{"id":7607,"date":"2026-09-14T08:54:13","date_gmt":"2026-09-14T07:54:13","guid":{"rendered":"https:\/\/www.jthsm.gr\/?page_id=7607"},"modified":"2026-09-16T09:43:42","modified_gmt":"2026-09-16T08:43:42","slug":"volume-12-issue-1-2026","status":"publish","type":"page","link":"https:\/\/www.jthsm.gr\/?page_id=7607","title":{"rendered":"Volume 12, Issue 1, 2026"},"content":{"rendered":"\n

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Online experiential value co-creation, customer brand engagement and experiential quality: effects on brand performance in the tourism industry<\/a> <\/strong><\/p>\n\n\n\n

\"\"<\/a> Song Bee Lian<\/strong><\/em>, MILA University, Malaysia<\/em>, \"\"<\/a> Ho Ree Chan<\/strong>, Taylor\u2019s University, Malaysia<\/em>, \"\"<\/a> Kanesh Gopal<\/strong>, UCSI University, Malaysia<\/em>, \"\"<\/a> Tee Poh Kiong<\/strong>, MILA University, Malaysia<\/em> & \"\"<\/a> Wong Ling Chai<\/strong>, Universiti Malaysia Sabah, Malaysia<\/em>.
Published online: 5 June 2026, JTHSM, 12(1), pp.1-18.<\/p>\n\n\n\n

DOI: 10.5281\/zenodo.22737724<\/a><\/p>\n\n\n\n

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Abstract<\/strong><\/p>\n\n\n\n

Purpose: <\/em><\/strong>This research attempts to examine the relationships between online experiential value co-creation, customer brand engagement (CBE) and experiential quality, and their effects on brand performance in the tourism industry in Ma-laysia. The experiential value dimensions adopted are functional value, social value, emotional value, and epistemic value in the online co-creation context. Brand performance is measured by the customer-based brand performance model consisting of brand trust and brand loyalty.
Methods:<\/em> <\/strong>By adopting the quantitative method, a survey questionnaire was used to gather the responses from 505 customers who have used travel-related social media networking websites, and experienced services from branded travel com-panies in Malaysia. Structural Equation Modeling (SEM) is used to analyse the data.
Results: <\/em><\/strong>The findings conclude that functional value and social value have positive influence on CBE. Emotional value and epistemic value have no influence on CBE. CBE has positive influence on experiential quality. Finally, experiential quality positively influences brand trust and brand loyalty respectively.
Implications: <\/em><\/strong>Theory of Consumption Value (TCV) is applied to extend an integrative framework of online experiential value co-creation (consumption values) aimed to enhance CBE and experiential quality (consumer consumption behaviour) and brand performance (consumer consumption behavioural outcomes) in the tourism industry.<\/p>\n\n\n\n

Keywords:<\/strong> online experiential value co-creation; customer brand engagement; experiential quality; brand performance; tourism industry<\/em><\/p>\n\n\n\n

JEL Classification: <\/strong>M31, M1, L83<\/p>\n\n\n