Efficacy of co-creation and mastering on perceived value and satisfaction in tourists' consumption

TLDR: In this article, the authors explored the effects of participation, namely co-creation and mastering, on the perceived value of consumers' experience and satisfaction and found that tourists' participation augments satisfaction by creating value in the experience.

About: This article is published in Tourism Management.The article was published on 2017-06-01 and is currently open access. It has received 278 citations till now.

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Figure 1. Illustration of the developed hypotheses

Frequently asked questions

Q1. What have the authors contributed in "Efficacy of co-creation and mastering on perceived value and satisfaction in experiential consumption" ?

This study explores the effects of participation, namely co-creation and mastering, on the perceived value of consumers ’ experience and satisfaction. The study results reveal that consumers ’ mastering and psychological co-creation are significant for value perception. The study also finds value perception to mediate the relation between participation and satisfaction. This study contributes to the theory in two ways. Second, the study shows that satisfaction in experiential consumption evolves through consumers ’ participation in creating their own perceived value of the experience, indicating innovation potential for the tourism 

Q2. What are the future works mentioned in the paper "Efficacy of co-creation and mastering on perceived value and satisfaction in experiential consumption" ?

The marginal effects of the explanatory variables on the odds of success are usually reported in business studies, because it is sufficient to find out which explanatory variables are important, but the authors find it more interesting and straightforward to study the direct effect of variables on the probability of success. First, adventure tourists in a specific geographic area were targeted, calling for further studies in other industries and settings. Further research is needed to explore the “ adventure ” dimension in more detail. The future of competition: Co-creating unique value with customers. 

Q3. How many units of value enhance the probability of tourists being satisfied?

when the scale of learning value, emotional value, and social value increases by one unit, it enhances the probability that tourists will be highly satisfied by 6.5%, 5.7%, and 2.2%, respectively. 

Q4. What was the method used for the mastering and satisfaction constructs?

CFA for the mastering and satisfaction constructs was performed using maximum likelihood estimation with robust standard errors (MLM) using R programming. 

Q5. What is the effect of the mastering variable on tourists’ perceived experience value?

the marginal effects of the mastering variable on the probability of tourists feeling high social value and knowing value are 10.1% and 12%, respectively, whereas the marginal effects of the mastering variable on the probability of tourists feeling high quality value and economic value are only 2.7% and 7.1%, respectively. 

Q6. What is the significance of the psychological co-creation variables?

The estimated results suggest that the psychological co-creation of being interested in an experience will increase the probability of tourists experiencing enhanced quality value (i.e., functional value), economic value, novelty value, emotional value, social value, and knowledge value by 7.4%, 10.2%, 9.1%, 10.3%, 12.7%, and 8.7%, respectively. 

Q7. What are the estimated marginal effects of co-creation variables?

There are six mastering variables and twelve co-creation variables across the six value equations, in which the estimated marginal effects of all the mastering variables and eight of the twelve co-creation variables are positive and significant. 

Q8. What is the advantage of the logit model over structural equation modelling?

The apparent advantageof the logit model over structural equation modelling (SEM) is that the former does not require the assumption of multivariate normality. 

Q9. What is the significance of the psychological co-creation in tourism?

These results suggest that psychological co-creation is more important than physical co-creation in enhancing perceived experience value in tourism. 

Q10. What is the main motivation for tourists to take holidays?

This finding is reasonable, since in tourism, particularly adventure tourism, psychological value is found to be more important than physiological value (Nordbø & Prebensen, 2015), and the main motivation for tourists to take holidays is to find something emotional and to experience something novel (e.g., Bello & Etzel, 1985).