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First-Time versus Repeat Tourism Customer Engagement, Experience, and Value Cocreation : An Empirical Investigation

Rather, Raouf Ahmad ; Hollebeek, Linda D. LU and Rasoolimanesh, S. Mostafa (2022) In Journal of Travel Research 61(3). p.549-564
Abstract

Though customer engagement (CE) and customer experience (CX) are recognized as key research priorities, empirically derived insight into their association with tourism customers’ ensuing value cocreation and destination revisit intent remains tenuous, in particular for first-time versus repeat customers. In response to this gap, we develop an S-D logic–informed model that tests the effects of tourism-based CE on CX, cocreation, and revisit intent. Our findings suggest that CE’s dimensions differentially affect CX and cocreation, which subsequently affects revisit intent. Second, we identify CE’s indirect effect on revisit intent, as mediated via CX and cocreation. Thus, the effect of CE on revisit intent is most pronounced under... (More)

Though customer engagement (CE) and customer experience (CX) are recognized as key research priorities, empirically derived insight into their association with tourism customers’ ensuing value cocreation and destination revisit intent remains tenuous, in particular for first-time versus repeat customers. In response to this gap, we develop an S-D logic–informed model that tests the effects of tourism-based CE on CX, cocreation, and revisit intent. Our findings suggest that CE’s dimensions differentially affect CX and cocreation, which subsequently affects revisit intent. Second, we identify CE’s indirect effect on revisit intent, as mediated via CX and cocreation. Thus, the effect of CE on revisit intent is most pronounced under elevated CX and cocreation. Third, involvement is found to moderate the association between CX, cocreation, and revisit intent. Moreover, we identify significant CE, CX, cocreation, and revisit intent–based differences for first-time versus repeat customers. We conclude with important implications arising from our analyses and further research avenues.

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author
; and
publishing date
type
Contribution to journal
publication status
published
subject
keywords
customer engagement, customer experience, Service-Dominant logic, tourism marketing, value cocreation
in
Journal of Travel Research
volume
61
issue
3
pages
16 pages
publisher
SAGE Publications
external identifiers
  • scopus:85101244963
ISSN
0047-2875
DOI
10.1177/0047287521997572
language
English
LU publication?
no
additional info
Publisher Copyright: © The Author(s) 2021.
id
87f6a5bc-64b5-4c9a-8553-438ee3bfb90b
date added to LUP
2023-02-22 13:34:18
date last changed
2023-02-27 12:53:58
@article{87f6a5bc-64b5-4c9a-8553-438ee3bfb90b,
  abstract     = {{<p>Though customer engagement (CE) and customer experience (CX) are recognized as key research priorities, empirically derived insight into their association with tourism customers’ ensuing value cocreation and destination revisit intent remains tenuous, in particular for first-time versus repeat customers. In response to this gap, we develop an S-D logic–informed model that tests the effects of tourism-based CE on CX, cocreation, and revisit intent. Our findings suggest that CE’s dimensions differentially affect CX and cocreation, which subsequently affects revisit intent. Second, we identify CE’s indirect effect on revisit intent, as mediated via CX and cocreation. Thus, the effect of CE on revisit intent is most pronounced under elevated CX and cocreation. Third, involvement is found to moderate the association between CX, cocreation, and revisit intent. Moreover, we identify significant CE, CX, cocreation, and revisit intent–based differences for first-time versus repeat customers. We conclude with important implications arising from our analyses and further research avenues.</p>}},
  author       = {{Rather, Raouf Ahmad and Hollebeek, Linda D. and Rasoolimanesh, S. Mostafa}},
  issn         = {{0047-2875}},
  keywords     = {{customer engagement; customer experience; Service-Dominant logic; tourism marketing; value cocreation}},
  language     = {{eng}},
  number       = {{3}},
  pages        = {{549--564}},
  publisher    = {{SAGE Publications}},
  series       = {{Journal of Travel Research}},
  title        = {{First-Time versus Repeat Tourism Customer Engagement, Experience, and Value Cocreation : An Empirical Investigation}},
  url          = {{http://dx.doi.org/10.1177/0047287521997572}},
  doi          = {{10.1177/0047287521997572}},
  volume       = {{61}},
  year         = {{2022}},
}