The role of co-creation experience in forming tourists' revisit intention to home-based accommodation: Extending the theory of planned behavior

This study aims to provide a theoretical framework explaining how tourists' revisit intentions to home-based accommodations are formed. It does so by inserting constructs related to co-creation experience (experiencescape, perceived value, and memorability) into the theory of planned behavior (TPB) and by considering the moderating effect of co-creation behavior. The study results (n=413) from structural equation modeling (SEM) indicated that the extended TPB has better predictive power than the original TPB. The findings also showed that all proposed paths were significant, identified the role of co-creation experience in generating intention, and verified the mediating role of study variables. Furthermore, the invariance test indicated that tourists' cocreation behavior played a moderating role between experiencescape and customers' internal factors (perceived value, memorability, and attitude). Theoretical and practical implications are discussed.