Objectives. This paper aims to explore the process of value co-creation in hospitality industry according to a customer-dominant (C-D) logic. Methodology. This study follows a qualitative approach. Through an in-depth case study analysis, the proposed research examines the empirical evidence of Vascitour, a social enterprise active in the Italian hospitality industry. Findings. The most interesting result seems to refer to the idea of customers dominance in the process of value co-creation, as it is suggested by the C-D logic: with reference to the examined case study, customers perceive to be involved into the process, but only thanks to the central role played by the service-provider, the last one is considered as the coordinator/orchestrator of the whole process. Research limits. This paper presents the same limits that every single case study analysis has, such as inter-related issues of methodological rigor, researcher's subjectivity, and external validity. Moreover, final considerations cannot be generalized because of the subjectivity of the choice of the sampling, the selection of interviewees and the limited number of managed interviews. Practical implications. This paper suggests to not underestimate the role of the service-provider, as it is requested by the C-D logic, as well as to come back to its central role in shape the context of players’ interaction and value co-creation. Originality of the study. The examined empirical evidence is original in itself, since it was never explored before in hospitality and service management literature, mainly because its inner uniqueness as a new and original hospitality formula.
|Titolo:||Value co-creation in hospitality industry: learning from Vascitour experience|
|Data di pubblicazione:||Being printed|
|Appare nelle tipologie:||4.1 Contributo in Atti di convegno|