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Advisor(s)
Abstract(s)
Purpose – The antecedents of loyalty, in general, and in tourism have been profusely examined by researchers worldwide for the last decades. Marketing and leisure/tourism literature suggests that perceived service quality, perceived value, place attachment, destination image, customer satisfaction, and customer delight are pronounced antecedents of loyalty towards a tourism attraction, destination, resource, or player. Still, one important challenge of today in the hospitality sector is delight as customer satisfaction is not enough as an
antecedent of tourist loyalty (Ali et al., 2018). Delight and satisfaction share common characteristics, but satisfaction and delight are two separate constructs (Finn, 2005; 2012). In tourism, previous research has worked to explain the significance of customer delight as an antecedent to customer loyalty, for
instance in five-star hotel spas in Portugal (Elias-Almeida et al., 2016) or in hotels, restaurants, retail, and theme parks (Torres et al., 2020). This study examines the growing importance of delight in tourism and proposes a conceptual framework to assess the influence of selected antecedents of tourist loyalty and
the effect of delight compared to satisfaction on hospitality and tourism. Moreover, originally, connects these constructs with value co-creation as an antecedent of delight and satisfaction, considering that there are numerous outcomes resulting from customer value co-creation, but conceptual models about customer value co-creation in the hospitality and tourism industry that integrate empirical and conceptual knowledge are still unknown (Carvalho & Alves, 2023).
Theoretical framework – In this research, different currents of thought are included, namely the Expectancy-Disconfirmation Model (Oliver, 1980) stating that customers are expected to compare pre-purchase expectations with the actual experience of a product or service. If perceived performance fails expectations, dissatisfaction or outrage will occur. If perceived service quality exceeds expectations, positive responses such as satisfaction or delight will arise (Torres et al., 2014). Also, Service-Dominant Logic, Customer-Dominant Logic, Social Exchange Theory, and others, are considered. Knowledge about these aspects remains theoretically and empirically ambiguous.
Design/methodology/approach – This is a theoretical essay based on a literature review. Being conceptual, this study resorted to a semi-systematic literature review, both to analyze and to structure delight on tourism and value co-creation, but also because this is a very broad field full of concepts, methods, and practical applications.
Findings – Results point out that delight, satisfaction, and value co-creation have different roles in loyalty as they enhance the experience lived by tourists. This study, through a conceptual framework, is contributing both to advance scientific knowledge and to clear practical implications.
Research, practical & social implications – Being exploratory in nature, our conceptual framework still needs to be tested in the hospitality and tourism sector. In fact, quantitative or mixed studies must be conducted to test our model.
Originality/value – This study extends the literature by combining empirical and conceptual knowledge. The originality of this study resides in the fact that it presents a multi-dimensional conceptual framework that can be helpful both to academics and practitioners when theorising about or developing loyalty in the hospitality and tourism industry through delight and value co-creation.
Description
Keywords
Value co-creation Delight Satisfaction Loyalty Tourism
Citation
Esteves, Salete; Mangini, Eduardo; Lopes, Luisa. (2024). Value co-creation, delight and satisfaction on tourism loyalty: A conceptual framework. In International Tourism Congress 2023: book of extended abstracts. Instituto Politécnico de Bragança. p. 115-117. ISBN 978-972-745-334-4
Publisher
Instituto Politécnico de Bragança