Development and validation of Metaverse Co-Creation Experience Value scale

Although Metaverse has emerged as a promising platform for the co-creation experience in tourism, the nature of co-creation experience value and its impact on travel intentions remain underexplored. This study develops and validates the Metaverse Co-Creation Experience Value (MCEV) scale, encompassing utilitarian, cognitive, sensory, and hedonic dimensions. Drawing on the Broaden-and-Build Theory of Positive Emotions, the findings reveal that co-creation experience value significantly influences travel inspiration, travel desire, and both physical and virtual travel intentions. The study enriches Metaverse tourism research and offers actionable insights for destination marketers seeking to enhance co-creation experience value and stimulate travel intentions.