Structural Model of Co-creation for Tourism Product Design

Empirical Validation in Emerging Destinations

Bibliographic Data

ID22006830
AuthorsYaumara González-Sainz (University of Holguín), Olga Lidia Ortiz-Pérez (0000-0002-2610-0873, University of Holguín), Alexander Sánchez-Rodríguez (0000-0001-8259-2131, Universidad UTE, corresponding author), Gelmar García-Vidal (0000-0001-7159-3163, Universidad UTE), Reyner Pérez-Campdesuñer (0000-0002-2785-5290, Universidad UTE), Rodobaldo Martínez-Vivar (0000-0002-1934-1185, Universidad UTE)
Year2026
Volume16
Issue3
Publication date2026-07-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSAGE Open (JOURNAL)
Journal identifiersISSN: 2158-2440 • E-ISSN: 2158-2440
PublisherSAGE Publications (PUBLISHER • US)
DOI10.1177/21582440261463798
OpenAlexW7167849911
LanguageEN
References cited34

This study develops and empirically validates a structural model of co-creation for tourism product design, integrating perspectives from both tourists and destination stakeholders. Using exploratory factor analysis and structural equation modeling (SEM) with data from Holguin, Cuba, an emerging destination, the research identifies five interrelated dimensions of the co-creation process: (a) personalization and participation, (b) technology and innovation, (c) value and satisfaction, (d) collaboration and sustainability, and (e) experience and context. The model showed acceptable fit for a complex, theory-driven SEM framework (CFI = 0.910; TLI = 0.900), supporting the theoretical coherence and empirical adequacy of the proposed model. Results highlight the central role of active participation and digital technologies in shaping perceived value, satisfaction, and willingness to consume the co-created product. In contexts with limited institutional coordination, technology serves as a compensatory mechanism, fostering collaboration, and adaptability among actors. The study provides a scalable framework for designing participatory, sustainable, and high-value tourism products. Limitations relate to the single-destination scope, non-probabilistic sampling, and the absence of longitudinal validation. Future research should replicate the model across diverse contexts and explore mediating variables such as satisfaction, loyalty, and emotional engagement

Adaptability · Destinations · Emerging markets · Empirical research · Exploratory factor analysis · New product development · Personalization · Structural equation modeling · Tourism · Digital Marketing and Social Media · Diverse Aspects of Tourism Research · Service and Product Innovation