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in the future.This study explores how the perceived co-creation values (PCVs) from tourists' perspectives are applied in the customized tour arrangement service setting. The sequential qualitative and quantitative methods are adopted for this study. The initial qualitative method in terms of the proactive semi-structured interview is conducted to identify and explore the dimension of the PCV construct and to develop its measurement scale. The quantitative method by the structure equation model is employed for the proposed conceptual mod
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