Towards a better understanding of interactive value formation: Three value outcomes perspective

Erose Sthapit · Peter Björk

61 citations0/0 files storedCurrent Issues in Tourism

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Service and Product Innovation Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

The present study utilized netnography to explore specific value dimension(s) that generate three types of value outcomes as a result of interactive value formation (IVF) – value co-creation, value co-destruction and value no-creation – in a tourism accommodation services context. Customer-generated content on TripAdvisor was analyzed. The keywords ‘good’, ‘positive’, ‘excellent’, ‘great’ and ‘nice’ were used to capture visitors’ online narratives linked to the value co-creation outcome of IVF. The following negative emotional words denoted the value co-destruction outcomes of IVF: ‘bad’, ‘negative’, ‘worst’, ‘terrible’ and ‘poor’. The keywords ‘ok’, ‘average’, ‘standard’, ‘decent’ and ‘not good not bad’ were linked to value no-creation. Out of the 1,138 online reviews screened, the study focused on 263 reviews linked to 6 different hotels in Vaasa, Finland. A grounded theory approach was used to analyse the data. The findings were based on only one value dimension that resulted in all three types of value outcomes: hotel breakfast. We suggest that future studies on value should also incorporate the value no-creation dimension for a holistic and realistic understanding of the concept.

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References

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