TY - JOUR
T1 - Converting tourists into evangelists
T2 - Exploring the role of tourists’ participation in value co-creation in enhancing brand evangelism, empowerment, and commitment
AU - Nkoulou Mvondo, Gustave Florentin
AU - Jing, Fengjie
AU - Hussain, Khalid
AU - Raza, Muhammad Ali
N1 - Publisher Copyright:
© 2022 The Authors
PY - 2022/9
Y1 - 2022/9
N2 - Drawing on the theory of engagement, the present study aims to examine the outcomes of participation in value co-creation in soft sports tourism, specifically hiking. To this end, the current research links the relationship marketing literature to tourism research and formulates a novel framework by incorporating tourists’ participation in value co-creation, brand evangelism, customer empowerment, and affective commitment in an integrated conceptual model. Using a quantitative research design, a total of 893 international tourists were surveyed in China. The findings revealed that participation in value co-creation dimensions positively impact brand evangelism, customer empowerment, and affective commitment. Additionally, we found that customer empowerment and affective commitment positively affect brand evangelism. We also confirmed the mediating effect of customer empowerment and affective commitment in bridging the participation in value co-creation and brand evangelism. This study offers valuable insights for 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 participation in value co-creation in soft sports tourism, specifically hiking. To this end, the current research links the relationship marketing literature to tourism research and formulates a novel framework by incorporating tourists’ participation in value co-creation, brand evangelism, customer empowerment, and affective commitment in an integrated conceptual model. Using a quantitative research design, a total of 893 international tourists were surveyed in China. The findings revealed that participation in value co-creation dimensions positively impact brand evangelism, customer empowerment, and affective commitment. Additionally, we found that customer empowerment and affective commitment positively affect brand evangelism. We also confirmed the mediating effect of customer empowerment and affective commitment in bridging the participation in value co-creation and brand evangelism. This study offers valuable insights for brand managers regarding attracting and engaging foreign travelers with their service businesses.
KW - Affective commitment
KW - Brand evangelism
KW - Customer empowerment
KW - Customer participation in value co-creation
KW - Soft sports tourism
UR - http://www.scopus.com/inward/record.url?scp=85131453962&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85131453962&partnerID=8YFLogxK
U2 - 10.1016/j.jhtm.2022.05.015
DO - 10.1016/j.jhtm.2022.05.015
M3 - Article
AN - SCOPUS:85131453962
SN - 1447-6770
VL - 52
SP - 1
EP - 12
JO - Journal of Hospitality and Tourism Management
JF - Journal of Hospitality and Tourism Management
ER -