To investigate the value co-creation process in wellness tourism, this study constructed a structural equation model of customer interactions with (1) the environment, (2) service employees, and (3) other customers relating to customer-perceived value and customer engagement. Empirical data were collected from 528 survey respondents who were at wellness tourism resorts. The results reveal that all three types of interaction have positive effects on customer-perceived value, and that perceived value positively affects customer engagement. Based on this finding, management recommendations for wellness tourism service enterprises are given.

• Lishan Xie(Sun Yat-sen University, China)
• Xinhua Guan(Guangdong University of Finance and Economics, China)
• Yingxin He(Sun Yat-sen University, China)
• Tzung-Cheng (TC) Huan(National Chung Hsing University, Taiwan (ROC))