The Role of Value Co-Creation, Delight and Satisfaction on Tourism Loyalty: An Empirical Study in Hospitality
Luisa Lopes
Profilo Orcid, Eduardo Mangini
Profilo Orcid e Salete Esteves
Profilo Orcid 
Pubblicato online: 31 dic 2024
Pagine: 214 - 230
Ricevuto: 21 feb 2024
Accettato: 04 lug 2024
DOI: https://doi.org/10.2478/ejthr-2024-0016
Parole chiave
© 2024 Luisa Lopes et al., published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Figure 1:
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Figure 3:
Values of PLS Algorithm
| Hypothesis | Structural Path | VIF | f2 | R2 | R2 adjusted |
|---|---|---|---|---|---|
| H1 | Value Co-creation → Delight | 1.000 | 1.186 | 0.543 | 0.540 |
| H2 | Value Co-creation → Satisfaction | 1.000 | 0.889 | 0.471 | 0.468 |
| H3 | Delight → Loyalty | 2.486 | 0.057 | 0.785 | 0.783 |
| H4 | Satisfaction → Loyalty | 2.486 | 1.038 |
Sample sociodemographics
| Frequency | % | |
|---|---|---|
| Male | 50 | 28.1 |
| Female | 128 | 71.9 |
| 18–24 years | 17 | 9.6 |
| 25–34 years | 30 | 16.9 |
| 35–44 years | 47 | 26.4 |
| 45–54 years | 69 | 38.8 |
| 55–64 years | 14 | 7.9 |
| 65 or more years | 1 | 0.6 |
| Ninth grade completed | 4 | 2.2 |
| Secondary school completed | 24 | 13.5 |
| Bachelor's Degree/Undergraduate Degree | 80 | 44.9 |
| Postgraduate Studies/MBA/Master's Degree/Doctorate | 70 | 39.3 |
| Married/Common-law marriage | 115 | 64.6 |
| Divorced | 11 | 6.2 |
| Single | 51 | 28.7 |
| Widowed | 1 | 0.6 |
| Student | 14 | 7.9 |
| Retired | 1 | 0.6 |
| Employee | 138 | 77.5 |
| Self-employed | 25 | 14.0 |
| Less than 760 euros | 7 | 4.4 |
| 760-999 | 32 | 20.3 |
| 1000 -1249 | 38 | 24.1 |
| 1250 -1499 | 35 | 22.2 |
| 1500-1749 | 13 | 8.2 |
| 1750 or more | 33 | 20.9 |
| Braga | 20 | 11.2 |
| Bragança | 42 | 23.6 |
| Lisboa | 20 | 11.2 |
| Porto | 19 | 10.7 |
| Vila Real | 49 | 27.5 |
| Others | 28 | 15.7 |
Internal consistency, AVE, and Fornell Larcker criteria
| Latent Variable | Cronbach's Alpha | Composite Reliability | AVE | Latent Variable | HTMT | |||
|---|---|---|---|---|---|---|---|---|
| >0,70 | >0,70 | >0.50 | Delight | Loyalty | Satisfaction | Value cocreation | HTMT confidence interval does not include one | |
| Delight | 0,91 | 0,93 | 0,69 | 0,831 | Yes | |||
| Loyalty | 0,93 | 0,96 | 0,88 | 0,750 | 0,937 | Yes | ||
| Satisfaction | 0,96 | 0,97 | 0,89 | 0,773 | 0,879 | 0,944 | Yes | |
| Value co-creation | 0,95 | 0,95 | 0,65 | 0,737 | 0,649 | 0,686 | 0,808 | Yes |
j_ejthr-2024-0016_atab_001
| Variable Item | Item description | Based on |
|---|---|---|
| Dialogue | The hotel communicates with and listens to guests in order to improve its service The hotel interacts with guests in order to develop and provide quality service The hotel facilitates the communication of ideas and suggestions about the service |
|
The hotel allows guests to personalise the range of services they wish to receive Guests have numerous service options in order to adapt them to their needs It is easy to receive information about hotel service when, where and the way guests wish |
||
The hotel offers comprehensible information that allows the advantages and disadvantages of the services to be assessed The hotel offers many possibilities to present complaints regarding any problems that may arise during the service |
||
Guests have access to all the information that may be of use in improving the service The hotel and customers share information on equal terms to improve service The hotel offers public and transparent information regarding the prices associated with the various services |
||
I felt delighted at some time during this tourist experience I felt joyful at some time during this tourist experience I felt euphoric at some time during this tourist experience I felt positively surprised at some time during this tourist experience I felt very happy at some time during this tourist experience The tourist accommodation had experiences and services that were unexpected and enchanted me |
||
I am satisfied with my decision to stay at this tourist accommodation My choice of tourist accommodation was smart. I think I made the right decision in staying at this tourist accommodation I feel that my experience at this tourist accommodation was enjoyable |
||
In the future, I would like to return to this tourist accommodation I will tell my friends about this tourist accommodation. I will recommend this tourist accommodation to others |
||
Type of accommodation
| Accommodation | Frequency | % |
|---|---|---|
| Hotel, aparthotel, or inn | 106 | 59.6 |
| Rural tourism (country house, agrotourism, rural hotel) | 16 | 9.0 |
| Local accommodation | 15 | 8.4 |
| Home tourism | 14 | 7.9 |
| Tourist apartment | 12 | 6.7 |
| Tourist complex (resort) | 8 | 4.5 |
| Tourist resort | 4 | 2.2 |
| Camping and caravan park | 3 | 1.7 |
Hypotheses test and general model values
| Hypothesis | Structural Path | Structural Coefficient (β) | Standard deviation | t-test | Hypothesis test | |
|---|---|---|---|---|---|---|
| H1 | Value Co-creation → Delight | 0.737 | 0.042 | 17.575 | 0.000 | Supported |
| H2 | Value Co-creation → Satisfaction | 0.686 | 0.046 | 14.819 | 0.000 | Supported |
| H3 | Delight → Loyalty | 0.174 | 0.063 | 2.743 | 0.006 | Supported |
| H4 | Satisfaction → Loyalty | 0.745 | 0.065 | 11.517 | 0.000 | Supported |