Trí tưởng tượng của du khách trong đồng tạo sinh giá trị dịch vụ: Một nghiên cứu trong ngành du lịch
DOI:
https://doi.org/10.24311/jabes/2024.35.2.2Từ khóa:
Trí tưởng tượng, Dịch vụ du lịch, Đồng tạo sinh giá trị, Giá trị trải nghiệmTóm tắt
Nghiên cứu này khám phá vai trò của trí tưởng tượng, một năng lực quan trọng của du khách, đối với quá trình tham gia đồng tạo sinh giá trị dịch vụ. Với dữ liệu từ 275 du khách nội địa, kết quả phân tích mô hình cấu trúc tuyến tính (Structural Equation Modeling ‒ SEM) cho thấy tác động trực tiếp và gián tiếp của trí tưởng tượng đến giá trị trải nghiệm du lịch thông qua ba hành vi đồng tạo sinh là chia sẻ thông tin, hành vi thuộc trách nhiệm, và tương tác cá nhân. Từ đó, ý nghĩa lý thuyết và thực tiễn đã được thảo luận.
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