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Rather, R. A., Rehman, M. A., So, K. K. F., & Ramkissoon, H. (2023). Brand Co-Creation in Tourism and Hospitality. In R. A. Rather (Ed.), Brand Co-Creation Tourism Research: Contemporary Issues and Challenges (pp. 1-16). Apple Academic Press. https://doi.org/10.1201/9781003336228-1

Brand co-creation in tourism and hospitality

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Author: Rather, Raouf Ahmad1; Rehman, Mohsin Abdur2; So, Kevin Kam Fung3;
Organizations: 1Scientific Independent Researcher, Jammu and Kashmir, India
2Department of Marketing, Management and International Business, Oulu Business School, University of Oulu, Finland
3College of Hospitality, Retail and Sport Management, University of South Carolina, Columbia, USA
4College of Business, Law & Social Sciences, Derby Business School, University of Derby, Kedleston Road, Derby, DE22 1GB, UK
5School of Business & Economics, Faculty of Biosciences, Fisheries & Economics, UiT, The Arctic University of Norway, Norway
6College of Business & Economics, Johannesburg Business School, University of Johannesburg, South Africa
Format: article
Version: accepted version
Access: embargoed
Persistent link: http://urn.fi/urn:nbn:fi-fe20231027141611
Language: English
Published: Informa, 2023
Publish Date: 2025-04-13
Description:

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 2of brand/value co-creation in tourism development by bringing together diverse perspectives and disciplines.

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Series: Advances in hospitality and tourism
ISSN: 2369-1115
ISSN-L: 2369-1115
ISBN: 978-1-00333-622-8
ISBN Print: 978-1-77491-251-5
Pages: 1 - 16
DOI: 10.1201/9781003336228-1
OADOI: https://oadoi.org/10.1201/9781003336228-1
Host publication: Brand co-creation tourism research : contemporary issues and challenges
Host publication editor: Rather, Raouf Ahmad
Type of Publication: A3 Book chapter
Field of Science: 512 Business and management
Subjects:
brand co-creation
customer brand engagement
fear of COVID-19
perceived risk
revisit intention
social media involvement
tourism
Article
Copyright information: © 2024 by Apple Academic Press, Inc. This is an Accepted Manuscript version of the following article, accepted for publication in Brand Co-Creation Tourism Research: Contemporary Issues and Challenges. Rather, R. A., Rehman, M. A., So, K. K. F., & Ramkissoon, H. (2023). Brand Co-Creation in Tourism and Hospitality. In R. A. Rather (Ed.), Brand Co-Creation Tourism Research: Contemporary Issues and Challenges (pp. 1-16). Apple Academic Press. https://doi.org/10.1201/9781003336228-1. It is deposited under the terms of the Creative Commons Attribution-NonCommercial License (http://creativecommons.org/licenses/by-nc/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited.
  https://creativecommons.org/licenses/by-nc/4.0/