Cocriação de valor para experiências turísticas memoráveis: evidências experimentais dos efeitos na satisfação do consumidor e na intenção de compra
DOI:
https://doi.org/10.11606/issn.1984-4867.v35p38-60Palavras-chave:
Turismo, Cocriação, Satisfação, Planejamento de viagem, Intenção de compraResumo
A integração da Internet com outras tecnologias teve um impacto profundo nas relações de consumo na indústria do turismo e da hospitalidade, permitindo a desintermediação e o acesso direto dos consumidores aos prestadores de serviços. Nesse cenário desafiador, as agências de viagens podem adaptar estrategicamente os serviços turísticos e proporcionar experiências memoráveis, envolvendo os consumidores na cocriação de seus itinerários de viagem. Esta pesquisa testa as hipóteses de que o envolvimento em um processo de cocriação com um prestador de serviços turísticos afeta positivamente a satisfação do consumidor e a intenção de compra. Foi realizado um estudo experimental para avaliar isso, e os resultados suportaram as hipóteses. Além disso, são fornecidas implicações práticas para agentes de viagens que operam tanto online quanto offline, a fim de melhorar sua competitividade incorporando processos de cocriação em suas rotinas, o que pode aumentar o valor percebido pelos consumidores.
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