The value co-creation in hotels through the TripAdvisor site
DOI:
https://doi.org/10.6008/CBPC2179-684X.2020.001.0012Keywords:
Dominant Service Logic, Value Co-creation, Hotel EstablishmentsAbstract
The Dominant Service Logic (SDL) presents the idea of value co-creation as a dialogic process in which consumers and businesses interact to create value. Therefore, the aim of the article is to analyze the process of value creation in hotel establishments in the city of João Pessoa / PB through the TripAdvisor website. The research took a qualitative approach, in which participants from the co-creation process in the hotel environment were interviewed: the hotel managers best rated by site users in that city, as well as 12 guests who made their evaluations on the TripAdvisor site. For the analysis of the interviews, the technique of content analysis was used. In terms of results, it was observed that some aspects contribute significantly to value creation, such as location, comfort and service, and the desire of customers to have their expectations met and exceeded. Thus, it was realized that reviews on TripAdvisor are fundamentally useful for creating value before hosting, whose interviewed users said they sought information about the hotels in which they intend to stay on this portal.
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