Unlocking Nontransactional Value Co-creation: Insights From Online Travel Communities

Online travel communities have been pivotal touchpoints for tourists to co-create nontransactional values with both platforms and other tourists. This study employed a mixed-method approach to examine the antecedents of tourists' nontransactional value co-creation, including tourist-initiated and platform-initiated value co-creation, and its influence on the effective creation of knowledge value. The results of the quantitative study revealed both similarities and distinctions in the underlying mechanisms influencing tourist-initiated and platform-initiated value co-creation. These two forms of value co-creation also exhibited different impacts on the effectiveness of nontransactional value created in the co-creation process. The subsequent qualitative study further validated these similarities and distinctions while uncovering the underlying reasons. This study embodies the nature of bilateral participation from tourists and platforms in value co-creation, and provides theoretical and practical implications regarding nontransactional values in online travel communities, extending beyond transactional values, such as brand loyalty and purchase intention discussed in prior literature.