An examination of the relationship between co-creation and well-being: an application in the case of tourism

The present study considers a sample of 339 French travellers to empirically examine the way co-creation affects consumer well-being. The findings obtained from a structural equation model confirm that the extent to which the offer is co-created with tourists has a positive impact on the latter’s well-being, and that this impact is broadly mediated by empowerment. The findings also show that consumer well-being has a positive impact on loyalty, acting as a partial mediator in the link between empowerment and loyalty. Finally, consumer satisfaction with the co-creation performance appears to strengthen their empowerment, well-being and loyalty.