Abstract
Tourist value cocreation behavior (TVCB) plays a crucial role in tourist–tour leader interactions. However, few scholars have explored the consequences of TVCB. The purpose of this study was to investigate the relationship between TVCB and tour leader love and the mediating effect of perceived value on this relationship. Survey data from 264 group package tourists revealed that tourist participation behavior positively affected perceived value, tourist citizenship behavior positively affected perceived value and tour leader love, and perceived value positively affected tour leader love. Furthermore, perceived value mediated the relationship between TVCB and tour leader love. The results of this study enrich value cocreation theories by revealing the importance of TVCB and can be referenced by travel managers who manage tour leaders and customer relationships.
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