Value co-creation on guests' loyality

Value co-creation is a business strategy that can enhance the performance of modern hospitality firms. However, its adoption and applicability in the hotel industry more so in Kenya remains unexplored. The aim of this research was to establish how value co- creation influences guests’ loyalty in classified vacation hotels in Mombasa County, Kenya. Specifically, the study sought to: find out how dialogue influence guests’ loyalty in classified vacation hotels in Mombasa County, Kenya. The study was guided by the Dialogue, Access, Risk Taking return and Transparency (DART) model of value co-creation. The researcher adopted the embedded mixed method research design involving both quantitative and qualitative surveys. The researcher also adopted pragmatism paradigms and philosophical assumptions. The target population included the general managers and guests in classified vacation hotels in Mombasa County, Kenya. The sampling frame consisted of classified vacation hotels in Mombasa County, Kenya.