Efficacy of co-creation and mastering on perceived value and satisfaction in tourists' consumption

Abstract

This study explores the effects of participation, namely co-creation and mastering, on the perceived value of consumers' experience and satisfaction. Co-creation comprises both physical and psychological (mental) participation, and mastering represents consumers' self-perceived knowledge and skills in taking part in experiential activities. Adventure tourism is chosen as an empirical case to put forward participation practices and their effects in an experiential consumption setting. The present work uses a logit model for the model estimation that considers the relationships between participation and satisfaction directly and through value perception.The study results reveal that consumers' mastering and psychological co-creation are significant for value perception. The study also finds value perception to mediate the relation between participation and satisfaction. Consequently, consumers' participation augments satisfaction by creating value in the experience. This study contributes to the theory in two ways. First, it reveals the importance of including the mastering and co-creation dimensions in acknowledging consumers as resource integrators for value creation in experiences. Second, the study shows that satisfaction in experiential consumption evolves through consumers' participation in creating their own perceived value of the experience, indicating innovation potential for the tourism industry.

Halal holidays: How is value perceived by Muslim tourists?

“…Phau et al () found that consumption values are important antecedents of consumer choice in the context of destinations. Williams and Soutar () and Prebensen and Xie () also elicited that novelty value, emotional value, and social value significantly influence tourists' satisfaction. However, research that explores consumption values from a Muslim consumer or Islamic perspective remains scarce.…”

“…Phau et al (2014) found that consumption values are important antecedents of consumer choice in the context of destinations. Williams and Soutar (2009) and Prebensen and Xie (2017) Thus, understanding the expectations of Muslims would help local marketers to facilitate the requirements of Sri Lankan Muslims and could indirectly contribute towards reduction of the tension between peoples from different ethnic backgrounds. Additionally, the lead author of this study is a Sri Lankan native, and there was a personal interest in the changing religious landscape and consumption practices in Sri Lanka, particularly in the tourism sector, where halal tourism has been introduced recently.…”

“…The consumption value theory developed by Sheth et al (1991) suggests that consumption choices are influenced by five values, namely, functional, emotional, social, economic, and epistemic and conditional values. In the context of tourism, it has been found that consumption values act as the antecedents of tourist destination choice (Phau, Quintal, & Shanka, 2014) and consumption values have a significant effect on tourists' satisfaction (Prebensen & Xie, 2017;Williams & Soutar, 2009). Thus, consumption value theory provides a promising avenue to conduct such an in-depth exploration on perceived values associated with halal tourism.…”

The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists’ Citizenship Behavior: Malaysian Cultural and Creative Industries

“…Tourists contribute their resources to an experience co-creation process with various stakeholders for mutual benefits in terms of hedonic, altruistic, or social benefits [89,90]. Moreover, studies by Gallarza and Saura, and Woodruff [91,92] suggest that value is a more complete variable to satisfaction than service quality.…”

Open Collaboration as Marketing Transformation Strategy in Online Markets: The Case of the Fashion Sector

“…Other authors [48] stated that the physical and mental participation of the individual in co-creation actions and the mastery or knowledge of the action itself have a direct effect on his or her experience of perceived value and on his or her satisfaction with the co-creation.…”