{"title":"Using value co-creation behavior as a mediator to explore the influence of virtual tourism community characteristics on destination brand equity","authors":"Lishan Xie, Xinhua Guan, Shih-Shuo Yeh, Tzung-Cheng Huan","doi":"10.1057/s41262-024-00365-w","DOIUrl":null,"url":null,"abstract":"<p>This paper investigates the influence of community characteristics (community leaders’ enthusiasm and community members’ offline activities) on destination brand equity (destination brand image and destination brand awareness) by considering value co-creation in virtual tourism communities. By obtaining 344 usable questionnaires, it was possible to perform structural equation modeling to test hypotheses. This study finds that virtual tourism community leaders’ enthusiasm and community members’ offline activities have positive influences on community members’ value co-creation behavior, which consequently impacts destination brand image and destination brand awareness. Furthermore, community members’ value co-creation behavior partially mediates the influence of community leaders’ enthusiasm on destination brand image and destination brand awareness. This study contributes by offering new evidence for destination brand equity antecedents, enriching virtual tourism community literature, and guiding community leaders in fostering positive member behavior, while providing valuable insights for local brand managers and destination management organizations in tourism planning and policy formulation.</p>","PeriodicalId":48109,"journal":{"name":"Journal of Brand Management","volume":"17 1","pages":""},"PeriodicalIF":4.0000,"publicationDate":"2024-07-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Brand Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1057/s41262-024-00365-w","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This paper investigates the influence of community characteristics (community leaders’ enthusiasm and community members’ offline activities) on destination brand equity (destination brand image and destination brand awareness) by considering value co-creation in virtual tourism communities. By obtaining 344 usable questionnaires, it was possible to perform structural equation modeling to test hypotheses. This study finds that virtual tourism community leaders’ enthusiasm and community members’ offline activities have positive influences on community members’ value co-creation behavior, which consequently impacts destination brand image and destination brand awareness. Furthermore, community members’ value co-creation behavior partially mediates the influence of community leaders’ enthusiasm on destination brand image and destination brand awareness. This study contributes by offering new evidence for destination brand equity antecedents, enriching virtual tourism community literature, and guiding community leaders in fostering positive member behavior, while providing valuable insights for local brand managers and destination management organizations in tourism planning and policy formulation.
期刊介绍：
The Journal publishes original and insightful peer-reviewed articles as well as industry-based case studies plus invited expert commentaries and editorials which rigorously consider:models and theories effectively used in brand management research and practicehow the world's leading companies are managing their brandsthe latest thinking techniques and initiatives used by agencies and consultantscurrent case studies which explore leading organisations' practical experiences the problems faced and the lessons learnedapplied research from leading business schools research institutes and universitiesIf after reading the aims and scope you consider your article potentially relevant you may submit your work?for consideration as per the?normal process. The Journal Editors do not ordinarily discuss potential suitability of articles prior to submission.The Journal also regularly publishes themed special issues and is essential reading for brand strategists in both private and public sector organisations and academics in universities and business schools - including:Professors and LecturersMaster MBA and PhD studentsBrand ResearchersMarketing and Branding ConsultantsHeads of Branding Brand Directors and ManagersMarketing DirectorsBusiness Development ManagersHeads of Corporate CommunicationsCEOs and Managing DirectorsAgency DirectorsPlanning Directors and Strategic PlannersIP Lawyers and Patent AttorneysTopics covered include but are not limited to:Online or Digital BrandingBrand Metrics and/or AnalyticsLuxury BrandingBrand Ethics and/or Corporate Social ResponsibilityBrand and Finance Brand Reputation Identity and ImageBrand Relationship Loyalty or LoveBranding and TechnologyBranding Innovation and/or R&DBrand Valuation Integrated Brand CommunicationBrand ManagementBrand EquityBrand Community (Online)Product BrandingService BrandingBusiness-to-Business BrandingRetail BrandingPrivate Label Branding Brand Heritage and History Qualitative and Quantitative Brand ResearchBrand Architecture and PortfoliosBrand Alliances and MergersCorporate Brand ManagementBrand ExperienceBrand CrisesBrand CounterfeitsBrand and LawBrand Extension and Brand Growth Brand Credibility and TrustOpen Brand ManagementBrand Elements (Logo Naming Packaging etc.)Branding for Profit and Non-Profit OrganisationsBrand Co-creation Brand Research Methods
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