Monarch butterfly biosphere reserve: antecedent dimensions of loyalty in an environment of co-creation of experiences

Purpose The research collected in this document aims to analyze how experience value (co-creation) and destination image influence the future behavior of visitors to a biosphere reserve, focusing on their behavioral intentions, particularly their likelihood to revisit and recommend the destination. Design/methodology/approach The sample consists of 316 questionnaires obtained from tourists visiting the Monarch Butterfly Biosphere Reserve located in Michoacán (Mexico State). The statistical program SPSS 24 (Statistical Package for the Social Sciences) and IBM SPSS Amos 28 Graphics (confirmatory factor analysis and model estimation) were used for data analysis. Findings The results show that in order to increase and maintain visitor loyalty to the tourist destination, two variables are fundamental: visitor satisfaction and a strong visitor commitment to the destination. Additionally, experience value plays a crucial role in enhancing visitor satisfaction. Research limitations/implications Due to the specific nature of biosphere reserves, the findings should be generalized with caution. The first limitation of this research refers to the specific characteristics of the environment (biosphere reserve), so the conclusions must be extrapolated to other environments with caution. The second limitation refers to the cross-sectional nature of the research. Practical implications Understanding the structure of relationships proposed in the theoretical model will be the basis for developing specific data-driven strategies to improve the tourism experience in this type of destination. Originality/value The novelty lies in analyzing the relationship structure between the co-creation of value and behavioral intentions. The visitor takes an active role in the co-creation of experiences. This study helps bridge a research gap by identifying key factors influencing visitor behavior in biosphere reserves. There is no study in this type of tourist destination (biosphere reserve) that allows for identifying the dimensions that affect visitor behavior. The findings provide valuable insights for destination management and marketing strategies. The results allow, on the one hand, to fill a gap in the literature and, on the other hand, to enrich the literature on the study of experience value, destination image and perceived value of the destination and its relationship with visitors' behavioral intentions.