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Value proposition as a catalyst for innovative service experience: the case of smart-tourism destinations

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Abstract

Although smart tourism has received considerable research attention, few studies have investigated the determinants of how tourists evaluate their service experiences. This study attempted to explore how business value proposition shapes the functional and emotional outcomes of travel experiences and influences the evaluation of service experiences. The results indicated that novelty positively affected perceived enjoyment, and complementarity and efficiency significantly influenced perceived usefulness. Furthermore, both perceived enjoyment and perceived usefulness positively affected the evaluation of service experience. Finally, this study confirmed the nonrecursive relationship between perceived enjoyment and perceived usefulness.

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Fig. 1

1 *p < 0.05, **p < 0.01 ***p < 0.001. 2. Self-efficacy is regarded as the instrumental construct for perceived usefulness, whereas aesthetic design is considered as the instrumental construct for perceived enjoyment

Fig. 2

1. *p < 0.05, **p < 0.01 ***p < 0.001. Self-efficacy is regarded as the instrumental construct for perceived usefulness, whereas aesthetic design is considered as the instrumental construct for perceived enjoyment.

Fig. 3

1. *p < 0.05, **p < 0.01 ***p < 0.001

Fig. 4

Note: 1. *p<0.05, **p<0.01 ***p<0.001

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This study was supported by Ministry of Science and Technology, Taiwan (Grant No. 106-2410-H-025-010).

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Table 5 Questionnaire used for this study

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Li, CY., Fang, YH. & Sukoco, B.M. Value proposition as a catalyst for innovative service experience: the case of smart-tourism destinations. Serv Bus 15, 281–308 (2021). https://doi.org/10.1007/s11628-021-00443-y

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