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    Cocreation as Moderator between the Experience Value and Satisfaction Relationship

    Access Status
    Fulltext not available
    Authors
    Prebensen, N.
    Kim, H.
    Uysal, Muzaffer
    Date
    2016
    Type
    Journal Article
    
    Metadata
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    Citation
    Prebensen, N. and Kim, H. and Uysal, M. 2016. Cocreation as Moderator between the Experience Value and Satisfaction Relationship. Journal of Travel Research. 55 (7): pp. 934-945.
    Source Title
    Journal of Travel Research
    DOI
    10.1177/0047287515583359
    ISSN
    0047-2875
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/54539
    Collection
    • Curtin Research Publications
    Abstract

    The article explores the concept of cocreation of value, defined as the tourist’s interest in mental and physical participation in an activity and its role in tourist experiences. Based on the theoretical perspective of “the new service-dominant logic,” customer participation in tourist experiences is explored and tested as a moderating variable on the perceived value – satisfaction relationship. In essence, the customer partakes mentally and physically in an experience, which moderates the role that experience value has on overall satisfaction. The study thus hypothesizes that the higher the level of participation, the stronger the experience value–satisfaction link becomes and vice versa. Using a sample drawn from tourists in Norway, the results confirm that experience value is an effective predictor of tourist satisfaction. The study reveals that the level of cocreation moderates the effect between the experience value of winter tourism activities and satisfaction.

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