The relative influences of tourist affinity and animosity on behavioral intentions: the mediations of tourist value co-creation and co-destruction behaviors

The purpose of this research was to investigate the influences of tourist affinity and tourist animosity on behavioral intentions within the context of community-based rural tourism and examine the mediating roles of tourist value cocreation behaviors and tourist value codestruction behaviors. A questionnaire survey was conducted with 402 tourists visiting Jiufen, Taiwan. The results revealed that both tourist value cocreation behaviors and tourist value codestruction behaviors served as mediators in the effects of tourist affinity and tourist animosity on behavioral intentions. This research expands the theoretical understanding of tourist affinity and animosity and offers practical recommendations for destination marketing.