文献类型：期刊文献

英文题名：Impact of International Tourists' Co-creation Experience on Brand Trust, Brand Passion, and Brand Evangelism

作者：Nkoulou Mvondo, Gustave Florentin[1];Jing, Fengjie[1];Hussain, Khalid[2];Jin, Shan[1];Raza, Muhammad Ali[3]

机构：[1]East China Univ Sci & Technol, Sch Business, Shanghai, Peoples R China;[2]COMSATS Univ Islamabad, Dept Management Sci, Sahiwal, Pakistan;[3]Natl Coll Business Adm & Econ NCBA&E, Dept Business Adm, Multan, Pakistan

年份：2022

卷号：13

外文期刊名：FRONTIERS IN PSYCHOLOGY

收录：;WOS:【SSCI(收录号:WOS:000783606900001)】；

语种：英文

外文关键词：co-creation experience; brand evangelism; brand trust; brand passion; international tourists; theory of engagement

摘要：Drawing on the theory of engagement, the present study aims to examine the outcomes of the co-creation experience in a realistic co-creation setting, a hotpot restaurant. To this end, the current research links the relationship marketing literature to hospitality and tourism research and formulates a novel framework by incorporating tourists' co-creation experience, brand evangelism, brand trust, and brand passion in an integrated conceptual model. Using a quantitative research design, a total of 453 international tourists were surveyed in China. The findings revealed that co-creation experience dimensions positively impact brand evangelism, trust, and passion. Additionally, we found that brand trust and brand passion positively affect brand evangelism. We also confirmed the mediating effect of brand trust and brand passion in bridging the co-creation experience and brand evangelism. This study offers valuable insights for restaurant brand managers regarding attracting and engaging foreign travelers with their service businesses.