ABSTRACT
The engagement concept has appeared in wide ranges of context ranging from educational research, political science to business and management. Customer brand engagement in online communities has many advantages for firms. More scholars are becoming interested in analysing the customer brand engagement in the tourism context. During co-creation process, customers are actively involved in co-creation. Subsequently, firms offer their resources to the customer for the value co-creation. The central assertion and deepest relationships between customers and brand are formed based on a concept called perceived value theory. Such perceived value is mostly based on other values, including functional value, social value, and emotional value. Identification refers to the mutual identity that customer perceive between themselves and community. An expression of identification with brand is conceptualised as a special type of identification. Airbnb online community enables trust to be made between guests and hosts.
