New research published in value co-creation, value co-destruction and value no-creation

BU research

Professor Dimitrios Buhalis has recently published two new research articles on value co-creation, value co-destruction and value no-creation 

 

Assiouras, I., Vallström, N., Skourtis, G., Buhalis, D., 2024 Exploring how communication leads to value co-creation, value co-destruction and value no-creation during service mega-disruptions, Current Issues in Tourism http://dx.doi.org/10.1080/13683500.2023.2259055

ABSTRACT

This study investigates the principles and the factors influencing interaction for resource integration during service mega-disruptions (SMDs) in the tourism ecosystem. Utilizing qualitative data from semi-structured interviews conducted during the COVID-19 pandemic, this article reveals that interaction principles of willingness to exchange, access to information, dialogue, transparency, coordination, adaptation, and informed risk assessment lead to value co-creation (VCC). Failure to follow these principles leads to value no-creation (VNC) or value co-destruction (VCD). During SMDs, the most critical factors influencing interaction for resource integration are traveller’s safety needs, initiation of travel cancellation, sympathy, proactivity, omnichannel communication, the effectiveness of technology and employees as well as the number of involved actors. Forced indifference in VNC is uncovered, where firms’ constraints hinder their engagement despite tourists’ desire for interaction. This study contributes to the understanding of value dynamics during SMDs and calls for further exploration of multiple stakeholders’ perspectives in such contexts.

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Zhu, C., Fong, L., Li, X., Buhalis, D., Chen, H., 2024, Short video marketing in tourism: The theoretical lens of authenticity, celebrity attachment and telepresence, International Journal of Tourism Research  http://dx.doi.org/10.1002/jtr.2599

Drawn upon Telepresence theory, this study aims to identify the relationships between existential authenticity, celebrity attachment, telepresence, and travel intention in the short video experience. Survey results show that existential authenticity fosters user attachment to celebrity and then travel intention, but has no impact on telepresence which is also not related to travel intention; Furthermore, celebrity attachment enhances travel intention. Although existential authenticity has no effect on telepresence, celebrity attachment mediates the relationship between existential authenticity and telepresence. This study offers insights to both scholars and practitioners, informing strategies for enhancing destination competitiveness through TikTok marketing campaigns.

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