How Does Co‐Creation Turn Into Behavioural Intentions? A Study Focused on the Memorability, Attention and Involvement of a Sport Tourism Experience

ABSTRACT Sport tourism experience co‐creation can foster mutual benefits since suppliers can profit from tourist revisit/recommendation, while consumers actively engage in experiences that enhance their memorability and well‐being. Thus, this study aims to understand the influence of co‐creation on behavioural intentions through attention, involvement and memorability, examining the differences between domestic and international touristic flows. In two international surfing events hosted in Portugal in 2024, 529 questionnaires were applied to non‐resident spectators (NRS). Data were analysed using partial least squares structural equation model. Results confirm the influence of co‐creation on memorability and behavioural intentions, through NRS' attention and involvement, but, in the short‐term, the predisposition to repeat the experience is stronger among national tourists. This study validates and expands the model of on‐site co‐creation of the tourist experience, exploring strategies to facilitate co‐creation in the management of sport events, prioritising the involvement of NRS to highlight the particularities of the surf subculture.