1st Edition
Brand Co-Creation Tourism Research Contemporary Issues and Challenges
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
Biography
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.
