Unveiling the Outcome of the Implementation of Experiential Value Co-Creation on the Behavioral Intention of Online Travelers

Parlagutan Silitonga, Juliana Juliana (), Gilang Puspita Rini and Anastasia Posmaria Setiasiwi Sitohang
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Parlagutan Silitonga: Department of Management, Universitas Asa Indonesia, Jakarta 13620, Indonesia
Juliana Juliana: Department of Hospitality Management, Faculty of Hospitality and Tourism, Universitas Pelita Harapan, Tangerang 15811, Indonesia
Gilang Puspita Rini: Department of Management, Faculty Economics and Business, Universitas Muria Kudus, Kudus 59327, Indonesia
Anastasia Posmaria Setiasiwi Sitohang: Department of Management, Faculty of Economics and Business, Soegijapranata Catholic University, Semarang 50254, Indonesia

Tourism and Hospitality, 2025, vol. 6, issue 3, 1-31

Abstract: Augmented reality has hastened innovators to create things instantly. It has long been understood that the tourism industry is an industry of cultural exchange and visitation seeking experience, satisfaction, and pride. This study aims to increase behavior intention and delight mediating through experiential value co-creation using service-dominant logic theory. This study answers the focused research question by conducting surveys (n = 307) of members of Generation Y in Jakarta and Semarang city. The findings show that experiential value co-creation and delight directly and indirectly have a positively effect on behavior intention in virtual travel. This research offers a new concept, namely experiential value co-creation, to explain the connection between how tourists’ behavior in surfing the internet can influence their behavior intentions. This research certainly has managerial implications which are very useful for increasing behavioral intention, especially in the tourism sector. Tourist attraction managers must pay attention to content that discusses tourist destinations. Complete and accurate information is very useful in increasing the desire to visit tourist locations.

Keywords: experiential value co-creation; behavioral intention online traveler; service-dominant logic; customer delight (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
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