Towards a better understanding of interactive value formation: Three value outcomes perspective

The present study utilized netnography to explore specific value dimension(s) that generate three types of value outcomes as a result of interactive value formation (IVF) – value co-creation, value co-destruction and value no-creation – in a tourism accommodation services context. Customer-generated content on TripAdvisor was analyzed. The keywords ‘good’, ‘positive’, ‘excellent’, ‘great’ and ‘nice’ were used to capture visitors’ online narratives linked to the value co-creation outcome of IVF. The following negative emotional words denoted the value co-destruction outcomes of IVF: ‘bad’, ‘negative’, ‘worst’, ‘terrible’ and ‘poor’. The keywords ‘ok’, ‘average’, ‘standard’, ‘decent’ and ‘not good not bad’ were linked to value no-creation. Out of the 1,138 online reviews screened, the study focused on 263 reviews linked to 6 different hotels in Vaasa, Finland. A grounded theory approach was used to analyse the data. The findings were based on only one value dimension that resulted in all three types of value outcomes: hotel breakfast. We suggest that future studies on value should also incorporate the value no-creation dimension for a holistic and realistic understanding of the concept.