Abstract
This study draws on the premise of value-in-the-experience (VALEX), axiology, and situated cognition to investigate how value is contextualized within a broader social system that is manifested through the service environment where the shopping experience occurs. A cross-level framework is proposed to examine how shopping value is embedded within the broader setting. Findings reveal that the broader shopping environment is a facilitator of the value–experience process when tourists are seeking hedonic value, while it is a disabler when they are seeking utilitarian value. This inquiry opens a new avenue of research in shopping tourism, with a focus on a more complex dynamic of value-in-context based on situated cognition.
Original language | English |
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Pages (from-to) | 549-563 |
Number of pages | 15 |
Journal | Journal of Hospitality and Tourism Research |
Volume | 48 |
Issue number | 3 |
Early online date | 11 Jul 2022 |
DOIs | |
Publication status | Published - Mar 2024 |
Keywords
- multilevel
- service environment
- tourism shopping
- travel value
- value in the experience
ASJC Scopus subject areas
- Education
- Tourism, Leisure and Hospitality Management