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

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.

Citation

Pham, L.H., Woyo, E., Pham, T.H. and Truong, D.T.X. (2023), "Value co-creation and destination brand equity: understanding the role of social commerce information sharing", Journal of Hospitality and Tourism Insights, Vol. 6 No. 5, pp. 1796-1817. https://doi.org/10.1108/JHTI-04-2022-0123