Value network partners' perception of co-creation and its impact on their satisfaction

PurposeCo-creating with value network partners (VNPs) in the tourism industry has become essential for delivering improved service quality and enhancing consumer experience. This research examines the impact of value co-creation on the satisfaction of VNPs. Further, the study examines the moderating effects of socio-demographic factors on the relation between co-creation and VNP satisfaction.Design/methodology/approachThe study collected data from VNPs engaged in tourism-related activities (N = 392). It analysed the data through structural equation modelling using SPSS 20 and AMOS 21. The study used the stimulus-organism-response framework to understand VNP's perceptions regarding co-creation.FindingsThe results indicate a significant relationship between the value processes and networks, service offerings, conversations and dialogues and value proposition in relation to co-creation. Additionally, the study identifies the significance of age, education level, job experience and job nature. The findings of the study can enable tourism managers to formulate effective co-creation strategies.Practical implicationsThe insights from the study enable tourism managers to devise co-creation strategies that nurture collaboration with VNPs. Managers can gain insights into the antecedents of the co-creation and the role of demographic factors in shaping strategies.Originality/valueThe study's findings have the potential to shape co-creation policies in the tourism and hospitality industry. Network partners and tourism companies can leverage insights from the study to develop and refine their co-creation policies. By bridging the gaps in the existing literature on value co-creation with network partners, the study contributes significantly to tourism and hospitality literature.