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The Role of Value Co-Creation, Delight and Satisfaction on Tourism Loyalty: An Empirical Study in Hospitality

European Journal of Tourism, Hospitality and Recreation
Volume 14 (2024): Issue 2 (December 2024)
By:
Open Access
|Dec 2024

Figures & Tables

Figure 1:

Conceptual model Source: Research data
Conceptual model Source: Research data

Figure 2:

Adjusted model Source: Research data
Adjusted model Source: Research data

Figure 3:

Validated model Source: Research data
Validated model Source: Research data

Values of PLS Algorithm

HypothesisStructural PathVIFf2R2R2 adjusted
H1Value Co-creation → Delight1.0001.1860.5430.540
H2Value Co-creation → Satisfaction1.0000.8890.4710.468
H3Delight → Loyalty2.4860.0570.7850.783
H4Satisfaction → Loyalty2.4861.038

Sample sociodemographics

Frequency%
Gender
Male5028.1
Female12871.9
Age
18–24 years179.6
25–34 years3016.9
35–44 years4726.4
45–54 years6938.8
55–64 years147.9
65 or more years10.6
Highest Level of Education
Ninth grade completed42.2
Secondary school completed2413.5
Bachelor's Degree/Undergraduate Degree8044.9
Postgraduate Studies/MBA/Master's Degree/Doctorate7039.3
Marital Status
Married/Common-law marriage11564.6
Divorced116.2
Single5128.7
Widowed10.6
Occupation
Student147.9
Retired10.6
Employee13877.5
Self-employed2514.0
Monthly Net Income (individual)
Less than 760 euros74.4
760-9993220.3
1000 -12493824.1
1250 -14993522.2
1500-1749138.2
1750 or more3320.9
District of residence
Braga2011.2
Bragança4223.6
Lisboa2011.2
Porto1910.7
Vila Real4927.5
Others2815.7

Internal consistency, AVE, and Fornell Larcker criteria

Latent VariableCronbach's AlphaComposite ReliabilityAVELatent VariableHTMT
>0,70>0,70>0.50DelightLoyaltySatisfactionValue cocreationHTMT confidence interval does not include one
Delight0,910,930,690,831 Yes
Loyalty0,930,960,880,7500,937 Yes
Satisfaction0,960,970,890,7730,8790,944 Yes
Value co-creation0,950,950,650,7370,6490,6860,808Yes

j_ejthr-2024-0016_atab_001

Variable ItemItem descriptionBased on
DART (Dialogue, Access, Risk, Transparency)
Dialogue
  • D1

    The hotel communicates with and listens to guests in order to improve its service

  • D2

    The hotel interacts with guests in order to develop and provide quality service

  • D3

    The hotel facilitates the communication of ideas and suggestions about the service

Albinsson et al. (2016); González-Mansilla et al. (2019); González-Mansilla et al. (2023); Prahalad & Ramaswamy (2004)
Access
  • A1

    The hotel allows guests to personalise the range of services they wish to receive

  • A2

    Guests have numerous service options in order to adapt them to their needs

  • A3

    It is easy to receive information about hotel service when, where and the way guests wish
Risk
  • R1

    The hotel offers comprehensible information that allows the advantages and disadvantages of the services to be assessed

  • R2

    The hotel offers many possibilities to present complaints regarding any problems that may arise during the service

  • R3

    *The hotel repeatedly urges guests to familiarise themselves with the possible risks involved in using the services (fire prevention, slips in the swimming pool, wet floors, no glass in wet zones)
Transparency
  • T1

    Guests have access to all the information that may be of use in improving the service

  • T2

    The hotel and customers share information on equal terms to improve service

  • T3

    The hotel offers public and transparent information regarding the prices associated with the various services
Customer delight
  • D1

    I felt delighted at some time during this tourist experience

  • D2

    I felt joyful at some time during this tourist experience

  • D3

    I felt euphoric at some time during this tourist experience

  • D4

    I felt positively surprised at some time during this tourist experience

  • D5

    I felt very happy at some time during this tourist experience

  • D6

    The tourist accommodation had experiences and services that were unexpected and enchanted me

Finn (2005); Kim et al. (2015)
Customer satisfaction
  • S1

    I am satisfied with my decision to stay at this tourist accommodation

  • S2

    My choice of tourist accommodation was smart.

  • S3

    I think I made the right decision in staying at this tourist accommodation

  • S4

    I feel that my experience at this tourist accommodation was enjoyable

Ali et al. (2018); Westbrook & Oliver (1991)
Customer loyalty
  • L1

    In the future, I would like to return to this tourist accommodation

  • L2

    I will tell my friends about this tourist accommodation.

  • L3

    I will recommend this tourist accommodation to others

Ali et al. (2018); Kao et al. (2008)

Type of accommodation

AccommodationFrequency%
Hotel, aparthotel, or inn10659.6
Rural tourism (country house, agrotourism, rural hotel)169.0
Local accommodation158.4
Home tourism147.9
Tourist apartment126.7
Tourist complex (resort)84.5
Tourist resort42.2
Camping and caravan park31.7

Hypotheses test and general model values

HypothesisStructural PathStructural Coefficient (β)Standard deviationt-testP valueHypothesis test
H1Value Co-creation → Delight0.7370.04217.5750.000Supported*
H2Value Co-creation → Satisfaction0.6860.04614.8190.000Supported *
H3Delight → Loyalty0.1740.0632.7430.006Supported **
H4Satisfaction → Loyalty0.7450.06511.5170.000Supported *
DOI: https://doi.org/10.2478/ejthr-2024-0016 | Journal eISSN: 2182-4924 | Journal ISSN: 2182-4916
Journal RSS Feed
Language: English
Page range: 214 - 230
Submitted on: Feb 21, 2024
Accepted on: Jul 4, 2024
Published on: Dec 31, 2024
Published by: Polytechnic Institute of Leiria
In partnership with: Paradigm Publishing Services
Publication frequency: 2 issues per year
Keywords:
Value co-creation,
Delight,
Satisfaction,
Loyalty,
Tourism
Related subjects:
Business and economics,
Business management,
Business management, other,
Industries,
Tourism, hospitality, travel,
Event industry, leisure industry,
Sports and recreation,
Sports and recreation, other

© 2024 Luisa Lopes, Eduardo Mangini, Salete Esteves, published by Polytechnic Institute of Leiria
This work is licensed under the Creative Commons Attribution 4.0 License.

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