Testing the relationship between value, cocreation, perceived justice and guests' enjoyment

Ioannis Assiouras (), George Skourtis, Antonis Giannopoulos, Dimitrios Buhalis and Elif Karaosmanoglu
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Ioannis Assiouras: UR CONFLUENCE : Sciences et Humanités (EA 1598) - UCLy - UCLy (Lyon Catholic University), ESDES - ESDES, Lyon Business School - UCLy - UCLy - UCLy (Lyon Catholic University)

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Abstract: This study explores the relationship between value co-creation (VCC), guests' perceived justice and guests' enjoyment. Cognitive appraisal theory and justice theory are used to explain these relationships. Different dimensions of VCC such as knowledge sharing, equity, interaction, personalization, experience and relationship are investigated in this study. Partial least square Structural equation modeling (PLS-SEM) was used to test the hypotheses using data from 365 hotel guests recruited through Prolific. VCC has a positive relationship with guests' enjoyment through two mediators, the perceived distributive and the interactional justice. This study contributes to the literature of VCC by proposing justice theory as a cognitive process that can partially explain guests' enjoyment when they adopt an active ‘working' role to undertake value-creating activities.

Keywords: Value co-creation; cognitive appraisal theory; guests’ enjoyment; perceived justice; Value-in-use; Co-production; théorie de l'évaluation cognitive; plaisir des hôtes; justice perçue; valeur d'usage; co-production; Co-création de valeur (search for similar items in EconPapers)
Date: 2023-02
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Published in Current Issues in Tourism, 2023, 26 (4), pp.587-602. ⟨10.1080/13683500.2022.2030680⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05451350

DOI: 10.1080/13683500.2022.2030680

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