Natural heritage tourism: Does co-creation matter?

A co-authored research article by CTR Visiting Fellow, Dr. Baily Ashton Adie was published in Journal of Ecotourism.

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Title

Natural heritage tourism: Does co-creation matter?

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Authors

Bailey Ashton Adie, Center for Tourism Research, Wakayama University, Wakayama, Japan

Babak Taheri, Nottingham Business School, Nottingham Trent University, Nottingham, UK

Martin Gannon,?The University of Edinburgh Business School, University of Edinburgh, Edinburgh, UK

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Source

Journal of Ecotourism, 2022
https://doi.org/10.1080/14724049.2022.2079651

*Scopus Indexed Journal
https://www.scopus.com/sourceid/14809

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Abstract

Using a mixed-methods approach, this study investigates value co-creation within the context of natural heritage tourism. It focuses on those visiting the largest lake-water cave in the world: Alisadr, Iran. Semi-structured interviews (n?=?22) were conducted to explore visitor experiences, complemented by a face-to-face questionnaire (n?=?850) investigating the relationships among perceptions of value co-creation, leisure involvement, perceived experience value, satisfaction, and braggart word-of-mouth. The findings demonstrate that perceived value co-creation, leisure involvement, and perceived experience value influence visitor satisfaction and braggart word-of-mouth, with theoretical and managerial implications provided by way of conclusion

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Keywords

Natural heritage, value co-creation, customer satisfaction, word-of-mouth, leisure experience