Summary of hypothesis-testing
| Hypothesis | Relationship | Empirical support |
|---|---|---|
| H1 | CBE→brand equity | Yes |
| H2 | Co-creation with the hotel’s online media→CBE | Yes |
| H3 | Co-creation with travel websites→CBE | No |
| H4 | Co-creation with the hotel’s online media→CBE (moderating role of culture) | Yes |
| H5 | Co-creation with travel websites →CBE (moderating role of culture) | Yes |
| Hypothesis | Relationship | Empirical support |
|---|---|---|
| CBE→brand equity | Yes | |
| Co-creation with the hotel’s online media→CBE | Yes | |
| Co-creation with travel websites→CBE | No | |
| Co-creation with the hotel’s online media→CBE (moderating role of culture) | Yes | |
| Co-creation with travel websites →CBE (moderating role of culture) | Yes |
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