Ranjbaran, Alireza; Shabankareh, Mohammadjavad; … - In: Consumer Behavior in Tourism and Hospitality 17 (2022) 2, pp. 161-179
Purpose In most countries, independent hotels are a major contributor to both national economy and the hospitality sector, but to the best of the authors’ knowledge, there is a lack of any study on brand co-creation (BCC) in independent hotels. This study aims to examine the interrelationship...
