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Value propositions during service mega-disruptions: Exploring value co-creation and value co-destruction in service recovery

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  • Assiouras, Ioannis
  • Vallström, Niklas
  • Skourtis, George
  • Buhalis, Dimitrios

Abstract

This paper explores value co-creation and co-destruction by focusing on the role of value propositions, practices, and institutions in the tourism ecosystem during COVID-19. Customers that had experienced travel cancellations were interviewed. The findings indicate that during service mega-disruptions, customers re-evaluate resources and value propositions by prioritizing eudemonic well-being, demonstrating at the same time sympathy for the tourism firms' well-being. However, consumers expect reciprocity, honesty, transparency, and flexibility from tourism firms. The service mega-disruption of COVID-19 provoked a misalignment of practices and routines that led to value co-destruction. This paper proposes that value co-creation can be achieved during a service mega-disruption when actors demonstrate more altruism, solidarity, and shared intentions to maximize or protect the well-being of the ecosystem's actors.

Suggested Citation

  • Assiouras, Ioannis & Vallström, Niklas & Skourtis, George & Buhalis, Dimitrios, 2022. "Value propositions during service mega-disruptions: Exploring value co-creation and value co-destruction in service recovery," Annals of Tourism Research, Elsevier, vol. 97(C).
    • Handle: RePEc:eee:anture:v:97:y:2022:i:c:s0160738322001529
    DOI: 10.1016/j.annals.2022.103501
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