Brand co-creation in tourism and hospitality
Rather, Raouf Ahmad; Rehman, Mohsin Abdur; So, Kevin Kam Fung; Ramkissoon, Haywantee (2023-10-13)
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Sisältö avataan julkiseksi: 13.04.2025
Rather, R. A., Rehman, M. A., So, K. K. F., & Ramkissoon, H. (2023). Brand Co-Creation in Tourism and Hospitality. In R. A. Rather (Ed.), Brand Co-Creation Tourism Research: Contemporary Issues and Challenges (pp. 1-16). Apple Academic Press. https://doi.org/10.1201/9781003336228-1
© 2024 by Apple Academic Press, Inc. This is an Accepted Manuscript version of the following article, accepted for publication in Brand Co-Creation Tourism Research: Contemporary Issues and Challenges. Rather, R. A., Rehman, M. A., So, K. K. F., & Ramkissoon, H. (2023). Brand Co-Creation in Tourism and Hospitality. In R. A. Rather (Ed.), Brand Co-Creation Tourism Research: Contemporary Issues and Challenges (pp. 1-16). Apple Academic Press. https://doi.org/10.1201/9781003336228-1. It is deposited under the terms of the Creative Commons Attribution-NonCommercial License (http://creativecommons.org/licenses/by-nc/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited.
https://creativecommons.org/licenses/by-nc/4.0/
https://urn.fi/URN:NBN:fi-fe20231027141611
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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 2of brand/value co-creation in tourism development by bringing together diverse perspectives and disciplines.
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