Cover -- Half Title -- Title Page -- Copyright Page -- Series Page -- About the Editor -- Table of Contents -- About the Contributors -- Contributors -- Abbreviations -- Acknowledgments -- Preface -- Introduction -- 1. Brand Co-Creation in Tourism and Hospitality -- 2. Impact of Social Media Involvement on Brand Co-Creation during COVID-19 Outbreak in the Tourism Industry -- 3. Co-Creation Facets and Their Impact on Tourist Well-Being: An Empirical Study in the French Context -- 4. Branding and Co-Creation in Emerging Tourist Destinations: A Content Hotel Website Analysis -- 5. Driving Destination-Based Brand Equity: The Role of Tourists' Interaction in Social-Media Destination Brand Communities -- 6. Perceived Value of Images Carrying Tourism Location Information on Social Media and Customer Brand Engagement -- 7. Creating Customer Value-In-Use Based Experience in the Tourism Industry: A Conceptual Framework -- 8. Player- and Spectator-Engagement and Co-Creation in E-Sports Gaming Events During and Post-COVID-19 -- 9. Tourism-Based Gamification as a Platform for Engagement and Co-Creation during COVID-19: Framework and Propositions -- 10. The Role of AR/VR in Improving Customer Experience: A Comprehensive View of Experience and Technology-Based Theories for Tourism Metamorphosis -- 11. Post-COVID-19 Educational Tourism: Social eWOM Adoption, Attitude, and Destination Choice Intention -- 12. Getting a Second Chance: Post-COVID-19 Behavioral Changes of Women Tourists -- 13. Conclusion: Informing Brand Co-Creation and Future Research -- Index.