The Impact of Value Co-Creation Readiness on Customer Experience and Revisit Intention in the Hospitality Industry

This study investigates the impact of institutional readiness for value co-creation on customer experience and revisiting intention. Previous research has focused on customer experience; however, few studies have investigated the effect of value co-creation readiness (VCCR) on the customer experience at a destination. This study uses dialogue, access, risk, and transparency (DART) as a four-dimension of VCCR to investigate their influence on customer experience and how customer experience impacts the intention to revisit a destination in the hospitality industry. The study used partial least squares structural equation modeling on a sample size of 206. According to the findings, dialogue, risk, and transparency have significantly impacted customer experience, whereas access has not impacted customer experience during customers' stays in hospitality businesses. Furthermore, the customer experience at a destination significantly affects their intention to revisit. This study's findings play an important role for hospitality practitioners, who need to enhance guest's overall experience. © 2024, Tamkang University. All rights reserved.