The Moderator Effect of the Perception of Value Co-Creation on the Relationship between Hotel Brand Equity and WOM

Authors

Abstract

In the current conjuncture, when the competitive environment is getting ever fiercer, the importance of creating brand value and the effect of wom in all processes before/after a purchase have been grasped. Along with this, in the service sector, where the customer-employee relationship is dense, applications regarding the perception of value creation have started to be used in an increasing manner. For this reason, the aim of the study is to determine the effect of the brand equity of foreign tourists on wom and whether there is a moderator effect of the Perception of Value Co-Creation on this effect. The population of the study is comprised of foreign tourists coming to Marmaris, Turkey. On the 358 surveys gathered from foreign tourists, efa, cfa, second-order cfa analyses, path analyses and Slope tests have been carried out. Consequently, it has been determined that hotel brand equity has effects on the perception of value co-creation and wom, and that perception of value co-creation has effects on wom. Also, in the relationship between foreign tourists’ hotel brand equity and wom, it has been determined that there is a moderator effect on the perception of value co-creation.

Keywords: hotel brand equity, wom, perception of value co-creation, Marmaris

Author Biographies

Abdullah Uslu, Akdeniz University

I am an assistant professor (PhD, Assist. Professor) in the Faculty of Manavgat Tourism at Akdeniz University. My main research areas are tourism marketing, tourist behaviour, destination marketing and management, service quality and sustainable tourism.

Gözde Seval Ergün, Akdeniz University

She is an assistant professor (PhD, Assist. Professor) in the Faculty of Manavgat Tourism at Akdeniz University. her main research areas are tourism, marketing, WOM and e-WOM.

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Published

2022-02-01

How to Cite

Uslu, A., & Ergün, G. S. (2022). The Moderator Effect of the Perception of Value Co-Creation on the Relationship between Hotel Brand Equity and WOM. Academica Turistica - Tourism and Innovation Journal, 14(2). Retrieved from https://academica.turistica.si/index.php/AT-TIJ/article/view/275

Issue

Vol. 14 No. 2 (2021)

Section

Articles

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