The role of market mavens in co-creating tourist experiences and increasing loyalty to service providers
Bibliographic Data
| ID | 15067050 |
|---|---|
| Authors | Dina Lončarić (0000-0003-2285-0252, University of Rijeka), Marina Perišić Prodan (0000-0003-1954-4481, University of Rijeka), Jasmina Dlačić (0000-0002-3592-1876, University of Rijeka, corresponding author) |
| Year | 2019 |
| Volume | 32 |
| Issue | 1 |
| Pages | 2252-2268 |
| Publication date | 2019-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Economic Research-Ekonomska Istraživanja (JOURNAL) |
| Journal identifiers | ISSN: 1331-677X • E-ISSN: 1848-9664 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/1331677x.2019.1645713 |
| OpenAlex | W2965306794 |
| Language | EN |
| Citations received | 2 |
| References cited | 53 |
The purpose of this paper is to explain the role of market mavens in the tourist sector and to explore the importance of tourist experience co-creation in increasing loyalty to service providers. A survey was conducted on a sample of 425 Croatian residents who had travelled at least once in the year before the study. Two hypotheses were set and empirically tested by partial least square structural equation modelling (PLS-SEM). This research confirms that market mavens are inclined to share tourist experiences and to engage in tourist experience co-creation. It also shows that if market mavens are co-creating tourist experience with travel professionals they are more likely to continue to collaborate with the same service provider, hence, demonstrating loyalty. This paper contributes to knowledge of consumer behaviour in tourism by emphasising the role of market mavens in co-creating tourist experience. The scientific contribution is found in testing the influence of market mavens on co-creating tourist experience and loyalty to service providers. The paper also explains the implications for service providers in tourism. Learning about the influence of market mavens on the process of co-creating tourist experience can help service providers to engage more with these individuals to enhance their loyalty
Advertising · Business · Loyalty · Political science · Service provider · Structural equation modeling · Tourism · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Marketing
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An examination of the effects of motivation and satisfaction on destination loyalty
Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists
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Value Co-Creation Significance of Tourist Resources
The effect of co-creation experience on outcome variable
Electronic word-of-mouth in hospitality and tourism management
| Unique citing works | 2 |
|---|---|
| Citations per year | 0.4 |
| Citation span | 2021 - 2024 (4) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 2 |