When Service Customization in Tourism Backfires: Exploring the Value Restoration Mechanism to Prevent Value Codestruction

Lishan Xie, Xin Liu, Dongmei Li & Xinhua Guan
Although service customization is widely adopted in the tourism industry to cater to the heterogeneous needs of customers, the high interaction in customization often results in a value decrease for the service provider and tourists (i.e., value codestruction). However, the literature has not fully explored the restoration process when value codestruction occurs during the consumption stage of customized tourism. Based on conservation of resources theory, this study identified a systematic value restoration framework by investigating...
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