Value co-creation and destination brand equity: understanding the role of social commerce information sharing

Pham, Long Hong, Woyo, Erisher ORCID: https://orcid.org/0000-0002-0776-6645, Pham, Trang Huong and Dao, Thi Xuan Truong (2022) Value co-creation and destination brand equity: understanding the role of social commerce information sharing. Journal of Hospitality and Tourism Insights. ISSN 2514-9792

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Abstract

Purpose Widespread technology adoption in tourism enables tourists to be active content creators, thus, influencing destination brands through co-creation. This study examines value co-creation, social commerce information sharing, and destination brand equity. Design/methodology/approach A quantitative approach was applied to analyse data collected from a global online survey. Hypotheses were tested using PLS-SEM analysis. Findings Results show that destination brand equity is positively influenced by value co-creation. Additionally, social commerce information sharing mediates the relationship between value co-creation and destination brand equity. Practical implications The article adds new insights to tourism marketing by investigating value co-creation, social commerce information sharing and destination brand equity. It also offers interesting implications for destination managers to improve Vietnam as a destination brand. Originality/value This paper is among the first to test the mediating role of social commerce on value co-creation and destination brand equity.