On customer engagement in the value co-creation in the hotel industry: a content analysis of tripadvisor.com reviews

Currently, the concept of consumer engagement in value co-creation (CEVCC) has been widely covered in the marketing literature. The attention to this topic is caused by business needs to find new ways of value creation and its offering to customers. In this paper, we investigate CEVCC in the hotel industry in Moscow. Based on this research a conceptual model describing the relationship between the consumer engagement in the value co-creation and customer satisfaction and loyalty was developed. This relationship was considered through a prism of customer experience, taking into account various forms of co-creation activities in the hotel industry. Content analysis of tourist comments in social media related to hotels in Moscow was conducted.