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Purpose The purpose of this study is to present a holistic review of journal articles on value cocreation in the tourism and hospitality field. By distinguishing similarities and differences in the contexts of China and other regions, the authors identify targeted research directions. Design/methodology/approach This study collected 438 English articles and 31 Chinese articles on value cocreation in tourism and hospitality published in the Web of Science, Scopus and China National Knowledge Infrastructure online databases. After analyzing the study location of all articles in the sample, the authors identified 79 English-language articles that adopted China as the context of the study. The first data set included non-China-focused publications and the second data set included China-focused publications. A comparative bibliometric methodology was conducted. Findings The results indicate similarities and differences between the two data sets in terms of research methods, topics and future research directions. Seven major concepts were identified in the first data set: hospitality value cocreation; the value generation process; key stakeholders; outcome variables; the application of service-dominant logic; peer-to-peer accommodation and destination management. Four research focuses were identified in the second data set: the application of customer-dominant logic; the value generation process; resource integration and the cocreation experience. Research limitations/implications This research contributes to the understanding of tourism and hospitality cocreation systems through literature analysis and encourages future research on the nexus of the Chinese and global contexts. This systematic investigation extends the concept of value cocreation by integrating its implementation process and value categories and further evaluates the consequences and benefits of value cocreation, which helps clarify how winners and losers can adjust their strategies accordingly. Originality/value The originality of this paper lies in the adopted comparative bibliometric analysis which comprehensively reviewed and compared the characteristics of value cocreation research across two contexts. In addition, the study dialectically assesses Chinese tourism cocreation phenomena and their impacts from a global perspective.
Liu et al. (Tue,) studied this question.