Understanding residents’ attitudes and behaviors toward value co-creation in tourism at community-based tourism destinations in Vietnam: An application of Human values theory

Minh Ngoc Dao, Thi Hong Viet Bui, Khanh Linh Chu, Thuy Linh Duong, Faculty of Tourism and Hospitality, National Economics University, Faculty of Management Science, National Economics University, Faculty of Tourism, Ho Chi Minh City University of Culture

Tourism and Hospitality Research

Published online on November 07, 2025

Abstract

Tourism and Hospitality Research, Ahead of Print.
This study investigates how human values influence residents’ supportive attitudes and participatory behaviors in value co-creation in tourism within community-based tourism (CBT) destinations in Vietnam, a highly collectivist context. Drawing on Rokeach’...