Demystifying brand-disidentification in wellness tourism: A service-based value co-destruction perspective
Tourism and Hospitality Research
Published online on June 09, 2025
Abstract
Tourism and Hospitality Research, Ahead of Print.
Embracing co-creation and addressing value co-destruction are essential components for creating a strong brand identity in the wellness tourism industry. The present research employs a cross-sectional research methodology (N= 286) to evaluate service-...
Embracing co-creation and addressing value co-destruction are essential components for creating a strong brand identity in the wellness tourism industry. The present research employs a cross-sectional research methodology (N= 286) to evaluate service-...