The perceived value co-creation and the degree of value co-creation of Chinese senior travellers: a case study in Guizhou Province (China)
type: CreativeWork
description: Gifted with the reality that the number of aged people has been growing at a high rate of speed from year to year, China has great potential to benefit from the development of senior tourism. Besides, value co-creation has become a more and more attractive research topic in tourism context. However, although previous research (including both English and Chinese literature) has paid considerable attention to value co-creation, few studies have focused on senior travellers’ attitudes on value co-creation in tourism industry. As mentioned above, since more and more Chinese seniors show great interest in tourism-related activities, especially in the post era of the Covid-19 pandemic, it is essential to better understand how Chinese senior travellers think of value co-creation in travel. Hence, this study is one of the first to attempt to offer a comprehensive knowledge of Chinese senior travellers’ perceived understanding of value and value co-creation and to establish and test a theoretical model that contains structural relationships among Chinese senior travellers’ attitudes, willingness, motivations, the degree of value co-creation, and satisfaction in the sector of travel agency in China. To achieve the aim of the research, the author employed mixed methods. Firstly, a total of 21 interviews were conducted to provide practical support and credibility for the scale development in relation to the perceived understanding of value co-creation and the theoretical model. Secondly, a small-scale survey was conducted in Guiyang city, which provided 508 valid responses for item purification and refinement. Thirdly, a big-scale survey was conducted in Guizhou province, which provided 812 valid responses for scale validation and model evaluation. The key findings of this study are presented as follows: firstly, seven dimensions (including benefit/interest, creativity, interaction, usefulness, cooperation, goal orientation, and support) have been identified to conceptualise th…
abstract: Gifted with the reality that the number of aged people has been growing at a high rate of speed from year to year, China has great potential to benefit from the development of senior tourism. Besides, value co-creation has become a more and more attractive research topic in tourism context. However, although previous research (including both English and Chinese literature) has paid considerable attention to value co-creation, few studies have focused on senior travellers’ attitudes on value co-creation in tourism industry. As mentioned above, since more and more Chinese seniors show great interest in tourism-related activities, especially in the post era of the Covid-19 pandemic, it is essential to better understand how Chinese senior travellers think of value co-creation in travel. Hence, this study is one of the first to attempt to offer a comprehensive knowledge of Chinese senior travellers’ perceived understanding of value and value co-creation and to establish and test a theoretical model that contains structural relationships among Chinese senior travellers’ attitudes, willingness, motivations, the degree of value co-creation, and satisfaction in the sector of travel agency in China. To achieve the aim of the research, the author employed mixed methods. Firstly, a total of 21 interviews were conducted to provide practical support and credibility for the scale development in relation to the perceived understanding of value co-creation and the theoretical model. Secondly, a small-scale survey was conducted in Guiyang city, which provided 508 valid responses for item purification and refinement. Thirdly, a big-scale survey was conducted in Guizhou province, which provided 812 valid responses for scale validation and model evaluation. The key findings of this study are presented as follows: firstly, seven dimensions (including benefit/interest, creativity, interaction, usefulness, cooperation, goal orientation, and support) have been identified to conceptualise th…
author: Lei, Yu
language: eng
keywords: Senior tourism, value co-creation
date published: 2023-01-01T08:00:00Z
date modified: 2026-07-24T03:49:48Z
provider: University of Plymouth
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: University of Plymouth