ALT NEW AGEING PAPER JUST PUBLISHED - FREE ACCESS FOR 50 DAYS Fan, X., Buhalis, D., Tsai, Y.R, 2026, Senior customer value co-creation: Transforming social contact to social inclusion and subjective well-being, International Journal of Hospitality Management Volume 137, August 2026, 104671 https://doi.org/10.1016/j.ijhm.2026.104671 Abstract: Participating in hospitality services can enhance older customers’ experience, however, what constitutes older customers’ values co-created through social contact in services and how these values could influence their social inclusion and well-being remain unexplored. A mixed methods approach with three studies established multidimensional measurements of senior customers’ value co-creation, namely, utilitarian, social and service aspects. Studies also illustrated that social contact positively related to all three aspects of value co-creation. Service value and social value, along with social inclusion, sequentially mediated the effect of social con