Despite the wide acknowledgment of consumer value as a dynamic concept in marketing and tourism literature, few studies have addressed its dynamicity. This article provides an approach to the dynamic nature of value in a hotel experience by proposing a conceptual framework that seeks to explain the influence of value types on customer satisfaction and loyalty as being concatenated rather than simultaneous effects, as more usually described. The concatenation of effects is based on the distinction between active versus reactive values and is tested in a structural model consisting of eight types of value (Efficiency, Service Quality, Status, Esteem, Entertainment, Aesthetics, Ethics, and Escapism). The experiences of 585 hotel guests were analyzed with SEM-PLS (structural equation modeling–partial least squares). Although a direct effect persists between Service Quality and Satisfaction, and Efficiency does not directly affect Loyalty, the chain of Reactive Values–Active Values–Satisfaction–Loyalty is empirically validated shedding light on research in value co-creation processes.

尽管在市场营销和旅游业文献中广泛认可消费者价值是一个动态的概念，但很少有研究探讨其价值的动态性。本文通过提出一个概念框架，试图解释价值类型对客户满意度和忠诚度的影响，而不是像通常描述的同时发生的影响，从而提供了一种在酒店体验中实现价值动态性的方法。效果的串联基于主动值和被动值之间的区别，并在由八种类型的值（效率，服务质量，状态，尊严，娱乐，美学，伦理学和逃避现实主义）组成的结构模型中进行了测试。使用SEM-PLS（结构方程模型-偏最小二乘）分析了585位酒店客人的体验。