Cocriação de valor multidimensional: da bibliometria e revisão sistemática, para validação de escala e seus efeitos na recomendação boca a boca no turismo

Abstract

With the shift from traditional marketing logic to the dominant service logic, value co-creation has gained prominence and is addressed in the literature in different ways. Aiming to understand the conceptual-theoretical evolution of value-creation and empirically relate it to the intention of word-of-mouth recommendation in the tourism sector, this research proposed three interdependent studies. Study I identified the conceptual-theoretical evolution of value creation based on a bibliometric study that separated the main theoretical lines into factors and created the network mapping. Study II, on the other hand, analyzed the value creation in the context of tourism, presenting, through a systematic review of the literature, the classification of studies in types, besides analysis of the evolution of the theme in time, analysis of the main methods used in the research and analysis of the main objectives explored. Finally, study III validated the Busser and Shulga scale (2018) and tested the relationship with the intention of mouth-to-mouth recommendation. As main results, study I identified four factors that compose the theoretical currents of value creation: a) the logic of the dominant service and value of use; b) coproduction and sharing of information; c) relationship between branding and value creation; and d) service science. The first factors were confirmed by the network mapping and form the main bases of the value creation, while the third one presented idiosyncratic content and the fourth is composed by a single work. The study II classified the works of cocreation in tourism in four types: a) stakeholder roles; b) brand value; c) events and destinations; and d) technology - it was noticed that most of the works discuss the interactions among the stakeholders. In addition, study II identified a gradual evolution of value-creation research in the field of tourism, but also realized that most of the works are still of a qualitative nature and discuss the process of value-creation itself rather than what effects may generate. Finally, study III validated the scale of value creation for the tourism field, but with some items suppressed in order to achieve a better adjustment of the scale to the Brazilian context. Also in this study, by structural equation modeling, it was discovered that the value co-creation explains 61% of the intention of word-of-mouth recommendation of the tourists in reference to their experiences.