1st Edition

Brand Co-Creation Tourism Research Contemporary Issues and Challenges

Edited By Raouf Ahmad Rather Copyright 2024
    298 Pages 6 Color & 9 B/W Illustrations
    by Apple Academic Press

    298 Pages 6 Color & 9 B/W Illustrations
    by Apple Academic Press

    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. 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


    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.