This study draws on the service-dominant (S-D) logic paradigm to examine value co-creation and co-destruction. As these phenomena are driven by positive and negative…
This study draws on the service-dominant (S-D) logic paradigm to examine value co-creation and co-destruction. As these phenomena are driven by positive and negative “customer-to-customer” (C2C) interactions, this paper aims to examine their influence on tourist perceptions of service quality and how they shape affective responses toward tourism and hospitality services and brand loyalty.
Following a comprehensive literature review, the authors used convenience sampling to gather a large sample of tourists at Shanghai Disneyland, a recently opened and already popular international tourism attraction. Structural equation modeling was used to test for direct and moderated relationships.
The findings indicated that positive and negative C2C interactions have significant though differential impacts on customer responses. Furthermore, it was found that visitor arousal mediated the relationship between service quality and brand loyalty. Prior experience was identified as a moderator in the co-creation and co-destruction process during service encounters.
This paper is one of the first to examine the concept of co-destruction in the tourism and hospitality context. It contributes to the literature by demonstrating the merits of proactive service provision by tourism operators, taking account of both the co-creation and co-destruction of value.
The study extends the literature by taking account of both positive and negative C2C interactions when examining co-creation and co-destruction in the context of service encounters. It also contributes to knowledge by assessing the asymmetry of such interactions in the context of the customer experience.
The purpose of this paper is to synthesize a dyadic theoretical model which takes social-oriented and individual-initiative drivers into account and illustrates a…
The purpose of this paper is to synthesize a dyadic theoretical model which takes social-oriented and individual-initiative drivers into account and illustrates a mechanism between social commerce intention and its antecedents in the hospitality industry. To understand tourist social commerce behaviors, the current study puts forward a comprehensive model and investigates the impact among social support, social capital, participant involvement and social identification on tourist propensity to engage in social commerce with behaviors such as to like, share, post reviews and make purchases.
The current research draws on social exchange theory and social penetration theory to study how social-oriented drivers (i.e., social support and social capital) and individual-initiated drivers (i.e., participant involvement and social identification) could better explain tourists’ social commerce intentions. Structural equation modeling was performed based on a sample of 569 hotel guests from 61 hotels in Macau.
Results reveal that social capital mediates the relationship between social support and social commerce behavioral intention. This chain of relationship is moderated by social identification in that the more a hotel guest identifies himself/herself as an in-group member of an online community, the more likely he/she would engage in social commerce behaviors.
The diffusion velocity of marketing effect is manifested through customers’ social commerce intentions and behaviors, which helps managers to identify the importance in maintaining a supportive atmosphere to nurture intimate member-to-member and member-to-provider relationships.
The present study enriches the social penetration theory and social exchange theory by showing how both individual and social perspectives could jointly influence hotel guest propensity to post likes and comments and to reserve hotel rooms, as means to build more intimate relationships with the members within a virtual community.