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ABSTRACT
The present study explores specific value dimension(s) that generate one type of value outcome as a result of interactive value formation (IVF) – value no-creation – in a cruise service context. Using netnography, customer-generated content on TripAdvisor was analysed. Five keywords “ok”, “average”, “standard”, “decent” and “not good not bad” were linked to value no-creation outcome of IVF. Out of total 2667 online reviews, the data analysis consisted of 165 neutral reviews of tourists’ cruise experiences with 2 major cruise service providers in Helsinki, Finland (Viking Line and Tallink Silja). A grounded theory approach was used to analyse the data. Two value dimensions resulted in value no-creation outcome: cruise ship cabin and buffet. Future studies should incorporate the third outcome of value no-creation for a holistic and realistic understanding of the value concept.
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No potential conflict of interest was reported by the author.
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Erose Sthapit
Erose Sthapit is a postdoctoral researcher in Marketing at the Department of Marketing, University of Vaasa, Finland. His research interests include consumer behavior, memorable tourism experiences, family tourism, culinary–gastronomic experiences, souvenir shopping experiences, savoring, and subjective wellbeing. He has published in Scandinavian Journal of Hospitality and Tourism, Anatolia: An International Journal of Tourism and Hospitality Research, Current Issues in Tourism, Tourism Management Perspectives and Psychology & Marketing.
