Co-Creating Innovative Tourist Experiences: Towards an Integrative Framework

نویسندگان

چکیده

Co-creating tourist experiences helps create value for the tourists resulting from their interactions with tourism service providers and physical environment. However, practices procedures that drive co-creation of innovative are still not clear. We address this research gap by combining resource-based view (RBV) service-dominant (S-D) logic to develop specific hypotheses about mediating role in process which internal external resource orientations impact radical incremental innovations, turn influence experience outcomes (brand advocacy revisit intentions). find support most our using partial least squares structural equation modeling (PLS-SEM) analyze data matching samples 191 managers provider firms India. Specifically, (but internal) orientation positively affects both experience, brand intentions. Finally, fully mediates positive effect external) on innovations. These findings would help design co-creative strategies manage improve as well

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ژورنال

عنوان ژورنال: Tourism Analysis

سال: 2022

ISSN: ['1083-5423', '1943-3999']

DOI: https://doi.org/10.3727/108354222x16452005317225