Mapping value co-destruction in online travel agencies: A practice theory and customer journey perspective

Abstract

This study examines the process of value co-destruction in online travel agencies (OTAs) by analyzing 35,270 consumer negative reviews and conducting surveys with customer service representatives. The research identifies when, why, and how both consumers and service providers contribute to value co-destruction. Drawing on practice theory and customer journey mapping, we developed a novel methodological approach to uncover misaligned practices from both parties, grouped into five stages of the consumer journey: Service Exploration and Selection, Booking and Confirmation, Service Experience, Post-Service Support, and Feedback and Reflection. The findings reveal that procedural misalignments (e.g., policy deviations), understanding gaps (e.g., unclear terms), and engagement shortfalls (e.g., lack of empathy) interact to drive value co-destruction. Theoretically, this research contributes by revealing how minor interactional discrepancies in the OTA sector led to significant value co-destruction. Practically, this study urges OTAs to enhance transparency, empower customer service, and improve collaboration with suppliers to address value co-destruction.