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 | |
| State | Published - 1 Jan 2023 |
Bibliographical note
Publisher Copyright:© 2024 Apple Academic Press, Inc.
UN SDGs
This output contributes to the following UN Sustainable Development Goals (SDGs)
-
SDG 12 Responsible Consumption and Production
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
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