The Consequences of Customer Involvement to Creating New Products in Tourism Industry

Document Type : Original Article


1 Assistant Professor of University of Kurdistan, Business Administration Department

2 Assistant Professor of University of Kurdistan, Assistant Professor of University of Kurdistan, Business Administration Department


The purpose of this study is to investigate the consequences of customer participation in the creation of new products in the tourism industry. Based on the research background and the researches carried out by the researchers, the conceptual model of the research has been formulated and the hypotheses have been determined. In this study, which is a survey-correlation and single-cross sectional study, non-random sampling was done among clients of Schwan Patrol Travel Agency in Kurdistan. Data were collected using a questionnaire and Structural Equation Modeling (SEM) was used for data analysis and hypotheses analysis. Smart PLS statistical software was used for this purpose. The results of the research hypotheses will determine the relationship between customer participation to create a new product with satisfaction, loyalty, customer cost and speed of innovation. According to the results obtained, the customer participation among the selected variables will have the highest positive effect on tourists satisfaction and then the highest impacts on loyalty, customer costs and innovation speed, this study, for the first time in iran, the consequences of customer involvement in the creation of new products and services are addressed in the tourism industry


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