To read this content please select one of the options below:

Engaging in co-creation experiences: the role of affective image and satisfaction

Md Rabiul Islam (Department of Marketing and Operations, Business Research Unit (BRU-IUL), ISCTE-University Institute of Lisbon, Lisboa, Portugal)
Sandra Maria Correio Loureiro (Department of Marketing and Operations, Business Research Unit (BRU-IUL), ISCTE-University Institute of Lisbon, Lisboa, Portugal)
Inês Carvalho (Universidade Europeia, Lisboa, Portugal) (GOVCOPP, Coimbra, Portugal) (CETRAD, Centre for Transdisciplinary Development Studies, Universidade de Trás-os-Montes e Alto Douro, Vila Real, Portugal)
Ana Ramires (IPAM Porto, Porto, Portugal) (Faculdade OnLine, Universidade Europeia, Lisboa, Portugal) (CETRAD, Centre for Transdisciplinary Development Studies, Universidade de Trás-os-Montes e Alto Douro, Vila Real, Portugal)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 21 May 2024

143

Abstract

Purpose

This study proposes a conceptual model and aims (1) to understand how co-creation experience influences guest engagement, (2) to analyse the effect of satisfaction and affective image between co-creation experience and guest engagement, and (3) to analyse the effect of guest engagement on behavioural intentions.

Design/methodology/approach

A questionnaire-based online survey was conducted targeting U.S.-based hotel customers. Developed on Qualtrics and distributed via Mechanical Turk, the survey garnered 465 useable responses from individuals who had visited international chain hotels within the last year. Data analysis was performed using Structural Equation Modelling (SEM) in IBM SPSS Amos.

Findings

The findings revealed significant direct effects of co-creation experience on affective image and guest satisfaction, with guest satisfaction notably influencing guest engagement, and guest engagement directly influencing behavioural intention. However, both co-creation experience and affective image showed minimal direct impact on guest engagement. The study also highlighted the importance of indirect effects and total effects in understanding the dynamics between the constructs analysed.

Research limitations/implications

The findings revealed significant direct effects of co-creation experience on affective image, with affective image notably influencing guest engagement, and guest engagement directly influencing behavioural intention. Although satisfaction had direct effects on guest engagement, co-creation experience showed minimal direct impact on guest satisfaction and on guest engagement.

Practical implications

This study advises managers to use co-creation primarily to enrich guest experiences and establish emotional connections rather than as a tool for directly enhancing engagement. It recommends that managers invest in strategies to enhance guest engagement beyond co-creation given the direct link between guest engagement and behavioural intentions, and the minimal direct impact between co-creation, guest engagement and satisfaction.

Originality/value

This study demonstrates that affective image is a pivotal mediator between co-creation experience and guest engagement. The findings provide valuable implications for hospitality practitioners in designing and managing co-creation experiences, emphasizing the importance of fostering a positive affective image in the value co-creation process to attain positive behavioural outcomes.

Keywords

Citation

Islam, M.R., Loureiro, S.M.C., Carvalho, I. and Ramires, A. (2024), "Engaging in co-creation experiences: the role of affective image and satisfaction", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-10-2023-0672

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

Related articles