A study on the effect of tourists value co-creation on the perceived value of souvenirs: mediating role of psychological ownership and authenticity

When tourists buy souvenirs, their perception of generated value often draws the souvenir supplier's attention. However, little is known about the reasons that drive tourists' perceived value. With the aims of filling this gap, we examine the impact of tourist value co-creation, souvenir authenticity, and tourist psychological ownership on tourists' perceived value. The findings revealed that tourist value co-creation, souvenir authenticity, and tourist psychological ownership have positive effects on tourists' perceived value using a PLS-SEM model. Moreover, tourist psychological ownership and souvenir authenticity demonstrated a mediating role in the effect of tourist value co-creation on tourists' perceived value.