Brand Co-Creation Tourism Research: Contemporary Issues and Challenges

Brand management and brand co-creation are becoming increasingly important in the hospitality and tourism industry, as customers, visitors, and tourists become more connected, accessible, and informed. This new volume provides an enlightening perspective on these topics through contemporary conceptual discussions and empirical research studies from thought leaders. It offers a step-by-step guide to the brand co-creation and branding process and identifies cutting-edge measurements, strategies, and metrics for capturing and measuring brand co-creation. The book also highlights best practices in implementing brand management marketing strategies. Topics covered include the impact of social media on brand co-creation during the COVID-19 outbreak, co-branding emerging tourist destinations, analysis of hotel websites, creating better customer value, brand co-creation in e-sports gaming events, post-COVID-19 educational tourism, and more.

Format: Hardback
Length: 256 pages
Publication date: 13 October 2023
Publisher: Apple Academic Press Inc.

The rapidly changing business landscape, driven by advancements in social media and information technology, as well as the impact of the COVID-19 pandemic, has led to a significant shift in the way customers, visitors, and tourists interact with brands. In response, many organizations are investing in brand management and brand co-creation to stay competitive and meet the evolving needs of their target audience. This new volume offers an insightful perspective on brand co-creation, brand management, and branding through contemporary conceptual discussions and empirical research studies from thought leaders.

The book provides a comprehensive guide to the brand co-creation and branding process in the hospitality and tourism industry. It identifies cutting-edge measurements, strategies, and metrics for capturing and measuring brand co-creation, highlighting best practices in implementing brand management marketing strategies.

The volume begins with a foundational understanding of brand (value) co-creation, delving into its concept, measurement, and strategies for maximizing its potential. The authors emphasize the interrelationship between these concepts and how they manage brand co-creation. The book provides examples from around the globe to illustrate the practical applications of these principles.

Topics covered in the book include 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. Additionally, the volume presents a chapter on the state-of-the-art role of augmented reality and virtual reality in improving the customer experience.

A synthesis of a decade-long effort in brand co-creation, this book will be valuable to academics, researchers, and practitioners in the hospitality and tourism industry, as well as anyone interested in branding and marketing. It offers a comprehensive and up-to-date understanding of the latest trends and best practices in brand management and co-creation.

Weight: 707g
Dimension: 229 x 152 (mm)
ISBN-13: 9781774912515