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Value propositions during service mega-disruptions: Exploring value co-creation and value co-destruction in service recovery.

Assiouras, I., Vallström, N., Skourtis, G. and Buhalis, D., 2022. Value propositions during service mega-disruptions: Exploring value co-creation and value co-destruction in service recovery. Annals of Tourism Research, 97, 103501. (In Press)

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DOI: 10.1016/j.annals.2022.103501

Abstract

This paper explores value co-creation and co-destruction by focusing on the role of value propositions, practices, and institutions in the tourism ecosystem during COVID-19. Customers that had experienced travel cancellations were interviewed. The findings indicate that during service mega-disruptions, customers re-evaluate resources and value propositions by prioritizing eudemonic well-being, demonstrating at the same time sympathy for the tourism firms' well-being. However, consumers expect reciprocity, honesty, transparency, and flexibility from tourism firms. The service mega-disruption of COVID-19 provoked a misalignment of practices and routines that led to value co-destruction. This paper proposes that value co-creation can be achieved during a service mega-disruption when actors demonstrate more altruism, solidarity, and shared intentions to maximize or protect the well-being of the ecosystem's actors.

Item Type:Article
ISSN:0160-7383
Uncontrolled Keywords:Service mega-disruption; Value co-creation; Value co-destruction; Value propositions; Practices; Service recovery
Group:Bournemouth University Business School
ID Code:37794
Deposited By: Symplectic RT2
Deposited On:11 Nov 2022 11:08
Last Modified:11 Nov 2022 11:08

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