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Linda Hollebeek
Visiting professor
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Visitors' Destination Brand Engagement's Effect on Co-Creation : An empirical study
Author
Editor
- Oriol Iglesias
- Nicholas Ind
- Majken Schultz
Summary, in English
The emergence and rise of technology, including social media and online brand communities, have revolutionized consumer-brand interactions, thereby impacting consumer brand engagement and its outcomes. However, though social media-based brand engagement has developed into a key area of interest for brand managers, insight into its tourism-based dynamics and applications remains limited, particularly in the context of destination brands. To address this gap, we develop a model that explores the relationships between visitors’ destination brand engagement and its key antecedents/consequences. The findings suggest a positive effect of social media involvement and brand identification on visitors’ brand engagement, thus extending current literature-based acumen. Second, visitors’ destination brand engagement was found to positively affect the development of destination brand co-creation and loyalty, thus warranting engagement’s pivotal role in managing tourism brands. Third, we ascertain destination brand loyalty’s favorable impact on brand co-creation, warranting engagement’s and co-creation’s importance on brand managers’ strategic agenda. Overall, by furthering understanding of the role of consumers’ social media involvement in driving their destination brand identification, engagement and co-creation, our findings benefit destination branding organizations by helping to drive improved destination brand performance.
Publishing year
2022
Language
English
Pages
321-337
Publication/Series
The Routledge Companion to Corporate Branding
Document type
Book chapter
Publisher
Taylor & Francis
Topic
- Business Administration
Status
Published
ISBN/ISSN/Other
- ISBN: 9781003035749