Explaining the Role of Customer Engagement in Creating Value for the Hotel tourism industry Based on Perceived Value and Value Provided to the Customer

The purpose of this paper is explaining the Role of Customer Engagement in Creating Value for the Hotel Tourism Industry Based on Perceived Value and Value Provided to the Customer. For this purpose, Hotel customers in Tabriz, Iran, were selected as the sample population, and 752 customers participated in the research by completing the questionnaire. A convenience sampling method was used to select statistical sample. The research hypotheses were tested using structural equation modeling technique and AMOS software. The results of the research showed that the utilitarian value and hedonistic value have a positive effect on customer perceived value. Also, the research findings showed that the customer perceived value has a positive effect on all three dimensions of customer engagement value (Customer Lifetime, Customer Influence Value, and Customer Knowledge Value).