Considering the competitive environment of the hospitality industry in delivering superior value to customers, customer participation in value co-creation with the service provider through interaction becomes pivotal. By bonding the co-creation theory with the equity theory, this study proposes a model for stimulating customer participation behaviour (CPB), which includes customer co-creation perception (CCCP) composing DART activities (dialogue, access, risk assessment, and transparency), CPB, co-production, and value-in-use. The collected data from tourists staying in hotels in Portugal was analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results confirm that CCCP predicts CPB, co-production, and value-in-use. Moreover, CPB improves co-production and value-in-use and mediates the associations between CCCP and co-production/value-in-use. This research contributes to co-creation theory by confirming CCCP as a driver of CPB and provides practical implications to enhance co-production and value-in-use in hotels.

中文翻译：

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激发顾客参与行为，促进酒店价值共创

考虑到酒店业为客户提供卓越价值的竞争环境，客户通过互动与服务提供商共同创造价值变得至关重要。通过将共创理论与公平理论相结合，本研究提出了一种刺激客户参与行为（CPB）的模型，其中包括构成DART活动（对话、访问、风险评估和透明度）的客户共创感知（CCCP） 、CPB、联合生产和使用价值。使用偏最小二乘结构方程模型 (PLS-SEM) 对在葡萄牙酒店住宿的游客收集的数据进行分析。结果证实 CCCP 可以预测 CPB、联合生产和使用价值。此外，CPB 改善了联合生产和使用价值，并调解了 CCCP 和联合生产/使用价值之间的关联。这项研究通过确认 CCCP 作为 CPB 的驱动力，为共同创造理论做出了贡献，并为增强酒店的共同生产和使用价值提供了实际意义。