Unveiling the Outcome of the Implementation of Experiential Value Co-Creation on the Behavioral Intention of Online Travelers

Augmented reality has hastened innovators to create things instantly. It has long been understood that the tourism industry is an industry of cultural exchange and visitation seeking experience, satisfaction, and pride. This study aims to increase behavior intention and delight mediating through experiential value co-creation using service-dominant logic theory. This study answers the focused research question by conducting surveys (n = 307) of members of Generation Y in Jakarta and Semarang city. The findings show that experiential value co-creation and delight directly and indirectly have a positively effect on behavior intention in virtual travel. This research offers a new concept, namely experiential value co-creation, to explain the connection between how tourists’ behavior in surfing the internet can influence their behavior intentions. This research certainly has managerial implications which are very useful for increasing behavioral intention, especially in the tourism sector. Tourist attraction managers must pay attention to content that discusses tourist destinations. Complete and accurate information is very useful in increasing the desire to visit tourist locations.