Although consumers are increasingly collaborating with service providers to create value in the tourism industry, the potential for self-serving bias (i.e., taking credit or deflecting blame onto others) can be detrimental to co-creation. There is a lack of research addressing how such unproductive effects can be reduced from the perspective of consumer autonomy. To bridge this gap, this study investigates the consumer self-serving bias effect and the mitigating role of autonomy within four scenario-based experiments. Our findings reveal that consumers demonstrate self-serving bias when they are involved in the co-creation process. This bias can be significantly reduced when consumers have autonomy of whether and what to co-create. The study also shows that autonomy of with whom to co-create, does not reduce self-serving bias. This study extends the consumer autonomy and value co-creation literature in tourism services and offers practical insights into the effective management of value co-creation.

中文翻译：

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消费者自主权：缓解旅游价值共同创造中的自私偏见的策略


尽管消费者越来越多地与服务提供商合作以在旅游业中创造价值，但潜在的自私偏见（即将功劳或归咎于他人）可能不利于共同创造。目前还缺乏研究如何从消费者自主权的角度来减少这种非生产性影响。为了弥补这一差距，本研究在四个基于场景的实验中调查了消费者的自私偏见效应和自主性的缓解作用。我们的研究结果表明，消费者在参与共同创造过程时表现出自私偏见。当消费者拥有是否共同创造以及共同创造什么的自主权时，这种偏见可以显着减少。研究还表明，与谁共同创造的自主权并不能减少自私偏见。这项研究扩展了旅游服务中消费者自主权和价值共同创造的文献，并为价值共同创造的有效管理提供了实用的见解。