Creating Customer Value-in-Use Based Experience in the Tourism Industry: A Conceptual Framework

The notion of value-in-use-based experience constitutes a key concept in tourism and hospitality context. The current chapter aimed to understand the value-in-use based experience/value co-creation as a phenomenon emerged from various disciplines, school of thoughts, including service-dominant logic, and services marketing. Considering the lack of literature addressing such changes, the present chapter aims to conceptualize and establish a framework for value-in-use based experience within tourism research to assist in the advancement of theory in value co-creation tourism research. Therefore, this chapter contributes by proposing a framework for value-in-use-based experience/value co-creation, which includes key antecedents, consequences, and moderators, thus generating rich further research opportunities. Finally this chapter discusses various vital implications for tourism research and practice.