engleski

Customer Value in Tourism Settings: Theory of Consumption Experience Approach

Customer value in tourism is usually researched either from a utilitarian point of view or as a multidimensional concept. The first approach defines customer value as a trade-off between costs and benefits. In contrast, the second approach focuses on dimensions of customer value, taking into account the characteristics of services and tourism. There are different approaches to measuring the latter concept. However, the theory of consumption value and experience may be considered the two main approaches. This paper focuses on the theory of consumption experience in defining and measuring customer value. This approach was conceptualized by Holbrook and later operationalized as eight value scales (efficiency, service quality, play, aesthetics, status, esteem, ethics, and escapism). Based on these findings, this paper tests the application of the customer value measuring instrument based on the theory of consumption experience. Data was collected through a selfcomplete questionnaire on a sample of tourists staying in one out of 20 hotels in Istria County, Croatia. The research was conducted from July through August in 2019. The data were processed using univariate statistics and structural equation modeling. Univariate statistics were used to generalize the sample, while confirmatory factor analysis was used to test the scales’ quality and adequacy. Based on the research results, the original measuring instrument showed specific issues (model fit, convergent, and discriminant validity). A new model was developed, and a four-factor solution was confirmed (service quality, social value, aesthetics, and escapism).

customer value, theory of consumption experience, tourism settings

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