Impact of customer willingness to co-create and co-creation value of AI-oriented live streaming on hotel booking intention

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2025-05-08 DOI:10.1016/j.ijhm.2025.104246

Syed Shah Alam

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引用次数: 0

Abstract

This study investigates the impact of Willingness to Co-Create (WCC) on hotel booking intentions within AI-oriented live streaming in the hospitality sector. Drawing on Service-Dominant Logic (SDL), the Theory of Consumption Values, and Self-Determination Theory (SDT), this study explores how WCC translates into actionable booking behaviors in a real-time, interactive digital context. This study uses Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the data. Results show that customization, information sharing, and effort positively influence customer learning and novelty value, both of which significantly enhance booking intentions, These findings offer theoretical insights into the specific value dimensions that facilitate digital co-creation in hospitality and provide practical guidance for designing AI-driven experiences that maximize customer engagement and conversion. This study contributes to the growing literature on digital co-creation, suggesting that focusing on educational and novel aspects within AI-enabled live streaming can drive actionable customer behaviors in the hotel industry.

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客户共创意愿及人工智能直播共创价值对酒店预订意愿的影响

本研究调查了在酒店业以人工智能为导向的直播中，共同创造意愿（WCC）对酒店预订意向的影响。利用服务主导逻辑（SDL）、消费价值理论和自我决定理论（SDT），本研究探讨了WCC如何在实时、互动的数字环境中转化为可操作的预订行为。本研究采用偏最小二乘结构方程模型（PLS-SEM）对数据进行分析。结果表明，定制、信息共享和努力对客户学习和新鲜感价值产生积极影响，这两者都显著提高了预订意愿。这些发现为促进酒店业数字共同创造的特定价值维度提供了理论见解，并为设计人工智能驱动的体验提供了实践指导，从而最大限度地提高了客户参与度和转化率。这项研究为越来越多关于数字共同创造的文献做出了贡献，表明在人工智能支持的直播中，关注教育和新颖方面可以推动酒店行业的可操作客户行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.