Customer Co-Creation on Revisiting Intentions: A Focus on the Tourism Sector

Carlos Monteiro, Mara Franco (), Raquel Meneses and Rui Alexandre Castanho ()
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Carlos Monteiro: Faculty of Economics, Porto University, 4200-464 Porto, Portugal
Mara Franco: CiTUR, Centre for Tourism Research, Development and Innovation, 9000-082 Madeira, Portugal
Raquel Meneses: Faculty of Economics, Porto University, 4200-464 Porto, Portugal
Rui Alexandre Castanho: CiTUR, Centre for Tourism Research, Development and Innovation, 9000-082 Madeira, Portugal

Sustainability, 2023, vol. 15, issue 21, 1-22

Abstract: The offer of a wide range of services has given consumers several options to meet their needs. Therefore, in coherence with the competition between companies, they need to adopt processes and measures that they can perceive as consumers’ needs to offer a service that is adequate for their requirements. This study aims to understand the impact of co-creation on services and what factors impact the intention to revisit tourism services, specifically hotel stays. In this sense, the search seeks to understand the influence of co-creation on the variables under study and, in turn, which variables impact the intention to revisit a tourist service. To this end, a quantitative investigation was conducted through an online questionnaire survey to 314 respondents, in August 2020, that stayed at hotels in Portugal. The study demonstrates the importance of co-creation as a mediator of factors such as customer experience and the company’s orientation towards the customer and, in turn, building a long-term relationship with the customer (loyalty). However, there is no evidence to support the relationship between co-creation and revisit intention as this last one is influenced only by allegiance. This investigation contributes to the theme of co-creation and revisiting in the tourism sector of mainland Portugal and the islands, which is a recent topic analyzed in the literature, and significantly contributes to the application of business goals.

Keywords: co-creation; tourism services; customer participation; service experiences; perception of value; return visit intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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