Brand management and cocreation lessons from tourism and hospitality: introduction to the special issue

Buhalis, Dimitrios; Park, Sang Won

doi:10.1108/jpbm-10-2020-3158

Cited by 37 publications

(34 citation statements)

References 109 publications

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“…There are two common methods for assessing brand equity: the financial and customer-based perspectives (Buhalis and Park, 2021; Tran et al , 2019; Tasci, 2021). Although financial methods can provide a more accurate brand value assessment, applying the results to marketing strategy management is difficult (Keller, 1993).…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Tourism destination brand equity, brand authenticity and revisit intention: the mediating role of tourist satisfaction and the moderating role of destination familiarity

Shi

Liu

Kumail

et al. 2022

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Purpose This study aims to explore the relationships among destination brand equity, brand authenticity and revisit intention. The mediating role of tourist satisfaction and the moderating role of destination familiarity in these relationships are also investigated. Design/methodology/approach Based on the stimulus–organism–response theory, a structural equation model was constructed to test the relationships among the study variables. The original data was obtained using a questionnaire survey method from domestic tourists who have traveled to Guilin in China. Findings The findings revealed that brand equity and brand authenticity not only positively and directly affect revisit intention but also have an indirect influence on revisit intention through the mediating role of tourist satisfaction. Destination familiarity positively moderates the direct influence of brand equity on revisit intention. Furthermore, brand authenticity significantly and positively affects brand equity. Practical implications The findings of this study provide a certain enlightenment for brand marketing and tourist destination management. Originality/value This study reveals the impact path of brand equity and brand authenticity on revisit intention, compensating for the lack of attention on impact mechanism among them. This study proves the impact of brand authenticity on destination brand equity. This compensates for the deficiencies that ignore possible antecedents affecting destination brand equity and the impact of brand authenticity on brand equity in the context of tourism destination. This study also confirms the specific dimensions of brand equity and brand authenticity in the context of Chinese tourism destinations in response to the current controversy.

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Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

Tourism destination brand equity, brand authenticity and revisit intention: the mediating role of tourist satisfaction and the moderating role of destination familiarity

Shi

Liu

Kumail

et al. 2022

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“…First, the brand building takes into account both quantitative and qualitative measures such as a company’s reputation, its countries of origin, product characteristics, quality associations, and perceived reliability ( Bairrada et al, 2021 ). Second, brand occurs when a company uses consistent imagery and delivery to reinforce a brand’s meaning and context, which necessitates supportive organizational structures and procedures ( Buhalis and Park, 2021 ). As a result, marketers must use a “bottom–up and top–down strategy to brand creation” to guarantee that employees are actively involved in the process ( Van Nguyen et al, 2021 ).…”

Section: Theoretical Underpinning and Hypothesis Developmentmentioning

confidence: 99%

Internationalization Issues in Chinese Firms: One Belt, One Road-Based Perspective

2022

Front. Psychol.

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The underlying aim of this study was to investigate the impact of human resource management (HRM) practices, organizational identity, and brand leadership on employee brand-based equity through the mediatory role of brand knowledge dissemination. A questionnaire was adopted to obtain data from 421 employees working in the construction sector of China. The SmartPLS software was used to analyze the data with the help of a structural equation modeling (SEM) technique. The results revealed that HRM practices and organizational identity had a positive and significant relationship with employee brand-based equity, while brand leadership had no direct impact on employee brand-based equity. The results also revealed that brand knowledge dissemination mediated the relationship between independent variables (HRM practices, organizational identity, and brand leadership) and dependent variable (employee brand-based equity). Theoretically, this paper made a valuable contribution by examining the impact of HRM practices, organizational identity, and brand leadership on employee brand-based equity. In terms of practical implications, this study would obviously help the organizations to improve their employee brand-based equity through HRM practices and organizational identity.

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Section: Introductionmentioning

confidence: 99%

“…The state of the art assumes the importance of brand co-creation through stakeholder interaction (Sarasvuo et al , 2022; Hussain et al , 2021). This applies equally to tourism destination and place branding (Giannopoulos et al , 2021; Jain et al , 2021), considering the relevant outcome in brand equity (Buhalis and Park, 2021; Mohammadi et al , 2021). The involvement of local communities (Daldanise, 2020), particularly local residents (Braun et al , 2013; Casais and Monteiro, 2019; Rebelo et al , 2020) or employees from the local hospitality industry (Chung and Byrom, 2021) engaged in transferring their collective experiences, feelings and aspirations to the place brand (Ind et al , 2020), activates these stakeholders as ambassadors of the place marketing process (Golestaneh et al , 2021).…”

Section: Introductionmentioning

confidence: 99%

Tourism co-creation in place branding: the role of local community

Leal

Casais

Proença

2022

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Purpose This study aims to explore the role of local community in tourism co-creation. Despite the importance of internal stakeholders, there is a dearth of research on the process of place branding co-creation with the local community, considering their interconnections and influencing relationships. Design/methodology/approach An old and picturesque local market under a rebranding process was used as a case study. The research involved 10 interviews with market vendors to understand their views regarding place identity, their involvement in brand co-creation, their expectations about the process and the perceived results of such co-creation. Public information was also collected as secondary data to illustrate the rebranding process. Findings The vendor community had limited involvement in the market rebranding and felt they should have been more widely involved in the decisions as a group rather than individually. However, their satisfaction with the results of the rebranding led to the continuity of the sense of place and to the proud adoption of the new brand. Practical implications This study proposes greater integration of local communities as important internal stakeholders of place branding in addition to residents and suggests group meetings to involve the local community in the co-creation process. Originality/value This paper explores the context of a vendor community in a local market. This context has deserved little attention in the tourism literature. This study reflects the importance of local community to co-create place brands from a group perspective, taking into consideration. their roles, rights, responsibilities and relationships.

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Brand management and cocreation lessons from tourism and hospitality: introduction to the special issue

Cited by 37 publications

References 109 publications

Tourism destination brand equity, brand authenticity and revisit intention: the mediating role of tourist satisfaction and the moderating role of destination familiarity

Tourism destination brand equity, brand authenticity and revisit intention: the mediating role of tourist satisfaction and the moderating role of destination familiarity

Internationalization Issues in Chinese Firms: One Belt, One Road-Based Perspective

Tourism co-creation in place branding: the role of local community

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