Value Co-creation in Tourism – Scale Validation and Replication Regarding Word-of-Mouth Recommendation Intention

Ribeiro, Thiago de Luca Sant'ana; Costa, Benny Kramer; Freire, Otávio Bandeira De Lamônica

Thiago de Luca Sant'ana Ribeiro E-mail: thiago_delucka@hotmail.com

Research design

literature review

data collection

data analysis

discussion

Nove de Julho University (UNINOVE), São Paulo, SP, Brazil.

Thiago de Luca Sant'ana Ribeiro He is a PhD student in Business Administration in the Graduate Program in Business Administration at Nove de Julho University (UNINOVE). He has a Master’s in Business Administration from UNINOVE (2018), a specialist degree (MBA) in Logistics and Supply Chain management from the Metropolitanas Unidas Faculty (FMU) (2016) and graduated in Business Administration at São Sebastião Faculty (FASS) (2014). He is currently a professor and author of Administration, and a researcher working mainly on the themes: stakeholders, co-creation of value, and absorptive capacity. He is also active in the areas of Education and Tourism.

https://orcid.org/0000-0003-1638-630X

Benny Kramer Costa E-mail: bennycosta@yahoo.com.br

Research design

literature review

data collection

discussion

Nove de Julho University (UNINOVE), São Paulo, SP, Brazil.

School of Arts, Sciences and Humanities, University of São Paulo (EACH/USP), SP, Brazil.

Benny Kramer Costa He is a Full Professor and Researcher of the Graduate Program in Administration at the Nove de Julho University (UNINOVE), and Professor at the Department of Public Relations, Advertising and Tourism at the School of Communications and Arts, University of São Paulo (ECA/USP). He holds a doctorate and postdoctoral degree in Administration from the USP (1999 and 2006 respectively). He was Director, Professor and Researcher of the Professional Master's in Administration - Sports Management, from UNINOVE, since its creation in October 2012 until March 2017. He coordinated 6 books with a focus on strategy and tourism. He was Editor-in-Chief of the Iberoamerican Journal of Strategic Management (IJSM/RIAE), from its foundation until 2014. He was Deputy Editor of Podium - Sport, Tourism and Leisure Review, from 2017 to 2018. He is currently General Editor of Podium - Sport, Tourism and Leisure Review; He is leader of the CNPq Research Group Strategy and Competitiveness; and Deputy Leader of the Research Group at CNPq, called Management, Strategy and Innovation in Creative Activities. He has experience in the Administration area, with an emphasis on Strategy, working mainly on the following themes: competitiveness, stakeholders, co-creation of value, scenarios, competitiveness, implementation of strategies, and project management. He also works in marketing and governance, and in areas such as tourism and sports.

https://orcid.org/0000-0003-1992-1160

Otávio Bandeira De Lamônica Freire E-mail: otfreire@usp.br

Research design

data collection

data analysis

discussion

School of Arts, Sciences and Humanities, University of São Paulo (EACH/USP), SP, Brazil.

Faculty of Economics, Administration and Accounting, University of São Paulo (FEA / USP), SP, Brazil.

Otávio Bandeira De Lamônica Freire He is a Professor in the Undergraduate Program in Marketing and in the Graduate Program in Tourism (PPGTUR) at the School of Arts, Science and Humanities, University of São Paulo (EACH/USP). Professor in Graduate Program in Administration (PPGA-FEA/USP). He is Associate Marketing Editor of the RAUSP Management Journal. Head of Science at ILUMEO MKT & COM. He holds a PhD in Communication Management from USP (2009), has a degree in Social Communication – Publicity and Advertising from the Federal University of Mato Grosso (UFMT) (1996), a specialization in Marketing from ESPM (1998), a master's degree in Communication from Paulista University (UNIP) (2007) and a master's degree in Education from the University of Cuiabá (UNIC) (2002). He works with a focus on marketing, strategy, communication, and consumer behavior.

https://orcid.org/0000-0002-9008-4273

Thiago de Luca Sant'ana Ribeiro

He is a PhD student in Business Administration in the Graduate Program in Business Administration at Nove de Julho University (UNINOVE). He has a Master’s in Business Administration from UNINOVE (2018), a specialist degree (MBA) in Logistics and Supply Chain management from the Metropolitanas Unidas Faculty (FMU) (2016) and graduated in Business Administration at São Sebastião Faculty (FASS) (2014). He is currently a professor and author of Administration, and a researcher working mainly on the themes: stakeholders, co-creation of value, and absorptive capacity. He is also active in the areas of Education and Tourism.

E-mail: thiago_delucka@hotmail.com

Benny Kramer Costa

He is a Full Professor and Researcher of the Graduate Program in Administration at the Nove de Julho University (UNINOVE), and Professor at the Department of Public Relations, Advertising and Tourism at the School of Communications and Arts, University of São Paulo (ECA/USP). He holds a doctorate and postdoctoral degree in Administration from the USP (1999 and 2006 respectively). He was Director, Professor and Researcher of the Professional Master's in Administration - Sports Management, from UNINOVE, since its creation in October 2012 until March 2017.

He coordinated 6 books with a focus on strategy and tourism. He was Editor-in-Chief of the Iberoamerican Journal of Strategic Management (IJSM/RIAE), from its foundation until 2014. He was Deputy Editor of Podium - Sport, Tourism and Leisure Review, from 2017 to 2018. He is currently General Editor of Podium - Sport, Tourism and Leisure Review; He is leader of the CNPq Research Group Strategy and Competitiveness; and Deputy Leader of the Research Group at CNPq, called Management, Strategy and Innovation in Creative Activities. He has experience in the Administration area, with an emphasis on Strategy, working mainly on the following themes: competitiveness, stakeholders, co-creation of value, scenarios, competitiveness, implementation of strategies, and project management. He also works in marketing and governance, and in areas such as tourism and sports.

E-mail: bennycosta@yahoo.com.br

Otávio Bandeira De Lamônica Freire

He is a Professor in the Undergraduate Program in Marketing and in the Graduate Program in Tourism (PPGTUR) at the School of Arts, Science and Humanities, University of São Paulo (EACH/USP). Professor in Graduate Program in Administration (PPGA-FEA/USP). He is Associate Marketing Editor of the RAUSP Management Journal. Head of Science at ILUMEO MKT & COM. He holds a PhD in Communication Management from USP (2009), has a degree in Social Communication – Publicity and Advertising from the Federal University of Mato Grosso (UFMT) (1996), a specialization in Marketing from ESPM (1998), a master's degree in Communication from Paulista University (UNIP) (2007) and a master's degree in Education from the University of Cuiabá (UNIC) (2002). He works with a focus on marketing, strategy, communication, and consumer behavior.

E-mail: otfreire@usp.br

Editor: Glauber Eduardo de Oliveira Santos.

Meaningfulness	Significância
It was meaningful	Ela foi significativa
This was important to me	Isso foi importante para mim
The time I spent on it was worthwhile	O tempo que eu gastei nela valeu
It was valuable to me	Ela foi valiosa para mim
My effort was worthwhile	O meu esforço valeu a pena

Collaboration	Colaboração
We were a team	Nós éramos uma equipe
We created it together	Nós a criamos juntos
We were working together	Nós estávamos trabalhando junto
We cooperated with each other	Nós cooperamos uns com os outros
We collaborated on the Project	Nós colaboramos no projeto

Contribution	Contribuição
I shared my knowledge	Eu compartilhei o meu conhecimento
I contributed my skills to this	Eu contribuí com minhas competências para isso
I contributed my experience to this	Eu contribuí com minha experiência para isso
I invested my resources	Eu investi os meus recursos
I made a personal investment in this	Eu fiz um investimento pessoal nisso

Recognition	Reconhecimento
I received credit for this	Eu recebi crédito por isso
Our results were recognized	Nossos resultados foram reconhecidos
Others recognized the outcome	Outras pessoas reconheceram o resultado
Others recognized me for this	Outras pessoas me reconheceram por isso
We achieved mutual benefits	Nós alcançamos benefícios mútuos

Affective response	Resposta Afetiva
This was fun	Isso foi divertido
This was entertaining	Isso foi bacana
This was enjoyable	Isso foi uma curtição
This was interesting	Isso foi interessante
It was exciting	Isso foi estimulante

Before face validity	Adjustment after face validity
Meaningfulness
The time I spent on it was worthwhile	The time I spent on the experience was worthwhile
My effort was worthwhile	My effort mattered
Contribution
I shared my knowledge	I contributed with my knowledge
I invested my resources	I contributed with my resources
I made a personal investment in this	I contributed with personal investment
Recognition
We achieved mutual benefits	The group was recognized by mutual benefits
Emotional response
This was interesting	This was very interesting

Meaningfulness
My experience was meaningful (SIG1)
This experience was important to me (SIG2)
The time I spent on the experience was worthwhile (SIG3)
The experience was valuable to me (SIG4)
My effort in the experience mattered (SIG5)

Collaboration
We in the group who had the experience worked as a team (COL1)
We in the group created the experience together (COL2)
We in the group were working together in the experience (COL3)
We in the group cooperated with each other in the experience (COL4)
We in the group collaborated on the experience project (COL5)

Contribution
I contributed with my knowledge (CON1)
I contributed with my skills to this (CON2)
I contributed my experience to this (CON3)
I contributed with my resources in the experience (CON4)
I contributed with personal investment in the experience (CON5)

Recognition
I received credit for this experience (REC1)
Our results were recognized (REC2)
Others recognized the outcome the experience (REC3)
Others recognized me for this (REC4)
The group was recognized by mutual benefits (REC5)

Emotional response
It was an entertaining experience (RAF1)
It was a fun experience (RAF2)
It was an enjoyable experience (RAF3)
It was a very interesting experience (RAF4)
It was an exciting experience (RAF5)

Gender
Male	53.3%
Female	46.7%
	100%
Education
Complete graduate level	52.4%
Incomplete graduate level	5.7%
Complete undergraduate level	19.5%
Incomplete undergraduate level	15.7%
Complete high-school level	6.2%
Complete elementary level	0.5%
	100%
Age
18-25 years	19.5%
26-35 years	29.5%
36-45 years	20%
46-55 years	17.2%
+ 55 years	13.8%
	100%

	Cronbach's Alpha	rho_A	CR	Average Variance Extracted (AVE)
WoM	0.842	0.845	0.905	0.760
Collaboration	0.894	0.895	0.922	0.703
Contribution	0.852	0.853	0.894	0.629
Recognition	0.844	0.848	0.890	0.618
Emotional response	0.861	0.872	0.906	0.709
Meaningfulness	0.757	0.757	0.861	0.674

	WoM	Collaboration	Contribution	Recognition
WoM	0.872
Collaboration	0.506	0.839
Contribution	0.689	0.621	0.793
Recognition	0.517	0.664	0.655	0.786
Emotional response	0.837	0.532	0.682	0.558	0.842
Meaningfulness	0.786	0.564	0.786	0.553	0.778	0.821

	T Statistics	P Values
Cocreation -> Word-of-mouth	24.486	0.001
Cocreation -> Collaboration	29.327	0.001
Cocreation -> Contribution	54.108	0.001
Cocreation -> Recognition	26.143	0.001
Cocreation -> Emotional response	33.612	0.001
Cocreation -> Meaningfulness	36.500	0.001

Factors and items	OL	CR	AVE

Meaningfulness
The time I spent on the experience was worthwhile	0.845	0.861	0.674
The experience was valuable to me	0.820
My effort in the experience mattered	0.796
Collaboration
We in the group who had the experience worked as a team	0.853	0.922	0.703
We in the group created the experience together	0.793
We in the group were working together in the experience	0.892
We in the group cooperated with each other in the experience	0.830
We in the group collaborated on the experience project	0.821
Contribution
I contributed with my knowledge	0.824	0.894	0.629
I contributed with my skills to this	0.803
I contributed my experience to this	0.823
I contributed with my resources in the experience	0.776
I contributed with personal investment in the experience	0.735
Recognition
I received credit for this experience	0.834	0.890	0.618
Our results were recognized	0.828
Others recognized the outcome the experience	0.740
Others recognized me for this	0.768
The group was recognized by mutual benefits	0.753
Emotional response
It was a fun experience	0.905	0.906	0.709
It was an enjoyable experience	0.721
It was a very interesting experience	0.869
It was an exciting experience	0.861

	Fatores e itens	OL	CR	AVE
Significância
	O tempo que eu gastei na experiência foi importante para mim	0,845	0,861	0,674
	A experiência foi valiosa para mim	0,820
	O meu esforço na experiência teve importância	0,796
Colaboração
	Nós do grupo da experiência éramos uma equipe colaborativa	0,853	0,922	0,703
	Nós do grupo criamos a experiência juntos	0,793
	Nós do grupo trabalhos juntos na experiência	0,892
	Nós do grupo cooperamos uns com outros na experiência	0,830
	Nós do grupo colaboramos no projeto da experiência	0,821
Contribuição
	Eu contribui com o meu conhecimento	0,824	0,894	0,629
	Eu contribui com minhas competências para isso	0,803
	Eu contribui com minhas experiências para isso	0,823
	Eu contribui com os meus recursos para experiência	0,776
	Eu contribui com um investimento pessoal para experiência	0,735
Reconhecimento
	Eu me senti reconhecido pela experiência	0,834	0,890	0,618
	Nossos resultados foram reconhecidos	0,828
	Outras pessoas reconheceram o resultado da experiência	0,740
	Outras pessoas me reconheceram pela experiência	0,768
	O grupo foi reconhecido por resultados mútuos na experiência	0,753
Resposta Afetiva
	A experiência foi divertida	0,905	0,906	0,709
	A experiência foi uma curtição	0,721
	A experiência foi muito interessante	0,869
	A experiência foi estimulante	0,861

[1] Thiago de Luca Sant'ana Ribeiro

He is a PhD student in Business Administration in the Graduate Program in Business Administration at Nove de Julho University (UNINOVE). He has a Master’s in Business Administration from UNINOVE (2018), a specialist degree (MBA) in Logistics and Supply Chain management from the Metropolitanas Unidas Faculty (FMU) (2016) and graduated in Business Administration at São Sebastião Faculty (FASS) (2014). He is currently a professor and author of Administration, and a researcher working mainly on the themes: stakeholders, co-creation of value, and absorptive capacity. He is also active in the areas of Education and Tourism.

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Value Co-creation in Tourism – Scale Validation and Replication Regarding Word-of-Mouth Recommendation Intention

Abstract