Value co‐creation (VCC) continues to gain traction as a marketing concept in several
service contexts. Given the limited understanding of how the VCC process translates into …

Corporate social responsibility (CSR) challenges the conventional wisdom of profit-centric
hospitality operations. This study offers a comprehensive assessment of CSR within the …

This research delves into the evolving landscape of corporate identity and its interplay with
corporate reputation. To construct a relevant corporate identity scale, we relied on the …

Travel livestreaming opens up new channels for value co-creation. Accordingly, following
uses and gratifications theory, this research aims to identify and examine complex …

Abstract Service innovation emerged more than a decade ago and is considered as the
main source of competitive advantage between the market and firms. Due to the growing …

As climate change becomes more and more serious, governments and enterprises have
gradually attached great importance to achieving value creation through low-carbon …

This study investigates when and how trait gratitude stimulates tourist citizenship behavior
(TCB). Building on trait activation theory, the present study proposes a mediated moderation …

This study aims to understand consumer innovation resistance towards Airbnb from a
process-based perspective. Using Airbnb in the Chinese market as the research context, a …

This study aimed to examine the role of the experiencescape and co-creation behavior in
the formation of customers' subjective well-being in the context of home-based …

This study addresses a crucial gap in current research by introducing the first-ever
measurement scale for assessing peer engagement behaviour in peer-to-peer platforms. By …