The main purpose of this study is to find the factors affecting value co-creation behavior. This study also aimed to find the mediating role of customer co-creation attitude on the relationship between factors and value co-creation behavior. The target population selected for this study was the northern areas of Pakistan. The sample size of this study was (n=480) respondents. The data were collected at three different time's intervals, i.e. at the time, 1, independent variables data were collected at time 2 mediating variable was collected, and at time 3 dependent variable data was collected. This study results revealed that all factors have a positive and significant effect on customer value co-creation behavior. The results revealed that customer co-creation attitude has a positive and significant mediating role between factors and customer value co-creation behavior. The results of this study will open a new avenue in the tourism sector and as well for scholars and practitioners.
1-Aziz Ur Rehman Rana PhD Scholar, Faculty of Management Sciences, Foundation University, Islamabad, Pakistan.2-Amir Gulzar Associate Professor, Foundation University, Islamabad, Pakistan.3-Amjad Shamim Senior Lecturer, Department of Management & Humanities, Universiti Teknologi PETRONAS, Malaysia.