The role of social media marketing and social support in developing value co-creation intentions: a Couchsurfing community perspective

Purpose This study aims to empirically investigate the pathway to value co-creation intentions through social media marketing, social support and COVID-19 perception in the tourism context with a specific focus on Couchsurfing community. Design/methodology/approach A survey was conducted from foreign and domestic travellers who used Couchsurfing platform for their recent travel, and were approached using an online survey (n = 229) and structural equation modelling used for hypothesis testing. Findings The findings indicate that value co-creation intentions follow a pathway through social media marketing and social support. Moreover, Couchsurfing community social support mechanisms play a crucial role in value co-creation intentions. Originality/value This study significantly contributes by taking Couchsurfing as a social networking application that provides both informational and functional support to the hardcore and active tourism and hospitality community.