FROM VALUE CO-CREATION TO POSITIVE EXPERIENCES AND CUSTOMER SATISFACTION. A CUSTOMER PERSPECTIVE IN THE HOTEL INDUSTRY

This study evaluates whether the Value Co-creation (VCC) process in hotels contributes to positive guest experience and satisfaction. paper utilizes DART model (Dialogue, Access, Risk, Transparency) as main framework explore VCC hotels. research is first both adjust a customer’s viewpoint evaluate it hotel context. The included data derived from 484 international tourists lodged Greek analyzed with structural equation modeling technique. Results suggest that Dialogue component of does not affect experience, while Transparency, Risk Assessment do, fact, strongly influence tourist current enriches consolidates VCC–DART theory