This study aims to investigate value co-creation, its antecedents (i.e. customer delight and place identity) and the consequences (i.e. satisfaction and revisit intention) at eco-hotels concerning sustainable practices.
Partial least squares structural equation modeling (PLS-SEM) was employed to analyze the data collected from 562 guests surveyed online who had stayed and contributed to sustainable practices through interaction and collaboration with eco-hotels.
The results revealed that customer delight and place identity are critical antecedents of value co-creation, significantly influencing guests' intention to revisit. Further, value co-creation significantly influences satisfaction and revisits intention. Satisfaction significantly influenced revisit intentions. Moreover, customer delight was the most critical factor affecting value co-creation, followed by the path between value co-creation and satisfaction. Finally, the results confirmed the mediating role of value co-creation and satisfaction.
This research can support hotel managers in comprehending the motivating factors and outcomes of value co-creation among guests, allowing efficient hotel strategies to be planned and implemented. Managers should prioritize customer delight and place identity to maintain guests' involvement in value co-creation, resulting in satisfaction and a willingness to return.
This study contributes to the literature by tackling the scarcity of research on the significance of value co-creation, its drivers and outcomes at eco-hotels concerning sustainable practices within an emerging market context.
