Assessing the Service Trends, Brand Co-creation, Service Brand Innovation, and Customer–Brand Relationship in Tourism

There has been a significant growth in the service sector in recent years. In addition to the growth in the service sector, the critical role played by services in the development of the manufacturing sector may signal that many manufacturing businesses are moving toward providing quality and efficient services. One of the critical points of delivering a quality and effective service is to create loyal customers, provide engagement, and make innovation because while other sectors are more product innovation-based, service works process-based. Creating brand loyalty and consumer engagement and being an innovator enable retaining existing customers, protecting companies against competitors, and contributing to their financial values. On the other hand, creating brand loyalty has become more complex and sensitive. For this reason, it is crucial to examine the issue in terms of services and different service sectors. In this part of the book, service trends, brand co-creation, service brand innovation, and customer–brand relationships in tourism are evaluated, and examples of business practices are discussed.