From Recipients to Participants:A Meta-analysis of Customer Value Co-creation in the Tourism Industry from the Digital Perspective
Customer value co-creation in the digital age is the key for tourism enterprises to gain competitive advantage.Although there is an abundance of theoretical studies on this topic,the results have been inconsistent or even divergent.In this study,a literature search was conducted in databases(including CNKI database,Web of Science,Elsevier Science Direct,EBSCO,Emerald,Springer,Taylor,SAGE,Wiley Online Library,etc.)using keywords and terms,such as"customer value co-creation","value co-creation",and"customer participation"to integrate the previous empirical research on customer value co-creation in the digital perspective.A total of 79 articles were collected from the database,including 69 articles in English and 10 articles in Chinese.A meta-analysis was used to analyze the causes and effects of value co-creation in tourism.The antecedents and consequences of tourism co-creation of value under the digital perspective were constructed and analyzed step by step using the Comprehensive Meta Analysis V2 software.We have come to the following conclusions:first,to achieve high-quality tourism development,it should rely on the synergistic innovation power of all factors,and the co-creation of customer value is influenced by four categories of factors:demographic characteristics,customer factors,organizational factors,and technological interaction factors.Age in demographic characteristics,psychological authorization,customer trust,social support and the intention to co-create value in customer factors,customer orientation,economic incentives,service climate in organizational factors and information technology in technological interaction factors have a significant positive influence on customer value co-creation,while there is no significant correlation between gender and education level in demographic characteristics and customer value co-creation.Second,in the digital age,both organizations and customers are knowledge givers and knowledge takers,and the contribution and appropriation are compatible,which means that customer value co-creation has a positive effect at both the customer and organizational levels.Customer value co-creation enhances customer satisfaction,experience value,well-being,customer loyalty,and brand trust at the customer level and promotes financial performance,word of mouth,and service innovation at the organizational level.Finally,industry characteristics have significantly moderated the relationship between customer value co-creation and its antecedent and outcome variables.Among them,the travel agency industry has the strongest moderating effect compared with the lodging industry and other industries.The results of this study clarify and enrich the theoretical research on the antecedents and outcomes of customer value co-creation in the tourism industry to provide a more consistent theoretical foundation and a new starting point for future research.This study also provides effective practical guidance for managers in tourism industry to promote the customer value co-creation,enhance the value of customer experience,and promote the development and innovation of organizations through the use of digital technology.
tourism industrycustomer value co-creationmeta-analysisantecedents-consequences modelmoderating effect
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