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Co-creating the tourism experience

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  • Sugathan, Praveen
  • Ranjan, Kumar Rakesh

Abstract

Consumer-firm co-creation is increasing in the tourism industry. In light of the central role of customer experience in tourism, this research is motivated by the limited understanding of the effects that customer co-creations have on the tourism experience. We examine the importance of co-creation in terms of its influence on the tourism experience and the customer's intention to revisit the destination. Using three independent experiments, this study theorizes and establishes empirical support for three hypotheses: 1) Effect of customer experience on customer intention to return to the tourism service, 2) Effect of degree of co-creation on customer experience of the tourism service, and 3) Moderating effect of co-creation on the relationship between customer experience and intention to revisit. Our results suggest that co-creation influences the tourism experience. Co-creation is found to moderate the effect of the tourism experience on customer revisit intentions in high co-creation situations, but not in low co-creation situations. We discuss several implications of our research for a number of domains, such as novelty-seeking in tourism, collaborations between different stakeholders, employee motivation, and the antecedent effect of co-creation.

Suggested Citation

  • Sugathan, Praveen & Ranjan, Kumar Rakesh, 2019. "Co-creating the tourism experience," Journal of Business Research, Elsevier, vol. 100(C), pages 207-217.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:207-217
    DOI: 10.1016/j.jbusres.2019.03.032
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    Citations

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    Cited by:

    1. Onofrei, George & Filieri, Raffaele & Kennedy, Lorraine, 2022. "Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors," Journal of Business Research, Elsevier, vol. 142(C), pages 100-112.
    2. Berenguer-Contri, Gloria & Gil-Saura, Irene & Gil, Roberto & Vallejo-Auñón, Luisa & Juma‐Michilena, Israel‐Javier, 2024. "ICT and value co-creation in B2B: the new way of loyalty in service," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    3. Xiao, Yazhen & Spanjol, Jelena, 2021. "Yes, but not now! Why some users procrastinate in adopting digital product updates," Journal of Business Research, Elsevier, vol. 135(C), pages 685-696.
    4. Makkar, Marian & Farrelly, Francis & Athwal, Navdeep, 2024. "Co-creating cultural heterotopic spaces in Airbnb," Journal of Business Research, Elsevier, vol. 173(C).
    5. Sujood, Hamid & Sheeba, Hamid & Bano, Naseem, 2021. "Intention to visit eco-friendly destinations for tourism experiences: An extended theory of planned behavior," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 9(4), pages 343-364.
    6. Jessica Bosisio, 2024. "A research landscape on customer co-creation value: a systematic literature network analysis," Italian Journal of Marketing, Springer, vol. 2024(3), pages 339-368, September.
    7. Xie, Lishan & Liu, Canmian & Li, Yaoqi & Zhu, Tengteng, 2023. "How to inspire users in virtual travel communities: The effect of activity novelty on users’ willingness to co-create," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    8. Amin, Muhammad & Shamim, Amjad & Ghazali, Zulkipli & Khan, Imran, 2021. "Employee Motivation to Co-Create Value (EMCCV): Construction and Validation of Scale," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    9. Alharmoodi, Ahmed Abdulla & Khan, Mehmood & Mertzanis, Charilaos & Gupta, Shivam & Mikalef, Patrick & Parida, Vinit, 2024. "Co-creation and critical factors for the development of an efficient public e-tourism system," Journal of Business Research, Elsevier, vol. 174(C).
    10. Christou, Prokopis & Hadjielias, Elias & Simillidou, Aspasia & Kvasova, Olga, 2023. "The use of intelligent automation as a form of digital transformation in tourism: Towards a hybrid experiential offering," Journal of Business Research, Elsevier, vol. 155(PB).
    11. Garner, Benjamin & Thornton, Corliss & Luo Pawluk, Anita & Mora Cortez, Roberto & Johnston, Wesley & Ayala, Cesar, 2022. "Utilizing text-mining to explore consumer happiness within tourism destinations," Journal of Business Research, Elsevier, vol. 139(C), pages 1366-1377.
    12. Sohaib, Muhammad & Han, Heesup, 2023. "Building value co-creation with social media marketing, brand trust, and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    13. Cavusgil, Erin & Yayla, Serdar & Cem Kutlubay, Omer & Yeniyurt, Sengun, 2022. "The impact of demographic similarity on customers in a service setting," Journal of Business Research, Elsevier, vol. 139(C), pages 145-160.
    14. Payam Hanafizadeh & Mahdi Barkhordari Firouzabadi & Khuong Minh Vu, 2021. "Insight monetization intermediary platform using recommender systems," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(2), pages 269-293, June.
    15. HsiuJu Rebecca Yen & Hoa Pham Thi & Eldon Y. Li, 2021. "Understanding customer-centric socialization in tourism services," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 695-723, December.
    16. Anna Sieczko & Anna J. Parzonko & Wioletta Bieńkowska-Gołasa, 2020. "Principles of the experience economy in designing an agritourism product," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 66(4), pages 175-182.

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