Co-creation experience and tourists’ citizenship behavior: challenges of Indonesian ecotourism sector during post-pandemic era

Abstract

Purpose This study aims to highlight the influence of co-creation experience (CCE) on tourists’ citizenship behavior (TCB), emphasizing the Indonesian ecotourism sector during the post-COVID pandemic. Design/methodology/approach By using a judgmental sampling, data were collected from 150 visitors who visits Indonesian ecotourism resort and acquired the wildlife experience through co-creation process. To evaluate the relationship model, partial least squares-structural equation modeling by SmartPLS 3rd version was used in this study. Findings The result indicated that CCE in terms of Indonesian ecotourism had an effect on involvement (INV) and satisfaction (SAT). Result ascertain INV and SAT direct effect on TCB. Multigroup analysis indicated that perceived risk of COVID-19 could moderate insignificantly the relationship among INV, SAT on TCB. Research limitations/implications This study focuses on CCE, INV, SAT and TCB in Indonesian ecotourism with wildlife attraction and contributes an insight for tourism research; thus, the results cannot be generalized for other ecotourism worldwide. Practical implications The proposed model of this study suggests the need to review the current condition of citizenship behavior at destination level, especially regarding to cleanliness and crowd controlling on post-COVID pandemic to maintain tourists’ health and safety while traveling. Social implications Achieving TCB in different types of destination (ecotourism) requires specific development models concerning environmental conditions. Originality/value Though CCE, INV, SAT and TCB have identified as main topics for tourism research especially in ecotourism sector, the related factors of TCB in post-COVID-19 era are remain limited.