Figure 3.
The diagram presents value co-creation relationships for Spanish and British consumers in relation to hotel online media, travel websites, and hotel brand equity. For Spanish consumers, value co-creation with hotel online media is 0.21 and with travel websites is 0.64, both connecting to hotel C B E. The link from hotel C B E to hotel brand equity is 0.77 with a confidence range of 0.69 to 0.83. For British consumers, value co-creation with hotel online media is 0.88 and with travel websites is negative 0.10, both linking to hotel C B E. The link from hotel C B E to hotel brand equity is 0.81 with a confidence range of 0.75 to 0.85. Arrows indicate directional relationships, and the layout groups the data for each consumer segment with hotel C B E centrally positioned in a circular frame.Results for hypotheses H4 and H5
Note(s): Standardized coefficient (confidence interval); ** = p-value ≤ 0.01; * = p-value ≤ 0.05; and ns = non-significant relationship
Source: Authors’ own work