Efficacy of co-creation and mastering on perceived value and satisfaction in tourists' consumption (original) (raw)
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Revisiting Value Co-creation and Co-destruction in Tourism
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As COVID-19 has shown in a way unimaginable before it hit, tourism is susceptible to uncertainty and incidents that can directly impact the supply and demand of its discretionary products and services. Before the pandemic, consensus had been reached among practitioners and academics that consumer experience is more important than ever for enterprises as well as destinations, as the sector had become globalized, reached maturity and became highly competitive. Tourism came to a grinding halt due to the pandemic and recovery may take years. Still, the pathway to success (or failure) lies on the overall satisfaction of visitors and tourists, which heavily depends on perceived value; a concept that can be co-created or co-destroyed by the very interaction between all social actors and stakeholders involved. Value creation or destruction is critical not just for traditional supply of and demand for, but also for an array of actors across value and distribution chains (including for example staff and intermediaries across the networks). The special issue's aim was to assist the better understanding of value co-creation and co-destruction in tourism development by bringing together different perspectives and disciplines. Judging from the diversity of the theoretical perspectives of the articles collected in this issue and the richness of the presented findings the special issue has indeed achieved its aim. Yet some real trends could be distinguished: the relevance of online communication and information; the importance of interpersonal encounters and social interaction for value co-creation and co-destruction in tourism; and the challenges in the design and delivery process of co-created experiences.
Factors Affecting Customer Value Co-Creation Behavior: A Case of Tourism Industry
2020
The main purpose of this study is to find the factors affecting value co-creation behavior. This study also aimed to find the mediating role of customer co-creation attitude on the relationship between factors and value co-creation behavior. The target population selected for this study was the northern areas of Pakistan. The sample size of this study was (n=480) respondents. The data were collected at three different time's intervals, i.e. at the time, 1, independent variables data were collected at time 2 mediating variable was collected, and at time 3 dependent variable data was collected. This study results revealed that all factors have a positive and significant effect on customer value co-creation behavior. The results revealed that customer co-creation attitude has a positive and significant mediating role between factors and customer value co-creation behavior. The results of this study will open a new avenue in the tourism sector and as well for scholars and practition...
Co-creating tourist experiences to enhance customer loyalty and travel satisfaction
Purpose – The purpose of this paper is to highlight the need for cooperation between tourists and travel professionals in creating a memorable visitor experience. The objectives of the study are twofold: first, to explain the concept of tourist experience co-creation and, second, to explore the relationships among tourist experience co-creation, customer satisfaction, overall travel satisfaction and customer loyalty towards travel professionals. Methodology – The study uses constructs from past literature. A survey was conducted on a convenience sample of 422 Croatian residents who had travelled at least once in the year prior to the study. The hypotheses were empirically tested and validated by partial least square structural equation modelling (PLS-SEM). Findings – Participation in the co-creation process of an experience, together with travel professionals, positively affects customer satisfaction. Further, customer satisfaction with co-creation has a positive effect on overall travel satisfaction and customer loyalty to travel professionals. There is also evidence that overall travel satisfaction positively affects customer loyalty to service provider. Contribution – This study contributes to the knowledge of tourist experience co-creation within the theory of service-dominant logic and customer behaviour. The scientific contribution is found in testing the influence of tourist experience co-creation on tourist satisfaction and loyalty. The applicable contribution emphasises the necessity to include tourists as an active, involved and participating part in the process of providing services. Their involvement in this process will positively affect their satisfaction and loyalty.
Advances in Hospitality and Tourism Research (AHTR)
The purpose of this study was to determine the mediating role of the tourists' citizenship behavior between the value co-creation with customers and customer satisfaction. The data of the study was collected through a survey administered to the tourists who visited Antalya and purchased the touristic products through the co-creation. Confirmatory factor analysis, structural equation modeling analyses, and SPSS process extension analysis were carried out on 252 valid survey data collected from the sample. The results of the study showed that the value co-creation with customers was clustered in two factors: (i) experience quality value and (ii) individual value. The tourists' citizenship behavior consisted of four factors: (i) advocacy behavior, (ii) tolerance behavior, (iii) helping behavior and (iv) feedback behavior. According to another result of the study, the value co-creation with customers had a statistically significant and positive direct effect on customer satisfaction and the dimensions constituting the citizenship behavior of the tourists. Furthermore, it was concluded that the mediating effects of the advocacy and tolerance dimensions on the relationship between the value co-creation with customers and customer satisfaction were found to be statistically significant and positive.
Conceptualising Customer-to-customer Value Co-creation in Tourism
2014
Rihova, I., Buhalis, D., Moital, M. & Gouthro, M.-B. (2015) “Conceptualising customer-to-customer value co-creation in tourism”, International Journal of Tourism Research, Vol.17, Issue 4, pp. 356-363. DOI: 10.1002/jtr.1993 ABSTRACT The notion that tourists actively co-create value with organisations is increasingly acknowledged in tourism marketing. Yet, not much is known about the processes in play when customers co-create value with each other. This conceptual paper offers a theoretical basis for the study of customer-to-customer co-creation in tourism contexts, while debating the epistemological assumptions of value-related research in tourism. Proposed conceptual framework posits that value is socially constructed and embedded in tourists’ social practices. key words tourism experience; co-creation; value; customer-to-customer; social practices
Co-creation in tourism marketing: What does it mean?
2018
The aim of the study is to analyze the current situation of tourism marketing literature regarding value co-creation, to be able to detect possible gaps in the literature and, in turn, move forward in future investigations. Thus, our research question is: what is co-creation in tourism marketing?
CO-CREATION OF EXPERIENCE VALUE: A TOURIST BEHAVIOUR APPROACH
see http://www.cabi.org/cabebooks/ebook/20143234492, 2014
This chapter first describes what is and what constitutes a memorable experience and addresses afterwards the issue of how to engage tourists to collaborate in the co-creation of such experiences. The chapter considers involvement in tourist experiences as a mediator and moderator variable in value co-creation. In particular, after defining the involvement construct, discussing its measurement, and presenting the different research methodologies that have been used to investigate it, the chapter discusses the main implications and consequences of tourists' involvement in the delivery of tourism experiences. Strategies that could be adopted in order to encourage tourists' engagement with the tourism firms and destinations are provided at the end of the chapter. Together with these managerial and marketing implications for tourism managers, future lines of research that may be identified from gaps identified in the literature are also discussed.
The notion that tourists actively co-create value with organisations is increasingly acknowledged in tourism marketing. Yet, not much is known about the processes in play when customers co-create value with each other. This conceptual paper offers a theoretical basis for the study of customer-to-customer co-creation in tourism contexts, while debating the epistemological assumptions of value-related research in tourism. Proposed conceptual framework posits that value is socially constructed and embedded in tourists' social practices.
Rihova, I., Buhalis, D., Gouthro, M., Moital, M., 2018 Customer-to-customer co-creation practices in tourism: lessons from Customer-Dominant logic, Tourism Management, Vol. 67, pp.362-375 https://doi.org/10.1016/j.tourman.2018.02.010 Download FREE before 5 May https://authors.elsevier.com/c/1WjrfxTbMiwQx Abstract This study aims to explore specific customer-to-customer (C2C) co-creation practices and related value outcomes in tourism. The importance of C2C co-creation is first discussed in the context of the Service-Dominant logic, then a new approach to the study of tourists' social practices and related value-outcomes is proposed, drawing on the recently emerged Customer-Dominant logic in marketing. A pragmatic philosophy is adopted to best address the research questions in a purposively selected sample of five UK-based festivals. Qualitative interview- and observation-based methods are adopted to identify 18 C2C co-creation practices, placing these on a continuum of autotelicinstrumental and private-public practices. Four value-outcome categories are discussed: affective, social, functional and network value. The conclusions highlight the importance of value formed when tourists cocreate with each other in tourism settings and the authors identify specific opportunities for facilitating this process. Possible applications for future research are discussed, highlighting the merits of pragmatism. Keywords Co-creation; Value; Customer-Dominant logic; Customer-to-customer; Social practices; Pragmatism; Festivals Highlights • Customer-Dominant logic provides insights into tourists' co-creation practices. •Practices performed on a continuum autotelic – instrumental and private - public. •Tourists' C2C co-creation results in affective, social, functional and network value. •Pragmatist paradigm and qualitative methods needed for C2C co-creation research.
Neuhofer, B. 2016. Value Co-Creation and Co-Destruction in Connected Tourist Experiences
Information and communication technologies (ICTs) have become a key resource that has transformed travel and tourist experiences. Due to the increasing ubiquity and mobility of ICTs, they have become integral in creating connected experiences that interlink travel with everyday life. While recent studies have investigated value co-creation and the enhancement of experiences through ICTs, there is less knowledge about potential value co-destruction when ICTs come into place. This paper provides a first exploratory study to examine technology resource integration by looking at the dichotomous relationship of value co-creation and value co-destruction in connected tourist experiences. By adopting a qualitative in-depth methodology, this study has identified six dimensions, which highlight how value can be created and destroyed through connectedness. The paper contributes to service-dominant logic, resource integration and value creation discourses in a tourism and technology context, for which several theoretical and practical limitations are discussed.