From service encounters and social media interaction to revisit intention: dual pathways through tourist responses and value co-creation in culinary tourism

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Introduction This study examines how offline service experiences and online social media interaction are associated with revisit intention in platform-mediated culinary tourism. Drawing on the Stimulus–Organism–Response (S-O-R) framework and service-dominant logic, the study develops two complementary pathways in which tourist satisfaction and tourist engagement represent psychological responses, while value co-creation behavior functions as a behavioral mechanism linking these responses to revisit intention. Methods A cross-sectional survey using convenience sampling was conducted among adult tourists who had participated in culinary tourism activities in Chongqing within the preceding 12 months. A total of 718 valid responses were obtained, including 457 online and 261 offline questionnaires. structural equation modeling was used to evaluate the measurement model and test the hypothesized relationships among service quality, social media interaction, tourist satisfaction, tourist engagement, value co-creation behavior, and revisit intention. Results Service quality was positively associated with tourist satisfaction, while social media interaction was positively associated with tourist engagement. Both tourist satisfaction and tourist engagement were positively associated with value co-creation behavior. In turn, value co-creation behavior was positively associated with revisit intention. Tourist satisfaction and tourist engagement also showed positive direct associations with revisit intention. The findings further supported sequential indirect relationships linking offline service quality and online social media interaction to revisit intention through tourists' psychological responses and subsequent value co-creation behavior. Discussion The findings demonstrate that revisit intention in platform-mediated culinary tourism is shaped by the interplay between offline service encounters and online social interaction rather than by either domain independently. By positioning value co-creation behavior as the behavioral link between tourists' psychological responses and future behavioral intentions, the study extends the application of the S-O-R framework and service-dominant logic to culinary tourism. The results also suggest that culinary tourism providers should simultaneously strengthen service quality, facilitate meaningful social media interaction, and create opportunities for tourists to participate actively in value creation to encourage future revisits.

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Related topics: Digital Marketing and Social Media · Service and Product Innovation · Diverse Aspects of Tourism Research