Empirical Insights into Co-Creation, Satisfaction, and Willingness to Pay in Sustainable Tourism

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DOI:

https://doi.org/10.29036/jots.v15i29.804

Abstract

The significance of this study lies in its examination of how co-creation impacts tourists' willingness to pay for tourism offerings, providing crucial insights for enhancing the tourist experience and promoting sustainable tourism practices essential for the industry's long-term viability. This research investigates the effect of co-creation engagement on tourists' financial commitments to tourism products or services, aiming to understand better how co-creation enhances the tourist experience. An online survey was conducted in October 2023, targeting tourists who visited São Miguel’s Island in the Azores in recent years (n=220). The survey explored seven key constructs: involvement, customer co-creation, satisfaction, environmental concerns, support for sustainable tourism development, and willingness to pay. The results underscore the positive impact of consumer co-creation on satisfaction, suggesting that investment in co-creative activities can substantially enhance tourists' experiences. The study provides valuable insights for tourism stakeholders, indicating that fostering co-creative activities can significantly boost tourist satisfaction and willingness to pay. Additionally, integrating sustainability principles into tourism services offers a competitive advantage, while targeted marketing strategies based on visitor demographics can maximize financial returns. This research contributes to existing literature by providing empirical evidence on the connections between co-creation, satisfaction, environmental concerns, and willingness to pay in tourism. The findings have practical implications for improving service quality, promoting sustainability, and optimizing marketing strategies in the tourism industry, benefiting both academia and practitioners.

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Author Biographies

Paulo Rita, NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Portugal

Email: prita@novaims.unl.pt

Paulo Rita, PhD in Marketing (Cardiff University, UK), is a Full Professor of Marketing at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, and director of the Master´s in Data-driven Marketing. His research interests cover Digital Marketing/Social Media, Consumer Behavior, and Tourism Marketing. He has published in journals such as Annals of Tourism Research and Tourism Management. He is the coordinating editor at the International Journal of Hospitality Management and associate editor at the European Journal of Management and Business Economics.

Maria Teresa Borges Tiago, University of the Azores, Portugal

Email: maria.tp.tiago@uac.pt

Maria Teresa Borges Tiago, PhD in Marketing, is a Senior Associate Professor at the University of Azores, an invited professor at NOVA Information Management School (NOVA IMS), and a Research Fellow at the Centre of Applied Economics Studies of the Atlantic – University of the Azores and Advance/CSG, ISEG - Lisbon University. Her research interests include Digital Marketing, Consumer Behavior, and Tourism. She has published in journals such as the Journal of Business Research and Tourism Management. She is an associate editor at Consumer Behavior in Tourism and Hospitality Journal and serves on the editorial boards of the International Journal of Contemporary Hospitality Management and Tourism Review.

Nuno Sousa, NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Portugal

Email: nunex2000@gmail.com

Nuno Sousa holds a bachelor´s in Management from the University of Azores and a master´s in Data-driven Marketing with a specialization in Marketing Intelligence from Universidade NOVA de Lisboa. He is an account manager at Alliance Healthcare with previous professional experience in Management Control at Bensaude Hotels Collection and Community Project Manager at Forall Phones. His research interests focus on Tourism and Consumer Behavior.

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Published

2024-12-04

How to Cite

Rita, P., Borges Tiago, M. T., & Sousa, N. (2024). Empirical Insights into Co-Creation, Satisfaction, and Willingness to Pay in Sustainable Tourism. Journal of Tourism and Services, 15(29), 133–152. https://doi.org/10.29036/jots.v15i29.804