... and involve frontline employees in value propositions (VP) development. Furthermore, the guests are the final arbiters of value who drive hotels' performance. Moreover, for additional FP, managers are required both to deliver superior value and create loyal customers. Originality/value This study mostly...

..., conversations and dialogues and value proposition in relation to co-creation. Additionally, the study identifies the significance of age, education level, job experience and job nature. The findings of the study can enable tourism managers to formulate effective co-creation strategies. Practical implications...