Consumer Brand Relationships in Tourism An International Perspective

This book provides a comprehensive overview of consumer-brand relationships (CBR) in tourism and hospitality marketing management, including pre-, during- and post-COVID-19 pandemic. It critically investigates the current debates and questions within the field and includes both theory and practical cases from around the globe. It brings together leading specialists from various disciplinary backgrounds and geographical regions, to offer state-of-the-art theoretical reflections and empirical research on contemporary issues. This book is a reference point for scholars, researchers, academics and students in the field of CBR across disciplines including tourism marketing, hospitality, leisure, festivals, and events.

1. Consumer Brand Relationships in Tourism and Hospitality Research.- 2. Antecedents of Consumer-Brand Relationships: A Comprehensive Literature Review Approach.- 3. Consequences of Consumer-Brand Relationships: Review of Ten Major Constructs.- 4. Avatar Manipulation in Metaverse: The Consequences on Customer-Brand Relationships in Tourism.- 5. “Help me Chatbot!”: Customer Brand Relationship in The Context of Tourism Chatbots.- 6. Tourism Experiences: An Interpretive Approach to Understanding Tourist-Brand Relationships in Technology-Mediated Tourism Service Environments.- 7. Impact of Social Media Interaction on Customer’s Brand Engagement, Emotions, Word-Of-Mouth, and Brand Relationship Quality in Luxury Hotel Brands.- 8. Social Media Influencer Sustainability Communication and Consumer-Brand Relationship: An Information Quality Perspective for Sustainable Destination Brand Marketing.- 9. The Impact of Social Media Influencers on Consumer Brand Relationship in Tourism.- 10. Tourists’ Virtual Experiences to Create Sustainability: A Conceptual Model and Propositions.- 11. Key Conceptual Propositions to Engage Consumers with The Internet of Things: A Critical Scrutiny from Consumer’s Perspective.- 12. The Effect of Tourism Consumers’ Psychological Engagement on Consumer-Brand Relationship Strength.- 13. Modeling the Psychological Factors Driving Consumer-Brand Relationship in Tourism: A TISM and MICMAC Approach.- 14. Investigating the Role of Destination-Based Brand Authenticity and Brand Love on Tourist-Brand Interaction, Destination Brand Engagement, and Tourist Behavior.- 15. Configuring the Role of Brand Interactivity, Involvement and Brand Orientation on Brand Loyalty: Testing of an Integrated Framework in the Hospitality Sector.- 16. Effect of Brand Relationship Factors on Satisfaction, Word-Of-Mouth, and Intention to Visit: Exploratory Study in the Tourism and Lodging Industry.- 17. Assessing the Service Trends, Brand Co-Creation, Service Brand Innovation, and Customer Brand Relationship in Tourism.- 18. The Role of Tourists’ Attitude on Revisit Intention and Willingness to Support a Destination: Mediating Effect of Destination Attachment.- 19. From Plate to Post: Exploring The Impact of Foodstagramming on Greece’s Travel Destination Image.- 20. Investigating the Effect of Social, Cultural, Personal and Demographic Factors on Revisit Intention Through the Lens of Covid-19.- 21. Effect of Tourists’ Personality on Responsible Decision Making During Covid-19 and Beyond.- 22. Developing Brand Performance Through Eliciting Perceived Brand Relationship Orientation and Consumer Engagement Value.- 23. Consumer Brand Relationship Research: Emerging Knowledge Clusters and Future Research Directions.- 24. Mapping the Intellectual Structure of Destination Loyalty Literature: A Bibliometric Analysis Approach.- 25. The Role of Green Brand Equity in Enhancing Sustainable Tourism Practices: A Systematic Literature Review.- 26. Industry and Innovation Accomplishment through the Relationship Between Destination Branding and Sustainability: SDG GOAL 9 in the Tourism Sector.- 27. Anti-Consumption and Brand Avoidance in the Airline Industry.- 28. Unveiling Negative Dimensions of Customer-Brand Relationships in Tourism: A Bibliometric Analysis.- 29. Conclusion: Updating Consumer Brand Relationships and Scope for Future Research.

Raouf Ahmad Rather is based at Interdisciplinary Research Center for Finance and Digital Economy (IRC-FDE), King Fahd University of Petroleum and Minerals, Dhahran, Saudi Arabia. He is listed on Standford’s Top 2% of Scientists, and his research centers on consumer-brand relationships, consumer engagement, consumer experience, value co-creation, and digital technologies. He has published articles in top tier journals including the Journal of Travel Research, European Journal of Marketing, Journal of Marketing Management, Technological Forecasting and Social Change, Journal of Retailing and Consumer Services, Current Issues in Tourism, among others. He is the Co-Editor of Books including “Handbook of Customer Engagement in Tourism Marketing”, by Edward Elgar; and “Contemporary Approaches Studying Customer Experience in Tourism Research”, by Emerald. He presented his work at numerous international conferences, such as Academy of Marketing Science World Marketing Congress (AMSWMC), American Marketing Association (AMA), and Global Conference on Services and Retail Management (GLOSERV). He also serves as Editorial Board Member at Current Issues in Tourism, Journal of Hospitality Marketing & Management, The Service Industries Journal, among others.