Digital Value Orchestration and Tourism Value Co-Creation: The Role of Social-Digital Resonance

Abstract

This study addresses the novel concept of social-digital resonance (S-DR) as a mediator in the relationship between digital value orchestration (DVO) and value co-creation (VCC) within the tourism industry. Using a quantitative approach, we analyzed data from 238 tourists in Indonesia, through partial least squares structural equation modeling (PLS-SEM). The findings reveal that DVO significantly enhances VCC, both directly and through S-DR, highlighting the importance of digital engagement and social interaction in the co-creation process. Furthermore, the study identifies that poor management of digital co-creation can lead to value co-destruction, addressing the issue of ineffective digital strategies that hinder optimal value creation in the tourism sector post-pandemic, underscoring the need for robust digital strategies to optimize value creation in post-pandemic tourism.