Motivational Antecedents, Value Co-Creation Process, and Behavioral Consequences in Participatory Sport Tourism

Xiaowei Jiang, Andrew Kim, Kyungyeol (Anthony) Kim, Qian Yang, Jerónimo García-Fernández and James J. Zhang
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Xiaowei Jiang: School of Economics and Management, Shanghai University of Sport, Shanghai 200438, China
Andrew Kim: Department of Kinesiology, University of Georgia, Athens, GA 30602, USA
Kyungyeol (Anthony) Kim: Department of Kinesiology and Sport Department, University of Southern Indiana, Evansville, IN 47712, USA
Qian Yang: School of Economics and Management, Shanghai University of Sport, Shanghai 200438, China
Jerónimo García-Fernández: Management and Innovation in Sports, Leisure and Recreation Services, University of Sevilla, 41013 Seville, Spain
James J. Zhang: Department of Kinesiology, University of Georgia, Athens, GA 30602, USA

Sustainability, 2021, vol. 13, issue 17, 1-16

Abstract: This study was designed to examine the structural relationships among tourists’ participation motivations, the value co-creation process (VCCP), and value co-creation behavior (VCCB) in terms of in-role and extra-role contributions. Based on a comprehensive review of literature, participation motivations were measured with four constructs, including need for uniqueness, need for self-control, need for social interaction, and need for leisure and entertainment. Research participants ( N = 445) who had participated in two or more marathon events in China were recruited to respond to an on-site or online survey. Conducting structural equation modeling analyses, three motivational factors of need for uniqueness, need for social interaction, and need for leisure and entertainment were found to exert significant ( p < 0.05) and positive impact on VCCP, which in turn had significant ( p < 0.05) influence on in-role and extra-role contributions associated with VCCB. Discussions are centered on promoting specific areas of participants’ motivations in an effort to empower and energize the process of value co-creation and to ultimately activate and sustain participants’ in-role and extra-role behaviors.

Keywords: sport tourism; participation motivations; value co-creation; value co-creation behavior; participatory sport (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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