Efficacy of co-creation and mastering on perceived value and satisfaction in tourists' consumption |
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Institution: | 1. Universitat de València, Avda, Tarongers s/n, 46022, València, Spain;2. Instituto de Tecnología Orientada al Ser Humano (LabHuman), Universitat Politècnica de València, Camino de Vera s/n, Valencia, 46022, Spain;3. Business Organization Department, Universitat de València, Avda, Tarongers s/n, 46022, València, Spain |
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Abstract: | This study explores effects of participation, namely co-creation and mastering, on the perceived value of consumers' experience and satisfaction. Co-creation comprises both physical and psychological (mental) participation, and mastering represents consumers' self-perceived knowledge and skills in taking part in experiential activities. Adventure tourism is chosen as the setting. A logit model is used to test the hypothesis. The study results reveal that tourists' mastering and psychological co-creation are significant for value perception. Further, value perception is found to mediate the relation between participation and satisfaction. Consequently, tourists' participation augments satisfaction by creating value in the experience. This study contributes to the theory in two ways. First, it reveals the importance of including the mastering and co-creation dimensions in acknowledging tourists' as resource integrators for value creation in experiences. Second, satisfaction in tourism consumption evolves through tourists' participation in creating value of the experience. |
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Keywords: | Co-creation Mastering Perceived value Satisfaction Experiential consumption |
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