In tourism industry, tourists at the post-fordist era have overlooked tangible aspects of consumption by focusing on tourists’ experience and satisfaction. Recently, many scholars have employed the marketing concepts to investigate tourists’ need, want, and demand, especially, value co-creation. However, there is a little interest to focus on value co-creation in tourism industry, in spite of the fact that tourists in the digital age have decided to travel by intangible aspect of consumption – emotional and experience. Additionally, we also employ the concept of psychological carrying capacity to understand how tourist value relates to psychological carrying capacity. A total of 380 completed questionnaires are collected and the data were analyzed using Pearson’s correlation analysis. The correlations between tourist value and psychological carrying capacity were examined in order to understand the relationship of tourist value toward environmental concern in the settings of island area. The results show that there is the direct relationship between tourist value, perceived crowding, interactions between tourists, perceived physical environment, overall satisfaction, and returning intention.

• Pimlapas Pongsakornrungsilp(Walailak University, Thailand)
• Siwarit Pongsakornrungsilp(Walailak University, Thailand)