Abstract
The concept of value co-creation brings about changes in tourists’ roles from value receivers to producers. Most existing studies take value co-creation behavior as a single dimension, ignoring the role switching of tourists. Starting from the precise constitution of value co-creation behavior, this paper, utilizing the method of structural equation modeling (SEM), discusses the mechanism of the effects of tourist participation behavior and citizenship behavior on destination loyalty through each sub-dimension of perceived value. The results showed the following: (1) The participation behavior (in-role) and citizenship behavior (extra-role) of tourists affect different value dimensions. (2) The value co-created by tourists presents a hierarchical state from the primary to the higher level. Among the types of value, novelty and social value belong to the primary level while quality, economic, knowledge, and emotional value belong to the higher level. (3) Destination loyalty is driven not only by tourist behavior (in-role) but also by citizenship behavior (extra-role). Based on the perspective of role switching, this paper establishes the theoretical framework of role switching in the era of value co-creation and proposes some strategic suggestions for marketing transformation.
Highlights
Current studies have focused on the antecedents and consequences of value co-creation behavior [1,7] and how and why customers engage in the value co-creation process [5]
The participation of tourists in this kind of in-role behavior mainly affects novelty value and social value, which shows that tourists’ main motivation is to seek something novel in this experiential consumption of travel activities when they are in the role of tourists [87,88,89] and experience the symbolic value of social status brought about by the higher-level consumption after meeting the basic needs of life and the group identity created through social sharing [90,91,92]
This study explores how tourist participation behaviors and tourist citizenship behaviors in value co-creation activities can affect destination loyalty through the mediating role of perceived value
Summary
Publisher’s Note: MDPI stays neutral with regard to jurisdictional claims in published maps and institutional affiliations. In the highly interactive tourism industry, tourists are important partners and allies of destinations. Value can be generated from the interactions between tourism service providers and tourists [1]. Unique or tailored visitor experiences can be designed in the process of value co-creation, leading to higher loyalty [2,3]. More attention has been given to value co-creation behavior in tourism activities [4,5,6]. Current studies have focused on the antecedents and consequences of value co-creation behavior [1,7] and how and why customers engage in the value co-creation process [5]
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