Figure 1.
The diagram illustrates a flowchart of customer experience stages related to hotels, including dreaming, pre-visit, visit, and post-visit phases. Central to the flowchart is the concept of value co-creation with the hotels online media and travel websites, represented in large ovals. Arrows indicate the connections between these stages and factors like cognitive processing, affect, and activation, leading to the Hotel Customer Brand Equity (C B E) and ultimately to hotel brand equity. The flowchart includes indicators for hypotheses labelled H1 through H5, with a connection to culture that impacts these relationships. The layout is structured to show directional flow from customer experiences to the outcomes of brand equity, emphasizing the interaction between the various components.Proposed research model
Source: Authors’ own work