What is it about?
The study investigates whether value co-creation (VCC) acts as the mechanism through which customer-based brand equity (CBBE) influences guest experience (GX) in Northern Ghana's hospitality sector, while considering the challenges of a resource-constrained service environment.
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Why is it important?
The study suggests that managers should move beyond merely promoting their brands. Loyalty programs, guest feedback systems, personalization initiatives, sustainability activities, and community engagement should be designed as opportunities for guest participation. This insight is valuable because it provides hotel managers with actionable strategies for enhancing guest experiences and building long-term customer relationships
Perspectives
As a co-author, I consider Beyond the Brand Promise: Co-Creating Unforgettable Guest Experiences to be more than a study on branding and hospitality. It represents an important shift in how we understand service excellence in developing economies, particularly within Ghana's hospitality industry. The article demonstrates that strong brands alone do not guarantee exceptional guest experiences; rather, memorable experiences emerge when hotels actively involve guests in the value creation process.
Dr² Majeed Mohammed
Tamale Technical University
Read the Original
This page is a summary of: Beyond the brand promise: co-creating unforgettable guest experiences, Journal of Hospitality and Tourism Horizons, September 2026, Emerald,
DOI: 10.1108/jhth-03-2026-0052.
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