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) is an inventory designed to predict consumer participation in high co-creation tourism activities (HCCTA). Developed primarily within a wine tourism context, the model employs a cost-benefit approach, contrasting perceived risks (costs) with expected enjoyment (benefits) to explain intentions during and post-pandemic.

The instrument utilized a scenario-based experiment followed by a questionnaire. Items were adapted from established research (e.g., Ahorsu et al., 2022; Berry et al., 2020; Witte, 1996). To ensure cross-cultural equivalence, the final version was rigorously translated and back-translated into Spanish and Portuguese. Data were collected from a sample of Portuguese and Spanish adult tourists, and subsequent psychometric analyses demonstrated satisfactory results concerning factor structure, reliability, and validity.

Keywords

Cost-Benefit Approach, Emotional Risk, Expected Enjoyment, Fear of COVID-19, Financial Risk, Information Risk, Intention to Participate, High Co-Creation Tourism Activities, Physical Risk, Susceptibility, Severity, Wine Tourism Context.

Authors

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

[quads id=5]

Purpose

The primary purpose of this psychometric inventory is to systematically assess the core determinants of consumer intentions regarding participation in High Co-Creation Tourism Activities (HCCTA).

The model is specifically designed to analyze how various perceived risks and benefits influence participation intentions, differentiating between intentions measured during the active phase of the COVID-19 pandemic and those projected for the post-eradication phase, thus providing a temporal analysis of risk perception influence on tourism behavior.

Construct

The scale measures the complex construct of Consumer Intentions to Participate in highly interactive tourism settings. This intention is conceptualized within a cost-benefit framework, modeled as the balance between perceived risks and expected rewards.

Costs are represented by several dimensions of perceived risk, including Emotional Risk, Information Risk, Financial Risk, and Physical Risk. Physical Risk is a higher-order construct composed of Susceptibility (likelihood of infection) and Severity (consequences of infection). Benefits are captured by the single construct of Expected Enjoyment. The model also incorporates contextual variables such as Physical Activity Setting and the general Fear of COVID-19.

Validity

The measurement model demonstrated strong evidence for both Convergent Validity and Discriminant Validity.

Convergent validity was supported by rigorous statistical criteria: all standardized factor loadings were significant and exceeded the minimum threshold of 0.70, and the Average Variance Extracted (AVE) values for all constructs surpassed the recommended benchmark of 0.50. Discriminant validity was confirmed by analyzing the Heterotrait-Monotrait Ratio of Correlations (HTMT); all values in the correlation matrix remained below the conservative threshold of 0.85 (HTMT.85), confirming that the latent constructs are empirically distinct from one another.

Reliability

The inventory exhibited satisfactory levels of internal consistency across all measured constructs. This evidence was derived from the analysis of Composite Reliability (CR) and rho A (ρA) values, both of which were found to be above the generally accepted standard of 0.70. These results affirm the reliability and stability of the measurement model.

Factor Analysis

The psychometric structure of the inventory was evaluated using Structural Equation Modeling (SEM). The assessment involved a two-stage process: a first-order and a second-order measurement model evaluation.

The first stage established the internal consistency and validity of the individual constructs. In the second stage, the model’s suitability was verified by confirming Physical Risk as a single higher-order construct, which was effectively explained by its first-order components: Susceptibility and Severity. The analysis also confirmed the absence of multicollinearity among the components of physical risk, as evidenced by low Variance Inflation Factor (VIF) values that remained below the conservative threshold of 3 (Hair et al., 2022).

Instrument

Test Type: Original Inventory/Questionnaire

Format: Items are rated using a 7-point Likert-type scale (1 = “Totally disagree” to 7 = “Totally agree”).

Language Available: English, Spanish, Portuguese

Population Group: Human (Male, Female)

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

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

Tourism behavior, Risk perception, Consumer decision-making, Pandemic influence, Co-creation, Psychometrics, Composite Reliability, AVE.

[quads id=5]

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

Reference’s

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

[quads id=5]

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

IMPORTANT: The following scale items must be preserved in their original language and must not be changed in any way.

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”.