European Journal of Tourism Research

Although the concept of value co-creation has been predominant in the marketing discipline, there remains surprisingly little research on value co-creation in branding. This paper aims to provide a systematic literature review to demonstrate how the value co-creation literature for branding and tourism destinations has evolved. A three-phase methodology was adopted to critically analyse 74 articles from 2010 to 2022 to collect ideas and develop a more comprehensive understanding. Five main research areas with several research gaps were identified and categorised as: (a) conceptual research on value co-creation in branding; (b) Technology enables value co-creation in branding; (c) Value co-creation in branding from Enterprises’ perspectives; (d) Customer engagement in brand value co-creation; and (e) Value co-creation in tourism destination branding. Apart from providing valuable insights into value co-creation, the findings also aid marketers in establishing more effective collaboration across a variety of stakeholders and their brands, notably in the tourism industry, thereby adding to the existing literature in the marketing discipline.

Cuc Phuong National Park (CPNP) is Vietnam’s first national park, which has become a model for national parks and protected systems in Vietnam since its establishment in 1962. In spite of its importance to tourism, no systematic analysis has been undertaken thus far to understand the perceptions of its residents toward tourism in their area. Guided by the Social Exchange Theory, this study investigated Cuc Phuong National Park (CPNP) residents’ perceptions of tourism impacts and their support for tourism development in their areas. Additionally, the study also explored how demographic factors (age, gender, ethnicity, place of birth, marital status and level of education, household monthly income, job status and length of residency) explain residents’ perceptions and their support. It was found that residents in general have positive perceptions towards the impacts brought by tourism in CPNP especially with regards to its social-cultural and environmental impacts and they strongly supported tourism development. However, these perceptions differ according to residents’ socio-demographic characteristics. The study also revealed that residents’ age and gender and their perceptions of tourism impacts could be predictors for their support for tourism development in CPNP. Based on these findings, the concluding part discusses the study’s implications and provides suggestions for the future.