Determinants of Consumer Intentions to Participate in High Co-Creation Tourism Activities During and After COVID-19–Model Inventory

Abstract

The Determinants of Consumer Intentions to Participate in High Co-Creation Tourism Activities During and After COVID-19–Model (Eletxigerra, Caldeira, & Kastenholz, 2023) was developed for a study based on a wine tourism context, utilizing a cost-benefit approach. Its purpose is to propose a model that explains consumers’ intentions to participate in high co-creation tourism activities (HCCTA) during and after the pandemic, by contrasting perceived risks (costs) with expected enjoyment (benefit). Proposed hypotheses were contrasted using a scenario-based experiment, where hypothetical scenarios were followed by a questionnaire. Proposed items were adapted from previous research (e.g., Ahorsu et al., 2022; Berry et al., 2020; Witte, 1996). The final version was translated and back-translated to Spanish and Portuguese to ensure respondents’ understanding. Data were collected from a sample of Portuguese and Spanish adults. Results concerning factor structure, reliability, and validity were reported.

Keywords

Cost-Benefit Approach; Emotional Risk; Expected Enjoyment; Fear of COVID-19; Financial Risk; Information Risk; Intention to Participate after COVID-19 Eradication; Intention to Participate During COVID-19; Physical Activity Setting; Physical Risk; Severity; Susceptibility; Wine Tourism Context

Authors

Eletxigerra, Ainhize; Caldeira, Ana Maria; Kastenholz, Elisabeth

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Purpose

The purpose of this measurement model is to assess determinants of consumer intentions to participate in high co-creation tourism activities during and after COVID-19.

Validity

Convergent and Discriminant Validity: Standardized factor loadings and the Average Variance Extracted (AVE) values were all significant, exceeding 0.70 and 0.50, respectively, thus supporting convergent validity. All values in the correlation matrix were below 0.85, fulfilling the recommended criterion of discriminant validity (HTMT.85).

Reliability

Internal Consistency: The model yielded satisfactory levels of internal consistency, with composite reliability (CR) and rho A (ρA) values above 0.70.

Factor Analysis

Structural Equation Modeling: Measurement model evaluation consisted of a first-order and a second-order measurement model assessment. The model yields satisfactory levels of internal consistency and validity. In stage two, the suitability of the second-order measurement model was evaluated by assessing physical risk, the single higher-order construct in the model, which was explained by susceptibility and severity from the first stage. No multicollinearity was found among the components of physical risk, as variance inflation factor (VIF) values of those components for each latent variable are below the conservative threshold of 3 (Hair et al., 2022).

Instrument: Determinants of Consumer Intentions to Participate in High Co-Creation Tourism Activities During and After COVID-19–Model

Test Type: Original Inventory/Questionnaire

Format: Items are rated using a 7-point Likert-type scale.

Language Available: English

Population Group: Human; Male; Female

Age Group: Adulthood (18 yrs & older); Thirties (30-39 yrs); Middle Age (40-64 yrs)

Population Details:

• Gender Identities Reported: Nonbinary; Prefer Not to Say

• Location: Spain; Portugal

• Respondents: Tourists

Test Methodology: Test Validity; Convergent Validity; Discriminant Validity; Test Reliability; Internal Consistency; Measurement Model; Structural Equation Modeling

Keywords

No data is Available

Authors

• Eletxigerra, Ainhize

  • Author ORCID Identifier: http://orcid.org/0000-0002-1059-1073

  • Affiliation: University of the Basque Country (UPV/EHU) Department of Marketing (Financial Economics II), Faculty of Economics and Business

  • Email Address: [email protected]

  • Correspondence Address: University of the Basque Country (UPV/EHU), Department of Marketing (Financial Economics II), Faculty of Economics and Business, Avenida Lehendakari Agirre 83, Bilbao, Spain, 48015

• Caldeira, Ana Maria

  • Author ORCID Identifier: http://orcid.org/0000-0002-5712-0324

  • Affiliation: University of Coimbra, Faculty of Arts and Humanities CEGOT – Centre of Studies on Geography and Spatial Planning

  • Email Address: [email protected]

• Kastenholz, Elisabeth

  • Affiliation: University of Aveiro Department of Economics, Management, Industrial Engineering and Tourism

  • Email Address: [email protected]

Permissions & Fee and Test Year

Permissions: May use for Research/Teaching
Fee: No
Test Year: 2023
Commercial: No

References

Eletxigerra, A., Caldeira, A. M., & Kastenholz, E. (2023). A cost-benefit approach of consumers’ intentions to participate in highly co-creative tourism activities during and after COVID-19: Evidence from wine tourism. Journal of Hospitality and Tourism Management, 56, 506–518. https://doi.org/10.1016/j.jhtm.2023.08.010

Items of the Determinants of Consumer Intentions to Participate in High Co-Creation Tourism Activities During and After COVID-19–Model

This is a 33-item measure.
Test Items Available: Yes
Test Location: 2024-09215-060, Table 2, Page 512

Factors and Subscales:

• Physical activity setting

• Fear of COVID-19

• Susceptibility

• Severity

• Emotional risk

• Information risk

• Financial risk

• Expected enjoyment

• Intention to participate during COVID-19

• Intention to participate after COVID-19 eradication

• Physical risk.

First-order measurement model evaluation

Constructs and items

Physical activity setting

• The activity takes place outdoors

Fear of COVID-19
Regarding COVID-19, I feel …

• worry

• concern

• anxiety

• fear

Age

• 55 years or more

Susceptibility
If I participated in this activity …

• my chance of getting coronavirus would be high

• I would be at risk for getting coronavirus

• it would be likely that I get coronavirus

Severity
If I were to get the coronavirus during this activity …

• I would experience serious negative consequences

• it would have a severe negative impact on me

• it would be harmful to my well-being

Emotional risk
Participating in this activity would …

• make me feel anxious

• make me feel psychologically uncomfortable

• cause me to experience unnecessary tension

Information risk
If I participated in this activity …

• I would feel uncertainty concerning the risks involved

• I would be worried of not having enough information in the place about the safety measures that should be taken

• I would be concerned of not being well advised about the true risk of being infected with COVID-19

Financial risk
If I participated in this activity …

• it would be likely to lose the money paid because the activity could be cancelled due to pandemic-related reasons

• I would be worry that I could have misspent the money, as it could happen me not being able to assist due to unexpected institutional decisions

• I would be apprehensive of not getting my money back if I could not finally attend

Expected enjoyment
Participating in this activity would be …

• fun

• exiting

• delightful

• thrilling

• enjoyable

Intention to participate during COVID-19
I would participate in this activity …

• despite the COVID-19 had not come to an end

• before COVID-19 was eradicated although the whole population was not vaccinated yet

Intention to participate after COVID-19 eradication
I would participate in this activity …

• only when the COVID-19 had come to an end

• if the COVID-19 was eradicated

• from the time the whole population was vaccinated

Second-order measurement model evaluation

Second and first-order constructs

Physical risk

• Susceptibility

• Severity

Note. All items are assessed using a 7-point Likert scale from 1 = “Totally disagree” to 7 = “Totally agree”.