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Brand Co-Creation Tourism Research

Contemporary Issues and Challenges
Raouf Ahmad Rather(Herausgeber*in)
Apple Academic Press Inc.
1. Auflage
Erschienen am 13. Oktober 2023
298 Seiten
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978-1-000-77896-0 (ISBN)
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Responding to the rapidly changing business landscape (including advances in social media and information technology) and the COVID-19 pandemic where customers, visitors, or tourists have become more connected, accessible, and informed than ever before, many brands and firms are investing in brand management and brand co-creation. This new volume provides an enlightening perspective 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 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 also presents a chapter on the state-ofthe-art role of augmented reality and virtual reality in improving the customer experience.

A synthesis of a decade-long effort in brand 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-pandemics.
1. Auflage
Taylor & Francis Ltd
Für höhere Schule und Studium
23 Tables, black and white; 4 Line drawings, color; 9 Line drawings, black and white; 2 Halftones, color; 6 Illustrations, color; 9 Illustrations, black and white
978-1-000-77896-0 (9781000778960)
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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.
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

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