Value facilitation practices in micro and small enterprises: empirical evidence from the tourism industry

Purpose This study aims to examine the value facilitation practices of tourism-based micro and small enterprises (MSEs), using practice theory as its theoretical framework. Design/methodology/approach A multiple case study approach was used, incorporating ethnographic and netnographic methods. Three tourism-based MSEs in northern Colombia were analyzed over an eight-month period. Findings The findings indicate value facilitation in tourism-based MSEs occurs through six interconnected practices: materializing strategic thinking, connecting with industry stakeholders to strengthen the tourism offer, designing an enjoyable service atmosphere for customers, transferring useful information and knowledge to customers, and customizing and managing customer experiences. The final practice emerges as the linkage among all other practices. The findings expand the understanding of value facilitation as an iterative process that goes beyond the provider-independent sphere due to direct and indirect interactions with customers during service processes. Originality/value This study focuses on value facilitation from the framework of practice theory. The findings expand understanding of the role of MSEs as value facilitators, helping to clarify academic debate concerning the role of service providers in value generation from a service-logic perspective.