e-space
Manchester Metropolitan University's Research Repository

    Value co-creation and destination brand equity: understanding the role of social commerce information sharing

    Pham, Long Hong, Woyo, Erisher, Pham, Trang Huong and Dao, Thi Xuan Truong (2022) Value co-creation and destination brand equity: understanding the role of social commerce information sharing. Journal of Hospitality and Tourism Insights. ISSN 2514-9792

    [img]
    Preview
    Accepted Version
    Available under License Creative Commons Attribution Non-commercial.

    Download (360kB) | Preview

    Abstract

    Purpose Widespread technology adoption in tourism enables tourists to be active content creators, thus, influencing destination brands through co-creation. This study examines value co-creation, social commerce information sharing, and destination brand equity. Design/methodology/approach A quantitative approach was applied to analyse data collected from a global online survey. Hypotheses were tested using PLS-SEM analysis. Findings Results show that destination brand equity is positively influenced by value co-creation. Additionally, social commerce information sharing mediates the relationship between value co-creation and destination brand equity. Practical implications The article adds new insights to tourism marketing by investigating value co-creation, social commerce information sharing and destination brand equity. It also offers interesting implications for destination managers to improve Vietnam as a destination brand. Originality/value This paper is among the first to test the mediating role of social commerce on value co-creation and destination brand equity.

    Impact and Reach

    Statistics

    Activity Overview
    6 month trend
    795Downloads
    6 month trend
    64Hits

    Additional statistics for this dataset are available via IRStats2.

    Altmetric

    Repository staff only

    Edit record Edit record