Journal of Tourism and Development

Journal of Tourism and Development

Antecedents and Consequences of Value Co-Creation Behavior In Food Tourism

Document Type : Original Article

Authors
Saeid Dehyadegari 1
Fatemeh Fadaie 2
Mohammad mehdi Poursaeed 3
Afsaneh Ashrafzadeh Afshar 4
1 Assistant Professor of Management, Faculty of Management and Economics, Shahid Bahonar University of Kerman, Kerman, Iran
2 Msc. Graduate of Business Management (Marketing), Faculty of Management and Economics, Shahid Bahonar University of Kerman, Kerman, Iran.
3 Assistant Professor of Management, Faculty of Management and Economics, Shahid Bahonar University of Kerman, Kerman, Iran.
4 Msc. Graduate of Management group, Faculty of Management and Economics, Shahid Bahonar University of Kerman, Kerman, Iran.
10.22034/jtd.2023.327751.2562
Abstract
The purpose of this study is to investigate the antecedents and consequences of value co-creation behavior in food tourism. This research in terms of practical purpose and based on method is a descriptive-casual research. The statistical population of this study includes food tourists who have traveled to different cities of Iran and have had food experience in those areas. The data collection tool in this study was library resources and a standard questionnaire related to research variables whose validity and reliability confirmed by content and construct validity and Cronbach's alpha coefficient. Using stratified sampling, 399 participants answered the questionnaire. The data extracted from the questionnaire were analyzed by descriptive and inferential statistical methods using structural equation approach and SPSS and Smart PLS software. The results showed that corporate social responsibility has a significant effect on tourist engagement, preoccupation and perceived value, which in turn affect value creation. Finally, value creation has a significant effect on perceived respect and mental well-being.
Keywords
Value co-creation
food tourism
corporate social responsibility (CSR)
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