TY - JOUR
T1 - Impact of International Tourists’ Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism
AU - Nkoulou Mvondo, Gustave Florentin
AU - Jing, Fengjie
AU - Hussain, Khalid
AU - Jin, Shan
AU - Raza, Muhammad Ali
N1 - Publisher Copyright:
Copyright © 2022 Nkoulou Mvondo, Jing, Hussain, Jin and Raza.
PY - 2022/3/24
Y1 - 2022/3/24
N2 - 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, the current research links the relationship marketing literature to hospitality and tourism research and formulates a novel framework by incorporating tourists’ co-creation experience, brand evangelism, brand trust, and brand passion in an integrated conceptual model. Using a quantitative research design, a total of 453 international tourists were surveyed in China. The findings revealed that co-creation experience dimensions positively impact brand evangelism, trust, and passion. Additionally, we found that brand trust and brand passion positively affect brand evangelism. We also confirmed the mediating effect of brand trust and brand passion in bridging the co-creation experience and brand evangelism. This study offers valuable insights for restaurant brand managers regarding attracting and engaging foreign travelers with their service businesses.
AB - 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, the current research links the relationship marketing literature to hospitality and tourism research and formulates a novel framework by incorporating tourists’ co-creation experience, brand evangelism, brand trust, and brand passion in an integrated conceptual model. Using a quantitative research design, a total of 453 international tourists were surveyed in China. The findings revealed that co-creation experience dimensions positively impact brand evangelism, trust, and passion. Additionally, we found that brand trust and brand passion positively affect brand evangelism. We also confirmed the mediating effect of brand trust and brand passion in bridging the co-creation experience and brand evangelism. This study offers valuable insights for restaurant brand managers regarding attracting and engaging foreign travelers with their service businesses.
KW - brand evangelism
KW - brand passion
KW - brand trust
KW - co-creation experience
KW - international tourists
KW - theory of engagement
UR - http://www.scopus.com/inward/record.url?scp=85128380452&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85128380452&partnerID=8YFLogxK
U2 - 10.3389/fpsyg.2022.866362
DO - 10.3389/fpsyg.2022.866362
M3 - Article
C2 - 35418902
AN - SCOPUS:85128380452
SN - 1664-1078
VL - 13
JO - Frontiers in Psychology
JF - Frontiers in Psychology
M1 - 866362
ER -