Naslov
Co-creating tourist experiences to enhance customer loyalty and travel satisfaction

Autori
Lončarić, Dina ; Perišić Prodan, Marina ; Dlačić, Jasmina

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of 4th International Scientific Conference ToSEE - Tourism in Southern and Eastern Europe 2017: "Tourism and Creative Industries: Trends and Challenges" / Marković, Suzana ; Smolčić Jurdana, Dora - Opatija : Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci, 2017, 321-334

Skup
International Scientific Conference ToSEE - Tourism in Southern and Eastern Europe 2017: "Tourism and Creative Industries: Trends and Challenges"

Mjesto i datum
Opatija, Hrvatska, 04.05.2017. - 06.05.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
co-creation, tourist experience, customer satisfaction, customer loyalty

Sažetak
Purpose – The purpose of this paper is to highlight the need for cooperation between tourists and travel professionals in creating a memorable visitor experience. The objectives of the study are twofold: first, to explain the concept of tourist experience co-creation and, second, to explore the relationships among tourist experience co-creation, customer satisfaction, overall travel satisfaction and customer loyalty towards travel professionals. Methodology – The study uses constructs from past literature. A survey was conducted on a convenience sample of 422 Croatian residents who had travelled at least once in the year prior to the study. The hypotheses were empirically tested and validated by partial least square structural equation modelling (PLS-SEM). Findings – Participation in the co- creation process of an experience, together with travel professionals, positively affects customer satisfaction. Further, customer satisfaction with co-creation has a positive effect on overall travel satisfaction and customer loyalty to travel professionals. There is also evidence that overall travel satisfaction positively affects customer loyalty to service provider. Contribution – This study contributes to the knowledge of tourist experience co-creation within the theory of service-dominant logic and customer behaviour. The scientific contribution is found in testing the influence of tourist experience co-creation on tourist satisfaction and loyalty. The applicable contribution emphasises the necessity to include tourists as an active, involved and participating part in the process of providing services. Their involvement in this process will positively affect their satisfaction and loyalty.

Izvorni jezik
Hrvatski

Znanstvena područja
Ekonomija

Napomena
Zbornik radova citiran u Thomson Reuters – WOS
Core Collection – CPCI (Conference Proceedings
Citation Index) ; Cabi Publishing - CAB Direct ;
EBSCO – Hospitality & Tourism Complete ; ProQuest
- ABI/INFORM Global

POVEZANOST RADA