• Beauty and elegance: value co-creation in cosmetic surgery tourism

      Majeed, Salman; Zhou, Zhimin; Ramkissoon, Haywantee; University of Derby; UiT, The Arctic University of Norway; University of Johannesburg, South Africa (SAGE Publications, 2020-06-16)
      This study presents an emerging trend in medical tourism, cosmetic surgery tourism (CST). We explore tourists’ perceptions of CST for medical service quality as an antecedent to tourists’ emotional attachment, trust, and intentions to visit, which is underexplored in CST. This study examines the mediating role of value co-creation in influencing behaviors of CST-seeking tourists to experience a better quality of life. Using a sample drawn from 279 tourists, comprised of Australian, Japanese, and Chinese nationalities at two international airports in China, findings show that perceived medical service quality positively influences tourists’ emotional attachment, trust, and intentions to visit directly and through the mediating role of value co-creation across the three nationalities. CST-seeking tourists’ inputs in value co-creation may positively influence their behaviors, which are vital antecedents to promoting CST business. Implications for future research are discussed.
    • Co-creating value in desert tourism experiences

      Michopoulou, Eleni; Al-Qasmi, Idrees; Melpignano, Claudia; University of Derby (Informa UK Limited, 2021-01-21)
      This study investigates the determinants of value co-creation in desert camps in Oman from both the customers' and the camp managers' perspectives. The concept of value co-creation in hospitality and tourism has been investigated in a range of ways in the extant literature. However, limited attention has been paid in the process of value co-creation in remote and unique destinations such as desert camps. This research focuses on 5 aspects of value co-creation which are then explored both quantitatively and qualitatively. The findings of the study indicate that within the context of desert camps, value co-creation is influenced by authenticity, engagement, place attachment, and marketing though the value-in-use concept. However, the level of this influence varies between the customers and the camp managers. Finally, findings are discussed in the light of this variance to identify and provide recommendations that enhance value co-creation in the desert camps of Oman.
    • Value co-creation and co-destruction: considerations of spa servicescapes

      Buxton, Louise; Michopoulou, Eleni; University of Derby (Informa UK Limited, 2021-01-19)
      Spas are places that enable mind, body and spiritual harmony, and are therefore inextricably linked to the pursuit of health and wellbeing, as one of the most prominent forms of wellness tourism. Recent growth in the global spa industry is fuelled by increasing consumer interest in the pursuit of wellness. Concepts within the spa industry remain largely unexplored, thus, this conceptual paper aims to progress our understanding by considering opportunities for value co-creation and co-destruction in a spa context. In doing this, the paper unpacks the concept of the servicescape, explores the concept of authenticity and argues that understanding the consumption and production of experiences is central to understanding the creation of value in spa service settings.