How Sense of Ritual in Tourism Impacts Tourists' Co-Creation of Tourism Experience Values: A Study Based on the Theory of Value Co-Creation

Abstract

Establishing a sense of ritual within tourism consumption scenarios offers tourists the opportunity for interactive engagement. Drawing upon the value co-creation theory, this study constructed an influence mechanism model to examine tourists’ active engagement in the process of co-creating tourism experience values. It employed Partial Least Squares Structural Equation Modeling(PLSSEM) to empirically test the proposed hypotheses. The findings demonstrate that the model constructed in the present study exhibits robust reliability, validity, and explanatory power. The perception of the sense of ritual in tourism exerts a significant positive influence on tourists’ cocreation of tourism experience values, thereby significantly enhancing both the communitas and flow experienced by tourists during their travels. Moreover, such communitas and flow can mediate the influence of the sense of ritual in tourism on tourists’ co-creation of tourism experience values. This study contributes to advancing the current research on tourists’ co-creation of tourism experience values and the sense of ritual in tourism, thereby providing theoretical foundations for cultivating a sense of ritual within tourism consumption scenarios.