Exploring Value Co-creation Mechanisms in Hospitality Accommodation Experiences
In the awakening of the new generation information technology revolution and the rise of the experience economy,the theory of value co-creation(VCC)in hospitality services is undergoing significant evolution.However,the practical realization of VCC has often fallen short of expectations.This disparity can be attributed to a lack of clarity regarding the objectives of VCC within the context of hospitality lodging experiences,as well as inadequate research into the processes and prerequisites essential for effective co-creation activities.To address this,the study took customer experience as the analytical unit to examine the interactive co-creation within the accommodation system,and uncovered the mechanisms of VCC through grounded theory.The study reveals that:(1)The scope of co-creation value in hospitality extends beyond customers,culminating in a value system encompassing individual value,relational value,and contextual value.(2)The generation of co-creation value typically progresses through stages involving the tangibilization of pre-experience expectations,interactive responses during the experience,and post-experience sharing.(3)Tangibility,responsiveness,and shareness play pivotal roles in value co-creation at each stage.The research refrains from directly transplanting VCC theory across disciplines,instead grounding itself in the unique and specific context of the hospitality industry to formulate a VCC model.This model holds the potential to enhance theoretical comprehension and ignite co-creation practices within the hospitality sector.
accommodation experiencevalue co-creationco-create mechanismsaccommodation valuegrounded theory
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