Host-Guest Value Co-Creation and Sustainable Innovation in Small Tourism Businesses: Evidence From Rural Destination Evolution in China
Published online on June 23, 2026
Abstract
Journal of Travel Research, Ahead of Print.
This study investigates how host–guest interactions drive sustainable innovation in small tourism businesses (STBs) amid rural destination evolution. Grounded in the value co-creation theory and the tourism area life cycle framework, the research draws on ...
This study investigates how host–guest interactions drive sustainable innovation in small tourism businesses (STBs) amid rural destination evolution. Grounded in the value co-creation theory and the tourism area life cycle framework, the research draws on ...