Abstract
The research aims to highlight and identify the ability of value co-creation and its effect on improving tourism companies' behavioral intentions. Tourism companies are working to develop their business by many means, including working to make the customer a partner in their business by creating value with the participation of both parties, which enhances the company's position with the customer and thus influences his future behavioral intentions through buying back or spreading word of mouth to attract the largest number of other customers or paying higher prices for the service provided. Therefore, the research established a theoretical framework for the concept of value co-creation, a new and significant perspective that companies are focusing on and which is now considered a modern field of study in marketing management. The aim of the research is to understand the variables and dimensions of both value co-creation, which includes dialogue, access, and risk, and behavioral intentions, which also include purchase intention and word of mouth. Researchers are applying the study to a sample of tourist company customers in the Middle Euphrates region. The study included a sample of 215 tourist company customers. We used the questionnaire form for data collection and the statistical program Spss.v.26 for data analysis and result delivery. The research reached a set of results, the most important of which are: the existence of an impact relationship between the value co-creation variable and behavioral intentions, where value co-creation contributes to guiding the behavioral intentions of customers, making the customer feel satisfied and loyal to the company, and achieving maximum benefit through the mutual relationship of value creation between the customer and the company.
