Abstract

ABSTRACTThe present study explores specific value dimension(s) that generate one type of value outcome as a result of interactive value formation (IVF) – value no-creation – in a cruise service context. Using netnography, customer-generated content on TripAdvisor was analysed. Five keywords “ok”, “average”, “standard”, “decent” and “not good not bad” were linked to value no-creation outcome of IVF. Out of total 2667 online reviews, the data analysis consisted of 165 neutral reviews of tourists’ cruise experiences with 2 major cruise service providers in Helsinki, Finland (Viking Line and Tallink Silja). A grounded theory approach was used to analyse the data. Two value dimensions resulted in value no-creation outcome: cruise ship cabin and buffet. Future studies should incorporate the third outcome of value no-creation for a holistic and realistic understanding of the value concept.

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