Value co-creation and destination brand equity: understanding the role of social commerce information sharing
Journal of Hospitality and Tourism Insights
ISSN: 2514-9792
Article publication date: 27 September 2022
Issue publication date: 1 December 2023
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.
Keywords
Acknowledgements
The authors wish to thank the three anonymous reviewers and the associate editor for their valuable comments and suggestions on earlier drafts.
Funding: This research is funded by Vietnam National Foundation for Science and Technology Development (NAFOSTED) under grant number 508.04–2020.300.
Citation
Pham, L.H., Woyo, E., Pham, T.H. and Truong, D.T.X. (2023), "Value co-creation and destination brand equity: understanding the role of social commerce information sharing", Journal of Hospitality and Tourism Insights, Vol. 6 No. 5, pp. 1796-1817. https://doi.org/10.1108/JHTI-04-2022-0123
Publisher
:Emerald Publishing Limited
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