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Most value cocreation measurement scales have focused on physical cocreation behavior rather than the cocreation experience. This study aims to conceptualize the construct of cocreation experience and develop a corresponding measurement scale in peer-to-peer accommodations using a sequential mixed-methods approach. The multistage scale development procedure generated a measurement containing six reflective dimensions: authenticity, autonomy, control, learning, personalization, and connection. This study contributes to the literature by conceptualizing and operationalizing the construct of the cocreation experience in peer-to-peer accommodations. Findings provide insight into customers’ shared experiences and enable tourism and hospitality practitioners to improve the customer experience.
Pei et al. (Thu,) studied this question.