INTELLECTUAL CAPITAL AND EXPERIENCE INNOVATION AS CATALYSTS FOR VALUE CO-CREATION: EMPIRICAL EVIDENCE FROM MARRIOTT INTERNATIONAL INDONESIA

Abstract

This study examines the role of experience innovation and intellectual capital in driving value co-creation in luxury hospitality, focusing on Marriott International properties in Indonesia. Grounded in Service-Dominant (S-D) Logic, the research explores both direct and indirect relationships, with actor engagement—at individual, dyadic, and network levels—positioned as a mediating construct. A quantitative approach was applied using data from 92 hotel guests who had stayed at Marriott properties within the past year, analyzed through PLS-SEM. The findings indicate that intellectual capital and experience innovation act as the dual engines of Marriott’s value creation, with intellectual capital as the direct value enabler and experience innovation as the engagement stimulus, activating the dyadic bridge in which the guest and the staff co-produce a meaningful stay. These results highlight that a combination of organizational capabilities and direct service interactions drives value co-creation in luxury hotels. Practically, this research provides luxury hospitality managers with an actionable blueprint to elevate guest experiences by simultaneously investing in staff expertise and designing highly interactive, innovative service encounters. By leveraging both organizational capitals and direct guest-staff engagement, hotels can effectively transform standard stays into deeply memorable, co-created value.