Cocreating value with hotel guests in the 'new normal': the case of Spain.

Purpose This paper aims to identify the role of coproduction and value-in-use in the overall hotel experience value, and its effects on cognitive-affective satisfaction and loyalty. The country chosen is Spain, in the context of the 'new normal,' where the increase in tourist flow after the COVID-19 pandemic has been very relevant, setting up the chance to better assess and discuss value creation in a post-pandemic era. Design/methodology/approach The causal model is validated with partial least squares (PLS) in a panel of 405 hotel guests (applying sampling quotas by sex, age and region). Findings The chain of effects is verified with stronger links at the end and with a greater weight of value-in-use compared to coproduction. Hotels' efforts to adapt to the pandemic situation work better if a customized, unique experience is offered and if intensive communication is with and not just to the guest. The role of experience value is key for the cocreation to produce results for satisfaction and loyalty. Originality/value This study contributes to the value creation literature by highlighting the respective roles of coproduction and value-in-use as drivers of the satisfaction−loyalty chain, and by introducing the guest's overall hotel experience value into this chain. This is viewed against the backdrop of the contextual changes that have occurred since 2020 in the Spanish hotel industry. The post-pandemic context 'forces' the client to actively participate. Analysis of the implications of this kind of new cocreation on the overall customer experience is relevant for both tourism scholars and managers.