IDEAS home Printed from https://ideas.repec.org/a/spr/qualqt/v57y2023i4d10.1007_s11135-022-01528-0.html
   My bibliography  Save this article

From satisfaction to happiness in the co-creation of value: the role of moral emotions in the Spanish tourism sector

Author

Listed:
  • Rafael Robina-Ramírez

    (Universidad de Extremadura)

  • Ana Leal-Solís

    (Universidad de Extremadura)

  • José Amelio Medina-Merodio

    (Universidad de Alcalá)

  • Rosa Estriegana-Valdehita

    (Universidad de Alcalá
    Universidad de Alcalá)

Abstract

The search for happiness, understood as an inner and personal attitude that goes beyond mere satisfaction, is one of the aims of tourists’ co-creation of value. To date, few studies have analysed the importance of people’s moral principles in the co-creation of tourist value. Moral emotions play an essential role in this process. In this study, 12 tourism managers within administration, 28 hotel managers and 24 travel agencies actively participated in defining the indicators selected to measure how the co-creation of value from five Spanish towns affected customers’ happiness. Moreover, 444 tourists participated in the study. The PLS-SEM technique was used to examine the data obtained. Results show that the co-creation of value contributes to the happiness of the tourist. Of particular significance is the influence of customers’ co-creation of value on customer happiness. Additionally, the predictive capacity of the model is replicable to other tourist destinations.

Suggested Citation

  • Rafael Robina-Ramírez & Ana Leal-Solís & José Amelio Medina-Merodio & Rosa Estriegana-Valdehita, 2023. "From satisfaction to happiness in the co-creation of value: the role of moral emotions in the Spanish tourism sector," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(4), pages 3783-3804, August.
    • Handle: RePEc:spr:qualqt:v:57:y:2023:i:4:d:10.1007_s11135-022-01528-0
    DOI: 10.1007/s11135-022-01528-0
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11135-022-01528-0
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11135-022-01528-0?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. David Ralston & Carolyn Egri & Olivier Furrer & Min-Hsun Kuo & Yongjuan Li & Florian Wangenheim & Marina Dabic & Irina Naoumova & Katsuhiko Shimizu & María Garza Carranza & Ping Fu & Vojko Potocan & A, 2014. "Societal-Level Versus Individual-Level Predictions of Ethical Behavior: A 48-Society Study of Collectivism and Individualism," Journal of Business Ethics, Springer, vol. 122(2), pages 283-306, June.
    2. Estela Núñez-Barriopedro & Rafael Ravina-Ripoll & Eduardo Ahumada-Tello, 2020. "Happiness perception in Spain, a SEM approach to evidence from the sociological research center," Quality & Quantity: International Journal of Methodology, Springer, vol. 54(3), pages 761-779, June.
    3. Mostafa Fawzy Zayed & Hazem Rasheed Gaber & Nermine El Essawi, 2022. "Examining the Factors That Affect Consumers’ Purchase Intention of Organic Food Products in a Developing Country," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    4. Rebecca Pera & Giampaolo Viglia, 2015. "Turning ideas into products: subjective well-being in co-creation," The Service Industries Journal, Taylor & Francis Journals, vol. 35(7-8), pages 388-402, May.
    5. Ruhanen, Lisa & Saito, Nozomi & Axelsen, Megan, 2021. "Knowledge co-creation: The role of tourism consultants," Annals of Tourism Research, Elsevier, vol. 87(C).
    6. M. Isabel Sánchez-Hernández & Živilė Stankevičiūtė & Rafael Robina-Ramirez & Carlos Díaz-Caro, 2020. "Responsible Job Design Based on the Internal Social Responsibility of Local Governments," IJERPH, MDPI, vol. 17(11), pages 1-16, June.
    7. Cosimato, Silvia & Faggini, Marisa & Prete, Marzia del, 2021. "The co-creation of value for pursuing a sustainable happiness: The analysis of an Italian prison community," Socio-Economic Planning Sciences, Elsevier, vol. 75(C).
    8. Pilar Sanjuán & Alejandro Magallares, 2014. "Coping Strategies as Mediating Variables Between Self-serving Attributional Bias and Subjective Well-Being," Journal of Happiness Studies, Springer, vol. 15(2), pages 443-453, April.
    9. Rafael Robina Ramírez & Manuel Pulido Fernández, 2018. "Religious Travellers’ Improved Attitude towards Nature," Sustainability, MDPI, vol. 10(9), pages 1-23, August.
    10. Ennew, Christine T. & Binks, Martin R., 1999. "Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study," Journal of Business Research, Elsevier, vol. 46(2), pages 121-132, October.
    11. Rudd, Melanie & Vohs, Kathleen D. & Aaker, Jennifer, 2012. "Awe Expands People's Perception of Time, Alters Decision Making, and Enhances Well-Being," Research Papers 2095, Stanford University, Graduate School of Business.
    12. Buzinde, Christine N., 2020. "Theoretical linkages between well-being and tourism: The case of self-determination theory and spiritual tourism," Annals of Tourism Research, Elsevier, vol. 83(C).
    13. Gentile, Chiara & Spiller, Nicola & Noci, Giuliano, 2007. "How to Sustain the Customer Experience:: An Overview of Experience Components that Co-create Value With the Customer," European Management Journal, Elsevier, vol. 25(5), pages 395-410, October.
    14. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
    15. Bove, Liliana L. & Pervan, Simon J. & Beatty, Sharon E. & Shiu, Edward, 2009. "Service worker role in encouraging customer organizational citizenship behaviors," Journal of Business Research, Elsevier, vol. 62(7), pages 698-705, July.
    16. Yi, Youjae & Nataraajan, Rajan & Gong, Taeshik, 2011. "Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention," Journal of Business Research, Elsevier, vol. 64(1), pages 87-95, January.
    17. Rafael Robina-Ramírez & Marcelo Sánchez-Oro Sánchez & Héctor Valentín Jiménez-Naranjo & José Castro-Serrano, 2022. "Tourism governance during the COVID-19 pandemic crisis: A proposal for a sustainable model to restore the tourism industry," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(5), pages 6391-6412, May.
    18. Yi, Youjae & Gong, Taeshik, 2013. "Customer value co-creation behavior: Scale development and validation," Journal of Business Research, Elsevier, vol. 66(9), pages 1279-1284.
    19. Sabrina Intelisano & Julia Krasko & Maike Luhmann, 2020. "Integrating Philosophical and Psychological Accounts of Happiness and Well-Being," Journal of Happiness Studies, Springer, vol. 21(1), pages 161-200, January.
    20. Chun-Yi Ho & Bi-Huei Tsai & Chiao-Shan Chen & Ming-Tsang Lu, 2021. "Exploring Green Marketing Orientations toward Sustainability the Hospitality Industry in the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(8), pages 1-18, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yi-Ching Hsieh & Hung-Chang Chiu & Yun-Chia Tang & Wei-Yun Lin, 2018. "Does Raising Value Co-creation Increase All Customers’ Happiness?," Journal of Business Ethics, Springer, vol. 152(4), pages 1053-1067, November.
    2. Georgia Katsifaraki, 2018. "Value creation in the market ecosystem: A Service-Dominant logic perspective," University of Cyprus Working Papers in Economics 14-2018, University of Cyprus Department of Economics.
    3. Trong Tuan Luu, 2019. "CSR and Customer Value Co-creation Behavior: The Moderation Mechanisms of Servant Leadership and Relationship Marketing Orientation," Journal of Business Ethics, Springer, vol. 155(2), pages 379-398, March.
    4. Ye Sang & Eunkyoung Han, 2023. "A win‐win way for corporate and stakeholders to achieve sustainable development: Corporate social responsibility value co‐creation scale development and validation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1177-1190, May.
    5. Mitrega, Maciej & Klézl, Vojtěch & Spáčil, Vojtěch, 2022. "Systematic review on customer citizenship behavior: Clarifying the domain and future research agenda," Journal of Business Research, Elsevier, vol. 140(C), pages 25-39.
    6. Le Nguyen Hau & Pham Ngoc Tram Anh & Pham Ngoc Thuy, 2017. "The effects of interaction behaviors of service frontliners on customer participation in the value co-creation: a study of health care service," Service Business, Springer;Pan-Pacific Business Association, vol. 11(2), pages 253-277, June.
    7. Assiouras, Ioannis & Skourtis, George & Giannopoulos, Antonios & Buhalis, Dimitrios & Koniordos, Michalis, 2019. "Value co-creation and customer citizenship behavior," Annals of Tourism Research, Elsevier, vol. 78(C), pages 1-1.
    8. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
    9. Hussam Al Halbusi & Pedro Jimenez Estevez & Tan Eleen & T. Ramayah & Md Uzir Hossain Uzir, 2020. "The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists’ Citizenship Behavior: Malaysian Cultural and Creative Industries," Sustainability, MDPI, vol. 12(8), pages 1-23, April.
    10. Giuseppe Russo & Andrea Moretta Tartaglione & Ylenia Cavacece, 2019. "Empowering Patients to Co-Create a Sustainable Healthcare Value," Sustainability, MDPI, vol. 11(5), pages 1-20, March.
    11. Lihong Chen & Habiba Halepoto & Chunhong Liu & Xinfeng Yan & Lijun Qiu, 2022. "Research on Influencing Mechanism of Fashion Brand Image Value Creation Based on Consumer Value Co-Creation and Experiential Value Perception Theory," Sustainability, MDPI, vol. 14(13), pages 1-21, June.
    12. Bu, Yi & Parkinson, Joy & Thaichon, Park, 2022. "Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    13. Revilla-Camacho, María Ángeles & Vega-Vázquez, Manuela & Cossío-Silva, Francisco José, 2015. "Customer participation and citizenship behavior effects on turnover intention," Journal of Business Research, Elsevier, vol. 68(7), pages 1607-1611.
    14. Mohsin Raza & Rimsha Khalid & Larisa Ivascu & Jati Kasuma, 2023. "Education Beats at the Heart of the Sustainability in Thailand: The Role of Institutional Awareness, Image, Experience, and Student Volunteer Behavior," Sustainability, MDPI, vol. 15(2), pages 1-16, January.
    15. Peng, Peng & Jacobs, Sofie & Cambré, Bart, 2022. "How to create more customer value in independent shops: A set-theoretic approach to value creation," Journal of Business Research, Elsevier, vol. 146(C), pages 241-250.
    16. Dang, Anh & Arndt, Aaron D., 2017. "How personal costs influence customer citizenship behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 173-181.
    17. Chou, En-Yi & Lin, Cheng-Yu & Huang, Heng-Chiang, 2016. "Fairness and devotion go far: Integrating online justice and value co-creation in virtual communities," International Journal of Information Management, Elsevier, vol. 36(1), pages 60-72.
    18. Fan, Daisy X.F. & Hsu, Cathy H.C. & Lin, Bingna, 2020. "Tourists’ experiential value co-creation through online social contacts: Customer-dominant logic perspective," Journal of Business Research, Elsevier, vol. 108(C), pages 163-173.
    19. Beibei Dong & K. Sivakumar, 2017. "Customer participation in services: domain, scope, and boundaries," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 944-965, November.
    20. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 2020. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 466-480, July.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:qualqt:v:57:y:2023:i:4:d:10.1007_s11135-022-01528-0. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.