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https://doi.org/10.1080/1331677X.2019.1645713

The role of market mavens in co-creating tourist experiences and increasing loyalty to service providers

Dina Lončarić   ORCID icon orcid.org/0000-0003-2285-0252 ; Department of Marketing, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, Croatia
Marina Perišić Prodan   ORCID icon orcid.org/0000-0003-1954-4481 ; Department of Marketing, University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, Croatia
Jasmina Dlačić   ORCID icon orcid.org/0000-0002-3592-1876 ; Department of Marketing, University of Rijeka, Faculty of Economics and Business, Rijeka, Croatia

Puni tekst: engleski, pdf (1 MB) str. 2252-2268 preuzimanja: 57* citiraj
APA 6th Edition
Lončarić, D., Perišić Prodan, M. i Dlačić, J. (2019). The role of market mavens in co-creating tourist experiences and increasing loyalty to service providers . Economic research - Ekonomska istraživanja, 32 (1), 2252-2268. https://doi.org/10.1080/1331677X.2019.1645713
MLA 8th Edition
Lončarić, Dina, et al. "The role of market mavens in co-creating tourist experiences and increasing loyalty to service providers ." Economic research - Ekonomska istraživanja, vol. 32, br. 1, 2019, str. 2252-2268. https://doi.org/10.1080/1331677X.2019.1645713. Citirano 08.04.2020.
Chicago 17th Edition
Lončarić, Dina, Marina Perišić Prodan i Jasmina Dlačić. "The role of market mavens in co-creating tourist experiences and increasing loyalty to service providers ." Economic research - Ekonomska istraživanja 32, br. 1 (2019): 2252-2268. https://doi.org/10.1080/1331677X.2019.1645713
Harvard
Lončarić, D., Perišić Prodan, M., i Dlačić, J. (2019). 'The role of market mavens in co-creating tourist experiences and increasing loyalty to service providers ', Economic research - Ekonomska istraživanja, 32(1), str. 2252-2268. https://doi.org/10.1080/1331677X.2019.1645713
Vancouver
Lončarić D, Perišić Prodan M, Dlačić J. The role of market mavens in co-creating tourist experiences and increasing loyalty to service providers . Economic research - Ekonomska istraživanja [Internet]. 2019 [pristupljeno 08.04.2020.];32(1):2252-2268. https://doi.org/10.1080/1331677X.2019.1645713
IEEE
D. Lončarić, M. Perišić Prodan i J. Dlačić, "The role of market mavens in co-creating tourist experiences and increasing loyalty to service providers ", Economic research - Ekonomska istraživanja, vol.32, br. 1, str. 2252-2268, 2019. [Online]. https://doi.org/10.1080/1331677X.2019.1645713

Sažetak
The purpose of this paper is to explain the role of market mavens in the tourist sector and to explore the importance of tourist experience co-creation in increasing loyalty to service providers. A survey was conducted on a sample of 425 Croatian residents who had travelled at least once in the year before the study. Two hypotheses were set and empirically tested by partial least square structural equation modelling (PLS-SEM). This research confirms that market mavens are inclined to share tourist experiences and to engage in tourist experience co-creation. It also shows that if market mavens are co-creating tourist experience with travel professionals they are more likely to continue to collaborate with the same service provider, hence, demonstrating loyalty. This paper contributes to knowledge of consumer behaviour in tourism by emphasising the role of market mavens in co-creating tourist experience. The scientific contribution is found in testing the influence of market mavens on co-creating tourist experience and loyalty to service providers. The paper also explains the implications for service providers in tourism. Learning about the influence of market mavens on the process of co-creating tourist experience can help service providers to engage more with these individuals to enhance their loyalty.

Ključne riječi
Co-creation; market maven; tourist experience; tourist loyalty; service provider

Hrčak ID: 229539

URI
https://hrcak.srce.hr/229539

Posjeta: 96 *