Abstract
This study aims to identify the role of integrated resort customers' value co-creation attitude on their co-creation behavior by applying service-dominant logic in the integrated resort setting. The proposed model is tested using data collected from five integrated resort sites in Croatia. Partial least squares structural equation modeling is used to explore the relative impact of multidimensional value co-creation attitude, including interaction, knowledge sharing, and responsive attitudes, on customers' co-creation behavior (i.e. participation and citizenship behavior) toward integrated resorts. Findings suggest that customers' interaction and responsive attitudes positively influence their future behavioral intention. In addition, customers' participation behavior significantly and positively mediates the relationship between their responsive attitude and citizenship behavior. Given the importance of understanding and managing customers’ experience, findings are also beneficial for academic researchers and integrated resort service providers.
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