A cost-benefit approach of consumers’ intentions to participate in highly co-creative tourism activities during and after COVID-19: Evidence from wine tourism

From a provider perspective, co-creation has contributed to design more personalized, authentic and memorable destinations and experiences. However, the COVID-19 outbreak may have changed consumers' interest in high-contact and interactive activities, related to long-demonized behaviors (touching and close interplay). In a wine tourism context and based on a cost-benefit approach, the here proposed model explains consumers’ intentions to participate in high co-creation tourism activities (HCCTA) during and after the pandemic, contrasting perceived risks (costs) with expected enjoyment (benefit). Activity setting (indoor or outdoor) and two individual characteristics (age and fear of COVID-19) are analyzed as antecedents of physical risk perception. The “antecedents – costs-benefit – intentions” model was tested using PLS-SEM, with data extracted from scenario-based surveys (1299 responses) applied during the COVID-19 pandemic. Results show that perceived risks and expected enjoyment affect intentions to participate in HCCTA, while participation avoidance may be coming to an end with the alleviation of the pandemic. However, additional personal and external conditions may reinforce perceived risks. The study provides new insights regarding these dynamics for HCCTA, relevant to both theory and practice, particularly in times of health risk related to person-to-person interaction.