In the last decades, several studies related to the Service-Dominant Logic approach were carried out, where the
tourism industry is not an exception. As such, multiple works associated with this research stream have been
developed, with a special focus on the tourist value co-creation. This article presents a conceptual model that aims
to aggregate the various dimensions of customer value co-creation with its antecedent and consequent factors in
the tourism industry. On the other hand, it proposes practical implications for the tourist organizations building
on conceptual contributions. Thus, this article reveals the importance of other constructs of tourist value cocreation
which surpass the behavioral dimension of the customer, namely, attitude, significance and recognition.
Furthermore, this study systematizes the multiplicity of antecedent and consequent factors, recognizing that they
may be grouped into factors associated to the company as well as to the customer.
