Achieving Senior Tourists’ Active Aging Through Value Co–creation: A Customer-Dominant Logic Perspective
基于对31名老年游客和16名旅游服务提供者的访谈，识别出六种价值主题，构建了价值共创连续体，为旅游服务管理、社会包容和政府政策制定提供参考。
Senior tourists have their own travel behaviors and preferences and require specific resources from the tourism industry and the broader society. This study adopts customer-dominant logic to understand how participating in tourism activities can support seniors in co-creating values toward active aging. Interviews were conducted with 31 senior tourists and 16 tourism and hospitality service providers. Six value themes were identified from the interviews, namely, enjoyment, connectedness, mental vitality, independence, sense of belonging, and self-esteem. The six values were categorized into functional, social, and spiritual dimensions. A value co-creation nexus was developed with continuum- and development-oriented active aging as the two extremes. This nexus highlighted the differentiated efforts exerted by co-creators to create value and identified the value co-creation routines of stakeholders, their corresponding values, and their facilitators. Value co-creation activities were introduced into active aging with tourism as the context. The findings of this study can support the management of tourism services, promote inclusiveness in society, and aid in government policy making.