Value Co-creation in Tourism - Scale Validation and Replication Regarding Word-of-Mouth Recommendation Intention

The aim of this study was to verify in the Brazilian context the co-created value scale for tourism (Busser & Shulga, 2018) and to measure value co-creation effects on word-of-mouth (WoM) recommendation intention. The methodological procedures included translation of the original scale, face validity, adaptations to the research object, and data analysis through structural equation modeling (SEM). The sample consisted of 210 tourists who had tourist experiences in the last two years. The data collection instrument was a questionnaire using Google Forms and sent to respondents in the second half of 2018. The main results show: a) All five dimensions of the original scale were supported in this research (meaningfulness, collaboration, contribution, recognition, and emotional response) and b) the scale presented an R-2 of 0.614, explaining 61% of word-of-mouth recommendation intention.