Determinants of Tourists’ Value Co-Creation Intention in Tujia Cultural Tourism: Evidence from Yunshe Village, Guizhou Province

Abstract

This study examines the associations among tourists’ perceived co-created value, co-creation satisfaction, subjective well-being, and co-creation intention in Tujia cultural tourism. A cross-sectional questionnaire survey was conducted in Yunshe Village and nearby transport locations in Tongren, Guizhou Province, China. Quota sampling by gender and age produced 291 valid responses from 400 distributed questionnaires. The instrument comprised 12 co-created-value items, four co-creation-satisfaction items, four subjective-well-being items, and three co-creation-intention items, all assessed on five-point Likert scales. Preliminary principal-component analyses and Cronbach’s alpha coefficients indicated internally consistent single-factor item sets, although the high correlations among the constructs require caution regarding discriminant validity. Pearson correlations and multiple regression analyses showed that perceived co-created value was positively associated with co-creation satisfaction, subjective well-being, and co-creation intention. Co-creation satisfaction was positively associated with subjective well-being and co-creation intention, while subjective well-being was positively associated with co-creation intention. The final regression model explained 74.8% of the variance in co-creation intention. Exploratory subgroup regressions produced different significance patterns between respondents who self-identified as Han and those who self-identified with ethnic-minority groups; however, these descriptive patterns do not establish between-group differences because measurement invariance and interaction effects were not tested. The findings support the practical value of participatory cultural-tourism design, provided that destination managers protect cultural integrity, involve local residents, and avoid ethnicity-based assumptions. Because the data are cross-sectional, self-reported, and obtained through non-probability sampling at one destination, the results should be interpreted as associations rather than causal effects.