Experience Value Cocreation on Destination Online Platforms
研究了旅游前阶段目的地在线平台如何通过认知-情感-行为模型影响游客的体验价值共创过程，发现平台体验显著影响目的地情感体验，进而影响目的地参与意愿。
Technology is critical for facilitating the experience value cocreation process in tourism. Online platforms in particular enable consumers to develop realistic expectations and to cocreate their experiences. Limited empirical research has been done to investigate the experience value cocreation process, especially in tourism. This study fills this gap by proposing a cognition–emotion–behavior model. A scenario experiment approach is used to investigate the experience value cocreation process on destination online platforms in the pretravel stage. Structural equation modeling analysis shows that online platform experience significantly affects the destination emotional experience. This, in turn, has significant effects on the five dimensions of destination engagement intention. The mediating effect of destination emotional experience on the relationship between online platform experience and destination engagement intention is supported. These findings contribute to a better understanding of the experience value cocreation process and theoretical and managerial implications are proposed.