Using the DART (dialogue, access, risk, and transparency) model as a core framework of value co-creation (VCC), and in the context of hospitality services, this study explores the role VCC might have in customers’ perceived value (PV). The study delineates two characteristics of PV—perceived quality and price—as sources for competitive strategy. It attempts to establish the existence of an effect of VCC implementation on these sources of strategy, as well as the intensity of the effect.

The study's data were collected via self-administered questionnaires from 484 tourists on their return home. Through structural equation modelling, we tested our research hypotheses. The research results indicate that transparency and risk affect a hotel guest's perceptions of price and quality, while access only determines the quality. Contrary to what we expected, dialogue did not have a positive influence on the perceived price or perceived quality. Finally, the results support the notion that perceived quality affects the perceived price.

As a firm-orientated model, the DART model was applied to the customer context for the first time in this study, which contributes to the marketing literature.

使用 DART（对话、访问、风险和透明度）模型作为价值共创 (VCC) 的核心框架，并在酒店服务的背景下，本研究探讨了 VCC 在客户感知价值 (PV ）。该研究描绘了 PV 的两个特征——感知质量和价格——作为竞争战略的来源。它试图确定 VCC 实施对这些策略来源的影响的存在，以及影响的强度。

该研究的数据是通过 484 名游客回国后的自我管理问卷收集的。通过结构方程模型，我们检验了我们的研究假设。研究结果表明，透明度和风险会影响酒店客人对价格和质量的看法，而访问仅决定质量。与我们的预期相反，对话对感知价格或感知质量没有产生积极影响。最后，结果支持感知质量影响感知价格的观点。

作为面向企业的模型，DART 模型在本研究中首次应用于客户环境，这对营销文献有所贡献。