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Cover -- Half Title -- Title Page -- Copyright Page -- Series Page -- About the Editor -- Table of Contents -- About the Contributors -- Contributors -- Abbreviations -- Acknowledgments -- Preface -- Introduction -- 1. Brand Co-Creation in Tourism and Hospitality -- 2. Impact of Social Media Involvement on Brand Co-Creation during 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 the 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 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 -- Index.

Contemporary Approaches Studying Customer Experience in Tourism Research develops approaches and related methods to understand, analyze, and evaluate the tourist consumption experience under its different forms and stages (before, during and after the experience), offering a broader view by integrating the tourist/customer experience in its development while also considering the role of tourism stakeholders. Embracing the extremities of Customer Experience (CX) and studying its multiple sides through innovative methodological and conceptual frameworks, the volume also provides an in-depth literature review of CX and discusses vital related concepts as the case of consumer value. Contemporary Approaches Studying Customer Experience in Tourism Research also explores the adoption and the implementation of approaches to managing and marketing customer experiences across varied tourism contexts, with an emphasis on revisited interpretive, behavioral, and organizational approaches, highlighting the power of combining qualitative techniques to draw the complexity of the consumption experience. Also laid out are new analytical frameworks related to studying memorable tourist experiences in both digital and offline tourism journeys have attributed a broader consideration of the consumption experience in tourism research.

AbstractWhile insight into consumer brand engagement, experience, and identification is rapidly developing, little remains known regarding the association of these, and related, concepts, as therefore explored in this article. Drawing on social identity theory and service‐dominant‐logic, this study develops and tests a model that explores the effect of customers' brand credibility, ‐value congruence, and ‐experience on their brand identification, and its subsequent effect on their brand advocacy, ‐attachment, and ‐loyalty. We also examine the potentially moderating role of consumers' engagement in affecting these relationships. To explore these issues, we collected tourist‐based survey data. To analyze the data, we used confirmatory factor analysis, followed by structural equation modeling. The findings reveal that brand value congruence, credibility, and experience exercise significant positive effects on customers' brand identification, which, in turn, impact their brand advocacy, attachment, and loyalty. Further, brand engagement is shown to moderate the association of these factors. We conclude by outlining key theoretical/practical implications that arise from this research.

PurposeAdopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement (SMI), self-brand congruence (SBC), customer-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel–brands.Design/methodology/approachWe test a sample of hotel-customers to probe this matter using partial least squares structural equation modeling.FindingsThe results revealed that SBC and SMI positively impact CBE and BCB and behavioral intentions. The findings also exposed SMI's and SBC's indirect effect on customers' BCB and behavioral intentions, mediated through CBE. Finally, the results explored the moderating role of brand interactivity to enhance our model's explanatory power.Research limitations/implicationsWe focus on SMI, CBE and BCB. This study contributes to the existing marketing and hospitality management research and spawns rich opportunities for further studies.Practical implicationsThe study article assists marketers in comprehending the CBE-based antecedents and consequences and facilitates their increasing CBE, BCB and behavioral intentions.Originality/valueWhile the growing insight into social media, customer engagement and co-creation within the service industries, little remains accredited concerning the link of these and related variables in the luxury hotel-brand context.