This paper conducts an integrative review and provides a synthesisation of key themes in
the brand attachment literature. A total of 171 papers were selected and analysed using a …

In this study we organize and analyze the literature on value co-creation in tourism and
hospitality. For this purpose, we conducted a systematic literature review with 298 articles …

Travel has become a synonym of living memorable and enjoyable experiences. Co-creation
centralizes tourists' role in the creation of value that results from the interaction with other …

Although consumer-brand-engagement (CBE) and consumer-brand-experience (CBX) are
identified as important research priorities, empirically based insights regarding their …

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 …

Purpose The application of artificial intelligence (AI) in the customer market has completely
changed customer behaviors. This study aims to investigate the customers' co-creation …

Tourist value cocreation behavior (TVCB) plays a crucial role in tourist–tour leader
interactions. However, few scholars have explored the consequences of TVCB. The purpose …

This study investigates how co-created green appeals influence restaurant customers' green
behavioral intentions. Using a quasi-experimental design, this study investigates the effect of …

Purpose Drawing upon protection motivation theory and service-dominant-logic, the authors
develop a model, which examines the influence of perceived psychological risk and social …

Drawing on the theory of engagement, the present study aims to examine the outcomes of
the co-creation experience in a realistic co-creation setting, a hotpot restaurant. To this end …