In the past, traditional travel agencies in Japan tended to apply the concept of goods-dominant logic, where services are completed by selling travel products as goods. However, after the pandemic caused by the new coronavirus infection, some companies have begun to revise their mid-term business plans and attempt to shift their marketing strategies to one based on a service-dominant logic. In academia, the development of co-creation value scales is being promoted with the aim of providing a useful perspective for business decision-making, but only other industries are being studied. In the travel industry, most of the studies are interpretations and qualitative studies on concepts, and there are no quantitative studies that can contribute to practice. Therefore, this study attempted to develop a measure of co-creation value that travel agencies can foster with their customers. I conducted a factor analysis of the “strategic experiential module”, quality of the relationship between the business and its customers, and subsequent customer behaviors such as retention and word of mouth. As a result, I was able to show that “RELATE” has a significant effect on relationship quality and relationship quality has a significant effect on subsequent customer behavior.