Understanding value in residents’ experiences and its impact on life satisfaction and value co-creation: empirical evidence from Jiuzhai Valley, China

Abstract

ABSTRACT This study furnishes a value-oriented paradigm, illustrating the impact of perceived value of tourism-induced change on life satisfaction and value co-creation. Adopting PLS-SEM to analyze data from 535 residents of Jiuzhai Valley, this study reveals that material perceived values (economic and functional) influence life satisfaction; non-material perceived values (social and cultural) have stronger impacts on value co-creation than material perceived values; material perceived value influence value co-creation through the mediation of life satisfaction. This study enriches the literature by integrating personal value judgments with social representation theory to assess how intrinsic values-determined perceived value influences residents’ extra-role value co-creation.