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Tourists’ green behavior: Co-creation and emotional experience

Abstract
Based on the theory of inseparability nature of service, service dominant logic, and SOR model, this study examined the interactive relationships among tourists’ co-creation of experience, self-esteem, satisfaction with travel experience, quality of life, and green behavior. Using data collected from 493 tourists in China, the results indicated that co-creation of experience directly influenced their self-esteem, satisfaction with travel experience, and green behavior. Besides, the findings found that emotional experience (satisfaction with travel experience, self-esteem, quality of life) partially mediated the relationships between co-creation experience and green behavior. Finally, co-creation affected tourists’ green behavior through the chain mediating role of self-esteem, satisfaction with travel experience, and quality of life. Theoretical and practical implications were discussed as well.
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