The Mediating Role of the Tourists’ Citizenship Behavior Between the Value Co-Creation and Satisfaction

The purpose of this study was to determine the mediating role of the tourists’ citizenship behavior between the value co-creation with customers and customer satisfaction. The data of the study was collected through a survey administered to the tourists who visited Antalya and purchased the touristic products through the co-creation. Confirmatory factor analysis, structural equation modeling analyses, and SPSS process extension analysis were carried out on 252 valid survey data collected from the sample. The results of the study showed that the value co-creation with customers was clustered in two factors: (i) experience quality value and (ii) individual value. The tourists’ citizenship behavior consisted of four factors: (i) advocacy behavior, (ii) tolerance behavior, (iii) helping behavior and (iv) feedback behavior. According to another result of the study, the value co-creation with customers had a statistically significant and positive direct effect on customer satisfaction and the dimensions constituting the citizenship behavior of the tourists. Furthermore, it was concluded that the mediating effects of the advocacy and tolerance dimensions on the relationship between the value co-creation with customers and customer satisfaction were found to be statistically significant and positive.