This paper examines employee and customer self-determination to co-creation or co-destruct value in a destination resort context. Online respondents (N=240) were equally assigned to perform either front-line employee or customer roles in value co-creation interaction scenarios. PLS-SEM analysis revealed that extrinsic motivation either had no significant impact on co-created value appraisal for customers, marginal positive effect for employees and negative effect on perceived value justification for customers, leading to co-destruction of value. Intrinsic and identified extrinsic motivation positively affected both co-created value and perceived value appraisals. Value justification mediated self-determination motivation and personal outcomes operationalized as wellbeing; collaborative – satisfaction with the provider, and organizational outcomes, operationalized as service advantage. Grounded in service-dominant logic, findings support the intrinsic and operant nature of value co-creation and extend self-determination theory.