Unveiling the value of tourist-to-tourist interaction in all-inclusive hotels: a stimulus-organism-response model

This study examines how tourist-to-tourist interaction affects tourists’ internal states that drive their positive evaluations of the hotel’s economic value. A stimulus-organism-response model was developed, incorporating social servicecape and tourist-to-tourist interaction as stimuli, self-congruity and place attachment as the organism, and willingness to pay more as the response. Survey data collected from 405 British tourists at a five-star all-inclusive hotel offering a well-designed social servicescape. Results showed that the social servicescape enhances tourist-to-tourist interactions, fostering self-congruity and place attachment. These internal evaluations, in turn, predict willingness to pay more.