The effect of value co-creation on tourists' intention to revisit destinations
DOI:
https://doi.org/10.11606/issn.1984-4867.v35ip184-202Keywords:
Regression, Revisit Intention, Tourism, Value Co-creationAbstract
This research aimed to analyze the effect of value co-creation in relation to tourists' return intention. Among the methodological procedures adopted, we performed confirmatory factor analysis - including reliability, convergent validity and discriminant validity tests - and simple linear regression. The sample comprised 108 tourists who had recently experienced tourism. The data collection instrument was made by the Google Forms platform and submitted to respondents through E-mail, WhatsApp and Social Media. Our main theoretical contribution indicates that value co-creation explains 26% of the return intention of tourists who have recently experienced tourism in Brazil. As a managerial contribution, we emphasize that companies can create strategies that allow tourists to co-create their own travel experiences, choosing different destinations, vacation days, type of stay and activities (package customization), in addition to stimulating C2B (customer to bussines) interaction or C2C (customer to customer) on social media and online platforms.
Downloads
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2001). Nature and operation of attitudes. Annual Review of Psychology, 52, 27-58. https://doi.org/10.1146/annurev.psych.52.1.27
Ali, F., Ryu, K., & Hussain, K. (2016). Influence of experiences on memories, satisfaction and behavioural intentions: a study of creative tourism. Journal of Travel and Tourism Marketing, 33(1), 85-100. https://doi.org/10.1080/10548408.2015.1038418
Bekkers, V. Voorberg, H., & Tummers, l. G. (2015) A systematic review of co-creation and co-production: Embarking on the social innovation journey. Public Management Review, 17(9), 1333–1357. https://doi.org/10.1080/14719037.2014.930505
Binkhorst, E., & Dekker, T. (2009). Agenda for co-creation tourism experience research. Journal of Hospitality Marketing & Management, 18(2), 311–327. https://doi.org/
1080/19368620802594193
Busser, J., & Shulga, l. (2018) Co-created value: multidimensional scale and nomological network. Tourism Management, 65, 69-86. https://doi.org/10.1016/
j.tourman.2017.09.014
Cabiddu, F., Lui, T., & Piccoli, G. (2013). Managing value co-creation in the tourism industry. Annals of Tourism Research, 42(XX), 86-107. https://doi.org/10.1016/
j.annals.2013.01.001
Cederholm, E., & Hultman, J. (2010). The Value of Intimacy –Negotiating Commercial Relationships in Life-style Entrepreneurship. Journal of Hospitality and Tourism, 10(1), 16-32. https://doi.org/10.1080/15022250903442096.
Chagas, G. M. O., & Aguiar, E. C. O. (2020). Papel de Motivações Utilitárias e Hedônicas na Cocriação de Valor e sua Relação com a Experiência no AIRBNB. Revista Brasileira de Pesquisa em Turismo, 14(3), 158-175. https://doi.org/10.7784/rbtur.v14i3.1922
Chang, L.-L., Backman, K. F., & Huang, Y. C. (2014). Creative tourism: A preliminary examination of creative tourists’ motivation, experience, perceived value and revisit intention. International Journal of Culture, Tourism and Hospitality Research, 8(4), 401–419. https://doi.org/10.1108/IJCTHR-04-2014-0032
Chen, C.-F., & Chen, F.-S. (2010). Experience quality, perceived value, satisfaction and behavioural intentions for heritage tourists. Tourism Management, 31(1), 29–35. https://doi.org/10.1016/j.tourman.2009.02.008.
Dolci, P. C., Brambilla, F. R., & Murillo, M.V. (2020). Cocriação & Inspiração: Proposta de um Modelo Aplicado para Cocriação de Valor Encontro da ANPAD – EnANPAD 2020.
Edvardsson, B., Tronvoll, B., & Gruber, T. (2011). Expanding understanding of service exchange and value co-creation: a social construction approach. Journal of the Academy of Marketing Science, 39(2), 327-339. https://doi.org/10.1007/s11747-010-0200-y.
González-Mansilla, Ó., Berenguer-Contrí, G., & Serra-Cantallops, A. (2019). The impact of value co-creation on hotel brand equity and customer satisfaction. Tourism Management, 75, 51–65. https://doi.org/10.1016/j.tourman.2019.04.024
Grandy, G. (2013). An exploratory study of strategic leadership in churches. Leadership & Organization Development Journal, 34(7), 616-638. https://doi.org/10.1108/LODJ-08-2011-0081.
Grissemann, U. S., & Stokburger-Sauer, N. E. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483–1492. https://doi.org/10.1016/
j.tourman.2012.02.002
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate data analysis. Upper Saddle River, NJ: Pearson Prentice Hall.
Hartman, R. (1967). The structure of values: Foundations of scientific axiology. Carbondale, IL: Southern Illinois University Press
Hoppe, A., Barcellos, M., Vieira, L., & Matos, C. (2012). Comportamento do consumidor de produtos orgânicos: uma aplicação da teoria do comportamento planejado. BASE - Revista de Administração e Contabilidade de Unisinos, 9(2), 174-188. http://dx.doi.org/10.4013/base.2012.92.06
Hyun, S., Kim, W., & Lee, M. (2011). The impact of advertising on patrons’ emotional responses, perceived value, and behavioral intentions in the chain restaurant industry: The moderating role of advertising-induced arousal. International Journal of Hospitality Management, 30(3), 689–700. https://doi.org/10.1016/j.ijhm.2010.10.008
Krüger, C., Seifert Marquezan Berlez, J. L., de Freitas Michelin, C., Melo de Souza, G., & Escalante Peiter, E. (2023). Determinantes da intenção em seguir a carreira na contabilidade: uma análise à luz da teoria do comportamento planejado. SINERGIA - Revista do Instituto de Ciências Econômicas, Administrativas e Contábeis, 27(1), 141–158. https://doi.org/10.17648/2236-7608-v27n1-14971
Krus, D., & Helmstadter, G. (1993). The problem of negative reliabilities. Educational and Psychological Measurement, 53, 643-650. https://doi.org/10.1177/0013164493053003005
Leri, I., & Theodoridis, P. (2019). The effects of the winery visitor experience on emotions, satisfaction and on post-visit behaviour intentions. Tourism Review, 74(3), 480-502. https://doi.org/10.1108/TR-07-2018-0092
Malthouse, E., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing customer relationships in the social media era: introducing the social CRM house. Journal of Interactive Marketing, 27(4), 270–280. https://doi.org/10.1016/j.intmar.2013.09.008
Meng, B., & Cui, M. (2020). The role of co-creation experience in forming tourists revisit intention to home-based accommodation: Extending the theory of planned behavior. Tourism Management Perspectives, 33, 100581. https://doi.org/10.1016/
j.tmp.2019.100581
MacKay, K., Barbe, D., Van Winkle, C., & Halpenny, E. (2017). Social media activity in a festival context: Temporal and content analysis. International Journal of Contemporary Hospitality Management, 29(2), 669-689. https://doi.org/10.1108/IJCHM-10-2015-0618
Millán, C., Garzon, D., & Navarro, S. (2016). C2C interactions creating value in the Route of Santiago. Journal of Business Research, 69(11), 5448-5455. https://doi.org/10.1108/IJCHM-10-2015-0618
Monteiro, C. (2020). O impacto da co-criação de clientes nos serviços e a intenção de revisita. Aplicação ao setor do Turismo [Dissertação de Mestrado, Universidade do Porto]. Repositório Aberto da Universidade do porto. https://repositorio-aberto.up.pt/bitstream/10216/131337/2/435043.pdf
Neuhofer, B., Buhalis, D., & Ladkin, A. (2012). Conceptualising technology enhanced destination experiences. Journal of Destination Marketing and Management, 1(1-2), 36-46. https://doi.org/10.1016/j.jdmm.2012.08.001
Nunes, G. C., Milan, G. S., Eberle, L., Toni, D., & Olea, P. M. (2021). Co-Creation, Value-In-Use, Satisfaction, And Switching Costs As Antecedents Of Higher Education Students Retention. Revista de Administração da UFSM, 14(3), 545-567. https://doi.org/10.5902/1983465935697
Parvatiyar, A., & Sheth, J. N. (2000). The domain and conceptual foundations of relationship marketing. Handbook of Relationship Marketing. Thousand Oaks.
Prahalad, C., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard Business Review, 78(1), 79-87. https://hbr.org/2000/01/co-opting-customer-competence
Ranjan, K., & Read, S. (2016). Value co-creation: concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290-315. https://doi.org/10.1007/s11747-014-0397-2.
Ribeiro, T., Kevin, K., Costa, B., Urdan, A. (2019). Conhecendo as bases da cocriação de valor. Revista Eletrônica de Administração e Turismo (ReAT), 13(1), 1906-1926.
Ribeiro, T., Costa, B., & Freire, O. (2021). Cocriação de valor no turismo: validação e replicação de escala em relação à intenção de recomendação boca-a-boca. Revista Brasileira de Pesquisa em Turismo, 15(2), e-1924. https://doi.org/10.7784/rbtur.v15i2.1924
Ribeiro, T., Costa, B., Ferreira, M., & Freire, O. (2023). Value co-creation in tourism and hospitality: A systematic literature review. European Management Journal, 41(6), 985-999. https://doi.org/10.1016/j.emj.2022.12.001
Reichenberger, I. (2017). C2C value co‐creation through social interactions in tourism. International Journal of Tourism Research, 19(2), 1-10. https://doi.org/10.1002/jtr.2135
Ringle, C., Silva, D., & Bido, D. (2014). Modelagem de Equações Estruturais com Utilização do Smartpls. Revista Brasileira de Marketing, 13(2), 56-73. https://doi.org/10.5585/remark.v13i2.2717
Roggeveen, A., Tsiros, M., & Grewal, D. (2012). Understanding the co-creation effect: When does collaborat-ing with customers provide a lift to service recovery?. Journal of the Academy of Marketing Science, 40(6),771-790. http://dx.doi.org/10.1007/s11747-011-0274-1.
Sugathan, P., & Ranjan, K. (2019). Co-creating the tourism experience. Journal of Business Research, 100, 207-217. https://doi.org/10.1016/j.jbusres.2019.03.032
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
Taveira, N. V., Costa, B. K. Cintra, R. F., & Biancolino, C. A. (2020). Cocriação de Valor e Diálogo entre Stakeholders: Estudo de Caso em Empresa Fornecedora de Tecnologia para Organizações do Setor de Turismo e Hospitalidade. Revista Ciências Administrativas, 26(3), p. 1-17. https://doi.org/10.5020/2318-0722.2020.26.3.9444
Vargo, S., & Lusch, R. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036
Vivek, S., Beatty, S., & Morgan, R. (2012). Customer engagement: exploring customer realationships be-yond purchase. Journal of Marketing Theory and Practice, 20(2), 127-145. https://doi.org/10.2753/MTP1069-6679200201.
Wigfield, A., & Eccles, J. S. (2000). Expectancy–value theory of achievement motivation. Contemporary Educational Psychology, 25(1), 68–81. https://doi.org/10.1006/ceps.1999.1015
Wong, K., & Lai, I. (2019). The effects of value co-creation activities on the perceived performance of exhibitions: A service science perspective. Journal of Hospitality and Tourism Management, 39, 97-109. https://doi.org/10.1016/j.jhtm.2019.03.003
Wu, M., Pearce, P., & Dong, W. (2017). How satisfying are Shanghai’s superior hotels? The views of international tourists. International Journal of Contemporary Hospitality Management, 29(4), 1096-1115. https://doi.org/10.1108/IJCHM-01-2015-0014
Yen, C.-H, Teng, H.-Y., & Tzeng, J.-C. (2020). Innovativeness and customer value co-creation behaviors: Mediating role of customer engagement. International Journal of Hospitality Management, 88, 102514. https://doi.org/10.1016/j.ijhm.2020.102514
Zatori, A. and Beardsley, M. (2017). On-site and memorable tourist experiences: trending toward value and quality-of-life outcomes. Advances in Hospitality and Leisure, 13, 17-45. https://doi.org/10.1108/S1745-354220170000013003
Zhang, Z., Ye, Q., Law, R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29(4), 694–700. https://www.sciencedirect.com/science/article/abs/pii/S0278431910000198
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Thiago de Luca Santana Ribeiro, Marcela Aparecida da Silva, Eduardo Mesquita, Benny Kramer Costa
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Authors retain the copyright and grant the journal the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International (CC BY-NC-SA 4.0), allowing the sharing of the work with recognition of its authorship and initial publication in RTA.
