Value co-creation and life satisfaction in home-based accommodations (HBOs)

Value co-creation is important in the hospitality setting such as home-based accommodations (HBOs). This study attempted to examine the formation of individuals' life satisfaction from a perspective of value co-creation in a specific HBO context. The study proposes that the value co-creation process, which includes sensory stimulus and hospitality culture as two dimensions of HBO servicescape and perceived value as an outcome contributes to benefits such as memorable experience and life satisfaction. In addition, the moderating role of customer behavior (i.e., interaction behavior and active participation behavior) was also examined. The data was collected from 362 tourists who stayed in HBO in Pingyao, China. The study results from structural equation modeling (SEM) indicated that both two dimensions of servicescape are significant predictors of perceived value, which further has a significant impact on life satisfaction through memorable experiences. Theoretical and practical implications were discussed.