Exploring the dynamics of virtual value co-creation in tourism: an analysis of social factors, mindful approach, and technological stress over time

Abstract This research aims to analyze the relationship between social factors (social comparison orientation, loneliness, emotional support, and instrumental support) and the quadratic effects of the mindful approach and technological stress in co-creating virtual value for the tourism sector. Using a dynamic structural equation model, we analyzed data collected from a cohort of 400 tourists who actively participated in virtual tourism services between 2011 and 2022. Using this methodology, we investigate the long-term correlations between different elements and their impact on participants' participation in virtual value co-creation. Our research indicates a distinct correlation between the mindful approach and virtual value co-creation, exhibiting a positive quadratic effect that gradually decreases, implying the necessity of consistent mindfulness practices in the face of technological stress. Interestingly, we also find that technological stress has a positive quadratic role over time. As people become more adept at technology and accustomed to it, its favorable effects on virtual value co-creation diminish. In the current scenario characterized by collaborative innovation and interaction through digital platforms, they are of great importance for companies, especially in adapting to new social dynamics characterized by new technologies. Using the Mindful Approach in the digital context becomes necessary, emphasizing mainly conscious awareness to optimize the level of commitment, increasing the results of interactions. On the other hand, new technologies in value co-creative processes increase concern about technological stresses, especially in exposure to these new environments over time. In this way, achieving more excellent stability between digital interaction and reducing potential stressors becomes a critical business strategy for sustaining collaboration dynamics over time, thus ensuring individuals’ well-being and maximizing the concretion processes’ positive impact at both the individual and social levels.