The experience co-creation in tourism: The perspective of domestic tourists in northern region of Vietnam

Abstract

According to the ministry of culture, sports and tourism (2023), Vietnamese tourism has improved its position globally after 63 years of development, Vietnamese tourism products, however, are still poor, simplistic, lacking creativity, and especially lacking adaptation to the changes in tourist behavior and needs after the pandemic. This study focuses on clarifying the experience co-creation in tourism. The data was collected from a survey of 398 domestic tourists and analyzed by structural equation modeling (PLS-SEM). It is concluded that active involvement, development of skills and creativity, degree of perceived authenticity, interaction with local people and sharing experiences have positive relation to degree of experience co-creation. This research has potential to assist and enhance tourist experience in the post pandemic context in Vietnam.