The Impact of Tourist Operant Resources on Online Citizenship Behavior in Sustainable Tourism

Ting Liu (), Chun Ma, Jiaqi Xue, Gang Li () and Qiuli Lu
Additional contact information
Ting Liu: School of Management, Shanghai University, Shanghai 200444, China
Chun Ma: School of Management, Shanghai University, Shanghai 200444, China
Jiaqi Xue: School of Business, University of International Business and Economics, Beijing 100029, China
Gang Li: School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou 450046, China
Qiuli Lu: School of Management, Shanghai University, Shanghai 200444, China

Sustainability, 2023, vol. 15, issue 23, 1-18

Abstract: Sustainability has emerged as a critical concern in the tourism industry. In sustainable tourism, the question of how to engage tourists in value co-creation has started to receive attention. Based on service-dominant logic, this paper develops an integrated model to reveal the impact of tourist operant resources on online citizenship behavior from the perspective of interactions between tourists and online travel agencies (OTAs). Empirical research is conducted using data collected from 301 tourists with customized sustainable tourism experiences. The results show that tourist operant resources are positively associated with online citizenship behavior, with the perceived value (functional value and emotional value) playing a partially mediating role in this relationship. Knowledge distance between tourists and OTA service personnel exerts an inverted U-shaped moderating effect on the relationship between tourist operant resources and functional values, but it does not have a moderating effect on the relationship between tourist operant resources and emotional values. Resource integration capability positively moderates the impact of tourist operant resources on functional and emotional values. This study reveals the contingency role of tourist operant resources in the entire value co-creation process in the context of sustainable tourism and provides practical guidance for OTAs to promote tourists’ online citizenship behavior to develop sustainable tourism.

Keywords: sustainable tourism; tourist operant resources; online citizenship behavior; knowledge distance; resource integration capability; value co-creation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/23/16148/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/23/16148/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:23:p:16148-:d:1284336

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().