Understanding customer-centric socialization in tourism services

Co-creating value with customers has been a strategic focus for tourism companies. Grounded on the organizational socialization theory, this study examines framework of customer-centric process providers and how it affects tourists’ co-creation readiness (CCR) behavior (CCB). Through 227 responses, confirms that tourist education positively influences CCB, CCR partially mediates effect. Furthermore, individual difference in personal involvement significantly moderates mediated relationship, wherein high-involvement tourists exhibit lower than low-involvement when tourist-education quality is low. The concludes key to promoting CCB completing tourism.