Yeboah, Dora; Ibrahim, Masud; Agyapong, Kingsley - In: Journal of Hospitality and Tourism Insights 6 (2022) 5, pp. 1840-1859
Purpose This study aims to investigate the drivers that motivate employees and guests' hotel service participation to understand how that can influence the implementation of Value Co-Creation (VCC) in sub-Saharan African context. Design/methodology/approach Using an interpretive paradigm, the...