The impact of sustainable tourism experiential value on customer value co-creation behavior

In the contemporary tourism environment, customers have transitioned from passive consumers to active partners who increasingly engage in value creation processes through interactions, knowledge sharing, and feedback provision. Grounded in the Service-Dominant Logic and the Theory of Planned Behavior, this research examines the role of experiential value in shaping tourists’ attitudes and their subsequent value co-creation behaviors within the context of sustainable tourism in Vietnam. A survey involving 406 tourists who participated in sustainable tourism activities within the past 6 months was conducted. Covariance-based Structural Equation Modeling was employed to assess the measurement and structural models. The findings indicate that experiential value within the sustainable tourism context comprises four dimensions: sensory experience, affective experience, behavioral experience, and intellectual experience. All four experiential dimensions positively influence the components of value co-creation attitudes, including interaction attitude, knowledge sharing attitude, and responsive attitude. Subsequently, these attitudes significantly enhance value co-creation behaviors, namely participation behavior and citizenship behavior. This study contributes theoretically by extending the understanding of tourism experiences and value co-creation behaviors, while providing practical implications for destination managers to design multidimensional experiential activities aimed at fostering active visitor engagement in sustainable tourism development.