1.
Anas Moukrim
– Marketing Department, Hassan Ii University (encg), Casablanca, Morocco.
2.
Hasnaa Gaber
– Marketing Department, Hassan Ii University (encg), Casablanca, Morocco.
3.
Fatima El Kandoussi
– Marketing Department, Hassan Ii University (encg), Casablanca, Morocco.
Abstract
This groundbreaking study explores the relationship between participative behavior, satisfaction, and loyalty intention of tourists in the tourism sector. By creating a novel conceptual framework and analyzing data collected through surveys, we found that involving customers in the value-creation process impacts positively their satisfaction. However, contrary to expectations, the study revealed that tourist satisfaction does not significantly influence loyalty. The insights provided are invaluable for travel agency managers, emphasizing the importance of customer involvement in developing tourism offerings for enhanced customer satisfaction and improved brand relationships.
Keywords Customer Participation, Value Creation, Customer Satisfaction, Customer Loyalty, Tourism Experience
