ABSTRACT
Based on a systematic literature review of value co-destruction in tourism industry and on the analysis of person-environment fit theory, this paper constructs a conceptual model of surface-level fit and deep-level fit factors and value co-destruction behavior. The structural equation model analysis of the data of 369 valid questionnaires found that deep-level fit factors, including communication style differences, knowledge base compatibility and goal congruence, have significant impacts on value co-destruction behavior, while the effects of surface-level fit factors are not significant. The research conclusions have certain enlightening significance for tourism enterprises to intervene in value co-destruction behavior.
Disclosure statement
No potential conflict of interest was reported by the author(s).