GT 10.1 Retos de investigación en marketing turístico: El comportamiento del turista

Jose Ruizalba (University of West London)
Luisa Andreu Simó (Universidad de Valencia)

The purpose of this study is to examine the role that co-creation plays in affecting the service experience and the relationship between cognitive and affective elements of users of the hedonic services, visitor of museums in London, and their impact on satisfaction and behavioural intention.

The continuing discussion of Rational/Emotional aspect of experiential consumption shows that these aspects play an important role on behavioural intention of users such as willingness to pay more and loyalty. Moreover, this study also has taken into consideration the role of satisfaction as an essential element of the evaluation of service experience.

This study used an empirical quantitative methodology by using questionnaire to analyse some elements of experiential consumption of international/domestic visitors of museums in London. For the purpose of this study, a latent class regression analysis has been adopted to analyse the data with an inductive approach. Two segments have been identified; the first was labelled as rational and second one as emotional. The results indicate that in the first segment the degree of co-creation was higher than the second one. Furthermore, the results also show that in terms of age the second segment is equally distributed whereas in the first segment there are more young visitors. Also there are further findings has been discovered related to other variables such loyalty, service experience and emotion which discussed in the relevant section.

The main contribution of this study is that co-creation is playing an important moderator role on the all relationship mentioned above. Also some suggestions for tourist section has been proposed.

Palabras clave: co creation; experiential consumption; museums, emotions