1 Introduction
2 Literature review
2.1 Value co-creation
2.2 Smart services
2.3 Smart tourism
3 Conceptual model and hypothesis development
3.1 Motives to co-create
3.2 Coordination motives leading to value co-creation
3.2.1 Communicating
3.2.2 Relating
3.2.3 Knowing
3.3 Value co-creation and CBBE
3.4 Value co-creation and WOM
4 Research methodology
4.1 Research instrument
Construct measurements (sources) | Items | |
---|---|---|
Value Co-Creation (VCC) (Grissemann and Stokburger, 2012) | CC_1: I would be actively involved in using 'Experience WA' while participating in this tourism experience | |
CC_2: I would use my previous tourism experience in using Experience WA during my trip to WA | ||
CC_3: The ideas of how to use 'Experience WA' in this tourism experience would predominantly come from myself | ||
CC_4: I would like to spend a considerable amount of time organising this trip to WA by using 'Experience WA' | ||
Intrinsic Motivation (IM) (Nambisan and Baron, 2009) | IM_1: Using 'Experience WA' would make my time enjoyable | |
IM_2: Using 'Experience WA' would make my time relaxing | ||
IM_3: I would derive fun from using 'Experience WA' | ||
IM_4: I would derive pleasure from using 'Experience WA' | ||
IM_5: I would entertain myself by using 'Experience WA' | ||
IM_6: I would stimulate my mind by using 'Experience WA' | ||
IM_7: I would use 'Experience WA' to derive enjoyment from problem solving and idea generation | ||
Extrinsic Motivation (EIM) (Nambisan and Baron, 2009) | IEM_1: I would use 'Experience WA' in hopes to expand my social network through my active participation in the experience | |
IEM_2: I would use 'Experience WA' to try to enhance my reputation as a tourism expert in my personal life | ||
IEM_3: I would use 'Experience WA' to reinforce my tourism-related credibility and authority in my personal life | ||
IEM_4: I would derive satisfaction from using 'Experience WA' in order to influence the tourism experience for others | ||
Communicating (COM) (Gustafsson et al., 2012) | Frequency (CFREQ) | CFREQ_1: I would want ongoing feedback on my input from 'Experience WA' |
CFREQ_2: I would want to input many ideas in the 'Experience WA' app | ||
CFREQ_3: I would want to use 'Experience WA' multiple times to plan my tourism experience | ||
Content (CCON) | CCON_1: I would use 'Experience WA' to help me feel active in my involvement in my tourism experience | |
CCON_2: I would use 'Experience WA' early in my tourism experience, rather than later | ||
CCON_3: I would want 'Experience WA' to inspire ideas for my holiday based on my input in this app | ||
Trust (RELTRU) | RELTRU_1: I would want 'Experience WA' to always meet my expectations | |
RELTRU_2: I would want to be able to count on 'Experience WA' to produce a good experience | ||
RELTRU_3: I would not always be able to trust the experiences 'Experience WA' produces to be good. (Reverse Coded) | ||
RELTRU_4: I would want 'Experience WA' to be a reliable app | ||
RELTRU_5: I would want the quality of the experiences from 'Experience WA' to be consistently high | ||
Connection (RELCON) | RELCONN_1: Using 'Experience WA' would help me feel a sense of connection with the tourism destination | |
RELCONN_2: Using 'Experience WA' would help me feel a sense of belonging with the tourism destination | ||
RELCONN_3: Using 'Experience WA' would help me become a loyal patron of this tourism destination | ||
Knowing (KNOW) (Yi and Gong, 2013) | Information Seeking (KNOWSEEK) | KNOWSEEK_1: I would ask others (e.g. social media) for information on what 'Experience WA' offered |
KNOWSEEK_2: I would search for information on where different functions of 'Experience WA' are located | ||
KNOWSEEK_3: I would pay attention to how others (e.g., via social media) who are using 'Experience WA' behave to guide my behavior while using this app | ||
Information Sharing (KNOWSHARE) | KNOWSHARE_1: I would have a clear plan on what I wanted 'Experience WA' to do for me when using it for planning the trip to WA | |
KNOWSHARE_2: When using 'Experience WA', I would give it proper information about me | ||
KNOWSHARE_3: When using 'Experience WA', I would provide necessary information so that the app can guide me properly in planning my trip to WA | ||
Feedback (FBACK) | FBACK_1: I would answer all of the Experience WA’s tourism related questions for planning the trip | |
FBACK_2: If I had a useful idea on how to improve Experience WA, I would let the app creators know | ||
FBACK_3: When I have a good experience with Experience WA, I would rate it highly | ||
FBACK_4: When I experience a problem with Experience WA, I would let the app creators know | ||
Word-of-Mouth Behaviour (WOM) (Cambra-Fierro, et al., 2017; Eisingerich, et al., 2014) | WOM_1: I would say positive things about Experience WA to other people after returning | |
WOM_2: I would encourage friends and relatives to use Experience WA | ||
WOM_3: I would recommend Experience WA to someone who seeks my advice after using the smart tourism app | ||
WOM_4: I would enjoy sharing my experience of using ‘Experience WA’ with other tourists who have visited this tourism destination | ||
WOM_5: I would always give my honest opinion about Experience WA | ||
Customer Based Brand Equity (CBBE) | Brand Awareness (AWARE) (Jamilena et al., 2016; Washburn and Plank, 2002) | AWARE_1: 'Experience WA' helps WA to have a good name and reputation |
AWARE_2: 'Experience WA' helps WA to be very famous | ||
AWARE_3: 'Experience WA' helps the characteristics of WA to come to mind quickly | ||
AWARE_4: When I am thinking about having fun, 'Experience WA' would help WA come to mind immediately | ||
AWARE_5: 'Experience WA' would help me to be able to recognise WA with other tourism destinations | ||
Brand Image (IMAGE) (Jamilena et al., 2016; Kayaman and Arasli, 2007) | IMAGE_1: 'Experience WA' helps WA to have a differentiated image from other similar destinations | |
IMAGE_2: 'Experience WA' helps the image of WA to be as good as, or even better than, that of other similar destinations | ||
IMAGE_3: 'Experience WA' helps the overall image of WA to be very positive | ||
IMAGE_4: 'Experience WA' helps WA to be prestigious | ||
IMAGE_5: 'Experience WA' helps WA to have a good reputation | ||
Brand Loyalty (LOYAL) (Cambra-Fierro, et al., 2017) | LOYAL_1: 'Experience WA' would make me want to visit WA again in the next 5 years | |
LOYAL_2: 'Experience WA' would help me not want to switch to a similar tourism destination | ||
LOYAL_3: 'Experience WA' would help me want to visit WA again | ||
Brand Quality (QUAL) (Jamilena et al., 2016) | QUAL_1: During my trip, 'Experience WA' would provide tourism offering of consistent quality | |
QUAL_2: During my trip, 'Experience WA' would help provide quality tourism experiences | ||
QUAL_3: During my trip, 'Experience WA' would lead me to expect superior tourism performance | ||
QUAL_4: During my trip, 'Experience WA' would help me receive better tourism experience (than if I had not used it) |
4.2 Research context
4.3 Data collection
4.4 Sample profile
Variable | Description | Frequency | Percentage |
---|---|---|---|
Total respondents | 183 | 100% | |
Age | |||
18–24 | 19 | 10% | |
25–34 | 84 | 46% | |
35–44 | 50 | 27% | |
45–54 | 18 | 10% | |
55 + | 12 | 7% | |
Gender | |||
Male | 103 | 56% | |
Female | 78 | 43% | |
Prefer not to say | 2 | 1% | |
Education level | |||
High school | 39 | 21% | |
Diploma (post-high school) | 11 | 6% | |
Some college | 3 | 2% | |
Undergraduate | 84 | 46% | |
Postgraduate | 46 | 25% |
5 Data analysis and results
5.1 Measurement model
AWARE | IMAGE | LOYAL | QUAL | DBE | |
---|---|---|---|---|---|
AWARE | 1.00 | ||||
IMAGE | 0.79 | 1.00 | |||
LOYAL | 0.62 | 0.59 | 1.00 | ||
QUAL | 0.63 | 0.64 | 0.61 | 1.00 | |
DBE | 0.89 | 0.88 | 0.82 | 0.84 | 1.00 |
Construct | Items | Factor Loading | Composite Reliability | Cronbach's Alpha | AVE |
---|---|---|---|---|---|
CC | 0.78 | 0.61* | 0.47* | ||
CC_1 | 0.79 | ||||
CC_2 | 0.68 | ||||
CC_3 | 0.60 | ||||
CC_4 | |||||
0.65 | |||||
IM | 0.93 | 0.91 | 0.64 | ||
IM_1 | 0.75 | ||||
IM_2 | 0.80 | ||||
IM_3 | 0.84 | ||||
IM_4 | 0.84 | ||||
IM_5 | 0.85 | ||||
IM_6 | 0.80 | ||||
IM_7 | 0.73 | ||||
IEM | 0.94 | 0.92 | 0.81 | ||
IEM_1 | 0.86 | ||||
IEM_2 | 0.95 | ||||
IEM_3 | 0.92 | ||||
IEM_4 | 0.89 | ||||
CFREQ | 0.86 | 0.74 | 0.67 | ||
CFREQ_1 | 0.87 | ||||
CFREQ_2 | 0.90 | ||||
CFREQ_3 | 0.67 | ||||
CCON | 0.84 | 0.72 | 0.64 | ||
CCON_1 | 0.78 | ||||
CCON_2 | 0.79 | ||||
CCON_3 | 0.83 | ||||
RELTRU | 0.86 | 0.79 | 0.57 | ||
RELTRU_1 | 0.79 | ||||
RELTRU_2 | 0.82 | ||||
RELTRU_3 | 0.34 | ||||
RELTRU_4 | 0.85 | ||||
RELTRU_5 | 0.84 | ||||
RELCONN | 0.91 | 0.86 | 0.78 | ||
RELCONN_1 | 0.87 | ||||
RELCONN_2 | 0.90 | ||||
RELCONN_3 | 0.87 | ||||
KNOWSEEK | 0.83 | 0.68* | 0.61 | ||
KNOWSEEK_1 | 0.82 | ||||
KNOWSEEK_2 | 0.72 | ||||
KNOWSEEK_3 | 0.81 | ||||
KNOWSHARE | 0.86 | 0.76 | 0.68 | ||
KNOWSHARE_1 | 0.67 | ||||
KNOWSHARE_2 | 0.89 | ||||
KNOWSHARE_3 | 0.89 | ||||
FBACK | 0.87 | 0.80 | 0.63 | ||
KNOWFBACK_1 | 0.76 | ||||
KNOWFBACK_2 | 0.86 | ||||
KNOWFBACK_3 | 0.69 | ||||
KNOWFBACK_4 | 0.86 | ||||
WOM | 0.90 | 0.85 | 0.64 | ||
WOM_1 | 0.86 | ||||
WOM_2 | 0.89 | ||||
WOM_3 | 0.87 | ||||
WOM_4 | 0.80 | ||||
WOM_5 | 0.52 | ||||
CBBE | 0.92 | 0.88 | 0.74 | ||
lvAWARE | 0.89 | ||||
lvIMAGE | 0.87 | ||||
lvLOYAL | 0.82 | ||||
lvQUAL | 0.84 | ||||
AWARE | 0.91 | 0.88 | 0.68 | ||
AWARE_1 | 0.77 | ||||
AWARE_2 | 0.83 | ||||
AWARE_3 | 0.88 | ||||
AWARE_4 | 0.85 | ||||
AWARE_5 | 0.80 | ||||
IMAGE | 0.93 | 0.91 | 0.73 | ||
IMAGE_1 | 0.83 | ||||
IMAGE_2 | 0.86 | ||||
IMAGE_3 | 0.87 | ||||
IMAGE_4 | 0.83 | ||||
IMAGE_5 | 0.89 | ||||
LOYAL | 0.91 | 0.86 | 0.78 | ||
LOYAL_1 | 0.91 | ||||
LOYAL_2 | 0.82 | ||||
LOYAL_3 | 0.92 | ||||
QUAL | 0.90 | 0.86 | 0.70 | ||
QUAL_1 | 0.86 | ||||
QUAL_2 | 0.85 | ||||
QUAL_3 | 0.80 | ||||
QUAL_4 | 0.84 |
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | |
---|---|---|---|---|---|---|---|---|---|---|---|---|
1 CC | 0.75 | |||||||||||
2 IM | 0.65 | 0.80 | ||||||||||
3 IEM | 0.37 | 0.57 | 0.91 | |||||||||
4 CFREQ | 0.39 | 0.52 | 0.55 | 0.82 | ||||||||
5 CCON | 0.56 | 0.65 | 0.39 | 0.47 | 0.80 | |||||||
6 RELTRU | 0.47 | 0.44 | 0.09 | 0.21 | 0.57 | 0.83 | ||||||
7 RELCONN | 0.58 | 0.72 | 0.62 | 0.55 | 0.59 | 0.38 | 0.88 | |||||
8 KNOWSEE | 0.36 | 0.45 | 0.42 | 0.41 | 0.42 | 0.33 | 0.48 | 0.78 | ||||
9 KNOWSHA | 0.49 | 0.46 | 0.31 | 0.44 | 0.58 | 0.51 | 0.45 | 0.45 | 0.82 | |||
10 FBACK | 0.49 | 0.52 | 0.46 | 0.57 | 0.53 | 0.48 | 0.60 | 0.53 | 0.62 | 0.80 | ||
11 WOM | 0.43 | 0.46 | 0.27 | 0.25 | 0.47 | 0.42 | 0.51 | 0.40 | 0.45 | 0.50 | 0.86 | |
12 DBE | 0.61 | 0.77 | 0.55 | 0.52 | 0.58 | 0.44 | 0.71 | 0.43 | 0.52 | 0.61 | 0.57 | 0.86 |
5.2 Testing the structural model
Hypothesis | Relationship | Path Coefficient | p-value | Validation |
---|---|---|---|---|
H1a | IM → VCC | 0.39 | < 0.01 | Supported |
H1b | EM → VCC | 0.23 | < 0.001 | Supported |
H2a | CFREQ → VCC | − 0.02 | 0.40 | Not supported |
H2b | CCON → VCC | 0.05 | 0.23 | Not supported |
H3a | RELTRU → VCC | 0.13 | < 0.05 | Supported |
H3b | RELCONN → VCC | 0.17 | < 0.05 | Supported |
H4a | KNOWSEEK → VCC | − 0.03 | 0.33 | Not supported |
H4b | KNOWSHARE → VCC | 0.13 | < 0.05 | Supported |
H4c | FBACK → VCC | 0.06 | 0.22 | Not supported |
H5 | VCC → WOM | 0.43 | < 0.01 | Supported |
H6 | VCC → CBBE | 0.61 | < 0.01 | Supported |