Boost effect of sustainable practices and relational innovation on value co-creation and brand equity: outcomes of hotel size moderation

The aim of this paper is to study the impact of sustainable practices and relational innovation on guests’ perception of value co-creation and brand equity. Moreover, the existence of differences in the proposed relationships is analyzed by employing hotel size as a moderator. A sample of 391 hotel guests was collected utilizing a structured questionnaire. The relationships between the variables were examined using structural equation modeling. The results revealed the boosting effect of sustainable practices and relational innovation on value co-creation. In addition, it can be observed how value co-creation and brand equity enhance guests’ response to revisit intention.