Understanding the implications of value co-creation in eco-hotels: the antecedents and consequences

Ahmed Taher Esawe · Karim Taher Esawe · Narges Taher Esawe

15 citations0/0 files storedJournal of Hospitality and Tourism Insights

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Service and Product Innovation Diverse Aspects of Tourism Research Customer Service Quality and Loyalty

Abstract

Purpose This study aims to investigate value co-creation, its antecedents (i.e. customer delight and place identity) and the consequences (i.e. satisfaction and revisit intention) at eco-hotels concerning sustainable practices. Design/methodology/approach Partial least squares structural equation modeling (PLS-SEM) was employed to analyze the data collected from 562 guests surveyed online who had stayed and contributed to sustainable practices through interaction and collaboration with eco-hotels. Findings The results revealed that customer delight and place identity are critical antecedents of value co-creation, significantly influencing guests' intention to revisit. Further, value co-creation significantly influences satisfaction and revisits intention. Satisfaction significantly influenced revisit intentions. Moreover, customer delight was the most critical factor affecting value co-creation, followed by the path between value co-creation and satisfaction. Finally, the results confirmed the mediating role of value co-creation and satisfaction. Practical implications This research can support hotel managers in comprehending the motivating factors and outcomes of value co-creation among guests, allowing efficient hotel strategies to be planned and implemented. Managers should prioritize customer delight and place identity to maintain guests' involvement in value co-creation, resulting in satisfaction and a willingness to return. Originality/value This study contributes to the literature by tackling the scarcity of research on the significance of value co-creation, its drivers and outcomes at eco-hotels concerning sustainable practices within an emerging market context.

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References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 1988On the Evaluation of Structural Equation Models 2000Structural Equation Modeling and Regression: Guidelines for Research Practice 1999The Role of Emotions in Marketing 2012Hierarchical Latent Variable Models in PLS-SEM: Guidelines for Using Reflective-Formative Type Models 2019Rethinking some of the rethinking of partial least squares 1997Customer delight: Foundations, findings, and managerial insight

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