Value co-creation for memorable touristic experiences: experimental evidence of the effects on consumer satisfaction and purchase intention

The integration of the Internet with other technologies has profoundly impacted consumer relations in the tourism and hospitality industry, enabling disintermediation and direct consumer access to service providers. In this challenging scenario, travel agencies may strategically tailor touristic services and deliver memorable experiences by engaging consumers in cocreating their travel itineraries. This study tests the hypothesis that involvement in a co-creation process with a tourist service provider positively affects consumer satisfaction and purchase intention. An experimental study was conducted to assess this, and the results supported the hypotheses. Moreover, practical implications are provided for travel agents operating both online and offline to enhance their competitiveness by incorporating co-creation processes into their routines, which can increase consumers’ perceived value.