Value co-creation for memorable touristic experiences. Experimental evidence of the effects on consumer satisfaction and purchase intention
Carregando...
Arquivos
Data
2023-09-20
Autores
Orientador(res)
Sarfati, Gilberto
Métricas
Título da Revista
ISSN da Revista
Título de Volume
Resumo
The integration of the Internet with other technologies has profoundly impacted consumer relations in the tourism and hospitality industry, allowing for disintermediation and direct consumer access to service providers. In this challenging scenario, travel agencies may strategically tailor touristic services and deliver memorable experiences by engaging consumers in co-creating their travel itineraries. This study tests the hypothesis that involvement in a cocreation process with a tourist service provider positively affects consumer satisfaction and purchase intention. An experimental study was conducted to assess this, and the results supported the hypotheses. Furthermore, the research identified the mediating role of satisfaction in consumers' travel purchasing decisions, contributing to understanding how tourists' satisfaction mediates the relationship between co-creation and travel purchase intention. This approach presents new theoretical perspectives. Moreover, practical implications are provided for travel agents, operating both online and offline, to enhance their competitiveness by incorporating co-creation processes into their routines, which can increase consumers’ perceived value.