Boost effect of sustainable practices and relational innovation on value co-creation and brand equity: outcomes of hotel size moderation

Mariia Bordian, Irene Gil-Saura, Gloria Berenguer-Contri, María-Eugenia Ruiz-Molina () and Antonio Marín-García
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Mariia Bordian: University of Valencia
Irene Gil-Saura: University of Valencia
Gloria Berenguer-Contri: University of Valencia
María-Eugenia Ruiz-Molina: University of Valencia
Antonio Marín-García: University of Valencia

Journal of Marketing Analytics, 2024, vol. 12, issue 3, No 17, 717-733

Abstract: Abstract The aim of this paper is to study the impact of sustainable practices and relational innovation on guests’ perception of value co-creation and brand equity. Moreover, the existence of differences in the proposed relationships is analyzed by employing hotel size as a moderator. A sample of 391 hotel guests was collected utilizing a structured questionnaire. The relationships between the variables were examined using structural equation modeling. The results revealed the boosting effect of sustainable practices and relational innovation on value co-creation. In addition, it can be observed how value co-creation and brand equity enhance guests’ response to revisit intention.

Keywords: Sustainable practices; Relational innovation; Value co-creation; Brand equity; Revisit intention; Hotel size (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41270-024-00309-y

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