The Role of Philoxenia and Value Co-Creation on Re-Visit Intention

Abstract

Tourism. In the tourism sector, the term Philoxenia means the attitude of receiving tourists with all their hearts that exceeds hospitality. The respondent of this research was the tourist that has visits West Sumatera cities and regencies more than once (repeat visitors). During the data collection, 500 respondents were asked to fill the questionnaires. The data was then crunched with Structural Equation Model (SEM) to test the hypotheses. The results show: (1) Philoxenia has a positive and significant effect towards Value Co-Creation, and (2) Both Philoxenia and Value Co-Creation has positive and significant effect towards Re-Visit Intention. This research has an implication on hospitality management and creating values in tourism marketing, especially in West Sumatera.