IMPROVING QUALITY OF LIFE THROUGH CO-CREATING TOURIST EXPERIENCE – WHAT DOES EXPERIENCE MARKETING HAVE TO DO WITH IT?

Dina Loncaric (), Jasmina Dlacic () and Andrijana Kos Kavran ()
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Dina Loncaric: University of Rijeka
Jasmina Dlacic: University of Rijeka
Andrijana Kos Kavran: University of Rijeka

Economic Thought and Practice, 2018, vol. 27, issue 1, 103-121

Abstract: The paper explores the co-creation of the tourist experience with travel professionals and its impact on improving quality of life through satisfaction with the general trip experience. Hence, it adds to the existing body of literature by emphasizing the role of experience marketing in co-creating the tourist experience and its contribution to the quality of life. The paper builds on previous research concerning the concepts of tourist experience co-creation (Mathis, 2013) and quality of life (Neal, Uysal & Sirgy, 2007). A survey was conducted on a convenience sample of 422 Croatian residents, who had travelled at least once in the year prior to the study. The hypotheses were empirically tested and validated by implementing partial least square structural equation modelling (PLS-SEM). Findings indicate that the co-creation of tourist experiences does influence satisfaction with the general trip experience, which, in turn, impacts the perceived quality of life. The paper also provides implications for travel professionals on how to improve their offer by using the postulates of experience marketing.

Keywords: Co-creation; tourist experience; quality of life; experience marketing (search for similar items in EconPapers)
JEL-codes: L83 M31 Z33 (search for similar items in EconPapers)
Date: 2018
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