customer of today is becoming more tech-savvy and increasingly looking for co-creation and digital innovation. This requires different approaches and methodologies in co-creation research in tourism. This chapter discusses the theoretical underpinnings and sets the context to facilitate a better understanding of brand/value co-creation in tourism development by bringing together diverse perspectives and disciplines.

Original language	English
Title of host publication	Brand Co-Creation Tourism Research
Subtitle of host publication	Contemporary Issues and Challenges
Publisher	Apple Academic Press
Pages	1-16
Number of pages	16
ISBN (Electronic)	9781000778960
ISBN (Print)	9781774912515
DOIs	https://doi.org/10.1201/9781003336228-1
Publication status	Published - 1 Jan 2023
Externally published	Yes

Keywords

brand co-creation
customer brand engagement
fear of COVID-19
perceived risk
revisit intention
social media involvement
tourism

ASJC Scopus subject areas

General Economics,Econometrics and Finance
General Business,Management and Accounting
General Arts and Humanities

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1201/9781003336228-1

Cite this

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KW - customer brand engagement

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KW - revisit intention

KW - social media involvement

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ER -

Brand Co-Creation in Tourism and Hospitality

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

Access to Document

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