The Effect of Value Co-Creation with the Mediating Role of Tourists' Revisit Intention on Creative Tourism the Case Study of Hormozgan Province

The purpose of this research is to investigate the effect of value co-creation through tourists' intention to revisit the development of creative tourism based on the theory of service dominance and social exchange theory. The present research is based on the applied purpose, and in terms of research design, it is a quantitative, descriptive-analytical method. The data collection tool is a questionnaire, and the statistical population of the study is tourists visiting and staying in ecolodge in Hormozgan province. Because the population is over 100,000, 384 samples were selected, according to Morgan and Krejcie. Structural equation modeling was exerted to test the hypotheses, and analyses were performed using SPSS and Warp PLS software. The results showed that value co-creation has a positive and significant effect on the intention of tourists to revisit and the development of creative tourism. Value co-creation with the criteria of escapism, being memorable, learning has a positive and meaningful effect on the intention of tourists to revisit with the criteria of satisfaction and happiness, and all these factors also have a positive and meaningful effect on creative tourism.