Brand Culture Value Co-Creation in Hengzhou Jasmine Tea: SEM-fsQCA Investigation of the Mediating Role of Three-Tea Coordination Perception_Vol. 3 No. 3 (JTM 2026)_Journal of Tourism Management (ISSN: 3005-575X)

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Brand Culture Value Co-Creation in Hengzhou Jasmine Tea: SEM-fsQCA Investigation of the Mediating Role of Three-Tea Coordination Perception

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DOI: https://doi.org/10.62517/jtm.202613302

Author(s)

Zhao Yan

Affiliation(s)

Guilin University of Electronic Technology, Guangxi, China

Abstract

This study investigates the mechanisms underlying brand culture value co-creation (BVC) in Hengzhou Jasmine Tea-the world's foremost jasmine tea producing region-by developing a theoretically grounded mediation model. Drawing on Service-Dominant Logic, cultural branding theory, and China's Three-Tea Coordination (Sancha Tongchou) policy framework, we propose that Cultural Identity (CI), Digital Engagement (DE), Enterprise Capability (EC), and Government Support (GS) jointly influence BVC both directly and indirectly through Three-Tea Coordination Perception (TTC) as a mediator. The model is tested using an integrated SEM-fsQCA methodology on a national survey dataset (n = 532). SEM is employed to estimate net causal paths and test mediation effects; fsQCA reveals the configurational, equifinal pathways to high BVC. Empirical evidence from the 2025 field investigation-covering enterprise interviews at Nanfang Tea Factory and Xiangjuyimo, as well as transaction market observations-grounds the case analysis. The study contributes a novel TTC construct, a mediation-enriched co-creation model, and hybrid analytical insights for agricultural regional brand governance.

Keywords

Brand Value Co-Creation; Three-Tea Coordination; Mediation; SEM; FsQCA; Hengzhou Jasmine Tea; Regional Public Brand

References

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