Tourists’ Emotions as a Resource for Customer Value Creation, Cocreation, and Destruction: A Customer-Grounded Understanding

Abstract

Abstract:Research on customer value creation in a tourism setting has tended to prioritize the firm's over the customer's perspective. However, new understandings of customer value through the lens of customer-dominant logic emphasize the need to consider value as emerging within the broader context of a customer's lifeworld, which transcends customer-firm interactions and includes interactions with others. Tourism experiences are experiential and meaning-laden at the individual and collective levels. As a resource for value creation, emotions play an important but underexplored role during value-in-use and influence the tourist's consumption experience. We provide a customer-grounded understanding of value creation as emerging and evolving over time by examining how emotions are experienced and contribute to the holistic consumption experience both intra-and inter-subjectively. By demonstrating how emotions, as a customer operant resource, contribute to the process of value creation as well as value destruction, we extend our knowledge of experiential consumption practices. AbstractResearch on customer value creation in a tourism setting has tended to prioritize the firm's over the customer's perspective. However, new understandings of customer value through the lens of customer-dominant logic emphasize the need to consider value as emerging within the broader context of a customer's lifeworld, which transcends customer-firm interactions and includes interactions with others. Tourism experiences are experiential and meaningladen at the individual and collective levels. As a resource for value creation, emotions play an important but underexplored role during value-in-use and influence the tourist's consumption experience. We provide a customer-grounded understanding of value creation as emerging and evolving over time by examining how emotions are experienced and contribute to the holistic consumption experience both intra-and inter-subjectively. By demonstrating how emotions, as a customer operant resource, contribute to the process of value creation as well as value destruction, we extend our knowledge of experiential consumption practices.

Interactive value formation: drivers and outcomes from Airbnb guests’ perspectives

“…The search words "good", "excellent", "great", "nice" and "amazing" were used to capture online visitors' narratives that indicated value co-creation and value co-recovery, while the keywords "awful", "bad", "worst", "terrible" and "poor" were linked to value co-destruction. Research has identified emotions as a key customer resource in the value creation process (Malone et al, 2018). Service encounters, particularly failed ones, often result in negative emotions (Hollebeek & Chen, 2014), further leading to negative outcomes of value co-destruction (Echeverri & Skålen, 2011).…”

“…Service encounters, particularly failed ones, often result in negative emotions (Hollebeek & Chen, 2014), further leading to negative outcomes of value co-destruction (Echeverri & Skålen, 2011). Value co-destruction is founded on negative emotional experiences and has a substantial effect on the customer's well-being (Malone et al, 2018). The 10 keywords helped to avoid generating overwhelming amounts of data.…”

I Remember How We All Felt: Perceived Emotional Synchrony through Tourist Memory Sharing

“…What has not yet been addressed, particularly within travel experiences, is how this sharing, via memory, creates a new collective experience and further opportunities for emotional synchrony and value co-creation. Malone et al's (2018) study begins to address this through customer-dominant logic. They explore value co-creation beyond experience and into the consumer's 'lifeworld' and the importance of emotions within this.…”

Visiting Intangible Cultural Heritage Tourism Sites: From Value Cognition to Attitude and Intention

“…TFTLC is a well-known tourist brand in Longquan. Tourist destination brands have been found to follow an attributes-interests-value path [57], such that tourists are 'value-driven' as they seek experiences that can meet their needs, which are based on what they value and how they experienced such value before [58]. The value assessment system used in this study partially refers to Ji's [59] ICH scale.…”