APAEM Seminar Series: Duality of Tourists’ Value Co-Creation Behaviors in the Sharing Economy: Longitudinal Insight from Airbnb via Social Media Analytics” was successfully held

On September 1, 2025, the Asia-Pacific Academy of Economics and Management (APAEM) successfully hosted a seminar entitled “Duality of Tourists’ Value Co-Creation Behaviors in the Sharing Economy: Longitudinal Insight from Airbnb via Social Media Analytics” as part of the APAEM Seminar Series. The event was co-organized by the Faculty of Business Administration (FBA) of the University of Macau (UM). The seminar was delivered by Prof. Jin-Xing Hao, Professor and Vice Dean of the School of Economics and Management at Beihang University, and moderated by Prof. Rob Law, Deputy Director of APAEM.

Prof. Hao provided an in-depth exploration of the dynamic mechanisms underlying tourists’ value co-creation behaviors, using social media analysis to reveal their longitudinal role in value perception. Through empirical analysis, he identified a long-term unidirectional causal relationship among these behaviors, demonstrating their inverted U-shaped relationships over time. He also quantified the critical threshold at which value co-creation transitions into value co-destruction. Additionally, Prof. Hao highlighted a significant interactive effect between the two dimensions of value co-creation—participation behavior and citizenship behavior.

The seminar not only enhanced attendees’ understanding of the duality of tourist value co-creation behavior but also provided theoretical and practical insights for developing personalized tourism marketing strategies in the sharing economy. The event attracted active participation from students, faculty, and researchers both within and outside the university, fostering thoughtful discussion and exchange on tourist value co-creation behavior.