Interactive Value Formation and Lessons Learned from Covid-19: The Brazilian Case

ABSTRACT

This paper aims to describe the dynamics of co-creation and co-destruction between different actors in the interactive value formation (IVF), in a service ecosystem, at its meso, macro and mega levels of aggregation, in the ecotourism sector during the Covid-19 pandemic. Four propositions were postulated: use of information, resources integration, feedback, and engagement. Research was divided into two phases: fuzzy-set Qualitative Comparative Analysis analysis (fsQCA) and interview content analysis, through case studies in Brazilian ecotourism destinations. Resources integration is a crucial pillar for the outcome of IVF during the service encounter phase. For post-service meeting phase, feedback emerges as a protagonist for the IVF result consolidation.

KEYWORDS:

• Interactive value formation
• value co-creation
• value co-destruction
• ecotourism
• QCA
• content analysis

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1. The general formula for a logical number of combinations is 2k, with k being the number of potential dichotomous conditions. If, for example, only seven cases are examined, using three conditions A, B, and C, or if eight (or more) cases are examined, which are in part equal in their configuration of conditions, then some logically possible combinations remain no empirical cases. These “missing” configurations are called “remainders” or “logical remains” (Ragin, 2008).

2. Breakpoints calibration for UI, RI, FB, ENG and IVF conditions, based on Full Adhesion, Crossing Point and Non-Full Adhesion values (Table 1).