Exploring how interaction leads to value co-creation, value co-destruction, and value no-creation during service mega-disruptions

This study investigates the principles and the factors influencing interaction for resource integration during service mega-disruptions (SMDs) in the tourism ecosystem. Utilizing qualitative data from semi-structured interviews conducted during the COVID-19 pandemic, this article reveals that interaction principles of willingness to exchange, access to information, dialogue, transparency, coordination, adaptation, and informed risk assessment lead to value co-creation (VCC). Failure to follow these principles leads to value no-creation (VNC) or value co-destruction (VCD). During SMDs, the most critical factors influencing interaction for resource integration are traveller's safety needs, initiation of travel cancellation, sympathy, proactivity, omnichannel communication, the effectiveness of technology and employees as well as the number of involved actors. Forced indifference in VNC is uncovered, where firms' constraints hinder their engagement despite tourists' desire for interaction. This study contributes to the understanding of value dynamics during SMDs and calls for further exploration of multiple stakeholders' perspectives in such contexts.

Automated summary

This study investigates the principles and factors influencing interaction for resource integration during service mega-disruptions in the tourism ecosystem. The study reveals that following interaction principles such as willingness to exchange, access to information, dialogue, transparency, coordination, adaptation, and informed risk assessment leads to value co-creation, while failure to follow these principles can result in value no-creation or value co-destruction. The most critical factors influencing interaction for resource integration during mega-disruptions are traveler's safety needs, initiation of travel cancellation, sympathy, proactivity, omnichannel communication, effectiveness of technology and employees, and the number of involved actors.