Technology-enabled value co-creation strategies to mitigate customer mistreatments in tourism and hospitality

Purpose This study aims to provide actionable insights for tourism and hospitality providers on how emerging technologies can be leveraged to prevent and address customer mistreatment through the lens of technology-enabled value co-creation. Design/methodology/approach Drawing on a previously published systematic review of value co-creation research, the study identifies six key mechanisms through which technology can enhance customer participation, satisfaction and co-created experiences while reducing instances of mistreatment. Findings The study proposes a framework comprising six key domains where technology-enabled value co-creation can be systematically applied to mitigate customer mistreatment. Each domain highlights specific strategies for tourism providers to enhance service delivery, promote positive customer–provider interactions and foster co-created value. Practical implications The framework provides industry practitioners with concrete guidance on integrating emerging technologies such as AI-driven personalization, self-service platforms and digital feedback systems into service processes to proactively reduce customer mistreatment and enhance overall service experience. Originality/value By linking service dominant logic and value co-creation theories with practical technology applications, this study offers a unique approach to addressing customer mistreatment in tourism and hospitality, moving beyond reactive strategies to proactive, co-creative solutions that empower both customers and service providers. This is one of the first studies examining the application of newly emerging technologies in addressing the customer mistreatment issues in the tourism and hospitality sectors.