Customer Value Co-Creation Behavior in Hotel Brand Virtual Communities: Influencing Factors and Implications for Marketing and Brand Image

Abstract

In the 21st century, virtual communities associated with hotel brands play a crucial role in fortifying the relationship between businesses and their customers. Additionally, they are instrumental in enhancing corporate image and amplifying marketing impact. Consequently, investigating the co-creation behavior of customer value within these virtual communities and understanding its influencing factors is essential. By comprehending customer value appeals and fostering an environment conducive to customer participation, businesses can optimize their engagement strategies.