The Effect of Value Co-Creation on Behavioural Intention and Satisfaction with Tourism Resources in Lagos State, Nigeria

Abstract

Abstract This study aimed to investigate the sociodemographic characteristics, travel characteristics and the effect of value co-creation on behavioural intention and satisfaction of visitors in Lagos state, Nigeria. Data was obtained by administering a questionnaire to 384 visitors; data was analysed and presented descriptively using tables and inferentially using Spearman correlation, logistic regression, T-test and ANOVA. Results revealed that there were more males and youthful visitors at the sites who were first-time visitors and who travelled primarily with their family. Furthermore, there were more active participants in site activities at the site and their involvement in value co-creation had an impact on their behavioural intention and satisfaction with tourism resources at the site. Value co-creation activities that would encourage visitors’ active participation at tourism destinations should be provided to improve visitors’ satisfaction, as visitors now tend to be part-producer in their experience rather than mere consumers.