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The purpose of the study is to examine the effect of value co-destruction on customer citizenship and negative electronic word of mouth (e-WOM) behaviors. In addition, the study aims to determine the mediating role of tourist citizenship between value co-destruction and negative e-WOM behaviors.

By using a convenience sampling method, data were collected from 704 customers, who purchased their touristic products through co-creation. The exploratory and confirmatory factor analyses were applied to the data obtained to determine the factors that make up the dimensions in the research model. The partial least squares-structural equation modeling (PLS-SEM) was used to evaluate the relationship in the research model proposed in the study.

The results of the study indicated that value co-destruction had an effect on customer citizenship behavior and negative e-WOM. While the helping behavior of customer citizenship had an effect on negative e-WOM, the advocacy behavior of customer citizenship had no effect on negative e-WOM. However, this study found only an indirect mediation effect of helping behavior in the relationship between value co-destruction and negative e-WOM.

The research examined the antecedent behaviors that cause value co-destruction and the effects of these behaviors on the outcomes of the holiday experience. This information then was combined in a model and evaluated in a holistic framework. Theoretically, the research helps us understand the impact of value co-destruction behavior on citizenship behavior and on tourists’ negative e-WOM tendency. The research examines value co-destruction behavior and its effect on holiday-experience outcomes simultaneously.

The research provides a framework that tourism enterprises can use to produce and offer value-attributing services for their customers and to manage dysfunctional and disruptive business processes and behaviors to reduce value co-destruction. The research also provides a new way for practitioners in the tourism sector to understand and generalize the behavioral changes of tourists caused by value co-destruction during and after their experience.

The paper contributes to an understanding of value co-destruction antecedents and outputs from the customer perspective. Further, the research provides information to tourism businesses to effectively and efficiently manage the value co-creation process and prevent value co-destruction. The findings of the study will provide useful suggestions that will contribute to researchers and sectoral representatives.

价值共毁和负面的电子口碑行为：游客公民身份的中介作用

摘要

本论文研究价值共毁对于顾客公民行为和负面网络口碑行为的影响。此外, 本论文还将指明游客公民行为在价值共毁与负面网络口碑行为的中介作用。

本论文采用便利抽样法, 研究样本为704名顾客, 他们曾通过价值共创过程来购买旅游产品。本论文使用了探索性数据分析和验证性数据分析法, 以分析研究模型中的各种变量和维度。通过偏最小平方-方程结构模型(PLS-SEM)数据分析, 本论文验证了研究模型中的各种假设变量关系。

本论文研究结果表明, 价值共毁对顾客公民行为和负面网络口碑行为有显着影响。顾客公民行为中的帮助行为对负面网络口碑行为有显着影响, 然而, 顾客公民行为中的拥护行为并未对负面口碑传播行为有显着影响。此外, 本论文发现了一条中介因子的间接效应：帮助行为对于价值共毁和负面网络口碑行为之间的中介效应。

本论文从顾客角度, 解释了价值共毁的前因后果。此外, 本论文研究结果建议旅游业如何有效率和效能地管理价值共创过程, 防止价值共毁情况出现。本论文研究结果还为其他研究学者和行业代表提供了有用的建议。

本论文研究了价值共创的影响因素, 以及其对于度假体验的影响。本论文创立了一个整体研究模型, 概括了价值共创的前因后果, 并且提供了模型实证结果。理论上, 本论文帮助认知了价值共毁行为对于公民行为和游客负面网络口碑意愿的影响。本论文研究了价值共毁行为, 以及同时其对于度假体验的影响。

本论文中的模型可作为商业模型, 供旅游企业使用, 以向其顾客提供高价值服务, 同时能够管理失效和破坏性的商业服务流程和行为, 以减少价值共毁。本论文还为旅游行业人士提供了一条新思路, 以了解和总结在旅游度假中和度假后的价值共毁所造成的游客行为的种种改变。

本论文有几项限制以供未来研究考虑。本论文的样本为曾通过价值共创以购买旅游体验的顾客。因此, 本论文结果可能无法适用于其他类型的游客。本论文还只从需求方面来研究价值共毁。此外, 本论文提供了一些初级验证结果, 解释了旅游业中的价值共毁行为的前因后果, 未来研究应该拓展这个研究, 加入其他因素, 管理价值共毁和价值共毁的后果, 避免企业受到价值共毁的影响。

Co-destrucción de valor y comportamiento negativo de e-wom: el papel mediador de la ciudadanía de los turistas

Resumen

La investigación ha examinado el efecto de la destrucción conjunta de valor en la ciudadanía del cliente y en los comportamientos negativos de e-WOM. Además, la investigación tuvo como objetivo determinar el papel mediador de la ciudadanía turística entre la co-destrucción de valor y los comportamientos negativos de e-WOM.

Utilizando un método de muestreo por conveniencia, se recopilaron datos de 704 clientes que compraron sus productos turísticos a través de un proceso de cocreación. Se aplicaron análisis factoriales exploratorios y confirmatorios a los datos para determinar los factores que componen las dimensiones en el modelo de investigación. Se utilizó el modelo de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM) para evaluar la relación en el modelo de investigación propuesto en la investigación.

Los resultados de la investigación indicaron que la co-destrucción de valor afectó el comportamiento de ciudadanía del cliente y el e-WOM negativo. Mientras que el comportamiento de ayuda de la ciudadanía del cliente afectó al e-WOM negativo, el comportamiento de defensa de la ciudadanía del cliente no afectó al e-WOM negativo. La investigación, sin embargo, encontró un efecto de mediación solo indirecto: un comportamiento de ayuda en la relación entre la co-destrucción de valor y el e-WOM negativo.

El documento ayuda a explicar los antecedentes y los resultados de la co-destrucción de valor desde la perspectiva del cliente. Además, su información puede permitir a las empresas turísticas gestionar de forma eficaz y eficiente el proceso de creación conjunta de valor y evitar la destrucción conjunta de valor. Los datos de la investigación también proporcionarán sugerencias útiles a otros investigadores y representantes del sector.

La investigación ha examinado los comportamientos antecedentes que causan la destrucción conjunta de valores y los efectos de estos comportamientos en los resultados de la experiencia vacacional. Esta información luego se combinó en un modelo y se evaluó en un marco holístico. Teóricamente, la investigación nos ayuda a comprender el impacto del comportamiento de co-destrucción de valor en el comportamiento de la ciudadanía y en la tendencia negativa de e-WOM de los turistas. La investigación examina el comportamiento de co-destrucción de valor y su efecto en los resultados de la experiencia vacacional simultáneamente.

La investigación proporciona un marco que las empresas turísticas pueden usar para producir y ofrecer servicios que atribuyan valor a sus clientes y para gestionar procesos y comportamientos comerciales disfuncionales y disruptivos para reducir la co-destrucción de valor. La investigación también proporciona una nueva forma para que los profesionales del sector turístico comprendan y generalicen los cambios de comportamiento de los turistas causados por la destrucción conjunta de valor durante y después de su experiencia.

Esta investigación tiene varias limitaciones que podrían sugerir direcciones para investigaciones futuras. Se seleccionó como escenario de investigación a los clientes que compran experiencias turísticas a través de un proceso de co-creación. Por esta razón, los resultados de esta investigación podrían no aplicarse a otros turistas. Esta investigación también examinó la co-destrucción de valor solo desde el lado de la demanda. Además, la investigación proporcionó evidencia preliminar sobre las premisas y los resultados de los comportamientos de co-destrucción de valor en el contexto del turismo. Además, la investigación futura podría intentar ampliar el presente trabajo mediante la identificación de factores adicionales que pueden gestionar la destrucción conjunta de valor y otros resultados de la destrucción conjunta de valor para las empresas.

This study aims to highlight the influence of co-creation experience (CCE) on tourists’ citizenship behavior (TCB), emphasizing the Indonesian ecotourism sector during the post-COVID pandemic.

By using a judgmental sampling, data were collected from 150 visitors who visits Indonesian ecotourism resort and acquired the wildlife experience through co-creation process. To evaluate the relationship model, partial least squares-structural equation modeling by SmartPLS 3rd version was used in this study.

The result indicated that CCE in terms of Indonesian ecotourism had an effect on involvement (INV) and satisfaction (SAT). Result ascertain INV and SAT direct effect on TCB. Multigroup analysis indicated that perceived risk of COVID-19 could moderate insignificantly the relationship among INV, SAT on TCB.

This study focuses on CCE, INV, SAT and TCB in Indonesian ecotourism with wildlife attraction and contributes an insight for tourism research; thus, the results cannot be generalized for other ecotourism worldwide.

The proposed model of this study suggests the need to review the current condition of citizenship behavior at destination level, especially regarding to cleanliness and crowd controlling on post-COVID pandemic to maintain tourists’ health and safety while traveling.

Achieving TCB in different types of destination (ecotourism) requires specific development models concerning environmental conditions.

Though CCE, INV, SAT and TCB have identified as main topics for tourism research especially in ecotourism sector, the related factors of TCB in post-COVID-19 era are remain limited.

本研究旨在强调共创体验（CCE）对游客公民行为（TCB）的影响, 重点是后疫情期间印尼生态旅游中的游客公民行为（TCB）。

通过判断抽样, 从访问印尼生态旅游胜地的 150 名游客收集了数据, 并通过共创过程获得了其野生动物体验。 为了评估关系模型, 本研究使用了 SmartPLS 第三版的偏最小二乘结构方程建模 (PLS-SEM)。

结果表明, 印尼生态旅游的 CCE 对参与度（INV）和满意度（SAT）有影响。 结果确定了INV和SAT对TCB的直接影响。 多组分析表明, covid-19 的感知风险对 INV 和 SAT 与 TCB 的关系影响不大。 本研究还描述了中介作用。

该研究重点关注印尼生态旅游中野生动物吸引力的CCE、INV、SAT, TCB, 为旅游研究提供见解; 因此, 研究结果不能推广到全世界其他生态旅游。

该研究提出的模型表明, 有必要审查目的地层面公民行为的现状, 特别是在新冠大流行后的卫生和人群控制方面, 以维护游客在旅行时的健康和安全。

在不同类型的目的地（生态旅游）中实现游客的公民行为需要针对不同的环境条件而选择开发模式。

尽管 CCE、INV、SAT 和 TCB 是旅游研究中, 特别是在生态旅游领域的重点研究对象, 但在后疫情旅游过程中, 其与目的地公民行为相关的因素研究仍然有限。

Este estudio pretende poner de relieve la influencia de la experiencia de cocreación (CCE) en el comportamiento ciudadano de los turistas (TCB) haciendo hincapié en el sector del ecoturismo indonesio durante el periodo post-pandémico de la COVID-19.

Mediante el uso de un muestreo de juicio, se recopilaron datos de 150 visitantes que visitaron un centro de ecoturismo en Indonesia y adquirieron la experiencia de la vida silvestre a través del proceso de co-creación. Para evaluar el modelo de relación, en este estudio se utilizó el modelo de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM) de SmartPLS 3.^a versión.

El resultado indicó que la CCE en términos de ecoturismo indonesio tuvo un efecto sobre la implicación (INV) y la satisfacción (SAT). El resultado determinó que INV y SAT tienen un efecto directo sobre el TCB. El análisis multigrupo indicó que el riesgo percibido del covid-19 modera de forma insignificante la relación INV y SAT con el TCB. Papel mediador también descrito en este estudio.

el estudio se centra en CCE, INV, SAT, TCB en el ecoturismo indonesio con atracción de vida silvestre y aporta información para la investigación turística; por lo tanto, los resultados no pueden generalizarse para otros ecoturismos en todo el mundo.

el modelo propuesto en el estudio sugiere la necesidad de revisar la condición actual del comportamiento ciudadano a nivel de destino, especialmente en lo relativo a la limpieza y el control de multitudes en la etapa poscovid para mantener la salud y la seguridad de los turistas durante el viaje

lograr un comportamiento ciudadano de los turistas en diferentes tipos de destino (ecoturismo) requiere modelos de desarrollo específicos en relación con las condiciones ambientales.

aunque CCE, INV, SAT y TCB se identifican como una prioridad para la investigación turística, especialmente en el sector del ecoturismo, los factores relacionados en el curso del turismo post-covid-19 que se relacionan con la ciudadanía a nivel de destino siguen siendo limitados.

Environmental issues have triggered the need for sustainable behavior around the globe. The tourism industry’s rapid growth also contributes to environmental degradation through natural resource depletion and excess water and energy utilization. Based on social identity theory, this study aims to assess the impact of environmental corporate social responsibility initiatives on green customers’ citizenship behavior. Furthermore, the study assesses the mediating effects of green trust, customer–company identification and green image.

This study is a quantitative approach, and purposive sampling technique was used to collect the data from the hotels’ customers from northern areas of Pakistan. This study used partial least square-structural equation modeling to analyze the data of 426 customers.

The study’s findings show that environmental corporate social responsibility initiatives significantly impact green customers’ citizenship behavior, green trust, customer–company identification and green corporate image. However, the relationship between green corporate image and green customers’ citizenship behavior was insignificant. Furthermore, the study’s results revealed that green trust and customer–company identification partially mediate between environmental corporate social responsibility initiatives and green customers’ citizenship behavior.

The findings suggest that hotels’ environmental corporate social responsibility initiatives improve green customer citizenship behavior, green trust and enhance customer–company identification. Therefore, hotel industry managers should consider reinforcing existing environmental corporate social responsibility initiatives and make further efforts to highlight the importance of such initiatives for environmental sustainability, which ultimately affects customers’ green customer citizenship behavior.

This research developed a novel framework to understand green customers’ citizenship behavior in the tourism industry. It extended the literature on environmental corporate social responsibility initiatives and green customers’ citizenship behavior. In addition, the research adds value by confirming the significant direct and mediating role of customer–company identification in tourism industry context.

This study aims to explore customer personality traits as an antecedent of customer citizenship behaviour which positively facilitates service providers.

This study follows the positivism research paradigm. Hence, primary data were collected from 250 homestay visitors who stayed at five selected homestays located at Mirissa homestay zone, Sri Lanka.

The present study's findings reveal that “agreeableness,” “extraversion” and “conscientiousness” personality traits promote customer citizenship behaviour. Furthermore, the openness to “experience” trait identified to have a statistically insignificant relationship with CCB and neuroticism recorded a positive impact on the relationship between CCB and personality, contrary to the existing literature.

This study comprehensively explains how service providers should arrange their service facilities to increase customer willingness to perform citizenship behaviour, which helps develop their services.

Previous research has investigated that customer personality in terms of prosocial and proactive nature impacts CCBs. In contrast, the effect of Big Five personality traits on CCB is highlighted in this study.

This study proposes a model that influences customer citizenship behavior during COVID-19, and empirically tests the effects of fast-food restaurant customers' perceptions of justice (price and procedural justice) on trust; trust on satisfaction and loyalty; and trust, satisfaction and loyalty on customer citizenship behavior. Furthermore, it was questioned whether there was a disparity between customer expectations based on the restaurant's image and consumption experience.

The data were gathered from customers of fast-food restaurants in the shopping centers in Turkey. The data set, which included 437 valid questionnaires, was subjected to CFA for validity and reliability, SEM analysis for hypothesis and paired sample t-Tests for the research questions.

The findings of the study indicate that perceived justice affects customer trust, which, consequently, affects customer loyalty and satisfaction during the COVID-19 period. Findings also demonstrate that, while customer loyalty and trust increase customer citizenship behavior, customer satisfaction alone is insufficient to increase customer citizenship behavior. The study also shows that during the COVID-19 period, fast-food restaurants should have raised awareness of employees’ fair behaviors toward the customers and provided additional services to differentiate themselves in the market. Also, it indicates that customer expectations related to price, cleanliness and professional appearance of staff are not met after taking service.

No research has been found in the literature focusing on the expectations, justice, trust, satisfaction, loyalty and citizenship behaviors of fast-food restaurant customers in the COVID-19 pandemic process. Therefore, the results can fill the gap in relevant literature by testing the relationships between justice, trust, satisfaction, loyalty and citizenship during the pandemic and provide inferences for fast-food business owners.

Consumer co-creation is a relational process through which consumers’ experiences, resources and knowledge are exchanged. This study aims to investigate the indirect effects of social capital on consumer co-creation behaviors, especially citizenship behaviors, through psychological ownership.

A survey was designed to measure social network, trust and shared vision, psychological ownership and citizenship behaviors; it was completed by 527 users of the Ctrip. Using data from the survey, a PLS model was constructed to depict the relationships between the key variables.

The results showed psychological ownership mediated the relationship between social capital and citizenship behaviors. Specifically, the chain-mediating effects of social capital dimensions (i.e. social network, shared vision and trust) on citizenship behaviors through psychological ownership were validated.

The rise of social media as a platform for consumer co-creation calls for a fundamental rethinking of traditional approaches to collaboration between companies and consumers. This study offers several suggestions for tourism companies to better engage with consumers on social media platforms.

This study extends current research by introducing social capital theory as a theoretical foundation for exploring tourism social media and determining the mediating role of psychological ownership between social capital and citizenship behaviors.

Building on stimulus organism response theory, the current study examines the influence of pickup service quality of buy online, pickup in-store (BOPIS) service on the BOPIS users' satisfaction, trust and commitment, subsequently leading to customer citizenship behavior (CCB). It examines the proposed relationships against boundary conditions, product categories and gender.

The research is descriptive, quantitative and cross-sectional investigation. It was conducted using data collected from 401 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Partial Least Squares-Multi-group analysis (PLS-MGA).

The results indicate that pickup service quality in BOPIS positively impacts all the dimensions of relationship quality of the BOPIS users. Satisfaction and commitment directly affect CCB. However, trust impacts CCB indirectly through commitment. The moderating effect of the product category purchased and gender on specified relationships was tested. Results revealed the impact of pickup service quality on BOPIS users' trust and commitment differed across product categories. More impact was seen among users who purchased shopping and specialty goods. The study also found that trust-driven citizenship behavior was seen more among female BOPIS users when compared to males.

The study is carried out on the Indian population, where omnichannel retailing is still nascent.

This study addresses the gap to investigate the value co-creation behavior (CCB) in the omnichannel retail context among BOPIS users. This study is the first to show that in-store pickup service quality in BOPIS might affect customer citizenship behavior through relationship quality dimensions, assessed against boundary conditions such as the product category and BOPIS user gender.

The present study aims to identify the dimensions of destination psychological ownership (DPO) from tourists’ perspectives and to develop a reliable and valid measurement scale.

The mixed method has been applied in this study for the development of a scale to measure psychological ownership (PO) of tourists. The first stage includes identifying the PO dimensions of tourists toward the tourist destinations through in-depth interviews with experts (university professors, managers and experts in the tourism industry). Theme analysis was applied to analyze the data in this stage. A quantitative survey was conducted among tourists during the second stage. Accordingly, a questionnaire was designed and its reliability and validity were investigated. Confirmatory factor analysis and structural equation modeling were used to examine the structural model and its validity.

The findings revealed that the DPO from tourists’ perspectives includes six dimensions for the sense of attachment, responsibility, the sense of trust, the sense of honor, the sense of gratification and self-identity toward tourist destinations. The validity of the conceptual model was confirmed according to the results of the quantitative section of the study.

The present study is one of the limited numbers of studies coping with PO, especially in the field of tourism, from the view of the consumer. The present study identifies the dimensions of the DPO of tourists and develops an instrument to measure them. Therefore, the developed questionnaire can be used as a valid and reliable instrument to measure the DPO in future research.

This study aims to develop a systematic literature review of customer value co-creation in the hospitality and tourism industry and present the different views of the scientific community, highlighting the dimensions, antecedents and outcomes of customer value co-creation.

This study adopted a systematic review process guided by the preferred reporting items for systematic reviews and meta-analyses protocol. Data were collected through a search for papers in Scopus, EBSCO, Web of Science and Science Direct databases. The systematic review was performed based on 216 validated articles.

The study reveals that the manifestations of customer value co-creation can be understood, based on two fundamental dimensions: customer behaviours and factors that shape co-creation. However, some antecedents are closely linked to the customer, social environment, service provider and technological resources. Moreover, there are numerous outcomes resulting from customer value co-creation, grouped in customer results, perceived value and organizational performance and market outcomes.

This research contributes to a more informed explanation for hospitality and tourism organizations about the importance of tourist and guest involvement in value co-creation. This systematic knowledge can facilitate the design of the service, as well as the value proposition offered by hospitality and tourism organizations.

The study extends the literature by systematizing the empirical and conceptual knowledge, using for the first time a systematic literature review.

Tour guides often use humor to entertain tourists, but the process of tour guide humor (TGH) affecting tourists’ positive word of mouth (PWOM) remains unclear. To fill the gap, this study aims to investigate how TGH enhances tourists’ PWOM through perceived relationship investment, perceived wellness value and trust in tour guides.

A comprehensive mediation model was proposed based on social exchange theory (SET). Data were obtained from 335 tour group tourists and analyzed using structural equation modeling.

Results present that TGH positively predicts tourists’ PWOM. Perceived relationship investment, perceived wellness value and trust in tour guides not only play mediating roles between TGH and tourists’ PWOM, respectively, but also jointly provide two sequential mediation paths (TGH → perceived relationship investment → trust in tour guides → tourists’ PWOM and TGH → perceived wellness value → trust in tour guides → tourists’ PWOM).

The findings have practical value for tour guides and travel agencies to use TGH to improve tourists’ PWOM.

The major contribution is that a reciprocity-based framework rooted in SET was proposed to parse the complex process of TGH promoting tourists’ PWOM. Furthermore, this study enriches current knowledge by confirming that perceived wellness value is not only available in wellness tourism but can be experienced from TGH in mass tourism.