How do ecotourists co-create value on digital platforms? The moderating role of ecotourist typology

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-05-25 DOI:10.1108/sjme-02-2022-0018

Laura Hernández-López, S. del Barrio-García, M. B. Prados-Peña

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引用次数: 1

Abstract

Purpose This study aims to examine the process of value co-creation (VCC) on digital ecotourism platforms and the role of perceived platform usefulness and user participation behavior in that process. The study also seeks to determine the extent to which the typology of the ecotourist moderates VCC. Design/methodology/approach A total of 420 users of a digital ecotourism platform participated in a study analyzing the factors that influence VCC. A mediation, moderation and conditional process analysis was used to test the proposed hypotheses. A K-means cluster analysis was also used to classify the ecotourists into four groups. Findings The results show that perceived platform usefulness has a strong influence on the generation of VCC and also on user participation behavior. In turn, user participation behavior is an important driver of VCC. This study also highlights the moderating role of the ecotourist typology in the formation of VCC on these digital platforms. Practical implications This study offers managers of digital ecotourism platforms a means to identify and motivate those ecotourists with the necessary skills and characteristics to become true co-creators of value. Originality/value This study contributes to the existing knowledge on how value is co-created on digital ecotourism platforms, confirming the important antecedent role of perceived platform usefulness and user participation behavior, as well as the moderating role of ecotourist typology.

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生态游客如何在数字平台上共同创造价值?生态旅游类型学的调节作用

目的本研究旨在探讨数字生态旅游平台价值共同创造(VCC)的过程，以及感知平台有用性和用户参与行为在此过程中的作用。该研究还试图确定生态旅游者的类型学对VCC的调节程度。设计/方法/方法共有420名数字生态旅游平台的用户参与了一项研究，分析了影响VCC的因素。采用中介、调节和条件过程分析对提出的假设进行检验。采用k均值聚类分析将生态旅游者划分为4类。研究结果表明，感知平台有用性对VCC的产生和用户参与行为有很强的影响。反过来，用户参与行为是VCC的重要驱动因素。本研究还强调了生态旅游类型在这些数字平台上VCC形成中的调节作用。实践意义本研究为数字生态旅游平台管理者提供了一种识别和激励具有必要技能和特征的生态游客成为真正的价值共同创造者的方法。原创性/价值本研究补充了现有的关于数字生态旅游平台如何共同创造价值的知识，证实了感知平台有用性和用户参与行为的重要前提作用，以及生态旅游类型的调节作用。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.