How do ecotourists co-create value on digital platforms? The moderating role of ecotourist typology

Purpose This study aims to examine the process of value co-creation (VCC) on digital ecotourism platforms and role perceived platform usefulness user participation behavior in that process. The also seeks determine extent which typology ecotourist moderates VCC. Design/methodology/approach A total 420 users a participated analyzing factors influence mediation, moderation conditional analysis was used test proposed hypotheses. K-means cluster classify ecotourists into four groups. Findings results show has strong generation VCC behavior. In turn, is an important driver highlights moderating formation these platforms. Practical implications offers managers means identify motivate those with necessary skills characteristics become true co-creators value. Originality/value contributes existing knowledge how co-created platforms, confirming antecedent behavior, as well typology.