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

Journal of Travel Research - Tập 61 Số 3 - Trang 549-564 - 2022
Raouf Ahmad Rather1, Linda D. Hollebeek2, S. Mostafa Rasoolimanesh3
1Department of Management Studies (South Campus), University of Kashmir, Jammu & Kashmir, Srinagar, India
2Montpellier Business School - University of Montpellier, Montpellier Research in Management, Montpellier, France / Tallinn University of Technology, Tallinn, Estonia
3School of Hospitality, Tourism, and Events & Centre for Research and Innovation in Tourism (CRiT), Taylor's University, Subang Jaya, Malaysia

Tóm tắt

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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Thông tin xuất bản

Journal of Travel Research

Tập 61 Số 3

549-564

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