Purpose This study aims to explore how tourist participation affects value co-creation and perceived quality of life (QOL), emphasizing the moderating roles of government and tourism innovation within a service-dominant logic framework. This study sees tourists not as just passive recipients of services but as active value creators. Design/methodology/approach A questionnaire survey was conducted with 407 international and domestic tourists staying in 5-star hotels in the Sultanate of Oman. Empirically, the hypotheses were tested using structural equation modeling. The authors used a combination of partial least squares structural equation modeling and fuzzy-set qualitative comparative analysis methodology to obtain additional information. Findings The results show that all five dimensions of tourist participation positively influence value creation and thus significantly increase the QOL of tourists. Co-creation of value also mediates the relationship between commitment and well-being. In addition, both state innovation ability (promotional, experience, product and technology-based) and tourist innovation positively moderate the engagement-co-creation relationship. Practical implications Tourism strategies in Oman must establish unambiguous digital communication and employee protection regulations together with resilience and well-being programs compliant with Sustainable Development Goals 8 and 9. The implementation of such measures can fortify health-giving work atmospheres, boost employee creativity and contribute to the hospitality sector's long-term sustainability and competitiveness. Originality/value The study promotes the understanding of tourists as active value creators and highlights the interaction between public and consumer innovation in the design of sustainable tourism experiences. These findings reinforce the voice of experiential and co-creative service delivery in Oman's growing luxury tourism industry.
Salem et al. (Tue,) studied this question.