MODELING OF CO-CREATION IN ADVENTURE TOURISM: EMPOWERING CUSTOMER PARTICIPATION TO STRENGTHEN BEHAVIORAL INTENTION

Abstract

Adventure tourism is a rapidly growing sector, with a potential market estimated to provide
9% of the GDP of a country. However, this significant opportunity is yet to be optimized by
entrepreneurs, particularly in Indonesia, which has natural resources that can be managed well
to offer adventure tourism. Businesspersons, especially those in the tourism field, are
challenged to encourage the growth of adventure tourism. Therefore, this study suggests a
conceptual model of co-creation by involving customer participation to explore facts on the
field regarding the extent of the role of consumer involvement as co-producer in creating value
(unique experience). Co-creation becomes the key to the success of adventure tourism and
remains a phenomenon and research gap that requires further evidence. Value co-creation
through consumer participation will promote satisfaction and repurchase intention, which, in
turn, will affect business sustainability. The conceptual model developed in this research is
made on the basis of empirical study and can be used to conduct research in the development
of the tourism industry. Empirically, the objective for this modeling can trigger further research
on value co-creation by referring to a service-dominant logic paradigm especially in the tourism
sector.