The role of market mavens in co-creating tourist experiences and increasing loyalty to service providers

Figures & data

Figure 1. The conceptual model of this study.

Source: Authors.

Table 1. Demographic structure of respondents (n = 425).

Characteristics	Respondents
	Frequency	Percentage
Gender
Female	267	62.8
Male	158	37.2
Age
18 – 20	27	6.4
21 – 25	157	36.9
26 – 30	80	18.8
31 – 35	41	9.6
36 – 40	16	3.8
41 and more	104	24.5
Level of education
Primary school	8	1.9
Secondary school	203	47.8
Higher education	208	48.9
MSc and PhD	6	1.4

Source: Research results.

Table 2. PLS results for the measurement model.

Constructs/items	VIF	λ*	Composite reliability (CR)	Average variance extracted (AVE)
MARKET MAVENISM			0.894	0.629
mav1: I like introducing new opportunities for travelling and vacation to my friends.	1.686	0.709
mav2: I like helping people by providing them with travel information.	2.231	0.829
mav3: People ask me for information about travel.	2.338	0.827
mav4: If someone asked where to go on vacation, I could give him or her useful information.	2.013	0.805
mav5: My friends think of me as a good source of information when it comes to travel.	2.202	0.789
TOURIST EXPERIENCE CO-CREATION			0.894	0.628
cocr1: Working alongside a travel professional allowed me to have greater social interaction, which I enjoyed.	2.504	0.836
cocr2: I felt comfortable working with a travel professional during this activity.	2.594	0.854
cocr3: The setting of the vacation environment allowed me to collaborate with the travel professional effectively.	1.833	0.774
cocr4: My vacation experience was enhanced because of my participation in the activity.	1.828	0.785
cocr5: I felt confident in my ability to collaborate with the travel professional.	1.501	0.704
LOYALTY			0.938	0.835
loy1: I am likely to do most of my future travel with this travel professional.	2.540	0.900
loy2: If I had the opportunity to choose between the travel professional with whom I collaborated and some other person, I would choose the professional with whom I collaborated on this trip.	3.152	0.923
loy3: I will recommend this travel professional to my friends.	2.943	0.917

* All factor loadings were significant at p < .001.

Source: Research results.

Table 3. Cross loadings.

Indicator	Market mavenism	Tourist experience co-creation	Loyalty
mav1	0.709	0.235	0.294
mav2	0.829	0.291	0.374
mav3	0.827	0.240	0.227
mav4	0.805	0.271	0.278
mav5	0.789	0.227	0.237
cocr1	0.240	0.836	0.604
cocr2	0.289	0.854	0.646
cocr3	0.247	0.774	0.503
cocr4	0.219	0.785	0.591
cocr5	0.277	0.704	0.508
loy1	0.330	0.657	0.900
loy2	0.312	0.655	0.923
loy3	0.345	0.673	0.917

Note: Bold values indicate indicators’ outer loading on the associated constructs.

Source: Research results.

Table 4. Discriminant validity.

Construct	Mavenism	Co-creation	Loyalty
Mavenism	0.793
Co-creation	0.321	0.792
Loyalty	0.360	0.724	0.914

Source: Research results.

Figure 2. Structural model.

Source: Research results.

Table 5. Significance testing of the structural model path coefficients.

Path	Path coefficients	t values	p values	Hypothesis
Mavenism → co-creation	0.321	7.517	0.000	H1: supported
Co-creation → loyalty	0.724	25.414	0.000	H2: supported

Source: Research results.