Creating experience value in tourism

273 Pages·2018·23.634 MB·English

by  Chen, Joseph S., Prebensen, Nina K., Uysal, Muzaffer

Creating Experience Value in Tourism
2nd Edition
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Creating Experience Value in Tourism
2nd Edition
Edited by
Nina K. Prebensen
Professor of Marketing and Director of the School of Business and
Economics, Uit, The Arctic University of Norway, Norway
Joseph S. Chen
Professor of Tourism, Hospitality and Event Management,
Indiana University, Bloomington, USA
Muzaffer S. Uysal
Professor and Chair of the Department of Hospitality and Tourism
Management, University of Massachusetts, Amherst, USA
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A catalogue record for this book is available from the British Library, London, UK.
Library of Congress Cataloging-in-Publication Data
Names: Prebensen, Nina K., editor. | Chen, Joseph S., editor. | Uysal, Muzaffer, editor.
Title: Creating experience value in tourism / edited by Nina K. Prebensen, Professor of Marketing and
the Director of the School of Business and Economics, UiT, The Arctic University of Norway, Norway,
Joseph S. Chen, Professor of Tourism, Hospitality and Event Management, Indiana University, Bloomington,
USA, Muzaffer S. Uysal, Professor and Chair of the Department of Hospitality and Tourism Management,
University of Massachusetts, Amherst, USA.
Description: Second edition. | Wallingford, Oxfordshire ; Boston, MA : CABI, [2018] | Includes bibliographical
references and index.
Identifiers: LCCN 2017054577 (print) | LCCN 2017060805 (ebook) | ISBN 9781786395047 (pdf) |
ISBN 9781786395054 (ePub) | ISBN 9781786395030 (hardback : alk. paper)
Subjects: LCSH: Tourism--Psychological aspects. | Tourists--Attitudes. | Tourists--Psychology.
Classification: LCC G155.A1 (ebook) | LCC G155.A1 C735 2018 (print) | DDC 338.4/791--dc23
LC record available at https://lccn.loc.gov/2017054577
ISBN-13: 978 1 78639 503 0 (hbk)
978 1 78639 504 7 (PDF)
978 1 78639 505 4 (ePub)
Commissioning editor: Alexandra Lainsbury
Production editor: Marta Patiño
Typeset by AMA DataSet Ltd, Preston, UK
Printed and bound in the UK by CPI Group (UK) Ltd, Croydon, CR0 4YY
Contents
Preface vii
Contributors ix
1 Co-creation of Tourist Experience: Scope, Definition and Structure 1
Nina K. Prebensen, Joseph S. Chen and Muzaffer S. Uysal
2 Dynamic Drivers of Tourist Experiences 11
Joseph S. Chen, Nina K. Prebensen and Muzaffer S. Uysal
3 Tourist Experience Value: Tourist Experience and Life Satisfaction 21
Peter Björk
4 Conceptualization of Value Co-creation in the Tourism Context 31
Prakash K. Chathoth, Gerardo R. Ungson, Robert J. Harrington, Levent Altinay,
Fevzi Okumus and Eric S. W. Chan
5 Why, Oh Why, Oh Why, Do People Travel Abroad? 44
Graham M. S. Dann
6 Self-congruity Theory in Travel and Tourism: Another Update 57
M. Joseph Sirgy, Dong-Jin Lee and Grace B. Yu
7 Moving People: a Conceptual Framework for Understanding How Visitor
Experiences can be Enhanced by Mindful Attention to Interest 70
Tove I. Dahl
8 Co-creation of Experience Value: a Tourist Behaviour Approach 83
Lidia Andrades and Frederic Dimanche
9 Authenticity as a Value Co-creator of Tourism Experiences 98
Haywantee Ramkissoon and Muzaffer S. Uysal

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vi Contents
10 Experience Co-creation Depends on Rapport-building: Training Implications
for the Service Frontline 110
Vincent P. Magnini and K. Roach
11 Approaches for the Evaluation of Visitor Experiences at Tourist Attractions 122
Øystein Jensen
12 Storytelling in a Co-creation Perspective 137
Line Mathisen
13 Tourist Information Search: A DIY Approach to Creating Experience Value 148
Tor Korneliussen
14 Co-creation of Value and Social Media: How? 159
Atila Yüksel and Akan Yanik
15 Prices and Value in Co-produced Hospitality and Tourism Experiences 180
Xiaojuan (Jady) Yu and Zvi Schwartz
16 Value Creation: a Tourism Mobilities Perspective 192
Bruce Prideaux
17 Guide Performance: Co-created Experiences for Tourist Immersion 203
Lena Mossberg, Monica Hanefors and Ann Heidi Hansen
18 Value Creation and Co-creation in Tourist Experiences: an East Asian Cultural
Knowledge Framework Approach 215
Young-Sook Lee and Nina K. Prebensen
19 Perspectives on Value Creation – Resource Configuration 228
Nina K. Prebensen, Muzaffer S. Uysal and Joseph S. Chen
20 Value Co-creation: Challenges and Future Research Directions 238
Nina K. Prebensen, Muzaffer S. Uysal and Joseph S. Chen
Index 249
Preface
We are pleased to have the opportunity to produce a second edition of this book. Our contributors
also had an opportunity to revisit their respective chapters and revise them as appropriate. And, they
did so with diligence. The focus of this edition is the same. The roles of hosts and guests are changing
continuously. This is a consequence of technological innovations and developments, but also of peo-
ple’s changing mindsets: how and why tourists travel, what tourists value during a tourist journey,
and how this value may be produced and consumed before, during and after a trip. Value creation as
a theoretical construct as well as a practical approach, is debated. This expanded edition of the book
attempts to outline value creation in tourist experiences, theoretically and practically, in order to
obtain new understandings and models to help identify how value creation is changing within the
tourism industry and demonstrate ways in which both tourists and settings can proactively take part
in this change, thus becoming a vital element in its success.
The traditional view of value as something produced by one actor and consumed by another
has been strongly debated in marketing and tourism literature within the last two decades. New log-
ics supersede the traditional perspective of production and consumption as separate entities, and
propose that the customer always participates in the value creation processes and that without the
customer no value is actually generated. This becomes even more relevant in the hedonic and eudai-
monic consumption of tourism goods and services. The fundamental idea is that various needs of
consumers may lead to various degrees of participation in different phases of value creation. Tourist
consumption is about travelling for personal enjoyment, which generates hedonic value for the cus-
tomer. The customer participates in value creation because it is appealing and attractive.
Experience value can be created and/or co-created by the tourist alone, with fellow tourists,
and/or with the service provider in a certain context or environment. However, in tourism, the tour-
ist has to be present in the experience process for the value to be recognized. Current research pro-
vides a multitude of approaches to value creation and co-creation, and those approaches may
comprise a variety of characteristics, and imply others, in attempting to outline the essence of the
concept. The wide variety of contributions in the present book, both in terms of focus, scale and level
of abstraction, has resulted in a complex setting of definitions, perspectives and interpretations of
how tourists as customers create value alone, jointly with firms and with other actors. By including
two major aspects of value creation, that is psychological and physiological aspects of a tourist jour-
ney, the book puts forward fundamental ideas for how to acknowledge and handle tourist experience
as a value-based construct and personal narratives. The tourist interest, involvement, motivation,
use of resources and partaking in value creation affect tourist value perceptions and future

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viii Preface
intentions. Furthermore, the tourist firm and service providers may enhance the firm value through
developing a platform for enhanced experience value for the tourist.
The complex nature of the value creation concept may threaten its theoretical development.
This book aims to provide an analytical and systematic clarification of the approaches and suggest a
shared understanding of the differences, providing both tourism marketing scholars and practitio-
ners with new and practical knowledge with which to increase the relevance of the concept to tour-
ism firms and organizations. We hope that readers will find the text insightful and challenging.
Nina K. Prebensen
Joseph S. Chen
Muzaffer S. Uysal
Contributors
Levent Altinay is Professor of Strategy and Entrepreneurship in the Business School at Oxford
Brookes University. His research interests lie in the areas of entrepreneurship, strategic alliances
and international business. Using primarily qualitative methods as well as mixed methods, he is
particularly interested in how entrepreneurs start up and develop their businesses and how
firms establish partnerships internationally. He is the Editor-in-chief of the Service Industries
Journal and a co-author of the textbooks Planning Research in Hospitality and Tourism and
Entrepreneurship in Hospitality and Tourism. Email: [email protected]
Lidia Andrades is Assistant Professor of Marketing at University of Extremadura in southwest of
Spain. Her research interests are about tourist behaviour, destination competitiveness and
multivariate analysis. Lidia is the Director of NETOUR (Network for excellence in tourism
through organizations and universities in Russia). Email: [email protected]
Peter Björk is Professor of Marketing at Hanken School of Economics in Finland. He is involved in
research addressing issues such as service innovation and design, consumer experience,
destination development and branding, and ecotourism. He has authored articles published in
various tourism journals. Email: [email protected]
Eric Chan is a certified hospitality educator (CHE) and Associate Professor for the School of Hotel
and Tourism Management at Hong Kong Polytechnic University. In addition to conducting a
range of training programmes for the industry, he has served as ‘Hotel Management Specialist’
assisting the Hong Kong Quality Assurance Agency (HKQAA) audit team to assess the ISO
9000 quality management system of hotels. His research interests include hotel environmental
management and tourist behaviour. Email: [email protected]
Prakash Chathoth is Professor in the Department of Marketing and Information Systems, School
of Business Administration, American University of Sharjah, UAE. His research interests
include topics related to strategic and service management/marketing with a particular
emphasis on the service sector, notably the tourism and hospitality industry. Email: pkchathoth@
aus.edu
Joseph S. Chen is Professor of Tourism, Hospitality and Event Management in the School of
Public Health, Indiana University at Bloomington. His research interest entails sustainable
management, marketing and social impact of tourism. Email: [email protected]
Tove I. Dahl is Professor of educational psychology in the Department of Psychology at the UiT, The
Arctic University of Norway. Cross-cultural encounters have long been the focus of her academic

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