Expanding the Task-Dominant Value Cocreation Narrative: The Role of Consumer Expertise and Social and Mental Processes
研究提出一个整合模型，考察游客在旅行前、中、后的共创过程（包括任务相关、社会及心理时间旅行）如何影响顾客价值，发现想象和回忆旅行及与当地人互动比任务相关过程更重要，且游客专业知识是共创的主要前因。
This research proposes an integral model of cocreation processes before, during, and after a trip affecting customer value and anteceded by tourist expertise. Beyond prevailing task-related (coproduction) processes and the more recently contemplated social processes, we consider mental cocreation using the concept of mental time travel (forward and backward). Findings from 428 tourist responses reveal the great potential of these novel cocreation forms, showing that imagining a forthcoming trip and remembering the travel afterwards are important affective value drivers, as is interacting with locals and employees. Overall, these play a more prominent role than task-related processes. Likewise, we found that tourist expertise is a major antecedent of cocreation and precursor of value. Managers could encourage tourist cocreation by applying customer education strategies, stimulating activities with high community contact, and using virtual tools to intensify thoughts and memories of past and future travel experiences. Technology may be key in achieving this.