In the era of connectivity, the development of information and communications technology has immensely changed the way people travel, behave, and appreciate experience. The understanding of online experiential value co-creation remains limited considering the changes in modern travel and tourists. This study followed an eight-step scale development procedure and adopted a mixed-method approach to establish a reliable and valid measurement scale for online experiential value co-creation. By adopting a customer-dominant logic, this study positioned tourists at the center of the quest and explored the experiential value co-created via online social contacts. Results indicated that three distinct values, namely, intrinsic/extrinsic enjoyment, logistics, and efficiency values, were created online during travel. The proposed measurement scale is a pioneering tool for assessing tourists’ experiential value co-creation online. This scale also assists tourism professionals in appraising the effectiveness of different online activities and monitoring the progress toward identifying and creating positive experiential value for tourists.
- Customer-dominant logic
- Efficiency value
- Intrinsic/extrinsic enjoyment value
- Logistics value
- Online experiential value co-creation
ASJC Scopus subject areas