From satisfaction to happiness in the co-creation of value: the role of moral emotions in the Spanish tourism sector

Rafael Robina-Ramírez (), Ana Leal-Solís (), José Amelio Medina-Merodio () and Rosa Estriegana-Valdehita ()
Additional contact information
Rafael Robina-Ramírez: Universidad de Extremadura
Ana Leal-Solís: Universidad de Extremadura
José Amelio Medina-Merodio: Universidad de Alcalá
Rosa Estriegana-Valdehita: Universidad de Alcalá

Quality & Quantity: International Journal of Methodology, 2023, vol. 57, issue 4, No 40, 3783-3804

Abstract: Abstract The search for happiness, understood as an inner and personal attitude that goes beyond mere satisfaction, is one of the aims of tourists’ co-creation of value. To date, few studies have analysed the importance of people’s moral principles in the co-creation of tourist value. Moral emotions play an essential role in this process. In this study, 12 tourism managers within administration, 28 hotel managers and 24 travel agencies actively participated in defining the indicators selected to measure how the co-creation of value from five Spanish towns affected customers’ happiness. Moreover, 444 tourists participated in the study. The PLS-SEM technique was used to examine the data obtained. Results show that the co-creation of value contributes to the happiness of the tourist. Of particular significance is the influence of customers’ co-creation of value on customer happiness. Additionally, the predictive capacity of the model is replicable to other tourist destinations.

Keywords: Customer happiness; Co-creation of value; Moral principles; Tourism sector; Transcendence; Values (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s11135-022-01528-0 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:qualqt:v:57:y:2023:i:4:d:10.1007_s11135-022-01528-0

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/11135

DOI: 10.1007/s11135-022-01528-0

Access Statistics for this article

Quality & Quantity: International Journal of Methodology is currently edited by Vittorio Capecchi

More articles in Quality & Quantity: International Journal of Methodology from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().