User-generated content; value co-creation; online videos; tourist services
Abstract
Videos have gained visibility as content that provokes online engagement. In tourism, they can intensify the sharing of tourist experiences and provide an opening for fantasies, provoking imagination and consumption desire. Travel experiences shared by videos represent a value co-creation process, where the consumer interacts with the brand and all stakeholders with information that can affect purchase intent and behaviour. The study aims to develop a theoretical discussion on value co-creation as an influencing factor in the intention to purchase tourist services when watching videos online. It starts with a literature review using the EBSCOHost and Scopus databases. As a result, co-creation presents sufficient theoretical material to be identified as an influencing factor of purchase intention. However, the studies are fragmented, and more research is needed to legitimize this relationship.
