Empirical Insights into Co-Creation, Satisfaction, and Willingness to Pay in Sustainable Tourism

The significance of this study lies in its examination of how co-creation impacts tourists' willingness to pay for tourism offerings, providing crucial insights for enhancing the tourist experience and promoting sustainable tourism practices essential for the industry's long-term viability. This research investigates the effect of co-creation engagement on tourists' financial commitments to tourism products or services, aiming to understand better how co-creation enhances the tourist experience. An online survey was conducted in October 2023, targeting tourists who visited São Miguel’s Island in the Azores in recent years (n=220). The survey explored seven key constructs: involvement, customer co-creation, satisfaction, environmental concerns, support for sustainable tourism development, and willingness to pay. The results underscore the positive impact of consumer co-creation on satisfaction, suggesting that investment in co-creative activities can substantially enhance tourists' experiences. The study provides valuable insights for tourism stakeholders, indicating that fostering co-creative activities can significantly boost tourist satisfaction and willingness to pay. Additionally, integrating sustainability principles into tourism services offers a competitive advantage, while targeted marketing strategies based on visitor demographics can maximize financial returns. This research contributes to existing literature by providing empirical evidence on the connections between co-creation, satisfaction, environmental concerns, and willingness to pay in tourism. The findings have practical implications for improving service quality, promoting sustainability, and optimizing marketing strategies in the tourism industry, benefiting both academia and practitioners.