Purpose This study aims to develop a systematic literature review of customer value co-
creation in the hospitality and tourism industry and present the different views of the scientific …

The sustainable growth of the tourism industry is attributed to the involvement of tourists in
the process of value co-creation. This research aims to systematically review the existing …

Purpose Metaverse blends the physical and virtual worlds, revolutionizing how hospitality
customers and hospitality organizations facilitate the co-creation of transformational …

Though customer engagement (CE) and customer experience (CX) are recognized as key
research priorities, empirically derived insight into their association with tourism customers' …

Purpose Technological disruptions such as the Internet of Things and autonomous devices,
enhanced analytical capabilities (artificial intelligence) and rich media (virtual and …

Brands take advantage of technology, social media and constant connectivity to foster
organic consumer engagement and interactions towards co-creating personalised customer …

The second volume of “Advancing Uncertain Combinatorics through Graphization,
Hyperization, and Uncertainization: Fuzzy, Neutrosophic, Soft, Rough, and Beyond” …

Drawing on social exchange theory and the service-dominant logic framework this paper
explores the association between value co-creation and the willingness to engage in …

Grounded on service-dominant logic (SD logic), a vital issue for marketers is to understand
how the multiple approaches encouraging consumer participation (CP), as manifested by …

This study examines how storytelling contributes to co-creating tourists' experiences with
tour guide interactions and authentic places, ultimately facilitating positive value co-creation …