From desktop to destination: User-generated content platforms, co-created online experiences, destination image and satisfaction

Although value co-creation concept has captured much interest, especially in the tourism and hospitality fields, limited empirical studies have been conducted to explore the complexity of experience value co-creation process in the online tourism review platform context. The current study will fill...

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Published inJournal of destination marketing & management Vol. 18; p. 100490
Main Authors Lam, Jason M.S., Ismail, Hishamuddin, Lee, Sean
Format Journal Article
LanguageEnglish
Published Elsevier Ltd 01.12.2020
Subjects
Information and communications technology (ICT)
Online destination platform
Overall satisfaction
Platform co-creation experience
Travel destination image
User-generated content
Information and communications technology (ICT)
Online destination platform
Overall satisfaction
User-generated content
Travel destination image
Platform co-creation experience
Online AccessGet full text

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Abstract Although value co-creation concept has captured much interest, especially in the tourism and hospitality fields, limited empirical studies have been conducted to explore the complexity of experience value co-creation process in the online tourism review platform context. The current study will fill the research gap by proposing user-generated platforms as a contributor to the online co-creation process (platform engagement: pre-travel) and how this co-creation experience enhances a travel destination's image and, subsequently, impacts on the travel experience (destination engagement: at-travel). It employs a holistic model which incorporates platform-use experience, platform co-creation experience, travel destination image, and overall destination satisfaction. A total of 342 surveys were collected from travellers in Kuala Lumpur, Malaysia. Structural equation modelling analysis showed that perceived usefulness, perceived ease-of-use, aesthetics and homophily were important determinants for platform co-creation experience. Positive and significant relationships also existed between platform co-creation experience and cognitive and affective images. These images were also found to influence respondents' travel satisfaction. These findings contribute to a better theoretical understanding of the role that UGC platform use experiences play in the overall platform co-creation experience, and how this impacts on destination image formation and subsequently, satisfaction. Managerial implications, limitations and suggestions for future studies are also discussed. •UGC platforms contribute to online co-creation and destination experience.•Usefulness, ease of use, aesthetics and homophily affect platform co-creation experience.•Platform co-creation experience positively impacts on travel destination image.•Cognitive and affective image determine satisfaction at the destination.
AbstractList Although value co-creation concept has captured much interest, especially in the tourism and hospitality fields, limited empirical studies have been conducted to explore the complexity of experience value co-creation process in the online tourism review platform context. The current study will fill the research gap by proposing user-generated platforms as a contributor to the online co-creation process (platform engagement: pre-travel) and how this co-creation experience enhances a travel destination's image and, subsequently, impacts on the travel experience (destination engagement: at-travel). It employs a holistic model which incorporates platform-use experience, platform co-creation experience, travel destination image, and overall destination satisfaction. A total of 342 surveys were collected from travellers in Kuala Lumpur, Malaysia. Structural equation modelling analysis showed that perceived usefulness, perceived ease-of-use, aesthetics and homophily were important determinants for platform co-creation experience. Positive and significant relationships also existed between platform co-creation experience and cognitive and affective images. These images were also found to influence respondents' travel satisfaction. These findings contribute to a better theoretical understanding of the role that UGC platform use experiences play in the overall platform co-creation experience, and how this impacts on destination image formation and subsequently, satisfaction. Managerial implications, limitations and suggestions for future studies are also discussed. •UGC platforms contribute to online co-creation and destination experience.•Usefulness, ease of use, aesthetics and homophily affect platform co-creation experience.•Platform co-creation experience positively impacts on travel destination image.•Cognitive and affective image determine satisfaction at the destination.
Although value co-creation concept has captured much interest, especially in the tourism and hospitality fields, limited empirical studies have been conducted to explore the complexity of experience value co-creation process in the online tourism review platform context. The current study will fill the research gap by proposing user-generated platforms as a contributor to the online co-creation process (platform engagement: pre-travel) and how this co-creation experience enhances a travel destination's image and, subsequently, impacts on the travel experience (destination engagement: at-travel). It employs a holistic model which incorporates platform-use experience, platform co-creation experience, travel destination image, and overall destination satisfaction. A total of 342 surveys were collected from travellers in Kuala Lumpur, Malaysia. Structural equation modelling analysis showed that perceived usefulness, perceived ease-of-use, aesthetics and homophily were important determinants for platform co-creation experience. Positive and significant relationships also existed between platform co-creation experience and cognitive and affective images. These images were also found to influence respondents' travel satisfaction. These findings contribute to a better theoretical understanding of the role that UGC platform use experiences play in the overall platform co-creation experience, and how this impacts on destination image formation and subsequently, satisfaction. Managerial implications, limitations and suggestions for future studies are also discussed. • UGC platforms contribute to online co-creation and destination experience. • Usefulness, ease of use, aesthetics and homophily affect platform co-creation experience. • Platform co-creation experience positively impacts on travel destination image. • Cognitive and affective image determine satisfaction at the destination.
ArticleNumber 100490
Author Ismail, Hishamuddin
Lam, Jason M.S.
Lee, Sean
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  givenname: Hishamuddin
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– sequence: 3
  givenname: Sean
  surname: Lee
  fullname: Lee, Sean
  organization: School of Marketing, Curtin University, Kent Street, Bentley, GPO Box U1987, Perth, Western Australia, 6845, Australia
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Keywords Information and communications technology (ICT)
Online destination platform
Overall satisfaction
User-generated content
Travel destination image
Platform co-creation experience
Language English
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Snippet Although value co-creation concept has captured much interest, especially in the tourism and hospitality fields, limited empirical studies have been conducted...
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elsevier
SourceType Open Access Repository
Enrichment Source
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Publisher
StartPage 100490
SubjectTerms Information and communications technology (ICT)
Online destination platform
Overall satisfaction
Platform co-creation experience
Travel destination image
User-generated content
Title From desktop to destination: User-generated content platforms, co-created online experiences, destination image and satisfaction
URI https://dx.doi.org/10.1016/j.jdmm.2020.100490
https://pubmed.ncbi.nlm.nih.gov/PMC7518856
Volume 18
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