From Social Media Tourism Knowledge to Tourists’ Value Co-Creation Behavior: The Roles of Participation, Engagement, and Perceived Value in Chongqing
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Abstract
This study examines how social media tourism knowledge is associated with tourists’ value co-creation behavior through tourist participation, tourist engagement, and perceived value in Chongqing, China. A quantitative, cross-sectional questionnaire design was used. After screening 542 responses, 475 valid questionnaires from adult nonresident domestic tourists who had visited Chongqing and used social media in relation to their trip were retained. Confirmatory factor analysis and structural equation modeling were conducted in AMOS with maximum-likelihood estimation, and indirect relationships were assessed with 5,000 bootstrap samples. The five-factor measurement model demonstrated satisfactory reliability, convergent validity, discriminant validity, and overall fit. Social media tourism knowledge was positively associated with tourist participation, tourist engagement, and perceived value, but its direct relationship with value co-creation behavior was not significant after the mediators were included. Tourist participation was positively associated with engagement and value co-creation behavior, whereas engagement was associated with value co-creation primarily through perceived value. Perceived value was the strongest direct predictor of value co-creation behavior. Significant indirect relationships were identified through tourist participation, through perceived value, and through the sequential involvement of engagement and perceived value. The findings extend the Knowledge–Attitude–Practice model by distinguishing basic participation, sustained psychological engagement, value evaluation, and higher-order contribution. They also extend Consumer Value Theory by identifying perceived value as the mechanism through which engaged tourists become willing contributors to destination experiences and knowledge. The study demonstrates that social media visibility becomes productive for destinations only when tourism knowledge collectively supports meaningful participation, valuable engagement, and responsible resource contribution.
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