KEY FACTORS IN VALUE CO-CREATION FOR DISABLED CUSTOMERS AND HOTEL SERVICES. AN EXPLORATORY STUDY OF HOTEL MANAGERS

Susana Navarro, Amparo Cercera, Luisa Andreu

Resumen


La lógica dominante del servicio ofrece un marco conceptual adecuado para entender la manera en la que el consumidor, mediante la co-creación con el proveedor del servicio, facilita el desarrollo y el marketing de productos turísticos. En particular, el objetivo de este estudio es identificar los principales factores para la co-creación de valor en los servicios hoteleros para personas con discapacidad. Son escasos los estudios académicos relacionados con el turismo accesible para personas con discapacidad, poniéndose de manifiesto la necesidad de profundizar en sus experiencias e interacciones en el ámbito del turismo. Diversas entrevistas en profundidad han sido realizadas con el fin de analizar desde el punto de vista de los hoteleros los factores para la co- creación. Los resultados señalan que los factores para la co-creación están relacionados con las etapas secuenciales de la relación entre los hoteles y los clientes con discapacidad. Los resultados de este análisis muestran las estrategias más interesantes de la co-creación de valor, lo que puede permitir a los hoteles construir una base sólida de conocimiento común en el ámbito de la gestión de valor.

Palabras clave: co-creación de valor, turistas con discapacidad, establecimientos hoteleros

ABSTRACT

The service dominant logic provides an adequate conceptual framework for understanding the way in which the consumer, through co-creation with the service provider, facilitates the development and marketing of tourism products. In particular, the aim of this study is to identify the key factors for value co-creation in hotel services for people with disabilities. There are few academic studies related to accessible tourism for people with disabilities, evidencing the need to deepen the experiences of disabled people and to study their interactions in the field of tourism. Several in-depth interviews were conducted to analyze the point of view of hotel managers. The results indicate that the factors for the co-creation are related to the sequential steps of the interactions between hotels and disabled customers. This analysis highlights interesting academic as well as managerial implications for value co-creation, allowing hotels build a solid base of common knowledge in the field of value management.

Key words: Value co-creation, customers with disabilities, hotel industry


Palabras clave


Value co-creation; customers with disabilities; hotel industry

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Referencias


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DOI: https://doi.org/10.1234/RAT2011n11

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ISSN impresión: 1885-2564

ISSN electrónico: 2254-0644