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Customer value co-creation in the hospitality and tourism industry: a systematic literature review

Pedro Carvalho (School of Technology and Management and CITUR, Polytechnic Institute of Viana do Castelo, Viana do Castelo, Portugal)
Helena Alves (Management and Economics Department and NECE, University of Beira Interior, Covilhã, Portugal)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 16 August 2022

Issue publication date: 2 January 2023




This study aims to develop a systematic literature review of customer value co-creation in the hospitality and tourism industry and present the different views of the scientific community, highlighting the dimensions, antecedents and outcomes of customer value co-creation.


This study adopted a systematic review process guided by the preferred reporting items for systematic reviews and meta-analyses protocol. Data were collected through a search for papers in Scopus, EBSCO, Web of Science and Science Direct databases. The systematic review was performed based on 216 validated articles.


The study reveals that the manifestations of customer value co-creation can be understood, based on two fundamental dimensions: customer behaviours and factors that shape co-creation. However, some antecedents are closely linked to the customer, social environment, service provider and technological resources. Moreover, there are numerous outcomes resulting from customer value co-creation, grouped in customer results, perceived value and organizational performance and market outcomes.

Practical implications

This research contributes to a more informed explanation for hospitality and tourism organizations about the importance of tourist and guest involvement in value co-creation. This systematic knowledge can facilitate the design of the service, as well as the value proposition offered by hospitality and tourism organizations.


The study extends the literature by systematizing the empirical and conceptual knowledge, using for the first time a systematic literature review.



Carvalho, P. and Alves, H. (2023), "Customer value co-creation in the hospitality and tourism industry: a systematic literature review", International Journal of Contemporary Hospitality Management, Vol. 35 No. 1, pp. 250-273.



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