Title: Value co-creation of hotel business from the perspective of service ecosystem: connecting the services and experiences of agriculture

Authors: Mai-Rong Wang; Chun-Liang Chen

Addresses: Crafts and Design Department, National Taiwan University of Arts, Banciao Dist., New Taipei City, Taiwan ' Graduate School of Creative Industry Design, National Taiwan University of Arts, Banciao Dist., New Taipei City, Taiwan

Abstract: Facing the post COVID-19 era, with dramatic changes in the environment and changes in consumer behaviour, how to break through business difficulties and challenges is the key issue. How to use the new concept of service-dominant logic to create a new service ecosystem with partners is an urgent topic that needs to be addressed. This study is an exploratory case study for The Place Taichung Hotel. The findings are as follows: first, innovate service experience design, create a beautiful customer experience, and drive partners to benefit and coexist together. Second, implementing the value proposition of core industry innovation not only enhances internal human resource management, but also optimises the external service delivery system of the service ecosystem. This study also suggests that enterprises induce service exchange patterns and derive value co-creation through a series of actor interactions. In particular, this study found that integrating the agricultural experience into the hotel service ecosystem, through the creative curation and co-marketing of hotel firm and leisure farms, will stimulate the interdisciplinary innovations of hotel business.

Keywords: service ecosystem; agritourism; agricultural innovation; value co-creation; value proposition; service-dominant logic; hotel management.

DOI: 10.1504/IJAITG.2023.138108

International Journal of Agriculture Innovation, Technology and Globalisation, 2023 Vol.3 No.4, pp.332 - 353

Received: 10 Oct 2023
Accepted: 29 Dec 2023
Published online: 29 Apr 2024 *

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