The Influence of Service MSMEs and Service Design on Value Co-Creation through Experiential Authenticity in Tourism MSMEs
DOI:
https://doi.org/10.38035/dijefa.v7i2.6910Keywords:
Service MSMEs, Service Design, Experiential Authenticity, Value Co-Creation, Tourism MSMEsAbstract
This research aims to analyze the influence of Service MSMEs and Service Design on Value Co-Creation through the mediating role of Experiential Authenticity in tourism MSMEs in Samosir Regency. The study employed a quantitative approach with an explanatory research design. Data were collected from 130 tourists who had interacted directly with tourism MSME services in Samosir Regency using purposive sampling techniques. Data analysis was conducted using Partial Least Squares-Structural Equation Modeling (PLS-SEM). The findings indicate that Service MSMEs have a positive and significant influence on Experiential Authenticity. In addition, Service Design was also found to positively and significantly influence Experiential Authenticity. Furthermore, Experiential Authenticity has a positive and significant influence on Value Co-Creation. The results suggest that the quality of service interactions, integration of local cultural values, and well-structured service designs contribute to the formation of authentic tourism experiences and strengthen tourists’ participation in the value creation process. This research contributes to the development of tourism marketing literature within the perspective of Service-Dominant Logic by explaining the role of authentic experiences in encouraging Value Co-Creation in tourism MSMEs.
References
Bridges, E., & Fowler, K. (2020). The Routledge handbook of service research insights and ideas. Routledge.
Buana, Y., Nugraha, A., & Fadhilah, M. (2019). Pengaruh service design terhadap customer experience dan loyalitas pelanggan pada industri pariwisata. Jurnal Administrasi Bisnis, 8(2), 123–134.
Cahya Kurniawan, R. (2020). Value co-creation dalam pengembangan pariwisata berbasis komunitas. Jurnal Pariwisata Terapan, 4(1), 1–12.
Carlson, B. D., Frankwick, G. L., & Cumiskey, K. J. (2011). A framework for understanding new product alliance success. Journal of Marketing Theory and Practice, 19(1), 7–26. https://doi.org/10.2753/MTP1069-6679190101
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates.
Deng, B., Lu, J., Lin, Y., & Chen, C. (2020). The impact of authenticity on tourists’ perceived value and co-creation behavior: Evidence from cultural heritage tourism. Tourism Management Perspectives, 35, 100699. https://doi.org/10.1016/j.tmp.2020.100699
Deng, B., & Wong, I. A. (2024). A service ecosystem perspective on building a cultural tourism co-creation platform. In Information and Communication Technologies in Tourism 2024 (pp. 183–194). Springer. https://doi.org/10.1007/978-3-031-58839-6_20
Laksmidewi, D. (2018). Partisipasi pelanggan, anteseden, dan pengaruhnya terhadap kualitas jasa: Perspektif Service-Dominant Logic. Jurnal Manajemen dan Kewirausahaan, 11(2), 1–15.
Latala, F. H. H., Arsana, I. K. S., Gintulangi, S. O., & Endey, N. (2024). Model pengembangan sektor pariwisata berkelanjutan kawasan pesisir Teluk Tomini berbasis kearifan lokal. Innovative: Journal of Social Science Research, 4, 9699–9714.
Lusch, R. F., & Vargo, S. L. (2011). Service-dominant logic: A necessary step. European Journal of Marketing, 45(7), 1298–1309. https://doi.org/10.1108/03090561111137723
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating unique value with customers. Strategy & Leadership, 32(3), 4–9. https://doi.org/10.1108/10878570410699249
Raharja, K. A., & Mahyuni, L. P. (2021). Model pengelolaan bisnis objek wisata berbasis kearifan lokal dan sustainability. Jurnal Muara Ilmu Ekonomi dan Bisnis, 5(2), 433–444. https://doi.org/10.24912/jmieb.v5i2.13229
Rubiyatno, R., Kurniawati, N., & Desiana, R. (2020). Government support and institutional collaboration for sustainable tourism in Indonesia. Jurnal Pariwisata dan Ekonomi Kreatif, 4(1), 45–57.
Thamrin, H., & Kadarudin, K. (2023). Local wisdom in business practices in Indonesia. In Proceedings of the 3rd International Conference on Business Law and Local Wisdom in Tourism (ICBLT 2022) (pp. 590–601). Atlantis Press. https://doi.org/10.2991/978-2-494069-93-0_70
Trianto, A., & Novani, S. (2022). Exploring value co-creation through service design and customer journey mapping in tourism services. International Journal of Service Science, Management, Engineering, and Technology, 13(2), 1–15. https://doi.org/10.4018/IJSSMET.2022040101
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17.
Vargo, S. L., & Lusch, R. F. (2006). Service-dominant logic: Reactions, reflections and refinements. Marketing Theory, 6(3), 281–288. https://doi.org/10.1177/1470593106066781
Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10.
Vargo, S. L., & Lusch, R. F. (2017). Service-dominant logic 2025. International Journal of Research in Marketing, 34(1), 46–67. https://doi.org/10.1016/j.ijresmar.2016.11.001
Vargo, S. L., Wieland, H., & O’Brien, M. (2023). Service-dominant logic as a unifying theoretical framework for the re-institutionalization of the marketing discipline. Journal of Business Research, 164. https://doi.org/10.1016/j.jbusres.2023.113965
Widen, K., Batubara, M. Z., Atem, A., Anam, M. S., Irawansyah, I., & Suprayitno. (2024). Local wisdom-based tourism development model through exploration of Dayak culture. Pakistan Journal of Life and Social Sciences, 22(2), 8448–8461. https://doi.org/10.57239/PJLSS-2024-22.2.00637
Yu, E., & Sangiorgi, D. (2017). Service design as an approach to implement the value co-creation perspective in new service development. Journal of Service Research, 21(1), 40–58. https://doi.org/10.1177/1094670517709356
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Theresia Sinurat, Santi Agustina Manalu
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).
