Brand co-creation in tourism industry: The role of guide-tourist interaction

Brand co-creation in the tourism industry involves multiple stakeholders, including tourists, tour guides, and travel agencies. However, extant tourism literature has paid limited attention to the effect of guide-tourist interaction on brand advocacy for tour guides and travel agencies. This research explores the role of tour guide interaction with tourists in brand co-creation. Based on data collected from 358 group tour participants, our study reveals that the functional, social, and ethical interactions between tour guides and tourists play a critical role in co-creating corporate brands and employee brands. These three types of interactions influence brand advocacy for the tour guide and travel agency, via customer perception of experiential quality and value.

Automated summary

This research explores the role of tour guide interaction with tourists in brand co-creation, finding that the functional, social, and ethical interactions play a critical role in co-creating corporate brands and employee brands. These interactions influence brand advocacy for the tour guide and travel agency, via customer perception of experiential quality and value.