A Model of Perceived Co-creation Value in Tourism Service Setting: An Application of Structure Equation Modeling.

Kefang Tao,Jiangeng Ye,Poju Chen,Hanjie Xiao

doi:10.3389/fpsyg.2022.808114

Abstract

This study explores how the perceived co-creation values (PCVs) from tourists’ perspectives are applied in the customized tour arrangement service setting. The sequential qualitative and quantitative methods are adopted for this study. The initial qualitative method in terms of the proactive semi-structured interview is conducted to identify and explore the dimension of the PCV construct and to develop its measurement scale. The quantitative method by the structure equation model is employed for the proposed conceptual model fitness assessment and consolidation. Our work contributes to the progression of value co-creation research in a customized tourism context and provides a valid and reliable PCV instrument to tourism practitioners for a better service platform designing. The mediating role of customer satisfaction (CS) between PCV and customer loyalty (CL) offers service providers a deeper understanding of customer psychology and behavior, and thus, the loyal customer cultivation strategy.

Highlights

As we step into the era of the experience economy, increasing attention has been received, especially by a high-contact service company
It is of paramount importance for tourism service suppliers to remain competitive by providing customers with a unique and memorable experience, which requires customer participation and a connection that links the customer to the experience (Pine and Gilmore, 1998; Shaw et al, 2011)
Rather et al (2022) conducted a first-time vs. repeat tourism customer engagement, experience, and value co-creation study. Their investigation concentrates on customer tourism destination-related experience, while our work focuses on customized tour arrangement service setting

Summary

A Model of Perceived Co-creation Value in Tourism Service Setting

Reviewed by: Alexander Preko, Sapienza University of Rome, Italy Eduardo Moraes Sarmento, Lusophone University of Humanities and Technologies, Portugal. This study explores how the perceived co-creation values (PCVs) from tourists’ perspectives are applied in the customized tour arrangement service setting. The sequential qualitative and quantitative methods are adopted for this study. The initial qualitative method in terms of the proactive semi-structured interview is conducted to identify and explore the dimension of the PCV construct and to develop its measurement scale. The quantitative method by the structure equation model is employed for the proposed conceptual model fitness assessment and consolidation. Our work contributes to the progression of value co-creation research in a customized tourism context and provides a valid and reliable PCV instrument to tourism practitioners for a better service platform designing.

INTRODUCTION

CONCLUSION

LIMITATIONS AND FUTURE

Findings

DATA AVAILABILITY STATEMENT