The Effects of Tourism Consumers’ Psychological Engagement on Consumer–Brand Relationship Strength

This chapter develops and investigates a theoretical model of consumer brand engagement (CBE) and consumer brand co-creation (CBC) within the tourism industry. Because of the limitations in the existing literature, this chapter examines various consequences of consumers’ psychological (affective and cognitive) engagement: CBC and consumer–brand relationship strength (CBRS) with the tourism/destination brands. Employing partial least-squares structural equation modeling, this chapter evaluates data from tourists. The findings uncovered that psychological-based affective and cognitive engagement positively affects CBC and CBRS. Results revealed that CBC positively affects CBRS. This chapter extends existing knowledge on CBE and CBC and imparts important insights for the tourism practitioners and policymakers in developing psychological CBE and consequent CBC/CBRS with destination brands.