Customer value co-creation in the hospitality and tourism industry: a systematic literature review

Purpose This study aims to develop a systematic literature review of customer value co-creation in the hospitality and tourism industry and present the different views of the scientific community, highlighting the dimensions, antecedents and outcomes of customer value co-creation. Design/methodology/approach This study adopted a systematic review process guided by the preferred reporting items for systematic reviews and meta-analyses protocol. Data were collected through a search for papers in Scopus, EBSCO, Web of Science and Science Direct databases. The systematic review was performed based on 216 validated articles. Findings The study reveals that the manifestations of customer value co-creation can be understood, based on two fundamental dimensions: customer behaviours and factors that shape co-creation. However, some antecedents are closely linked to the customer, social environment, service provider and technological resources. Moreover, there are numerous outcomes resulting from customer value co-creation, grouped in customer results, perceived value and organizational performance and market outcomes. Practical implications This research contributes to a more informed explanation for hospitality and tourism organizations about the importance of tourist and guest involvement in value co-creation. This systematic knowledge can facilitate the design of the service, as well as the value proposition offered by hospitality and tourism organizations. Originality/value The study extends the literature by systematizing the empirical and conceptual knowledge, using for the first time a systematic literature review.

Automated summary

This study presents a systematic literature review of customer value co-creation in the hospitality and tourism industry. It identifies the dimensions, antecedents and outcomes of customer value co-creation. The findings highlight the importance of customer behaviors and factors shaping co-creation, as well as the impact on customer results, perceived value, organizational performance and market outcomes. This research provides valuable insights for hospitality and tourism organizations in understanding the significance of tourist and guest involvement in value co-creation, and informs the design of services and value propositions.