Achieving Hedonic and Eudaimonic Wellbeing Through Value Co-Creation in Tourism: The Role of Positive Emotions, Empowerment, and Social Connectedness

Abstract

This study investigates how value co-creation in tourism enhances hedonic (HWB) and eudaimonic well-being (EWB). Guided by Self-Determination Theory, it examines the role of positive emotions, empowerment, and social connectedness in mediating the relationship between customer co-creation behaviors and well-being. Data from 410 domestic travelers in North America and China were analyzed using Partial Least Squares Structural Equation Modeling. Results reveal that participation and citizenship behaviors significantly enhance HWB and EWB through positive emotions and social connectedness. Social interactions foster trust and belonging, while empowerment had no significant direct effect on well-being. This study advances the theoretical understanding of co-creation’s psychological outcomes and highlights its transformative potential for tourism practitioners. Practical recommendations include designing personalized, culturally immersive experiences to strengthen emotional and social engagement. Limitations include demographic and cultural biases, suggesting further research across diverse populations and service perspectives