The Impact of Online and Offline Channel Interactions on Guest Value Co-creation Behavior in Rural Homestays in Sichuan of China

Online and offline channel interactions are critical factors influencing guest experience and behavior.However, limited research has systematically examined how these interactions impact guest value co-creation behavior through experiential mechanisms.Based on 406 valid questionnaires collected from rural homestay guests in Sichuan Province, China, this study employed structural equation modeling to test the hypothesized relationships and mediation effects.The results indicate that both online channel interaction (β = 0.202, p < 0.01) and offline channel interaction (β = 0.228, p < 0.01) exert significant direct impacts on guest value co-creation behavior.Memorable tourism experience demonstrates a stronger direct impact on guest value co-creation behavior (β = 0.522, p < 0.01) and is directly impacted by both online (β = 0.453, p < 0.01) and offline channel interactions (β = 0.237, p < 0.01).Mediation analysis further confirms the significant indirect impacts of online and offline channel interactions on guest value co-creation behavior through memorable tourism experience.This study enriches the understanding of the relationship between channel interactions and guest value co-creation behavior and provides practical insights for the sustainable development of rural homestays.