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Purpose Widespread technology adoption in tourism enables tourists to be active content creators, thus, influencing destination brands through co-creation. This study examines value co-creation, social commerce information sharing, and destination brand equity. Design/methodology/approach A quantitative approach was applied to analyse data collected from a global online survey. Hypotheses were tested using PLS-SEM analysis. Findings Results show that destination brand equity is positively influenced by value co-creation. Additionally, social commerce information sharing mediates the relationship between value co-creation and destination brand equity. Practical implications The article adds new insights to tourism marketing by investigating value co-creation, social commerce information sharing and destination brand equity. It also offers interesting implications for destination managers to improve Vietnam as a destination brand. Originality/value This paper is among the first to test the mediating role of social commerce on value co-creation and destination brand equity.

Purpose Widespread technology adoption in tourism enables tourists to be active content creators, thus, influencing destination brands through co-creation. This study examines value co-creation, social commerce information sharing, and destination brand equity. Design/methodology/approach A quantitative approach was applied to analyse data collected from a global online survey. Hypotheses were tested using PLS-SEM analysis. Findings Results show that destination brand equity is positively influenced by value co-creation. Additionally, social commerce information sharing mediates the relationship between value co-creation and destination brand equity. Practical implications The article adds new insights to tourism marketing by investigating value co-creation, social commerce information sharing and destination brand equity. It also offers interesting implications for destination managers to improve Vietnam as a destination brand. Originality/value This paper is among the first to test the mediating role of social commerce on value co-creation and destination brand equity.