Value Co-Creation Process between the Association of Civil Servants for Leisure and Tourism and its Associates from the perspective of the Association's Management

Authors

Keywords:

Value Co-creation, engagement, Case study, Association, Management

Abstract

Value co-creation is an overarching concept that describes collaboration between various stakeholders to build value and generate mutual benefits. In this research, we analyze how the value co-creation process occurs between an association promoting tourism and its members. Specifically, we seek to understand: how the value-co-creation main antecedents in tourism work, which are the major interaction channels that drive the value co-creation between association and members, and which benefits are generated by value co-creation. For this, we carried out a single case study with the largest associative institution in Latin America. We interviewed four association managers and analyzed internal documents such as bylaws, minutes, and management reports. Some of our main contributions were: people with high or low engagement generate value co-creation, but in different ways; prior knowledge is essential for potential associates to join; the quality of the service is felt deeply by the associates because they have a closer relationship with the association; and the relationship and trust between the association and members generate a sense of belonging in members.

Author Biographies

Thiago de Luca Ribeiro, Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP) / Professor

Doutor. Professor na Faculdade de Tecnologia do Estado de São Paulo, Bragança Paulista, Brasil. Currículo: http://lattes.cnpq.br/9387863052688782. E-mail: thiago_delucka@hotmail.com

Anderson Antônio de Lima, FATEC/Professor

Doutorando em Administração, Uninove. Professor na Faculdade de Tecnologia, Ferraz de Vasconcelos, São Paulo, Brasil. Currículo: http://lattes.cnpq.br/5585829243769748. E-mail: andersonantoniodelima@yahoo.com.br

Benny Kramer Costa, UNINOVE/Professor e USP/Professor

Doutor. Professor no Programa de Pós-Graduação em Administração, Uninove, São Paulo, Brasil. Currículo: http://lattes.cnpq.br/4524013741486821. E-mail: bennycosta@yahoo.com.br

Joana Rosa Carvalho

Doutoranda em Administração, ESPM, São Paulo, Brasil. Currículo: http://lattes.cnpq.br/2841046839254422.  E-mail: joana.cardosok@gmail.com

Published

2023-05-23

How to Cite

Ribeiro, T. de L., Antônio de Lima, A., Kramer Costa, B., & Rosa Carvalho, J. (2023). Value Co-Creation Process between the Association of Civil Servants for Leisure and Tourism and its Associates from the perspective of the Association’s Management . Revista Rosa Dos Ventos - Turismo E Hospitalidade, 15(2). Retrieved from https://sou.ucs.br/etc/revistas/index.php/rosadosventos/article/view/11724