Brand Co-Creation Tourism Research

ISBN-13: 9781774912515 / Twarda / 2023 / 256 str.

Opis

Providing a step-by-step guide to the brand co-creation and branding process in the hospitality and tourism industry, the volume identifies cutting-edge measurements, strategies, and metrics for capturing and measuring brand co-creation and highlights best practices in implementing brand management marketing strategies.

Spis treści

Introduction 1. Brand Co-Creation in Tourism and Hospitality 2. Impact of Social Media Involvement on Brand Co-Creation during the COVID-19 Outbreak in the Tourism Industry 3. Co-Creation Facets and Their Impact on Tourist Well-Being: An Empirical Study in the French Context 4. Branding and Co-Creation in Emerging Tourist Destinations: A Content Hotel Website Analysis 5. Driving Destination-Based Brand Equity: The Role of Tourists’ Interaction in Social-Media Destination Brand Communities 6. Perceived Value of Images Carrying Tourism Location Information on Social Media and Customer Brand Engagement 7. Creating Customer Value-in-Use Based Experience in Tourism Industry: A Conceptual Framework 8. Player- and Spectator-Engagement and Co-Creation in E-Sports Gaming Events During and Post-COVID-19 9. Tourism-Based Gamification as a Platform for Engagement and Co-Creation During COVID-19: Framework and Propositions 10. The Role of AR/VR in Improving the Customer Experience: A Comprehensive View of Experience and Technology-Based Theories for Tourism Metamorphosis 11. Post-COVID-19 Educational Tourism: Social eWOM Adoption, Attitude, and Destination Choice Intention 12. Getting a Second Chance: Post-COVID-19 Behavioral Changes of Women Tourists 13. Conclusion: Informing Brand Co-Creation and Future Research

O autorze

Raouf Ahmad Rather is an Independent Scientific Researcher in Jammu and Kashmir, India. His research centers on customer/brand co-creation, customer engagement, customer experience, and tourism crises/pandemic. Listed on Stanford's Top 2% of Scientists, he has published many articles in top tier journals. He has also published book chapters. He is the recipient of Service Industries Journal's Best Paper Award (2020). His work has also been presented at numerous international conferences, such as the Academy of Marketing Science World Marketing Congress and the Global Conference on Services and Retail Management. He is the editor of the book Contemporary Approaches Studying Customer Experience in Tourism Research (Emerald Publishing). He also serves as an editorial board member for Current Issues in Tourism, Journal of Hospitality and Tourism Insights, among others.