The Effects of Environmental Awareness, Value Perception and Emotional Experience on Malaysian Tourists' Willingness to Participate in Value Co-Creation

Purpose: This study examines the factors affecting tourists' willingness to engage in value co-creation during dive tourism in Malaysia. Theoretical framework: This study adopted the theory of value co-creation. Design/methodology/approach: This study focuses on groups of tourists from various countries who engage in diving activities on Semporna Island, Redang Island, and Sipadan Island in Malaysia, with individuals participating in diving tourism as the unit of analysis. During the study, random sampling techniques were used to accurately select 384 tourists from the target tourist group as the research sample. First-hand data was obtained through a systematic data collection process, which was then used as the basis for subsequent in-depth analysis. Findings: There is a positive significant correlation between environmental awareness, value perception and emotional experience among divers visiting Malaysia and their willingness to participate in value co-creation. Research, Practical & Social implications: This result highlights the importance of enhancing tourists' environmental awareness, value perception, and emotional experience, which can provide effective policy recommendations for Malaysia's diving tourism

Data collection · Experience sampling method · Perception · Tourism · Value (mathematics · Value theory · Willingness to pay · Diverse Aspects of Tourism Research · Environmental Engineering and Cultural Studies · Service and Product Innovation