In the study of tourism and travel industry, researchers investigated who makes customers satisfied in value co-creating situations. They found that both customers and service providers play a role in creating value. By analyzing data from tour guides and customers, they discovered that customer participation behavior and customer-oriented behavior positively impact customer satisfaction. Specifically, customer participation behavior has a stronger influence. Additionally, having a positive attitude towards participation leads to more active participation. However, customer-oriented behavior does not directly affect participation attitude. These findings have important implications for managers in the industry.