Open AccessCustomer Nontransactional Value Cocreation in an Online Hotel Brand Community: Driving Motivation, Engagement Behavior, and Value Beneficiary
Author(s) -
Hakseung Shin,
Richard R. Perdue
Publication year - 2021
Publication title -
journal of travel research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 3.403
H-Index - 132
eISSN - 1552-6763
pISSN - 0047-2875
DOI - 10.1177/00472875211024752
Subject(s) - netnography , customer engagement , brand engagement , brand community , value (mathematics) , marketing , hospitality , beneficiary , business , psychology , customer value , categorization , advertising , brand awareness , tourism , social media , computer science , market economy , hierarchy , finance , machine learning , world wide web , economics , artificial intelligence , political science , law
To better understand engagement behaviors in online hospitality brand communities, the purpose of this research was to understand hotel customers’ online engagement behaviors, associated cocreated nontransactional values, and the underlying drivers. Netnography analysis and qualitative surveys along with multiorder categorization analysis were used. The netnography results indicate that hotel customer engagement behaviors cocreate five types of value. Importantly, these values accrue in different levels to not only the customer, but also to other customers and to the firm. Analyses of a subsequent qualitative survey data validated the four factors driving these engagement behaviors and, importantly, found that the motivational drivers vary by type of engagement. A conceptual framework of value cocreation via customer engagement is proposed.