The effects of online and face-to-face experiential value co-creation on tourists' wellbeing

As the rapid and sustained development of the information communication technology (ICT),tourists can be constantly connected with their original environment. ICT has changed the travel experience which may further influence their satisfactions and wellbeing. The aim of this study is to investigate the impact of online and face-to-face experiential value co-creation onthe wellbeing of tourists by using a mixed-methods approach. After introducing scales developed by interviews into a PLS-SEM model, this study reveals that both online and face-to-face experiential value co-creation has positive impact on satisfaction and wellbeing. The trade-off between the two types of co-creations is not significant.