Journal of Tourism and Development

Journal of Tourism and Development

Meta-analysis of Factors Affecting Customer Value Creation in the Tourism Industry

Document Type : Original Article

Authors
Mohammad Ghaffari 1
Shaghayegh Dalir 2
1 Associate Professor, Department of Business Management and Entrepreneurship, Faculty of Management and Accounting, Farabi College, University of Tehran, Tehran, Iran
2 Master's student in Tourism Management, Marketing major, Farabi College, University of Tehran, Tehran, Iran
10.22034/jtd.2025.497141.3006
Abstract
This study aims to identify key factors influencing customer value creation in the tourism industry. Given the increasing competition and rising customer expectations, understanding these factors can enhance tourist experiences and business success. A qualitative meta-synthesis approach was employed, analyzing 25 selected articles from reputable academic databases. The findings reveal five key factors: environment, social interactions, customer experience, service quality, and innovation, all of which significantly impact customer value creation. The results indicate that these factors work synergistically to improve the overall tourist experience, and focusing on them can enhance customer satisfaction and loyalty. The novelty of this study lies in providing a comprehensive framework that simultaneously considers environmental, social, and service dimensions in customer value creation. By integrating previous research findings, this study contributes new knowledge and offers a holistic view of key value-creating components in tourism. This research expands upon previous studies on customer value, particularly those examining the impact of customer experience and service quality on tourist satisfaction, by offering deeper insights into the relationships among these variables. Ultimately, the study concludes that implementing innovative strategies to enhance service quality and social interactions plays a crucial role in increasing perceived customer value. By providing a comprehensive framework, this research offers valuable insights for tourism managers and policymakers in developing effective strategies.
Keywords
Tourism
Service Quality
Customer Experience
Meta-Synthesis
 
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