Testing the relationship between value co-creation, perceived justice and guests' enjoyment


Assiouras I., Skourtis G., Giannopoulos A., Buhalis D., Karaosmanoğlu E.

CURRENT ISSUES IN TOURISM, 2022 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Publication Date: 2022
  • Doi Number: 10.1080/13683500.2022.2030680
  • Journal Name: CURRENT ISSUES IN TOURISM
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, Agricultural & Environmental Science Database, Aquatic Science & Fisheries Abstracts (ASFA), CAB Abstracts, Geobase, Hospitality & Tourism Complete, Hospitality & Tourism Index, PAIS International, Sociological abstracts, Veterinary Science Database
  • Keywords: Value co-creation, Co-production, Value-in-use, perceived justice, guests' enjoyment, cognitive appraisal theory, CUSTOMER PARTICIPATION, SERVICE FAIRNESS, TOURISM, SATISFACTION, EXPERIENCES, EMOTIONS, CONSUMERS, TRAVEL, BEHAVIOR, LESSONS
  • Istanbul Technical University Affiliated: Yes

Abstract

This study explores the relationship between value co-creation (VCC), guests' perceived justice and guests' enjoyment. Cognitive appraisal theory and justice theory are used to explain these relationships. Different dimensions of VCC such as knowledge sharing, equity, interaction, personalization, experience and relationship are investigated in this study. Partial least square Structural equation modeling (PLS-SEM) was used to test the hypotheses using data from 365 hotel guests recruited through Prolific. VCC has a positive relationship with guests' enjoyment through two mediators, the perceived distributive and the interactional justice. This study contributes to the literature of VCC by proposing justice theory as a cognitive process that can partially explain guests' enjoyment when they adopt an active 'working' role to undertake value-creating activities.