The relationship between consumer satisfaction with and loyalty to tourism services in value co-creation

Abstract

Our study was based on empirical research in the Abaúj region, Hungary, where we investigated the development potential of this little-known region for tourism, focusing on the role of creative tourism. Creativity, as an internal resource, plays a key role in tourism, especially through the value co-creation processes discussed in the B2B marketing literature. The aim of this article is to interpret the concept of value co-creation in the context of the tourism sector and to explore its main aspects and findings. We have found that value co-creation in tourism is not only a means of creating value, promoting innovation or innovations, but can also be a way of enriching experiences and adding value. Although creative tourism is one manifestation of the conscious application of this concept, there are many examples where co-creation processes are less conscious, even spontaneous. At the end of 2023, we conducted a questionnaire survey among 18–30-year olds to investigate the tourism manifestation of value co-creation and its impact on young tourists. Our results shed light on how this process affects tourists' satisfaction with and loyalty towards service providers.