In the era of digital tourism, travelers are no longer passive recipients of services but active participants in creating value through digital platforms and interactions. This study presents a comprehensive investigation into the relationship between experiential value co-creation and behavioral intentions among digital tourists. Drawing on value co-creation theory and consumer behavior frameworks, the research explores how dimensions such as interactivity, personalization, and digital engagement influence tourists’ satisfaction, loyalty, and willingness to recommend. A mixed-methods approach was adopted, combining survey data from 432 digital tourists with in-depth interviews. The findings reveal a significant positive correlation between co-created experiential value and favorable behavioral intentions, mediated by perceived authenticity and trust in digital service platforms. These insights contribute to a deeper understanding of the digital tourism experience and offer practical implications for service providers aiming to enhance user engagement and brand advocacy in a competitive online environment.

Experiential value, value co-creation, digital tourism

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