Why does customer co-creation improve new travel product performance?

Co-Production Behaviors of Travel Agencies Customers: A Research on Local Cultural Tourists Visiting Istanbul*

“…The primary focus of the research is to determine the participation behaviors of the customers who purchase the touristic products from the travel agencies through the co-production. When the related literature is examined, it is seen that, in the researches on the travel agencies, the co-production was questioned in terms of the participation type (Wang and Fesenmaier, 2004;Park and Ha, 2016) and the level of participation (Grissemann and Stokburger-Sauer, 2012;Prebensen et al, 2015;Tseng and Chiang, 2016). In this research, going beyond the existing researches, the participation behaviors of tourists in production were evaluated from a holistic point of view.…”

“…The function of co-production strategy in understanding the market in the tourism sector, determining the requests of the customers that are differentiating and getting more and more difficult to predict, personalizing the services within this framework, and increasing the competitive power of the businesses has attracted the attention of the researchers to this issue. Therefore, in the literature, the functions of the co-production in the travel agencies have been considered within different frameworks in terms of supply and demand (Wang and Fesenmaier, 2004;Prebensen and Foss, 2011;Salvado et al, 2011;Wang et al, 2011;Grissemann and Stokburger-Sauer, 2012;Bertella, 2014;Schmidt-Rauch and Schwabe, 2014;Prebensen et al, 2015;Smaliukiene et al, 2015;Tseng and Chiang, 2016;Arıca and Kozak, 2018). In the researches, the effect of the customer participation in production on the provided and perceived service outputs has been frequently examined (Wang and Fesenmaier 2004;Prebensen and Foss, 2011;Salvado et al, 2011;Wanget al.2011;Grissemann and Stokburger-Sauer, 2012;Prebensen and Dahl, 2013;Tseng and Chiang 2016).…”

“…Therefore, in the literature, the functions of the co-production in the travel agencies have been considered within different frameworks in terms of supply and demand (Wang and Fesenmaier, 2004;Prebensen and Foss, 2011;Salvado et al, 2011;Wang et al, 2011;Grissemann and Stokburger-Sauer, 2012;Bertella, 2014;Schmidt-Rauch and Schwabe, 2014;Prebensen et al, 2015;Smaliukiene et al, 2015;Tseng and Chiang, 2016;Arıca and Kozak, 2018). In the researches, the effect of the customer participation in production on the provided and perceived service outputs has been frequently examined (Wang and Fesenmaier 2004;Prebensen and Foss, 2011;Salvado et al, 2011;Wanget al.2011;Grissemann and Stokburger-Sauer, 2012;Prebensen and Dahl, 2013;Tseng and Chiang 2016). In the significant part of the researches, it was found that the co-production affected the service outputs in different aspects (Wang and Fesenmaier 2004;Salvado et al, 2011;Grissemann and Stokburger-Sauer, 2012;Prebensen and Dahl, 2013;Tseng and Chiang 2016;Arıca and Kozak, 2018).…”

“…In the researches, the effect of the customer participation in production on the provided and perceived service outputs has been frequently examined (Wang and Fesenmaier 2004;Prebensen and Foss, 2011;Salvado et al, 2011;Wanget al.2011;Grissemann and Stokburger-Sauer, 2012;Prebensen and Dahl, 2013;Tseng and Chiang 2016). In the significant part of the researches, it was found that the co-production affected the service outputs in different aspects (Wang and Fesenmaier 2004;Salvado et al, 2011;Grissemann and Stokburger-Sauer, 2012;Prebensen and Dahl, 2013;Tseng and Chiang 2016;Arıca and Kozak, 2018). However, it was determined in the literature that it was not a common practice for the travel agency customers to participate in the business processes all the way through, from the production to the consumption of the product (Grissemann and Stokburger-Sauer, 2012;Tseng and Chiang, 2016).…”

“…In the significant part of the researches, it was found that the co-production affected the service outputs in different aspects (Wang and Fesenmaier 2004;Salvado et al, 2011;Grissemann and Stokburger-Sauer, 2012;Prebensen and Dahl, 2013;Tseng and Chiang 2016;Arıca and Kozak, 2018). However, it was determined in the literature that it was not a common practice for the travel agency customers to participate in the business processes all the way through, from the production to the consumption of the product (Grissemann and Stokburger-Sauer, 2012;Tseng and Chiang, 2016). In some of the researches, it was pointed out that although the customers participated in the production, the structure of the participation behavior was ambiguous (MacLeod et al, 2009;Grissemann and Stokburger-Sauer 2012;Campos et al, 2015).…”