Cocriação de Valor no Comércio Social: Efeito da Tripla Mediação em Comunidades Online de Viagens

• Autor(a) principal: Marques de Lima, Mariana
• Data de Publicação: 2023
• Outros Autores: Ramos de Melo, Mariana, Gusmão Fantino, Ana Paula, Moll Brandão, Marcelo
• Tipo de documento: Artigo
• Idioma: por; eng
• Título da fonte: Marketing & Tourism Review
• Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/7895
• topic: social commerce; tourist destination; social support,; quality relationship; value co-creation; comércio social; destino turístico; suporte social; relacionamento de qualidade; cocriação de valor

From the social commerce theory, this study aims to understand how consumers participate in the value co-creation process of tourist destinations by sharing information in online travel communities. This phenomenon is observed from a parallel mediation model by three mechanisms that act together: social support, quality relationship and value co-creation intention in social online commerce. Data was a self-administered collected and targeted online questionnaire to users of travel-related online communities. Based on Smart PLS-SEM 3.0, JAMOVI and SPSS/PROCESS softwares, it is possible to infer the results obtained in this research demonstrated that the theoretical model tested has good levels of fit and high explanatory power, confirming the proposed mediation. This implies saying that social interactions, such as likes, advice and recommendations, generated by the consumer and driven by technology, through social commerce, can generate value to tourist destinations, and this occurs in a stronger way through three explanatory variables. This research contributes theoretically to the tourism literature by presenting a theoretical model of the antecedents of value creation of tourist destinations in an emerging market. Considering management aspects, It also seeks to provide insights for destination managers to track, monitor, and analyze the antecedents of value co-creation in order to seek to maximize this process, particularly in the post-pandemic scenario the world has been facing caused by Covid-19 pandemic (SARS-CoV-2). Concluding, value co-creation can serve as a destination management strategy by guiding managers in tourism industry on how to position themselves to support users and provide quality information, also seeking collaboration with consumers on social media and adding value to experience in order to increase the perceived value of the destination in general.