The role of trust in tourists’ motivation to participate in co-creation
Yükleniyor...
Tarih
2023
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Emerald
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Purpose – Intention to re-participate in co-creation (IRCC) is an essential indication of customers to their
deal proneness. Therefore, this study aims to focus on the role of trust in the relationship between tourists’
motivation for IRCC activities and the perceived service outputs in the tourism research.
Design/methodology/approach – This study applies a quantitative method approach to achieve
perceptions into this unfamiliar phenomenon of IRCC. A total of 305 valid questionnaires were collected
from October 10 to October 30, 2020 in Istanbul, then analyzed with covariance-based structural
equation modeling using the linear structural relations (LISREL) software package.
Findings – The findings of the study showed that the tourists’ IRCC is categorized under four factors:
learning benefit, social interaction benefit, hedonic benefit and financial benefit. In the context of IRCC,
organizational trust partially mediates the relationship between tourist intention and deal proneness
motivation for IRRC.
Research limitations/implications – The scope of research was limited to domestic tourists visiting
Istanbul. Research must be conducted on tourists visiting other destinations and who differ in terms of
cultural features to make assessments on a larger scale. Furthermore, when considering that co-creation
is the consequence of the collaboration between the business and the customers, researching
businesses’ initiatives based on promoting the participation in co-creation will make a contribution both
for the managers and to the literature to formalize the co-creation process. In addition, social networks
are one of the main platforms where tourists motivation to participate in co-creation, but tourists can both
create and destroy value on social media regarding the businesses and touristic experience. In this
respect, future research should analyze tourists’ motivation elements that urge them to co-create and codestroy value on social networks, contributing to understanding and evaluating the co-creation process
in all aspects.
Practical implications – In contrast with prior research, this study offers a model that integrates the
antecedents and consequences of the IRCC process. In this perception, insight tourist motivational
factors to IRCC activities provides a path for tourism businesses to strategically manage their activities.
This study mostly uncovers the role of organizational trust positively in effect the re-participation.
Originality/value – IRCC is an issue that should be evaluated with its antecedents and outputs. In the
literature, several studies evaluate co-creation outputs but research on antecedents promoting IRCC is
limited. In this study, the antecedents (motivation to re-participate) and outputs of co-creation (trust and
perceived benefit) are evaluated together
Açıklama
Anahtar Kelimeler
Service-dominant logic, Tourism, Expectancy theory, Co-creation, Motivation
Kaynak
Tourism Review
WoS Q Değeri
N/A
Scopus Q Değeri
N/A
Cilt
Sayı
Künye
Arıca, R., Kodas, B., Cobanoglu, C., Parvez, M. O., Ongsakul, V., & Della Corte, V. (2023). The role of trust in tourists’ motivation to participate in co-creation. Tourism Review, (ahead-of-print).
