Value Co-creation to Reduce the Effects of Pandemics in Tourism Destinations: Evidence and Experiences

Abstract

Purpose: This study aims to adopt a value co-creation approach to highlight the role of tourism beneficiaries in minimizing the destructive impacts of pandemics, such as COVID-19 on tourism destinations. It also aims to analyze the meditating role of destination safe image and experience. Design/methodology/approach: After reviewing the most destructive impacts of pandemics on the tourism industry, the process of value co-creation by tourism industry beneficiaries will be explored. Tourism beneficiaries were considered as tourism industry actors (hotels, restaurants, transportation systems, and travel agencies), the host community (governmental institutions and local residents), and tourists. Among the tourists who visited Iran’s tourism destinations, 236 samples were selected to respond a validated questionnaire. Structural equation modeling with partial least square approach was considered to analyze the data. Findings: Depending on the results of this study, attention is given to the consequences of pandemics in the tourism industry, with a value co-creation approach, which will enhance beneficiaries’ utility with a tourism destination, thereby improving destination safe image and experience. Tourists, the host community, and tourism industry actors can get involved in this value co-creation process through interaction, participation, and sharing the resources. Originality/value: Considering previous studies in the realm of value co-creation, there has been few research conducted focusing on this approach in tourism destinations to reduce the negative impacts of pandemics. This research has led to a new approach, in which the relationship between the beneficiaries of the tourism industry was established along with the role of each in the process of value co-creation and in reduction of negative effects of pandemics. This research offers beneficiaries of the tourism industry with useful guidelines on how to resume activities while maintaining health conditions. © 2024 Taylor & Francis Group, LLC.