Document Type

Article

Rights

This item is available under a Creative Commons License for non-commercial use only

Disciplines

Business and Management.

Publication Details

Journal of Travel and Tourism Marketing, Published online: 21 Apr 2016.

Abstract

This paper reports on a study which explored the customer perspective on their roles in SST encounters in a tourismcontext, through the theoretical lens of service-dominant logic. The study employed short qualitative interviews with airline passengers at an international airport. The findings suggest that customers can assume six roles in an SST encounter which can be viewed as either positive or negative in terms of value creation. Therefore, a key contribution of this paper is the development of a role–experience continuum which depicts the variations in customer experiences of value creation in a tourism context.

DOI

10.1080/10548408.2016.1156612

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