Hospitality & Tourism

Advances in Hospitality and Tourism

Brand Co-Creation Tourism Research
Contemporary issues and Challenges

Editor: Raouf Ahmad Rather, PhD

Brand Co-Creation Tourism Research

Published. Available now.
Pub Date: October 2023
Hardback Price: see ordering info
Hard ISBN: 9781774912515
E-Book ISBN: 9781003336228
Pages: 298pp w/ index
Binding Type: Hardback/ e-book
Series: Advances in Hospitality and Tourism
Notes: 6 color and 9 b/w illustrations

Responding to the rapidly changing business landscape (including the advancement of social media and information technology) and the current COVID-19 pandemic where customers, visitors, or tourists are more connected, accessible, and informed than ever before, many brands and firms are investing in brand management and brand co-creation. This new volume, Brand Co-Creation Tourism Research: Contemporary issues and Challenges, provides an enlightening synthesis of research perspectives on brand co-creation, brand management, and branding through contemporary conceptual discussions and empirical research studies from thought leaders. 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.

Starting with a basic understanding of brand (value) co-creation, the volume then explores deeper by defining the concept, describing the ways to measure it, and providing several strategies to capitalize on it. The authors emphasize the interrelationship of these concepts and how they manage brand (value) co-creation. The book illustrates the concepts with examples from around the globe.

Topics cover the impact of social media on brand co-creation during the COVID-19 outbreak in the tourism industry, co-branding emerging tourist destinations, analysis of the content of hotel websites, creating better customer value, brand co-creation in e-sports gaming events, post- COVID-19 educational tourism, and more. The volume even presents a chapter on the state-of-the-art role of augmented reality (AR) and virtual reality (VR) in improving the customer experience.

A synthesis of a decade-long effort in brand (value) co-creation, the book will be valuable to academics, practitioners, consultants, destination management organizations (DMOs), and managers looking to improve brand co-creation pre-, during-, and post-pandemic.

CONTENTS:
Preface

Introduction

1 Brand Co-Creation in Tourism and Hospitality
Raouf Ahmad Rather, Mohsin Abdur Rehman, Kevin Kam Fung So, and Haywantee Ramkissoon

2. Impact of Social Media Involvement on Brand Co-Creation during the COVID-19 Outbreak in the Tourism Industry
Raouf Ahmad Rather, Imran Khan, Ricardo Godinho Bilro, and Lisa Cain

3. Co-Creation Facets and Their Impact on Tourist Well-Being: An Empirical Study in the French Context
Sihem Dekhili and Yousra Hallem

4. Branding and Co-Creation in Emerging Tourist Destinations: A Content Hotel Website Analysis
Erisher Woyo, Mohsin Abdur Rehman, and Raouf Ahmad Rather

5. Driving Destination-Based Brand Equity: The Role of Tourists’ Interaction in Social-Media Destination Brand Communities
Man Lai Cheung, Guilherme D. Pires, Philip J. Rosenberger III, Wilson K. S. Leung, and Kin Yi Lee

6. Perceived Value of Images Carrying Tourism Location Information on Social Media and Customer Brand Engagement
Khalil Hussain, Amir Zaib Abbasi, Muddasar Ghani Khwaja, Ali Hussain, and Ting Ding Hooi

7. Creating Customer Value-in-Use Based Experience in Tourism Industry: A Conceptual Framework
Mohsin Abdur Rehman, Shoaib Muhammad, and Raouf Ahmad Rather

8. Player- and Spectator-Engagement and Co-Creation in E-Sports Gaming Events During and Post-COVID-19
Adele Berndt, Linda D. Hollebeek, Kristel Kaljund, and Raouf Ahmad Rather

9. Tourism-Based Gamification as a Platform for Engagement and Co-Creation During COVID-19: Framework and Propositions
Raouf Ahmad Rather, Dhouha Jaziri, Ali Asad, Zahoor Ahmad Parray, and Ashaq Hussain Najar

10. The Role of AR/VR in Improving the Customer Experience: A Comprehensive View of Experience and Technology-Based Theories for Tourism Metamorphosis
Dhouha Jaziri, Aymen Ben Hassine, and Rym Bouzaabia

11. Post-COVID-19 Educational Tourism: Social eWOM Adoption, Attitude, and Destination Choice Intention
Sima Rahimizhian, Foad Irani, and Kayode Eluwole

12. Getting a Second Chance: Post-COVID-19 Behavioral Changes of Women Tourists
Nusrat Jahan and Mahfuza Sultana Fariha

13. Conclusion: Informing Brand Co-Creation and Future Research
Raouf Ahmad Rather

Index


About the Authors / Editors:
Editor: Raouf Ahmad Rather, PhD
Scientific Independent Researcher, Jammu and Kashmir, India

Raouf Ahmad Rather, PhD, is listed on Stanford University’s Top 2% of Scientists (2021) and is a scientific researcher, Jammu and Kashmir, India. His research interests center on brand/customer co-creation, customer experience, customer engagement, service innovation, customer loyalty, and tourism crises/pandemic. His work to date has been published in top-tier journals, including the Journal of Travel Research; European Journal of Marketing; Journal of Retailing & Consumer Services; Current Issues in Tourism; Journal of Travel & Tourism Marketing, and many others. He is the editor of the forthcoming book Contemporary Approaches Studying Customer Experience in Tourism Research, by Emerald Publishing.




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