This study systematically reviews, synthesises and integrates the extant literature on value
co-destruction in the field of tourism and hospitality. The results indicate that research in this …

The formulation of strategic alliance by commercial, social and government organizations
has potential to simultaneously achieve market related success and develop solution to …

Featured Application The applications in this paper describe how and where digital twins
can improve value co-creation by supporting decision-making. The use of digital twin-based …

Business-to-Business and broader marketing are increasingly influenced by the digital
transformation of business, leading to the evolution of new central marketing concepts (eg …

Mobile apps redistributing surplus food are receiving increased attention for their
sustainability benefits. Nevertheless, there is limited research on the opportunities created …

Self-adjustment processes are crucial for ensuring service system viability in the light of
emerging adoption of digital technologies that shape value co-creation. This article offers a …

Abstract Value Co-Creation (VCC) is an emerging concept that has vast applications in
theory and practice. Though previous research has provided enough insights on the …

Purpose This study aims to examine the perceived values of the metaverse when adopting it
in the luxury hospitality business. Based on the cost–benefit perspective, this research …

Purpose This study aims to address two relatively unexplored issues in banking service
literature. The first relates to the impact of co-creation behaviors of frontline employees …

Subsistence consumers, representing almost half the global population, live on low
incomes, possess low levels of literacy, and generally experience poor health. Technology …