Firm Innovativeness and the Mediating Role of Online Co-Creation and Tourist Satisfaction: A Pathway to eWOM
Keinovatifan Firma dan Peranan Pengantara Penciptaan Bersama Dalam Talian dan Kepuasan Pelancong: Satu Laluan ke eWOM

Faculty of Business, Economics and Social Development
Universiti Malaysia Terengganu
Terengganu 21030, MALAYSIA.

muhammadzeeshanumt@hotmail.com

Faculty of Business, Economics and Social Development
Universiti Malaysia Terengganu
Terengganu 21030, MALAYSIA.

siti.falindah@umt.edu.my

Faculty of Business, Economics and Social Development
Universiti Malaysia Terengganu
Terengganu 21030, MALAYSIA.

fathila.ismail@hotmail.com

Othman Yeop Abdullah Graduate School of Business
Universiti Utara Malaysia
Kuala Lumpur 50300, MALAYSIA.

syahida.abdullah@uum.edu.my

Abstract

Digitalization fuels firm innovativeness, meeting tourist expectations through online co-creation. This study investigates the impact of online co-creation on tourist satisfaction and electronic word-of-mouth (eWOM) within the travel agency sector. Additionally, the study examined the mediating roles of tourist participation in online co-creation between firm innovativeness and satisfaction. The mediating role of satisfaction between tourist participation behavior and eWOM was also examined. Data were collected from 316 domestic tourists of Pakistan. This study found a positive link between firm innovativeness and tourist participation in online co-creation, resulting in tourist satisfaction. Furthermore, tourist satisfaction with the online co-creation process positively influenced eWOM about travel agencies. The mediating role of tourist participation in online co-creation with firm innovativeness and tourist satisfaction is confirmed. The mediating role of tourist satisfaction in the relationship between tourist participation in online co-creation and eWOM is also established. This study offered originality by testing and confirming the determinants and outcomes of online co-creation within a single framework. Specifically, it identified firm innovativeness as a firm-related determinant for online co-creation and eWOM as an outcome for firms, achieved when tourists are satisfied with their online co-creation experience.

Keywords

Co-creation; digitalization; eWOM; innovativeness; online co-creation; satisfaction
https://doi.org/10.17576/pengurusan-2025-75-10

Citation

Zeeshan, M., Padlee, S. F., Ismail, F., & Abdullah, S. (2025). Firm Innovativeness and the Mediating Role of Online Co-Creation and Tourist Satisfaction: A Pathway to eWOM. Jurnal Pengurusan, 75, –. https://doi.org/10.17576/pengurusan-2025-75-10

@article{zeeshan2025firm,
  title={Firm Innovativeness and the Mediating Role of Online Co-Creation and Tourist Satisfaction: A Pathway to eWOM},
  author={Zeeshan, Muhammad and Padlee, Siti Falindah and Ismail, Fathilah and Abdullah, Syahida},
  journal={Jurnal Pengurusan},
 

volume={75},
  number={},
  pages={—},
  year={2025},
  doi={https://doi.org/10.17576/pengurusan-2025-75-10},
  publisher={Penerbit UKM},
}

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75 (2025) –

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