FairBnB coop for sustainable tourism: A netnographic analysis of values within collective value co-creation process

The paper focuses on searching for those values that lead the collective value co-creation process for a sustainable tourism management. The setting of the research is FairBnb, which is considered a representative business context, since it is a cooperative digital platform. Theoretically, the study integrates two growing streams of research – Consumer Culture Theory and Service-Dominant Logic. Whereas SDL provides a framework for conceptualising the way in which market-related experiences are co-created through the interactions among multiple actors, CCT research offers a more in-depth understanding of the social and cultural aspects of service experience. As methodology, Netnography is used and it is carried out by analysing comments collected from "Fairbnb.coop group" on Facebook, in which both guests and hosts have reported their own service experience. The findings reveal that different values are involved both for guests and hosts into the value co-creation process in FairBnb ecosystem. Moreover, it is observed that only when they are institutionalized, a collective value co-creation process emerges. The institutionalization of values allows to integrate them as operant resources that bring to a new culture of hospitality, able to reinforce the sustainable tourism. Finally, an inductive framework is conceptualized, able to support an all-encompassing collective value co-creation process for the sustainable management of tourism and hospitality.