Co-Creating Experience Value: The Next Practice of Value Creation Towards Online Repurchasing Intention in Tourism Services

This study examines co-creating experience value in the context of online tourism services using a Service-Dominant logic theoretical framework. As a conceptual paper, this research explores the primary factors of intention to repurchase by evaluating co-creating experience value as a predictor whichinfluence on customer’s intention. Co-creating experience value is defined as an emerging innovation, marketing and business paradigm describing how customers and users are seen as active participants in the design of personalized products, service and experiences. Internet is assisting tourism agencies reduce service costs and reach a wider customer base. Value-added services ranges such as links, maps as well as booking and payment information provided by travel agencies may offer consumers withinformation and decision stimulation aids as to make their purchasing decision. The finding of the study expects to contribute to the practitioners in the e-marketing sector with valuable insights on the essential of co-creating value in stimulating their intention to repurchase. Moreover, it also informs practitioners about how to facilitate and understand factors that engage with either firm (B2C) or consumer (C2C) initiated online tourism services.