The effect of co-creation experience on outcome variable

•The study examines co-creation of an experience in the context of tourism.•Co-creation of an experience influences satisfaction with vacation experience.•Co-creation of an experience influences loyalty to service provider.•Involvement plays an important role affecting loyalty to the service provider.•Satisfaction with vacation experience is the predictors of perceived overall life satisfaction. This study examines the underlying dimensions of co-creation of an experience in the context of tourism and its effects on behavioral consequences such as tourists’ satisfaction with the co-creation of an experience, subjective well-being, and loyalty to the service provider. The purpose of the study is achieved by showing that that tourists’ co-creation of an experience positively affects the vacation experience and loyalty to the service provider. In turn, satisfaction with the vacation experience influences overall life satisfaction. The results of this study should help service providers change strategies and implement a platform for creating unique co-creation of experiences, allowing tourists to become more physically and emotionally engaged in the planning of their vacations.