Purpose: This study aims to examine how the degree of value co-creation affects Chinese customers’ evaluations of new tourism and hospitality services, and how the outcome quality moderates this relationship under different conditions. Design/methodology/approach: The proposed hypotheses are...

Purpose: By adopting retrospective evaluation theories, this study aims to explain how innovations provided by separate suppliers in the tourism value chain influence tourist’s perceived value of the overall experience and further uncover which innovative product attributes are more effective...