Expanding the task-dominant value cocreation narrative: The role of consumer expertise, and social and mental processes

This research proposes an integral model of cocreation processes before, during, and after a trip affecting customer value and anteceded by tourist expertise. Beyond prevailing task-related (coproduction) processes and the more recently contemplated social processes, we consider mental cocreation us...

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Detalhes bibliográficos
Autores: Eletxigerra Hernández, Ainhize, Barrutia Legarreta, José María, Etxebarria Miguel, María Carmen
Formato: artículo
Fecha de publicación:2021
País:España
Recursos:Universidad del País Vasco
Repositorio:Addi. Archivo Digital para la Docencia y la Investigación
OAI Identifier:oai:addi.ehu.eus:10810/64388
Acesso em linha:http://hdl.handle.net/10810/64388
Access Level:acceso abierto
Palavra-chave:Value cocreation
Travel experience
Service-dominant logic
Expertise
Mental processes
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spelling Expanding the task-dominant value cocreation narrative: The role of consumer expertise, and social and mental processesEletxigerra Hernández, AinhizeBarrutia Legarreta, José MaríaEtxebarria Miguel, María CarmenValue cocreationTravel experienceService-dominant logicExpertiseMental processesThis research proposes an integral model of cocreation processes before, during, and after a trip affecting customer value and anteceded by tourist expertise. Beyond prevailing task-related (coproduction) processes and the more recently contemplated social processes, we consider mental cocreation using the concept of mental time travel (forward and backward). Findings from 428 tourist responses reveal the great potential of these novel cocreation forms, showing that imagining a forthcoming trip and remembering the travel afterwards are important affective value drivers, as is interacting with locals and employees. Overall, these play a more prominent role than task-related processes. Likewise, we found that tourist expertise is a major antecedent of cocreation and precursor of value. Managers could encourage tourist cocreation by applying customer education strategies, stimulating activities with high community contact, and using virtual tools to intensify thoughts and memories of past and future travel experiences. Technology may be key in achieving this.The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: The research was supported by the Spanish Government (grant number ECO2016-76348-R); the Basque Government (IT-1354-19; POS-2020-2-0040; POS-2019-1-0011; IKM-2020-1-0014; PRE-2017-2-0009); and the Feside Foundation.Sage202420242021info:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10810/64388reponame:Addi. Archivo Digital para la Docencia y la Investigacióninstname:Universidad del País VascoIngléshttps://journals.sagepub.com/doi/full/10.1177/00472875211017234info:eu-repo/semantics/openAccess© The Author(s) 2021 published by Sageoai:addi.ehu.eus:10810/643882026-06-18T09:23:17Z
dc.title.none.fl_str_mv Expanding the task-dominant value cocreation narrative: The role of consumer expertise, and social and mental processes
title Expanding the task-dominant value cocreation narrative: The role of consumer expertise, and social and mental processes
spellingShingle Expanding the task-dominant value cocreation narrative: The role of consumer expertise, and social and mental processes
Eletxigerra Hernández, Ainhize
Value cocreation
Travel experience
Service-dominant logic
Expertise
Mental processes
title_short Expanding the task-dominant value cocreation narrative: The role of consumer expertise, and social and mental processes
title_full Expanding the task-dominant value cocreation narrative: The role of consumer expertise, and social and mental processes
title_fullStr Expanding the task-dominant value cocreation narrative: The role of consumer expertise, and social and mental processes
title_full_unstemmed Expanding the task-dominant value cocreation narrative: The role of consumer expertise, and social and mental processes
title_sort Expanding the task-dominant value cocreation narrative: The role of consumer expertise, and social and mental processes
dc.creator.none.fl_str_mv Eletxigerra Hernández, Ainhize
Barrutia Legarreta, José María
Etxebarria Miguel, María Carmen
author Eletxigerra Hernández, Ainhize
author_facet Eletxigerra Hernández, Ainhize
Barrutia Legarreta, José María
Etxebarria Miguel, María Carmen
author_role author
author2 Barrutia Legarreta, José María
Etxebarria Miguel, María Carmen
author2_role author
author
dc.subject.none.fl_str_mv Value cocreation
Travel experience
Service-dominant logic
Expertise
Mental processes
topic Value cocreation
Travel experience
Service-dominant logic
Expertise
Mental processes
description This research proposes an integral model of cocreation processes before, during, and after a trip affecting customer value and anteceded by tourist expertise. Beyond prevailing task-related (coproduction) processes and the more recently contemplated social processes, we consider mental cocreation using the concept of mental time travel (forward and backward). Findings from 428 tourist responses reveal the great potential of these novel cocreation forms, showing that imagining a forthcoming trip and remembering the travel afterwards are important affective value drivers, as is interacting with locals and employees. Overall, these play a more prominent role than task-related processes. Likewise, we found that tourist expertise is a major antecedent of cocreation and precursor of value. Managers could encourage tourist cocreation by applying customer education strategies, stimulating activities with high community contact, and using virtual tools to intensify thoughts and memories of past and future travel experiences. Technology may be key in achieving this.
publishDate 2021
dc.date.none.fl_str_mv 2021
2024
2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10810/64388
url http://hdl.handle.net/10810/64388
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv https://journals.sagepub.com/doi/full/10.1177/00472875211017234
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
© The Author(s) 2021 published by Sage
eu_rights_str_mv openAccess
rights_invalid_str_mv © The Author(s) 2021 published by Sage
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Sage
publisher.none.fl_str_mv Sage
dc.source.none.fl_str_mv reponame:Addi. Archivo Digital para la Docencia y la Investigación
instname:Universidad del País Vasco
instname_str Universidad del País Vasco
reponame_str Addi. Archivo Digital para la Docencia y la Investigación
collection Addi. Archivo Digital para la Docencia y la Investigación
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.300724

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