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Article

How Does Value Co-Creation Behavior Affect Destination Loyalty? A Role Switching Perspective

1
School of Management, Shandong University, Jinan 250100, China
2
School of Economics and Management, Shenyang Agricultural University, Shenyang 110161, China
*
Author to whom correspondence should be addressed.
Academic Editor: Eduardo Álvarez-Miranda
J. Theor. Appl. Electron. Commer. Res. 2021, 16(5), 1805-1826; https://doi.org/10.3390/jtaer16050101
Received: 30 March 2021 / Revised: 17 May 2021 / Accepted: 1 June 2021 / Published: 5 June 2021
(This article belongs to the Special Issue The New Era of Digital Marketing)
The concept of value co-creation brings about changes in tourists’ roles from value receivers to producers. Most existing studies take value co-creation behavior as a single dimension, ignoring the role switching of tourists. Starting from the precise constitution of value co-creation behavior, this paper, utilizing the method of structural equation modeling (SEM), discusses the mechanism of the effects of tourist participation behavior and citizenship behavior on destination loyalty through each sub-dimension of perceived value. The results showed the following: (1) The participation behavior (in-role) and citizenship behavior (extra-role) of tourists affect different value dimensions. (2) The value co-created by tourists presents a hierarchical state from the primary to the higher level. Among the types of value, novelty and social value belong to the primary level while quality, economic, knowledge, and emotional value belong to the higher level. (3) Destination loyalty is driven not only by tourist behavior (in-role) but also by citizenship behavior (extra-role). Based on the perspective of role switching, this paper establishes the theoretical framework of role switching in the era of value co-creation and proposes some strategic suggestions for marketing transformation. View Full-Text
Keywords: value co-creation; role switching; perceived value; destination loyalty value co-creation; role switching; perceived value; destination loyalty
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MDPI and ACS Style

Xu, F.; Tan, J.; Lu, L.; Li, S.; Qin, L. How Does Value Co-Creation Behavior Affect Destination Loyalty? A Role Switching Perspective. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 1805-1826. https://doi.org/10.3390/jtaer16050101

AMA Style

Xu F, Tan J, Lu L, Li S, Qin L. How Does Value Co-Creation Behavior Affect Destination Loyalty? A Role Switching Perspective. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(5):1805-1826. https://doi.org/10.3390/jtaer16050101

Chicago/Turabian Style

Xu, Feng; Tan, Juan; Lu, Lijun; Li, Shuaishuai; Qin, Lingui. 2021. "How Does Value Co-Creation Behavior Affect Destination Loyalty? A Role Switching Perspective" J. Theor. Appl. Electron. Commer. Res. 16, no. 5: 1805-1826. https://doi.org/10.3390/jtaer16050101

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