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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Mariia Bordian & Irene Gil-Saura & Gloria Berenguer-Contri & María-Eugenia Ruiz-Molina & Antonio Marín-García, 2024. "Boost effect of sustainable practices and relational innovation on value co-creation and brand equity: outcomes of hotel size moderation," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 717-733, September.
    • Handle: RePEc:pal:jmarka:v:12:y:2024:i:3:d:10.1057_s41270-024-00309-y
    DOI: 10.1057/s41270-024-00309-y
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