Co-Creation Experiences and Tourist Well-Being: Evidence from Pakistan’s Hospitality Industry

Abstract

In this dynamic era of competition, service-providing organizations, particularly hospitality and tourism companies, must understand the significance of customers’ well-being. Thus, this research has provided a comprehensive framework for hospitality and tourism companies in Pakistan to focus on customers’ emotional, psychological, and life well-being. It aimed to investigate the influence of co-creation experience on brand love (BLOV) and positive emotions (PEEV) that lead towards customers’ well-being. Moreover, it examined the moderating role of service climate (SCL) in the relationship between co-creation experience and BLOV and co-creation experience and PEEV. The data provided by 478 tourists in Pakistan were empirically investigated through SPSS and AMOS. The results highlighted that the co-creation experience significantly influences BLOV and PEEV. Furthermore, customers’ well-being is associated with BLOV and PEEV. In addition, the SCL strengthens the overall relationship between co-creation experience and BLOV, as well as between co-creation experience and PEEV.