<rdf:RDF xmlns:rdf="http://www.openarchives.org/OAI/2.0/rdf/" xmlns:ow="http://www.ontoweb.org/ontology/1#" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:ds="http://dspace.org/ds/elements/1.1/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xmlns:doc="http://www.lyncode.com/xoai" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/rdf/ http://www.openarchives.org/OAI/2.0/rdf.xsd">
   <ow:Publication rdf:about="oai:digibug.ugr.es:10481/106642">
      <dc:title>Customer brand engagement via value co-creation with hotel online media and travel websites and its effect on brand equity: the moderating role of culture</dc:title>
      <dc:creator>Peco Torres, Francisco</dc:creator>
      <dc:creator>Jones, Adam</dc:creator>
      <dc:creator>Polo Peña, Ana Isabel</dc:creator>
      <dc:creator>Frías Jamilena, Dolores María</dc:creator>
      <dc:subject>National culture</dc:subject>
      <dc:subject>Brand equity</dc:subject>
      <dc:subject>Customer brand engagement</dc:subject>
      <dc:subject>Travel websites</dc:subject>
      <dc:subject>Online media</dc:subject>
      <dc:subject>Value co-creation</dc:subject>
      <dc:description>The purpose of this study is to analyze how hotels’ customer brand engagement (CBE) can be enhanced through tourists’ value co-creation with hotel online media or travel websites, as a means of achieving greater brand equity. The analysis considers the role of tourist national culture and draws on service-dominant logic as a theoretical framework. A quantitative empirical study was conducted among Spanish and British hotel guests. The results of this study show that: hotel CBE has a positive and significant effect on hotel brand equity; for Spanish hotel guests, value co-creation with travel websites has a positive and significant effect on hotel CBE; and for British hotel guests, value co-creation with hotel online media has a positive effect on hotel CBE. The results of this study point to recommendations to guide hotel companies on how to achieve greater brand equity and CBE through value co-creation. The main contributions of this study are that: it expands the extant service-dominant logic literature; it demonstrates the influence of CBE on brand equity in the online environment; it demonstrates the moderating role that tourists’ national culture plays in the relationship between online value co-creation and CBE; and it empirically demonstrates the impact of value co-creation with the hotel online media and with travel websites as well as the existence of a new phase in the tourist customer journey (the dreaming phase).</dc:description>
      <dc:date>2025-09-26T07:11:50Z</dc:date>
      <dc:date>2025-09-26T07:11:50Z</dc:date>
      <dc:date>2025-09-24</dc:date>
      <dc:type>journal article</dc:type>
      <dc:identifier>Peco-Torres, F., Jones, A., Polo-Peña, A. I., &amp; Frías-Jamilena, D. M. (2025). Customer brand engagement via value co-creation with hotel online media and travel websites and its effect on brand equity: the moderating role of culture. Journal of Hospitality and Tourism Technology.</dc:identifier>
      <dc:identifier>https://hdl.handle.net/10481/106642</dc:identifier>
      <dc:identifier>10.1108/JHTT-06-2024-0362</dc:identifier>
      <dc:language>eng</dc:language>
      <dc:rights>http://creativecommons.org/licenses/by-nc-nd/4.0/</dc:rights>
      <dc:rights>open access</dc:rights>
      <dc:rights>Attribution-NonCommercial-NoDerivatives 4.0 Internacional</dc:rights>
      <dc:publisher>Emerald Insight</dc:publisher>
   </ow:Publication>
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