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This study investigates the relationship between tourist value cocreation behavior (TVCB) and tour leader love, highlighting the mediating role of perceived value. Survey data from 264 group package tourists indicates that both tourist participation and citizenship behaviors positively influence perceived value and tour leader love, with perceived value acting as a mediator. The findings contribute to value cocreation theories and offer insights for travel managers in enhancing customer relationships with t

Author

khang.lethi

Language

EN