Customer Value Co-creation Behaviors Through Online Interactions in Luxury Hotels: Effect on Customer Loyalty

The proliferation of information and communication technologies has profoundly changed the way people travel, behave and enjoy experiences. This research aims to examine the influence of interactions in online engagement platforms on tourists' value co-creation behaviors that affect their loyalties. In order to do this, the current study uses a mixed-method approach, including 14 semi-structured interviews, and a 159-respondent survey. The research model was tested using structural equation modeling with SMARTPLS. The results show that tourists' value co-creation behavior is mostly determined by engagement in online platforms, and confirm a significant relationship between value cocreation behavior and loyalty. Our research aims to contribute to the knowledge of value co-creation, and provide managerial implications for tourism and hospitality management.