Does nationality moderate tourists' intention to co-create? Investigating tourist behavior in a developing country

The intention to co-create plays a pivotal role in sustainable tourism development. This study investigates whether tourist nationality moderates the intention to co-create within the tourism experience. The research sample consists of 400 international tourists visiting Indonesia for tourism purposes, with data collected between October 2023 and February 2024. The findings reveal that tourist nationality significantly moderates the relationships among tourists' experiences, trust, and involvement in co-creation. Specifically, tourist nationality influences the relationship between tourist trust and the intention to co-create. However, it does not moderate the correlation between the tourist experience and the intention to co-create. Additionally, tourist nationality moderates the relationship between tourist involvement and the intention to co-create. This study contributes to the Value Co-Creation Theory and offers practical insights for developing more comprehensive platforms and programs aimed at enhancing traveler engagement. The implications of these findings highlight the significance of considering tourist nationality as a moderating factor that influences tourists' intentions to collaborate within the tourism context. This research provides valuable insights for designing more effective and inclusive tourism development strategies.