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Cocreation centralizes tourists’ role in creating value that results from the interaction with other destination stakeholders and the physical environment. However, the practices and procedures that motivate tourists and tourism service providers to tourism experiences have not been clearly understood. This article explores the impact of resource utilization and cocreation on tourism experience using the concepts of the resource-based view (RBV) and service-dominant logic (S‐D logic) to develop specific hypotheses about the mediating role of cocreation for resource utilization and radical and incremental innovation. The hypotheses were tested using structural equation modeling (SEM) with multisample data from tourists and service providers. The neural network model was also employed to predict the relevant ranks of significant predictors of tourism experience. The results show that cocreation significantly influences innovation in the tourism sector. Cocreation is found to mediate the relationship among resource and innovations dimensions. These results could be used to design the cocreative and innovative tourism strategies that could manage and grow tourist experience online because of its effect on brand advocacy and visitor intention.
Sharma et al. (Sun,) studied this question.