Co-Creation and Technological Innovation : The Predictors of Guest Satisfaction and Revisit Intention in Hospitality Industry

The present study empirically explores a theoretical model of co-creation, technological innovation, guest satisfaction and guest revisit intention. For meeting the objectives of the study data was collected using a self-administered questionnaire from 341 customers visiting luxury hotels in Jammu and Kashmir using a non-probability convenience sampling technique. Structural equation modeling has been used to test the relationship between hypotheses. The findings suggest that there is a positive relationship between co-creation, technological innovation, guest satisfaction and revisit intention. It was found that co-creation and technological innovation have a positive influence on the potential decisions and morale of guests to revisit the same hotel again and again in the future period. The direct relationship between guest satisfaction and revisit intention was also examined. The study is confined to the customers visiting luxury hotels in Jammu and Kashmir. Future studies can widen the circle of study to other states and may add more antecedents and outcomes to co-creation and technological innovation for better results