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By adopting retrospective evaluation theories, this study aims to explain how innovations provided by separate suppliers in the tourism value chain influence tourist’s perceived value of the overall experience and further uncover which innovative product attributes are more effective in improving tourist perceptions of the overall value.

A survey yielded 584 valid responses from tourists who had experienced specific tourist product innovations during their travels. Structural equation modelling was used to test the proposed theoretical model.

The results reveal that tourists evaluate overall travelling experience value either by recalling an intense, impressive moment (i.e. a heuristic approach) or through an evaluation of the overall utility gained from the whole trip (i.e. a normative approach). Furthermore, innovations that are perceived as increasing convenience and enabling learning contribute to tourists’ overall value perception through both normative and heuristic approaches, while immersion resulting from innovation only contributes to overall perceived value through the heuristic approach.

Given the complex service ecosystem of tourism destinations, each tourism service provider should consider how innovations contribute to the experience of the whole trip and which attributes of innovations increase tourists’ overall perceived experience value.

This study complements existing knowledge by revealing the relationship between product innovation in tourism sectors and tourists’ perceived value of the whole trip. Moreover, it offers a theoretical framework for further investigation into service product innovation in hospitality and tourism industry.

Experience and value creation have become integral themes for tourism service providers. This study aims to understand the role of different types of experiences in formulating customers’ perceived value. Studies on this area are scarce, especially in the cruise industry.

A research model that includes two value variables, namely, functional and wellness values, and four cruise brand experience variables, namely, sensory, affective, behavioral and intellectual factors, was tested through partial least-squares (PLS) structural equation modeling approach. A total of 389 usable cruise customer responses were obtained and analyzed using SmartPLS software.

Results revealed the relative effects of sensory, affective, behavioral and intellectual factors on perceived functional and wellness values. The positive impact of perceived value on customer satisfaction and behavioral intention and the moderating role of service expertise in the relationship between cruise experience and perceived value were examined.

Future research can examine how types of leisure facilities (e.g. casinos, restaurants, bars and shows), cultural differences (e.g. Eastern and Western) and customers’ travel characteristics (e.g. visiting purpose and companions) may influence the relationships between cruise brand experience and perceived value.

From a practical point, the relationships among multidimensional cruise brand experience, functional and wellness values, customer satisfaction, revisit intention and service expertise provide a clue on how cruise brands can enhance customers’ perceived value to retain current customers.

This study contributes to literature by providing a theoretical framework and empirical evidence for predicting and explaining cruise customers’ behavior. From a managerial perspective, this study identified critical factors that are essential to value creation and discussed the implications of predictive factors on developing marketing strategies that enhance customers’ positive attitude and behavior toward the cruise brand.

To test the effect of experience quality on customer perceived value and customer satisfaction and its impact on customer loyalty to the visitors of natural nuanced outdoor cafés in the hilly areas of Joyo Agung, Malang.

This study uses four variables, namely experience quality, customer perceived value, customer satisfaction, and customer loyalty. The population used in this research was all customers or visitors who buy and enjoy the products and services provided by the natural outdoor cafés in Malang. This study used structural equation modeling (SEM) as inferential statistical technique.

1) Quality experience has a significant effect on customer perceived value, customer satisfaction, and customer loyalty; 2) customer perceived value has a significant effect on customer satisfaction and customer loyalty; and 3) customer satisfaction has a significant effect on customer loyalty.

Based on the results of previous research and the phenomenon that has been described previously, the research gaps found in this study are: (1) the relationship between experience quality and customers’ perceived values. (2) There are differences in the relationship between experience quality and customer satisfaction found in the research, which examines the effect of experience quality on customer loyalty. (3) Experience quality and customer loyalty variables still differ in the research concerning the effect of experience quality on customer loyalty. (4) The influence of customer satisfaction and customer loyalty is still different in the research results regarding the effect of customer satisfaction on customer loyalty.

The purpose of this study is to propose that in-factory experiences transfer into souvenir evaluation, and the process is moderated by customers’ commitment and readiness cumulated in daily life.

The study collected data from 398 tourists of tea leaves tourism factories.

The results reveal that interactive experience is a dominant determinant of perceived souvenir value. Interactive and hedonic experiences reinforce each other to create perceived souvenir value. Low commitment diverts customers to emphasize hedonic experience, whereas low readiness constraints customers’ resources, and hence, depreciates value delivered from interactive experience.

Intrinsic hedonic values are weaker predictors than extrinsic ones for perceived value in a leisure tourism setting. Merchandize quality is perceived and judged together with interpersonal interactions in the industrial tourism contexts, instead of objectively evaluating by customers themselves.

The experience or credence attribute of tea leaves is difficult for ordinary customers to evaluate, leaving most of the consumption value to be fostered by the firm. Perceived souvenir value could transfer to routinized purchase behavior, it is more imperative turning initial tourists into committed loyal customers by relationship management strategies than merely creating hedonic surroundings.

The study contributions are twofold: first, the study extends the influence of tourist experience to the perceived souvenir value; second, the study verifies the interaction effects of in-factory experiences and customer roles on perceived souvenir value.

Based on text content analysis using big data, this study aims to explore differences in guest perceptions of peer-to-peer accommodations before and after COVID-19 to provide suggestions for the development of these properties in China postpandemic.

A guest perception dictionary was established by collecting Ctrip customer reviews of peer-to-peer accommodations. After data cleaning, thematic word analysis and semantic association network analysis were used to explore perceptions and thematic differences before and after COVID-19.

This research constructed a multidimensional framework of guest-perceived values for peer-to-peer accommodation in the context of COVID-19. The findings showed that the emphasis on functionality in peer-to-peer accommodation changed; perceived emotional values associated with peer-to-peer stays were more complex; perceived social values decreased, host–guest interactions were reduced and online communication became a stronger trend; tourist preferences for types of experiences changed, and people changed their destination selections; perceived conditional value was reflected in perceived risks, and the perceptions of environmental health, service and physical risks increased.

This research has constructed a multidimensional framework of tourist perceived value on the basis of peer-to-peer accommodation context and epidemic background and has thus shown the changes in tourist perceived value of peer-to-peer accommodation before and after COVID-19.

To the best of authors’ knowledge, this research constitutes the first attempt to explore the perceptual differences for peer-to-peer accommodations before and after COVID-19 based on an extensive data set of online reviews from multiple provinces of China.

Value cocreation has become an important way to enhance the brand equity of a tourism destination. Different from common tourism contexts, agritourism has strong participatory and productive characteristics and is regarded as a critical platform of value cocreation. Therefore, this paper aims to explore the relationship between agritourism experience value cocreation and brand equity of rural tourism destinations from the perspective of tourists.

A questionnaire survey was conducted, and 602 valid questionnaires were collected by a random sample in 2021. Structural equation modeling was used to empirically analyze the data.

The results revealed that tourists’ participation, interaction and citizenship behaviors play a critical role in brand equity of rural tourism destinations. Meanwhile, tourists’ interaction and citizenship behaviors influenced brand equity of rural tourism destinations, via hedonic enjoyment and eudaimonia experience, and perceived experience value. Tourists’ participation behavior influenced brand equity of rural tourism destinations via hedonic enjoyment experience and perceived experience value.

This study focusing on agritourism as a critical platform of value cocreation explores the impact of agritourism experience value cocreation on brand equity of rural tourism destinations from the perspective of tourists. It enriches the existing literature on the relationship between value cocreation and brand equity of tourism destination, expands the research on value cocreation and happiness experience and also provides management basis for promoting brand equity of rural tourism destinations.

价值共创已成为提升旅游目的地品牌资产的重要途径。与一般的旅游情境不同, 农业旅游具有强烈的参与性和生产性特征, 被视为价值共创的重要平台。因此, 本文基于游 客视角探讨了农业旅游体验价值共创与乡村旅游目的地品牌资产之间的内在关系。

本文于2021 年实施问卷调查, 随机抽取602 份有效问卷。结构方程模 型用于实证分析数据。

游客参与、互动和公民行为对乡村旅游目的地品牌资产具有关键作用。同时, 游客互动和公民行为通过享乐型和实现型体验以及感知体验价值影响乡村旅游目的地品牌 资产。游客参与行为通过享乐型体验和感知体验价值影响乡村旅游目的地品牌资产。

本研究将农业旅游作为价值共创的重要平台, 基于游客视角探讨了农业旅游 体验价值共创对乡村旅游目的地品牌资产的影响, 丰富了价值共创与旅游目的地品牌资产 关系的文献, 拓展了价值共创与快乐体验的研究, 为促进乡村旅游目的地品牌资产提供了 管理依据。

La cocreación se ha convertido en una forma importante de mejorar el valor de marca de un destino turístico. A diferencia de los entornos turísticos comunes, el agroturismo tiene fuertes características participativas y productivas, y se considera una plataforma indispensable de cocreación de valor. Este artículo explora la relación entre la cocreación de valor de la experiencia de agroturismo y el valor de marca de los destinos de turismo rural desde la perspectiva de los turistas.

Se realizó una encuesta y se recogieron 602 cuestionarios válidos mediante un muestreo aleatorioa en 2021. Se utilizó un modelo de ecuaciones estructurales para analizar empíricamente los datos.

Los resultados revelaron que la participación e interacción de los turistas y los comportamientos de la ciudadanía juegan un papel crítico en el valor de marca de destinos de turismo rural. La interacción de los turistas y los comportamientos de la ciudadanía impactaron el valor de marca de destinos de turismo rural a través del disfrute hedónico, la experiencia eudaimonia y el valor percibido de la experiencia. El comportamiento de participación de los turistas influyó en el valor de marca de los destinos de turismo rural a través de la experiencia hedónica de disfrute y el valor percibido de la experiencia.

Este estudio, centrado en el agroturismo como plataforma importante para la cocreación de valor, explora el impacto de la cocreación de valor de la experiencia de agroturismo en el valor de marca de destinos de turismo rural desde la perspectiva de los turistas. Enriquece la literatura existente sobre la relación entre la cocreación de valor y el valor de marca de los destinos turisticos, expande la investigación sobre la cocreación de valor y la experiencia de felicidad, y ofrece también bases de gestión para promover el valor de marca de destinos de turismo rural.

The purpose of this paper is to investigate the qualities of delighted cruise travelling experience and proposed cruisers’ experience, service convenience and perceived overall value as the drivers of cruisers’ satisfaction and revisit intention. Thus, the attributes of an effective cruise-marketing strategy in formulating consumer’s recreational experiences are examined.

A total of 287 questionnaires were collected and structural equation modelling technique was used to analyse data obtained from cruise travellers.

The empirical results indicated that service convenience and cruisers’ experience significantly influence perceived overall cruisers’ satisfaction and revisit intention, whereas perceived overall cruise value influences perceived overall cruisers’ satisfaction but not cruisers’ revisit intention. Furthermore, empirical assessments support that service convenience is a higher-order model (reflective-reflective) consisting of decision convenience, access convenience, transaction convenience, benefit convenience and post-benefit convenience.

This research is among ongoing attempts that have been carried out regarding the qualities of cruise satisfaction and revisits intention and uncovers recreational experiences to propose an effective cruise-marketing strategy.

The purpose of this paper is to examine the mediating effect of perceived festival value on the relationship between satisfaction and experiences in the context of a music festival. The study presented herein also examined festival experiences based on the experience economy model.

A face-to-face survey was performed at the rock music festival Kuzey Fest in Sinop/Turkey, where 336 questionnaires were completed. The statistical analyses conducted to establish the relationship between experiences, perceived value and satisfaction comprised explanatory factor analyses and multiple regression analysis.

This study showed that the experience economy in the context of music festivals consists of four experience dimensions. According to the findings, the participants had predominantly entertainment and aesthetics experiences through passive participation. The study concluded that there were partial and full mediating roles of perceived festival value in the relationship between some experience dimensions and satisfaction; however, it was also found that escape experiences did not significantly affect satisfaction. Finally, the aesthetics, education, entertainment and festival value variables were important pioneer variables for satisfaction.

This study provides industry practitioners with meaningful insight on how to build rich festival experiences and satisfaction.

Perceived value is a critical factor for developing satisfaction and gaining a competitive edge. While much is known about the effect of festival experiences on satisfaction, there is little research examining festival value within the framework of experiences and satisfaction. This research also provides valuable insights for applying the experience economy within the context of events management.

The purpose of this study is to investigate the relationships between tourists’ motivation, experience, perceived value and revisit intentions to creative tourism destinations. The ever-growing concept of creativity has been introduced into the tourism field. Creative tourism has been viewed as a strategy to regenerate destinations physically, culturally and socially. To develop tourism products and provide services that integrate the concept of creativity to satisfy tourists’ needs by developing a more active and long-lasting form of experience, this study aims to examine tourist consumption psychology in the context of creative tourism destinations. Past studies have identified motivation, perceived value and experience as three major antecedents affecting tourists’ revisit intentions.

The empirical study was carried out in three popular creative tourism spots, Meinong, Shuili and Yingge, located, respectively, in the north, middle and south Taiwan. These creative tourism sites provide pottery, crafts, arts, workshops and other creative activities that integrate authentic local culture to engage tourists with fulfilling and meaningful experiences. The on-site survey was conducted on both weekdays and weekends during March 2012. Self-administrated questionnaires were distributed to participants who were systematically selected at the main gate of the study areas. In total, 417 questionnaires were collected.

The results indicated that on-site tourism experience was the most influential antecedent of revisit intention to creative tourism sites in terms of the magnitude of the standardized coefficient. The unique variances of motivation factors and perceived value were too small to be statistically significant to explain revisit intentions. The present study contributes to the ever-increasing tendency for creative industries in Taiwan to develop creative tourism products and services that encompass authentic local culture and art in enhancing tourist experience.

For business operators, this study suggests that if owners of creative destinations would like to attract repeat tourists, the tourists’ experiences are surely critical in developing service blueprints to meet the needs and wants of customers; they should pay more attention to understanding what tourists experience when they visit creative tourism attractions.

This study aims to test the relationships among involvement, perceived price, perceived quality, affective satisfaction, perceived value, attitudinal loyalty and behavioral loyalty in the cruise line industry. In addition, this study attempted to identify whether the differences in these variables exist across first-time and repeat cruise customers.

The web-based survey was used. A total of 403 complete responses were used for data analysis. Anderson and Gerbing’s (1988) two-step approach was used to achieve study objectives.

The t-test analyses demonstrated that repeat cruise customers expressed significantly lower perceived price and higher affective satisfaction, perceived value and behavioral loyalty than first-time cruise travelers. The structural equation modeling results revealed that involvement has an important role in loyalty generation process. However, the structural model did not significantly differ across first-time and repeat customers.

Overall, the results indicated the critical needs to develop individuals’ interest in cruise vacation with a particular cruise line. Cruise line operators who undertake promotion efforts that enhance people involvement with their cruise line should result in greater likelihood of choosing the same cruise line in the future.

With a lack of research about cruise line involvement and loyalty, this research contributes to theoretical understanding of intricate attitudinal and behavioral loyalty generation process across first-time and repeat cruise passengers.