Abstract
The primary goal of this study is to determine how to improve hotel-firm customer brand engagement (CBE) via online tourists’ co-creation with the hotel and with travel websites in order to boost brand equity, considering the moderator effect of national culture. To fulfill this aim, a quantitative empirical study is conducted among hotel clients of Spanish vs. British nationality. The results show that: 1) hotel CBE positively influences hotel brand equity; 2) value co-creation with travel websites positively influences hotel CBE for clients from Spain, who share a collectivist and high uncertainty-avoidant culture, and; 3) value co-creation with the hotel positively influences hotel CBE for clients from United Kingdom, who share an individualist and low uncertainty-avoidant culture. The results of this study are useful both for the literature, by demonstrating novel relationships, and for firms operating in the tourism sector.
Presenters
Francisco Peco TorresSenior Lecturer, Marketing and Market Research, University of Granada, Spain Dolores María Frías Jamilena
Professor, Marketing and Market Research, University of Granada, Granada, Spain Ana Isabel Polo Peña
Professor, Marketing and Market Research, University of Granada, Granada, Spain Adam Jones
University of Brighton, United Kingdom
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Tourism and Leisure Industries
KEYWORDS
National culture, Value co-creation, Engagement, Travel websites, Hotel, Brand equity
