Author Bios (50 Words for each Author)

Jiahui Wang is a 3-rd year graduate student in Tourism Management at Shandong University, China. Her research interests include quality of life and social-cultural impacts of tourism.

Guangxin Song is a first year graduate student in Tourism Management at Shandong University, China. His research interests include social tourism.

Dr. Sujie Wang is an associate Professor of Tourism Management, Shandong University (China). Her research interests focus on quality of life, social-cultural impacts of tourism and destination images.

Dr. Emily Ma is an Associate Professor at the Department of Hospitality & Tourism Management, the University of Massachusetts Amherst, USA. Her research area includes organizational behaviour and customer experience management.

Xinke Wang is a second year graduate student in Tourism Management at Shandong University, China. Her research interests include red tourism and quality of life

Abstract (150 Words)

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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Tourists’ green behavior: Co-creation and emotional experience

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.