Exploring the dynamics of virtual value co-creation in tourism: an analysis of social factors, mindful approach, and technological stress over time.

This research will aim to analyze the relationship between social factors (social comparison orientation, loneliness, emotional support, and instrumental support) and the quadratic effects of the mindful approach and technological stress in co-creating virtual value for the tourism sector. Using a dynamic structural equation model, we will analyze data collected from a cohort of 400 tourists who will actively participate in virtual tourism services between 2025 and 2026. Using this methodology, we will investigate the long-term correlations between different elements and their impact on participants' participation in virtual value co-creation. Our research will indicate a distinct correlation between the mindful approach and virtual value co-creation, exhibiting a positive quadratic effect that will gradually decrease, implying the necessity of consistent mindfulness practices in the face of technological stress. Interestingly, we will also find that technological stress will have a positive quadratic role over time. As people become more adept at technology and accustomed to it, its favorable effects on virtual value co-creation will diminish. In the current scenario characterized by collaborative innovation and interaction through digital platforms, they will be of great importance for companies, especially in adapting to new social dynamics characterized by new technologies. Using the Mindful Approach in the digital context will become necessary, emphasizing mainly conscious awareness to optimize the level of commitment, increasing the results of interactions. On the other hand, new technologies in value co-creative processes will increase concern about technological stresses, especially in exposure to these new environments over time. In this way, achieving more excellent stability between digital interaction and reducing potential stressors will become a critical business strategy for sustaining collaboration dynamics over time, thus ensuring individuals' well-being and maximizing the concretion processes' positive impact at both the individual and social levels.