Developing a Model of Destination Value Co-creation by Focusing on the Role of the Tourist Personality Traits as a Moderator: Case Study of Selected Destinations in Iran

One of the most important challenges of Iran's tourism destinations is that the services and products provided in the destinations are not in accordance with the wishes and needs of tourists. Although, tourist destinations must have solutions tailored to the demands of tourists in order to provide more value and gain a long-term competitive advantage. The aim of this study is to develop a model for value co-creation of tourism destinations by focusing on the role of the tourist personality traits as a moderator. The statistical population of the study is domestic tourists in Iran. In order to collect data, first purposive sampling was used to select tourism provinces and cities and then convenience non-random sampling method was used to ask tourists from selected cities (Isfahan, Shiraz, Tehran, Mashhad, Rasht, and Sari). Data were collected between June 2019 to February 2019 by a researcher-made questionnaire, which its Content (Face) validity and reliability (with Cronbach's alpha 92%) were confirmed. Finally, 495 suitable questionnaires were used for analysis with structural equation modeling method. Based on the results, the important factors that affect the destination value co-creation include destination experience, destination engagement and destination image. In addition, the tourist personality traits have a moderating role on the relationship between destination engagement and destination value co-creation, and destination image and destination value co-creation. According to the results, tourism industry actors can create memorable experiences for tourists by creating appropriate interaction with them and change their mentality about destinations.