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The role of family firm image perception in host-guest value co-creation of hospitality firms

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  • Andreas Kallmuenzer
  • Mike Peters
  • Dimitrios Buhalis

Abstract

Customers value the services and products of family firms. Especially the rural hospitality industry is dominated by family firms and shaped by high-contact services, where hosts and guests co-create value. Hypothesizing that behavioural and relational qualities of family firms are a central source for value co-creation and that a perceived family firm image (FFI) affects guests in co-creating value, this study investigates the effect of three relevant principles (trust, relationship commitment, social interaction ties) on value co-creation under the influence of FFI perception. The model is tested on a sample of 331 guests of Austrian rural hospitality firms. Findings show that relationship commitment and social interaction ties influence value co-creation, and a perceived FFI in particular strengthens the effect of social interaction ties on value co-creation. Implications suggest installing facilitators of value co-creation, enhancing the FFI via social capital and further investigating the customer perception of family firms in the rural hospitality industry and beyond.

Suggested Citation

  • Andreas Kallmuenzer & Mike Peters & Dimitrios Buhalis, 2020. "The role of family firm image perception in host-guest value co-creation of hospitality firms," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(19), pages 2410-2427, October.
    • Handle: RePEc:taf:rcitxx:v:23:y:2020:i:19:p:2410-2427
    DOI: 10.1080/13683500.2019.1611746
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    Cited by:

    1. Bargoni, Augusto & Kliestik, Tomas & Jabeen, Fauzia & Santoro, Gabriele, 2023. "Family firms’ characteristics and consumer behaviour: An enquiry into millennials’ purchase intention in the online channel," Journal of Business Research, Elsevier, vol. 156(C).
    2. Unai Arzubiaga & Alfredo De Massis & Amaia Maseda & Txomin Iturralde, 2023. "The influence of family firm image on access to financial resources in family SMEs: a signaling theory perspective," Review of Managerial Science, Springer, vol. 17(1), pages 233-258, January.

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