Measuring tourist-to-tourist value co-creation: a scale development

Purpose The purpose of this study is to primarily focus upon the acknowledged benefits of tourist-to-tourist (t2t) encounters through productive interactions among tourists, rather than focusing on interactions between tourists and service providers. Design/methodology/approach This study delves into various value dimensions among Indian tourists that arise during different co-creation stages. A rigorous mixed-methods approach, coupled with a three-wave analysis, was used to develop a comprehensive six-dimensional scale for measuring t2t value co-creation. Findings The research findings shed light on the dimensions constituting t2t value co-creation, thereby providing a nuanced understanding of their interactions. The developed six-dimensional scale offers a structured framework to quantify positive interactions among tourists, previously unexplored in the literature. Practical implications This study significantly contributes to the field of tourism experience by enriching the literature on t2t interaction and value co-creation. Moreover, it provides valuable conceptual, practical and instructive insights for service design and administration within the tourism industry. These insights potentially enhance the overall tourist experience and facilitate more meaningful interactions among tourists, thereby contributing positively to the tourism sector. Originality/value The research breaks new ground by shifting the focus from tourist-service provider interactions to productive relationships among tourists. It introduces a pioneering six-dimensional scale, quantifying positive t2t value co-creation. Concentrating on Indian tourists, this study offers unique cultural insights. Methodologically rigorous and practically impactful, it clarifies conceptual ambiguities laying the foundation for nuanced research in understanding tourist interactions and value co-creation.