Tourism Experience Co-Creation, Satisfaction, Loyalty, and Willingness to Pay of Tourists: A Case Study in the Mekong Delta Provinces, Vietnam

Vietnam’s tourism industry is experiencing robust growth and is gradually shifting from a passive travel model to an experiential one, where tourists engage more deeply with travel companies. This study aims to explore the relationships among co-creation of experiences, experience satisfaction, and willingness to pay from the tourist’s perspective. Data were collected from 572 tourists participating in 38 tours across the Mekong Delta region in Vietnam. The analysis was conducted using SmartPLS software and the PLS-SEM model. The findings identify three key drivers of co-creation of experiences: (1) Resources, (2) Participation, and (3) the Tourist’s Role. Co creation of experiences positively influences both tourist satisfaction and loyalty, which in turn enhance tourists’ willingness to pay. Moreover, experience satisfaction and loyalty act as significant mediators in the relationship between co-creation and willingness to pay, reinforcing the practical relevance of the proposed research model. Based on the findings, the study offers managerial implications for tourism businesses to improve operational performance and achieve sustainable development. Specifically, travel companies are encouraged to transition from a "service-only" approach to a strategy of "companionship and co-creation" with tourists.