Expanding the task-dominant value cocreation narrative: The role of consumer expertise, and social and mental processes
This research proposes an integral model of cocreation processes before, during, and after a trip affecting customer value and anteceded by tourist expertise. Beyond prevailing task-related (coproduction) processes and the more recently contemplated social processes, we consider mental cocreation us...
| Autores: | , , |
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| Tipo de documento: | artigo |
| Data de publicação: | 2021 |
| País: | España |
| Recursos: | Universidad del País Vasco |
| Repositório: | Addi. Archivo Digital para la Docencia y la Investigación |
| OAI Identifier: | oai:addi.ehu.eus:10810/64388 |
| Acesso em linha: | http://hdl.handle.net/10810/64388 |
| Access Level: | Acceso aberto |
| Palavra-chave: | Value cocreation Travel experience Service-dominant logic Expertise Mental processes |
| Resumo: | This research proposes an integral model of cocreation processes before, during, and after a trip affecting customer value and anteceded by tourist expertise. Beyond prevailing task-related (coproduction) processes and the more recently contemplated social processes, we consider mental cocreation using the concept of mental time travel (forward and backward). Findings from 428 tourist responses reveal the great potential of these novel cocreation forms, showing that imagining a forthcoming trip and remembering the travel afterwards are important affective value drivers, as is interacting with locals and employees. Overall, these play a more prominent role than task-related processes. Likewise, we found that tourist expertise is a major antecedent of cocreation and precursor of value. Managers could encourage tourist cocreation by applying customer education strategies, stimulating activities with high community contact, and using virtual tools to intensify thoughts and memories of past and future travel experiences. Technology may be key in achieving this. |
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