How Does Value Co-Creation Behavior Affect Destination Loyalty? A Role Switching Perspective

Abstract

The concept of value co-creation brings about changes in tourists’ roles from value receivers to producers. Most existing studies take value co-creation behavior as a single dimension, ignoring the role switching of tourists. Starting from the precise constitution of value co-creation behavior, this paper, utilizing the method of structural equation modeling (SEM), discusses the mechanism of the effects of tourist participation behavior and citizenship behavior on destination loyalty through each sub-dimension of perceived value. The results showed the following: (1) The participation behavior (in-role) and citizenship behavior (extra-role) of tourists affect different value dimensions. (2) The value co-created by tourists presents a hierarchical state from the primary to the higher level. Among the types of value, novelty and social value belong to the primary level while quality, economic, knowledge, and emotional value belong to the higher level. (3) Destination loyalty is driven not only by tourist behavior (in-role) but also by citizenship behavior (extra-role). Based on the perspective of role switching, this paper establishes the theoretical framework of role switching in the era of value co-creation and proposes some strategic suggestions for marketing transformation.

Tourist Satisfaction, Willingness to Revisit and Recommend, and Mountain Kangyang Tourism Spots Sustainability: A Structural Equation Modelling Approach

“…(3) Emotional Value Emotional value refers to the ability and utility of a product that can change the emotional state of consumers [62]. The emotional value of tourism refers to the emotions of tourists after travel and the perceptual utility that stimulates the emotional state of the individual.…”

“…(5) Economic Value Economic value refers to the return on investment for consumption [62]. The economic value of tourism refers to the perception and evaluation of travel expenses from tourists [52].…”

Influence of Online Reviews on Student Satisfaction Seen through a Service Quality Model

“…Service providers must understand the impact of social media to have an effective influence on their consumers and serve them better. A few corporate social networking websites already allow current and potential consumers to not only exchange information about products or services but also to engage in co-creating value in online experiences with offline outcomes [20][21][22][23]. This idea allows corporations and service providers to realize their mistakes and improve their quality and market share through understanding customers' expectations and opinions without spending large amounts of money and time [24].…”

Análise De Conteúdo Dos Fatores Que Levam À Inovação No Setor De Gastronomia

“…Os trechos destacados a partir das entrevistas com os chefs remetem à cocriação associada à cadeia de suprimentos, por meio da inovação conjunta, com a requisição dos chefs ou mesmo pelo oferecimento de ingredientes por parte dos fornecedores para que possam desenvolver novos pratos, formando um mecanismo de retroalimentação por meio do feedback, o que demanda das empresas um pensamento sistêmico (Capra & Luisi, 2014;Feng Xu et al, 2021).…”

“…Com o valor da cocriação é possível transformar, tanto o turista, quanto o residente local, além de receptores, também em criadores de produtos, por meio da utilização de seus conhecimentos para a melhoria de produtos e serviços, gerando, dessa forma, um mecanismo de retroalimentação por meio do feedback, o que permite a geração de um ecossistema de stakeholders, demandando da empresa um pensamento sistêmico (Capra & Luisi, 2014;Feng Xu et al, 2021). Lv et al (2021) sugerem o uso de cocriação associado à cadeia de suprimentos, de forma a se utilizar o conhecimento existente nos fornecedores, com parcerias que possibilitem, por exemplo, o oferecimento de ingredientes para que os chefs possam criar novos pratos.…”