Consumer Brand Relationships in Tourism: An International Perspective

This book provides a comprehensive overview of consumer-brand relationships (CBR) in tourism and hospitality, including pre-, during- and post-COVID-19 pandemic. It critically investigates the current debates, questions and controversies within the field and includes both theory and practical cases from around the globe. It brings together leading specialists from various disciplinary backgrounds and geographical regions, to offer state-of-the-art theoretical reflections and empirical research on contemporary issues. This book is a reference point for scholars, researchers, academics and students in the field of CBR across disciplines including tourism, hospitality, leisure, festivals and events.

Raouf Ahmad Rather is global scientific-researcher, guest faculty and research associate at the Department of Management Studies (South Campus), University of Kashmir, Jammu and Kashmir, India. His research interests center on consumer brand relationships, brand co-creation, customer brand engagement, customer brand experience, service innovation, customer brand loyalty and tourism crises/pandemic. His work has been published in many top-tier journals and book chapters.