The Effect of Skiers’ Perceptions of Destination Service Quality on Value Co-Creation Behaviors: The Mediating Role of Flow Experience

Abstract

This study examines the influence of skiers’ perceived destination service quality (DSQ) on their flow experience (FE) and value co-creation (VCC) behaviors, and investigates the mediating role of FE between DSQ and VCC. A quantitative research method was employed to test the research hypotheses, utilizing a survey for data collection. A total of 405 valid responses were collected from skiers who visit the Bursa-Uludağ ski resort. The structural equation model (SEM) was employed, and the research hypotheses were tested using path analysis. The results of the analysis indicated that visitors’ perceptions of DSQ significantly affect both FE and VCC. Additionally, FE serves as mediators in the relationship between DSQ and VCC. The findings provide theoretical and practical implications for destination managers, suggesting effective strategies to enhance tourism services and achieve a competitive advantage.

Keywords

• Value co-creation
• Flow experience
• Destination service quality

Kayakçıların Destinasyon Hizmet Kalitesi Algılarının Ortak Değer Yaratma Davranışlarına Etkisi: Akış Deneyiminin Aracılık Rolü

Öz

Bu çalışma kayakçıların algıladıkları destinasyon hizmet kalitesinin (DHK) akış deneyimleri (AD) ve ortak değer yaratma (ODY) davranışlarına etkisini incelemekte olup, AD’nin DHK ile ODY davranışı arasındaki ilişkide aracılık rolünü araştırmaktadır. Araştırma hipotezlerini test etmek için nicel araştırma yöntemi uygulanmış ve veri toplamada anketten yararlanılmıştır. Bursa-Uludağ kayak merkezine gelen kayakçılardan 405 geçerli veri toplanmıştır. Yapısal eşitlik modeli (YEM) yardımıyla araştırma hipotezleri test edilmiştir. Analiz sonuçları kayakçıların DHK algılarının hem AD hem de ODY davranışı üzerinde önemli etkilerinin olduğunu göstermiştir. Ayrıca DHK ve ODY arasındaki ilişkide AD aracılık role sahiptir. Çalışmanın sonuçları destinasyon hizmetlerinin geliştirilmesi ve rekabet avantajı elde edilmesinde etkili eylemlerin tasarlanması için destinasyon yöneticilerine teorik ve pratik çıkarımlar sunmaktadır.

Anahtar Kelimeler

• Ortak değer yaratma
• Akış deneyimi
• Destinasyon hizmet kalitesi

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