Value Co-creation in Tourism

Scale Validation and Replication Regarding Word-Of-Mouth Recommendation Intent

Authors

  • Thiago de Luca Sant'ana Ribeiro Nove de Julho University (UNINOVE), São Paulo, SP, Brazil. http://orcid.org/0000-0003-1638-630X
  • Benny Kramer Costa School of Arts, Sciences and Humanities, University of São Paulo (EACH/USP), SP, BrazilNove de Julho University (UNINOVE), São Paulo, SP, Brazil. / http://orcid.org/0000-0003-1992-1160
  • Otavio Freire School of Arts, Sciences and Humanities, University of São Paulo (EACH/USP), SP, Brazil / Faculty of Economics, Administration and Accounting, University of São Paulo (FEA / USP), SP, Brazil. https://orcid.org/0000-0002-9008-4273

DOI:

https://doi.org/10.7784/rbtur.v15i2.1924

Keywords:

Value co-creation, Service-Dominant Logic, Tourism, Experiences.

Abstract

This study aimed to validate for the Brazilian context a value co-creation scale directed towards tourism (Busser & Shulga, 2018) and also to measure its effects in relation to the intention of word-of-mouth recommendation. The methodological procedures adopted included translation of the original scale, face validation, adaptations to the research object and data analysis through structural equation modeling (SEM). The sample comprised 210 tourists who have experienced tourism experiences in the last 02 years. The data collection instrument was made using the Google Forms platform and submitted to respondents in the second half of 2018. Among the results: a) All 5 dimensions of the original scale were supported in this research (significance, collaboration, contribution, recognition and affective response) and b) the scale presented an R² of 0.614, explaining 61% of the intention of mouth-to-mouth recommendation.

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Author Biographies

Thiago de Luca Sant'ana Ribeiro, Nove de Julho University (UNINOVE), São Paulo, SP, Brazil.

He is a PhD student in Business Administration in the Graduate Program in Business Administration at Nove de Julho University (UNINOVE). He has a Master’s in Business Administration from UNINOVE (2018), a specialist degree (MBA) in Logistics and Supply Chain management from the Metropolitanas Unidas Faculty (FMU) (2016) and graduated in Business Administration at São Sebastião Faculty (FASS) (2014). He is currently a professor and author of Administration, and a researcher working mainly on the themes: stakeholders, co-creation of value, and absorptive capacity. He is also active in the areas of Education and Tourism.

Benny Kramer Costa, School of Arts, Sciences and Humanities, University of São Paulo (EACH/USP), SP, BrazilNove de Julho University (UNINOVE), São Paulo, SP, Brazil. /

He is a Full Professor and Researcher of the Graduate Program in Administration at the Nove de Julho University (UNINOVE), and Professor at the Department of Public Relations, Advertising and Tourism at the School of Communications and Arts, University of São Paulo (ECA/USP). He holds a doctorate and postdoctoral degree in Administration from the USP (1999 and 2006 respectively). He was Director, Professor and Researcher of the Professional Master's in Administration - Sports Management, from UNINOVE, since its creation in October 2012 until March 2017.

He coordinated 6 books with a focus on strategy and tourism. He was Editor-in-Chief of the Iberoamerican Journal of Strategic Management (IJSM/RIAE), from its foundation until 2014. He was Deputy Editor of Podium - Sport, Tourism and Leisure Review, from 2017 to 2018. He is currently General Editor of Podium - Sport, Tourism and Leisure Review; He is leader of the CNPq Research Group Strategy and Competitiveness; and Deputy Leader of the Research Group at CNPq, called Management, Strategy and Innovation in Creative Activities. He has experience in the Administration area, with an emphasis on Strategy, working mainly on the following themes: competitiveness, stakeholders, co-creation of value, scenarios, competitiveness, implementation of strategies, and project management. He also works in marketing and governance, and in areas such as tourism and sports

Otavio Freire, School of Arts, Sciences and Humanities, University of São Paulo (EACH/USP), SP, Brazil / Faculty of Economics, Administration and Accounting, University of São Paulo (FEA / USP), SP, Brazil.

He is a Professor in the Undergraduate Program in Marketing and in the Graduate Program in Tourism (PPGTUR) at the School of Arts, Science and Humanities, University of São Paulo (EACH/USP). Professor in Graduate Program in Administration (PPGA-FEA/USP). He is Associate Marketing Editor of the RAUSP Management Journal. Head of Science at ILUMEO MKT & COM. He holds a PhD in Communication Management from USP (2009), has a degree in Social Communication – Publicity and Advertising from the Federal University of Mato Grosso (UFMT) (1996), a specialization in Marketing from ESPM (1998), a master's degree in Communication from Paulista University (UNIP) (2007) and a master's degree in Education from the University of Cuiabá (UNIC) (2002). He works with a focus on marketing, strategy, communication, and consumer behavior.

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Published

2021-03-14

How to Cite

Ribeiro, T. de L. S., Costa, B. K., & Freire, O. (2021). Value Co-creation in Tourism: Scale Validation and Replication Regarding Word-Of-Mouth Recommendation Intent. Revista Brasileira De Pesquisa Em Turismo, 15(2), 1924. https://doi.org/10.7784/rbtur.v15i2.1924

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Vol. 15 No. 2 (2021): maio/agosto

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