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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
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